One thing we consistently hear from our clients is their desire to tell their company’s story. We’re not talking about making sure every customer knows a company’s history or when it was founded. But rather the story of what they stand for or are trying to accomplish with their product or cause.
If you look around the web, however, it’s easy to see many international, large-budget companies that aren’t doing a good job at it.
Jasmine Henry made a case for why storytelling as a brand matters back in 2014. Among the statistics shared, she included this graphic from a study by Mark Kelley on how brand characters improve Facebook engagement.
Does this mean your company needs a mascot? No. But it does show that your customers will interact more with a story than they would with plain, old information. If you’re still on the fence about this, or wondering if it can be done online, I’ve found five techniques you can use to effectively tell a story on the web. They include one example that uses the technique and one that doesn’t. Can you figure out which is which?
Show, Don’t Tell
Both of these websites are for an app that helps you track your expenses on trips. One shows the story of how you might use the app, while the other just tells about its features.
Show Start to Finish
As a change of pace, here are two websites with opposing viewpoints over an issue: fracking. One tells the story of what fracking is by following the process form start to finish while the other gives information in the form of text. Which one helps you understand its opinion better?
Make it Interactive
Trying to get the general public to change their habits for cleaner air is a difficult task. Both of these websites take a stab at it. The UCAIR website we created helps people experience the change and see its results without having to sift through information about it.
Spark Your Customer’s Imagination
On a hotel website, you need to be able to book a place to stay right? Although that’s true, it sounds awfully boring. Compare these two websites that connect you with vacation homes. Which one gives you a greater thirst for adventure?
Use New Technologies
When it comes to this technique, either a website does it or it doesn’t. So I’m just including two examples that use new web technologies. Referencing AirBnB again, they took all of their booking information and turned it into a fun experience using WebGL 3d Technologies.
After seeing examples of these five what do you think? Would this strategy increase viewership and share-ability? I’ll let you be the judge. If you’re already on board and need help making one of these strategies a reality, contact Penna Powers today and we’ll help you tell your story on the web.