Frequently asked questions
Is storytelling relevant to business?
Yes, it’s hugely relevant! To sell your product, service, or cause, you must connect and engage with your audience, otherwise they won’t take any notice. One of the most effective ways to do this is through brand storytelling.
Academics and marketers alike have found that our brains are hardwired to process and store information in the form of stories. In fact, according to professional speaker Akash Karia, stories are irresistible to the human mind because they activate our imaginations.
You might already be telling stories, but are they as powerful as they could be? We talk about brand storytelling a lot in our weekly Be The Drop podcast and THIS episode specifically covers storytelling to improve sales.
What is Content Marketing?
Content marketing is a strategic focus on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Crucially, the content does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Research shows that the vast majority of marketers are using content marketing. In fact, it is used by many prominent organisations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.
Specifically, there are three key reasons — and benefits — for enterprises who use it: Increased sales; cost savings; better customers who have more loyalty. Regardless of what type of tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing, and there are a number of overall business goals you could have for it: Brand awareness or reinforcement; lead conversion and nurturing; customer conversion; customer service; customer loyalty/retention; passionate subscribers.
Get more of these obscure terms explained HERE
Why is video so important?
We often get asked, what is visual storytelling? Well, today, there are few marketing tactics more important to your business’ visual storytelling efforts than video. Hugely popular social media channels such as Facebook, Twitter, Snapchat and YouTube mean that if you’re not creating and marketing using video, you’re missing a trick.
YouTube is a massive library of video content: 300 hours worth of video content are pushed to YouTube every minute. Facebook video helps you to target and reach fans at scale, plus they’re a marketers dream when it comes to audience data. Facebook Live is even more powerful. Twitter’s video product has changed the way people use and consume the platform. It’s hard to set the tone of a message in 140 chrs, but with video it comes across loud and clear.
Video is extremely useful for internal communications and training, for presentation skills and event capture. Basically, it doesn’t matter what you’re selling or what you do, video is how to tell your brand story in the most impactful way. And it doesn’t have to cost the earth. Narrative Marketing provides a Video Storytelling Package, which is integrated with written content so you can amplify your message across multiple formats.
How can social media work for B2B?
You might think social media is only relevant for a marketing strategy focused on the consumer. But LinkedIn is a business ‘social network’ with powerful SEO and thought leadership capability. It is the world’s largest professional network with nearly 500 million members, including over 39 million students and graduates – the fastest-growing demographic on the platform.
Professionals use LinkedIn to connect with their peers, network within their industry, headhunt talent, share best practice and discuss business issues. In B2B, can you afford not to include LinkedIn in your business marketing strategy?
What is SEO?
SEO stands for Search Engine Optimisation. It covers the different tactics and ways you can optimise your website content to make it more visible in search results. Stay tuned for our series of SEO blog posts, coming soon!
What is Inbound Marketing?
According to David Meerman Scott, “Inbound Marketing is about getting found online, through search engines and on sites like Facebook and YouTube and Twitter…”
Content marketing, unlike inbound, is not new. In fact, The Furrow magazine by John Deere in 1895 is often cited as an example of it, so it’s been around for over a century.
Content marketing must include strategic planning, content creation, distribution, and metrics for multiple stages of the buying cycle to multiple customer personas. That means, a complete content marketing strategy would incorporate inbound principles, but it would also take a more holistic approach to meeting a business’s overall marketing goals. We explain more jargon HERE.
Why do I need to have a blog?
You don’t have to, but blog writing is a proven, effective way to reach your target audience. Blogs increase your SEO (search engine optimisation) and SERP (search engine results page). This means that potential customers will see your business online above your competitors.
Blogging gives you an extra foothold over the competition in your geographical territory; your message – not your competitor’s is the one your target audience will receive, making you more persuasive. Posting topics that resonate with your market and showing your knowledge promotes better word of mouth, trust and strengthens your brand, achieving status as an industry leader.
Blogs can also build staff pride, increase internal awareness of business growth and consolidate a company ethos where each staff member becomes an ambassador for your business. Blogs give you a forum to present your messages to industry magazines / websites who are often looking to publish industry relevant content.
Read more about the importance of blog writing HERE.
Why do I need to use social media?
You don’t have to. But if your target audience uses social media (and there are very few audiences that don’t), then it can be an effective way of communicating with and engaging them in conversation.
For B2B, LinkedIn is a brilliant tool for making real business connections and extending your reach. There are a series of posts about LinkedIn on our blog, which you can access through THIS post. If B2C is more your thing, Facebook and Instagram are the big players. Learn how to use Facebook Live to create meaningful connection with customers HERE.
Isn’t marketing really expensive?
No! Not necessarily. We believe that effective business storytelling needn’t come with a hefty price tag. That’s why we offer a range of content, training and strategy services to suit any budget. We also provide plenty of free resources! Have a rummage through our website pages, or click here to get started. If you’re still not sure, no worries, send us an email and we’ll give you a buzz to chat through some options.
What is GDPR and do I need to worry?
GDPR is a new regulation governing the collection and use of data within the European Union (EU). BUT it also affects businesses outside the EU because of the World Wide Web.
It mainly concerns:
*** Monitoring activity of people in the EU
*** Collection of personal information and sensitive data
*** Management and deletion of data
Australian businesses could be affected by the GDPR via:
*** EU website visitors being tracked through analytics
*** Collecting data through online forms
*** Social media marketing
*** Online advertising e.g. Google AdWords
What you need to do:
1. Review website analytics update data retention settings and remove tracking via IP address
2. Review customer data in website analytics and REMOVE all personally identifiable info
3. If providing website information in a language other than English, add a notice stating that it is being provided in other languages for the convenience of LOCAL visitors.
4. Review all website cookies and update to seek EXPLICIT CONSENT from EU visitors (opt in, not opt out)
5. Same for online forms and any other activities gathering data for email marketing
7. Review privacy settings for all tools/plugins being used
For more information, there are useful resources HERE.