04/03/2015

By Angela Stead, MD, Switchstance


‘Digital transformation’: let’s face it, it sounds quite daunting, especially for an SME. The truth is that even the smallest digital enhancement can create major business improvement without becoming an overhead in itself.

In order to be successful, business change must be both realistic and sustainable.

In our experience, SMEs are often openly apprehensive about introducing new technology but also feel that they must ‘do something’ in order to not be left behind. The ‘something’ doesn’t need to be overwhelming: in fact, far from it, as immediate improvements can often be made through change which is not time-consuming to manage:

Below are our top three examples of how small changes can bring big improvements:

1. The introduction of a simple CRM

The introduction of a simple online Customer Relationship Management (CRM) system to a business is a relatively small change but one that can reap major benefits and business improvement. Putting in place a CRM solution to manage current clients as well as potential leads can streamline processes within a business, saving time and effort going forward. A CRM can also enable effective and targeted marketing which as a result boosts sales, attracting both new clients and up-selling/cross-selling to existing clients.


2. The adoption of intelligent email marketing campaigns

An intelligent email marketing campaign tool can enable a business to reach existing and potential clients more effectively and in a targeted way. The simple adoption of email marketing campaigns can be a quick win for a business with the potential to drive major improvement. Through the introduction of an automated email marketing solution, there is an opportunity to not only boost sales but also to use the intelligence gathered automatically by the tool to benefit overall business strategy. Using the marketing statistics including the number of clicks, opens and reads, a business can target their audience more effectively with future campaigns and as a result can also substantially increase their conversion rate.


3. The implementation of a manageable web strategy

One of the most effective ways for an SME to make an impact is to implement a manageable web strategy, which keeps their overall web presence up to date. A simple and sustainable web strategy can realise significant benefits and help a business to retain their place in the market and attract new customers. Such a strategy could include refining web content, visually refreshing a web presence and introducing appropriate, manageable social media and blogging. These elements combined will improve the company’s online ranking (SEO), enabling them to attract more clients, stand out from the competition and keep their current clients engaged and informed. The overall image of the business can benefit from a complete yet simple refresh of their online presence.