The following article was published in the October Chambersburg Chamber Newsletter.

A variety of market forces present competitive challenges for smaller businesses. When coupled with increased customer expectations for customized products and around-the-clock availability, small businesses face the daunting task of trying to grow—or just survive—while competing with bigger businesses with more resources.

No matter what stage your business is in, you must be able to respond quickly to your customers to remain competitive. Savvy business owners know they can exploit their agility and make targeted attempts to penetrate into niche markets. Today, the widespread availability of powerful, low-cost technology tools makes these efforts even easier.

The right technology provides smaller businesses with the same opportunities to capitalize as large corporations by simplifying or automating processes, delivering instant, insightful access to vital information, and enabling quick and efficient communication and interaction among customers, partners and suppliers. You may have fewer people and resources, but technology can level the proverbial playing field.

Many large businesses have slick sales and marketing materials generated by professional writers, in-house photographers, graphic design artists and expensive printers. But smaller companies can also produce sophisticated and effective marketing materials quickly and inexpensively—without hiring a roomful of specialists.

As the owner of a smaller business, you should seek simple yet comprehensive solutions for creating, designing and publishing marketing materials such as print, Web and e-mail documents. This can be accomplished by using familiar software interfaces that are easy to use, along with design templates and wizards.  It is also important to have the ability to quickly repurpose existing documents, this can save you valuable time. Software with support for a variety of formats and document types will allow you to create impressive, integrated marketing campaigns—from business cards to direct mailers and CD covers.  This however does not always provide you with the slick marketing material that larger business may have access to.  This is where your technology and marketing partner would come in to play for smaller businesses.

Aside from creating professional marketing materials, most small businesses can use technology to improve their branding, Web presence and relationships with customers. Here are three simple tips to help you do just that:

1. Consistent branding. Start by establishing a brand strategy that includes logos, names, taglines, color schemes and packaging plans to help you tailor messages that set you apart from your competitors. Today's technology tools can help you manage and measure the success of your brand while simplifying the creation and delivery of those messages. Research your customers, then get their attention with materials that really make an impact.

2. Online optimization. Technology also makes updating your Web site faster and easier than ever. And fresh content is necessary to keep your customers coming back again and again. Remember, an interesting Web site is one of the fastest and most cost-effective ways to reach potential customers. Be sure to invest in your own domain name rather than hosting your site on an unknown URL or local ISP. This will make it easier for customers to remember your site and make return visits. And don't forget to list your phone number online—customers often research products online, but buy over the phone.

With the aid of their technology partner, DC Global,  has been able to successfully start a state of the art charter jet company based out of Hagerstown Maryland and service the entire world.  This is due to the use of technology and web marketing.

3. Leverage your customers. Potential customers react better to personalized communications, from custom Web sites to e-mail messages that show you know what your customers need. Electronic tools can help you collect and manage data on your customers which allows you to personalize your marketing efforts.

For example, collecting demographic statistics will help you narrowly target your audience and spend your marketing dollars wisely. Online demographic tools, from any number of vendors, can analyze the income, age and other essential factors of your target market—information that's critical to putting your marketing budget to work where it counts.

By using technology tools to create or improve your Web site, contact and maintain ongoing relationships with your customers, and consistently communicating a brand, even the smallest companies can now compete in an increasingly crowded global marketplace.