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?