A client is adamant about using outdated digital strategies. How do you convince them otherwise?
When a client insists on using outdated digital strategies, it's essential to present compelling reasons for updating their approach. Here's how you can effectively persuade them:
What strategies have you used to persuade clients? Share your experiences.
A client is adamant about using outdated digital strategies. How do you convince them otherwise?
When a client insists on using outdated digital strategies, it's essential to present compelling reasons for updating their approach. Here's how you can effectively persuade them:
What strategies have you used to persuade clients? Share your experiences.
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The key question is not whether a digital strategy is outdated but whether it's working! Let's not assume that because a company may not be following the very latest trends in digital they are not doing well. Once we assess the performance of the strategy then we can get down to work. This is about building a business case and offering real life examples, preferably from competitors who apply innovative digital marketing. Finally, offering a step-by-step plan for testing the new strategies is needed so ensure the client feels comfortable before adopting the strategies.
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I think it’s important to 1st understand why they feel compelled to use an outdated strategy. I would then offer a new approach & explain why & what they can expect better from it. If they’re still bullish on an outdated approach then you want to move the conversation to finding middle ground. Which often looks like letting them continue some of the outdated strategy while also trying a new approach & from there, tracking which prefers better based on the benchmarks & key performance metrics agreed upon tracking to see which is better. Sometimes marketing isn’t about ending a strategy to start a new one, you can do BOTH & still have success. It’s about AND not OR for me & if something it working, don’t have to get rid of it, can ADD to it.
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I’d begin by understanding why the client feels attached to their current approach—sometimes it’s simply what’s worked for them before. Then, I’d share real examples to show how the digital landscape has shifted and what they could be missing out on. By focusing on small, low-risk changes that could bring real results, I’d aim to ease them into trying something new. It’s about building trust and showing that we’re on the same team, working towards their goals with strategies that are proven to work today.
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There can sometimes be a misalignment of purpose. A strategy, digital or otherwise, may deliver the desired outcomes for some internal stakeholders while failing to meet the expectations of others. This underscores the importance of engaging internal stakeholders and fostering clear communication to establish a shared vision, mission, objectives, strategy, action plan, and KPIs. By ensuring everyone has a unified understanding of what success looks like and how it is measured, an organisation can more effectively navigate its evolving aspirations, commercial goals, and marketing objectives. The key is to adapt messaging accordingly and communicate these changes in a timely manner.
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When a client insists on using outdated digital strategies, it's crucial to understand their rationale—often rooted in familiarity or past success. To guide them effectively, leveraging data is essential. By suggesting an A/B test that compares the performance of the outdated strategy with a modern approach, you create a scenario where the results speak for themselves. This way, the client sees firsthand how updated strategies can drive higher ROI, engagement, or cost-efficiency. A data-driven A/B test not only respects their viewpoint but also provides concrete evidence of what works best, ultimately allowing the client to make an informed decision based on real outcomes.
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To persuade clients to adopt modern digital strategies, consider these approaches: ⚪ Data-Driven Persuasion --> Use metrics to demonstrate the benefits of updated tactics. ⚪ Empathetic Understanding --> Listen to their concerns and address them proactively. ⚪ Phased Implementation --> Introduce changes gradually to minimize disruption.
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Here are some ways to convince a client to try a newer digital strategy: Highlight the benefits Present the benefits of a digital approach and make it seem like a no-brainer decision. Show statistical proof If you've previously worked with the client on digital, point to the data that shows the digital approach is effective. Focus on quality When creating a product, it's important to prioritize quality over fads. Create a customer-centric approach Focus on personalized messaging, omnichannel experiences, and real-time customer feedback
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onvince Your Client to Modernize Data-Driven: Show how modern strategies outperform outdated ones. Competitive Edge: Highlight successful competitor strategies. Future-Proofing: Emphasize adaptability to future trends. Customer-Centric: Explain benefits to customer experience and loyalty. Risk Mitigation: Address concerns with a phased approach and optimization. Effective Communication: Use clear language and tailor your approach. Focus on business benefits to win your client over.
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