share your brand ’s story with consumers

3 Powerful strategies to Share your Brand’s story with consumers

What makes your consumer tick?

It is the million-dollar question all businesses and brands need to answer throughout their life cycle if they aim to achieve any success at all.

Staying connected with consumers is non-negotiable and central to product development, promotion and sales.

A robust engagement strategy can persuade the customers to accept your goods and services organically into their life. It will also get them emotionally invested in your brand and make them your greatest champions.

A relatable story is central to creating such a brand that attracts, involves and sustains consumers over long periods of time. Your brand’s story will take your product beyond commercials and make it appealing at a human level.

In the digital age, it can be a challenge to choose the best option to take your story forward in the maze of overwhelming options. So, We have come up with three time-tested and sure-fire options to share your brand’s story that can create effective consumer engagement for your brand 

Strategy #1 – Write A Book that shares your Brand’s journey and aspirations

share your brand’s journey through a book and publish your own book

 

A brand is built not merely on product features or price. A brand evolves when consumers identify with the story and journey of the product, and they relate to the tangible solutions the product gives to their pain points.

What better way to share your journey, story, and perspective to create a lasting impression in the minds of consumers than writing a book?

  • In The Business Impact of Writing a Book survey, 96{d8666e85b374028b6ac4446e56863304f1d64a3868b42bc864ed010baccb0d0b} of the authors surveyed said they did realize a significant positive impact on their businesses from writing a book and would recommend the practice.
  • Researcher Mike Schultz, the principal of the Wellesley Hills Group, says that publishing a book helps his clients in establishing themselves as thought-leaders, increasing their intellectual capital, and building trust in the community.
  • Entrepreneurs turned authors often end up generating more leads, closing more deals, charging higher fees, and getting better speaking engagements.

Writing a book has three distinctive benefits for brands when it comes to consistent and long-term consumer engagement –

  • Your book can help you position yourself as an expert and industry leader, adding reflected credibility to your products and services.
  • Your book can help you create a deeper connection with the consumer and give them the opening to become emotionally invested in your business.
  • Your book can help you take your brand to new segments of customers with Authority and instantly create a high impact brand recall.Writing a book does not automatically ensure brand visibility or your credibility. To use your book as an effective branding tool, you need to pay attention to these three key areas –
  • Get help for the book  – As much as you know your product and your markets, presenting your knowledge in the form of a book can be complicated. Get help from angel writers, editors, designers, etc. to ensure that your book’s content and voice stay on message.
  • Be open to Non-traditional options – Self-publishing and digital publishing will help you minimise the time gap between writing the book and reaping its benefits. Furthermore, a niche publisher can understand and develop publishing roadmaps that meet your unique branding needs.
  • Pay due weight-age to promotion – Failure to market your book to right audience will defeat the whole endeavor and all your best intentions. Hire an experienced and specialized team to promote your book on right platforms to reach right target markets.

 

If you are still on the fence, check out the testimonials from these Authorpreneurs on Authority on Demand about how writing a book transformed their brand.

Strategy #2 -Embrace Email marketing with renewed vigor

share your brand’s story and promote your book through email

Over 144 billion emails are sent every day – email marketing is still considered the elite channel for highly personalized business communication.

Unfortunately, many brands are still operating under the presumption that email as a communication tool is outdated just because it’s ‘old.’ So, let us have a look at what the cold facts say –

 

Email marketing has three significant benefits for the brands when it comes to customer engagement –

  • Emails can be hyper-personalized and targeted exhaustive giving scope for providing highly relevant content and building consumer trust.
  • Email’s Return on Investment can be accurately measured regarding both quality and quantity with objective metrics.
  • Emails are usually action-oriented (reply, forward, etc.) and they also have ample opportunities for you to insert direct Call to Actions.

 

But, as with any communication medium, the email also needs to be employed strategically to create the best possible effect. Here are three key points to keep in mind before you hit send –

  • Keep them interesting – Keep the content of your email informative and entertaining. Ideally, your emails should provide a tangible value – either as knowledge, savings or product, to the consumers.
  • Add value  Always tailor the content to meet the specific needs of the consumer rather than just informing them about your product.
  • Timing is everything – Put adequate thought into deciding the timing and frequency of your emails. This is crucial to ensure that you stay on top of consumer’s mind without crowding their email.

 

Looking for inspiration to get started on your email campaign? Check out these 15 innovative email marketing examples for starters.

Strategy #3 -Jump on the Video Bandwagon – it is the future of consumer engagement

We also share your brand ’s story and promote your book through video

The power of video as the marketing and communication medium is on the rise. In fact, online videos will account for more than 80{d8666e85b374028b6ac4446e56863304f1d64a3868b42bc864ed010baccb0d0b} of all consumer internet traffic by 2020.

So, if you are not using video, you will lose out on opportunity to connect with your target consumers –

Video content can be a compelling tool to energize the existing consumers and also to lure in new segments of customers. Video can help the brands to elevate consumer engagement in 3 crucial ways –

  • The video is the ideal channel to expand your organic reach through every step of the sales process.
  • Video has a direct impact on purchasing behavior – both as an informative and persuasive tool.
  • Just using the word ‘video’ in email subject line, boosts open rates by 19{d8666e85b374028b6ac4446e56863304f1d64a3868b42bc864ed010baccb0d0b} and clickthrough rates by 65{d8666e85b374028b6ac4446e56863304f1d64a3868b42bc864ed010baccb0d0b}.

 

As brands and businesses are increasingly adapting to video content, it is crucial to ensure that your video stands apart. Here are three strategies which will help you create an attractive hook to draw consumers to your video –

  • Hire an actual content creator – Platforms like Youtube and vine have high quality and original content creators who have developed trusted following. Do your research and find such authors to collaborate with you on video content.
  • Optimise the video –  Use all the tools available on platforms like facebook/youtube like tags or subtitles to grab eyeballs and divert the consumer to your website.
  • Go Live – A live video is an attractive option for brands to get consumers involved in product promotions and to get real-time feedback. Live interviews with founders could also help to share your brand’s journey in an interactive manner.

If you want to take inspiration from successful video engagement strategies, check out these five awesome examples.

Conclusion

Every brand has a unique consumer target group and business aspirations.

However, these are the customer engagement strategies that can be universally adopted by all companies with a significant degree of success.

To know more about effective customer engagement strategies schedule a free strategy call with Authority on Demand.

 

Leave a comment

Your email address will not be published. Required fields are marked *