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Delfina Lazzaro on Strategies for Online Visibility and Engagement


Delfina Lazzaro, Co-Founder and Director of Koffie Agency, a Marketing and Communication agency with top-brand clients worldwide.


Can you share a bit about your business and how it has embraced the digital landscape for growth and visibility?

Koffie Agency was built in 2020, during the pandemic, so being creative to promote and highlight our work was a MUST. During this time, when all businesses needed to focus their strength on digital marketing to keep market share and sell, we saw an opportunity for growth and went for it.


What specific strategies have you employed to enhance your online presence and engage with your target audience?

The most important strategy is to keep up to date with what is going on and what people are consuming but at the same time be original and practical. We generate content for some of the most exclusive brands in the world but we aim to think out of the box - how can we maximize this product? how can we get the audience's attention with a new video?


Can you provide an example of a digital campaign or initiative that significantly boosted your business’s visibility or customer engagement?

Last year, next to Faena Hotels, we were featured in Forbes Travel Guide with short yet breathtaking videos about the property and its features. Soon after Faena was granted the "Most Instagrammable Hotel of the Year". Certainly, a big title and recognition when having a big competition worldwide.


The digital world is constantly evolving. What challenges have you faced in maintaining an active and effective online presence, and how have you overcome them?

The worst decision is to try to be something that the brand is not. Everything that happens in social and the digital world is not for you or your brand - and that is ok! Embrace your brand's personality, build it, and go from there. There was a moment when we were desperate to keep up with all social outlets: Instagram, TikTok, etc. until we realized it was better to focus on those who meant something to us and target our main audience.


What tools or platforms have you found most effective for building your online presence and engaging with your audience?

Social Media is a big tool nowadays to interact, engage and establish a relationship with your audience.


How do you measure the success of your digital strategies, and what key performance indicators do you focus on?

Mainly views, clicks and shares.


The digital landscape is always changing. How do you stay up-to-date with the latest trends and technologies, and how do you decide which ones to adopt?

As I mentioned before, the secret is in defining what represents your business or brand and maintaining a strategy. Not everything will suit you and you should be ok with that. The secret is to do your best with what you have. I always tell clients that is worse to have a Social Media or platform "abandoned" because you don't have time to update it than not to have it. Choose one and stick to it!


What advice would you give to businesses that are just starting to establish their online presence and engage with customers digitally?

Mainly my recommendation is not to take the digital presence for granted - people tend to believe they can do everything on their business or that everything is easy and, trust me, it is not. So I would strongly suggest hiring an agency that will help you brainstorm, design, and push your social presence where the brand needs to go and create engaging material that your audience will want to see!






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