How to Be a Storyteller in Digital Media and Advertising
Defining the cause: Why does digital storytelling matter for a brand?
Benefits of advertising in the digital age
- Expanded reach. An online presence isn’t limited by geography and allows smaller businesses to gain market share from anywhere in the world.
- Cost effectiveness. Digital platforms are much more affordable than traditional forms of media.
- Return on investment. Due to the relatively low cost of creating online assets, the rate of return is much higher in the digital sphere.
- Ease of measurement. Through performance tracking and data analytics, information about open and click-through rates and pageviews can be known in real time. This allows strategists to address underperforming areas quickly.
- Better engagement. Whereas traditional ad media are static, digital advertising allows for an immediate exchange of information. When consumers express dissatisfaction, issues can be resolved quickly.
Becoming a brand champion
- Video content. A video can add depth to any message and is a cost-effective choice. Cellphone cameras often provide sufficient HD and aftereffects to help engage an audience. If you’re looking to maximize your content, Vimeo offers a quick guide on the preferred video length for each of the major social media platforms.
- Infographics. The combination of images and words is visually appealing and highly scannable, allowing your audience to absorb information quickly. On average, infographics are shared three times more than any other type of content on social media, according to Quuu.co.
- Testimonials. People want to know how you stack up against the competition, and testimonials from real customers and clients can be an effective way to convey this messaging in print, online graphics, and video. Cube Creative reports that two-thirds of consumers say they’re more likely to make a purchase after watching a testimonial video while, on average, testimonials on sales pages increase conversions by 34%.
- Social media. Having a social media presence is increasingly important. The average person spends approximately two hours and 25 minutes on social networks each day, according to HubSpot. Also, social media posts with photos are more likely to get high engagement than those without. For example, tweets with photos receive a 35% higher retweet rate, while Facebook posts with images are 2.3 times more likely to be engaged than those without an image, according to Convince&Convert.
- Blogs. Blogging is a cornerstone of digital marketing strategy. With new content that is frequently published, it helps drive traffic to your site, cultivates new business leads, provides a boost for search engine optimization (SEO), and provides the consumer with a deeper knowledge about different aspects of your product or service.
- Emails. Emails are one of the original points of contact in digital advertising and part of the opening act in the story that you’ll share with consumers. Often following a request for information (RFI), emails can provide greater clarity about your product, its history, and how it can benefit the consumer. With an average open rate of 18% (according to Campaign Monitor), email is still a viable option for onboarding new customers.
- Landing pages (LPs). The LP is typically where visitors “land” after clicking on a banner ad or email link. It’s a standalone page that provides more detailed product information, as well as serving as a call to action (CTA) for engagement. Companies with 15 or more LPs receive 55% more online traffic than businesses with fewer than 10 LPs, according to techjury.net.
Tips and tricks to help bring your brand’s story from concept to reality
- Define your goals. Without a clear plan, your ad campaign could be seen as scattered or disjointed.
- Develop a clear tone and voice. Each element — from clickthrough ad to social media — should sound nearly identical.
- Stay on top of social media. Keep your customers engaged by offering content on a consistent basis. It’s also a great way to offer promotions or to answer questions directly.
- Define your audience and develop personas. While the general audience may consist of an entire population, you can drill down further by creating a buyer persona, which considers key demographic data for more specific messaging.