12 examples of using web stories in your growth strategy

To support your company's growth, you are looking for innovative marketing levers that will allow you to stand out from the competition.

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SEO campaigns, SMS, emailing, website, advertising campaigns and social networks: you have the feeling that you have done the tour of the levers at your disposal... when suddenly, you come across what you need: web stories.

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This content format has indeed everything to please your targets, and can help you generate more visibility and business for your company.

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So how do you use them in your growth strategy? That's what we're going to reveal here, with 12 clever ways you can incorporate web stories into your marketing tunnel !

1. Integrate web stories into your SEO strategy

Maybe you already know: the web story is a format very well highlighted by Google's algorithm since the launch of its Accelerated Mobile Pages (AMP). Hosted on your website, they land directly in Google Search results, but also in Google Images and Google Discover tabs.

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So why not create an engaging web story for each page of your website that you want to rank better? By filling in your content's meta-data with the keywords you're targeting, you'll quickly see it stand out in the search engine results.

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2. Highlight web stories in your blog posts

Web stories are also a great way toimprove the user experience on your blog. Thanks to them, your visitors can find the key information to remember in a shorter, more digestible content.

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Not to mention the effect of these web stories on the natural referencing of your articles. By encouraging users to stay longer on your page to view your web story, you send a strong signal to Google, which will better rank your article in its results.

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3. Add web stories to your social media editorial schedule

If the traditional Social Media stories you know well on Instagram or Facebook disappear after 24 hours, web stories are eternal, and you own them! This will motivate you to use them not only on your website, but also to feed the feeds of your accounts on social networks !

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For example, by creating a web story and then exporting it to an image format, you can easily create a carousel of content to post on Instagram or LinkedIn.

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4. Fine-tune your emailing or SMS campaigns with web stories

Email or SMS are powerful marketing channels, but they have the characteristic of having to remain concise in terms of information contained, to remain digestible and optimal for conversion.

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You want to integrate more information into your cold emails or newsletters? Opt for theintegration of web stories, in the form of links, which you can position behind a visual that calls for a click.

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The little extra? The ability to integrate a call to action to the web story itself, to pursue your conversion goal, even outside your email or SMS.

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5. Boost your print campaigns

‍ On a poster or flyer, you may also run out of space to incorporate information. Here again, the web story can be interesting to overcome this concern. 

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Integrate a QR Code that leads to a web story, which in turn brings more details to your communication. It makes your print campaign dynamic, and potentially allows you to convert your targets via a channel where conversion is often complex. 

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What's more, with the performance measurement possible via web stories, you can get the ROI of your print campaign: something impossible without this innovative content format!

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6. Increase the time spent on your Landing Pages

The primary objective of a landing page is conversion. And adding a web story can help you achieve this marketing objective. Indeed, this type of content allows your users to spend more time on the page, and therefore, a fortiori to potentially convince them with more impact.

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Remember to integrate your content at the very top of the page, above the waterline, to call for a click. Don't forget to activate its opening in a new tab, so as not to make the landing page disappear where the conversion must take place.

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7. Drag and drop web stories into your downloadable content

Another great advantage of the web story is that it brings more pizzazz to all types of PDFs: white papers, ebooks, case studies... Why not add a web story in video format, like interviews or tutorials presented by humans, to humanize your downloadable content?

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8. Use web stories as reassurance

If you own an online store, you know how crucial it is to work on the reassurance elements of your site, to convince your customers to buy your products.

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To do this, there is nothing like personalized web stories, strategically integrated to the product pages of your e-commerce site. You can for example show your products in action, or put forward social proof, such as testimonials from customers satisfied with their purchase.

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9. Reconcile web story and influencer marketing 

The web story is the ideal content format to collect and highlight the content produced by your brand ambassadors. Whether they are influencers in aninfluencer marketing approach, customers in a User Generated Content approach, or employees in anemployee advocacy approach, their content deserves to be highlighted in your brand communication!

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Download the original content of these ambassadors, ask them for permission to use it in your communication plan, and then create a web story from this content to promote on all relevant channels. Clever, isn't it?

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10. Spice up your customer onboarding

Once your target has been converted into a customer, you can use web stories as a loyalty lever. To do so, integrate this format to your customer onboarding, to deliver to your new customers tips to make the best use of their purchase.

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For example, a food brand may choose to present recipes to be made with its products, while a company selling an application may present its different functionalities in a very educational way.

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11. Collect customer feedback easily

Collecting feedback and customer opinions is crucial to continuously improve your offer, as well as the way you communicate with your prospects and customers. Hence,adding polls, quizzes, or forms to your web stories, and then sending them by email or integrating them to the post-purchase e-commerce page, to directly collect this feedback.

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Some brands also choose to integrate a QR Code leading to a web story on the packaging of their e-commerce products, or on a paper printed on the cash registers of their stores.

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12. Highlight your promotional offers

What if we told you that the web story was an eco-responsible way to promote your current promotions, avoiding the need for multiple print communications such as flyers? Integrate web stories in your promotional campaigns, as a QR code on your print media , or as a link in your promotional emails, or in your publications on social networks.

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You can then measure the performance of each of your promotional web stories, allowing you to accurately estimate the ROI of your promotional campaign.

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