i + D - July/August 2020 - 21

She advises, "Make sure you optimize your website for search.
Create crosstalk throughout your marketing platforms. This is
also a fantastic time to invest in your social media marketing
strategy. Know which social channels you want to invest in, and
create a content calendar."
When it comes to messaging, start by asking simple questions,
Williams says. "Drill down into what's the problem to solve and
market-and then market some more," she emphasizes. "Market
when you don't think you have to." Too many designers in the
midst of the pandemic think pulling back and easing up is a
smart strategy, she says. "Wrong!" she stresses. "Keep your message
out there."
Sales cycles can be three to six months ahead of an initial contact,
Williams adds, and the lack of immediate results from pitches
doesn't mean much. "What I'm witnessing is that the ones who
kept their foot on the gas are slammed with work," she offers.
Social media advertising is one of the critical methods of letting
people know who, what, and where you are, Kalra says. "Google
AdWords is a great way to stay top-of-mind for any possible
clients looking to hire you," she notes.

"Drill down into what's the
problem to solve and market-
and then market some more."
-MICHELE WILLIAMS,
SCARLET THREAD CONSULTING

Social and Society
A killer pandemic stalks the globe. Record unemployment.
Businesses shuttered and financial anguish. Millions in the streets
protesting for justice and equality. During a time when history is
happening in real time, social awareness in messaging can boost a
company. Or, it just as easily can come off as obnoxious pandering,
the consultants say.
"It's a hard one," Williams says about striking the right tone.
"Messaging should be clear, kind, always drawing people in-
especially now. You must find a way to continue brand messaging
and show awareness. I've learned that every word carries
weight. Question everything you send out. And, if you make
a mistake, apologize."
Kalra believes in not being afraid and always being open. "Engage,
engage, engage," she encourages. "Continue to create high-quality
content, and engage with others. Social media is not just about
sharing content; it is also about engaging with the content others
are posting."
i+D - July/August 2020

378_022_i+D-July_August_v1.indd 21

20-07-28 16:10


http://asid.org/lib24watch/files/pdf/9567 http://quotes-hanover.coverwallet.com/?agencyid=2020 http://www.hanover.com

i + D - July/August 2020

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Contents
i + D - July/August 2020 - Cover1
i + D - July/August 2020 - Cover2
i + D - July/August 2020 - 3
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i + D - July/August 2020 - Contents
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