Tell Me A STORY: The Science Behind Creating a Brand Story

One Post. . . And Now What?

Social media and a website are vital marketing tools. At the touch of a button, you can get your message out there in a way that seems fun and easy. But that’s only part of the story. A strategy-driven, sales-generating social media channel needs up-to-date, on-brand, beautiful content. It’s easy to be a one-post wonder and much harder to create and maintain a social media strategy that continues to deliver day after day, and month after month.

One Post Wonder.

Inspiration might hit, resulting in a well-performing post. But then what? There’s a value in having that content at the ready: a strategic line up of photos, videos and accompanying captions that tell your story.

If you checked any of these boxes, you see the value of online storytelling and realize all the work that goes along with it.

Your Digital Reputation

With billions of social media users, touching nearly every demographic, you have the opportunity to get in front of your ideal customer and create a deep, emotional engagement with your brand. But is the investment worth it? Many marketers are saying yes.

  • 75% of marketers say that their social media marketing efforts have led to increased traffic (Ignite Visibility, 2018)
  • 68% of all online experiences start with a search engine (Bright Edge, 2019)

 

Instagram: Not Just for Kids

Despite its reputation, Instagram is becoming one of the most engaging social media platforms across many demographics and continues to grow. With a direct correlation to sales, many users are making purchases based on the products they see in their scroll. Instagram offers a real opportunity to drive business, especially in highly-visual business-to-consumer industries.

  • 67% of adults between 18 to 29 are using Instagram (Sprout Social 2020).
  • Adults between 25-34, 35-44 and 45-54 are also logging in more than once a day. (Ipsos)
  • 37% of adults in the US use instagram.

 

It’s the Journey AND the Destination.

The ultimate goal is sustained sales, but how do you get there. Content is the answer.

  • Content marketing costs 62% less than traditional marketing, yet generates three times as many leads.
  • Digital asset management is essential to marketing and visual storytelling is a custom expectation.
  • Organizations that prioritize blogging achieve thirteen times the return on investment of those that do not.

 

A Camera Phone is All You Need.

Sure, you can get a picture at the touch of a button with a device that you almost always have with you: your phone. This is not to say that you can’t populate our social media with great iphone photos nor do we mean that you can’t capture a random photo that’s going to be a great boost to your analytics. But we do recommend that there be a strategic goal to tell your visual story. Visual content is no longer a “nice to have.” In fact, it’s mandatory to rank higher and attract consumers better than your consumer. In addition to algorithms, strategic content makes your story more memorable and helps to build better trust amongst customers.

  • Posts that include images get nearly 650-times more engagement than text only posts (Medium 2018)
  • Video content is 50 times more likely to drive organic search results than plain test (Omnicore 2018)
  • Photos on Instagram showing faces get 30% more likes than photos without phases (Louise Myers Visual Social Media 2020)
  • Information paired with images increase retention of information in 65% of people, versus 10% with information without a visual. (Brain Rules 2018)
  • Customer are 40% more likely to purchase from a vendor who tailors content specific to their needs and preferences (Marketing Profs 2018)

 

Don’t Just Watch It; Experience It.

The importance of video in marketing is growing exponentially. This growth has taken video beyond a produced 30-second commercial to live ideo, webinars, social stories and more. Improvements in mobile technology and a surge in user-friendly video tools have made a video strategy possible across almost every budget, allowing for smaller marketing teams to take full advantage of this popular and effective form of content.

  • YouTube is the most popular site worldwide, second only to Google. (Alexa 2020)
  • 54% of consumers say they want to see even more video from the brands they follow (HubSpot 2018)
  • By 2022, 83% of the world’s internet traffic will be video (Biteable 2020)
  • Product videos can increase purchases by 144% (StacksandStacks 2018)
  • 87% of marketers use video as a content tool (Oberlo 2020)
  • Companies with a video marketing strategic experience a 41% increase in traffic through web searches (Forbes 2018)
  • Videos on landing pages can increase conversions by 86% (Wordstream 2018)

 

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