Make Digital Technology Work for your Business

Our world has changed forever since the advent of digital technology. It has not only changed how we create value, but what we value.
From laptop computers to cell phones, from software programs to digital communication equipment — savvy business owners understand the use of technology formats is essential to increasing revenue and profit. Advances in technology have helped to improve efficiencies and communications, internally (with employees) and externally (with customers).

The National Small Business Association’s (NSBA’s) recent survey on technology usage found two major trends when comparing 2013 vs. 2010:

1. Seventy-four percent of small-business owners use a smart phone, up from 57 percent in 2010.
2. There was a huge jump in small firms using cloud computing: In 2010, it was just 5 percent; today, 43 percent are on the cloud.

Cloud computing will continue to expand in 2014, in terms of storage and collaboration. Think services like Dropbox, SugarSync or iCloud, each of which allows you to store content in the cloud, without needing a physical server or other storage system.

A recent Google/Nielsen study found 59 percent of consumers visit a business’ website when conducting a mobile search. However, 90 percent of small-business owners admit their websites aren’t optimized for mobile, according to a survey by Yodle. This represents a
clear gap in small businesses’ ability to provide on-the-go consumers with proper website experiences, thus threatening their chances for securing business from those visitors.

The way to design for this in the past was to create a separate, mobile-specific website. But now websites have the ability to be more responsive and to adjust accordingly to the device and screen. This means publishers don’t need to maintain two completely different sites, and can instead focus on just one that responds appropriately. This is referred to as a “responsive mobile website design.”

Turn digital tech into dollars

If you want to be more successful at growing revenue and profit, focus on incorporating the following digitized, web-based technologies into your business plan:

Revenue generators

• customer service follow-ups and thank-yous (automatic text on customer’s mobile device or email — post service);
• notepad sales presentations (prerecorded videos and presentations assist sales force in closing sales);
• email marketing (broadcast promotional notifications to existing customers and “opt-ins”);
• estimates based on global positioning satellite (GPS) mapping of the property (pricing of exteriors based on real-time imaging); and
• Skype training sessions (bring expert interactive training into your office for a fraction of the cost).

Productivity/Profit enhancers

• GPS mapping of routes (fuel efficiency and technician productivity);
• smartphone thermostat control (monitor and control temperature setting while away);
• smartphone office/warehouse surveillance monitoring (reduces shrinkage, increases productivity); and
• real-time quality assurance on-site surveys (identifies service issues and reduces cancelations).

Incorporating expanded digital technology formats into your marketing plan not only will help your company maintain its competitive edge; it also will bolster your revenue and profits. pmp

You can reach Goldglantz, president of Pest Control Marketing Co. and author of “Marketing Matters,” at hgpcmcinc@aol.com