Breadcrumb Marketing on Social Media
By Siân Morgan-Owen, Digitally Dazzling
What is Breadcrumb Marketing?
In the adventure of building a business, finding the right people who get what you’re all about can be a bit like wandering through a forest. Just like in the story, where Hansel and Gretel dropped breadcrumbs to find their way back home, in breadcrumb marketing, you’re dropping little hints or pieces of information to lead potential clients to you and your business.
Facebook groups are bustling with people talking, asking questions, and looking for advice. Instead of jumping in with loud, look-at-me promotions, you can be more subtle. When you see a question or a conversation that relates to what you do, chime in with your thoughts or advice. This is your first breadcrumb. It’s not about selling anything; it’s just about being helpful.
When you do this, people naturally become curious about who you are and what you do. They might click on your profile to learn more about you. This is where you want to make sure you’ve left your next breadcrumb. Your profile should clearly show what you do, how you can help, and where they can find more information—like your website or other social media profiles.
Breadcrumb marketing is all about making it easy for people to discover you and your business as they follow the trail of helpful information you’ve left. It’s a gentle way of guiding them to you, rather than trying to grab their attention with flashy advertising.
Fostering Authentic Connections
Your online profile is like a lighthouse, shining a light on your work and what you stand for. It’s important to make sure your social media is easy to read and understand, with clear links to your website and services. Being open and easy to find shows you’re ready to talk and connect on a deeper level, just like the people you want to reach.
Good breadcrumb marketing is all about being helpful. Every blog post, video, or webinar you make should focus on what your audience needs and dreams about. Sharing stories of success, giving practical tips, and introducing new ideas can inspire and encourage your audience to move forward with their goals.
Authenticity and Empathy
In the online space, being real and understanding matters a lot. When you truly get what your audience is going through and talk in a way that shows you care, you build trust and make real connections. It’s all about seeing their achievements, being there in tough times, and helping them along the way. This makes you more than just another business, it makes you a trusted guide.
Being part of a community is also important for business owners. When you join or start groups where people with similar interests hang out, you’re not just showing off what you know. You’re helping to create a space where ideas, support, and teamwork grow. These places are where your small efforts (like helpful comments or advice) can lead to big connections and strong relationships.
Conclusion
Breadcrumb marketing is much more than just a strategy. It involves sharing your knowledge, experiences, and opportunities in a way that naturally leads people to find out more about what you offer and the community you’re building. By focusing on providing real value, making genuine connections, and supporting a welcoming community, you’re not only drawing people to your services but also helping them reach their own goals.
By integrating these ideas into your online strategy, you’re setting up a process where both you and your audience can succeed together. This approach isn’t about reaching a final goal but about working together and making positive changes continuously.
Read more in my Selling with Integrity blog.