Change in some aspects of life is rarely viewed as positive, BUT change in business should always be embraced. It's either change for the better to enhance things like a team, a process or a service. Or if the change doesn’t get the results it was aiming for, it’s ultimately a long-term learning for the company. In the world of Digital Marketing things are changing quicker than we can keep up with, (we see you Social Media!) and in one of our earlier blogs, we explored ways to help keep up to date.

The ever-evolving Digital Marketing world means embracing the inevitable ‘what’s to come’ is crucial, so here are our top 5 ways to embrace change.

#1 Clear Communication

Communication is EVERYTHING when it comes to implementing change. People don’t like to be taken by surprise and they want to be heard. When a change is on the horizon, the first step is to clearly communicate the upcoming changes with your team, allowing time for them to ask questions and share concerns. The biggest factor to get across to the team is the WHY. Why is this change being implemented and how are THEY going to benefit?

#2 Testing

Change needs to be tested before it’s fully integrated into the workplace. Just because one person may buy into a solution and can see the benefits doesn’t mean it would work seamlessly in the day-to-day working environment. We all have unconscious bias and as marketers, we know that more than anyone. The best way to test a change is to build an internal focus group and get them to work through the new change together from start to finish. Create a group of people from different departments - a mixture of some who are keen and some who are more skeptical. This enables you to test and learn to iron out any major roadblocks and pivot and revert before implementation begins. Change is not a linear process.

#3 Implementation

Solid foundations have been laid, now it’s time to implement the change. The key here is not to rush. Change takes time depending on the type of adjustments - from restructuring a department to realigning the marketing channels you’re using. Clear timelines need to be set, with accurate briefing and someone to manage the whole process from start to finish. This is why we see so many businesses recruit for dedicated roles to lead the change, such as Project Managers or Change Management Officers.

#4 Review

Once a change is in place, the job is not done, it’s important to have check-ins over the year after implementation. Revisit the ‘WHY’ the change came about in the first place and what it set out to achieve. Go back to your focus group from the testing phase to gather honest insight for things that may need honing or tweaking. Then, and only then, can you say the change is implemented and fully integrated into a new way of working.

#5 No Railroading

We all know the story of how Philip Green railroaded Topshop. The company that was thriving from strong female involvement and stood by creating quality products - changed into one that wanted to make as much profit as possible with little regard for the ethics or target audience desires. Railroading is not the answer. 

Ultimately, being consistent with your change process allows your team to be more confident when changes arise. They will understand how things work, know they will be heard and understand the benefits it can bring. It’s a long game, but a vital one, to ensure change is seen as positive. We hope these top tips have helped you feel confident in embracing change in an ever-changing digital world. If not, don’t worry, and Drop us a message, as our team of marketing wizards will be more than happy to help.