Smart Companies Get People Talking

YAKETY-YAK, GO TALK BACK

Growing your brand and business takes work. When you take advantage of the right tools it can help you become more visible, gain the trust of others, and increase your bottom line. Although technology is a helpful way to enhance your marketing strategy, sometimes, going back to the basics can also be one of the best things you can do.

What is the one tactic that has always worked?

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You can’t buy this type of advertising, and when people recommend your business, others listen. Knowing the five Ts of word-of-mouth marketing and how it can work for you is key. Here’s what you need to know:

  1. Talkers

Who will tell their friends about you? Be tuned in to who will tell others about your business. Think about what you can do to get them talking and take it from there. If you’re offering specials, these are the people you give the exclusive deal to first, and then tell them to tell others. Make them an ambassador of sorts by giving others a discount when they mention that person’s name.

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2. Topics

What will they talk about? Is your business very accommodating? How is your customer service? What does your website look like? Can they place an order online? All of these make a difference and helps the talkers sing your praise.

3. Tools

How can you help the message travel? Be proactive. Have the talkers link you to their social media. Have you ever had a social session at your place of business? Get the radio station down there, have some freebies and discounts, and make it a community event.

4. Taking Part

How should you join the conversation? Have you partnered with the schools to do something for free, or have you volunteered to speak about what you do? Meet the neighboring businesses. Join the Chamber of Commerce and network. Engage with your audience on social media. Not to sell anything, but to have a real conversation. All of this makes a difference and gives the talkers something to talk about. When you join the conversation in a non-selling way, you welcome a better response for other channels of marketing later, like a targeted direct-mail campaign.

5. Tracking

How will you know what people are saying about you? Once you have implemented tools like savings discounts and specials, and have partnered with the community, you will get the feedback you are seeking. If your customer base is growing, you will know people are talking. Get people to add a review or two online, so others who are searching for your services will be able to read first-hand reviews

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Use these five Ts of word-of-mouth marketing and watch how impactful it can be. Integrating the old with the new can be effective and produce amazing results now and in the future.

 

Once Upon a Time

thinkstockphotos-527228156Storytelling is a time-honored tradition which began before humanity had the ability to create long-lasting printed documents. The first stories were a way of passing on an oral tradition and history of various cultures around the world. There is still a storytelling tradition in many cultures, although as communities spread out, storytelling has moved to written, printed, and now digital methods of recording the tales. Oral traditions created a rich history for ancient cultures that gave rise to much of what we call myths and legends today, a blend of history and religion which gave purpose to people who lived short and often harsh lives.

Role of Printing in Storytelling

The development of the printing press gave stories new life because they could be disseminated on a broader scale and replicated easily. No longer were scribes necessary for copying expensive books and papers. Not only was the rich, cultural history and religious beliefs of various people shared among a wider community, but pure fiction was written for the purpose of entertainment and enjoyment for the masses. For those who were not taught to read, stories were read and passed around by those who could.

Storytelling in the Digital Age

While it has become easier to distribute stories in the digital age, and more of the world’s population is educated enough to read, storytelling continues to be a powerful way to distribute a message to people. Computers and the internet make spreading the word faster, but the concept of an oral tradition is easily seen in the many repetitions of news stories online from different slants or points of view. The question lies in how an entity or brand can create a unified story to present to an audience or market. With the unique ability to duplicate digital image and print and distribute them through many channels, storytelling can be a powerful tool for marketing a company or organization.

Incorporating Storytelling in Marketing and Branding

A recent article in Search Engine Journal(https://www.searchenginejournal.com/5-benefits-using-storytelling-marketing/164213/) discusses the benefits of storytelling as a method for branding. The author, Katy Katz, talks about how storytelling creates connections and potential bonds between a brand and a market. When thinking about storytelling for a brand, call to mind some of the brands that you grew up with that have become common words in the American culture such as Kleenex, Coke or Pampers, often used to replace the actual word for the item being talked about. While creating a storytelling campaign for your own brand may not turn it into a common household word, you will still be able to cement the story with the brand name to create lasting memories in the minds of your audience.

Benefits of Brand Storytelling

Katz mentions 5 benefits to brand storytelling in her article.

1. Storytelling builds memories.
2. Storytelling is a natural motivator.
3. Storytelling builds relationships.
4. Storytelling makes content exciting.
5. Storytelling can make something old, new again.

How Can You Use these Benefits to Your Advantage in Marketing?

Since most businesses have competitors that offer products or services that are similar to theirs, branding offers a way to show your differences. Creating a brand story or even just telling your brand’s story in a cohesive manner can give your audience reasons to bond with you beyond pricing or product quality. An excellent example of brand storytelling is the way Tom’s Shoes has incorporated their brand name with their history of giving. (http://www.toms.com/stories/giving/10-years-of-giving-together) They have created not only an excellent product, but a compelling reason to buy from them.

You can do the same.