Digitally Transforming Your Business

(Family Features) One of the challenges facing small businesses today is trying to deliver the same customer experience as larger competitors. As technology advances and takes on an ever-growing role, small businesses can tap new innovations to better communicate with customers, save money and simplify operations.

As small business owners look to transform digitally, they face a number of options, from upgrading their technology to optimize shipping operations and decrease costs to adopting digital marketing tactics to better understand and target their customers. While it can be difficult for a small business that is well-established using analog processes to switch to digital, the key is to start with the final objective in mind; in other words, begin by defining your end goal. Once you’ve determined the desired outcome of digitizing your business, these tips can help you establish a strategy that can benefit both your business performance and customer experience.

Reach customers through digital marketing
An important step in digital transformation is revisiting how you attract and interact with current and prospective customers, who are increasingly turning to a combination of physical and digital channels to engage with brands and businesses. If you think of digital marketing and email or online ads, you’re on the right track, but effective marketing requires more than simply hitting send on an email or counting clicks on an ad. Email marketing should be focused on providing helpful, relevant content to your target audience based on its preferences. Recipients can come to appreciate your insights on industry news and helpful information, so your sales pitches are likely to be more warmly received.

Beyond the content, an effective strategy establishes connective links between all your marketing touchpoints, from email to blog and even to your traditional tactics, such as direct mail and more, all with the goal of boosting credibility and visibility via search engine optimization and foot traffic.

Optimize operations through the cloud
As technology evolves, more tasks can be handled online and more traditional analog devices are connected to the internet and the cloud. Adopting the use of these digitally connected devices can not only make fulfilling tasks easier and more efficient, but also track patterns and collect data that brings new value to small business owners. For example, with a surge in parcel volumes year over year (thanks, in part, to a sustained e-commerce growth), according to the Pitney Bowes Parcel Shipping Index, consider a cloud-enabled shipping solution, such as the SendPro C-Series, to simplify sending operations. This digital multi-carrier platform leverages the latest cloud technology to enable offices of all sizes to easily select the ideal sending option for every parcel or letter, while also providing full tracking information and delivering savings.

“The SendPro C-Series is designed to take the guesswork out of shipping and mailing,” said Jason Dies, executive vice president and president, Pitney Bowes SMB Solutions. “These digitally connected sending devices allow users to better manage their sending operations on one platform, providing the confidence that they selected the right carrier and class of service for each expedited envelope and package, track all shipments from one dashboard and provide consolidated visibility and control of postal and carrier expenses. Plus, the open platform allows developers to create new applications specific for the needs of small business owners.”

Make decisions based on analytics
Beyond providing efficiency and simplicity, connected and cloud-enabled devices can generate and track valuable data, which can, in turn, be analyzed and used to make important business decisions. In a business environment dominated by ever-changing consumer preferences, data-driven insights are key to serving the needs and securing the business of today’s hyper-connected consumers. By utilizing data and analytics, your business can be better equipped to deliver superior customer experiences, support product and service innovation, and optimize business processes.

Use mobile to communicate with customers
Even the smallest of businesses can take steps toward better mobile communication, such as ensuring their websites are mobile-friendly and responsive to different device types. This is especially important as mobile usage continues to climb in the United States, and consumers increasingly rely on mobile devices for information to guide purchase decisions. Your business can also capitalize on location intelligence capabilities to deliver timely coupons and promotions to customers in the immediate vicinity.

Find more tips for transforming your business for the digital age at pitneybowes.com/us/digital.

Elements of a Digital Transformation

Before diving head-first into a digital transformation, consider what aspects are most important to your business.

Automation
When developing or implementing new technology or digital assets, automation is a key component most businesses are striving toward. It can save your business money while also reducing monotonous tasks and allowing your employees to focus on the more skill-reliant aspects of their jobs.

Efficiency
Technology as a whole can make your business more efficient, from increasing employee productivity to allowing greater flexibility in an often-changing market.

Interaction
Embracing technology and digital communication can allow for greater reach and ease of communication. From the use of social media platforms to email blasts and online advertisements, technology can expand how and when your business communicates with potential consumers.

Boost Business Digitally
A growing collection of digital applications and offerings, such as these members of the Pitney Bowes Small Business Partner Program community, can enhance and streamline business operations.

Google G Suite is a cloud-based productivity suite that helps teams communicate, collaborate and get things done from anywhere, and on any device.

Yext puts businesses on the map by letting companies manage their digital knowledge in the cloud and sync it to over 100 maps, apps, search engines, GPS systems and social networks, as well as facilitating face-to-face and digital interactions that boost brand awareness, drive foot traffic and increase sales.

Promote by Acquisio is an advertising solution that helps businesses get new customers with zero expertise needed by creating tailored ads, providing optimization, on-the-go text notifications for incoming leads and tracking of all recorded incoming calls from ads.

Nimble is a simple social sales and marketing CRM that helps companies nurture relationships across email and social networks such as Twitter, Facebook and LinkedIn.

DocuSign lets people sign, send and manage documents anytime, anywhere, on any device, replacing traditional methods that require printing, faxing, scanning and overnighting documents.

Photo courtesy of Getty Images (two business owners)

Tips for Easy Holiday Shipping

(Family Features)It’s the most wonderful time of the year, and holiday gift-giving and receiving is at the top of everyone’s to-do list. There are several simple steps you can take to make those deliveries a little easier. 

“We know a lot of care goes into finding the perfect gift during the holiday season and our Certified Packing Experts take the same level of care in packing and shipping each gift so you don’t have to,” said Judy Milner, vice president of operations at The UPS Store. “We take care of the details to make your holidays easy and hassle-free.”

Here are five ways you can keep the holidays merry and bright, and experience the excitement of making (and receiving) special deliveries this holiday season.

• Pack like a pro (or rely on one). Be sure your packages arrive intact by using the proper materials. Use sturdy, corrugated boxes as well as foam packaging peanuts and bubble cushioning to protect your gifts. Allow at least 2 inches on all sides of the items being packed, including the top and bottom. If you’re uncertain or need assistance, The UPS Store Certified Packing Experts are trained in packaging techniques to conquer any gift – whether it’s oddly shaped, freshly baked, wrapped or unwrapped.

• Secure delivery locations. If you’re expecting deliveries of online purchases or gifts, you may hesitate to leave the house and enjoy holiday outings and family activities. Some companies allow you to redirect packages to a neighbor or a nearby business so you can rest assured your packages are in good hands.

• Ask for a guarantee. After spending precious time selecting each gift, you need assurance and peace of mind that your efforts won’t be for naught. For example, The UPS Store offers the Pack and Ship Guarantee, a service that covers lost or damaged items. Some providers even offer coverage for the cost of packing materials, service and shipping.

• Use tracking tools. The holiday season is no time to wonder when or if your package will arrive. Using a trackable delivery service helps ensure you can monitor your package’s progress and receive an alert when it is successfully delivered.

• Ensure gifts arrive before Santa. Timing is key when it comes to holiday shipping. Mark the calendar with these shipping deadlines so all gifts arrive just in time.

For domestic delivery for Christmas by Friday, Dec. 23, ship:

• UPS Next Day Air by Thursday, Dec. 22
• UPS 2nd Day Air by Wednesday, Dec. 21
• UPS 3 Day Select by Monday, Dec. 19

To find a shipping location near you, visit theupsstore.com and find The UPS Store on YouTube for additional holiday tips.

Photo courtesy of Getty Images