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Building Relationships with Your Customers Through Storytelling

MarketingSarah Thom

 

Storytelling has always been an integral part of our lives; from listening to the stories your parents read to you as a child, to when you’re telling stories to your friends. It’s a powerful psychological tool, used to evoke feelings and emotions within people and build relationships – something that has not escaped the attention of companies and brands in marketing themselves.

Consumers no longer want to just buy the “best” products, but want to buy from businesses that share their beliefs and values. It’s because of this, that storytelling has become an important tool in the tactical marketing toolbox.

Marketing through storytelling is the indirect sell, it positions your business to the consumer, rather than explicitly sells the product itself. And it can be used by businesses big or small.

So how do you do it?

The cornerstone of any successful storytelling campaign is understanding your businesses own characteristics and values, and how these resolve the pain points of customers who buy from you.

By pinpointing the answers to these questions, you’re not only on your way to being a storytelling success but also understanding the strengths of your brand.

Below we give you some handy pointers on how you can build up engaging storytelling in your campaigns:

 

 

● Don’t just share statistics – people remember stories much more than they remember facts and figures.

● Use real stories, or at least ones based on real stories – you will receive a negative response if consumers perceive you to be false.

● Use your employees, they are a great resource – ask them what they like about your company and why they chose to work there. Then use these stories in your campaign.

● Use descriptive language – the aim of storytelling is to evoke feelings and emotions, so make sure that you use language which will do these things. Imagine a time when you picked up a book to read, or found a blog post, but when you started to read it you found that you felt nothing – did you carry on reading it? Or did you discard it and forget it altogether?

● Write about WHY you do what you do, not WHAT you do. Your unique story and ethos behind your company is what will draw people in and keep them interested much longer than your latest product.

 

 

Storytelling is a great way to build stronger relationships with your customers. So, why not get started on your story today?

Third-party email lists – beware of the pitfalls

DigitalEleanor Yeo

 

Being able to communicate directly with your customers is vital to any business. One of the ways that's become more and more popular with businesses, when keeping in touch with their customers, is email communication.

Whether it is through a monthly newsletter, or just a quick email to remind them that you are there, email marketing campaigns can be very successful in getting people to return to your company again and again.

But building up your email contact list takes time and tactics. Getting people to give you their information is getting increasingly harder, as people are more reluctant to give out information which they fear may result in a deluge of emails or letters.

For this reason, some businesses resort to buying lists from websites and other companies. The theory is that because these people have already signed and given consent for their information to be used by one company and third parties, it doesn’t matter if they haven’t given it to you directly. But things are not always what they seem... such recipients are highly likely to perceive your email as ‘spam’ and label it as such.

We recently came across an example of where a business had purchased a list of thousands of new email addresses to send their newsletter to – meaning they had more than doubled their contact database overnight. The company that they bought the list from, assured them that the respondents had genuinely signed up to receive emails from companies such as theirs, so they thought that they had nothing to lose. Sounds simple enough.

However, what they hadn’t realised is that buying email lists can have a negative effect on your business particularly if recipients have never heard of you. On this basis, such recipients are highly likely to perceive your email as ‘spam’ and label it as such.

Email marketing platforms, such as Mailchimp, are very strict when it comes to the people who use their service. If you send out a ‘spam’ email, then they can impose harsher restrictions on adding new and genuine subscribers, shut down your account or even fine you. Even if you may not have intentionally sent out a ‘spam’ email, if too many of the recipients label it as such, then providers will act against you.

Buying third-party lists can also create a negative perception of your business among the people purchased. If people see your brand associated with ‘spam’ emails, which they did not sign up to receive, then negativity will grow and potentially spread.

So, what do we recommend to increase your email contact database?

Grow your list yourself and do it organically. Increasing awareness of its existence and possibly spending money on incentivising people to sign up is far better than spending money to buy the contact details of people who are not warm to your organisation.

Introducing our newest appointment - Emma Cottle

NewsRob Mulholland

We're pleased and excited to announce, due to growing demand for our services, our latest appointment to our team - introducing Emma Cottle.

Since launching in 2014 we've experienced steady growth over the last two years and Emma Cottle takes up the newly created role of account manager.

Emma has six years of experience in marketing, and will be applying her specialism of digital marketing and strategy to both our commercial and not-for-profit client-base.

Emma says:

‘I am very excited to join McQueenie Mulholland – the company has an interesting and diverse portfolio of clients, and their ethos of working with SMEs and not-for-profit organisations is close to my heart. I look forward to working with the team to further develop our offering and help our clients to grow.’

We are delighted to welcome Emma on board, her experience complements the skills of our growing team and we see her appointment as crucial in helping us to deliver client projects.

Emma comes to McQueenie Mulholland from a Digital Account Manager role at Exeter marketing and design agency, Bigwave Media. Prior to this, she worked in both agency and client side marketing roles, providing her with an understanding of marketing on both sides of the client/agency fence. Emma has a BA (Hons) in Equine Business Management and has recently obtained a CIM Level 6 Diploma in Professional Marketing.