I am really looking at this topic very closely. It is a game-changer in many ways and I feel it is one of the areas I have taken for granted in the past.
Some areas I am looking at with respect to digital deliverables:
Company Logo – How can I connect our company logo with value for the client? I am trying to tie digital content in the form of words and images with respect to our company name. It is not enough to have a logo. It is more about “providing value” and being recognized by people for this type of action. One of the ways I have found success in this area is by providing straight-forward instructions for clients and providing this information up front to help clients become comfortable in executing business with our company.
Company Website – A few years ago, it was about links and content and more content on our sites. Now, with the move to mobile those rules have changed. It is about simple sites, with fewer clicks and simple processes for clients to access. This is a hard area to attack, but it must be a focus for every company. Many companies have gone to the extreme and have put up a single home page. To me that is no different than an ad in the yellow pages. Your site must be simple and actionable. Amazon.com is the best example of this process.
Communication – Give people the information they need in a presentable format. Think of the local, evening news. Most of the news is contained in the first 10 minutes. It is presented in an entertaining manner. In addition, reports, brochures, email messages must be looked at closely to identify areas that need to be improved and enhanced.
Client Service/Sales Team– It is always a good idea to be on the same page and provide a consistent answer to client questions. These two groups need to come together and act more as one department. Both areas have their focus, but the closer the two areas are to each other the easier it is to promote more sales backed by great service.
Employee Actions – Today, companies are judged top to bottom by the people who are employed at their respective companies. Personal appearance, hygiene, dress and activities outside of work are under the microscope. Social media has amplified this information and it is critical for companies to continually evaluate their talent and make sure their company is being represented in a manner consistent with the company brand.
Is your company looking at these digital deliverables? A lot of return can be achieved by focusing on these particular areas. The first step is to identify the digital deliverables that need attention and to develop a plan to improve the overall visibility of these items. We all have our work cut out for us in this area. The time to act is now.
Picture Source: GraphicStock