Reviving Storyteller Marketing

Although storyteller marketing is a form of traditional marketing, it is also a critical part of Internet marketing. WebProNews spoke with Dana Todd of Newsforce about the why it is especially important for search marketers to utilize this effective method.

According to Todd, storyteller marketing has been somewhat abandoned due to the short-sided nature of performance marketing. Most search marketers think in terms of click-to-click or campaign-to-campaign, but storyteller marketing takes a bigger commitment.

Todd recommends that marketers look at communication goals and understand what they want people to believe about their business. Once that is determined, marketers can then develop a storyline with those goals integrated into their brand.

Next, Todd says marketers need to commit to that storyline for a minimum of three years. While this doesn’t mean using the same ad over and over, it does mean building and developing the storyline in a variety of ways.

Storyteller marketing is a powerful way to connect with people, so why not utilize it?

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Why Social Media Is Important for Business

Multiple businesses are still fearful of embracing social media. Unfortunately, they do not realize that the conversation is already present, with or without them. With that said, it only makes sense to participate in the conversation.

Eric Brown of Urbane Apartments realized this back in 2004 and found social media to be so effective that he eventually dropped all print advertising and paid advertising online. As he pointed out, print advertising has a shelf life, but anything put on an outlet such as a blog, does not.

After a business becomes active in social media, Brown said you will find that people are less likely to attack your brand since they know you will respond. Although you cannot control the conversation, you can participate, which largely influences the control factor.

Brown advises other businesses to get involved in social media. He specifically recommended blogs and said they provide the greatest amount of leverage for the lowest amount of investment.

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Reaching Your Audience Through Online Video

Internet video is continuing to grow by leaps and bounds. While this growth has provided advertisers with many opportunities, it has also raised the bar for the level of quality and engagement that advertisers must reach with video. In an interview with WebProNews, AJ Vernet of the Digital Broadcasting Group talks about current trends and misconceptions regarding advertisers and online video.

While advertisers realize the need for customized and engaging content, they do not always understand that their video may not go viral. Vernet said a viral video is “a real moment happening.” Although competing with viral cat videos is difficult, advertisers can succeed by using creativity to create good online content.

The 30-second spot doesn’t work online. Instead, advertisers need to look beyond traditional tactics and look for new opportunities. Vernet said:

“I think what advertisers have to do is start thinking outside the box and say, how do I associate my brand with a cool piece of content or a theme…”

In the future, Vernet sees users going directly to the Web for content and being able to find a particular show on multiple sites across the Web. He believes the future is online and advises advertisers to invest more money toward online advertising and targeted video content.

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Reaching Your Audience Through Online Video

Internet video is continuing to grow by leaps and bounds. While this growth has provided advertisers with many opportunities, it has also raised the bar for the level of quality and engagement that advertisers must reach with video. In an interview with WebProNews, AJ Vernet of the Digital Broadcasting Group talks about current trends and misconceptions regarding advertisers and online video.

While advertisers realize the need for customized and engaging content, they do not always understand that their video may not go viral. Vernet said a viral video is “a real moment happening.” Although competing with viral cat videos is difficult, advertisers can succeed by using creativity to create good online content.

The 30-second spot doesn’t work online. Instead, advertisers need to look beyond traditional tactics and look for new opportunities. Vernet said:

“I think what advertisers have to do is start thinking outside the box and say, how do I associate my brand with a cool piece of content or a theme…”

In the future, Vernet sees users going directly to the Web for content and being able to find a particular show on multiple sites across the Web. He believes the future is online and advises advertisers to invest more money toward online advertising and targeted video content.

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Tips for Building and Monitoring Your Brand

Connie Bensen of Techrigy SM2 spoke with WebProNews at the BlogWorld Expo and gave some helpful tips for building and monitoring a brand. As you build your brand, be consistent, memorable, and always provide value.

Bensen is careful to point out that you can never be done with building a brand, because it is a continual process.

After you begin building your brand, you must also monitor your brand. Listen to what the community is saying about your brand, whether it is good or bad. While it is important to address the negativity your brand may receive, Bensen says it is also very important to “thank” the positive feedback.

If you are able to build a positive community for your brand, it will act as a strong advocate when negativity pops up. In some cases, the community may be able to handle the situation on its own, which could even be more effective than the brand intervening itself.

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