Who needs technology? Part one of three

Computers. Smartphones. Tablets. High-speed Internet. WiFi. These game changers continue to transform the world of business in general, and hold special promise to enable Small Businesses to compete at a level unimaginable even five years ago.

Ironically, as more Small Business owners, operators and employees become more computer- and technology-literate, we are discovering that... nobody is really interested in technology. Seriously: nobody cares. 

Unlike the early days of "the consumer Internet", noone talks about what kind of chip their computer runs on, or how fast it is. People are still using Windows XP, and even the poor souls who got stuck with Windows Vista pre-installed on their PCs have stopped complaining about it. The smallest of Small Businesses are now confidently buying iMacs and Macbooks, and naturally expect to either build their work network with them, or integrate them with whatever systems they already have without too much of an effort.

Tablets have pretty much replaced laptops as the portable computing solution of choice. More people are accessing the Internet using their Smartphones, the "iPhone vs. Android" religious war has subsided to a brokered peaceful co-existence, and it appears even Microsoft finally has a credible threat with it's latest Windows Phone offerings.

iPhone vs Android (Photo credit: nrkbeta)

So it's not that noone cares about technology: it's that the focus is no longer on the technology, but on the benefit of using the technology. Texting isn't just for kids: it's a way to document your informal business communication, followup on one conversation while in a meeting or a conversation with someone else.

Facebook presents opportunities to expose your brand to tens of thousands of people on a shoestring budget, control your company's image and shape its brand message. Twitter enables Small Business to craft real-time marketing campaigns, leverage location-based demographic data and identify the "long tail" sweet spot that makes up its niche market.

Businesses being more "tech savvy" doesn't mean that they now speak like geeks, but that they think like CEOs instead of peddlers. Businesses in all industries, of all sizes, have the power to increase productivity and profitability while actually decreasing the effort and activity required to get things done. Technology provides no magic bullet solutions, which is we see fewer tech pros like myself boasting of "functions and features", and now focusing on "benefits and strategic advantages".

Everybody has an email address. Nearly everyone has a smartphone now (or should!). Small Businesses have become quite tech savvy... but have technology professionals become more business savvy? We'll examine that in part two.

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Put the web to work

In a down economy, Small Businesses need to exploit every possible advantage available to them.

An often overlook and underutilized Small Business asset is the good ol' company website. Websites are nothing new, and nearly everyone has one by now (there are by far more registered websites than human beings on the planet). Most Small Businesses easily have multiple ways to launch a website for free. How many of these websites are effective business assets? 

To truly assist Your Small Business, a website must, at a minimum, do three things:

1. Burnish your brand
2. Generate leads
3. Increase revenue

Burnish your brand: in today's economy, a website has to be more than a digital business card. Business cards are cheaper than dirt, and you hand them out like toothpicks. Not much ROI there. Your website is your first, best chance to:

• Introduce yourself
• Promote your business
• Establish your qualifications
• Create your online identity
• Build a reputation

The old saying "you don't get a second chance to make a first impression" is especially true of websites: the "Back" button is just a click away, and you have about five seconds to convince the site visitor not to... click away.

Generate leads: Does your website have a form for customers to contact Your Small Business? Don't assume the site visitor will actually take the time to pick up the phone, or open their email tool and compose a message. Visiting a website is like an impulse purchase - if you site does capture their attention, you must make it as easy as possible for the potential customer or client to move to the next step, and contact you right NOW!

Increase revenue: Many of your existing clients may not have discovered you by an Internet search, but that doesn't mean you can afford to ignore the power of the web to find new business with old customers. It's a well know fact that it costs more in time and money to acquire a client than to retain one -- what are we doing about it?

Does your website cross-promote goods or services, especially to those currently doing business with you? Do you offer special deals or discounts to favored customers? You could have special content for registered visitors to your website, and create login accounts for your existing clientele - again, don't assume that they will take it upon themselves to sign up on their own. They are just as busy as you are, so you've got to make it almost effortless for them to do more business with you.

This is not the same as spamming them with unwanted messages - they already do business with you. Everyone likes to feel special, and be treated with special regard. Make sure your focus is the added value to their lives and businesses, not your desire for more of their money.

Review your records and invoices -- what goods or services have they already purchased in the past? What else do they want, or need, and how can you let them know that you can provide these quickly, conveniently and affordably?

Remember that a "down" economy is always an opportunity to invent new possibilities - use Your Small Business website to create as many new opportunities as possible, and you'll find undiscovered wealth right inside your web browser.

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