Embracing change in your marketing
How many of us like to stick with the comfort of the familiar?
Whether it’s a friendship that’s run its course, an unexciting gym class you keep attending because you know what to expect from it, or the repair shop you keep using just because it’s close to home, we’re all familiar with the easy route.
And so it is with marketing.
Most people are willing to stay the course rather than take a risk and initiate a transition that could potentially change the outcome of a project, and possibly, the future of the whole organization. They’re willing to stick with the same old familiar strategies, even though they’re simply not as effective as they used to be, or as you hoped they’d be.
We get it: not everyone likes or wants change.
Not everyone is comfortable taking a risk on something new, no matter how enticing the promised results.
That’s why our goal is to ensure the strategies and tactics we implement provide the kind of impact that positively transforms the way you view marketing.
It’s also why we’re incredibly careful when it comes to the metrics we choose.
Like all marketers, we’ll look at leads and conversions. But we will delve much deeper too. We’ll develop milestones that are unique to your business; we’ll evaluate KPIs and identify metrics that will indicate not only if your strategy is delivering results but whether it’s actually transforming your business.
Supporting transformation from the inside.
Why is this so important? Because when people see tangible results, it gives them the confidence to edge out of their comfort zones. In fact, this is an essential part of the process: creating an environment that embraces risk, that encourages transformation, and that welcomes change, is vital.
And there are several ways you can facilitate this as you begin to implement your new approach to marketing:
Communicate clearly — and often. If the people in your organization are aware of the wider goal, and why proposed strategies are such an important part of the process, they’ll be more likely to accept the changes.
Be sure to implement design-thinking or innovation brainstorms where you nail down strategies by focusing on the end result you’re all striving for.
Too much change, in too short a space of time can be overwhelming. Try to avoid having too many big projects or “big ideas” at once. Instead, focus initially on a core set of projects that will have a significant impact. These successes will allow people to feel more comfortable with transformation and eventually encourage them to accept further change.
Think of your effort as a transformation project not solely a change management project. Transformation allows you to focus on the outcome more than the process. And remember, with any transformation project, there will be up and downs. Focusing on the outcome will help keep people aligned and motivated to smooth out the bumps.
We’d love to assure you that change is always easy — but it isn’t, and there will always be the odd bump in the road to contend with. However, by encouraging everyone involved to focus on the big picture, to get clarity on both the desired outcome and the steps needed to get there, we can begin to foster a “change mentality” within your organization. And when you, your team, and your organization are able to embrace change, to accept risk, and to strive for transformation, progress and innovation are rarely far behind.
If you’re ready to shrug off the comfort of the familiar and embrace progress, innovation, and change in your business, we’d love to support your transformation. Contact us now to request a free marketing proposal and we’ll take it from there.