Beyond your logo: Why you should consider a digital strategy

If you want to gain visibility online and be known as more than just “Oh, I’ve seen that logo before,” here are some tips for a digital strategy, as discussed by Saadiah Freeman of Kasina at this year’s MFEA conference in NYC.

An online strategy should be married to your marketing plan. This means they need similar goals and a cohesive aesthetic. Content needs to be easy to share, whether it’s a shortcut button to email your whitepaper to a friend or to share it on Facebook. The more contagious your content is, the more eyes that will see it.

Kasina also had a few tips on what not to do, including requiring passwords to use your site. Often times, people forget their passwords and are frustrated by websites that require them—this can turn people away. Instead, simply require an e-mail address since this is much harder to forget.

Another tip is to ask for basic information as this will enable you to tailor your content to the customer. Many cosmetic websites do this, asking for customers’ eye color or skin type to offer them specific products. Freeman suggests requesting this information through a gaming format or proactive chat box. A word to the wise—if you opt for the chat box, make sure you get the timing right, for a poorly timed pop up chat will frustrate potential clients.

A digital strategy is no longer considered adjunct. Online components should no longer be pushed to the bottom of your agenda. More and more people are turning to the web to engage with companies; it’s easy and can be done from multiple platforms thanks to the era of smart phones and tablets. It’s a way to build brands with unknown advisors and make them consider you—a digital strategy can be instrumental in turning prospects into customers.

by Katie Bird