If you are having trouble generating website traffic or driving conversions, it is worth considering how well your brand resonates with website users and subscribers. What positive associations might they have? Have you forged an emotional connection that will keep visitors coming back for more? How can you convey that you understand their needs and are ready to offer solutions? Creating a story helps you stand out in the minds of your website visitors and subscribers. Here is how to get started:
Incorporate narrative elements into your website copy.
First, think about what makes for a compelling story. Usually, there is a beginning, middle, and end, as well as a central character who must overcome a challenge. One of the most natural places to incorporate a story element is in your “about us” section. Telling the story of how your company began and explaining its core values will help you connect with readers, making them more likely to become customers.
Use case studies.
Case studies give visitors to your site a valuable, concrete takeaway in the form of a story. They give examples of how your business has solved problems for customers in the past, and let them know what to expect. In addition, case studies engender trust in your readers and establish your credentials as a leader in your field.
Develop a story arc.
Your favorite movies, novels, and TV shows all have well-constructed story arcs in common. That is, characters face adversity and attain some kind of meaning as they come through on the other side. Stories create powerful, memorable connections with potential customers. Try constructing a story arc that follows your target audience’s buyer’s journey, for example, in a series of videos, blog posts, or even tweets. A well-told story makes your visitors and subscribers want to stick around to find out how it ends, making them more likely to take steps towards conversion.
Partner with other storytellers.
Connecting with bloggers, YouTubers, and other influencers can help you get your story to a much wider audience, and is a win-win for the person you partner with as well. You gain exposure to a tightly knit community of enthusiasts, and a prominent online influencer gains new viewers, readers, and subscribers. Make sure the people you reach out to are a good fit with your brand messaging and target audience, and get ready to make professional connections that will benefit you both.
Make subscribers part of the story.
Asking for feedback makes your subscribers participants in an ongoing story. They will be much more invested in your brand if they feel that they are part of it and are being listened to. Regular Q&A sessions, photo contests, giveaways, and email updates are all great ways to stay connected with your subscribers. Be sure to keep your subscribers up to date about upcoming events and contests through email and social media channels. When the lines of communication are kept open, subscribers and customers feel valued, which translates into increased brand loyalty.
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