Successful entrepreneurship is no coincidence. It is about having the right entrepreneurial spirit and a strategy that fits your business. Is that strategy a good fit? Then the ideal customer can find your company. Ideally, you want this customer to not just make a one-time purchase, but become a fan of your company.
Part two of the series of “from ideal customer to fan”, elaborates on storytelling. How do you make sure that your customer’s experience is the same both online and offline?
Creating or retaining fans is all about experience. A ‘good offer’ often stays in a person’s memory for a short time, an experience is remembered for a long time. Why is this? With an experience a story is created in which emotions are triggered. These emotions ensure that the brain stores the experience better. If you want to bind customers as a company, the experience must be optimal.
Building relationships between people takes time, trust and needs a foundation of consistent behavior. The same applies to creating fans, which is a relationship between the customer and your brand. To build the experience in such a way that fans are created, a good brand story is essential. This brand story can be brought to life through storytelling.
What is storytelling?
Storytelling is the telling of a story, like in a book or movie. The story has a beginning, a middle and an end and is constructed logically. To tell a consistent brand story, when creating the brand story you start by defining “the why, the how and the what. Read more about this in “part 1 from ideal customer to fan”.
After defining the why, make the brand story tangible so the visitor to your (online) store feels attracted and carried along in your story. Use this story to illustrate your brand story or demonstrate a product solution. For example, if you have a shoe store with specific shoes for people with challenging feet, make sure the ‘why’ is not: I want to sell more shoes, but rather has to do with solving the problem foot so the main character of the story, the customer, no longer has problems with his feet.
Storytelling building blocks
The part of our brain which deals with feelings, and therefore perception, knows no language. For this reason, the brand story must strike a sensitive chord and illustrate your brand’s predictable behavior. This to ensure that emotions and feelings around a character or brand remain consistent and fans become more and more attached.
To write a brand story that triggers emotions, use storytelling building blocks. These building blocks are; main character, ambition, conflict, solution and result. For a successful brand story you put the customer as the main character. You describe what he would like to have, his ambition. Then you describe the conflict he is facing, like the painful feet from the earlier example. The solution is a good advice or product and the result is a satisfied customer who does not forget the store’s advice and products and has the potential to become a fan.
In many brick-and-mortar stores, these types of examples are easily revealed through the conversations the staff has with the customer. Online, it is often more difficult to properly get the brand story across.
Especially online it is important to show your brand or store from the human side. This way the viewing of the online store is a personal experience that suits your ideal customer.
5 tips for the design of a webshop that matches
- Start by writing your brand story that fits your entire brand. Adjust the colors, images and style of your online and offline communications to it.
- Analyze what is important in this story, is it perhaps personal advice? Then integrate this into your webshop like by using Whatsappbusiness or a chatbox to quickly answer questions. In addition, you can work with software such as tritonX that makes personal offers or solutions visible and ensures that employees know what the customer has previously purchased through linked sales channels.
- Personalized newsletters written in such a way that it feels like you know the customer.
- Setting up the webshop “as it would be in the store”. Are they welcomed with coffee in the store and only after that see the special offer products? Then make sure that the atmosphere on the homepage is relaxed and that people consciously click through to the special offers.
- Connect the communications and commercial actions on social media, in the store and from the webshop. This way people in the store can get the latest tips through social media, on the website they get the feeling of personal contact and on social media they can find the way to the sales channels.
Want more tips on integrating a brand story on your on and offline platforms? Keep an eye on the news updates of tritonX. tritonX helps your company to create a personal cross- and omnichannel shopping experience. The software helps both sales and marketing to spread your brand story and turn customers into fans. Want more info? Don’t hesitate to contact us at: firstname.lastname@example.org or call +31 (0)85 273 36 41.
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