I was at the Small Business Summit recently speaking about taming your technology. Technology seems to be an issue so many of us struggle with in our growing businesses. After my 10-minute panel discussion, so many people approached me after to talk about how much my tips meant to them. I always appreciate the feedback after I speak, and it made me begin to wonder how many people have had to change their habits to adjust to new technology in their businesses. Have you?

Technology is a necessity for many people in today’s business world. Without technology we could not manage our projects, keep track of customer orders or manage our data. You use technology to run your business but have you thought about taking a step in another direction? Looking at technology as a way to market your business? While you’ve been managing your business, others have been using technology to:

* Communicate with customers to increase loyalty
* Follow the competition
* Stay innovative
* Research new marketing initiatives
* Gain PR and exposure

Communicate with customers
I am not talking about email, I am talking about the use of new media tools such as blogs. Blogging can be a great way to communicate with your customers by giving them a place to contribute feedback and ideas. Communication does not always have to be written, it can also be visual. Using video to talk to customers or review customer issues can be a great way to build a relationship online.

Follow the competition
Small businesses can use the web to keep an eye on the competition by creating Google Alerts that will update you when your competitors release new products or services. Google Alerts will also update you whenever anyone mentions your competition on a website or on a blog. I watch the competition, but I also monitor what people say about our company.

Stay innovative
What’s the next big idea? You can ask Donny Deutsch or you can start by looking at marketing blogs, listening to podcasts and watching video-logs (vlogs). Mainstream media doesn’t always have their finger on the pulse, and looking outside the traditional media box can be a way for you to stay innovative.

Research new marketing initiatives
Looking for qualified research from a real audience of consumers? Why not turn to social networks like LinkedIn or Facebook? Real people, real points of view are right at your finger tips. Use your network to ask them for advice about new marketing ideas. Create your own group on your social platform to talk to specific issues you want to help each other with. On the Internet people are more available and open to helping with quick questions and ideas.

Gain PR and exposure
Staying in front of your customer is important and the web can help you succeed. What is PR? Public relations for some people is being interviewed by the Wall Street Journal or being on Oprah. What I am doing right now is public relations. Writing for online publications that appeal to my audience. Web 2.0 is about content and reporters, bloggers and podcasters are all looking for a new story to tell. Reach out to the people who are using the technology and see if you can get a little web ink.

Social bookmarking, online awards, search engine optimization; there are so many new areas that allow us to be connected to our market and to our customers through technology. Through the use of social media tools you can utilize all the items we discussed and more; all you need to do is to change the way you see technology. Technology is a tool and it can be used to run your day-to-day business; but it can also be used to grow your business, market your business and catapult you into the next stage you have been trying to reach. Stop and think about how to change your approach toward technology to better position your business for success.