The Pandemic-Induced Digitization of Small Business Has Leveled the Playing Field: Are You Ready to Play Ball?

Welcome back to Small Business Straight Talk, a weekly newsletter covering small business topics and highlighting the best small business resources. I am the editor of CO— by the U.S. Chamber of Commerce. You can sign up for CO—’s newsletter here and follow us on LinkedIn here. 

While many small businesses are already technologically sophisticated, the vast majority of mom-and-pop shops are too busy surviving the day-to-day to invest in and learn new technology. That was the case, at least, until the pandemic hit. A sudden shift toward e-commerce and contactless customer service and delivery forced many small businesses to take technological leaps they’d been putting off for years. The result is that they’ve never been better positioned to compete with bigger businesses. 

If your business is in the midst of making big technological changes, I’ll hope you’ll join me next week on Thursday, May 27, for a virtual event on Digitizing Your Small Business. I’ll be joined by Kyle Harper, AI Strategy Director for Dell Technologies and small business owners who will share their own experiences with taking new and challenging technological leaps. You can register to attend for free here. 

In the meantime, here are some examples of how small businesses are leveraging technology to level the playing field post pandemic:

Leveraging brand-building tools: It’s never been easier to create a digital brand. From design tools like Canva to “brand-making kits” like Pietra, entrepreneurs and influencers gain access to assets and branding tools that level the playing field with bigger competitors. 

Go totally virtual: Many restaurants - both big and small - are moving to a delivery-only model in some areas. The move saves costs on dining space and is powered by strong ordering and delivery technology that has become more affordable even for smaller businesses. See how brands like Applebee’s and Denny’s are employing the concept and how small businesses might adapt it, too. This approach is working for lots of other business types, too, cutting down on office costs and connecting with customers completely virtually.

Parter up on purchases: Layaway used to be an arrangement between a store and a customer. Today, there are many third party companies making it possible for businesses - even small ones - to offer customers the option to pay over time - a big advantage for businesses with large competitors. You can learn more about how to offer payment plans via a third party app here. 

Focus on Facebook: Small businesses have never had the ability to reach so many potential customers as they do with social media. Facebook, in particular, continues to innovate and create tools that help businesses fully conduct transactions and connect with customers on its platform. Check out the latest small business tools Facebook has rolled out. 

Embrace online marketing: Online marketing tools are probably the most powerful technology available to small businesses right now. With a relatively small budget, you can reach a very targeted customer base. And because you’re small and nimble, you can adapt your marketing plan quickly to ensure the best result. If you’re new to digital marketing, start with these courses. If your company is a little more advanced and you’re thinking of hiring an online marketing firm, here’s some guidance on how to find the right one.   

Jeanette Mulvey is a passionate advocate for small business and the Editor in Chief of CO— by the U.S. Chamber of Commerce. Follow CO— on Instagram!