Kelly Rice and Victoria Rayburn
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Episode 096: Marketing Guiding Statements (Part 6): How to Determine Your Small Business’s “Why”
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June 12, 2023

Why Small Businesses Should Use Storytelling in Marketing


In a fast-paced world filled with constant information overload, capturing the attention of your ideal customers is more challenging than ever. As a small business, how do you break through the noise and leave a lasting impression on your customers? The answer lies in the timeless art of using storytelling in marketing.

In this article, we’ll explore why you should use a story-like framework to clarify your marketing messages, and how to use it to keep people’s attention and get them to remember your small business.

 

Why you should use storytelling in marketing.

With the average attention span of humans decreasing to just 8 seconds (with less than 5 seconds to capture a visitor’s attention on your website), it has become vital to capture your audience's attention quickly and effectively.

The fact of the matter is—we love and remember stories. While very few of us can retain lists of facts and statistics, research shows that using elements of story helps us remember messaging over 20 times better. This is because stories have a unique ability to bypass the analytical part of the brain and resonate with emotions—making them far more memorable than a plain list of features or benefits.

 

friends shopping together

 

Storytelling in marketing sparks emotion and drives action.

As a marketer, you’re probably already aware that people make buying decisions first based on emotion and then back up that decision with facts. In fact, studies have shown that emotions influence consumer purchasing decisions by up to 90%.

At Treefrog, love that storytelling naturally evokes emotions which allows your ideal audience to immediately feel a deeper connection with your brand. By crafting marketing messaging that resonates with your target audience's aspirations, challenges, and desires, you can engage them on an emotional level. This begins to build loyalty and solidifies long-term relationships.

 

Engagement is the lifeblood of all successful marketing campaigns.

Storytelling provides a powerful tool that clarifies your messaging, captivates people, and keeps them engaged. By involving your audience in a story-like framework, you transform passive consumers into active participants. This gives them a more personal experience, a sense of connection, and involvement.

This is why edutainment—the practice of entertaining while educating—has become a very popular way to drive marketing engagement.

 

Building trust is essential in any business relationship.

Storytelling helps establish trust by creating authenticity and transparency—which is what EVERY customer under the age of 35 wants. Plus, research indicates that 92% of consumers prefer advertisements that feel like stories rather than traditional ads. By weaving story elements into your messaging that reflects your brand's values and mission, you humanize your brand and build a sense of trust and credibility.

 

woman using her credit card online

 

The ultimate goal of any marketing effort is to drive sales and conversions.

You can build a stunning website, post a reel a day, implement sales funnels, and do all of the marketing things you’re “supposed to do.” However, all of these efforts and tactics are a waste of time, money, and resources if your messaging isn’t clear.

This is why many small businesses use a story-like framework to clarify their marketing and communication messages before they decide things like which social media platforms they’re going to use, figure out how much money they’re going to invest in Google ads, or make any other marketing decisions. They’ve realized that adding storytelling in marketing drives better engagement.

 

When you clarify your messaging using story elements, you can create marketing campaigns that hold your audience's attention, create an emotional connection, and convey complex information in a compelling and easily understandable way.

One of the most impactful things you’ll ever do for your small business is to clarify your message before implementing any marketing strategy.

If you find that this is exactly what you need to do, but it feels a little overwhelming, that’s ok! Our StoryBrand Certified Guide can help you use story to your advantage and generate more leads by creating effective messaging that establishes your brand as a trusted partner and guides people to want to do business with you.

 

Be confident in your marketing strategy and learn how to clarify your messaging for small businesses.

 

See the growth you’ve been working so hard to achieve with our proven, four-step marketing system.

Treefrog Marketing is a marketing agency in Lafayette, Indiana focused on helping small businesses grow. We specialize in strategic marketing and advertising, digital marketing, graphic design, web design, social media, SEO, and more. For more information, please visit our website. You can also connect with us on Twitter, Facebook, LinkedIn, and Instagram.

Leverage Kelly’s marketing experience, insights, and leadership to grow your business.

As the founder and chief marketing strategist at Treefrog Marketing, a co-host of the Priority Pursuit Podcast, a StoryBrand Certified Guide, and fractional chief marketing officer, Kelly Rice has spent more than two decades helping small businesses take their companies to the next level by providing trustworthy leadership and building effective marketing strategies and systems.

She has dedicated her career to helping small businesses succeed because she knows, firsthand, how hard they work to make their communities a better place. 

Still, many people undervalue the strength and ingenuity of small businesses, but not Kelly. She believes they deserve to have a marketing partner and strategy that works as hard as they do.

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