Business

Overcoming challenges is part of the success

Published

3 years ago

November 14, 2022

Theresa Forster, a social media influencer and model from Germany, is living out her dream, but she is the first to acknowledge that challenges must be overcome in order to succeed.

Accepting that certain people are too judgmental of those in her profession was one of the obstacles she claimed she had to learn to overcome: “People should stop criticizing every single thing we do and learn to let us live life the way we want,” she said. “We are simply human beings with feelings.” According to Forster, it is often difficult to be constantly examined by the public and to not feel like a target all the time. “Having to constantly defend ourselves is very exhausting.”, she said.

She noticed that she had learnt to move past her regrets regarding her career: “I should have started earlier. I always followed the advice of those around me when I first started out, and they made fun of me. Even my parents did.”, she affirmed. “They just didn’t take me seriously, so it took me a lot of time to get things moving. But from the day I started, I became successful very fast.” Attempting to change people’s perceptions about those in her industry, has been another issue for her. Some people behave this way because they think her work field is easy.
“It is not all about snapping pictures, receiving gifts, and looking pretty. If you want to succeed in this profession, there is much more to do.”, she remarked.

“Generally, clients pay us based on the number of views and reach we generate, so we need to get those figures every day. That is difficult and can put a lot of pressure on you.”, she said that in addition to the daily competition influencers face, it is a constant challenge to add value to the lives of her followers. Otherwise, she warned: “People would get tired of you and soon forget about you. This work therefore comes with a lot of psychological pressure.” Like everyone else, influencers experience periods of excitement and interest in daily life that eventually fade. In other words, great stuff doesn’t necessarily come along every day but however, Forster points out that it is her job to sometimes create something out of nothing.

“It is completely normal to move through life phases and their ups and downs. Sometimes you need some time to rest, and you just feel like lying in bed or sometimes you just don’t feel well, but there cannot be any days off if Instagram is your primary source of income and you take it seriously. You push yourself in order to move forward.”

In her opinion these are the reasons many influencers turn to fake drama and telling lies to produce engaging content. However, she discovered more truthful and creative ways to get her content out there: “For some in this industry, fake publicity is better than no publicity. But not for me. If you want to remain successful in this game, you have to think in the long term. And that doesn ́t mean to cause drama every day but creating content which adds true value to people’s lives” she said.

Business

The Key Components of a Successful Digital Marketing Strategy

Published

1 day ago

November 16, 2025

Matthew Wiles

In today’s hyper-connected world, a well-defined digital marketing strategy is essential for any business that wants to grow, build brand trust, and stay competitive. Whether you’re a local retailer, an eCommerce business, or a professional service provider, your online presence plays a major role in shaping how your audience perceives you. For example, industries like legal services are increasingly recognising the benefits of specialised digital marketing for law firms to attract and engage clients in an increasingly digital marketplace.

Below, we explore the key components that make up a successful digital marketing strategy—and how to align them with your business goals.

Clear Objectives and Measurable Goals

Every effective strategy begins with a clear understanding of what success looks like. Your goals might include increasing website traffic, generating leads, improving search engine visibility, or enhancing customer retention. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives helps ensure that each marketing activity contributes to tangible outcomes.

A Strong Brand Identity

Your digital marketing efforts should reflect a cohesive brand identity that resonates across every channel—your website, social media, email campaigns, and online ads. Consistent visual design, tone of voice, and messaging establish credibility and make your business instantly recognisable.

Search Engine Optimisation (SEO)

SEO remains the backbone of digital visibility. From on-page content optimisation and keyword targeting to technical site health and link-building, SEO ensures your business appears where customers are actively searching. Local SEO, in particular, helps businesses connect with audiences in specific geographic areas—an essential tactic for professionals and service-based businesses.

Engaging Content Marketing

High-quality, relevant content builds authority and nurtures relationships. Blogs, videos, infographics, podcasts, and whitepapers provide opportunities to educate, entertain, and inspire your audience. Great content not only boosts SEO performance but also establishes your brand as a trusted industry leader.

Social Media Engagement

Social platforms allow you to interact directly with your audience, showcase brand personality, and promote your services. The key is to use the right platform for your audience—LinkedIn for B2B engagement, Instagram for visual storytelling, or Facebook for community connection. Regular posting, active engagement, and data analysis are crucial for success.

Paid Advertising (PPC and Social Ads)

Paid campaigns can provide immediate visibility and lead generation, especially when combined with strong targeting and data insights. Tools like Google Ads and Meta Ads Manager allow you to reach specific demographics, remarket to previous visitors, and maximise ROI through ongoing optimisation.

Email Marketing and Automation

Email remains one of the most effective tools for nurturing relationships. Automated workflows can deliver personalised experiences, keeping leads engaged throughout the buyer journey. From newsletters to drip campaigns, consistent and value-driven communication is key.

Data Analytics and Continuous Optimisation

No digital marketing strategy is complete without performance tracking. Tools like Google Analytics, social insights, and CRM data reveal what’s working—and what’s not. Regularly reviewing metrics enables businesses to refine their strategy and continually improve results.

Final Thoughts

A successful digital marketing strategy is more than a checklist—it’s an evolving framework built on research, creativity, and constant learning. When each component works together seamlessly, your business can attract, engage, and convert customers more effectively, while maintaining a powerful and professional online presence.