Episode 57: Why This Single Word is Everything in Digital Marketing

The Start Tiny Show with Allie Bjerk

Why Context is the Secret Sauce in Digital Marketing, Coaching, and Selling Digital Products

What’s 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—from marketing campaigns to sales, even how I talk to people. And it all boils down to one word: context.

You’ve probably heard me say it before—because I say it a lot. But once I break it down, you'll see why it’s 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’s everything. It’s not just what you’re saying, but when, where, and who you’re saying it to. Context is why some marketing campaigns take off and others fall flat.

For example, if you’re a coach selling a tiny offer like “Ditch the Diet” to someone recovering from a health scare—where strict dietary rules were necessary—that message could come off as super insensitive. But if you’re pitching it to someone who’s tired of diet culture, it’s going to hit just right. That’s 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’t really noticed before. She said, “Allie, everything you do comes back to context.” And I realized, yeah, it totally does. I ask for the context on pretty much everything—sales questions, marketing strategies, you name it. Why? Because without understanding the context, you’re just guessing.

It’s the same with your digital marketing. If you’re not taking into account where your audience is right now—what’s going on in their lives or their business—you’re 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’t match the context of where your audience is, it’s not going to connect.

For instance, let’s say you’re coaching beginners who are still trying to figure out what they want to sell. Pushing them toward advanced strategies like tiny offers isn’t going to work. They need to know what they’re passionate about, what they’re good at, and how to turn that into something they can sell before they’re ready for that next step.

That’s why I created my free course, "Sell What You Know"—to help people who are still figuring out what they want to do. Because here’s the thing: without context, even the best strategies don’t 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’t resonate.

Take this for example—if you’re launching a $27 tiny offer to a high-level business owner who’s running a multimillion-dollar company, it’s probably not going to land. That’s because the context is wrong. Someone at that level isn’t looking for plug-and-play templates—they need strategy, they need someone who understands their bigger picture. They don’t want to waste time, they want results.

On the flip side, if you’re 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’re talking to.

Timing, Platform, and Mindset: The Big Three of Context

There are three key things to consider when you’re thinking about context in your marketing: timing, platform, and audience mindset.

1. Timing: Get it Right

Timing is everything. If you’re selling a productivity course in December when people are in holiday mode, it’s going to flop. But if you launch that same course in January when everyone’s setting goals? It’s 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’ve 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’re At

You’ve got to understand what’s going on in your audience’s heads. Are they feeling overwhelmed? Stuck? Ready to take on the world? Your messaging needs to match their mindset.

If you’re talking to someone who’s just getting started, they need encouragement and support. But if you’re speaking to someone who’s running a six-figure business, they need strategic insights and next-level tactics.

Real-Life Marketing Missteps: When Context Goes Wrong

Context isn’t just theoretical. It’s super easy to get it wrong, even for big brands. Remember Peloton’s 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’s stock price took a nosedive.

Then there was Burger King’s tweet that said, “Women belong in the kitchen.” Yeah, they meant to highlight women in leadership roles in the restaurant industry, but the context was totally off, and people weren’t 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’s how you can start applying it in your business:

1. Know Your Audience’s 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.
2. Adjust for Timing: Align your launches with what’s happening in your audience’s world. If people are focused on goal setting in January, that’s the time to launch your productivity or business coaching offers.
3. 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’s the context here? Who am I talking to? What’s their mindset? What’s happening in their world?

Context is the secret sauce that makes your marketing messages land the way you want them to. Whether you’re growing your personal brand, selling digital products, or coaching clients, understanding the environment, the timing, and the mindset of your audience is what’s going to make your message resonate.

So, next time you’re working on a campaign or launching a product, don’t just think about the what—think about the context. That’s where the magic happens.