The Importance of Digital Strategy

Every aspect of life has a strategy attached to it. Regardless of the task, when deciding to accomplish something, we come up with a plan. Sales calls are broken down in the car on the way to the meeting, videos are storyboarded, websites are mapped, movie scripts have a treatment, novels an outline. Most people practice pickup lines in the mirror before trying to get a date. Knowing this, why do so many companies operate digital marketing campaigns without a strategy?

A digital strategy is a blueprint for an organization’s digital real estate. Anywhere a company is represented in the digital space, whether its in video, graphic design, web design, or any other form, even just your logo appearing on a webpage, it must be part of an overall plan. Because of the fast paced nature of digital media, many companies simply execute random aspects of a digital strategy without an objective in mind. This is akin to performing surgery without a diagnosis.

Of course, so much of this digital realm is brand new, and it is completely understandable that many companies have lagged behind. The explosive growth of social media, mobile technology, and the internet itself has resulted in a constantly changing landscape. Marketing strategies have gone from print advertising, television and radio spots, and other forms of static media to text based fundraising campaigns, dedicated YouTube channels, Facebook and Twitter strategies, mobile app development and hundreds of other digital marketing opportunities.

Companies have added these new marketing techniques piecemeal, as their popularity has grown. It started with a web presence, expanded into social media accounts, including an explosion of video marketing on YouTube and Vimeo style sites, and progressed on to mobile apps so people can carry your marketing around in their pockets. By starting with the how, and not focusing on the why, an enormous amount of capital and energy is expended on utilizing tools with no end game in site.

All digital marketing must begin and end with a goal. What is the purpose of these tactics? What do I want my website, social media accounts, and online advertising to do for me? Am I educating consumers? Driving sales? Raising awareness? Publicizing a portfolio of work? No matter what the goal is, the strategy must be built around it.

Once we have a purpose, the digital strategy can begin to take shape. Instead of having a website and then adding a Facebook page two years later and a new marketing video five years later, take a look at the full spectrum of your digital presence. Ensure that your website is optimized to integrate social media and video. Use social media, blogs, video pages, and other sites to create strong back linking and link sharing relationships, to drive your site’s visibility and SEO. If you’re looking for qualified sales leads, drive traffic to your site and have a clear call to action on the front page, encouraging potential customers to become actual customers. The tactics are limitless, the methods incredibly varied, but none of them will work without solid architecture to build on.

The ever changing world of digital media is at once a scary and beautiful place. There are so many opportunities and different ways to engage and interact with people, it can seem overwhelming. However with the proper strategy in place, harnessing these tools and using them to our advantage is not only easy, but an incredibly effective way to drive businesses and organizations forward.

Importance of Rideshare Insurance

The rideshare industry is growing and just keeps expanding. This means that in theory, the demand for rideshare insurance should be growing, too. But, that is not the case, in fact, about 90% of drivers that are a part of Uber or Lyft do not have rideshare insurance.

Why is this a big deal? Well, rideshare and insurance companies see a few different phases of rideshare. They are as follows:

Period 0: Your app is offline and you are covered by personal auto insurance

Period 1: Your app is online, waiting for requests. Your personal auto insurance does not cover you at this time, nor does the insurance bought via rideshare company.

Period 2: You have received a request and if you have insurance through Uber and Lyft, you are now covered.

Period 3: You are now carrying passengers and you are covered by the rideshare companies’ policy.

So, as you can see there is a gap where you would not be covered. If an accident occurs during Period 1 you could get stuck paying for 100% of the damages. But, that is not the only reason you should highly consider obtaining rideshare insurance.

Without rideshare insurance, you run the risk of having your insurer drop your personal auto insurance coverage. Reason being, is that you must specify that you are using your car to make money because it is not covered under traditional auto insurance. After you are dropped, your premium will significantly increase since you are now considered high risk.

Another possible obstacle is that not all states offer rideshare insurance yet. The prices also vary from state to state and company to company so be sure to receive about three rideshare insurance quotes to ensure the best deal for your needs.

However, the good news is that there are many options to ensure that you are appropriately covered. You need a policy in some form since you are technically using your vehicle for commercial use since you are making money from driving. So, that being said, if your state does not offer rideshare insurance or if it is a better fit, you can opt for commercial auto insurance.

There is also an option to purchase Period 1 coverage to close the gap of the insurance you may already have directly from Uber or Lyft. Some insurance companies even offer an agreement where they will not drop you as long as you disclose that you are a rideshare driver. The only catch is that they will not cover you while your app is online, so experts recommend that you only use this option if you do not move around a lot while waiting for requests and if you have insurance from the rideshare company. Also, be sure to double check with your insurance provider that this is the case to avoid a situation where they would drop you, at all costs.

Ultimately, it comes down to a few things one of which being your state’s law. As states have laws on personal auto insurance, many are adding laws regarding rideshare insurance as well and the minimum coverage you need. This should be a prime motivating factor. Additionally, you should consider how you plan to handle an accident of any scale during Period 1 of a driving session. As previously mentioned, it could easily wipe out your bank account without careful consideration.

Therefore, as a rideshare driver or if you are planning to become one it is crucial to seek out rideshare insurance. Even though your premium may increase slightly, it is affordable, especially relatively to having to pay for all of the damages of an accident. Additionally, many insurance companies allow you to add on to an existing auto insurance policy instead of issuing an entire new one which is extremely beneficial to you as a customer. So, overall it is not only vital, but also well worth it to have rideshare insurance.