Le StoryTelling en 5 clefs

Le StoryTelling en 5 clefs

Le storytelling, une stratégie clé dans le marketing.

Notre agence internet et SEO sur Toulon : nos clefs pour un storytelling efficace !

Être différente a toujours été la meilleure façon de se caractériser. Sur le plan marketing, on peut dire que c’est l’une des stratégies  les plus recommandées pour accélérer la croissance de votre activité..

Le développement digital prend une telle ampleur, que si vous ne parvenez pas à vous différencier de vos concurrents, votre message risque de passer inaperçu, sans distinction marketing par rapport aux messages qui circulent déjà sur les sites concurrentiels. C’est pourquoi le Storytelling est une stratégie marketing intéresante. Une approche cognitive du client web 2.0 , qui permet à une marque de mieux se démarquer et se positionner  de façon plus pertinente et efficace dans sa catégorie et sur les moteurs de recherche.

L’objectif de cette méthode est de « raconter » sa marque sous un angle plus personnalisé et potentiellement plus attractif afin de cibler au mieux ses clients.

Il est alors important de veiller à la meilleure communication en terme d’image de marque en mettant en avant de manière intelligente par exemple les fondateurs du site en question, les valeurs  que ceux ci souhaitent véhiculer à travers leurs produits et/ou services…, chaque détails doit être méticuleusement étudiés lors de la campagne marketing pour réaliser un Storytelling, le plus efficace possible.

Conception du Storytelling

Il ne faut pas confondre: raconter une marque et raconter une « simple » histoire. La différence doit se faire au niveau de la qualité des messages que l’on souhaite diffuser, la qualité du contenu plus globalement qu’il s’agisse d’images, de vidéos ou d’articles. Le travail de story telling est beaucoup plus complexe, il s’agit de mettre en avant les points forts et les valeurs d’une marque afin de toucher émotionnellement la confiance du client/visiteur. Celui-ci doit pouvoir s’identifier à la marque, ou reconnaître ses valeurs  à travers les messages communiqués.

Le but ici est d’inviter les prospects dans le monde de votre marque.

Plusieurs techniques sont à prendre en compte pour réaliser un Storytelling efficace.

Chaque mot, chaque message rédigé est étudié et adapté à la cible à atteindre. Plusieurs techniques sont utilisées, pour capter et orienter les comportements émotionnels qui circuleront à travers les messages diffusés.  Le principal objectif étant de provoquer l’acte d’achat chez les clients.

L’une des approches la plus couramment utilisée est la technique de la rédaction web. Selon la qualité rédactionnelle, la maitrise des outils SEO, et de référencement naturel . Aussi 2 produits identiques dans leur catégorie, selon le contenu de présentation n’auront pas forcément le même impact marketing d’un site à l’autre.

Le Storytelling se doit d’être attractif et captivant dès les 1ères lignes de lecture, pour être assuré que le visiteur se laisse séduire par votre « univers ». Comme un bon film, si l’histoire est bonne dès le début, le lecteur accrochera jusqu’au bout.

– Avant de se lancer dans la narration, il faudra bien définir votre cible (étude du marché).

Très importante, cette étape permet d’identifier au mieux le Storytelling à réaliser. Alors pour que le client parle au plus près de la cible, il vous faudra sans doute passer à une étude de votre cible par catégorie, tranche d’âge, valeurs, goûts …etc  que ce soit sur le plan psychologique, émotionnel …

Age, sexe, classe sociale … tout devra être pris en compte afin d’affiner le mieux possible son Storytelling.

Une fois identifié, il faudra ensuite réfléchir et choisir les émotions que vous souhaitez capter auprès de vos visiteurs. C’est-à-dire  quelle image le lecteur devra  retenir de votre marque ou de vos produits.

– Pour mieux attirer et garder ses prospects, il est aussi nécessaire de posséder une technique spécifiée

Comme son nom de Storytelling l’indique, qui se base en Histoire, cette stratégie marketing vise à amener le client vers une autre façon de voir une marque sous un autre angle : l’histoire. Pour gagner plus d’audience, il est nécessaire d’illustrer votre histoire en quelques points marquant qui serviront de synthèse et d’illustration pertinente à votre « story » . Vous pourriez par exemple mettre en avant des évènements importants de la marque (soirée de lancement, atelier en images, personnalités qui adoptent votre marque ou vos produits ….).

Avant de lancer votre produit ou votre marque, il ne faudra pas négliger de faire appel à des séances de tests auprès de panel sélectionné. Ceux-ci pourront se mettre à la place du client et simuler tous les cas possibles d’émotions ou d’impact ressenti à la lecture du Storytelling.

– Une histoire sans visuel est incomplète,  qu’il s’agisse d’image ou de vidéo. Bien plus que les mots les images doivent parler d’elles-même.

Les mots ont la capacité de viser les cibles, mais accompagnés d’un visuel, l’impact sera plus fort. La mémoire visuelle étant souvent la plus sensible chez chaque individu, le message sera d’autant plus efficacement transmis auprès de votre cible et futurs acheteurs.

Autre point à retenir est que chaque internaute a ses habitudes de navigation. Il y a ceux qui préfèrent consulter des blogs pour pouvoir découvrir de manière ludique un produit, une marque …, d’autres consultent les vidéos  You Tube pour voir et découvrir en live les avantages de tel ou tel produit ou l’histoire de telle ou telle marque. Puis  il y a  l’influence des réseaux sociaux comme Instagram, Twitter ou Facebook qui peuvent booster en un rien de temps (si la technique est bien maîtrisée) votre activité.

Quoi qu’il en soit, l’histoire devra toujours être mis en avant, à travers des images/vidéos soigneusement bien sélectionnées. L’autre mot d’ordre sera de respecter et d’optimiser votre mise en pages, le design global de votre site afin de valoriser votre story .

Le storytelling sur Toulon 83000

Comme vous le voyez, le Storytelling est une des techniques clé pour progresser dans la stratégie de web marketing/ d’une marque. L’histoire ne s’improvise pas et devra être soigneusement étudiée pour communiquer votre meilleur « profil », donner au client la meilleure image de votre marque pour imprégner l’esprit des clients. Alors si vous désirez dès à présent appliquer la méthode du Storytelling, pour booster l’audience de votre page ou votre site internet vous avez en main tous les détails clé de la réussite en marketing digital !

 

 

 

 

 

 

 

 

 

A propos de l'auteur /

benoit@lecourtier.net

Créateur de l'agence lecourtier.net, passionné et expert dans la création de site internet et le référencement naturel SEO, mes 15 années d’expériences en agence web et com m'ont permises de mettre en place des services plus transparents & moins onéreux.

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