How To Use Digital Storytelling To Hook Your App Audience

With over 5 million apps published and 5.3 trillion ads shown online each year, storytelling is the future of content marketing.

Sometimes we get so caught-up with the development side of our app projects that we forget to build the most important piece of our business, the buyer-seller relationship.

The message you project and relationships you build with your audience will decide whether your app is a success or failure.

Over the years, I've talked and worked alongside a lot of people who have become app millionaires.  In 99/100 cases, it isn't because they've created some amazing code that can't be replicated.

People become app millionaires because of:

  1. timing and capitalizing on up and coming trends
  2. they've built a strong brand, following, or story

While you should always be on the lookout for hot trends, your business will win in the long-run with a tenacious connection to your audience.

As things currently stand, clickbait ads are crowding the mobile space.  Consumers are so overwhelmed with ads, we've developed defense mechanisms to tune them out.

Storytelling pivots clickbait ad garbage (that we used to fall for), into crafted messages that engage customers and increase sales.

Storytelling serves businesses by:

  1. understanding your customer
  2. defining your brand and marketing message
  3. building relationships and trust with your user
  4. provoking action (download my app!)

Is your app or business in need of a good story?  Storytelling could be the push you need to hit 100,000 downloads and put you in position for a BIG exit move.

In this post, you will learn 1) how to define core values, 2) how to create stories your customers can relate to, and 3) where to publish stories for more app downloads.

Defining Core Values

Core values are the fundamental beliefs of a person or organization.

When you tap into someone's core values, you influence their behavior to follow your message (download my app).

Below are 5 methods to define your audience's core values:

1. One-On-One Interviews

There is no better way to understand your audience than to interview and observe them in person.

2. Study Demographic and Behavioral Data

OK…

It might not be realistic to interview everyone your audience in person.

But you can better understand your audience with tools like Facebook and Twitter Audience Insights, and Google Analytics.

3. Just Google it…

You'd be surprised what you can find from a simple Google search.

Start by searching, “benefits of [insert topic]?”

Or, “what do [insert topic] help you with?”

4. Study App Reviews

When you study your competitor's app reviews, you get a better understanding of Why people download the app.

Is it to help the user relax?

The ease of access to information?

5. Observe Open Forums and Groups

Join social media groups and discussion websites that your target demographic is active in.

Create Stories Your Customer Can Relate To

Good stories – the ones that win over a customer's heart, follow a simple structure:

  1. Capture attention
  2. Familiarize themselves with the audience
  3. Detail a problem
  4. Trigger an emotion
  5. Demonstrate how using the app or product improved their life
  6. Show they care (act like a lover or close friend)

Your mission is to “wow” your audience.

Create a resonating message that builds a bond between the storyteller and the viewer.

Types of storytelling:

  • short posts
  • long posts
  • video
  • image/illustration
  • animation
  • podcasts
  • case studies
  • interviews

Lastly, be specific.  Don't forget about the details.  The details are what bring the story to life.

Where to Post Your Stories

One of the biggest mistakes people make is only publishing content to one channel.

Minimal exposure equals minimal results.

Post EVERYWHERE.

In your ASO, screenshots, description and reviews.

On every social media network including Facebook, Instagram, Snapchat, and YouTube.

In your paid advertising and PR campaign.

Reach out to influencers and podcasts.

Most importantly, post your stories where your audience will see them.

People want more content and they want to learn more about you.

That's why big networks like Instagram, SnapChat, and Facebook have created short-term broadcasting features like Instagram Stories, Snap reels, and Facebook Live.

Technology is telling us – We want to hear from you MORE.

Next Steps…

Storytelling is the foundation of the buyer-seller relationship.  Having a great relationship with your app users not only makes for happy customers, but it can turn single transactions into long-term beneficial relationships (AKA more sales).

“Marketing is no longer about the stuff you make, but about the stories you tell.”– Seth Godin

Here's what you can do next…

  1. Define 3 or more core values your audience has from either interviews or research
  2. create at least 2 stories for each core value
  3. test on multiple channels
  4. measure which stories and core values convert best with different demographic traits of your audience
  5. partner with influencers to create and/or broadcast for you

Remember, people buy from people (P2P).

If you don't have a strong narrative for your app, now is the time to get to work.

See ya,

Mark

 

PS: Drop a line in the comments section with your experiences from storytelling.

COMMENTS

  • Marius February 25, 2018

    Holy Moly, $1 million for a fitness app???Where did the owner sell that app at?An auction house? 🙂

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