Digital transformation is no longer a competitive advantage; it is a basic condition for survival. Nevertheless, 7 out of 10 micro and small businesses still have a digital presence considered unsatisfactory, according to a survey by Serasa Experian. ToSamuel ModestoBusiness mentor and founder of Grupo SM, the largest business solutions ecosystem in the São Francisco Valley, the lack 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, communicate value, and convert followers into clients," he/she/they 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-targeted strategies.
Digital identity: more than presence, it's positioning
A well-crafted digital identity helps the consumer identify the business, its values, and its differentiators in just a few seconds. This includes everything from the tone of communication to the visual coherence between the website, social media, and customer service. "When the company doesn't know who it is or what it delivers uniquely, the audience also doesn't understand. This drives away consumers and harms brand building," explains Modesto.
For regional businesses, it is essential to value the local identity and create genuine connections with the audience. Real photos, authentic stories, and customer testimonials help create closeness and increase consumer trust.
Affordable 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 found more easily in local searches.
- Instagram and WhatsApp Business: ideal for creating direct relationships with customers and facilitating orders.
- Canva and CapCut: free tools to create visual content easily and with a professional appearance.
"The secret is in consistency. It's better to publish less but with quality than to get lost in a routine that doesn't deliver value. the audience notices when there is authenticity and professionalism, even in simple things," points out the business mentor.
Errors 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 large companies without adapting to the local reality, and neglecting the monitoring of metrics. "There are people who invest in ads and don't know how many people clicked or bought. Without tracking the data, there's no way to know what's working or what's wrong," warns Modesto.
Another recurring mistake is treating the digital environment as something separate from the physical operation. "Everything must be integrated. What the company promises online needs to be delivered at the point of sale or in the service provided. The customer experience must be seamless," he/she/they adds.
Digitization 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 ace that giants do not: proximity. When they leverage this strategically, they can build strong and relevant brands even with limited budgets, he concludes.Samuel Modestoauthor of the bookBeyond the Numbersthat deals with management and innovation in the business environment
