Everybody enjoys a good story, as it’s how we relate to one another. Strong stories are also how consumers connect with brands and their offerings.
You can invest in all types of marketing efforts, making sure your website looks its best and performs equally so in search engines, with ads that reach your target audiences far and wide. However, you won’t establish a real connection without a brand story behind your eCommerce business.
If you really want to hook your customers and drive more conversions, you must not underestimate the power of brand storytelling for eCommerce.
What Does Brand Storytelling Entail in eCommerce?
Storytelling works well for eCommerce brands and many other businesses. In fact, one study determined that 92% of consumers prefer ads that feel like stories to them, which illustrates the power of crafting a compelling narrative.
Put simply, storytelling involves the creation of a particular story around your business and offerings. This story will detail the reason why your brand got started and the purpose behind your products or services. It will also include your company’s general mission and how your brand relates with customers on a personal level.
A solid brand story will make your brand feel more like a team of people working together for a common cause. This will ensure that your company comes across as much more than an entity simply trying to sell to people. You’ll show how you solve specific problems, how you came to realize those problems, and what sets you apart from similar competitors.
The key is knowing how to build your story and make it complete.
How to Tell Your Brand’s Unique Story
Every brand has its own story to tell, and yours is no exception. If you want to craft the perfect story for your brand, the following are some steps to take toward building your narrative:
Make Your Story the Focus
A great brand narrative will establish a strong connection with your audiences at every level. This creates a sense of community among your audiences and makes them want you to weave them into your story.
This is crucial as 55% of people claim that they’re loyal to brands they’re emotionally invested in over more detached brands.
Making your audiences feel as though they’re part of a bigger community will go a long way in reeling people in and driving conversions.
Align Your Brand with a Specific Cause
In addition to creating a sense of community, your brand should show that it shares your audience’s values. If you can display a generally caring nature and willingness to improve the world in some specific way, you’ll make your customers even more loyal to you.
When connecting your business to a cause, choose one that resonates with your audience most. For instance, if you run a food eCommerce business, focus on sustainability and ethical food sourcing, which many consumers want to see from their favorite food and beverage brands.
Based on the cause you’ve chosen, you can create dedicated webpages, email content, and social media posts built around it.
Understand How Customers Feel When Using Your Products
Consider the way people feel whenever they use your products. What is their experience? How can this experience take your brand well beyond its products?
Consumers typically care more about the experience they have with products over the products themselves, as one report from the Harris Group found. According to the report, 78% of millennials alone would rather spend money on a desirable experience than a desirable product.
For instance, you might be able to show how your product imbues a sense of empowerment among your customers.
Highlight the Problem Your Customers Experience and Show How You Solve It
Take some time to determine what specific problems your customers experience that go beyond a larger cause. What are their pain points in life and what can your products do to alleviate this pain?
As you work to understand both the problem and the way you solve it, go through a checklist such as the following:
- Identify and relay the problem.
- Share your team’s personal experience with the problem and how it affected you.
- Discuss how you arrived at the solution for this problem, including what specifically inspired you.
- Show how your solution helps your customers and aligns with their values.
Encourage User-Generated Content to Further Realize Your Brand Story
Once you’ve told your brand story, you can encourage customers to share their own stories as they relate to yours. Through the creation of user-generated content (UCG) such as social media videos and more, potential customers will see how your brand touched others and make them more likely to trust you.
To get more people to create content on your behalf, you can incentivize reviews and other content by offering a discount or another reward.
Use Brand Storytelling to Grow Your eCommerce Business
With the help of effective brand storytelling, you’ll be able to experience more success among audiences as you build stronger relationships with them. The right strategy will enable you to craft a unique and connective story that truly resonates with your customers.
For more information about how to succeed with your eCommerce brand, get in touch with the experts at Gray Growth Logistics. We can help put you on the right path with your business to soar above competitors and experience long-term growth.