Lindsay Tjepkema is CEO and cofounder at Casted, the world’s first Amplified Marketing Platform.
You might not think data could be compelling, thought-provoking or emotionally moving. However, when packaged correctly, it can be all of those things and much more.
I’ll demonstrate: Think of the eight women closest to you. Maybe your list includes your sister or a best friend or your daughter. Statistically speaking, one of them will be diagnosed with breast cancer. That diagnosis will change her life and the lives of everyone she touches. Now, I could have just said that according to Breastcancer.org research, 12.5% of women experience breast cancer. Instead, I humanized a data point to create an emotional connection.
This is the power that comes from transforming your metrics, key performance indicators and other data through the power of storytelling. I’m certainly not the first human to know the benefits of being able to captivate an audience through stories. However, I can tell you with confidence that it’s never been easier to do it than it is today. Podcasts and videos have given companies of all kinds incredible vehicles to share and connect.
Make no mistake, either: Connection is what people crave. Sixty-four percent of respondents told Sprout Social they wanted more connections with brands. In other words, consumers want to feel some kind of bond with the companies from which they buy.
Yes, they want great products and services. They also want a reason to be loyal to the businesses they like. They want to be part of the story. Your job, therefore, is to figure out how to show them—through stories—the human element of your company. Not only will you be amplifying your brand, but you’ll also be constructing lots of associations with your audience members.
Not quite sure how to make that happen by using the data on your latest marketing report? Try the following steps to breathe life into what looks like plain old statistics.
1. Show your data working in real-life situations.
Plenty of businesses love to highlight their use cases. The problem is that many case studies include big numbers that aren’t contextualized. You need to put numbers into context to show their effectiveness in the real world. Let’s say you sell kids’ bikes with a remote-controlled brake-assist option. You might tell parents that the system will stop a bike quickly from 200 feet away from an object, intersection, etc. Most parents would agree that it’s a good thing. But they might not be willing to invest extra money into something that they think seems unnecessary.
You can make your bikes seem incredibly necessary and valuable by putting that 200 feet into context. On your next podcast, you might invite a user whose child avoided a potential disaster. Hearing the user describe how 200 feet was just enough to avoid tragedy could make all the difference. Suddenly, an on-the-fence prospect might be more willing to entertain purchasing your bike—and all because you put a true story behind a real number.
2. Lean into specific data points to foster attachments.
You can pick out the data and reframe it to make sense to your target audience. Remember that your target audience could be internal as well as external. Case in point, you might want to tell data-backed stories during your training videos to help employees understand their roles.
Does this take time and energy? Yes. It pays off, though. For example, people are 12% more likely to remember what you said on a podcast. This drives a 16% boost in engagement and encourages attachment with listeners. Consequently, investing in some innovative thinking about your data can help you sell your business in an appealing, non-sales way. Blog readers, video watchers and podcast downloaders will learn what makes you great without feeling oversold.
3. Accept that not all data is going to be fascinating.
The caveat to all this data-driven storytelling is that not all data is worth your brainpower. Some data just isn’t going to work in a narrative format. That’s OK. You can still use it as a supplemental piece of information or education. Just use it where appropriate to beef up your content or provide more heft for a claim.
How do you know what data deserves to be the crux of your next story? You can’t always tell without conducting a brainstorming session solo or with team members. If it’s too hard to get inspiration, move on to another insight. You’ll find one that will allow you to both humanize your brand as well as share your unique expertise.
Data might not strike you as something with artistic merit. However, a single number can serve as the launching point for a story that captivates and connects. As such, don’t disregard your data as something to just report. See it as a building block for your next brand stories.
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