Digital transformation is no longer a competitive advantage; it is a basic condition for survival. Still, 7 out of 10 micro and small businesses have a digital presence considered unsatisfactory, according to a survey by Serasa Experian. According to Samuel Modesto, a business mentor and founder of Grupo SM, the largest ecosystem of business solutions in the São Francisco Valley, the absence of a clear digital strategy directly compromises the revenue of small businesses. ‘Being online today doesn’t just mean having an Instagram profile, but knowing how to position yourself, how to communicate value, and how to convert followers into customers,’ he states.
The challenge is not trivial. For local businesses, often run by a single person or with a small team, digital marketing can seem complex and inaccessible. However, the specialist emphasizes that it is possible to start with simple tools and well-directed strategies.
Digital Identity: More than Presence, it’s Positioning
A well-built digital identity helps the consumer identify the business, its values, and differentiators in a matter of seconds. This includes everything from the communication tone to the visual consistency between the website, social networks, and customer service. ‘When the company doesn’t know who it is or what it uniquely delivers, the audience doesn’t understand either. This drives consumers away and damages brand building,’ explains Modesto.
For regional businesses, it is essential to value the local identity and create real connections with the audience. Real photos, authentic stories, and customer testimonials help create closeness and increase consumer trust.
Accessible Tools for Small Business Owners
With few resources, it is possible to start effective strategies. Modesto indicates three basic paths:
- Google My Business: free, allows the company to be more easily found in local searches.
- Instagram and WhatsApp Business: ideal for creating direct relationships with customers and facilitating orders.
- Canva and CapCut: free tools to produce visual content in a practical and professional manner.
“The secret lies in consistency. It is better to publish less but with quality than to get lost in a routine that does not deliver value. The audience perceives when there is truth and professionalism, even in simple things”, points out the business mentor.
Mistakes that hinder online growth
Among the main mistakes made by small business owners in the digital realm are: not responding to messages promptly, copying models of large companies without adapting to the local reality, and neglecting metric monitoring. “Some people invest in ads and do not know how many people clicked or bought. Without tracking the data, there is no way to know what is going right or wrong,” warns Modesto.
Another recurring mistake is treating the digital environment as separate from the physical operation. “Everything must be integrated. What the company promises online must be delivered at the point of sale or in the service provided. The customer experience must be seamless,” completes.
Digitalization as a bridge to growth
Businesses that structure their digital presence based on data and authenticity can reach new audiences and retain customers more easily. “Small businesses have an advantage that giants do not have: proximity. When they leverage this strategically, they can build solid and relevant brands even with tight budgets,” concludes Samuel Modesto, author of the book Beyond Numbers, which addresses management and innovation in the business environment.
