14 June 2024, 02:58
By Cristina Plamadeala Oct 04, 2023

The Golden Circle approach to marketing

Digital marketing refuses to stand still, but it remains one of the most valuable routes to the customer, and its essence can be boiled down to a handful of simple principles, writes Toastmasters International’s Cristina Plamadeala …

As with the world of furniture and interior design, digital marketing keeps changing. It is an essential part of modern marketing, so every business needs to keep up and make the most of the opportunities it offers.

One of the most significant influences on my approach to digital marketing has been Simon Sinek’s book, Start with Why. The Golden Circle concept outlined in the book has helped me create a more compelling message that resonates with my target audience.

The Golden Circle is based on three principles – why, how, and what. By applying these principles to digital marketing, furniture retailers and designers can create a more impactful message that connects with their particular 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 your 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 – how could the strategies, tactics and tools be used to reach the target audience? Companies that communicate that 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 let’s consider some key strategies and tactics to help you build a strong online presence for your furniture or interior brand. 

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, including fabulous images of your furniture/interiors. Whichever 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 categorising your posts with relevant keywords. It is essential to research the most effective hashtags for your brand, and deploy them consistently across Instagram and Facebook. This helps to ensure you are reaching the right people. 

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

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 will resonate with your audience (and work well 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.

Search Engine Optimisation (SEO)

SEO involves optimising 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 optimised. 

Creating high-quality content is also important for SEO. Search engines prioritise websites/landing pages that provide valuable and relevant content to their users. Creating content that answers the audience’s questions and provides value 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 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 optimising your ad campaigns is another important tactic for PPC success. By regularly analysing 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.

Digital marketing depends on executing a long-term plan. It’s important to see it as an ongoing process, whilst also keeping up with any changes. Keep the Golden Circle in mind, and with great images of your products you’ll be on your way to digital marketing success.

Cristina 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. Members follow a structured educational programme to gain skills and confidence in public and impromptu speaking, chairing meetings and time management.

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