Digital marketing is an essential tool but how can businesses make the most of it?

An important influence on my approach has been Start with Why by Simon Sinek. His Golden Circle concept helped me enormously in creating message that appeal to my target audience.

It's based on three principles: why, how, and what.

WHY

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

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 products/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.

Here are some strategies and tactics to help you develop your online presence.

Social Media

For Social Media you need 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.

Targeting the right audience. Instagram, for example, has robust targeting options that allow you to narrow down your audience based on demographics, interests, and behaviour.

Email

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 will resonate with your audience (and work for your business).

Personalising 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.

SEO

Creating high-quality content is important for SEO (it's not just about key words). Search engines prioritise 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

PPC advertising involves paying for ads appearing on search engine results pages or social media platforms. PPC can be a cost-effective option for reaching your target audience and driving conversions.

Finding the right keywords is crucial. I've found the ‘Answer the Public' tool is an excellent way to identify the keywords most relevant to your business; you can ensure that your ads are seen by people who are most likely to be interested in your products or services.

The ad copy should be attention-grabbing, informative, and persuasive and tailored 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. Focus on what is in it for the customer, not what you want to ‘sell'.

Regularly analyse your ad performance and make adjustments to your targeting, ad copy, and bidding strategy. That way you'll improve the ROI of your campaigns and drive more conversions.

To get the most out of your digital marketing use the Golden Circle concept and reap the benefits.

By Cristina Plamadeala, Toastmasters International

ABOUT THE AUTHOR

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. To find your nearest club, visit www.toastmasters.org