John Cradden says companies need to master the basics of digital before considering tackling AI.
If you feel the pressure on small and medium-sized businesses like yours to implement AI tools in a meaningful way is becoming too much to ignore, looking to support and information on the term ‘digital transformation’ could be a good start to help your business catch up.
Maybe you’ve tried to accept the necessity of AI, but haven’t been able to make it work. If this is the case, it may be due to a lack of proper understanding of digital basics.
“SMBs that embrace digital transformation are in a position to adapt to market changes, streamline operations, and respond more effectively to customer demands.”
More specifically, they should consider putting in place a “minimum viable digital foundation” to be able to experiment with something as advanced as AI tools.
To that end, search for the term “digital transformation” to learn how to leverage digital tools and processes that can help you stay relevant, competitive, and resilient in a rapidly changing market.
Digital transformation is about incorporating digital technology into every aspect of your business so you can use data to make smarter decisions, improve the customer experience, and scale your operations more efficiently.
This isn’t just about adopting new software or automating tasks, it’s also about rethinking your business model, strategy, and culture to thrive in the digital age.
Small and medium-sized businesses that embrace digital transformation are in a position to adapt to market changes, streamline operations, and respond more effectively to customer demands.
Irish national digital strategy It highlights the important role that digital transformation plays in strengthening the economy, especially among small and medium-sized enterprises.
More information about digital transformation can be found on ThinkBusiness.ie and other sources, but before we consider using AI, let’s get down to the basics: What is a minimum viable digital foundation?
Website
The first step is a neat, clear and functional website. This is your online shop’s storefront and clearly articulates your value proposition in seconds. You need to provide strong incentives for potential customers to take action, whether it’s to book a place, buy a product, or contact your staff.
Since this website is primarily where advertising, social media, and referrals are directed, it should also have basic SEO (search engine optimization) features. It should load fast and be supported by a suitable mobile-friendly backend.
Online discoverability
While it’s important to have a website that acts as a smooth conduit for leads and referrals, you can increase your online discoverability by setting up a Google Business Profile to turn people found on Google Search and Maps into new customers. Make sure your information is accurate (down to business hours, phone numbers, and location) and encourage satisfied customers to leave good reviews.
CRM
With a simple cloud-based CRM system like Hotspot, Pipedrive, Zoho CRM, or Monday.com, you can track all your inquiries and customers, add notes and history, and issue follow-up reminders to ensure you never miss out on leads.
communication
Relying on a Gmail address looks amateurish, and combined with slow responses, it’s a surefire way to lock out a potential deal right then and there. Invest in a domain email setup that matches your company name and a shared inbox or ticketing system that can be accessed by multiple staff members to ensure a consistent and transparent response process.
Payment and invoicing
Even if you don’t sell your products or services strictly online, offer online payment options. This way, you’ll never forget to make a payment or forget to invoice your customers with automatic invoicing and payment tracking.
digital marketing
When it comes to digital marketing, you don’t have to do everything at once: search engine optimization (SEO), social media, paid advertising, and email marketing. Choose one, implement it, and when you’re ready or your budget allows, choose another and deploy. However, don’t overdo it. There’s a good chance that one or two strong, reliable channels can keep things going longer than you think.
analysis
One of the great things about digital is that you can easily track activity, including website traffic and conversion rates. You can start with free options like Google Analytics, but once your business reaches the next level, it’s a better investment to spend money on better analytics tools, such as:
safety
As we’ve all experienced as individuals at some level, security breaches and data loss can cause major problems and even catastrophic damage to your business. Protect your business by investing in tools like a password manager, two-factor authentication for system sign-ins, and regular backups on your local server or in the cloud.
workflow tools
Platforms like Google Drive, Trello, and Notion can help you manage the chaos that comes with rapid growth. This includes file storage, task or project tracking, internal document management, and more.
Once you’ve configured the above to create a minimum viable digital foundation, that’s where AI starts to make sense, but again, don’t go all in. Focus on the simple things: light automation of repetitive tasks. Examples here include automatic replies to customer inquiries, reservations, bill reminders, etc.
For more information about support to help you with digital transformation and digitization, please visit click here
Get started with AI
Small businesses should approach AI as a practical productivity tool rather than a big-bang transformation, starting with low-cost, easy-to-use solutions that solve real, everyday problems.
Tools like Microsoft Copilot, Anthropic’s Claude, Google Gemini, and OpenAI’s ChatGPT can help you draft emails, proposals, and marketing copy. CRM systems with built-in AI (like HubSpot or Zoho) can automate follow-up and prioritize leads. Accounting platforms like Xero and QuickBooks use AI to streamline invoicing and cash flow tracking. Meanwhile, tools like Calendly, Zapier, and Power Automate can silently automate bookings, reminders, and repetitive management.
The key is to introduce AI gradually, embedding it into existing workflows and setting clear guardrails around data, accuracy, and human oversight. AI is not used to replace judgment, relationships, or core expertise; it is used to save time and reduce friction.
Top image: Photo by ThisisEngineering on Unsplash
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