Use Storyselling to Captivate Consumers and Drive Sales

Travis Chambers, Founder and chief Media Hacker of Chamber Media, wrote about storyselling – or telling a great story while driving business results – in an article for Think with Google. Below are three takeaways from Chambers that you can apply to your video marketing strategy.

1. Incorporate humor and learning

Chambers notes a variety of formats that allow companies to share a compelling story such as testimonials, demos and before-and-after. The struggle is in standing out among a crowd of competitors using the same video marketing strategies. Humor makes a huge difference in whether viewers see your video, watch (and re-watch), remember and ultimately convert. If you can use humor to not just entertain but educate viewers on how your product works and how it will solve their problems, your marketing will seem more organic. It will feel like the kind of humorous or educational content viewers are already seeking online, and less like an ad.

2. Have a clear and simple call to action

Once your audience is captivated by your hilarious and informative video, you can make your pitch. Chambers observes that while storytelling can create strong positive feelings about a brand, it doesn’t do much good if the company neglects to sell their product or service. A story about how you developed the prototype for your product in your kitchen is interesting, but it’s only useful if customers can easily go buy that awesome product. Your video should have a simple and clear call to action within the video itself, through any available hyperlinks and in the text description, telling your potential customer exactly what to do next.

3. Track metrics that matter

You’re not storyselling if you don’t know whether your video has actually driven sales. Unlike tracking views and click-through rates, it can be difficult to measure whether a video is truly leading to conversion. Chambers suggests using A/B testing to help determine whether a video is leading to more sales. He suggests filming or editing multiple versions of a video and sharing them with different focus groups or marketing to discrete audience segments to get feedback and track conversions. This will not only help you determine which video to use for this particular campaign, but can also let you know what kinds of videos resonate more strongly with your audience.

As it becomes increasingly difficult to stand out in a crowded field of digital marketing, it is important that video goes beyond storytelling and employs storyselling. Storyselling will both create a stronger brand identity and ultimately grow your business.

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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.