{"id":22350,"date":"2021-01-27T01:00:00","date_gmt":"2021-01-27T01:00:00","guid":{"rendered":"https:\/\/ecommercemasterplan.com\/?p=22350"},"modified":"2023-12-20T13:48:35","modified_gmt":"2023-12-20T13:48:35","slug":"storytelling-chloe-thomas-podcast","status":"publish","type":"post","link":"https:\/\/keepoptimising.com\/storytelling-chloe-thomas-podcast\/","title":{"rendered":"Marketing Foundations: Storytelling the why, the how, the what with Chloe Thomas (episode 031)"},"content":{"rendered":"\n<p>In this episode our host Chloe Thomas is taking over to take you through how to work storytelling into your marketing in order to speed up time to purchase, increase likelihood of purchase, and increase repeat purchases and referrals. You&#8217;ll learn about how to create your story, the types of stories that work, and how to use your story in your marketing. This episode is packed with examples.<\/p>\n\n\n\n<!--more-->\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/ecommercemasterplan.com\/wp-content\/uploads\/2021\/01\/KO031-Landscape.png\"><img decoding=\"async\" src=\"https:\/\/ecommercemasterplan.com\/wp-content\/uploads\/2021\/01\/KO031-Landscape-1024x536.png\" alt=\"\" class=\"wp-image-22353\"\/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Listen now for free: <\/h3>\n\n\n\n<div style=\"width: 100%; height: 170px; margin-bottom: 20px; border-radius: 10px; overflow:hidden;\"><iframe style=\"width: 100%; height: 170px;\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/player.captivate.fm\/episode\/71d75335-fe74-49ad-bcf8-599704437902\" frameborder=\"no\"><\/iframe><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"has-text-align-center is-style-default has-extra-large-font-size wp-block-heading\">Subscribe to Keep Optimising on your favourite Podcast App<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/keep-optimising\/id1522462412\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Apple-podcasts-badge.png\" alt=\"\" class=\"wp-image-24589\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/open.spotify.com\/show\/4DoXxZMPtPX72KhN8nwTZw\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-Spotify_Logo_RGB_Green-40-high.png\" alt=\"\" class=\"wp-image-24590\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0va2VlcC1vcHRpbWlzaW5nLw%3D%3D\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"42\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-google_podcasts_badge-165.png\" alt=\"\" class=\"wp-image-24591\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why do you need Storytelling in your Marketing?<\/h2>\n\n\n\n<p>The need of bringing emotional marketing into eCommerce is what has become mainstream and something that more businesses are doing. Why? It is because it is very powerful.<\/p>\n\n\n\n<p>According to Chloe, Storytelling and Emotional Commerce is hardwired human behavior identified by Neuro-Scientists. There is solid research scientific analysis that has gone into it.&nbsp;&nbsp;<\/p>\n\n\n\n<p>She points out that emotional commerce drills down to 2 key types of activities:<\/p>\n\n\n\n<ol><li>Tactical Stuff &#8211; it is about user-generated content, social proof, urgency, etc.<\/li><li>Building an Emotional Connection with your customer. Storytelling falls in this category.<\/li><\/ol>\n\n\n\n<p>The latter type elevates trust, whereas the former forces someone to buy stuff.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Types of Storytelling are working in eCommerce?<\/h2>\n\n\n\n<p>Chloe says that Storytelling now has to be about the customer. It has to be the value they receive from your product. Mary Portas says &#8220;consumers are no longer interested in status symbols, but status stories.&#8221;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2 Broad Types of Storytelling that are used, in eCommerce &amp; Retail<\/h2>\n\n\n\n<p><strong>Founder Story<\/strong><\/p>\n\n\n\n<p>It is about the Founder and how you came about with the product. What the pain point that brought the product, into existence.<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/xeroshoes.com\/xero-shoes-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">Xero Shoes<\/a> \u2013 Steve Sashen \u2013 <a href=\"https:\/\/ecommercemasterplan.com\/xero-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">episode 188<\/a><\/li><li><a href=\"https:\/\/www.roadid.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">ROAD iD<\/a> \u2013 Edward Wimmer \u2013 <a href=\"https:\/\/ecommercemasterplan.com\/road-id-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">episode 190 <\/a><\/li><\/ul>\n\n\n\n<p><strong>Mission or Product Story<\/strong><\/p>\n\n\n\n<p>This is about how awesome the product is.<\/p>\n\n\n\n<ul><li><a href=\"https:\/\/www.flareaudio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Flare Audio<\/a> \u2013 Davies Roberts&nbsp; ep <a href=\"https:\/\/ecommercemasterplan.com\/flare-audio\/\" target=\"_blank\" rel=\"noreferrer noopener\">164<\/a> &amp; <a href=\"https:\/\/ecommercemasterplan.com\/flare-audio-profit-growth-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">250<\/a><\/li><li><a href=\"https:\/\/www.hairstory.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hairstory<\/a>&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">A couple of Simple Tips to make your Storytelling works<\/h2>\n\n\n\n<ul><li>It always starts with a why. Why does our business exist? What is our Mission? It has to have an element of why.<\/li><li>There are 3 parts to any story for it to work well:<\/li><\/ul>\n\n\n\n<ol><li>You take people through what the problem is<\/li><li>You take through the solution to the problem.&nbsp;<\/li><li>You prove to them that it is a successful solution to the problem-Where you can put in customer testimonials.<\/li><\/ol>\n\n\n\n<p>(thanks to <a href=\"https:\/\/ecommercemasterplan.com\/jj-resnick-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">JJ Resnick<\/a> for this excellent model)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to add Storytelling to the core eCommerce Marketing Channels<\/h2>\n\n\n\n<ul><li>About Us Web Page \u2013 To Anchor your work on getting your start out there.<\/li><li>Email-Marketing &#8211; In Your Welcome Campaign. It is the email sent to welcome your subscribers.<\/li><li>Post Purchase Campaigns &#8211; To create long term, loyal customers<\/li><li>Facebook Ads &#8211; To hook people into your business &#8211; Chloe in this section&nbsp; also explains where to put it in<\/li><li>Google Ads &#8211; You have obvious places where to put them in<\/li><li>SEO &#8211; When you are Guest Posting on other websites<\/li><li>Tell about stories to your PR Agency, Influencers, Bloggers, Press, Podcast Guests.<\/li><li>Social Media &#8211; get your storytelling frequently on Social Media Platforms &#8211; through Video, imagery, etc.<\/li><\/ul>\n\n\n\n<p><strong>Examples:<\/strong><\/p>\n\n\n\n<ul><li>About Us Page \u2013 <a rel=\"noreferrer noopener\" href=\"https:\/\/www.farmtoysonline.co.uk\/pages\/about\" target=\"_blank\">Farm Toys Online<\/a> &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/ecommercemasterplan.com\/farm-toys-online-julia-lowe\/\" target=\"_blank\">Episode 75<\/a><\/li><li>About Us Page \u2013 <a rel=\"noreferrer noopener\" href=\"https:\/\/www.jerseybeautycompany.co.uk\/about-us\" target=\"_blank\">Jersey Beauty<\/a> &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/ecommercemasterplan.com\/jersey-beauty-co-podcast\/\" target=\"_blank\">Episode 266<\/a><\/li><li>Welcome Campaign \u2013 <a rel=\"noreferrer noopener\" href=\"https:\/\/www.snakehive.co.uk\/\" target=\"_blank\">Snakehive<\/a> &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/ecommercemasterplan.com\/snakehive-tim-thorp\/\" target=\"_blank\">Episode 65<\/a><\/li><li>Welcome Campaign &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.projectrepat.com\/\" target=\"_blank\">Project Repat<\/a> &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/ecommercemasterplan.com\/project-repat-nathan-rothstein\/\" target=\"_blank\">Episode 43<\/a><\/li><li>Post Purchase Campaign Example &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.paper-republic.eu\/\" target=\"_blank\">PaperRepubli<strong>c<\/strong><\/a><\/li><\/ul>\n\n\n\n<div id=\"socital-60fa927ed9928d7afcf3575b\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Insider Tips <\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">If we\u2019ve inspired someone to take their first step with eCommerce Marketing Foundations \u2013 what do they need to know to give themselves the best chance of success? <\/h4>\n\n\n\n<p>It is always a tough job to telling your own story and perfect it. It is a whole lot easier telling it for someone else. Chloe\u2019s Advice about Storytelling is instead of doing it yourself, reach out and get people who know your business to do it for you.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Once you have got started, what is the obvious way to improve your storytelling?<\/h4>\n\n\n\n<p>First thing is to get it live. Don\u2019t wait for it to be perfect, and then get started. Get it on your &#8220;About Us&#8221; Page, and start marketing the same. <\/p>\n\n\n\n<p>Then you need to check how\u2018s it working. Chloe strongly recommends that you revisit it every 3 to 6 months. Put that date in your diary, because it&#8217;s easy to forget it. Once this is done, you would know what needs to be added or changed. Welcome campaigns also need to be revisited once in 3 to 6 months.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">If someone wants to learn about storytelling is there a cheap\/ free resource that can be used?&nbsp;<\/h4>\n\n\n\n<ul><li>Book #1 <a href=\"https:\/\/amzn.to\/2YcUyOU\" target=\"_blank\" rel=\"noreferrer noopener\">Cialdini\u2019s Influence<\/a> &#8211; A classic<\/li><li>Book #2 <a href=\"https:\/\/amzn.to\/3caDqBE\" target=\"_blank\" rel=\"noreferrer noopener\">Clickology by Graham Jones<\/a><\/li><li>eCommerce MasterPlan Podcast episode 258 with <a href=\"http:\/\/JJ Resnick explains how stories have been at the heart of his eCommerce success\" target=\"_blank\" rel=\"noreferrer noopener\">JJ Resnick<\/a>. He is a genius in storytelling, and growing one&#8217;s business.<\/li><li>Look at how other retailers are working on their storytelling.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Crystal ball time \u2013 what\u2019s coming up in the next 6-12 months that we should be getting ready for in eCommerce Marketing Foundations? <\/h4>\n\n\n\n<p>The time is now to add Storytelling to your marketing activity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interview links<\/h2>\n\n\n\n<ul><li><a href=\"https:\/\/chloethomas.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Business<\/a><\/li><li>Marketing Foundations: <a href=\"https:\/\/ecommercemasterplan.com\/remote-teams-shauna-moran-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">Your Team, how to work remotely successfully<\/a> with Shauna Moran<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Chloe on Social media: <\/h4>\n\n\n\n<ul><li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/in\/chloethomasecommerce\/\" target=\"_blank\">LinkedIn<\/a><\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/twitter.com\/chloethomasecom\" target=\"_blank\">Twitter<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Sponsored by\u2026<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><a href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"90\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Klaviyo_300.jpeg\" alt=\"\" class=\"wp-image-24679\"\/><\/a><\/figure>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">Klaviyo<\/a>\u00a0is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. <\/p>\n\n\n\n<p>The company\u2019s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">www.klaviyo.com<\/a>.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Full transcript to read &amp; download: <\/h2>\n\n\n\n<p><a href=\"https:\/\/www.dropbox.com\/s\/esjghyl65rg33yq\/KO%2031%20Transcript.pdf?dl=0\" target=\"_blank\" rel=\"noreferrer noopener\">Click to access<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this episode our host Chloe Thomas is taking over to take you through how to work storytelling into your marketing in order to speed up time to purchase, increase likelihood of purchase, and increase repeat purchases and referrals. You&#8217;ll learn about how to create your story, the types of stories that work, and how [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":23674,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41,37,34,64],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Foundations: Storytelling the why, the how, the what with Chloe Thomas (episode 031) - Keep Optimising Marketing Podcast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keepoptimising.com\/storytelling-chloe-thomas-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Foundations: Storytelling the why, the how, the what with Chloe Thomas (episode 031) - Keep Optimising Marketing Podcast\" \/>\n<meta property=\"og:description\" content=\"In this episode our host Chloe Thomas is taking over to take you through how to work storytelling into your marketing in order to speed up time to purchase, increase likelihood of purchase, and increase repeat purchases and referrals. 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