How to Grow Your Business and Market Online: An Overview of the Best Online Marketing Strategies

The Covid-19 pandemic shook the entire world and laid bare many of its insecurities. One of the most prominent examples was the rise of the short-lived Tea Party. Formed in reaction to the Obama presidency, the Tea Party wave quickly crested, bringing with it a radical change in the political landscape. Before the pandemic, there had been little to no indication that Americans were interested in politics outside of the traditionally safe confines of the two-party system. In a matter of months, however, Donald Trump became the President of the United States, ushering in a new political era.

The Trump administration’s response to the pandemic was, in many ways, characteristic of its approach to governance in general. Rather than seeking to solve the problem from the standpoint of science or education, Trump opted for populist solutions and, as a result, promoted the use of vitamin C and zinc supplementation as a means to prevent or mitigate the effects of the coronavirus. This is, in many respects, the reason why many viewed his administration as being in the same mould as the early 1960s folk hero and right-wing radio host Joe McCarthy, who launched a similar “witch hunt” during the Cold War. That the 2020s should be dubbed “The Decade of Trumpism” is, in many ways, a reflection of how this administration dominated pop culture in the years that followed.

The Rise of Social Media

The rise of the short-lived Tea Party and Trump’s victory were, in part, a reaction to the perceived elitism of mainstream media. The post-9/11 world saw a dramatic shift as traditional media companies were forced to adapt to the new landscape. The early social media platforms, like Twitter and Facebook, were, in many ways, an extension of this trend.

While traditional media had focused on the spectacle of global conflict and political upheaval, social media began to offer an opportunity for average people to engage with the news of the day in a more personal sense. Facebook and Twitter provided a forum for all sides of the political spectrum to engage with like-minded individuals and to create and share content that reflected their political viewpoints. Social media allowed for a more authentic form of news communication. Moreover, being online made it much easier for people to follow current events as they happened or to catch up on the news at any time. As a result, the number of online news consumers increased by 73% between 2009 and 2011.

The Rise of Online Marketing

Before the pandemic, savvy business owners were already using the internet to their advantage. According to HubSpot Blogs research, only 14% of businesses surveyed used online marketing as a primary form of marketing, while another 23% used it as a supplement to other forms of marketing. The remaining 63% were using it as a means of enhancing their customer experience through digital tools and platforms.

The pandemic presented a business owners’ dream scenario. There were fewer consumers in the vicinity, limited shelf space in physical retailers, and a digital nomad workforce that was more accessible. The combination of these factors created the perfect environment for online marketing.

E-commerce marketing, or online marketing to attract customers to make a purchase, grew by 23% year over year between March 2020 and March 2021. In the first quarter of 2021 alone, e-commerce marketing expenditures were worth almost $16 billion and are projected to reach $25.9 billion by the end of 2021.

The Appeal of Online Marketing

Besides being a great tool for disseminating information, the internet serves as a valuable learning tool. Moreover, businesses that offer in-house training and educational material can position themselves as the go-to source for potential hires and existing employees. In fact, 66% of employers have used the internet to research candidates’ skills and experience before making a hiring decision, according to a recent survey.

Many businesses, especially those in the B2B space, have embraced the role of thought leader and have offered exceptional online marketing strategies that could be used to grow a business or a market. Here are some of the best.

Video Content Is On The Rise

While websites and blogs are still very much a part of the online landscape, video content is quickly supplanting them. According to HubSpot Blogs research, video is the most popular type of content among 18- to 24-year-olds, closely followed by photos.

The appeal of video content for young people is readily apparent. It’s easy to use, easy to consume, and allows for greater interactivity from the viewer. Moreover, videos can often be used to demonstrate a product’s features or to explain how it works. This type of content is great for encouraging repeat visits and encouraging word of mouth marketing.

The video content that’s being produced today is excellent too. Between YouTube creators, brands, and a seemingly endless supply of freelance cinematographers and video editors, anyone can create professional-looking video content with a cell phone camera. In fact, some might even say that the video content produced today is among the best available, anywhere, anytime.

Product Demonstrations On Demand

One of the most effective online marketing strategies that businesses can adopt in the wake of the pandemic is to offer product demonstrations. According to HubSpot Blogs research, 76% of consumers have watched a product demonstration, often referred to as “in production,” in the past.

Product demonstrations allow viewers to see how a product or service works in practice. They can test it out for themselves or provide helpful tips on how to use it effectively. Additionally, consumers can get a sense of the quality of the product or service by actually seeing it in use. Moreover, product demonstrations can sometimes prove to be more effective than commercials because the public usually tunes into those broadcasted during commercial breaks anyway.

The rise of online marketing has presented a dream scenario for business owners. Not only does it provide them with a potential audience of millions, but it also gives them the ability to showcase their products and services to customers wherever they might be.