I recently watched a video by marketing strategist Adam Erhart that completely reinforced what I’ve been telling entrepreneurs for years: digital marketing isn’t nearly as complicated as most people make it out to be. After building multiple successful online businesses myself, I’ve seen firsthand how many people get caught in the weeds of tactics before establishing a solid strategy.
Digital marketing, at its core, is simply marketing done with digital tools. Yet so many business owners waste months (and thousands of dollars) on the wrong platforms or tactics because they don’t understand this fundamental truth.
The Digital Advantage
What struck me about Adam’s presentation was his clear breakdown of why digital marketing typically outperforms traditional methods for most businesses. While traditional marketing (TV, radio, print) still works, digital offers four critical advantages:
- Reach: You can connect with billions of people worldwide
- Precision: You can target exactly who you want to reach
- Cost: Digital is significantly more affordable than mass media
- Speed: You can launch campaigns in minutes and get immediate feedback
That last point about speed cannot be overstated. With traditional marketing, you might wait weeks or months to know if your campaign worked. With digital, you know almost instantly and can make adjustments on the fly.
The Marketing Master Plan
The most valuable insight from Adam’s presentation was his five-part Marketing Master Plan. This framework perfectly aligns with what I’ve taught in my books and seminars for years.
Too many marketers jump straight to tactics (which social platform to use, what kind of content to create) without first establishing their foundation. This is backward thinking that leads to wasted effort.
Instead, follow this strategic approach:
- Model: Your business setup must be profitable, enjoyable to run, and selling something people actually want
- Market: Define your ideal customer with specific demographic, geographic, and psychographic details
- Message: Speak directly to your market’s struggles and show how you can help
- Media: Only now do you select your marketing channels
- Machine: Create a systematic funnel that turns strangers into customers
I’ve seen countless businesses fail because they started with media selection (step 4) without doing the foundational work. As Adam perfectly stated, “Tactics without strategy is just noise and a whole lot of motion that’s getting you nowhere fast.”
Direct Response vs. Brand Awareness
Another critical distinction that resonated with me was the difference between direct response and brand awareness marketing. This is where I see many of my clients getting confused.
Direct response marketing asks for a clear action – buy now, sign up, download this – and its results are immediately measurable. Brand awareness marketing plays the long game, building trust and recognition over time.
The biggest trap is running brand awareness campaigns but expecting direct response results. That’s setting yourself up for disappointment.
For most businesses, especially those just starting out or looking to grow quickly, I recommend focusing 90% of your efforts on direct response marketing. The brand awareness will come naturally as a byproduct of your success.
Search vs. Discovery: Understanding Intent
The distinction between search and discovery marketing comes down to one word: intent.
Search marketing (Google, YouTube search) targets people actively looking for solutions. They have high intent and are often ready to buy. Discovery marketing (social media scrolling) interrupts people who aren’t actively searching but might be interested if something catches their eye.
Both approaches work, but they require different strategies. With search, you’re meeting people where they’re already looking. With discovery, your primary job is to stop the scroll with something compelling enough to earn attention.
Services Require Different Marketing
If you sell services rather than products, you need to market differently. Most marketing advice is product-focused, which doesn’t translate well to services.
Products have tangible features you can demonstrate. Services are invisible – you can’t show a screenshot of trust or a demo video of confidence being built.
The key is to sell the transformation, not the service itself. Show the contrast between your client’s life before and after working with you. Paint a clear picture of the pain they’re experiencing now and the relief your service provides.
I’ve built my career helping entrepreneurs understand these distinctions. When you get the strategy right first, the tactics become much more effective. Digital marketing isn’t complicated once you understand these fundamental principles.
The next time you feel overwhelmed by all the marketing options available, take a step back and revisit your strategy. Make sure you’ve defined your model, market, and message before worrying about media and machines. Your marketing will be more focused, more effective, and ultimately more profitable.
