Golden Quarter Nuggets #8: Increase your visibility and entice customers through storytelling
A retail business is nothing without visibility, and what better time to get your business in front of consumers than December, when they are already in the shopping mindset and actively looking for deals?
Increasing visibility in retail is about more than just running paid ads- you can also:
- run a social media campaign or competition
- encourage customers to take part in a challenge
- create an engaging email funnel designed specifically for the festive period
- launch a new product range
In other words, anything that draws positive attention to your brand is a great way to increase visibility and get customers talking, clicking and buying.
So, what’s the best way to do this?
Storytelling. Base your visibility strategy around your personal or business story to connect with customers. They want to feel like they know you, and you want them to have a vested interest in your brand, so what better way to cultivate this relationship than telling your own unique story that resonates with your ideal customer base?
Before you get going with crafting your story, you should ask yourself, what makes my business memorable? What is it about me and my business that my customers want to know?
It could be:
- why you set up your business, and which problems you overcame
- the story behind your products
- why you operate the way you do – are you purpose driven?
- how you are solving a problem
- highlighting your brand mission
Even if you think you have told your story before, tell it again. Repetition of a good thing shows consistency and builds trust.
My top tip? Appeal to customers’ emotions rather than selling directly because great stories, emotions, and authenticity sell products – just look at the best Christmas adverts this year (John Lewis, Apple, TK Max and Coca Cola).
Stories bring your business to life, and as I always tell my clients, personally invested browsers will become customers and fans in time if you can connect with them, and make them feel like a part of your story.