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La utilización del storytelling para conectar con la audiencia

Llevaba algún tiempo queriendo escribir acerca del storytelling, ya que es una metodología que se ha instalado en nuestro día a día y forma parte de esas cosas de marketeros que a veces cuesta transmitir a nuestros clientes.

Hablar de storytelling parece algo nuevo en marketing, sin embargo es una técnica empleada durante siglos en diferentes expresiones artísticas, desde las pinturas en las cavernas a los cantos juglares.

Storytelling no es más que contar una historia. Y hoy en día ha adquirido gran protagonismo debido a la dificultad que las marcas encuentran a la hora de conectar con su público. Es tan elevado el consumo que se realiza de contenidos en internet, que resulta complejo llamar la atención del consumidor.

¿Verdad que las campañas que más recordamos son aquéllas que han logrado de alguna manera «tocarnos la patata»? Pues por ahí van los tiros de lo que hoy funciona en marketing.

Las ventajas de contar una historia en marketing

Al hablar de storytelling, efectivamente, nos referimos a contar una historia relacionada con una marca o empresa. Es una herramienta, dentro del marketing de contenidos, para que éstas consigan conectar con su audiencia, para enamorarla mediante el empleo de un lenguaje cercano y un mensaje que despierte una emoción. Es la manera de conseguir una empatía con el cliente o potencial cliente, que se aleja de las técnicas más frías empleadas para hablar de negocios.

Detallamos algunas de las ventajas que presenta:

  • Genera confianza. Contar la parte más personal de nuestra empresa produce un efecto de empatía que aumenta la confianza de nuestros cliente. Similar a cuando «te desahogas» con otra persona.
  • Facilita el recuerdo. La narración de acontecimientos concatenados es más fácil de recordar que datos aleatorios contados por separado.
  • Despierta emociones. Al final todos somos personas y tenemos corazón. No hay mayor éxito que mostrar el lado humano de la empresas para comenzar una relación de confianza.

¿Cómo podemos crear una buena historia?

Al final los profesionales del marketing necesitamos aplicar a nuestro trabajo todas estas técnicas para conseguir construir las historias. Horas de café con el cliente para que nos cuente sus motivaciones, sus añoranzas, su valor diferencial y sus sueños.

Podemos hablar de la historia de las personas que hay detrás de una marca; de las experiencias con sus clientes; crear un símil con alguna idea genial; los detalles que hacen especial nuestro trabajo; la manera en que surgió su negocio; cómo superamos obstáculos y cómo nos levantamos (como en la vida)…

Si quieres que te hable de algunos ejemplos prácticos, no es más que lo que hacemos en nuestro blog en la sección #IbizaAuténtica, donde hablamos de las historias que hay detrás de marcas que marcan la diferencia en Ibiza.

Seguiremos hablando de marketing de contenidos en sucesivos posts.

¡Un abrazo!

 

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