What Is The Key To Customer Engagement?

The Key To Customer Engagement Is…….Storytelling












In a saturated marketplace how do you make your content stand out, get more engagement, take notice, and get involved?










Why the most powerfully persuasive marketing method is storytelling….

  • Storytelling is a proven way to develop identity, build your client base, and increase sales.
  • Stories immediately focus on engagement, experiences, and emotion – central tenets that are catnip to customers.
  • Storytelling conveys to customers, the media, and investors the information, hard facts, and dry data they need in an easily digestible way.





The truth is your business has a story to tell – even if you don’t know it –







Here are four narrative elements from Kissmetrics, that will make your marketing stand out from the crowd….




1.  What Makes You Special?

  • What’s your angle?
  • What uniqueness can you exploit to make you more visible, get people’s attention and give them something to relate to?
  • Giving your business that personal touch and building your narrative around it will make it truly memorable.



2.  Be Creative

  • Be dynamic with your storytelling.
  • Nothing is more important to narrative content than imagination, so give vivid descriptions and use emotional hooks and humor to get people fully engaged.
  • Be creative, not only with words and images, but also with the methods you use to convey them.
  • Don’t be traditional.
  • Be edgy.
  • Develop your narrative in ways and formats that appeal to your target audience and make it easy for them to share.
  • ALWAYS give your audience the opportunity to share easily with incentives and social share buttons.



3.  Get People Involved

  • Interactive content offers a much more open-ended platform through which to tell stories and get people highly engaged.
  • Your audience can be involved in the stories you create as part of your narrative.
  • Ask your audience members to tell their own narratives, and then intertwine them with your own.
  • This makes them feel valued and also gives something back by involving them as part of something bigger.
  • And it gives them a place to return to on your site again and again.
  • Let them share their experiences with your brand through product usage ideas, advice and tips, and, of course, success stories.
  • The potential for social proof that customer success stories like these can generate is phenomenal.
  • Your audience is much more likely to socially share these kinds of stories, thereby exponentially spreading and endorsing your message and increasing your exposure.
  • Personal experience is extremely powerful when it comes to persuasion.
  • Use case studies and testimonials in your narrative to prove your position and success.
  • This will establish your authority within your field and inspire confidence and trust.



4.  Think like a Book

  • Simply collecting a bunch of stories without much consistency is a quick way to lose the interest of your audience.
  • You must have a strong central narrative theme to tie them all together.
  • The theme should support your core values, goals, and vision.
  • Thinking of your narrative strategy in this way gives you an incredible amount of freedom with your content.
  • As long as your content follows the same theme, storytelling will bind it together.




Here’s a step-by-step guide for bringing out your business’s narrative in your marketing, including some questions you can answer to get you thinking and the steps to take to tie it all together:



Determine what makes you special

  • What made you decide to do what you do?
  • What do you do that nobody else in your industry does?
  • What do you give back to charity/community/the environment?
  • What do you give to your clients that improves their quality of life?
  • How do you want to be perceived by your audience?
  • What are your most important values?
  • What are you most passionate about?
  • Can your unique persona make your business stand out?
  • Can you narrow your niche further to become more specialized?
  • Can you combine seemingly unrelated aspects of your business to create something unique? (Make your uniqueness your focus)

Brainstorm creatively for ideas

  • Generate as many ideas as possible
  • Mix independent and group brainstorming
  • Don’t restrict yourself to one idea – have lots of angles

Create a cohesive narrative

  • Tie together stories under umbrella theme

Implement your narrative carefully

  • Research your target audience and learn the most effective ways to communicate
  • Create content that maximizes the unique qualities of your chosen medium (video/email/blog, etc.)
  • Create content sympathetic to your chosen platform (Twitter/Vine/YouTube/Facebook, etc.) for maximum efficacy

Encourage social sharing

  • Engage with captivating content
  • Actively involve with interactive content
  • Promote social sharing and make it easy





Unlike a traditional story with a beginning, middle, and end, your brand narrative mustn’t stop.




“It should allow audience participation and encourage them to share across platforms and invite others to play a part in your story to carry the momentum to move your business forward”……says James T Noble




What story does your business have to tell?






If you enjoyed this post, and found TONS OF VALUE with these tips from Kissmetrics, and author James T Noble, please take a moment to share…..Thank You!



Sharing Is Caring!



To Your Success,
Joan Harrington

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