{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Episode 57: Why This Single Word is Everything in Digital Marketing","description":"Why Context is the Secret Sauce in Digital Marketing, Coaching, and Selling Digital Products What\u2019s up, everyone! Welcome back to another conversation where we dive into the stuff that really matters in marketing. Today, I want to share something that completely changed how I approach everything\u2014from marketing campaigns to sales, even how I talk to people. And it all boils down to one word: context. You\u2019ve probably heard me say it before\u2014because I say it a lot. But once I break it down, you'll see why it\u2019s a total game-changer. Context is the thing that ties everything together. Without it, even the best strategies fall flat. What is Context, Anyway? Context is basically the environment or circumstances that surround an event or message. In marketing, it\u2019s everything. It\u2019s not just what you\u2019re saying, but when, where, and who you\u2019re saying it to. Context is why some marketing campaigns take off and others fall flat. For example, if you\u2019re a coach selling a tiny offer like \u201cDitch the Diet\u201d to someone recovering from a health scare\u2014where strict dietary rules were necessary\u2014that message could come off as super insensitive. But if you\u2019re pitching it to someone who\u2019s tired of diet culture, it\u2019s going to hit just right. That\u2019s the power of context. Why Context is a Game-Changer Let me take you back to a conversation I had with one of my team members. She pointed out something I hadn\u2019t really noticed before. She said, \u201cAllie, everything you do comes back to context.\u201d And I realized, yeah, it totally does. I ask for the context on pretty much everything\u2014sales questions, marketing strategies, you name it. Why? Because without understanding the context, you\u2019re just guessing. It\u2019s the same with your digital marketing. If you\u2019re not taking into account where your audience is right now\u2014what\u2019s going on in their lives or their business\u2014you\u2019re going to miss the mark. The Role of Context in Growing Your Personal Brand Building a personal brand is about being authentic, right? But if your messaging doesn\u2019t match the context of where your audience is, it\u2019s not going to connect. For instance, let\u2019s say you\u2019re coaching beginners who are still trying to figure out what they want to sell. Pushing them toward advanced strategies like tiny offers isn\u2019t going to work. They need to know what they\u2019re passionate about, what they\u2019re good at, and how to turn that into something they can sell before they\u2019re ready for that next step. That\u2019s why I created my free course, "Sell What You Know"\u2014to help people who are still figuring out what they want to do. Because here\u2019s the thing: without context, even the best strategies don\u2019t make sense. How Context Impacts Your Digital Marketing Campaigns When it comes to marketing, context is everything. Even if you have killer copy, if the context is off, it won\u2019t resonate. Take this for example\u2014if you\u2019re launching a $27 tiny offer to a high-level business owner who\u2019s running a multimillion-dollar company, it\u2019s probably not going to land. That\u2019s because the context is wrong. Someone at that level isn\u2019t looking for plug-and-play templates\u2014they need strategy, they need someone who understands their bigger picture. They don\u2019t want to waste time, they want results. On the flip side, if you\u2019re speaking to someone just starting out, trying to figure out how to make their first dollar online, you need to provide support, guidance, and empathy. The context totally changes based on who you\u2019re talking to. Timing, Platform, and Mindset: The Big Three of Context There are three key things to consider when you\u2019re thinking about context in your marketing: timing, platform, and audience mindset. 1. Timing: Get it Right Timing is everything. If you\u2019re selling a productivity course in December when people are in holiday mode, it\u2019s going to flop. But if you launch that same course in January when everyone\u2019s setting goals? It\u2019s going to hit hard. 2. Platform: Meet People Where They Are Different platforms come with different contexts. What works on Instagram might not fly on LinkedIn. You\u2019ve got to adjust your message for the platform where your audience is hanging out. For example: On Instagram, people want quick, visual content. Show behind-the-scenes stuff, share stories. On LinkedIn, focus on more professional insights and case studies. In email, you can go deeper and really connect with your audience on a personal level. 3. Audience Mindset: Know Where They\u2019re At You\u2019ve got to understand what\u2019s going on in your audience\u2019s heads. Are they feeling overwhelmed? Stuck? Ready to take on the world? Your messaging needs to match their mindset. If you\u2019re talking to someone who\u2019s just getting started, they need encouragement and support. But if you\u2019re speaking to someone who\u2019s running a six-figure business, they need strategic insights and next-level tactics. Real-Life Marketing Missteps: When Context Goes Wrong Context isn\u2019t just theoretical. It\u2019s super easy to get it wrong, even for big brands. Remember Peloton\u2019s holiday ad from 2019? They wanted to show a fitness journey, but the context made it look like the husband was giving his wife a Peloton because she needed to lose weight. Ouch. The backlash was huge, and Peloton\u2019s stock price took a nosedive. Then there was Burger King\u2019s tweet that said, \u201cWomen belong in the kitchen.\u201d Yeah, they meant to highlight women in leadership roles in the restaurant industry, but the context was totally off, and people weren\u2019t having it. These examples show how important it is to get the context right in your campaigns, whether you're running a tiny offer, launching a new course, or growing your personal brand. Using Context to Crush It in Digital Marketing Ready to use context like a pro? Here\u2019s how you can start applying it in your business: Know Your Audience\u2019s Journey: Get clear on where your audience is. Are they beginners? Are they scaling their businesses? Your messaging has to meet them where they are. Adjust for Timing: Align your launches with what\u2019s happening in your audience\u2019s world. If people are focused on goal setting in January, that\u2019s the time to launch your productivity or business coaching offers. Stay Aware of Cultural Context: Keep an eye on trends and societal movements. If something is happening in the world, like a big cultural shift, make sure your messaging fits the moment. Wrap-Up: Context is Everything Before you send out that email or hit publish on your next post, ask yourself: What\u2019s the context here? Who am I talking to? What\u2019s their mindset? What\u2019s happening in their world? Context is the secret sauce that makes your marketing messages land the way you want them to. Whether you\u2019re growing your personal brand, selling digital products, or coaching clients, understanding the environment, the timing, and the mindset of your audience is what\u2019s going to make your message resonate. So, next time you\u2019re working on a campaign or launching a product, don\u2019t just think about the what\u2014think about the context. That\u2019s where the magic happens. ","author_name":"SELF-MADE | A.I. and Marketing with Allie Bjerk","author_url":"http:\/\/www.alliebjerk.com","html":"