10 Reasons why your SME can't survive without a CMS
There are lots of things SMEs can’t survive without. Customers, obviously. Cash flow, certainly. Coffee, definitely. But the one thing that underpins the success you’re likely to achieve in today’s digital landscape is your Content Management System (CMS). Keeping up with the speed of change in digital technology and everything it has to offer can be overwhelming, even for the largest organisations. But there are many reasons why your SME can’t survive without a CMS. We’ll start with these ten:
1. Digital era SMEs need content to thrive
Content marketing has become a mainstay for successful SMEs. It’s a must to differentiate your business and engage meaningfully with customers. At the very least, it’s how people find your business and get to know what you do. For businesses further down the digital path, producing high quality content is an important step towards digital transformation. It fuels the technology you invest in, and the way you interact with potential and existing customers. If you’re not on the content train, we highly recommend you start now by including content marketing in your overall digital strategy.
2. Multi channel marketing isn't a fad
In the old days, “content” was a reference to “what was on your website”. But the digital landscape has changed so much now that we discuss managing content channels. This simply means managing content of all different kinds that people use to interact with your business via desktop, tablet or smartphone across multiple company websites, intranets, and social networks.
The list of ways to present content online is growing everyday. Blogs, vlogs, video, infographics, live sessions on social media, and webinars are being produced much more readily. This means having the tools and resources to continually update your channels with fresh content for people to interact with on a regular basis is important. This is where the new breed of CMS like Squiz Matrix come into their own.
3. You need to publish content consistently
Creating a consistent experience across all your channels is important for customer engagement and will place you a step ahead of your competition with regards to your branding. However, consistent relationship marketing can be vulnerable if it’s not supported by a CMS designed to enable rapid content publication from all levels of business without high levels of technical expertise. A CMS with flexible workflow around content authoring and publication is a must have. This will allow you to repurpose content for sharing across multiple systems, apps and sites – essential for SMEs who really want to engage with customers on the channels they’re using (not just the ones your current CMS allows you to publish to).
4. What gets automated gets done
Scheduled publishing is another big bonus that comes with using a CMS. SMEs who want to get serious about their customer relationship marketing are turning to their CMS to automate their content updates – like blogs, social media posts and email marketing. If your CMS doesn’t make it easy to publish content rapidly at scheduled times across multiple channels, then it’s time to switch. At OSE, we use Squiz Matrix for our web development projects because it does all the good things on this list and much more.
5. Built-in technical support
One of the central benefits for SMEs who invest well in their CMS is ‘buying back’ time and business resources to focus on core business objectives. For SMEs keen to keep their operations as streamlined as possible, choosing a CMS that offers a ‘software as a service’ hosted solution is often the way to go. Using a hosted CMS avoids the need to maintain all the technical infrastructure and operational capability required to run a CMS in house. There are literally hundreds of different CMS vendors and support services out there; all with different capabilities. The system and level of support you need depends on many variables, including thoese recently published in an interesting article discussing how to choose a CMS for your business.
6. Successful SMEs don’t stand still
The most successful SMEs aren’t the kind to stand still in the face of increased competition or industry changes. CMSs are packed full of tools to support SMEs who want to be agile and flexible in the way they do business. For example, saving development time when building custom web pages and features can make all the difference when it comes to how long it takes to bring a new idea to market; to roll out and communicate changes to staff and customers; and your overall response to industry demands and changing business needs. Which brings us to the next point.
7. What happens if you have multiple websites?
In the same way a SME may operate more than one business, you can run more than one site using a single CMS. Some of you will know this already, but it’s so important we didn’t want to miss it out. Take the time to research your options and work with a partner who understands your business, including any clearly defined future directions. Ideally the result will be a flexible partner and CMS that can grow with you.
8. Increase value not costs
In business, every dollar counts. Whether you’re investing in updating your website, new systems, or an app, you need to know it’s worth it. When it comes to your CMS, all this functionality comes at a price. But you should be able to see a clear return on investment. A product may be deceptively easy to use and still have a world of tools, features and functions ready to be unlocked when you need them. At the same time, being tied to a CMS that only achieves half of what you want, may result in a costly content migration process, so ensure you do your due diligence.
9. Digital is a team effort
Doing business in the digital age is a team effort, and using your CMS is no different. Working with a CMS requires a level of attention, training and support similar to inducting a new staff member. But it has to pull its weight. So many providers deliver solutions that fall short because they don't increase their clients' profitability or save them time. OSE’s mission is to deliver on your project requirements and uncover ways to increase your businesses' overall profitability using technology. Talk to us anytime about how we can help you with your ROI-driven web development.
10. Do business, better
In the fast paced digital world we live, being able to access support is vital. Using a CMS allows you to lean in and learn from others in the same CMS community. With this in mind it helps to choose a CMS that has loads of resources available to assist you to unlock the potential in your systems and data, including free resources and training opportunities. If you’re considering Squiz Matrix, there are some good ones here.