On paper, the marketing team that you hired for your website – made up by your social media analyst, SEO specialist, graphic designer, and writer (have we missed anything else?) – has all the right stuff: fancy college degrees, an extensive skill set, and a comprehensive work background.
But then you get to check your website stats for today and they’re far from impressive. What gives? This may come as a surprise to you, but it could be that your marketing A-team is to blame and here are three key reasons why.
Experience and Routine over Creativity and Innovation
Highly experienced individuals can sometimes end up terribly complacent about their work. It’s not that you can’t teach old dogs new tricks. With ego-driven experienced professionals, it’s more a matter of old dogs not wanting to learn new tricks and that can be fatal for your business.
However, clients will always want the best and credentials won’t be enough for them if your marketing team isn’t able to deliver the results they desire to see. At the end of the day, your company’s impressive list of achievements and award-winning workforce can’t compare to present-day sales or profits. The Internet is an eternally evolving world, thus making a flexible marketing strategy essential for all online businesses. If your team’s resistant to change, then it’s only a matter of time until there’s nothing left of your website to change – or save.
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Because your team of so-called experts have more to lose – professionally speaking – than their younger and greener counterparts, they’ll understandably find it more difficult to accept they’re in the wrong.
As their boss, you may be kind and considerate enough to overlook their inability to say ‘sorry’ and think that the quality of their work is enough to offset such attitudes. Unfortunately, that’s not a good idea and your own clients will be the first to agree.
It’s important to remind your marketing team that when they’re just better off sucking it up and apologizing if they failed to meet client expectations for whatever reason. Customers usually respond more favorably to sincere apologies rather than when they’re given one excuse and alibi after another for a job not well done. It doesn’t matter if your marketing team thinks the client’s being unreasonable. Nothing will ever exempt them from the need to put a customer’s needs over everything else.
No matter how seemingly perfect your marketing team is, the kind of skills and experience they bring to the company can be easily matched by marketing teams of other companies. If your marketing team is meant to be your business’ competitive edge, then they must remember that pleasing the customers should come first and before pleasing their own egos.
Inability to Accept Constructive Criticism
People stop being smart – and start being stupid – when they think they know everything there is to learn. Learning is a continuous process, and constructive criticism is a large part of it. There are just some mistakes and missteps that you won’t be able to discover on your own. Someone else has to point it out for you. Unfortunately, it just so happens that those people may not be necessarily the kind of person you particularly like, trust, or respect.
You must make sure that your marketing team won’t stop thinking there’s room for improvement. Even if they’re already the best in the industry, that doesn’t mean their work will remain error-free and unparalleled if they don’t work hard for it.
Everything you’ve read here is not meant to discourage you from hiring industry veterans. Rather, it’s meant to serve as a wake-up call. It’s time to issue a gentle reminder to your A-team: stop resting on your laurels and get back to proving your worth.