Digital Marketing Expert at NUVEWSupport of companies in expanding their online presence through individual website design and development as well as SEO.
Will Rogers reportedly wrote, “Even if you are on the right track, if you just sit there you will be run over.” While this feeling could apply to most things in life, it seems especially relevant in the ever-changing world of digital marketing.
Sometimes we shift our focus as new technologies become available or take hold, e.g. For example, reallocating ad spend from one social platform to another when your target audience migrates too. In other cases, changes are forced upon us with little say in the matter, e.g. B. adapting your data collection to the evolving online data protection laws.
Learning to adapt is an important skill for marketers and necessary to keep your brand relevant. Unfortunately, the customers we serve don’t always see change the way we do. People tend to be Resistant to change. How do you get customers to trust your strategy when it changes? Here are some tips on how to build and maintain trust if your approach to marketing changes.
Help customers adapt
Sometimes you can see that a change is best for your customer, but they don’t share your point of view. In other scenarios, change is not an option, it is a necessity. Either way, the key to getting your customer on board is turning their fear into excitement. Adjust the change in terms of benefit to the customer and help them see the shift as an opportunity.
If a change entails costs for the customer, you should be transparent about it. Try to limit excessive upselling to build trust with your customers so they’ll be more likely to listen when you make recommendations.
Toe The Line if necessary
Knowing when to update your strategy can be just as important as knowing when to stick to the plan. Sometimes a customer discovers a trending new tactic or platform that wants you to implement the latest “growth hack” right away, based on unrealistic promises of unachievable results. Don’t be afraid to defend your approach and politely push back if necessary. Help your client understand the risks and figure out why this opportunity or idea is too good to be true.
Be confident in your strategy, but don’t be rigid. Look for ways to incorporate the customer’s ideas or make changes based on their feedback. Even if you disagree with a proposal, you will find a compromise instead of rejecting it across the board. Remember that the final product represents both your company and your customers who need to feel their opinion is heard.
Show your work
Has a math teacher ever told you that having the correct answer is not enough, but that you have to show your work too? Proving the value of digital marketing services is a bit of the same path, especially in times of transition. Explaining a seasonal drop in search volume or the impact of an algorithm update on multiple websites in the same industry can go a long way in reassuring your customers. Excessive uncertainty is a common cause of resistance to change, and sometimes a client just needs more data to be comfortable with a new approach. Avoid too much marketing and focus on quantifiable results.
Put yourself in the customer’s shoes
Knowing that a change will have a positive effect on us doesn’t always make that change easier. High impact updates tend to have a significant learning curve as well. Remember to investigate the situation from your client’s perspective. Think how their day-to-day operations would affect if, for example, a new campaign encourages users to call the company instead of email, resulting in more leads overall but keeping employees busy in unexpected ways. Find ways to help the customer address the vulnerabilities and, where possible, provide support and guidance.
Be an ally of your customer
How well your client perceives change ultimately depends a lot on the strength of your relationship and how much confidence they have in your ability to be an advocate for their business. Work proactively to build trust and partner with your client so that during difficult change, you have the mutual respect and understanding necessary for a smooth transition.