Mafalda Martins Digital transformation and reconversion to online is, simultaneously, one of the biggest challenges and opportunities to be taken into account by Micro, Small and Medium Enterprises (SMEs). According to INE/Pordata, based on figures updated in 2021, 99.9% of Portuguese companies are SMEs. 96% are micro-enterprises, corporations that employ fewer than 10 people and/or have a turnover or annual balance sheet total of less than 2 million euros. Faced with this business fabric, it is imperative to integrate new technologies in order to identify emerging business opportunities, competitiveness factors, possibilities for operational optimization, cost reduction, etc. In this article we propose some solutions that allow you to enhance the digital acceleration of a SME, incorporating digital as a central part of its strategy. From the investment in data analysis tools to the centrality of web design as a tool for reconfiguring the company’s image. For example, exploring a digital marketing price list may allow you to find important answers.
How to make the digital transformation of a company step by step
Designing business goals considering digital
In 2020, the market research company GfK, in cooperation with the business management software specialist PHC Software, conducted a telephone survey in which it questioned more than 500 managers of small and medium-sized national companies.
One of the central considerations of the study points to the beginning of the digital transformation process in 90% of SMEs. However, most of them still have a long way to go in order to transpose the processes that determine management to online.
For the digital strategy to permeate the entire structure of the business it is important to follow several steps. When considering short, medium and long-term goals for the company it is important to understand which technology goals to integrate into this strategy. Before modernized consumer communication is considered, internal processes need to be improved.
Define a team structure dedicated to online
The articulation between online and offline is one of the essential pillars when we think of reconverting to digital. Nevertheless, it is important to highlight teams to manage the online processes.
We are talking, for example, about digital-centric positions such as a Chief Marketing Officer (CMO) or a Chief Technology Officer (CTO).
Encourage the continuous training of employees
The digital environment moves at a crazy pace, which can present management challenges. A company’s employees must have the skills to become more efficient in dealing with new trends in their marketplace, so that the company is not left behind.
Part of this adaptation of the workforce to the present context also involves outsourcing certain services that may not be offered by the staff they already have, in order to maintain innovation without exhausting economic resources.
Company managers themselves will also have to adapt to these changes in order to communicate and encourage them among their network of employees and suppliers.
New hiring policies, operationalization and modus operandi
The digital context leads to a new corporate mindset. The pandemic played a crucial role in this almost forced acceleration, with corporations facing a recurring challenge: reinvent themselves or fall apart.
The reconfiguration of concerns has led to an increased need to hire new professionals, so that they can bring new and disruptive ideas to the heart of the companies.
Another growing trend is the decentralization and mobility of employees, which creates new and more sophisticated forms of internal communication, reduces costs for office rentals, gives employees a higher quality of life, and, with the right digital tools, a higher return.
Discover tools capable of empowering digital transformation
There is currently an endless number of platforms capable of optimizing a company’s performance in digital. These are transversal to several departments of the company.
For example, when it comes to automation related to business and financial management processes, as well as administrative ones, these allow to facilitate processes such as payroll processing, inventory and sales control, meeting and event scheduling, among multiple others.
Several management support platforms become central, depending on each business, such as:
- CRM – Customer Relationship Manager – type of multifaceted software that allows you to manage customer relations, retain the entire history of interactions and improve the efficiency of customer service, sending personalized communication, among other features.
- ERP – Enterprise Resource Planning – enterprise resource planning software. This system stores everything from human resource processes, financial transactions, supply chain and various other operations online in the cloud. The best friend of any business.
- PMS – Property Management System – indispensable tool, nowadays, when it comes to tourism management. A PMS handles everything from managing reservations to processing payments and occupancy rates, and so on.
Understanding behavior trends
One of the foundations of digital transformation is to be where the consumer is. It is almost redundant to point out that the consumer is online. Not only are they there, but they are increasingly looking to solve part of their needs via technological means.
According to Marktest, in 2020 76% of the Portuguese over 15 years old already had access to the internet via computer (44% of traffic). The other 56% preferred mobile (tablet and cell phone). Given this preponderance of mobile, being present online is no longer enough. It is necessary to optimize the user experience on mobile devices, so that our website, apps or other communication channels are appealing and functional.
Already according to Similar Web, in 2021 the most visited website in Portugal is Google, and therefore the positioning of a SME in this search engine is crucial to the digital success.
In this context, the importance of Big Data emerges. For a business to grow it needs to know its consumers, their needs and behaviors and cross-reference data in large volumes in order to achieve a more global understanding of its business.
To respond to these increasingly exponential trends, it is important to hire or train programmers specialized in web platform creation and app development. Above all, and particularly if the product itself is not technological, it is important to have among the team data scientists and analysts capable of studying complex analytical tools.
Create an Omnichannel business structure
For companies that sell goods and services to the end consumer, considering the integration of e-commerce online stores with other sales channels can significantly improve the customer journey. This will create a good shopping experience across all channels and more organic customer service.
It’s nothing new online, but it is always important to reinforce the importance of e-commerce platforms, not only the already mentioned B2C (Business to Costumer), but also B2B (Business to Business). In the context of the pandemic crisis selling and buying online has become essential and ignoring this trend will difficult business success.
Positioning Communication and Marketing in the online landscape
Increasingly, companies need to consciously and analytically choose which audience communication channels will most benefit their digital transformation.
Which social networks does my audience move to? Will I need a website to showcase my product? What language and tone (formal, informal) will I use to communicate with my audience?
These days a business needs to be available for quick communication with the consumer, whether through chatbots, messaging systems, newsletters, social media interaction, or via other customer care services. What is most fundamental is to keep the door always open.
The marketing department also becomes central. The structure will comprise a marketing manager, as well as programmers, analysts who study consumer behavior across all channels, and marketing assistants.
It also includes content creators for SEO (organic search engine optimization) purposes, PPC managers for SEA (paid search engine advertising) purposes or a graphic designer (or more) to architect the much needed unmistakable brand identity in the various channels. You can find different professional profiles that can help in the digital transformation of your small business, from programming to content production or graphic design on the Portuguese platform Zaask. When you make your request, you can receive responses from up to 5 professionals with ratings and comments from previous clients.
Written by:
Zaask Team