Universitas Gadjah Mada
Faculty of Economics and Business

Storytelling has become one of the most important strategies in digital marketing, including for micro, small, and medium enterprises (MSMEs). The ability to tell stories effectively is a powerful tool for attracting attention and building customer loyalty. Beyond being a marketing tool, storytelling is also a way to highlight product uniqueness amidst intense market competition.

Through stories, a product gains emotional value that connects consumers to the brand. Therefore, improving storytelling skills is essential for product marketing.

"People love to watch, read, and listen to stories because they create human connections based on empathy, build trust, and increase customer loyalty," said Dr. Sahid S. Nugroho, M.Sc., a lecturer in the Department of Management at FEB UGM.

During the Digital Business Training for MSMEs on November 21-24 at FEB UGM, Sahid presented a session on marketing products through social media for MSME entrepreneurs. He described compelling stories as useful, relevant, easy to understand, emotional, and inspiring.

In storytelling, he added, the right strategy is crucial. For example, identifying the most prominent and significant product features from the consumer's perspective. The narrative should focus on the human aspect of the consumer by creating an emotional or social dramatization that highlights the pros and cons of the product's features. Developing an authentic and natural story without being overly staged is also important.

"Appropriate dramatization can highlight product benefits naturally and compellingly," he said.

In the training, Sahid also discussed promotional strategies that can be implemented through paid and organic channels. According to him, paid advertising on platforms like Instagram, Facebook, and TikTok can quickly increase business visibility. However, he emphasized the importance of careful planning before launching advertisements.

"Entrepreneurs need to understand consumer needs, set communication goals, identify the target audience, highlight product benefits, and design an appropriate creative strategy," he explained.

In addition to paid advertising, Sahid discussed equally effective organic strategies. He encouraged business owners to use social media algorithms by posting engaging content in posters or videos. Other methods include following similar accounts, responding to messages, and interacting through audience comments.

Reporter: Shofi Hawa Anjani
Editor: Kurnia Ekaptiningrum

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