Did you know that you only have less than a minute to capture the attention of every person who visits your website? According to research, over 55% of web users spend less than 15 seconds on a page. As the attention span of digital consumers decreases, businesses have to work harder to produce captivating content. 

Storytelling is one technique that has proved to help increase engagement, build brand credibility, and boost SEO rankings. However, for this method to work, you have to do it right. Below are a few tips on how to use storytelling to boost your brand's online visibility.

Refine Your Audience

No SEO technique will work if you haven't defined your audience. Different types of content appeal to different people. Knowing what your audience wants or likes is the first step to crafting captivating stories. But how do you define your target consumers? Below are some elements to consider when refining your audience:

• Age and gender
• Occupation
• Location
• Hobbies and interests
• Spending patterns

Singling out your target audience from the millions of digital consumers can seem like an uphill task. However, you can start by compiling data on your existing customers and social media audience. Employ social listening tools to locate people who talk about your brand or brands in your industry. Use analytics to analyze target audiences and check their behavioral patterns on the web. 

Tell Your Brand Story

Anyone can tell a story about products and services. In fact, most businesses in your niche are doing the same. So what will set your story apart from the competition? It is your brand story. Every brand has a distinct story -- a unique journey. Your target customers will only be hooked to you if you give them a reason to care. 

Tell the story of how your brand came to be. Address the steps you took to create a product or service for your audience. Showcase interviews and visuals of the projects you've undertaken. However, be careful not to make the story about you. Tell your audience what is in it for them. Let them feel you created the brand with their needs in mind. 

Don't Focus Too Much on SEO

It may seem counterintuitive to ignore SEO when trying to increase brand visibility with storytelling. However, this strategy works. The role of storytelling is to get your audience to like you. When your online visitors like you, they spend more time on your website, talk about you on social media, and take your calls to action. All this translates into a low bounce rate, high click-through rate, and increased conversions. All these are good signals to search engines, and the result is better rankings.

Storytelling is an effective SEO strategy, but you have to do it right to achieve the desired results. Contact an SEO expert for professional help in crafting a captivating brand story.

To learn more, contact a resource that offers something like StoryBrand SEO services.