A company that takes time to evolve to fit the needs of its market has a good chance of disappearing. Yes, it is a sad reality, but true. We don’t want it to happen to you!
For this reason, in this content we want to explain different essential factors to digitize a business, whatever its segment and size.
With this, we do not mean that a purely physical business cannot be profitable, but it is undeniable the great relevance that digital transformation has had in the way we do transactions right now. Don’t let your brand be left behind!
But, before naming you those aspects that you must take into account to digitize a business, it is important to understand why it is so essential.
Why is it so convenient to digitize a business in 2020?
When it comes to digitizing a business, reference is made to all those actions, technologies and strategies that make use of digital methods to make the routine operations of an organization more efficient and, in turn, generate other tasks to increase productivity and results of it.
And, it is that beyond simply acquiring new devices or automating some tasks , it is a mentality that will reign over your business culture so that each employee, collaborator, manager or manager, can think in “digital mode”, taking advantage of the opportunities of the economy In Internet.
So, let’s start little by little to define key aspects that make this movement especially necessary:
1. Reduction of production costs
Any plant manager and operator or manufacturing manager dreams of applying new methods to reduce production costs and have a higher profit margin or to offer more accessible products to their public.
There are multiple tools and softwares that can generate greater profitability and optimization of resources .
For example, with an ERP or an enterprise resource planning system, you could boost your sales by giving your marketing team better tools to delight your customers.
In addition, with the creation of an ecommerce , many costs associated with the maintenance of infrastructure, services, leasing, employees, among others, may be transmitted to other areas where more investment is required.
2. Depend less on external conditions
Who would not have liked to protect their company and guarantee its operations before COVID-19? I imagine that many read these paragraphs.
Well, thanks to the digitization of a business – through solid and reliable actions and platforms – operators and collaborators could continue to generate value for the organization without depending on the conditions of the external scenario, which may not be so favorable.
In this sense, communication applications such as Slack, capable of keeping the team informed and focused on tasks, or Trello, which allow generating projects and responsibilities during the Home Office , help any business to stay operational, no matter where they are. members.
3. Build a permanent and unstoppable base of operations
As a complement to the previous point, the digitization of a business, through a solid website, allows the company to access the benefits of Digital Marketing , for example:
Medium / long term lead source
With a view to generating clients, creating a leveraged blog of a Content Marketing strategy – such as Rock Stage that allows you to create a corporate blog in 3 minutes – it is possible to obtain enough presence and authority in Google to carry a large number of users through the sales funnel and turn them into consumers.
The brand positioning is the main reason for digitizing business and website is the means to do so.
Work related to brand management, such as disseminating its values and purpose, is guaranteed thanks to a robust website or virtual store , which provides the user with an unforgettable consumer experience.
Long-lasting customer relationships
Generating clients and staying with you are two different processes. With digitization it is possible to keep them satisfied, informed and delighted with your brand, so that a sufficient level of engagement is established and the relationship lasts for a long time.
In order to adapt to the need to retain customers, the Inbound methodology gave birth to the concept of Flywheel , which guides Marketing and Customer Success actions towards the effort to stimulate consumers to become brand ambassadors for the future.
In the digital medium these actions can be carried out through:
content specially produced for clients;
incentives for new acquisitions with attractions;
greater visibility to customers, with the production of success stories and testimonials published on the website or blog;
Having a digital base of operations is as important as a physical one. In these moments, where commerce has crossed the barrier of the tangible to the computer, the presence on the web is what determines the success of a business.
4. Scale growth thanks to the scope you get
If you’ve always dreamed of having a bigger business every time, traditional methods of expansion are no longer the only way.
The scalability of a business, thanks to digital transformation, is available to anyone who is willing to go through the digitization process .
The more presence you have on the Internet and the better the conversion strategy, the greater business opportunities you will have.
In the same way, digitization services, technologies, actions and techniques will also make it possible to acquire more resources to satisfy your demand.
5. Have sustainable growth
And, how could it be otherwise, the scalability of a business must be accompanied by certain behaviors that allow the sustainable growth of your company , such as the study of metrics and the monitoring of results.
A very smart way to make the decisions of an organization is to do it based on data that reflects the reality of your business and the turn it is in.
Digitization allows you to know, in real time, hundreds of metrics – choosing the ones that are relevant to you – to execute the most effective actions and guarantee permanent operation.
These are just a few reasons why digitization is not only a good idea, as it has become a necessity for almost every turn.
Some of the metrics that are part of the daily life of digital strategists are:
most visited sessions / users / pages;
and many more.
How to effectively digitize a business from practice?
For starters, the use of new technologies and processes must be imprinted on the minds of those running the business.
Next, we will tell you how to digitize a business in 9 stages:
1. Analyze the reality of your business
It is necessary to understand what is available. Before even considering adopting technological tools and devices, it is key to evaluate how your company works.
It is essential that you include in this analysis all the processes and factors so that your business model is very clear.
You can make the black box model, which consists of focusing the processes according to the inputs and outputs.
2. Design a digital strategy
Having clear objectives and goals of what you want and aspire to with digitalization is essential to access the opportunities of digital transformation.
This must go through different approaches:
strategic : administrative, operational and management actions that will be aligned with the new objectives.
Economic : all the new routines and work processes to ensure the profitability and sustainability of the strategies.
Environment : those operating, cultural and work environment conditions that facilitate new philosophies .
Digital culture : more than techniques or tools, it is a mentality that must be formed to “think digital” at all times .
3. Select web platforms
There is no digitization without a web platform, that simple. This is the visible element of your organization to the digital world.
At this point, it is essential to create a strong and robust website , which through various SEO techniques (and with tools such as a CMS) can generate authority on the Internet and be the heart of your online project.
4. Train your collaborators
Perhaps, within this process you already have an advance step. Many times, companies have the right profiles within your organization to generate true digitization.
What you must do is detect them and create effective teams that can help you redefine processes, identify problems and generate changes to transform the business.
5. Optimize the customer experience
When digitization is already embedded in the culture of the company, it is time to take its benefits and reach towards improving the customer experience .
For this to be possible, understanding the needs and profile of your clients is crucial .
The good news is that this is no longer so complicated. Using tools such as Big Data it is possible to know and even predict behaviors of your potential customers .
This provides the opportunity for any company to quickly adapt or anticipate the needs of the market to delight its users with the experience, products and services they want.
But how do you digitize a business department by department?
To adapt a business to market disruptions , it is more than clear, it is necessary to rethink the operating structures of organizations. In view of this, we will briefly show you how to digitize department by department.
6. Recruitment processes for the professional of the future
More than attracting the right people to your business, it is necessary to define the profiles of the professional that is necessary, selecting the most suitable job skills for the careers involved in the company.
The role of HR in the digital transformation, focuses on data analysis to better understand employees and provide them with tasks, projects and actions that guarantee productivity, and at the same time, give them stability, well-being and incentives for compromise.
7. Understand why the consumer wants to buy and through where
Marketing strategies no longer revolve around the financial result itself, but the consumer. That is, to help you buy better .
Marketing professionals need to adapt their thoughts to generate more value to the target audience . The way the product or service is presented for the life of the client is what can change the results for the better.
8. Embrace risks and learn more about customers
The finance department has always been away from customers, but digitization demands otherwise. Connecting with all areas of the company provides a broader view of market needs and risk possibilities.
It is necessary to adopt a philosophy in finance where work teams are encouraged to promote positive changes and be part of the decisions that are made in the company.
9. New leadership models and new corporate structures
The IT department, traditionally, is an appendix of companies to help in areas such as cost reduction, efficiency, among others. But, when digitization becomes a necessity, traditional business models can be opposed to innovation.
For this, there are 3 key aspects to consider:
Analysis of data
Seek information and insights to deliver better consumer experiences.
Without leaving the tools behind, it is essential to take advantage of the advances to meet current demand and take advantage of the opportunities of new business models.
Flexibility in methodologies
Automation emerges as the answer to the support needs of new business models. Adopting agile development measures and leveraging on metrics is crucial to optimize operations and better respond to market requirements.
Digitization is the new reality, and you will see even more fierce and rapid changes in the way we do business. Losing the fear of making mistakes and facing problems is what it will take to abandon old behaviors and embrace innovation.
Digitization is a constant process
To finish the central idea of this article, it is important to mention that digitizing a business is not something that is done once and left behind.
This digital transformation process needs to be accompanied daily and reviewed to adapt it to the needs of the industry in which it is located.
Remember to establish solid management metrics and indicators, which give you the possibility to measure, for sure, the development of your business and the impact of the digitization process.
It is convenient that this valuable modernization project segment it into different phases and stages, that you go through in a sustainable and orderly manner to a point where digital really prevails in operations.
Also, once you reach that ideal scenario, don’t stop! Maintain the same philosophy of continuous analysis and constant improvement.
Digitization is a process that brings different edges and critical aspects, which must be frequently optimized to meet new needs and potential emerging competitive factors.