Over the past 20 years, utilising technology and digital platforms has become a part of everyday life. We use digital platforms to communicate with each other, we use it to get around, and we use it for our education. Because digital technology has become so important to the everyday consumer, it makes sense that businesses should take the opportunity to adopt digital practices and make their business more accessible on digital platforms. In this article you will learn about a few ways to incorporate digital platforms into your business, and you will learn about the benefits that going digital will have.

Communicating with your co-workers

Digital platforms like Slack, Google Drive, Jira, HubSpot (to name just a few) can make communication in your business faster and more efficient.

Slack is an instant messaging program; the benefit of Slack is that you can create group chats with anyone who has access to the team slack channel – it is perfect for creating an instant chat group for anyone who is involved in a particular project to keep everyone informed and keep that information contained in one place. Instant messaging can be far more productive than relying on e-mail alone. Spam and junk mail, or even generic companywide emails, can really eat into a staff members productivity. With almost every message being relevant to the individual receiving it, instant messaging like Slack eliminates spam and increases productivity.

Jira is a project tracking system perfect for agile work environments. In Jira, your team can create projects, and as a team you can see the development of each project as it moves through a series of columns representing the various stages of a project i.e. “in progress”, “awaiting feedback”, “done” etc.

HubSpot is an all in one CRM tool; it can track and manage customer interactions and it can provide analytics for your team to forecast sales, revenue and productivity. The reason this is such a beneficial tool for internal communication is because other co-workers can log in and see the progress of any dialogue you may be having with a client or customer. Even when you think you have HubSpot all figured out, you’ll find there are more services that it has to offer.

Google Drive is a cloud storage system perfect for storing files and sharing them with your team. You can grant access to whomever you wish, and you can track any changes that individuals make to documents. Google Drive gives you 15GB of free data storage which is massive compared to the other major cloud storage programs like Dropbox which only gives you 2GB.

Customer interactions

Going digital has the potential to give businesses a clear advantage in increasing conversions, essentially because they have multiple ways of directly communicating with the customer. With a direct line of communication, they can find issues that are only visible from an outsider’s perspective and fix them to create a near flawless customer experience.

Adobe Experience Cloud is a series of products aimed at analysing the customer experience on your website to help you make informed decisions around marketing and user experience. You can literally follow the journey that customers make through your website, from one page to the next. When you notice unusual activity, or if there is a page that disrupts the ideal journey, then you can fix or re-design the pages causing issues. Adobe Experience Cloud isn’t the only digital analytics tool out there but (alongside Google Analytics) it is certainly one of the most notable.

Another way to put yourself in the headspace of your customer is to talk to them. Live chat software is a popular communication device for digital platforms. You can implement this software as a small unobtrusive chat window that appears on the side of the screen. If you customer makes any specific actions or if they reach any trouble points, you can immediately start chatting with them to solve the issue or push to make a conversion.

Brand awareness

Going digital doesn’t only refer to building and optimising a company website. Another way you can “go digital” is to embrace social media. Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Snapchat are all powerhouses of brand awareness. Social media is a platform that allows you to interact, engage, and explore the limits of your voice and tone directly with your target audience. The big bonus of social media is how easy it is to tap into targeted advertising. With a few clicks you can build a targeted audience of tens of thousands, some of which may never have seen your brand before.

Social media campaigns don’t necessarily need to contribute to sales or conversions directly. Brand awareness campaigns designed to increase exposure or interaction with your audience can be equally valuable to your overall growth as a business. Some businesses find it challenging to get to a sweet spot between sales and brand awareness – too much focus on brand awareness can get you lost in vanity metrics, too much focus on sales can lead to your brand becoming bland. If you want to learn more about embracing social media, check out this Red Wire article.

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Luke Ellery


Luke Ellery,

Luke is an enthusiastic writer with a background in creative writing and content marketing. He began his content journey in Auckland, managing a wedding blog. Luke considers himself a passionate grammarian and a thorough researcher; skills he undoubtedly picked up while completing his postgraduate studies in Ancient History. In his spare time, Luke peruses the specials aisle in the supermarket, and works to pay for the backyard that his future dogs deserve.