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Customer Profile Analysis: Methods and Hacks to Boost Your Sales Process

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An ideal customer profile (ICP) is essentially a hypothetical narrative of the type of companies that would get the most value from your product(s). These companies tend to have the fastest sales cycle, the greatest customer retention rates, and the highest number of evangelists for your business.

Such a hypothetical description of a perfect-fit customer can inform your entire marketing and sales process, helping you allocate your resources to those prospects who will benefit the most from your offerings and, in turn, provide the most value to your company.

Read this article to find out how customer profile analysis can help your sales process.

Sources of Customer Data for Your Customer Profile Analysis

Understanding your customers is critical to succeeding with your sales targets. How will you better cater your products and services to them without properly knowing their individual profiles?

To create an ICP that fits your business, having the right data is key. The question is, where can you gather this important information? Here are five great sources to capture customer data for your customer profile analysis.

1. Existing Customers

While not every customer is an ideal one, your existing customer base is the best place to source data.

So, survey your existing customers to discover which of them:

  • Drive the most value for your business
  • Get the most value from your business
  • Are happiest with your product(s)

These are your top customers. And to do this, you need to consider:

Customer satisfaction metrics, including Net Promoter Score (NPS), Customer Satisfaction (CSAT), or Customer Effort Score (CES)

Source

When you know all these numbers for your existing customers, you can pinpoint your top customers. Along with this data, from your CRM, export key customer data points like company size, budget, challenges, etc., to a Google spreadsheet for later analysis.

Schedule interviews and create surveys to get insights from customers about why they chose your product, who were the key stakeholders in the purchase process, what competitors they were considering, and what convinced them to go with you.

Oh, and in your customer surveys, use multiple-choice questions to get consistent responses from your customers och simplify their effort. This also makes it easier to analyze this data in your spreadsheet later on. Using a survey builder would do the trick, or an email marketing software that allows you to send surveys, like Benchmark Email. 

2. Potential Customers

If your company is relatively new and doesn’t yet have a sufficient customer base, then you’ll need to find potential customers to interview and survey. These are your ideal target customers or possibly not-so-happy customers of your top competitors.

To find these, go social — dig into Facebook groups, Slack channels, subreddits, LinkedIn groups, Twitter topics, etc. Creating a persona to understand your potential customers is also important.

And once you find your potential customers, it’s the same deal — conduct interviews and share surveys. The difference is that with potential customers, you may need to offer an incentive, such as a free extended subscription of your product upon launch or an Amazon gift card in exchange for their help.

3. Analysis Tools

Qualitative interview questions and surveys are a must, but you can’t gain a complete picture without knowing what people are doing on your website and inside your product.

Use tools like Google Analytics to see how prospects engage with your website and content. On which page do they usually arrive first? How do they land on the pricing page? Which landing pages do they visit and stay on the most? From which pages do they typically exit?

Plus, if you’re using Google Ads, you can get in-depth demographic visitor info like age, gender, location, etc. Also, evaluate how customers use your product — which features are used more, which features are going unused, how they interact with menu items, and so on.

And be sure to segment website visitors and users who actually pay for your product. Otherwise, you could be looking at and optimizing for the non-paying majority. For instance, Google Analytics might tell you that over 70% of your visitors come from Asia, but if only 10% of your paying customers are in Asia, then it doesn’t make sense to optimize for that segment.

4. Sales Calls

Your sales team can have unique insights about your ideal customer considering all the countless conversations they’re having with prospects each day.

By asking the right discovery questions during sales calls, your reps can better learn the company they’re selling to, their processes, the people involved in decision-making, and the key challenges that need solving.

5. Competitor Analysis

Never underestimate the value of analyzing your competitors. From their website structure and messaging to who they are targeting on social media, there’s a potential goldmine of useful customer profile data you can dig out with competitor analysis. Check out this great list of competitor analysis tools to analyze various aspects of your competition’s strategy, from their ads strategy to content and email marketing.

And if you’re in eCommerce and using a platform like Shopify, then competitor price tracking is also crucial.

Combine all these sources of customer data, and you should now have enough data to start shaping your ideal customer profile into a Google spreadsheet.

Data Interpretation Strategies

Got all the relevant data you need? Great — now comes the hard part!

With a sizable spreadsheet laid out on your screen, can you make any real sense of your customer data?

Here are three tricks to better understand and analyze your customer profile data in Google Sheets.

1. Create Charts In Google Sheets

Visuals tend to be favored over plain text, which means data visualization and analysis are done best with colorful charts.

Let’s say you’ve gathered data on the primary pain point your prospects are hoping to solve with your product — so, which problem is the most prevalent?

In your sheet, highlight the row you want to analyze. Then from the Spreadsheets toolbar, click Insert > Chart.

Google Sheets creates a quick chart that you can easily customize to see the data points you highlighted, enabling a visual view of the most prevalent customer pain point.

Source

2. Use the ‘Explore’ Tool

Google allows a way to analyze business data in Sheets using machine learning. Rather than using elaborate formulas to crunch your numbers, you can use the ‘Explore’ tool to ask questions and quickly gain insights.

Begin by highlighting the rows and columns you want to analyze. Then, ask your question.

For instance, you could ask “Most frequent competitor considered,” and Google Sheets will give you an answer based on the data in your sheet.

You can also dive deeper and compare multiple data points. For example, you could ask “Most frequent competitors considered when company size is 100+.” Easy as pie.

Source

3. Create Pivot Tables

A pivot table is a nifty way to summarize data and derive meaningful patterns between various data points. For example, you can create a pivot table to see the total of each region’s sales. Then, get a breakdown of your salespeople’s individual sales for specific regions.

Start by selecting the columns with the data that you wish to analyze. Ensure your data is in columns with headers, then select Insert > Pivot table. This way, you can create a new sheet where you’ll need to add values into your rows and columns based on the data you want to see.

Once you have the data in, you can change how it’s sorted or filter it to drill down to specifics. You can also have custom calculations and data groups to better analyze the data in your table.

Strategies for Your Sales Team to Integrate Customer Profile Analysis

Data? Check. Analysis? Check.

Time to leverage what you learned to level up your sales process. Here are eight great ways to do just that.

1. Build Sales-Specific ICPs

An ICP is useful for all teams, specifically sales.

To have your sales team makes the most of ICPs, make sure:

  • To capture the right customer data and show reps what to do with prospects that fit a specific profile. Include info such as a short elevator pitch meant for each profile, along with data on the typical purchase process for this type of customer. This helps reps to adapt their pitch to fit the needs of this customer.
  • All customer profiles are handy to all reps, say in a shared Google Drive folder or a project management tool, as opposed to being buried in a Slack channel’s chasm or a long email thread. This helps reps to easily refer to the profiles as they craft pitches, proposals, emails, sales decks, etc.

2. Segment Leads by Profiles

Help your sales reps get a head start when touching base with new leads by segmenting those leads.

Typically, marketing qualified leads (MQLs) have already been through some segmentation based on how they entered the sales pipeline — such as by filling out a website form, getting on a call, LinkedIn InMail, etc.

But when you further segment your leads by profiles, your sales team will have a clearer view of who they’re talking to, what are the primary goals and concerns of these leads, and how best to convince them to do business with you. So, in your CRM, segment leads based on ICP data points like size of the company, industry vertical, initial mode of contact, and so on.

3. Build Targeted Emails for Different Profiles

Using email templates is an excellent way to improve your sales team’s efficiency. But why not kick it up a notch by creating templates tailored to each ICP?

After all, how your salespeople sell to each customer profile is different — with different feature priorities, budget, etc. By creating targeted email templates for different profiles, your sales team is laser-focused on the people they’re selling to.

Your CRM data can also help improve your email marketing efforts as it could help better connect the dots between your marketing messaging and customer pain points. Benchmark Email integrates well with various customer management apps.

4. Create Personalized Pipelines for Each Profile

Just like creating targeted email templates, you can also benefit from personalized sales pipelines for different ICPs to match the path your customers take to convert.

Your sales reps are dealing with very different buyer journeys, especially if your business serves both SMBs and enterprises.

For instance, an SMB may have a shorter sales cycle with fewer internal approvals, meetings, and demos. Whereas for larger enterprise profiles, it may take a myriad of meetings with several stakeholders, approvals from different departments, and elaborate demos.

Your customer profile analysis lets your team adapt their sales process to the steps that customers tend to take to convert, and if you have personalized pipelines ready, your reps get a clearer picture of what’s needed to close deals.

5. Regularly Update and Reassess the Profiles

For your customer profile analysis to remain truly effective, you must keep it up-to-date. That’s how your sales team will always be in accord with the needs and motivations of your customers.

Here’s a sample schedule you can follow to keep your analysis on point:

  • Every Three Months: Evaluate the results of any new strategies you implement. Are your revised email templates earning better click-through rates? Has the conversion rate improved in any sales pipeline?
  • Every Six Months: Interview customers who are seeing success thanks to your business, and add their data or feedback to your CRM. Remove data of customers who don’t or no longer fit the criteria of a successful customer.
  • Every Twelve Months: Take the time to talk with your top customers to learn exactly how they’re using your product, their current ROI, and how you can serve them even better. Reanalyze your data with new charts and pivot tables to derive important insights. Also, update your ICPs, templates, and pipelines if you see substantial changes in the data.

6. Generate and Apply Data Insights from Analytics

Specifically, your website analytics. From reading through a blog post to clicking on a CTA, every on-site action a prospect takes can offer valuable insight into customer behavior.

With tools like Google Analytics, you have easy access to key metrics such as time on page, bounce rate, goals completion, and so on. And with tools like Hotjar, you can further analyze user behavior with heatmaps and screen recordings. This can help you interpret what your audience finds more engaging and how you can create a more effective website experience and product positioning.

For example, if prospects are having trouble navigating certain sales pages, work on the interface to create more intuitive navigation. If there’s a page prospects spend more time on or engage with more, analyze that page’s content to see what’s keeping people interested.

7. Create Better Sales Forecasts and Plan Your Future

A sales forecast is an in-depth estimate that predicts what a salesperson or team will sell weekly, monthly, quarterly, or annually.

The more accurate your sales forecasts are, the better you can plan your growth activities.

Looking at past behavioral data can tell you which features customers have found most valuable over time and which features are worth either revising or letting go of. Similarly, reviewing your most popular website pages can also inform your content strategy, helping you focus on topics and formats that best serve your audience’s challenges and drive the most engagement.

Source

Furthermore, staying updated with market trends helps you understand what other companies in your niche are doing well and where they’re lacking, so you can plan for new features that capitalize on those areas.

And with new trends like remote work, you should also use your data to better train your remote sales teams and prepare them for whatever challenges lie ahead.

After all, the better you understand your market trends, the better product-market fit you’ll have.

8. Better Predict the Customer Journey

The best way to understand each of your customer profile’s buying behavior is to map their journey.

Customer journey mapping is a tactic that involves creating a detailed, visual representation of the customer journey based on important touchpoints between a customer and your company before, during, and after purchase.

Source

As you can see in the image above, you can use NPS, CSAT, and CES surveys to capture first-hand customer feedback to include within your customer journey map and analyze the journey-wide customer experience.

Consider Uber. Minor touchpoints include activities like following the brand on Twitter. Major touch points include activities like downloading the app, requesting a ride, or using the referral program. Once touchpoints are defined, marketers at Uber may analyze what factors affect each touchpoint.

Questions like what influenced a user to download the app, what led a user to register to become an Uber driver, what led to an uninstall, and so on can help pinpoint successful and failed touchpoints and build a plan to improve the customer journey.

You can also build email drip campaigns meant to re-engage customers based on certain milestones, such as weeks or months of inactivity.

Time to Sell Better

At the end of the day, all that customer data and analysis is only as good as its application. Use the strategies outlined above to help your sales team take full advantage of your customer profile analysis and keep your team focused not just on metrics but on the needs and motives of your customers.

When your sales process is people-first, more sales are bound to follow.

Author Bio

Mark Quadros is a SaaS content marketer that helps brands create and distribute rad content.  On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot, CoSchedule, Foundr, etc. Connect with him via LinkedIn or Twitter.

Seen at: Benchmarkemail.com

EMAIL MARKETING

How to Create an Email Marketing Calendar in 2022

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How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

PromoPrep Email Calendar

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

  • Promote a new product or event?
  • Re-engage your customers?
  • Encourage them to check out items from their abandoned carts?
  • Launch a seasonal campaign tied to an upcoming sale?
  • Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach. 

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10 Tips On Effective Email Marketing For Mobile Apps in 2022

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If you are one of those who thinks email marketing does not work, then you are definitely missing out on a huge market opportunity.

The reason most people conclude email marketing is least relevant is that they aren’t doing it effectively.

An effective email marketing campaign will still produce tremendous results in 2022. It is a good way that top app development companies in the USA can get their messages out to their customers and clients and can also help to strengthen relationships.

There are basically three types of emails; marketing emails, transactional emails, and operational emails.

Marketing emails consist of a newsletter, announcements, sales promotions, and press releases. Companies send these emails to people who want to receive updates from them. These include; clients, affiliates, prospects etc. This is the type of email you get when you subscribe to a website’s newsletter.

Transactional emails are emails that are triggered by a customer’s action or activities. Some examples of transactional emails include welcome messages, registration confirmations, tracking information, sales receipt, invoice etc. Transactional emails have the best chance of being opened as they are trusted emails. They provide an opportunity for more engagement.

Operational emails communicate important information about a business to customers. This includes informing them of holidays closures, service unavailability, maintenance plans etc. This is one of the least successful emails as people tend to skip it quite frequently.

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Below are ten tips for effective email marketing during mobile app development;


1. Building subscriber list:

The first step towards an effective email marketing campaign for mobile apps is building your subscriber list. Of course, who would you promote to if you don’t have any subscribers?

App development companies can encourage sign up by making sure subscriptions forms are available on their homepage and in every other location on their site. Some websites even have sign-up forms that hover over the page and follows the users as they scroll. It is not intrusive, yet it catches attention.

Another effective method of encouraging sign up is by explaining to readers what they stand to gain by subscribing, perhaps a free ebook, or tutorial.


2. Proper targeting:

In order to have an effective email marketing campaign in 2021, you must learn to target your emails to the right recipient.

One of the top reasons why email marketing fails is because mobile app development companies treat all subscribers as the same, hence sending blanket emails.

To have an effective email marketing campaign you must segregate appropriately. This will require you to gather as much data as possible pertaining to your subscribers; their geographical location, their buying habit etc.

This way, you can send your subscribers messages that resonate more with their needs and interest. This makes it more likely for them to take up your offer.


3. Personalization:

Personalizing your emails is also another proven way top app development companies can boost their email marketing campaign.

Rather than sending a generalized email to all your subscribers using the boring “dear reader”, you can replace this with the recipient’s name.

Current emailing software allows users to interchange the generalized address pattern with the recipient’s name. This creates a feeling of camaraderie and trust and increases the chance of your email being opened and read.


4. Keep it simple:

It gets pretty confusing and annoying when you open a webpage and you are bombarded by flashy graphics, huge fonts and some other elements that obstruct the main content of the page.

Most times people just abandon such pages and head to alternative one. In order to prevent irritating their audience and potential customers, top app development companies need to keep their layout as simple as possible.

You should make it look professional. A good number of people often mistake simplicity with being cheap or substandard, and complexity with top-notch. That is far from the truth. The most successful campaigns and websites (Facebook, Google, and Instagram etc.) are built on simplicity and ease of use.


5. A powerful call to action:

There is no point sending dozens of emails if you don’t tell your readers what you want them to do with.

Call-to-action is an important element of a successful email marketing campaign. It is the push that is sometimes needed to turn a reader into a customer.

A call to action can ask customers to make a purchase, to subscribe to a newsletter, click on a link, fill a survey form etc.

Email marketing example from Netflix.


6.Proper formatting:

The manner by which the content of your email is presented also goes a long way in determining the success of your campaign.

Firstly, learn to use catchy titles and engaging opening lines. Your opening lines must be geared at holding and sustaining the attention of your readers.

Your opening paragraphs must be such as to highlight the subject matter of the content. Do not beat around the bush, you will lose your readers before they get to the sweet part.

Also, mobile app developers have to observe proper formatting of their content so as to make them easily readable. This will include using short paragraphs, using keywords and phrases that are relevant to their content, using bullet points to allow their audience be able to skim through their content and identify the key points, using of images to illustrate message etc.


7. Ability to unsubscribe:

This may seem like a point that is a successful email marketing campaign but it is actually beneficial to it.

For some reasons, a subscriber may want to opt out of your mailing list. If they are unable to or they find extremely difficult to, they may flag your email as spam and this will cause you problems down the line.


8. Ensure it is mobile friendly:

We are in the age of smartphones where the majority of users access the web via their phones than on their desktops.

Therefore, to have a successful email marketing campaign top app development companies must ensure that their emails are mobile friendly.

They must be able to open on mobile without any of the elements of the email missing. One way to confirm how mobile friendly your emails are is to subscribe to your newsletter and then view it on your smartphone.

mobile-friendly-websites


9. Test:

Before you send out emails ensure that you test and double check your message. Make sure all the properties and links to the email are working properly.

You should also check it on different platforms and on a variety of mobile devices. For a more efficient testing, you can utilize tools like Litmus. This tool tests and provides screenshots of your email as it would appear on different email platforms.

It is bad practice to send mass email without testing. If there is any major error this could damage the credibility of your brand tremendously.


10. Monitor your data:

For an effective email marketing campaign to promote your mobile app, it is important that you monitor your data. Take note of how many of your subscribers actually opened their emails and how many carried out the expected action. Other information such as time of day people opened the messages is also equally important.

You can also read more about personalization of mobile app och evolution of app design articles to learn more about.

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

We tell each other stories all the time: at family dinners, at friendly parties, during office lunches, sharing photos on social media, shooting dozens of stories a day. And this information sits much more firmly in our heads than just the facts.

Because when we read stories, our brain uses not only the language part of the brain, which converts words into meanings but also the parts of the brain that deal with emotions. We imagine taste, smell, color, and movement by combining what we’ve heard with our own personal experiences.

What is storytelling, where does it come from and where is it used

Storytelling is a method of conveying information in the form of a story in order to engage the listener’s sensory and emotional experience.

It is the emotional connection to the brand and the company that determines the audience’s affection and trust. And a story is a great way to start this attachment. Storytelling is more than simply that. Any story resolves a conflict, “does irreparable good”, or solves a problem.

How storytelling works

Our brain only engages the left hemisphere when we hear boring facts. Stories include the right hemisphere, which generates images, pictures, emotions. It is a chemical reaction that produces oxytocin, which creates the trust necessary for the success of any deal. When you bring in the emotional connection created by the story, the client doesn’t need to be persuaded.

Commercial storytelling serves several functions.

  • Propaganda
  • Unification
  • Communication
  • Influence

Propaganda

Stories have the power to inspire, persuade, and convince. They have the potential to be long-lasting and drive others to do useful things. In early 2017, Nike, for example, promoted women’s freedom of choice in sports.

Unification

Stories help to shape a project’s, brand’s, and/or company’s culture and establish a common identity. Lego came up with a cute commercial, utilizing a sketch from one family’s life to demonstrate how to bring together customers and a company that creates cubes, after which parents stop walking barefoot in the house.

Communication

Stories inspire trust, and trust is the key to understanding. The greater the understanding, the more effective the communications that lead to the goal.

Influence

Stories inspire and build credibility. Steve Jobs was a brilliant entrepreneur, inventor, and industrial designer, as everyone knew. And when he gave his famous Stanford speech, the world recognized him as a wise man in whom one believes unconditionally.

Features of commercial stories

To build storytelling into a company’s marketing, you need to:

  • formulate the purpose of the story;
  • be client-oriented;
  • use the “situation-problem-solution” scheme;
  • show the audience the value of the brand;
  • if possible, use a story to engage the audience or make the client a full participant in it.

How to tell stories that people will believe

You don’t have to be a talented storyteller, creative research paper writer, or director to come up with a story. It is enough to take a plot, phenomenon, or event that really changed your life or the life of someone around you.

Stories can tell:

  • about the creation of the product;
  • about working with clients;
  • about successes and failures;
  • directly about the product;
  • about the company;
  • about anything in general, directly or indirectly related to your business.

Ways to tell a story

Marketers don’t just tell stories with text or video. It can be comics, cards, offline speeches, podcasts, other formats for presenting content, and even multimedia. The main thing is to follow the algorithm.

Storytelling algorithm

Analysis of the target audience for storytelling

True, but marketers and other associated professionals frequently overlook this step, despite the fact that any marketing activities, whether launching an ad campaign or implementing a new product, begins with research on the target audience.

Before telling a story to readers or listeners, you should assess their prior experiences and listening skills. After that, bet on the ones who are more loyal and receptive.

The main idea of storytelling

In marketing, a commercial story catches the user’s attention and establishes an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

When starting to build storytelling in a company, a marketer should keep in mind that there is a story behind every fact. It begins the moment a fact is discovered, and its impact on the further course of events is obvious. This fact becomes important to a certain audience when it somehow affects the context of that audience.

Choosing a hero for storytelling

The stories that a company tells about its job or product are dependent on the client’s context – their life, habits, and interests – rather than the company itself. The main character could be the client’s image or the image of the relative (mother, spouse, child). It could also be a pet, a household object, or another familiar object.

The character is usually drawn from a living person, and the audience thinks, “Oh, this is what my mother would do, and this is what my friend would say”. The character must be completely understood in order for you to know exactly how he would act in a certain situation – for this, you must fully develop the character.

Choosing the plot

It’s not so much about the story itself in commercial storytelling as it is about the advantage the story will give. It is critical in marketing to demonstrate how the brand can solve the customer’s problem.

That’s why storytellers base their stories on the product’s usefulness to the customer. The basis of the story is usually as follows: the hero encounters a problem and solves it with the help of the company’s product.

Storytelling in email marketing

Companies that launch mailing lists often use numbers and a simple listing of facts, and don’t want to scatter the attention of subscribers. They think, if people have already opened the letter, let them get the “maximum benefit”. But why do they need this, if trust in the company has not yet been formed? And trust cannot arise without emotion.

Stories in letters that aren’t just numbers and facts, but also include a plot, characters, and emotional attachment, can affect readings, establish a relationship between the subscriber and the brand, and involve to use of the product.

Most consumers have already developed banner blindness and don’t notice the standard advertising in newsletters, but they are not yet accustomed to letters with stories. That’s why such emails draw attention to themselves.

Features of email storytelling

Content story emails are usually lengthy, but if your story holds the reader’s attention from the beginning, the recipient is more likely to finish the email and possibly take targeted action.

Important: storytelling in a letter begins with the subject and the preheader. No matter how exciting the story is in the letter, it may not be opened at all if the headline is boring.

Storytelling techniques in emails

You can tell stories in letters in the following ways:

  • Blog article announcements as standalone stories.
  • A short story that leads to a targeted action.
  • Letter from the blog editor.
  • Stories in article previewsю
  • Quotes and stories from the brand’s customersю
  • Stories with a brand mascot.
  • Cases.
  • Comics.

You can also include videos in mailings, tell jokes in letters, start a series of letters, conclude each letter with an intrigue – so the reader expects the next one, and use a variety of formats (text + photos + video) in your mailings.

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