Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
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Brand storytelling is the trendy catchphrase of late, but it’s big business and if you aren’t doing a good job telling your story, you’re going to miss opportunities your competition is more than willing to take. Lisa is going to help you dissect the idea of storytelling to understand how doing this well drives revenue. You’ll leave with new ways to approach your content strategy and tips to using content to increase revenue.
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Lisa Gerber | SearchLove San Diego, 'The SEO of Storytelling'
- 1. The SEO of Storytelling Lisa Gerber Big Leap Creative @lisagerber
- 4. The moral of this story
- 5. 1. real people with real problems
- 6. 2. Good stories get you found Owned Paid Earned
- 7. 3. Good storytelling is profitable
- 10. 499,680 new blog posts 69,120 new hours of video 822,240 new websites Every. Single. Day. Source: Mashable, June 2012
- 12. Today’s agenda - tell a better story 1. How to be relevant and epic: Uncover Your Story 2. Five more things to talk about
- 13. 1. What is the conflict? YOUR PRODUCT NEED STORY You don’t sell a product; you solve a problem.
- 15. 2. Who is the hero?
- 16. 3. Plot: What happens when we do business with you?
- 19. 4. Why are you in business?
- 20. 5. What do you stand for? Be provocative with a purpose
- 21. Culture Hiring Training Pricing Distribution Marketing Comms Web content Email marketing Media relations Social Your story Customer Experience
- 22. Five Ways To Tell The Story That Generate Leads
- 25. 2. Address concerns or objections
- 27. 3. Talk about price
- 28. A rising tide lifts all boats 4. Shed light on your community
- 30. 5. Let your customers tell your story reviews, check-ins, testimonials
- 32. Happy Endings The key to getting found Tell a good story Captivate your audience Distribute to owned earned paid outlets & to
- 33. Lisa Gerber Big Leap Creative @lisagerber www.bigleapcreative.com/blog lisa@bigleapcreative.com LinkedIn.com/lisagerber Slideshare: www.slideshare.com/lisagerber
- 34. parting words of advice
- 35. Be real
- 36. @lisagerber Say no to these words • Amazing, incredible, awesome • World-class • Leading provider • Award winning • “We” • Industry jargon
- 37. Keep it simple
Editor's Notes
- I turned to the internet to figure out what to do. In this case, I used google.
- and we tend to forget that when we’re creating our marketing content. We’re focused on checkign items off the to-do list - filling in home page real estate. This is your opportunity to be remarkable - It doesn’t matter if you are giving dogs back their quality of life, or making paperclips - you are in business because you solve a problem in the marketplace.
- There are a variety of ways people are looking for you and a ton of ways to get found. Search engines are getting smarter. You’ll notice Google served me results relatively near my home. Your stories are getting distributed on the internet in a variety of ways - and it all serves to get you found.
- How much I spent at the hospital. Ebay experiment.
- when you share who you are, you connect more meaningfully.
- How do you tell a story that captivates the audience? What you do is boring, right? When done right, stories captivate us and make us feel something. In it’s simplest form, stories are made up of conflict and conflict resolution. Our brains are wired for survival. That definition of survival has changed over the millennia, obviously. What it means now is very different from when we were living in caves. We seek happiness and we’re looking for meaning. If our content doesn’t do that right away, they move on.
- What is the goal? How do you want to change people? You’re not selling your service or product, you are somehow making life better for people with the solution you provide. Tie back up to example - the vet hospital never sold me on THEM.
- The customer is the hero of your story. not you.
- Weber Grill could have said they are the leading provider of world-class grills for 50 years.
- Tell a story bigger than yourself. Vision. What is the outcome or end game of doing business with you? What is the new bliss. (Nancy Duarte). Spin Sucks, Patagonia, Chipotle
- Your story is much more than the About page on your website. Please don’t let it languish there.
- Once you have your big picture story, you can drill down and get it out in a variety of ways. How do you take it and apply it practically to your business. You want to know what to talk about? here are some ideas.
- Febreze and the safety for pet rumor
- Your pricing is a big part of your story and all too often, it gets left out because we want the phone to ring and
- Like the guy with the dog who got help. Customer stories are some of the best and most powerful. and there are a lot of ways to get them out regardless of your budget, from encouraging social shares, customer testimonials on your website and via email marketing, your pr and blogger outreach. and take it up from there -
- If I were to boil it all down into one sentence, it would look like this. Solve problems, don’t sell products. Make it about the customer, not you, and you will capture the attention you desire.
- Personality - have fun.
- Don’t feel like you have to give it all up in the first date.