Converting with Your Brand Story: How to Capture Your Audience’s Attention
How do you create a strong brand story that not only reaches the right audience but also turns them into loyal customers?
Creating a brand story often goes hand in hand with selling a product or service, as most brands ultimately need to generate revenue. So, how do you ensure your story leads to conversion? The answer is well-known, but what is the question? The focus on conversion leads many companies to fall into a common marketing trap: they end up talking only about themselves.
This is my product/service. You need this in your life. Buy it here.
Admittedly, most content has a bit more marketing “juice,” but this is still the gist of much of the content companies post online. And many internet users (often unconsciously) are completely tired of it. It no longer grabs attention. So, what does? How do you sell your product or service amid all the noise on the internet without scaring potential customers? Good questions, but the most important question you should ask yourself as a brand or company is: Why is this interesting for my customers? – What’s in it for them?
Your product or service is the answer, but it’s usually not the question. That question is a challenge or frustration your audience is experiencing. Think in terms of the challenge, not the solution.
Consider your own internet behavior. How often do you go online specifically to search for a product or make a purchase? Less than 5% of internet users are actively looking to buy something. The rest are mindlessly scrolling through a sea of memes, ads, and cat videos. You want someone to stop scrolling when they see your brand, product, or service. Only then can communication achieve its desired effect—conversion. But that scroll-stop won’t happen if the scroller doesn’t even know they need your product or service! When does it happen? When your message directly addresses the challenge the scroller is facing.
The customer journey or audience journey
Addressing this challenge requires one crucial ingredient: knowledge of your target audience. What steps does a (potential) customer typically go through before purchasing your product or service? What challenges do they encounter along the way, and what ultimately convinces them to make the purchase? This process toward purchase is known as the customer journey. In each stage of this journey, their needs are different. Is your audience just beginning to become aware of the problem they are (or will be) facing? Or is your reader ready to make a decision? The situation your audience is in determines the tone and approach of your campaigns.
The inbound philosophy
Targeting the audience’s needs is a counterpoint to the traditional approach of selling products. Think of cold calling, sending unsolicited emails, or pitching your product at someone’s door. The founders of American software giant HubSpot coined the term “Inbound Marketing” (from outside in), viewing traditional marketing as Outbound (from inside out). Outside-in versus inside-out—a crucial difference in mindset! The Inbound philosophy states that conversion rates are much higher when we start from the audience’s perspective. What do they want to know? How can we help them? If your company provides answers to these questions, customers will naturally come to you. HubSpot originally outlined the customer journey as consisting of three stages:
Awareness
The (potential) customer becomes aware of a problem or frustration but isn’t actively searching for a solution yet. The goal of content in this stage: highlight the challenge and make the reader feel understood. And don’t worry—solutions are available!
Consideration
In this stage, the (potential) customer is comparing available solutions. The goal of content here: help your audience with their decision-making! Show that there are indeed various options (so don’t just “push” your own product/service). Of course, your solution can still come across as the best option, but explain why it’s the best choice for your reader. After all… what’s in it for them?
Decision
This is the stage where the (potential) customer makes the decision. In this phase, content has just one function: make it as easy as possible for them to take the leap! Ensure that your audience knows where to find you if they have questions, make purchasing (or requesting a quote) a quick process, and especially show them what they can expect from your brand once they make their choice.
Content that grabs the audience’s attention
Organizations that think from the perspective of their target audience are a step ahead in the 21st century’s flood of information. You stand out by addressing the challenges and questions of your audience rather than being just another company selling products or services online. No, you’re convinced that you can help your audience, and that’s why you gladly share your knowledge with them. This creates content that grabs attention. The audience feels understood and is more likely to remember your message. And that’s how your brand becomes a conversion machine through storytelling!
A valuable asset
At gr8 agency, we help you set up this whole process and create effective campaigns. That way, your stories will also start contributing to loyal customers. And that is a valuable asset at a time when the battle for customers is becoming increasingly fierce.
Wondering what this could mean for your story? Drop by for a cup of coffee or tea. We are always curious to hear your story!