How to Do Online Marketing

Just like many other industries, the online marketing industry is going through massive changes. Thanks to the internet and social media, customers have become empowered, engaging with brands and each other more frequently than ever before. This has resulted in a massive wave of digital nomads searching for the most efficient ways to achieve online marketing success.

The Evolving Role Of The Online Marketer

Traditional marketing roles like advertising agencies and in-house marketing departments continue to exist, but the way we consume content and engage with customers has changed. Today’s online marketer frequently works remotely, across multiple platforms, and in multiple locations and time-zones. In fact, according to HubSpot Blogs research, 66% of marketers said they work remotely at least some of the time. Additionally, nearly half — 46% — use multiple devices to get their work done, with laptops, tablets, and smartphones all being allowed.

This flexible working style makes sense for a remote marketer, providing them with the ability to work remotely when the weather suits them and to adjust their schedule to fit in with clients. It also means they can engage with potential customers when and where they want, quickly demonstrating the power of digital nomads in today’s always-on marketing world.

The Rise Of Digital Nomads

If we compare 2019 to 2018, we can see a massive shift in the way people are choosing to work and how businesses are operating. More and more consumers are finding the joy of working remotely, allowing them to balance work and life, and to continue to contribute to the success of other businesses while enjoying the freedom that comes with being your own boss. According to the Global Workplace Analytics and Engagement report, 66% of employees said they’d consider a remote job, with nearly a quarter (22%) already doing so. In fact, LinkedIn research cited the lack of in-house marketing expertise as the second most common reason why businesses are turning to contract marketers.

We’re seeing a similar trend within established brands. Forty-six percent of employees at Kellogg’s said they’d consider a remote position, compared to 29% at Pepsi and 23% at Hershey’s. Perhaps the most interesting stat comes from LinkedIn, with 44% of businesses saying they have no in-house marketing department and relying on outside agencies for their marketing campaigns. In fact, agency brands like Red Ventures and Havas Media alone accounted for 66% of all media and marketing buying in 2022.

The Impact Of The Online Nomad On Traditional Marketing

The rising popularity of remote working has a major impact on marketing as we know it. Thanks to the increasing use of online nomads, multichannel marketing — using both digital and physical tactics to reach customers — is more efficient and effective than ever before. More than half of marketers (52%) said they have increased their use of digital channels in the last year alone, resulting in a 3% decrease in the use of traditional marketing methods. However, email marketing still dominates, with 90% of marketers using the platform and 75% planning to increase their use in the near future.

The trend toward multichannel marketing is clear: 55% of marketers said they use digital channels for marketing, with 34% planning to increase their use in the next year. Traditional marketing, such as TV ads, radio spots, and billboards, remain essential, and nearly all marketers (98%) said they’ll continue using them in the foreseeable future.

How To Market Effectively In The Digital Nomad World

To succeed in today’s always-on marketing world, you need to develop a marketing strategy and plan, experimenting with different platforms, distributing your content across the web, and measuring the success of your digital marketing efforts.

Here are some of the best tips for marketing in the digital nomad world:

Consume The Right Content

You might be familiar with the expression ‘viral content’ and how it can sometimes spread like wildfire across social media. Well, content that’s entertaining, educational, or entertaining and educational — known as ‘funny, educational, or cheese content’ — tends to be the most effective. If you want to succeed in today’s competitive marketplace, build a brand for yourself that people want to get to know better. Create content that will keep them coming back for more.

Marketing Is A Team Effort

Just as in real life, it takes a village to raise a child or a business to succeed, so too with marketing. You’ll be surprised at how much more effective your marketing is when done as a team. Working with a partner or team of marketers can help you both gain a better understanding of your customers, providing additional benefits. In the Global Workplace Analytics and Engagement report, 59% of respondents said they work better in a team environment, while 50% like working with a partner. This trend shows no sign of slowing down, with 43% of employees at Virgin Enterprises saying they regularly work in a group.

If possible, develop a team of specialists, each working on a specific skill set. Having someone physically nearby, ready to provide support or feedback, is invaluable. It also helps when each team member has a specialty — someone might be trained in digital marketing, while another is a sales expert. Having specialists covering various areas means you can always find the best person or team for the job. It is highly unlikely that one person will be an expert in all areas of marketing, so having specialists for each area ensures you get the best possible results.

Find Your Niche

Having a clear idea of what you’ll be doing and who your target audience is before you start is essential. If you want to succeed in marketing, find a specialty and build your expertise in that area. The more you know, the more you can offer. If you don’t yet have a specialty, consider training in a field that you find interesting, enabling you to become an expert in that area. It’s never easy to find your niche, but with the internet, it’s never been easier.

Determine The Best Platforms

Traditional platforms like TV ads and radio spots remain essential, with 66% of marketers saying they’ll continue using them in the near future. However, with the proliferation of online platforms and channels — like social media, Google Ads, Amazon Ads, and web analytics — it’s never been easier for businesses to target consumers through digital channels. In the Global Workplace Analytics and Engagement report, nearly a third (30%) of respondents said they use digital channels for marketing, with 22% planning to increase their use in the next year.

Find the perfect balance between digital and physical channels, experimenting with different platforms and modes of engagement until you find one that suits your business.

Distribute Your Content

Building a following on social media is highly beneficial, with 55% of marketers having a presence on at least one platform, with 32% planning to have a presence on multiple platforms. The platforms themselves are changing, with businesses moving away from simply having a social media account and toward creating content specifically for different platforms. The more you engage with your audience, the more you’ll be able to grow.

Your first step in gaining additional followers and engaging with customers is to create content that will encourage others to engage with you. Create content that’s been specifically designed to attract and retain a particular audience, using a combination of tactics, including videos, infographics, and blogs. Make sure you’re distributing content to as many platforms as possible, with a focus on growing your presence on social media.

Measure The Effectiveness Of Your Marketing

Finally, we come to the most important part of any marketing plan: measuring the effectiveness of your efforts. Without proper measurement, it’s impossible to know whether your efforts are paying off or whether you should increase or decrease your efforts. It’s important to measure several different things, including: