Storytelling can enhance credit union digital marketing

by. Jonathan Lay

It has been said many times before: Marketing is storytelling.

But I am not here to beat a dead horse but instead focus on how marketing, storytelling, can be shared through the lens of a camera.

Recalling lessons from elementary English class, storytelling is about the who, what, when, where, why and how. And as a marketer, you get to decide how to communicate that message. You are the person at the campfire, capable of luring and captivating people into the narrative as the story unfolds with every word.

It’s a basic structure. Start with the beginning. A problem then arises. And the story culminates with a solution to that problem. Unless it’s a tragedy, and then we’re talking Shakespeare.

So why aren’t your digital marketing efforts reflecting the simple structure of a narrative? To quote Confucius, “Life is really simple, but we insist on making it complicated.” And sometimes as marketers, we can find ourselves complicating our own efforts, effecting the story in which we are telling.

And that’s a tragedy (now we’re talking Shakespeare).

Instead of blasting mixed messages to your general membership, try simplifying the solution and bring it back to one idea, one narrative you are trying to communicate for that one segment within your credit union. And if you’re looking to define what segements your credit union serves, learn about that here.

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