3 Principles to Shape Your Digital Marketing

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By Cristina Plamadeala, Toastmasters International

You can’t stand still with digital marketing. You need to keep up and adapt as the digital world evolves.

I have found inspiration in Start with Why by Simon Sinek. The Golden Circle concept he shared in this book has helped me in creating a more compelling message for my digital marketing that connects with my target audience.

Image: Yay Images

By applying the 3 principles to digital marketing, a business can create an impactful message that resonates with their own audience.

Why

The first principle is Why, which refers to the purpose or the reason behind a company’s existence. In digital marketing, the why could be the company’s mission statement, values, or the problem they are trying to solve. Companies that communicate their why effectively can create an emotional connection with their target audience, leading to increased brand loyalty.

How

The second principle is How, which refers to a company’s approach to achieving its goals. I.e., how could the strategies, tactics, and tools be used to reach the target audience? Companies that communicate how effectively can demonstrate their expertise and build trust with their target audience.

What

The third principle is What, which refers to the products or services that a company offers; what are the features, benefits, and unique selling points of the company’s products or services? Companies that communicate their what effectively can differentiate themselves from their competitors and persuade their target audience to take action.

Now that we’ve covered the basics of the Golden Circle and its application to digital marketing let’s take a closer look at some key strategies and tactics to help you build a strong online presence. Each of the following approaches should be considered the HOW, and you should then use your WHY and WHAT to define the actions you take.

Social Media Marketing

Social media marketing involves promoting your business through social media platforms such as Facebook, LinkedIn, and Instagram. This can include organic posts as well as paid ads.

One of the best approaches when using social media is to create engaging content. Whichever social media platform you choose, create content that showcases your brand’s personality enabling you to connect with people on a more personal level.

For example, your WHY might be to launch a new product, the HOW is using LinkedIn and creating engaging content, and the WHAT is to focus on how your new product solves a particular problem or challenge people have.

Using hashtags is another tactic that can increase the visibility of your social media posts. Hashtags allow you to reach a wider audience by categorizing your posts with relevant keywords. It is essential to research the most effective hashtags for your –and deploy them consistently across Instagram and Facebook. This helps to ensure you are reaching the right people.

Targeting the right audience

Instagram, for example, has robust targeting options that allow you to narrow down your audience based on demographics, interests, and behavior. By targeting the right audience, you can ensure that your ads are seen by people who are most likely to be interested in your product or service.

Email Marketing

Email marketing involves sending helpful emails to your subscriber base in order to build relationships and promote your products or services. Email marketing is a cost-effective way to reach your target audience and build customer loyalty.

One of the key tactics for email marketing is to create compelling subject lines. The subject line is the first thing the subscribers will see in their inbox, and it can determine whether or not they open your email. A good subject line should be attention-grabbing and give subscribers a reason to open your email. Generally, a ‘does what it says on the tin’ subject line is much better than something obscure and unclear.

Again, by referring back to the WHY and WHAT of the Golden Circle, you’ll be able to create subject lines that will resonate with your audience (and work for your business).

Personalizing your emails is another effective tactic for email marketing. By addressing the subscribers by name and tailoring the content to their interests, you can make them feel valued and increase the likelihood that they will engage with your emails.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) involves optimizing your website or landing pages to rank higher in search engine results pages.

One of the key strategies for SEO is thorough keyword research. By identifying the keywords and phrases that your target audience is searching for, you can create content that is appropriately optimized. This increases the visibility of the landing pages in search results, drives organic traffic, and maximizes conversions.

Creating high-quality content is also important for SEO. Search engines prioritize websites/landing pages that provide valuable and relevant content to their users. By creating content that answers the audience’s questions and provides value, it can increase the authority and credibility of your website. Your content should be inspired by the WHY and WHAT of your ‘Golden Circle’.

Pay-Per-Click (PPC) Advertising

Pay-Per-Click advertising involves paying for ads appearing on search engine results pages or social media platforms. PPC can be a cost-effective way to reach your target audience and drive conversions.

An important approach for PPC is to target the right keywords. I have found that the ‘Answer the Public’ tool is one of the best ways to identify the keywords that are most relevant to your business and target them with your ads; you can ensure that your ads are seen by people who are most likely to be interested in your products or services.

Creating compelling ad copy is also important for PPC success. The ad copy should be attention-grabbing, informative, and persuasive. Be sure to tailor your ad for each platform as they all have different requirements. Ads, in particular, should address the WHAT, specifically WHAT you can do to help solve your customers’ problems/challenges. Always focus on what is in it for the customer, not what you want to ‘sell’.

Monitoring and optimizing your ad campaigns is another important tactic for PPC success. By regularly analyzing your ad performance and making adjustments to your targeting, ad copy, and bidding strategy, you can improve the ROI of your campaigns and drive more conversions.

Summary

To achieve success in digital marketing, it’s crucial to view it as an ongoing process rather than a definitive end goal. The dynamic nature of the digital landscape requires continuous adaptation and keeping up with the latest changes. And at each stage, always refer back to the ‘Golden Circle’. This concept has greatly aided my understanding of the underlying motivation behind my actions. By starting with “Why” in everything I do, I ensure a solid foundation for my digital marketing decision-making process. Understanding the purpose and reasoning behind my efforts allows me to align my strategies and tactics effectively.

Always bear in mind that it’s not just about what you do in your digital marketing; it’s about why you do it and how you do it that can make all the difference to your level of success.

      Cristina Plamadeala is a member of Toastmasters International, a not-for-profit organisation that has provided communication and leadership skills since 1924 through a worldwide network of clubs. There are more than 400 clubs and 10,000 members in the UK and Ireland.

Members follow a structured educational program to gain skills and confidence in public and impromptu speaking, chairing meetings and time management. To find your nearest club, visit Toastmasters International.

The views and opinions expressed in this blog post or content are those of the authors or the interviewees and do not necessarily reflect the official policy or position of any other agency, organization, employer, or company.