With all the talk of the “digital detox”, perhaps we should be asking: is it possible to do
online marketing right?
You might be thinking that getting out of your pyjamas and into some cozy clothes is the
key to feeling fresh and inspired. You might even want to consider hiring some virtual assistants to
manicure your social media accounts and take care of routine tasks while you focus on
strategic planning and campaigning.
But is that really the case? Could some of the most brilliant minds in marketing still be
found working on social media, email marketing and even search engine optimization (SEO) from
behind their desks?
According to HubSpot Blogs research, nearly half (45%*) of online marketeers work from home. And
among these freelancers, 40% work for an affiliate marketing company, 16% work for a digital marketing agency,
and 11% work for a non-profit or a government agency.
If you’re still wondering if the “hibernation” trend will fade, consider this: many of the world’s most
influential businesses grew their audiences and established their brands through online
Here, we’ll explore how you can bring your digital marketing expertise to bear in the Golden State,
and how you may want to rethink your approach if you’re looking to expand your reach.
The Importance Of Working From Home
While working from home can be challenging, it also offers some distinct advantages. First, you don’t
have to clock in and out of a cubical farm. Second, you are free to set your own hours. Third, you can
work remotely from wherever you want, as long as you have a decent Internet connection.
If those are the kinds of perks that make working from home appealing, you may be wondering how
to go about making the most out of it. Here are a few tips:
Hiring And Training Your Digital Marketing Workforce
If you’re looking to bring your digital marketing expertise to bear in the Golden State, consider
hiring an in-house team or establishing partnerships with agencies and marketing firms that can
help you out. Having in-house expertise means you can get the benefits of a more coordinated
approach and cut through the red tape. Establishing a partnership with an agency or marketing firm
means that you can draw on their particular expertise and access their networks of contacts (both
human and digital).
When hiring additional staff, make sure to consider the following points:
Experienced Vs. Untried And True
While it’s great to be enthusiastic about the potential of a greenfield project, experience
counts for a lot, too. Even if you are starting a small business, it’s not wise to rush into hiring
unproven talent. Aside from the fact that you’ll probably have to train them anyway, inexperience
can bite you in the butt in the form of errors, missed opportunities and bad experiences
(especially in the beginning).
For example, if you’re looking for a web developer, it’s best to go for someone who has already
built websites for other businesses. This way, you’ll know that they have the ability to execute
your project and the knowledge to do it right. In this case, having a web developer with a proven
track record is preferable to an indie developer who has built a reputation for themselves through
freelancing or a webinar series (but have no experience in building a website from the ground up).
The Need For (And Benefits Of) Flexibility
Even for those who work remotely, flexibility is important and something to be sought after. One
of the major benefits of having additional staff is that you can adapt to changing needs. If someone
in your team is particularly skilled in copywriting, for instance, you can call on them to help
with PR and marketing material such as blog posts, websites, and social media.
If you’re looking to grow your business in this state, you may want to consider establishing
yourself as an employer of choice by establishing yourself as a “one-stop shop” for talent. This way,
if potential employees can’t find a job elsewhere, they’ll have no choice but to come to you. And
since you’ll have all the relevant knowledge on hand, you won’t have to worry about training them
to be effective salespeople or public relations professionals. Your staff won’t be restricted to
one area of expertise either; instead, you can tap into their varied skill sets to solve a variety of
One major benefit of working remotely is that you don’t have to pay for office space, electricity
or other costs that come with running a traditional marketing operation. Especially in smaller
businesses, these can become substantial amounts of expenditure. For example, if you’re doing
affiliate marketing and decide to rent a desk at an office space, you’ll have to pay for a
colleague’s half-day (at minimum) just to let them sit there.
As a remote worker, you don’t have to worry about whether or not you’ll have a place to sit, or
how you’ll get to and from work. Everything is taken care of through your device (typically a
computer or mobile phone). You’re not going to be caught dead in a cubical wasteland. And although
you may not have an office, you’ll certainly feel like you do.
Even if you have a virtual assistant that takes care of your social media accounts and
manages your campaigns for you, you may still want to consider other specific aspects of your
online marketing strategy. Here are a few considerations:
The Name Of Your Company
If you’re worried that your business may not be perceived as a safe or reliable employer because
you’re a small local business, establish yourself as a brand name in your industry. This way, you’ll
be able to leverage your reputation and the connections that come with it. If someone knows
and trusts you, they’ll be more likely to work for you.
One last thought on this topic, and we’d like to remind you why this is important: people don’t
like to do business with (or work for) companies that they perceive as dangerous or unreliable. Since
websites represent a concentrated pool of information, it’s easy for a person to find out a lot
about a company simply by visiting their website. In the event that they do decide to do
business with you, the last thing you want is for them to feel uneasy or unsafe.
Targeting The Right Audience
When you have a sizable audience (especially if you’re already ranking high in your niche), it’s
time to start thinking about who you’re going to target. First off, you want to make sure that
you’re reaching the right audience. The adage that everyone is a potential customer is absolutely
true, but you have to determine the right customers for your product or service. In some
cases, this may mean looking at specific demographics such as gender, age or location. For
others, it may mean focusing on a particular interest group within the target audience. These
groups may or may not be found within the same demographic.
For example, if you’re a car accessories company and your target audience is made up of people
who love to drive, you may want to create content that focuses on how to make their cars
When developing content, take the time to discover what your target audience wants and needs.
You can use tools like Google Analytics to easily find out the interests of your current customers
and potential customers. With this information, you can create targeted content that will be more
appealing to your audience, and therefore more likely to result in sales.
If you’re doing online marketing, particularly through websites, you’ll want to be focusing
on SEO. When a potential customer is searching for businesses like yours, you want to make sure that
your website appears in the top three search results.
To obtain top-notch SEO, you may want to hire an expert or freelance SEO to help boost your
ranking. Having a higher-ranking website means that your business will appear closer to the top of
search results when a customer is searching for a service or product that you provide. For a
small business, this could mean the difference between getting a single sale and doubling