Tag : digital breadcrumbs

M3 Publishing > digital breadcrumbs
30Nov
digital breadcrumbs and your customer corridorWhere Does Your Trail of Digital Breadcrumbs Lead?

Where Does Your Trail of Digital Breadcrumbs Lead?

We all leave digital breadcrumbs behind from our online activity. Some will resonate more than others.  But what if you could determine what was in the trail that you’re leaving, for your target audience to follow?

 

Digital Breadcrumbs and Your Customer Corridor

At our recent Business Connections event held in Manchester, we talked about customer corridors and how, by bringing your prospects towards you, using digital breadcrumbs, you can help them to build a picture of:

  • Who you are, and your behaviour
  • What you did, to successfully benefit a business
  • How you can help them, based on that success

 

This process also pre-qualifies the prospects that arrive at your door.

We think it’s different than a sale funnel because it’s a subtler process, while still routed in a strategy that is designed to generate business.

 

Imagine your customer corridor as an actual corridor. You’re at the end of it and your target audience is drawn along it, prompted by signs and other information about you – your digital breadcrumbs – that encourages them to move further along and deeper into your world

 

In the digital realm, the consumer is king, and people searching the internet like to feel that they are in control of the choices they make.

The process of attracting them subtly and gently, compared with other, more direct marketing activity, will enable them to achieve this.

Most of all, your activities must focus on your target audience, and on their pain points, interests and needs.

 

The Power of Publishing

If you’re going to publish content online – your digital breadcrumbs – that will bring your audience down your customer corridor, how best to do it?

Clearly, you can publish your own blog, and share it through social media channels, to help point people in the direction of your website.  But is this enough? It’s highly competitive out there and somehow you need your content to differentiate you.

What about the platform you choose? What if you could be featured as an expert in a well-respected online publication with a strong digital following?

This works in several powerful ways:

  • it provides you with a solid, third-party recommendation
  • it enhances your credibility, highlighting your expertise in your chosen field; and
  • it addresses your audience’s concerns first and foremost, while connecting your name with the issues they are interested in

 

The prospects you seek are looking for something. M3 Media Publishing’s sector-specific portfolio of digital magazines and distribution channels can help them find it, by you leaving a trail of digital breadcrumbs and bringing them along your customer corridor, towards you.

Discover how, by contacting us.

 

For an accompanying read, please visit Have you Set out your Customer Corridor?

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23Oct
customer corridorHave you Set out your Customer Corridor?

Have you Set out your Customer Corridor?

Imagine a prospective customer walking down your ‘customer corridor’ to reach your office for your first meeting.

Your office is carefully positioned right at the far end of this potentially valuable customer corridor.

This is to ensure that you have some influence over them when they arrive. (Not dis-similar to how the supermarkets work – getting you to follow a carefully-planned route around their stores).

On the way along this customer corridor, your prospects are enticed to follow your route where they will pass by a selection of subtle images and messages about YOU.

 

Written and visual messages can highlight the advice you have been giving to your customers, in turn, letting your prospects know about the things that you understand about their business issues and their sector

 

Maybe along the way, your prospect pictures the ways that other businesses, just like his (or hers) have benefited from your help and guidance in the past.

By the time he gets to your office, how do you think he now may be feeling about meeting you?

This is pure ‘influencing‘ not selling.  And it works very effectively.  Even moreso, if these messages come from a third party – which is a subtle form of endorsement – creating a very powerful content strategy for your business.

We refer to this concept of attracting customers via content, the internet and social media as laying a trail of ‘digital breadcrumbs‘.

 

How Can a Corridor Improve my Sales Conversion?

Ask yourself these questions:

  1. How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?
  2. As your prospect should now know much more about you, would he (or she) feel that he did this all by himself and did not feel coerced?
  3. How much better are your chances of now getting that sale?

 

The more we know about someone’s business and behaviour, the more confident we are – and more likely – to make a sales decision.

67% of the information prospects gain about you, is found by them, BEFORE they even make contact with you.

Discover how you can create, and stay in control of, what they find, by contacting us.

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27Jan
article marketing can help drive visits to your websiteHow can articles generate business for you?

How can articles generate business for you?

Articles on their own, may not be enough to generate business for you.

The articles need to sit as part of the route that your prospective customer can choose to follow, that will eventually lead to your front door.

I refer to this route as the ‘customer corridor’ and your articles will work better when they form part of this route.

Very simply, you need to create a number of simple steps for your prospects to take to reach you.
If at each point, your prospect is given some idea that you can still be helpful to him, then the next step is for you to offer them another piece of valuable information.

Thus drawing the customer closer to you.

Think of this as if you were laying a trail of breadcrumbs for them to follow.

The final document should contain a little more ‘in-depth’ information for the reader, which follows the theme of your initial article. Thus retaining the focus of your prospective customer on whatever caught his attention in the first place.

This ‘teaser’ document, as I sometimes call it, should contain information that your reader really wants to see and it should ideally be placed within your website – and hidden from view.

This, critically, will then allow you to offer this information to your reader, in exchange for his email address.

Thereby completing the customers’ ‘route’ to your door and more importantly, providing you with a method of measuring and converting your reader into a partly-qualified prospect.

For help with writing articles that generate business, please contact me via:  david @m3publishing.co.uk

David Lomas

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