How to Reach Your Inbound Marketing Goals via Storytelling

With inbound marketing, you may not have to reach out to your customers and catch their eye. The onus of researching the product they’re looking for is on the customer. They’re the ones who get personal referrals or referrals from social media. They’re the ones who follow up on recommendations from bloggers or articles they’ve read. They’re the ones who reach out to you because they’re interested in what you’re selling.

However, this doesn’t mean that you don’t have to do anything whatsoever to grab their attention and make the sale. You also need to make sure that you suck the consumer in when they come to your website. Make it so appealing that the customer isn’t going to want to leave, at least not without making a purchase.

How do you do this? One of the best ways that content marketers and SEO gurus have come up with recently is storytelling. Storytelling might be a recent development in the business world but it’s really as old as the hills. Even the Ancient Greeks knew how to tell a story, as we can see from the example of Homer. Storytelling may have changed over the years but in many ways, the basics are still the same.

It’s All About the Character

You can’t have a story without having a protagonist. Sometimes, you might have more than one protagonist, as in the case of a romance. However, one of the two characters is always going to be more important than the other. They’re going to appeal more to the audience; the story will be written more from their point of view than the other’s. So you need to make sure that this protagonist is someone that the audience can identify with.

Letting the Narrative Unfold

Once you know your character inside out, you need to describe what they’re going through. You can start with the problem that is (or was) facing the character. Maybe they were overweight and needed to come up with a simple, effective weight-loss solution. Or maybe they were so caught up in their careers and children that they didn’t have any time for themselves. Or maybe they wanted to live in a beautiful home but couldn’t afford a bigger place.

In general, a story that’s told for inbound marketing purposes is going to need a happy ending. It should make your customers think that if they adopted a similar strategy, they would also reach a similar goal. It should make them realize that that problem, which has been bothering them at the back of their mind, is not insurmountable. After all, here’s an example of someone who solved it and moved on with their life. Overall, a story should give the customer the hope of making their life better in some way.