Using a ‘Golden Circle’ Approach to Make the Most of Your Digital Marketing

Digital marketing is an ever-evolving landscape that requires constant learning and adaptation. 

One of the most significant influences on my approach to digital marketing has been Simon Sinek’s book, Start with Why. His Golden Circle concept 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. When applied they can create a more impactful message that connects with your audience.


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.


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.


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 look at some key strategies and tactics to help you build a strong online presence. 

Social Media Marketing

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. TikTok for example, has robust targeting options that allow you to narrow down your audience based on demographics, interests, and behaviour. You can buy real tiktok likes at SocialZinger to increase your chances of attracting organic engagement.

Email Marketing

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.

Search Engine Optimisation (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

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.

The ad copy should be attention-grabbing, informative, and persuasive. Always 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. 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 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’. 


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 programme to gain skills and confidence in public and impromptu speaking, chairing meetings and time management. To find your nearest club, visit