What's on your 2010 Technology Plan?
Today’s post is by Andy Hayes.
Have you started thinking about your strategic plans for technology in 2010? If not, you probably should.
If This is You, Stop Reading
For some of you, the winter holidays is a perfect time to stop, take stock and reflect on the year, and work out a plan to really nail your market in 2010. While I cannot say I am a big fan of New Year’s Resolutions (as you should be monitoring, measuring, and changing course throughout the year, not just at the end), many businesses find themselves at a natural break during this period.
However, if you’re a winter sports tour operator or ski lodge, you probably shouldn’t be reading this. If it is your busy period in your part of the world, file this away and add a note on your calendar to read when things are less hectic. I’ll still be here. 
So, about your plan…
The world of technology is changing at rapid-pace; even I struggle to keep up with Google’s parade of hits and the non-stop influx of travel tech startups. To make things worse, we can get so lost in the busy haze of the day-to-day that we forget to come up for air and take a look at the big picture. That’s no good for us, and that’s no good for our customers.
Don’t get overwhelmed with all that. Open up your calendar right now and find 1-2 hours to spare. More time if you can, but at least that. Find a quiet place where you won’t be bothered, and think about what is important to do for your business and how you might go about doing it.
At the end of your ‘big thinking’ time I want you to have a list of things you’re going to do in 2010 to improve your online presence. It might be just one really great thing, or maybe it’s 10 tweaks. It doesn’t matter how long, what matters is tasks that will make you a better online brand.
Suggestions for your 2010 To Do List
Here’s some suggestions to help get you started. Everyone’s different, so some of these you might already be doing, and others you might find that ‘eureka’ moment:
- Review your products and services pages – those sales pages could probably use a brushing up and some new images. While you’re add it, is there anything that should be dropped? New service to add?
- Online availability – is it finally time for you to add online, real-time availability to website? This isn’t the right choice for everyone, but with all the great products available on the market – such as Rezgo – the reasons for not doing so are fewer and fewer.
- Check your search rankings – my colleague Sara Borghi recently said 2010 will be a big year for search and travel, and I think she’s right. There is lots of change underfoot. But the principles for search optimisation aren’t changing, so it is time to check your keywords, sitemaps, linking strategies.
- How’s your branding? Looking good is very important these days; with so many products on the market regardless of the niche, a professional online presence that has personality and pizazz is a must-have. Do your graphics need a spring cleaning?
- Social Networking – did you setup that Facebook Fan page then just leave it to rot? Nobody said social networking is easy, but if you spread yourself too thin others will recognise it. Choose two or three networks that you’ll rock; I suggest at least one of them is a good forum related to your niche.
- Who are your GDS partners? Small suppliers can really benefit from a listing in a GDS (global distribution system), whether it is a very small niche outfit or one of the larger aggregators. So, do you have any GDS listings? Who would be the best partner?
- Get an External Opinion. Sometimes you’re just too close to see the little things that might be causing problems. Get someone else to tell you how your online presence looks from their perspective. You have to find someone that a) is either in your target market or understands it, and b) will be honest. Pay for it if you have to. But get the feedback. In this case, I mean someone who has never heard of you before.
- Get some Customer Feedback. Similar to the above, but different. Someone who’s gone through your buying cycle might and made it through the hoops might not notice (or will have forgotten) some of the bumps along the way. But they will remember some things. This is probably less about technology and more about good business, but make sure you’re asking customers what they think. The good and the bad – you need to hear it.
- Less is more. Is there content on your website that isn’t adding any value? Get rid of it. Especially your home page – if people are given too many options, they choose none. Less is more.
- Add More Value. Give, give, give. If you have an email newsletter, can you give customers more amazing stuff (whether it is content, discounts, information, or just bigger, prettier pictures)? If you have a blog, is it time to turn it up a notch and cover topics that customers are craving more information about? Give 10 times more and you’ll get 100 times more back.
Don’t add all of those to your to do list. You’ll go crazy. Use it as inspiration to make your own 2010 to do list. Your business will thank you.
Andy Hayes is the Managing Director of Travel Online Partners (TOP), the go-to resource for small businesses in travel and tourism for help with online technology. Visit their website for more resources to help you work smarter online.
Photo by ThenAndAgain
