Streamlining your small business through technology
As your small business grows, you’re likely to find yourself wearing an increasing number of hats: marketer, bookkeeper, project manager and salesperson, to name a few. Juggling all these different roles can be exhausting, and of course, you don’t want your business to suffer if one function gets pushed to the backburner while you focus on another.
That’s why many owners use small business tools to automate or streamline processes. These tools can free up valuable time and help you avoid mistakes caused by less organised systems.
Todd Curran, founder and president of Savage Apparel Company, started his company in the mid-2000s, when software like QuickBooks was taking off online. Now, he says these tools have played a major role in almost every aspect of his business. The company uses QuickBooks online for accounting, Hootsuite for social media and Google Docs for collaboration.
“We have 13 people on our team, many of whom work remotely,” Curran says. “We normally use Google Docs for our internal order tracking so we can see where things are going.” Google Docs allows employees to make or view updates in real time, and Curran says the user-friendly interface makes it easy to onboard new team members.
Before you start thinking about tools that can help automate your business, you need to determine which tasks are the best candidates. As a general rule of thumb, standardised tasks are better for automation than variable ones. Ask yourself which tasks take the most time and why. It’s likely due to one of the characteristics outlined below. Use these to decide what to automate, and prioritise based on those that check multiple criteria:
It is best to familiarise yourself with the process and start automating a single, simpler task before moving to more complicated ones.
Here’s a look at several categories and tips for where small business software can help automate your business, with popular software options in each:
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1. Cloud storage
Storing your company’s data in the cloud rather than on local servers makes it easier for employees to collaborate when working from home or in other locations. Plus, if your local servers fail or they’re destroyed in a fire or natural disaster, your work can be automatically backed up so you won’t have to recreate it. Improved encryption and security certificates also make this a secure and inexpensive option for storing files.
Curran’s team uses Dropbox, but other practical cloud storage choices include Microsoft OneDrive and Google Drive, all of which have low- or no-cost packages for businesses. Dropbox lets you earn free storage, OneDrive comes with the Office 365 suite and Google Drive lets you allocate additional storage to the Drive. If you need more space, you can get 1 TB of storage from all three options for £10 or less per month.
Consider a cloud solution if you need:
2. Financial and business management
If your team is organising an event, completing work for a client or planning a new marketing campaign, projects with many moving parts can get derailed if people don’t have the information they need or understand timelines. Project management tools such as Trello, Asana, Basecamp and Wrike can help your team stay organised so everyone knows what’s due when and can easily access the documents or project specs they need. Instead of sifting through endless emails, Trello lets you tag team members to assignment “cards” and clarify tasks, while Basecamp includes a “Campfire” chat feature for collaboration. All four offer free versions or a 30-day trial (Basecamp).
Even if you’re a sole proprietor, you might consider software tools like these to organise projects for yourself or as you add employees or contractors to your team. You can also check out free versions of note apps like Evernote where you can create to-do lists, contact logs and perform other task management. You can check off tasks as you complete them, which should give you a sense of accomplishment.
Consider an organisation or project management solution if you need:
3. Organisation and project management
Closely monitoring cash flow and expenses is key to ensuring small business success. If you’re using an Excel spreadsheet or a paper ledger to keep track of your business’ finances, you could be in for huge headaches come tax time. Bookkeeping or accounting software can produce slick-looking reports, statements and invoices, track your sales and expenses, and otherwise help you stay on top of your finances. Most importantly, you’ll be able to see how much money is coming and going.
Curran’s company uses QuickBooks, but other small businesses also use options like Xero or Zoho Books. For additional time savings, you can say goodbye to data entry with tools like Receipt Bank—just send them your receipts - from desktop or even a photo from your phone - and they’ll scan them and automatically send to Xero. QuickBooks and Xero both offer a free 30-day trial, and all three offer packages for £10 or less per month.
If you need help with budgeting, you can also consider software like You Need a Budget (YNAB), which will help you track where your money is going and ensure you don’t overspend. It’s an American company, but there is an option to change the currency to pounds. There are also free online tools like Mint where you can link all your accounts to see an aggregate view of your finances with helpful charts, savings progress and monthly bill reminders.
Consider a financial or business management solution if you need:
4. Email marketing
There are more professional ways to send marketing emails than cobbling them together from your own email address. On top of that, the Privacy and Electronic Communications Regulations 2003 prohibits businesses from sending mass commercial emails without subscriber opt-ins and a way for recipients to unsubscribe if they choose.
Using a professional email tool like MailChimp (which has a free version if you have fewer than 2,000 subscribers) or Constant Contact (which offers a free trial) ensures that your business complies with these guidelines and also gives your emails a more professional feel. These tools let you tweak different design templates, segment your recipient list according to different criteria and view analytics on how many recipients open and click the emails, and more. You can also set up automated emails for order confirmations and delivery notifications. MailChimp integrates with popular ecommerce providers as well.
Consider an email marketing solution if you need:
5. Customer Relationship Management (CRM)
If you’re keeping track of customer leads and contact information on Post-its or in an address book, then your customer interactions probably aren’t as organised as they could be. CRM software ensures that you never miss an opportunity and can easily find contact details.
Another benefit is that as your business grows, everyone will have access to customer information so that you’re all on the same page. That means customer relationships aren’t lost when an employee leaves the company. Zoho CRM is free for up to 10 users, and other options for small business CRMs include Salesforce, Infusionsoft and Insightly. Salesforce has a free 14-day trial of their starter version, Infusionsoft is tailored to small businesses and you can try Insightly for free for up to two users.
If you’re not yet ready to make the jump to CRM software, set up your own database in Microsoft Excel or Access where you can store contact information and log customer interactions like when (and how) you last contacted them.
Consider a CRM Solution If You Need:
6. Social media management
Constantly checking and posting on multiple social media channels isn’t feasible for most business owners, yet they still want to maintain a strong social media presence. Online tools like Hootsuite, Sprout Social and SocialOomph allow you to schedule posts in advance, view mentions and generate reports all from a single dashboard instead of juggling multiple apps or website logins. The first two have free 30-day trials, while SocialOomph has a free and paid version with a 7-day free trial before you commit.
Curran uses Hootsuite for his company: “The nice thing about that is you can schedule out everything that you want, weeks, even months in advance and have analytics included with it,” he says. However, scheduling everything without responding in real time can feel impersonal, so Curran makes a point to also post more spontaneous social media updates in between the scheduled posts.
If you’re still not sold on a tool, set up a content calendar so you have a clear view of your messaging with designated dates to ensure regular engagement on your channels.
Consider a social media management solution if you need:
7. Customer support management
Excellent customer service can be an effective way to set yourself apart and create repeat customers. However, as your business grows, it might become challenging to keep up with the sheer number of questions that flood your voicemail or inbox. You don’t have to give up that personal touch by automating your customer support. Online help desks can help manage high volumes of customer inquiries in a central hub of communication.
Most tools operate via a ticketing system that logs customer conversations, which can be categorised by topic and sorted, prioritised or assigned to different employees within your business. If the bulk of your inquiries come via email, check out Help Scout. It’s known for being easy to set up and implement. Plus, they offer a “freemium” plan.
For more basic solutions, ensure you have addressed common questions in your policies or FAQs (Frequently Asked Questions) on your website. Also, encourage customer communication through a contact form with a drop-down menu for “reason for contact” so you can sort messages by issue type and respond more efficiently. Today’s customers expect an almost immediate response, so make it a habit of checking your messages once or twice a day. You can also create templated responses to common issues so it only requires a few quick customisations to respond.
Consider a customer support management solution if you need:
To ensure the best fit for your business, take advantage of free trials so you can try each tool and get a feel for how it works. If it fills a need and helps your business run more smoothly, a fee may be well worth the cost. After all, time you’re no longer wasting searching for a customer’s phone number or sorting through a shoebox of receipts is time you can spend growing your business instead.
Tips for maximising business technology:
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