Digital transformation is no longer a competitive advantage it’s a basic survival requirement. Even so, 7 out of 10 small and micro businesses still have an unsatisfactory digital presence, according to a survey by Serasa Experian. For Samuel Modesto, business mentor and founder of Grupo SM, the largest business solutions ecosystem in the Vale do São Francisco region, the lack of a clear digital strategy directly impacts small businesses’ revenue. ‘Being online today doesn’t just mean having an Instagram profile, but knowing how to position yourself, how to communicate value, and how to turn followers into customers,’ he says.
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 expert emphasizes that it’s possible to start with simple tools and well-targeted strategies.
Digital identity: more than presence, it’s positioning
A well-crafted digital identity helps consumers quickly recognize the business, its values, and differentiators within seconds. This includes everything from communication tone to visual consistency across websites, social media, and customer service. ‘When a company doesn’t know who it is or what unique value it delivers, neither does the audience. This pushes consumers away and harms brand building,’ explains Modesto.
For regional businesses, it’s essential to value local identity and create authentic connections with the audience. Real photos, authentic stories, and customer testimonials help build proximity and increase consumer trust.
Accessible tools for small business owners
With few resources, effective strategies can be initiated. Modesto suggests three basic approaches:
- Google My Business: free, makes it easier for businesses to be found in local searches.
- Instagram and WhatsApp Business: ideal for building direct customer relationships and facilitating orders.
- Canva and CapCut: free tools to create visual content easily and with a professional look.
‘The secret is consistency. It’s better to post less but with quality than to get lost in a routine that delivers no value. The audience notices when there’s authenticity 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 space are: not responding to messages promptly, copying models from big companies without adapting to local reality, and neglecting metrics monitoring. ‘Some people invest in ads without knowing how many people clicked or bought. Without tracking data, there’s no way to know what’s working or not,’ warns Modesto.
Another recurring mistake is treating the digital environment as separate from physical operations. ‘Everything should be integrated. What the company promises online must be delivered in-store or in the service provided. The customer experience must be seamless,’ he adds.
Digitization as a bridge to growth
Businesses that structure their digital presence based on data and authenticity can reach new audiences and build customer loyalty more easily. ‘Small businesses have an advantage that giants don’t: proximity. When leveraged strategically, they can build solid and relevant brands even with tight budgets,’ concludes Samuel Modesto, author of the book Beyond the Numbers, which deals with management and innovation in the business environment.
