This is the continuation of the ‘Adding digital technology to your business’. You can read the first part here. In this concluding part, we will show how to use digital technology in helping your business development tasks and in securing your business.
A business needs to grow and make profit. This is a function of sales and more sales… which is the result of marketing and positioning a business such that those who need its services find it, understand what it offers and buy what it offers. Business development is usually the unit that is tasked with finding growth for the business. Digital technology can be a very handy tool to leverage in business development.
Market Research: Finding out what the market is like, who has the most market share, where are our potential customers, and how do we distribute our product or service is usually the first place to begin. Research here will involve putting out surveys/polls, and setting up meetings.
Content Development: This involves showing your expertise in the given field by offering informational content that will show your potential customers that you know what you are offering. Content Development is usually tied in with ‘Thought Leadership’, where you talk with other players in your industry on common areas of interest. E.g, use of mobile apps to increase efficiency in delivery routes.
Social Media Channels: Humans buy. When all is said and done, (presented), most humans choose who to go with based on differing factors. Including social media channels in your business development tactics means reaching out to potential customers where they can be easily warmed up to your business. This involves the use of images, videos and stories to first make your potential customer aware of your brand/company. When you eventually send in an email or make that cold call, the customer would be able to associate and be open to hearing from you.
Data Analysis: Closely tied to Market Research above, looking through industry as well as consumer data, especially from leading consultancy bodies, and drawing insights from the data can aid your business developments efforts. You can create real time data boards that can inform your day-to-day business operations. i.e. A databoard showing you FX rates can enable you offer a favorable price to a consumer.
Google Trends: Google has made it easy to know what your potential customers are looking for. Simply check the trend over time and location for keywords relevant to your business and Google will highlight how consumers have been looking (or not) for your product or service.
Facebook Audience Insight: People underestimate what Facebook can do. Understanding your customers interests can help you form the necessary partnerships you will need to showcase your business to the customer. i.e. Finding out your potential consumers live Africa Magic tells you that you can place your TV ad on Africa Magic and be sure your consumers will see it. It can also tell you that your consumers like a celebrity, who you can now partner with as an influencer or a brand ambassador.
Video marketing: Video formats is preferred over images for consuming content on the online space. Investing in video marketing involves the use of slideshows or shooting a video to tell the story of your product or service or to show consumers how to use the product. It can even involve reviews from clients. When you share a video on most social media platforms, you have the ability to send ads to viewers of that video. Use video marketing in creating awareness for your brand.
Power BI: If you have the resources and skills, come up with some real time data board that your sales and marketing team can benefit from.
Every business has to secure its assets. Be it physical assets or intellectual assets. Company espionage is no longer a thing unique to big brands. If you are wondering how to protect your intellectual property and guard against data breach, you might want to consider adding technology.
Fraud & Intrusion detection mechanisms: From setting up 2FA security on your online accounts to installing dedicated detection software, knowing when you’ve been breached is often the first step in fixing the breach. Most companies do not know when they have been attacked because attacks nowadays are deployed to avoid notice.
Cultivate strong password culture: Due to ‘bruteforce’ mode of attack, passwords need to be longer (unfortunately yes) and contain different characters. This makes it hard for a bruteforce attack on an account. Bruteforce is the use of software to automatically enter different passwords in an attempt to guess the correct password and gain access. Easy passwords to bruteforce are short, contain only texts and are usually common passwords. The longer the password, the more characters (symbols, alphabets, numbers), the harder it is to bruteforce.
247 Surveillance: This is the use of CCTV or IP cams to monitor an environment. A server room can benefit from this as it can show you who entered the server room at any time. This is critical because anyone can get access to the password needed to download critical info from a server, this means anyone could be the culprit.
Data Backup: You will need to back up your data from time to time to ensure you can recover from a loss of data disaster. Cloud technology is gradually making this possible so you would not need to back up to physical storage devices like disks and large hard drives which can be vulnerable to theft, fire, flooding or any other disaster of the such.
Access Control System: Use of keycards and biometrics to enable only those that should access an utility get access to it. It could be a room or a locker.
Antivirus & Firewalls: This can prove very useful when you want to connect your company to the internet. Use a firewall to filter out known spam networks, links, IP addresses and more.
Cloud Backup: Always back up. Popular cloud providers include Amazon, Google, IBM.
SSL Certification: On your website, this opens a secure tunnel between your brand and a website visitor or someone who accesses your company server remotely. This ensures there is no man-in-the-middle attack.
Data Recovery Solution: In some cases, data can be deleted or overwritten, using a data recovery solution can help you get back your data and continue business.
We hope you can see how to add digital technology to your business, especially, how to get started. Do you have questions or a story you want to share when faced with adding technology to your business, drop a comment below.