A friend and former colleague providing me with a critique of my website design prior to its launch in May, made the, perhaps obvious, point that it is hard to be heard above the din that is the internet and social media. The trickle of visitors to my website and this blog confirms that. Investing in a GoogleAd campaign does not have to be expensive and has increased website traffic by 1000% in the first week. Can I expect this to result in new business leads or am I waiting for the statistical equivalent of a meteor strike extinction event? How should I put this in perspective? Is it worth the effort?
Communication is at the heart of any Change Management effort. It is frequently mentioned that telling it 7 or 9 times is necessary before a message is heard and internalised by any given audience. Hence those moments of truth we have learned to react to. Nevertheless, line managers often prefer a solitary, simple e-mail or (rather than “and”) a 10 minute agenda item at the staff town hall meeting. Perhaps they are hoping the change will just go unnoticed.
Telling it 7+ times implies that Change communications must use a range of channels and repeat messages even when some of the audience is already claiming complete familiarity with what is coming. Some of the channels may not provide instant payback but are still worth considering especially if, like a website, they can become a “go to” place for information and near real-time updates. The potential reach of the internet (or your company intranet) is impossible to beat.
So although my trickle of visitors has yet to make a splash, I will continue to invest time and a little money to promote the wider effort of growing my business.
Change is good. If you are listening.