Why Digital Skills Matter More Than Ever for Small Business

Reprinted from Sedona Red Rock News

By David Key

The Digital Imperative

The way people shop, travel, and connect is changing at lightning speed. The tools to win in this environment are digital. Digital literacy is no longer optional.

It is the ability to use technology to reach customers, manage operations, and make smarter decisions. For small business owners, it means knowing how to manage online reviews, run social media accounts, process online orders, and understand what your website data is telling you.

AI as an Accessible Tool

Today, digital literacy also means learning to use artificial intelligence. AI is no longer just a buzzword for big companies. It is a set of tools that can help even the smallest business create professional marketing materials, forecast busy seasons, improve customer service, and save hours on routine tasks.

Training Beyond the Owner

But it is not enough for the owner alone to have these skills. Workforce development must be part of the conversation. Employees are often the face of the business and the ones using technology every day. When staff are trained in digital tools and AI, they can respond faster to customers, create better content, and find ways to improve efficiency. Well trained employees are more engaged, more confident, and more likely to stay, which reduces turnover and strengthens the business from within.

The Time Crunch Challenge

The challenge is that many small businesses feel stretched thin. Owners and employees are already wearing multiple hats, and adding new technology can feel like one more thing on an endless list. Yet without these skills, the risk of losing customers to bigger and faster competitors grows.

The Chamber's Role

This is where a Chamber of Commerce can help. Chambers bring business owners together to share resources, connect with trainers, and create hands-on learning opportunities. We can make digital literacy and AI skills part of ongoing workforce development, not just a single workshop. We can help businesses of all sizes create a culture of learning so every team member, from the owner to the newest hire, is equipped to adapt.

The Local Impact

When our small businesses invest in training for themselves and their teams, they do more than just keep up. They innovate. They grow. They keep more dollars in the local economy and create better jobs right here at home.

Technology Enhances, Not Replaces

Technology will never replace the personal touch that makes small businesses special. A computer cannot replicate a warm greeting or the trust that comes from knowing a customer by name. But it can give owners and employees more time to focus on what matters most, which is building those relationships.

Looking Ahead

The future will not slow down for anyone. If we want our small businesses to stay competitive, we must make sure every owner and every employee has the skills to thrive in a digital world. With the right training and the right support, they will be ready for whatever comes next. And when they succeed, our entire community wins.