How to Craft An Effective Online Brand Story

More than people being able to connect with brands, people could also be able to interact with other people online via the various media option open to them like search engines, websites, blogs, apps and social media. This gives a lot of elbowroom for marketers to issue brand stories that they perceive could forward their brand cause to make their tactical offline retail activities successful. Crafting an effective brand story therefore becomes an important aspect of any marketing plan being thought of by companies.

Brand engagement objectives

Any brand story before it is crafted by marketers is one initially created to elicit as much and varied response from all sorts of people, groups of people, consumers and markets that aren’t as visible as they might be upon the inception of the initial brand story. In other words, marketers usually go into brand engagement initially to fish for responses. They soon modify or change the temperaments of their initial brand stories the moment they see through and effectively analyze what resonates best among consumers.

The initial objective therefore, is to engage in order that people could initiate dialogue with brands by responding to online calls to action. This is what search engines, websites, blogs, apps and social media networks encourage when they allow people to interact with them using the various online tools and networks available to them. The succeeding objectives that get to be focused on are those that deal with the steps that need to be taken to make the brand story more effective based from the initial responses it has elicited.

Analytics

As matter of analytics, marketers engage themselves with the probing, determining and deciphering of the informational capital gathered from the initial response of the brand engagement. Info capital is made up of the responses and reactions that online consumers make with regards to brands that they interact with via the various tolls and networks available to them. Based from the information, marketers subsequently go forward to do the following:

1. Find out the thinking behind the reasons why people buy into brands. People have their various respective reasons to buy into products/services/brands. Despite their being varied, consumer groups, markets and customer categories all fall into buying patterns that then demonstrate clear market behavioral concerns in relation to their participation in the retail cycle. These patterns then usually show in clear terms why people buy and what drives them to make buying decisions favoring certain brands. Whenever a customer responds to a discussion thread he/she initiates with a brand, for example, that response becomes part of the many other responses all other brand followers make. When that comment finds resonance with say, a hundred other likeminded comments, it becomes clear to marketers how people perceive certain things about brands. Inversely, the interaction could also bring to light why people do not buy into brands. Both ways, the info becomes helpful to retailers, customer service networks to make whole business VoIP system justified.


2. Create a brand hero. Online marketing works from the premise of content marketing that isn’t in any way the same as the direct selling notions of traditional marketing/advertising. With content marketing, it isn’t the product/service/brand that is focused on but the followers/buyers/potential consumers of such. In effect, this non-product/service/brand-centric approach is characterized by storifying efforts that marketers do. Letting those who actually use the products/services/brands tell why they use these to other potential consumers becomes the objective. In the process, the consumer becomes the brand hero and central character of the product/service. It is then up to traditional advertising to reemphasize its brand name via campaigns and tactical offline activities.


3. Determine how the engagement evolves. If the response to the brand story truly resonates, you could see how strategic the ensuing offline marketing and advertising go simply by the results it gets in the retail cycle action — people buy more and continue doing so as time passes. Otherwise, it’s back to the drawing boards.

via Business 2 Community http://www.business2community.com/online-marketing/craft-effective-online-brand-story-0628550?utm_source=rss&utm_medium=rss&utm_campaign=craft-effective-online-brand-story