Transcending generations, storytelling has been used throughout history in different cultures all over the world. While the methods have evolved over time, the foundation still remains the same—hearing and telling stories is a fundamental way to process and share information.
In fact, research by Stanford University revealed that stories are remembered up to “22 times more than facts alone.” Because of this, storytelling has become a key element in successful marketing strategy. Many brands today stay away from the traditional approach of commercials and online banners that interrupt consumers from the information they’re looking for and use content marketing, like storytelling, to build a connection with consumers.
In a world where consumers are seeing upwards of 40,000 advertisements per day, incorporating a strong narrative that supports your brand’s message and unique selling points can help your brand rise above the noise and set you apart from your competitors. As travel agents, each trip you help your clients plan lends itself to amazing customer stories that can be shared with other prospective clients. Sharing the stories of your clients can help your brand stand out, build credibility, and drive action from your audience.
What Makes An Impactful Story:
When selecting the stories you want to include in your marketing strategy, first consider your target audience and what they value. Ask yourself: What questions/interests do they have about your business and how can the stories you share answer their needs? Storytelling marketing is all about creating alignment between your brand and what your audience is looking to get out of working with you. By providing content your audience finds valuable, you’ll increase the likelihood they’ll come back for more.
In addition to educating your audience, your stories should drive action. Beyond entertainment, the end goal of storytelling should be to interest your audience enough to want to learn more. Not only can storytelling excite your audience about the possibility of escaping to a relaxing getaway, the stories you tell can also be used to help consumers get inspiration to make the stories you tell a reality for themselves.
Lastly, successful storytelling is also authentic. Consumers believe people, not brands. This is why research sites like TripAdvisor and social media have become go-to resources for travelers who want to consult their peers before making a travel decision. The stories you share should provide credible information that your audience can relate to. Be realistic in your approach, and you’ll find that travelers will not only trust your expertise but come back to you time and time again.
Protecting Their Happy Ending:
Like any great story, travel can bring a number of unexpected plot twists that cause roadblocks for your client’s fairytale ending. Help your travelers be the hero of their travel story by offering them travel insurance so they can travel with confidence and return with an amazing story to tell.
Looking for more content to help you build your sales and marketing strategy? Check out some of our other resources on the blog here and here!