As you attempt to move your business forward, creating new social media avenues and improving your website, there are usually going to be several people you will need to convince that the project is worth doing. That may be the big boss, the people in marketing or whoever controls the money. This is when your online success depends more on politics than on creative vision.
It is almost inevitable that you will meet some resistance. There is at least one guy at your company who still thinks TV buys and press releases will get the job done. However, it is time for your company to move forward and to break the shackles of the old rules of marketing.
Here are some thoughts on what to do when it is time to start convincing others that your ideas are the right ones.
- Arm yourself with information. The naysayers will try to find reasons not to change things, so you have to convince them that things need changing. I have found that most company decisions are made based on the whims of the decision makers, and rarely on any sort of measurements. Web analytics will give you a ton of insight into your company. You will have hard data about what kinds of people are coming to your website, where they are coming from and what they like to see.
- Present the information in a dynamic way. Be ready with a PowerPoint, but not a typical PowerPoint presentation. This should include images that convey feeling – Who is the customer? What will your new approach do for them? How will this help the company? Don’t use a bunch of wordy slides, use sparse text and plenty of imagery. DO NOT READ OFF OF YOUR SLIDES!!!
- Know your customers. Have some personas created in advance. Show the crowd that you know who you’re company is selling to. I know it sounds crazy, but many people have not thought out their target market beyond “the general public.”
- Don’t hide your ideas. People often keep their good ideas under wraps. Make sure you talk about your ideas as often as you can and to many different parties. Start the movement from the ground up. Again, being prepared with facts and figures will help other buy in to your argument.
These are a few thoughts for today. There are still a lot more factors to consider – like dealing with the naysayers – but the road to changing your company’s culture starts with you. Don’t miss your opportunity!