How resisting change can negatively impact your marketing efforts (and why it’s not so scary)

It’s not uncommon for us to encounter clients that hesitate to make website changes. This is an understandable reaction; changing your company’s website often requires learning new things and moving outside of your comfort zone. However, technology is constantly changing, and to succeed online means changing right along with it. Resistance to change, whether it be on your website or in your online strategy, can have a negative impact on the effectiveness of your marketing efforts.

In this article, we’ll take a look at some of the common issues that arise when change is resisted, as well as how they can be avoided.

Issue #1: Marketing strategy doesn’t reflect current goals

As your business grows, your goals and audience needs are likely to change as well. If you don’t update your website or marketing strategy to accommodate those changes, they’ll no longer be as effective. Instead, your digital marketing efforts should be adapted to any changes in your business.

How to change

Assess your marketing goals regularly, and update them to reflect any changes within your business or your audience. We suggest quarterly and a large review each year, at minimum.

Issue #2: Website design is outdated

A website that adheres to current design standards is generally a more successful website. However, web design trends and capabilities change frequently, which means you should be consistently improving the look of your website. Otherwise, it can quickly become outdated and deter users.

How to change

Understand that web design standards change frequently, and users respond best to a modern design. Evaluate the design of your website every so often and consult with your marketing team to identify improvements and redesign your website when needed. If you are consistent in making small design changes as needed, a full redesign is typically needed less often.

Also, consider your business type—if your brand or creative skill is a large component of your business, you need to let that creativity shine through on your website and take this advice more seriously. Also if you are trying to improve your brand, whether it is bad customer service or other previous issues that need to be rectified, a new website with modern and inviting styles can say a lot of the where the company is headed.

Issue #3: Tools and editing capabilities are outdated

Not only can the visual design of a website become quickly outdated, but so can the back-end programming or functions. The technology used to build your website also needs to be updated to improve performance and user experience. If your tools aren’t changing, you likely won’t be able to keep your website up-to-date with current standards.

How to change

Updated and improve your tools as needed in order to keep your website running smoothly. Have your technical team remove outdated plugins, clean out old or unused files, or upgrade your content management system on a regular basis.

For example, the TBH Creative content management system is regularly upgraded with new features based on the needs of our clients. Also, coding techniques have radically changed and continue to evolve for responsive coding on small handheld devices.

Issue #4: Website doesn’t cater to new technologies

Typically, when a new technology becomes popularized, users begin to expect it on every site they visit. If you ignore new technologies and don’t adapt accordingly, you could lose both current and potential customers. For example, due to the increase in mobile web usage in recent years, a mobile-friendly website has become a necessity.

How to change

Be aware of new trends and technologies that impact your target audience. Don’t be afraid to try something new that could potentially reach a wider audience. Always remember that your website is your brand and the sales-person for your company 24/7.

Issue #5: Marketing strategy doesn’t include new methods

There are changes in digital marketing methods and tools all the time, such as new social media websites or a change in email marketing best practices. While not all new trends are worth pursuing or will add value to your business, it’s beneficial to be aware of your options and not be resistant to trying out something new.

How to change

Trust your marketing team to stay on top of new trends and tools and update your online strategy accordingly. Be willing to spend the time, resources, and money to try a new channel of marketing that has potential to better engage your audience.