11 rules for technology success
Post on 17-Oct-2014
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Small Business Technology Tour 2012 - http://www.smallbiztechtour.com (sponsored by Intel)TRANSCRIPT
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11 RULES FOR TECH IN BUSINESS
SUCCESS
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Infusionsoft, Regional Development Director (NY/NJ)
Smallbiztechnology.com, Editor & Technology Evangelist
Author, “Facebook Guide to Small Business Marketing” (Amazon.com best seller), Event producer, speaker, journalist, piano player, FBI Citizens Academy graduate and some more
Ramon Ray - @ramonray
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DematerializationFreemium GamificationOn Demand Workforce Crowd CreationCrowd FundingData Mining and Business Intelligence
TECH AND YOUR BUSINESS
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1. Invest2. Outsource3. Educate4. Don’t Technologize a Bad Business Process5. Customer & Prospect Systematic Marketing (CRM)6. Cloud (online) Computing7. Security8. Mobility9. Web Site10.Email Marketing11.and Social Media
11 RULES OF TECH SUCCESS…
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RULE # 1 - INVEST IN TECHNOLOGY
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takes timenot get rich quicklook at options
INVEST IN TECHNOLOGY
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Stop thinking of technology as a pain
Stop thinking of technology as something dreary
Stop thinking of technology as an expense
INVEST IN TECHNOLOGY
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1. Can the tech I’m buying today grow with my business
2. Can the tech connect with other technologies3. Does the vendor provide great technology
support4. Who else is using the technology I’m buying5. What are my future business plans – does the
tech I’m buying match6. Is there an ecosystem of for the tech I’m buying7. Am I the first one investing in this tech
7 TECH INVESTMENT QUESTIONS
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RULE #2 - OUTSOURCE
TECHNOLOGY
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Your time is valuable and limited
Your tech expertise is limited
TECH RULE # 2 – OUTSOURCE TECH
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Your results will be crappyOther things will sufferYou won’t look professionalYou’ll lose salesThe earth will open up and swallow you
TECH RULE #2 – OUTSOURCE TECH
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1. Has the person I’m hiring helped other businesses in my industry
2. What are the referrals of the vendor I’m working with
3. Does the vendor have a track record of success4. Are they a startup and hungry for my business
(or new)5. Are they a big company with maturity (or where I
might not be important to them)6. Does the vendor work well with businesses of my
size7. Do I need to know the owner
7 OUTSOURCE TECH QUESTIONS
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RULE #3 - EDUCATE YOURSELF
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Don’t be a nerd or geek
Be an educated business owner
Ignorance is not bliss. It’s stupidity and slow death
Technology is scary to those who don’t know
Everything is hard and confusing if you aren’t trained or informed
TECH RULE #3 – EDUCATE YOURSELF
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Read magazines with IT columns
Attend technology events (like today)
Take online courses (email marketing, etc)
TECH RULE #3 – EDUCATE YOURSELF
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Grovo.comFree resources from your vendorGoogle HelpSupport.microsoft.comSCORE, Chambers and other give many
free (and fee based) eventsHire a consultant to train you
TECH EDUCATION RESOURCES
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RULE #4 - DON’T TECHNOLOGIZE A BAD
BUSINESS PROCESS
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Tech NOT the answer for poor hiring
Tech NOT the answer for a bad biz process
Tech NOT the answer for poor customer service
Tech is NOT the answer for low employee moral
Tech NOT the answer for an idot boss
RULE #4 – DON’T TECH A BAD BIZ PROCESS
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TECHNOLOGY WILL ONLY HELP A “BAD” PROBLEM GET BAD
FASTER
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1. Are you speaking to someone with gray hair (a mature business owner)
2. How would your business operate without tech
3. Map out your businesses processes – then layer technology
4. Hire for aptitude, character and attitude – you can train good people to do great things
5. Appreciate the technical aptitude of your team
5 TECH & BAD BUSINESS THOUGHTS
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RULE #5 - TREAT CUSTOMERS SPECIAL
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All customers are not the same
Segment your customers
Sell to the right customer
Sell them at the right time
Sell them the right thing
RULE #5 – TREAT CUSTOMERS SPECIAL “CRM”
Amazon.com – king of personalization
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Treat all customers as if they were the only one
Know what customers want and giving it to them
Implement Lifecycle Marketing
“CRM”
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1. Target Audience2. Attract Traffic with Lead Magnets3. Capture Leads4. Nurture Leads (Prospects)5. Convert to Sales6. Deliver and Delight7. Upsell8. Referrals
LIFECYCLE MARKETING
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Give Ramon your business card. He’ll email you a copy of Lifecycle Marketing principles
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RULE #6 - LEVERAGE ONLINE SOFTWARE
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Faster implementation
Grows with your business
Easier on cash flowAutomatically
backed upGreat for virtual /
distributed teamsAutomatic updates
RULE #6 – LEVERAGE ONLINE SOFTWARE
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ON PREMISE SERVERS ARE NICE. MOST BUSINESSES
CAN BE ONLY “IN THE CLOUD”.
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Google Apps – Microsoft Office 365 (communication and collaboration)
Asana – (Task management)Dropbox – file sharing and
synchronizationEvernote – life management (notes, etc)Web browser add-onsEmail add-onsYoutube
ONLINE SERVICES
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RULE #7 - SECURE COMPUTING IS SMART
COMPUTING
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Hackers love you love your data
Be cautious onlineEducate your staffHave secure passwordsBackup your
informationBe wary of internal
security breaches ie “rogue employees”
Wireless computing – be nervous
RULE #7 – SECURE COMPUTING
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AVG.comSymantec.comMicrosoft.com/security
SECURE COMPUTING RESOURCES
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RULE #8 – LEVERAGE THE POWER OF
MOBILITY
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As productive OUT of your office as IN your office
Office services should be “out of office accessible”: fax, telephone, voice mail, email, files
RULE #8 – MOBILE PRODUCTIVITY
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Learn to use mobile tools
Have the right apps on your phone
Test a variety of mobile devices
Have redundancy Test before you use in
the field
MOBILE TIPS
Don’t be cheap!
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Right phoneRight network (AT&T,
Verizon Wireless, Tmobile, etc)
Right appsRight accessoriesRight mobile devices
(tablet, notebook)
MOBILE 101
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A Tour of Ramon’s Backpack
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RULE #9 - UPGRADE YOUR WEB SITE
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Your web site is YOUOld web sites scream “Don’t buy from me”’Your web site should sell for you 24/7Great design matters (ie Steve Jobs)Superfluous design sucks, wastes time and is
distractingBuild in social featuresRESOURCE: www.10websitemusts.com
RULE #9 – UPGRADE YOUR WEB SITE
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Low costQuick“Easy”Good enough for
most
Larger investment
Takes timeCustom madeYour time can be
on something elseExpertly done
DIY VS WEB DESIGNER
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WixSquarespaceOnePagerJimdoIntuit web sites
DIY WEB DESIGN SERVICES
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RULE #10 - EMAIL MARKETING IS NOT
DEAD
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Nurtures Relationships
Loyal customersEveryone is not a
Social Media addict
RULE #10 – EMAIL MARKETING NOT DEAD
Ramon’s $5,000
Email Story
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Great subject lines
Great contentMeasure analyticsNot too often.
Not too infrequent.
Be informative.
EMAIL MARKETING
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RULE #11 - SOCIAL MEDIA IS NO JOKE
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1. Frequent2. Relevant3. Engaging4. Analytics
FOUR SIMPLE SOCIAL MEDIA TIPS
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Your customers and your customer’s mothers are social
Create a simple strategy
Educate employees (The wrong Tweet could get someone fired or worse)
Each social media network is unique
RULE #11 – SOCIAL MEDIA IS NO JOKE
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Social media is not everything.
“Old fashioned” marketing works
Be wary of social media consultants
SOCIAL MEDIA IS NOT EVERYTHING
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1. Invest2. Outsource3. Educate4. Don’t Technologize a Bad Business Process5. Customer Marketing6. Cloud (online) Computing7. Security8. Mobility9. Web Site10. Email Marketing11. Social Media
11 RULES OF TECH SUCCESS…
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Give Ramon your business card and he’ll email you a copy of Lifecycle Marketing