11 rules for technology success

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Small Business Technology Tour 2012 - http://www.smallbiztechtour.com (sponsored by Intel)

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11 rules for technology success

  1. 1. 11 RULES FOR TECH IN BUSINESS SUCCESS 1
  2. 2. 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
  3. 3. TECH AND YOUR BUSINESS Dematerialization Freemium Gamification On Demand Workforce Crowd Creation Crowd Funding Data Mining and Business Intelligence 3
  4. 4. 11 RULES OF TECH SUCCESS… 1. Invest 2. Outsource 3. Educate 4. Don’t Technologize a Bad Business Process 5. Customer & Prospect Systematic Marketing (CRM) 6. Cloud (online) Computing 7. Security 8. Mobility 9. Web Site 10.Email Marketing 11.and Social Media 4
  5. 5. RULE # 1 - INVEST IN TECHNOLOGY 5
  6. 6. INVEST IN TECHNOLOGY takes time not get rich quick look at options 6
  7. 7. INVEST IN TECHNOLOGY Stop thinking of technology as a pain Stop thinking of technology as something dreary Stop thinking of technology as an expense 7
  8. 8. 7 TECH INVESTMENT QUESTIONS 1. Can the tech I’m buying today grow with my business 2. Can the tech connect with other technologies 3. Does the vendor provide great technology support 4. Who else is using the technology I’m buying 5. What are my future business plans – does the tech I’m buying match 6. Is there an ecosystem of for the tech I’m buying 7. Am I the first one investing in this tech 8
  9. 9. RULE #2 - OUTSOURCE TECHNOLOGY 9
  10. 10. TECH RULE # 2 – OUTSOURCE TECH  Your time is valuable and limited  Your tech expertise is limited 10
  11. 11. TECH RULE #2 – OUTSOURCE TECH      Your results will be crappy Other things will suf fer You won’t look professional You’ll lose sales The earth will open up and swallow you 11
  12. 12. 7 OUTSOURCE TECH QUESTIONS 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 success 4. 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 size 7. Do I need to know the owner 12
  13. 13. RULE #3 - EDUCATE YOURSELF 13
  14. 14. TECH RULE #3 – EDUCATE YOURSELF  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 14
  15. 15. TECH RULE #3 – EDUCATE YOURSELF Read magazines with IT columns Attend technology events (like today) Take online courses (email marketing, etc) 15
  16. 16. TECH EDUCATION RESOURCES Grovo.com Free resources from your vendor Google Help Support.microsoft.com SCORE, Chambers and other give many free (and fee based) events Hire a consultant to train you 16
  17. 17. RULE #4 - DON’T TECHNOLOGIZE A BAD BUSINESS PROCESS 17
  18. 18. RULE #4 – DON’T TECH A BAD BIZ PROCESS  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 18
  19. 19. TECHNOLOGY WILL ONLY HELP A “BAD” PROBLEM GET BAD FASTER 19
  20. 20. 5 TECH & BAD BUSINESS THOUGHTS 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 20
  21. 21. RULE #5 - TREAT CUSTOMERS SPECIAL 21
  22. 22. RULE #5 – TREAT CUSTOMERS SPECIAL “CRM” Amazon.com – king of personalization 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 22
  23. 23. “CRM” Treat all customers as if they were the only one Know what customers want and giving it to them Implement Lifecycle Marketing 23
  24. 24. LIFECYCLE MARKETING 1. 2. 3. 4. 5. 6. 7. 8. Target Audience Attract Traffic with Lead Magnets Capture Leads Nurture Leads (Prospects) Convert to Sales Deliver and Delight Upsell Referrals 24
  25. 25. Give Ramon your business card. He’ll email you a copy of Lifecycle Marketing principles 25
  26. 26. RULE #6 - LEVERAGE ONLINE SOFTWARE 26
  27. 27. RULE #6 – LEVERAGE ONLINE SOFTWARE Faster implementation Grows with your business Easier on cash flow Automatically backed up Great for virtual / distributed teams Automatic updates 27
  28. 28. ON PREMISE SERVERS ARE NICE. MOST BUSINESSES CAN BE ONLY “IN THE CLOUD”. 28
  29. 29. ONLINE SERVICES Google Apps – Microsoft Office 365 (communication and collaboration) Asana – (Task management) Dropbox – file sharing and synchronization Evernote – life management (notes, etc) Web browser add-ons Email add-ons Youtube 29
  30. 30. RULE #7 - SECURE COMPUTING IS SMART COMPUTING 30
  31. 31. RULE #7 – SECURE COMPUTING  Hackers love you love your data  Be cautious online  Educate your staff  Have secure passwords  Backup your information  Be wary of internal security breaches ie “rogue employees”  Wireless computing – be nervous 31
  32. 32. SECURE COMPUTING RESOURCES AVG.com Symantec.com Microsoft.com/security 32
  33. 33. RULE #8 – LEVERAGE THE POWER OF MOBILITY 33
  34. 34. RULE #8 – MOBILE PRODUCTIVIT Y As productive OUT of your office as IN your office Office services should be “out of office accessible”: fax, telephone, v oice mail, email, file s 34
  35. 35. MOBILE TIPS  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 Don’t be cheap! 35
  36. 36. MOBILE 101  Right phone  Right network (AT&T, Verizon Wireless, Tmobile, etc )  Right apps  Right accessories  Right mobile devices (tablet, notebook) 36
  37. 37. A Tour of Ramon’s Backpack 37
  38. 38. RULE #9 - UPGRADE YOUR WEB SITE 38
  39. 39. RULE #9 – UPGRADE YOUR WEB SITE  Your web site is YOU  Old web sites scream “Don’t buy from me”’  Your web site should sell for you 24/7  Great design matters (ie Steve Jobs)  Superfluous design sucks, wastes time and is distracting  Build in social features  RESOURCE: www.10websitemusts.com 39
  40. 40. DIY VS WEB DESIGNER Low cost Quick “Easy” Good enough for most Larger investment Takes time Custom made Your time can be on something else Expertly done 40
  41. 41. DIY WEB DESIGN SERVICES Wix Squarespace OnePager Jimdo Intuit web sites 41
  42. 42. RULE #10 - EMAIL MARKETING IS NOT DEAD 42
  43. 43. RULE #10 – EMAIL MARKETING NOT DEAD Nurtures Relationships Loyal customers Everyone is not a Social Media addict 43
  44. 44. EMAIL MARKETING Great subject lines Great content Measure analytics Not too often. Not too infrequent. Be informative. 44
  45. 45. RULE #11 - SOCIAL MEDIA IS NO JOKE 45
  46. 46. FOUR SIMPLE SOCIAL MEDIA TIPS 1. 2. 3. 4. Frequent Relevant Engaging Analytics 46
  47. 47. RULE #11 – SOCIAL MEDIA IS NO JOKE  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 47
  48. 48. SOCIAL MEDIA IS NOT EVERY THING Social media is not everything. “Old fashioned” marketing works Be wary of social media consultants 48
  49. 49. 11 RULES OF TECH SUCCESS… 1. Invest 2. Outsource 3. Educate 4. Don’t Technologize a Bad Business Process 5. Customer Marketing 6. Cloud (online) Computing 7. Security 8. Mobility 9. Web Site 10. Email Marketing 11. Social Media 49
  50. 50. Give Ramon your business card and he’ll email you a copy of Lifecycle Marketing 50
  51. 51. THANK YOU ramon.ray@infusionsoft.com 51

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