The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- Personalizing your about us page
- Become transparent to customers
- Highlight successful customers and tell their story
- Putting a face on your brand
Episode Title: Using Storytelling to Build Your Brand
Guest: Michael Jamin, Co-Founder, Co-Owner, and Director of Granting Wishes at TwirlyGirl
Host: Arlen Robinson
In this episode of the eCommerce Marketing Podcast, Arlen Robinson interviews Michael Jamin, co-founder and co-owner of TwirlyGirl, a unique line of twirly dresses for girls. Michael shares his journey from being a TV writer for shows like “King of the Hill,” “Wilfred,” and “Beavis and Butthead” to applying his storytelling skills to build TwirlyGirl into a multimillion-dollar brand. He discusses the importance of storytelling in eCommerce and provides actionable tips for businesses to effectively use stories to connect with customers and drive sales.
Key Takeaways:
- Michael’s Background and Transition to TwirlyGirl (00:00:00)
- Michael’s career as a TV writer and how his storytelling skills translated to building TwirlyGirl (00:02:00).
- The inception of TwirlyGirl by Michael’s wife, creating high-quality reversible twirly dresses (00:04:00).
- The Power of Storytelling in E-commerce (00:07:00)
- Writing entertaining product descriptions to improve SEO and customer engagement (00:08:00).
- Importance of branding and using storytelling across all customer touchpoints (00:10:00).
- Defining a Story (00:12:00)
- A story recounts the struggle of a hero fighting an obstacle to achieve a goal (00:13:00).
- Example of “Jack and the Beanstalk”: Hero (Jack), Obstacle (the Giant), Goal (the Goose that lays the Golden Eggs) (00:14:00).
- Starting with Storytelling for E-commerce Businesses (00:17:00)
- Begin with the About Us page to create a personal connection with customers (00:18:00).
- Personalize your brand to make it relatable and trustworthy (00:20:00).
- Channels for Storytelling (00:22:00)
- Facebook: Ideal for entertaining content and connecting with customers in a non-salesy way (00:23:00).
- Instagram: Use for visual storytelling, but ensure it is supported by compelling narratives (00:25:00).
- Quick Action Tips for Implementing Storytelling (00:27:00)
- Start by recording your story as if speaking to a friend, then transcribe and refine it (00:28:00).
- Use email campaigns to share your brand’s story and create an emotional connection with customers (00:29:00).
Guest Information: Michael Jamin
- Founder of TwirlyGirl
- Website: Michael Jamin
