I began by asking myself what marketing means to me. From the various job postings I’ve applied to over the past few months, I have a good idea of what the market requires for this type of job. I went to school for Marketing and have gained experience from many of my jobs, especially my most recent job at a library. But standard marketing techniques weren’t what I was trying to define. I wanted to understand what I want to do as a marketer. I decided to focus on a newcomer to the marketing job postings I’ve seen: storytelling.
As a writer, I already felt connected to the concept. Not only do I have experience crafting fictional stories, and even offer a lecture on the structure of a story, I also took a Storytelling class at the University of North Texas in 2021. We discussed the ethnography, history, theory, and methods of storytelling. Through that semester of story research, analysis, and adaptation, I reached a deeper understanding of what it means to tell our own stories. Having that focus, I wrote the following essay.
Marketing Strategy
The marketing strategy I use is, of course, dependent upon the company I am working for. However, I believe that every Marketer also has a personal strategy that is woven into their standard practices. My personal strategy hinges on three concepts: storytelling, networking, and connection.
If a marketing plan doesn’t already exist, I start by sitting down with decision makers and talking about the company’s goals and assessing into three categories: “probable”, “possible”, and “prep work required”.
- “Probable” means this avenue will succeed with little to no effort.
- “Possible” requires slight effort and may have a few variables that still need sorting out.
- “Prep work required” or PWR means there is a lot of work to be done where this idea or concept is concerned. It’s viable, but will take quite a bit of effort.
We prioritize these lists and determine metrics by which we can measure progress. With each goal, each assessment, we explore what story we are telling. “Storytelling is a fundamental human experience that unites people and drives stronger, deeper connections” (Whitler, 2018). In our current environment of brief, at-a-glance interactions online, it becomes even more important, not to inundate potential or current clients with pointless verbiage, but to take stock of these stories and make certain that we are distilling the best parts of who the company currently is and where they want to be in the future.
The three concepts (storytelling, networking, and connection) also work as a pipeline. Especially for small companies, networking isn’t just from the inside out. Once the story is set, we want to network within to ensure the company is utilizing all of what is already available to us. We dedicate time and effort, chatting with every employee, gathering resources that we can later decide whether or not to pursue. We, once again, assess whether the items we’ve chosen to pursue align with our story. Whitler (2018), in her article Three Reasons Why Storytelling Should Be a Priority for Marketers, states that “as marketers, we should always be seeking to learn more about the world we live in, the brands we represent, and the consumers we serve.” I believe that this in-house discussion with employees will not only provide insight into the world we live in, but also, additional jumping points for the goals we’ve set previously (and maybe even some new ones).
Traditional networking outside the company is also a key part of the marketing process. As we have assessed the story our company is telling, it’s also important to assess the stories other individuals, companies, associations, etc., are telling and most importantly, whether they align.
Where storytelling and networking meet, we find connection. In his article What is Storytelling in Marketing, Chapman (2022) talks about how stories unite an audience; that your potential and current clients all share “pain points” and “aligned end goals”. The main impact of incorporating stories is to weave emotion into the ever-present low hum of marketing being thrown at us. Emotion, causing connection, elevates your brand above the low hum.
In summation, we write the story, we bolster it with likeminded people, and we connect with the people that need to hear what we have to say. What I, and other marketers, bring to the table is an outside perspective on the company. We bring fresh eyes to your website, branding, social media, and overall marketing plan. My goal is to create an environment where discussion about marketing and viewing measurable metrics regularly is easy, that emotional connection is at the forefront of these discussions, and the heart of your company is illuminated. And so, your story begins.
References
Chapman, L. (2022, August 17). What is storytelling in marketing?. Product Marketing Alliance. https://www.productmarketingalliance.com/the-what-why-and-how-of-storytelling/
Whitler, K. (2018, July 14). 3 reasons why storytelling should be a priority for marketers. Forbes. https://www.forbes.com/sites/kimberlywhitler/2018/07/14/3-reasons-why-storytelling-should-be-a-priority-for-marketers/?sh=453957e66758
Cover photo by Cookie the Pom on Unsplash