Technology, for most of us, has been a fantastic thing which has helped our businesses to grow. But for some of us, understandably, it’s driven us into somewhat of a panic. After all, traditional businesses may have had reason to stress. Having done something a certain way for potentially decades, the Internet in particular came along and threatened their business models. Smart businesses, however, were able to adapt this to their advantage.
Take Paperstone, for example. Whilst their business only started 10 years ago (and is consequently happily celebrating its tenth birthday at present!) the secret to their success was quickly learning the best ways to succeed. Orignally, their products (traditional office supplies) were showcased in a catalogue. This is all very well and good, but in 21st century commerce, it is of course much better to be online. That’s why, just one year later in 2005, Paperstone invested in a website. This was clearly the best thing that they could have done – learning from the economic environment so rapidly is probably the main factor as to why they have remained in business and doing so well. By 2009, they’d even started winning awards!
The inevitable introduction of social media to Paperstone’s marketing in 2010 really sealed their prospects. They’ve managed to roll with the times, through thick and thin since their initial setup. If we look at their Twitter feed today, it’s their management that really helps highlight them as leaders in the field. Although modest, their following is engaged with a mix of business and light hearted Tweets, pushing their presence, and, as a result, their sales. Whilst their products aren’t all the most modern, their sales tactics are, and that’s the main thing. In 2012, Paperstone were even winners of the BOSS Federation e-tailer of the year award. It’s a testament to how far they’ve come.
So, like Paperstone, if you want to succeed with a traditionally more historical business model, you have to learn to integrate. This doesn’t necessarily need to mean huge changes to what you do – it’s just how you do it that counts. Remember, we all still need products that aren’t based in technology, but most of us now interact with these products – and conduct our daily lives – online. By bringing yourself in line with modern practices, digital marketing as well as a social strategy, you’ll be more than equipped to turn over higher profits.
