Journalism and marketing have worked hand-in-hand together since the horse-and-buggy days. Brand journalism, however, takes marketing to the next level by using story to grow sales directly.
As a Senior Copywriter at KWSM, I’ve seen brand journalism generate successful results for companies of all shapes and sizes.
From marketplace awareness to product sales, brand journalism drives results.
How? By delivering value and forging authentic connections with buyers and prospects.
In plain terms, brand journalism tells a story that sells.
How Does a Brand Journalism Approach Grow Sales?
Effective marketing and good journalism typically address the same two basic questions for an audience:
- “Why do I need to know about this?”
- “Why should I believe what you’re telling me?”
Brand journalism is the best way for businesses to provide confident answers.
When you combine compelling, credible storytelling with genuine value, your audience will see your brand as a trustworthy choice for the product or service they need.
Further, you’ll build on that trust when you deliver on your offer. And by nurturing that positive experience into a positive connection, you can generate repeat purchases, referrals, and other forms of bottom-line growth.
But how does this play out in real life? How can companies use brand journalism to build an audience and grow sales – especially if the brand isn’t established in the marketplace?
We’ll look at a real-world example of a recent KWSM client who came to us with a product for the pet care niche. Our agency was tasked with preparing a digital marketing strategy for the product while it was still in development so that the leadership team could hit the ground running when production was ready to ramp up.
Applying Brand Journalism to New Product Sales
Before we dive too deep into specifics, we should offer a disclaimer. Marketing tactics for growing product sales will vary according to the brand’s target audience, as well as the company’s existing tools for tracking and fulfilling orders.
In this case, because our partner was a new brand, we started by analyzing their back-end infrastructure needs. For example, our team provided recommendations to help the client find a suitable Customer Relationship Management (CRM) platform that would integrate with their eCommerce website.
When the first generation of the product rolled off the line, we scheduled a photo and video shoot to create assets that would support the client’s digital marketing strategy.
The brand’s strategy included the aforementioned eCommerce website, paid ad campaigns, influencer outreach to develop user-generated content and organic social media posts. The eCommerce website in particular established credibility with testimonials and other forms of social proof.
All of these outputs were built around compelling visuals and consistent messaging that addressed the audience’s needs and pain points. Finally, the client was prepared to enter the marketplace with infrastructure in place to collect user information, support the buyer’s journey, and fulfill orders successfully.
Using Story to Grow Sales for Pre-Existing Offers
Creating a brand journalism-based marketing strategy for new products is an interesting creative exercise. But of course, not all marketing campaigns start from scratch. Many eCommerce and DTC sellers already have existing assets and audiences. Those need to be evaluated before changing the brand’s direction.
This may seem like a challenge, but it’s really an opportunity. Existing audiences usually include happy customers who have stories to tell. The ability to tap into those stories is essential to brand journalism.
By sharing the transformational power of your offer from the perspective of someone who’s lived it, your customers can’t help but visualize themselves enjoying the same benefits.
“Helping businesses tell their stories and connect with the right audience has been our mission since we opened our doors in 2010. After working through a number of different methods, we’re confident that brand journalism is the most consistent and effective way to deliver the results our clients expect.”
– Stephen Wagner, Vice President, Finance & Operations, KWSM
Brand journalism is a unique approach to growing sales because it goes deeper than surface-level features and benefits. By telling compelling stories and emphasizing transformational results, you can build a marketing campaign that creates a dedicated fanbase and positions your brand for long-term success.
Are you ready to see your own brand journalism stories come to life? Fill out the form below to start a conversation with our team.
