This article explores how to use storytelling to enhance your e-commerce brand. Read on as we explore all you need to know about brand storytelling and how to use this tool to succeed in the e-commerce space.
Consumers are captivated by stories. Stories comprise a significant portion of the content we consume, from socials to media to face-to-face interactions.
E-commerce storytelling focuses on the narrative of your brand or company and your products and how you communicate that story to consumers. But unlike stories told for entertainment, your e-commerce brand storytelling should ultimately sell your products and facilitate brand loyalty.
Customers make purchase decisions based on multiple factors. Price and shipping costs and times are logic-based influences on shoppers’ buying decisions. But logic isn’t the only element driving purchase.
Consumers shop both logically and emotionally. And your e-commerce brand storytelling targets and captures the emotions of your audience. Compelling storytelling considers your customers and what captivates them –– and their wallets. Effective storytelling engages consumers and sells your products and brand.
Storytelling might be your most valuable marketing tool.
Effective brand storytelling informs, educates and compels shoppers toward purchase. It presents a factual narrative woven with details and emotion that capture the consumer and progress their station in the buyer’s journey.
Telling your brand’s story endears consumers to your company. It helps shoppers identify and align with your brand, which leads them to choose you over your competition.
A compelling story requires more than a simple retelling of events. It’s more thann your organization’s origin story. Successful and effective e-commerce storytelling is living and fluid, presenting an evolving picture of your brand as it grows and changes.
Below we outline the best means for e-commerce storytelling that captivates, compels and converts.
Consistency is vital regarding your e-commerce storytelling, meaning consistency in your content is essential. 1WorldSync research found that 81% of consumers expect and want seamless harmonization of your content and data wherever they interact with your brand. And because e-commerce is omnichannel, consumers interact with your products across various channels before making a purchase decision. Creating content consistency across all touchpoints provides a better customer experience that leads to increased sales.
Your e-commerce brand needs a company and platform that powers data and content across the omnichannel ecosystem. Powering over 60% of the world’s validated global data for brands and retailers, 1WorldSync provides the horsepower and reach your brand needs to ensure consistent and harmonized content everywhere you sell.
As shoppers conduct product research online, they visualize themselves using those items. They want to see themselves within your brand and product story. As you create e-commerce stories for your brand, build narratives with the consumer at the center.
Consumers consider your products, researching and comparing to determine if your goods are the best fit or solution for their needs. As you craft your brand and product stories, highlight how your products uniquely improve your customers’ lives or enhance their purchases. Share how your company solves your consumers’ problems.
In e-commerce, it’s all about the consumer. They know this, and you do too. Creating customer-centric brand stories is foundational to storytelling that sells.
Competitive analysis is crucial for any marketing strategy, including your e-commerce storytelling. Look at your top competition. How do they approach their brand’s story? What do they highlight, and how do they communicate with your audience?
For example, what emotions does your competition seek to elicit? Do they inspire, motivate or encourage? Or is it something else entirely?
Understanding how other brands execute their storytelling approach can guide you through creating your path for storytelling that engages consumers in a new way.
Shoppers want the best product at the best price from the best company. Through storytelling, you can differentiate your brand and products to highlight why consumers should choose you over everyone else.
Storytelling allows you to build a unique brand identity. What are you doing differently from everyone else in the market? Identify your niche offerings, then weave them into the DNA of your story.
Shoppers rely heavily on reviews, ratings and user-generated content (UGC) for their e-commerce purchases. Because they can’t evaluate the products themselves, they look for honest feedback from shoppers who have purchased your products or had experiences with your brand or organization.
Below we list a few ways to make use of UGC in your storytelling:
Asking existing customers to share their thoughts and experiences helps you build trust and accountability with potential audiences while helping them visualize how your products can enhance their lives.
E-commerce brand storytelling shouldn’t be limited to words on a screen. Humans are visual, and quality, informative imagery is essential for any online retailer or brand; consumers demand it.
1WorldSync research found that 70% of shoppers abandon a potential purchase due to poor content. Fifty-two percent will leave a PDP with low-quality imagery, while 54% say rich content solidified their decision to buy. Including the following content on your product pages can make or break your sale:
Your PDP imagery and content should answer questions and concerns, educate shoppers, and instill confidence in the purchase. Compelling visuals and enhanced media can ensure your PDP is the last stop before a shopper clicks “buy now.”
Storytelling and content creation require significant resources from your teams. Repurpose your content to fit multiple channels. Your stories and the content you’ve crafted to support them can be edited for omnichannel use: on your PDPs, in email marketing campaigns, on your socials, and in other areas where you market your brand and products.
Remember your “why” regarding storytelling efforts. E-commerce brand storytelling is one component within the whole of your marketing strategy. Every aspect of your story and storytelling techniques should support your marketing efforts and help you achieve your set KPIs.
At 1WorldSync, we know that marketing is central to any e-commerce business’s success. We have the solutions and tools to make the most of your online presence and draw in consumers with your unique products and story.
Reach out today to learn how 1WorldSync helps you simplify the creation and distribution of your content, ensuring it’s accurate, consistent and relevant everywhere you sell.