Why “going digital” is more important than ever

Is your small business making the most of digital technology?

A recent Deloitte Access Economics report found small businesses with a higher level of digital engagement are 50 per cent more likely to grow their revenue and eight times more likely to create new jobs.

Embracing new digital technologies and tools can save you time, help you find new customers, become more efficient and, thereby, get ahead of your competitors.

While each business has unique needs, there are common things you can do to better use digital technologies:

Develop a website to market your business and generate customer leads

Customers are now more likely to search for goods and services online, increasing the need for businesses to have an online presence. A functional and attractive website can increase your customer base, as well as improve visibility on search engines such as Google. Content that is descriptive, including titles, keywords, service descriptions and images, will help search engines to locate your website and make sure potential customers can find you.

Use digital marketing and social media to promote your business to a wider audience

Marketing your business through digital channels can open new markets outside your physical location, which is essential in a society where people are increasingly getting news and information online.

Digital marketing tools such as social media advertising, video advertising and automated email can help your business stand out from the crowd and attract more customers.

Set up a digital sales and booking capability

Goods and services are bought and sold in a matter of minutes. A mobile-friendly website that loads quickly and includes an e-commerce platform or online booking capability can help meet customer expectations and improve access to international markets.

An e-commerce solution can also have additional benefits such as reducing time-consuming manual tasks and simplifying inventory tracking and stock management.

Automate your business processes to free up your precious time

Using business software, such as accounting software solutions Xero or MYOB, can make data entry and invoicing simple, seamless, fast and automatic. This gives you the opportunity to redirect the time and money saved back into your business.

Automating business processes, such as invoicing and online selling, not only frees up time for you to work in the business, it can also reduce stress and anxiety levels. It can allow you to give more attention to other important parts of your life such as spending time with your family and growing your business.

Help for your small business to go digital

The Australian Government understands the importance of going digital and provides support to small business through the Australian Small Business Advisory Services (ASBAS) Digital Solutions program and the Small Business Digital Champions Project.

ASBAS Digital Solutions

The ASBAS Digital Solutions program helps small businesses improve their digital capabilities by providing professional, low-cost, high-quality advice on a range of digital solutions to meet their business objectives.

Experienced ASBAS service providers deliver digital advice and assistance across Australia, tailored to each business. Direct support is through one-on-one and group formats, as well as interactive webinars and workshops.

ASBAS Digital Solutions covers four core capabilities:

  • websites and selling online
  • social media and digital marketing
  • using small business software
  • online security and data privacy.

Maria Okwa owner of Beija Flor, a retail florist and floral design studio in Darwin, sought advice from Northern Territory ASBAS provider Megan Holzfeind of Treeti Business Consulting.

Megan helped Maria determine the goals and objectives of her business and gave her direction around setting sales targets and optimizing her website, resulting in a 160 per cent increase in sales from her e-commerce site.

Where to get help

For professional, low-cost, high-quality advice on a range of digital solutions, contact your nearest ASBAS provider at employment.gov.au/asbas

Small Business Digital Champions

The Small Business Digital Champions Project is providing 100 small businesses across Australia with a comprehensive digital transformation. Deloitte, the digital transformation provider, is supporting the businesses through the year-long project. Each business is receiving up to $18,500 in digital support, and additional products and services from corporate partners.

Fifteen small businesses have been selected as Digital Champions and are telling their stories of digital transformation to inspire and help other businesses. They have been paired with Digital Mentors who are providing one-on-one personalised mentoring, sharing their knowledge and experiences about making the most of digital opportunities.

Nicole Gordon, founder of Heart Health and Fitness, an exercise physiologist business, is one of the 15 business selected as a Small Business Digital Champion.

Delivering personalised and up-to-date services to her patients is critically important to Nicole. With the guidance of her Digital Mentor, Marcus Wilson from Surgical Partners, Nicole has effectively simplified administration tasks and developed online classes and consultations. This enabled Nicole to spend more time seeing her clients and help more people, more efficiently. Nicole can now also go back to her passion for research and reintegrate that into her business to offer the best, up-to-date care that is available.

Where to get help

To learn more about the benefits of digital technology, follow the digital transformation experiences on the Small Business Digital Champions website at employment.gov.au/digital-champions

Industry Associations

As part of the Small Business Digital Champions Project, 15 Industry Associations are providing free, sector-specific, digital advice to their small-business members. This includes advice on technology trends, hardware, software, digital training, online content development and digital planning.

THE MOTOR TRADES ASSOCIATION OF QUEENSLAND

National Automotive Service Maroochydore has partnered with Core SME to implement a software solution to support the business to move away from paper and into the digital age.

The owners, Charlie Palmer and Karen Churcher, are very hands-on with the daily operations of the mechanical business, which they have owned and operated for almost 30 years. They realised that to operate successfully in the future, and improve the potential sale value of their business, they needed to move from paper-based processes to digital. This will allow them to manage, monitor and report on business activity remotely, improving their work-life balance.

With advice from MTA Queensland and Core SME, National Automotive Service is undertaking a digital transformation using SMART Auto, a software solution that incorporates a SMART PA, a virtual assistant and a SMART Business Planner. This is a holistic approach to digital transformation and business independence.

With ongoing support from MTA Queensland and Core SME, the digital transformation will be staged.

Stage one is focusing on improving their customers’ online experience using digital forms, online booking and offering a secure online payment option. A digital marketing strategy will target existing customers and encourage repeat business to increase revenue through their current customer base.

Stage two will focus on business improvements and changes to the business including staff, administration and workshop management.

Stage three will see new business planning software providing better workflow efficiencies, operations and planning.

Where to get help

For expert advice to improve your digital capability, check if your industry association is working with the Digital Champions project at employment.gov.au/empowering-industry-associations

Georgia-Lee Campbell, Program Communication Team, Department of Employment, Skills, Small and Family Business

This story first appeared in issue 27 of the Inside Small Business quarterly magazine.