Specialist warns that without a clear digital identity, small businesses are unable to attract customers and the growth potential of waste
Summary
The lack of a clear digital identity compromises the revenues of small businesses, which can start with simple tools and coherent strategies to attract and build loyalty to customers.
Digital transformation is no longer a competitive advantage is a basic survival condition. Also so, 7 micro and small companies out of 10 still have a digital presence considered unsatisfactory, according to a survey by Serasa Experian. For Samuel Modesto, corporate mentor and founder of the SM group, the largest ecosystem of corporate solutions to Vale Do São Francisco, the absence of a clear digital strategy directly compromises the revenues of small businesses.
“Being online today does not only mean having an Instagram profile, but knowing how to position yourself, how to communicate value and how to convert followers into customers,” he says.
The challenge is not trivial. For local companies, often led by a single person or with a reduced team, digital marketing may seem complex and inaccessible. However, the expert strengthens that it is possible to start with simple tools and well -beaten strategies.
A well -built digital identity helps consumers identify business, values and differentials in seconds. This includes from the tone of communication to visual consistency between the website, social networks and service. “When the company does not know who it is or what it offers uniquely, the public does not even understand. This guides the consumer and compromises the construction of the brand,” explains Modesto.
For regional companies, it is essential to evaluate local identity and create real connections with the public. Real photos, authentic stories and customer testimonies help to create closeness and increase consumer trust.
Accessible tools for small entrepreneurs
With few resources, it is possible to start effective strategies. Modesto indicates three basic routes:
• Google My Business: free, allows the company to be found more easily in local research.
• Instagram and WhatsApp business: ideal for creating direct relationships with the customer and facilitating orders.
• Canva and Capcut: free tools to produce visual content in a practical and professional way.
“The secret is in line. It is better to publish less, but with quality, than getting lost in a routine that does not offer value. The public realizes when there is truth and professionalism, even in simple things,” says the corporate mentor.
Errors that prevent online growth
Among the main wrong ideas committed by small digital entrepreneurs there are: do not reply messages with agility, copy models from large companies without adapting to the local reality and neglecting metric monitoring. “There are people who invest in announcements and don’t know how many people have clicked or purchased. Without following the data, there is no way to know what works or wrong,” he warns Modesto.
Another recurring error is to treat the digital environment as separated from the physical operation. “Everything must be integrated. What the company promises online must provide on the point of sale or service provided. The customer’s experience must be fluid,” he adds.
The affairs that structure their digital presence based on data and authenticity can reach a new audience and build the loyalty of customers more easily.
“Small businesses have a trunf that giants do not have: the closeness. When strategically take advantage of it, they can build solid and relevant signs also with slender budgets”, concludes Samuel Modesto, author of the book beyond numbers, which deals with management and innovation in the corporate environment.
It inspires the transformation into the world of work, business, society. It is the creation of the compass, content and the connection agency.
Source: Terra
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