We bet you think this article will discuss storytelling and all the wonderful nuances of how to engage your reader with a witty, anecdotal tale online.
Well, yes and no.
Yes, because successful digital narrative engages audiences with a story-like narrative that captures attention and even taps into emotional appeal. But no because digital narrative is much more finetuned than simply telling a story.
Digital narrative involves strategy, data, analysis, and story all in one well-defined plan, to be effective, to add value, and to ultimately increase lead conversions. It is customer-led and value-driven.
In this article, we will discuss how to connect the dots across story, digital platforms, and clearly defined end goals. Learn how to structure digital marketing strategy to master your audience pathway, and how to use digital narrative to increase lead conversions for small business.
What is Digital Narrative?
Turns out that there is not a wide understanding of digital narrative or at least much less than we anticipated. In fact, many organizations get it wrong and end up going on a rant about storytelling when asked about digital narrative.
The truth of the matter is that storytelling is different. Neil Patel gives this definition of storytelling:
It’s the basic art of communicating your idea, message or event, by creatively using words, images and sounds.
Now that definition is spot on if you wanted to know about storytelling, but it does zero justice to describe digital narrative. Here is a better definition from our consultants based on careful consideration and an attempt not to confuse you. Digital narrative is:
Redefining the way customers understand your brand through multichannel digital mapping and amplified digital experience.
That confuse you enough? If so, no worries. If not, great! We promise to go into more detail either way…
Essentially, your goal for digital marketing strategy should always be to connect with your customers, and intrigue potential customers enough to interact with your brand.
> Interaction. Appeal. Buy-in.
Your digital marketing strategy works toward those ends and it starts with a 1-second touchpoint between your brand and another person. Now, what does that mean for our lovely definition of digital narrative up top? It means that customers are introduced to your brand in one way, shape, or form and given the level of saturation in online media, your brand must be able to stand out to the right people at the right time.
How is that even possible? WITH DIGITAL NARRATIVE. Digital narrative creates experiences that customers buy into for a set amount of time...maybe short or long term. (Customer retention is a whole other ball of yarn.) The experience develops story and allows customers to understand the value in moving from the initial point of interaction to the glorified conversion.
How to Structure Your Digital Narrative
Yes, story is a thing here. The question is… how do you develop story into its more refined parent – digital narrative? The answer is structure, and within your structure you want to first determine your message and then deliver that message through Digalyne’s 3 Pillars of Interaction: