Year 19th November 2020

Within the more highly digitalised companies, you will also probably hear conversations at work like: "Can you organise a Slack meeting for Tuesday's discussion? ", "You'll find all the documents on Sharepoint." "It'll be a videoconference", "I've integrated the new products onto the sales site"... The list goes on! However, although the general use of digital platforms in Swizerland is above the global average, we can see that companies are not yet fully digitally geared up. The digitisation of SMEs has been underway for several years now, and although many of them are investing in it, the processes involved are often poorly optimised. What are the key steps that make you a digital company? Digitalising your SME doesn't just mean sending e-mails and having a Facebook page. It also means implementing profound internal changes that require you to reshape your business model, your marketing strategy and your internal company processes. Let's take a look at the steps of this process! Rethink your business model To start off, it's important that your value proposals, targets, resources, sales and communication channels, budget and return on investment need to be digitally revisited and reviewed; this cannot be done without an audit of your company and a market analysis. These two elements will provide you with a better overview and will help you identify the optimal ways to reach out to your customers in a digital environment. Only with a clear and defined business model can you build an effective communication strategy that will meet your objectives. At Mondays, we can guide you in this important first step on the road to becoming digital! Digitalisation of internal processes This step is generally the most easily implemented by Swiss SMEs. However, setting up a customised e-mail and transferring files via Wetransfer does not completely turn you into a digital company. The underlying objective is to reduce unnecessary actions in your daily business life and to centralise information. There are many tools that make it easy to set up cloud computing systems, including the well-known Google and Office suites. If Big Tech corporations scare you or just aren't your thing, then rest assured: you can also opt for the 100% Swiss-made solution from, which offers you an entire package of free software to help you digitalise your company. Having your internal processes centralised and accessible at all times is a significant time and energy saver for a small, growing SME. Communication platforms Websites Your website is the backbone of your communication. Did you know that in 2019, 90% of Swiss consumers used the Internet, and that more than three-quarters used it to consult a company online before making contact with them? If we take into account the Covid-19 pandemic in 2020, these statistics are undoubtedly much higher today. For your website to be effective, it must not only be enjoyable to look at; it must also be optimised, responsive, connected to your social networks and be sufficiently well referenced within search engine results to have a strong impact on your customers but also on potential prospects. Audiences have become more and more demanding, and companies that do not have a web presence face huge amounts of competition, which is a very challenging obstacle to overcome. Social networks Your new marketing strategy must absolutely take your digital presence into account. Customer relations now mainly happen online. The ease and speed with which information can now be shared allows for a much faster word-of-mouth effect than was previously possible! But how to avoid drowning in the mass of information shared every day on these digital platforms? First of all, you will have to make a choice; you will have to choose which communication platforms will really be useful to you, based on a global analysis of your market and your products. Each platform has its own rules and its own audience. You will find it more difficult to sell your flowers on Twitter than on Instagram, for example. Next, you will need a strategy adapted to your objectives that will decide which of the two platforms will be the best suited for you. Then you will need a strategy tailored to your objectives, which will decide what you show to whom, how, when and where. It is important to create relevant content to maintain your community (that is, your established customer base); you should also consider paid advertising campaigns designed to reach new people who might be interested in your products/services. Finally, your publications and the behaviour of your customers can then be analysed in order to identify and adapt your strategy to their needs and expectations. In this way, your company can quickly react and redirect its services without having to wait for the annual review to make decisive observations. Improving your presence and marketing abilities on social networks, as well as more generally guiding you and the digitalisation processes of your company, is our daily business at Mondays. Our specialists in market analysis, strategy, production and management are here to help you. Contact us if you have any questions or if you wish to discuss a project!

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