You can watch the talk at the following link.
The reality is that the world as we knew it before COVID is not going to be the same as before. Although it may seem a bit apocalyptic, it certainly is. In just a few weeks, we have all changed. COVID has transformed our daily lives, our lifestyles, our consumption habits, our way of working, the way we relate to each other, the way we use technology, the way we spend time with our families, our leisure time, etc. have changed, and some of these changes are here to stay. Therefore, suddenly and inevitably, our businesses, whatever they may be, will also be affected.
All of this will affect all companies, to a greater or lesser extent.
Some businesses have seen a significant increase in activity, but the vast majority have been negatively affected by the situation, regardless of size, sector, activity or location.
Even those who have seen an increase in their activity, for example in the food sector, have been caught completely off guard; they were not prepared to take on this huge peak and we have seen things we had never seen before, such as the fact that people have to make “online queues” to enter their e-commerce, as in the case of Carrefour.
And digitalisation, both now and in the future, is a KEY factor for adaptation, for this digital transformation in SMEs. COVID has been the definitive driver that has led us, now YES OR YES, to enter the digital world. Therefore, the time has come to give our businesses a new twist and adapt them, with new strategies, new channels and new media.
If, as Darwing said, "intelligence is the ability to adapt to changes," this is the time to be smart entrepreneurs and adapt. It's time to reinvent ourselves!!!!
Can all sectors undertake a transformation process?
Well yes, to a greater or lesser extent, yes.
From more traditional sectors such as law firms or consultancies, with still a lot of room for improvement in making use of online, but with more and more 100% online initiatives. Digital tools can help them to have more visibility, to reach more clients through this channel, to connect with their users who are increasingly looking for more information through this medium.
The retail sector and retail stores. In this area, there are 100% online companies with a high level of specialization, but there are also 100% physical companies that will need to gradually enter the online world.
The education and training sector has seen an overwhelming increase in the search for online options during this crisis. Here, the so-called "Infoproducts" come into play, which is nothing more than selling training content using online tools, in short, selling your knowledge in the online world (e-books, guides, online courses, webinars, private subscriptions for quality content...). It has many advantages, such as not depending on the time you spend with a client, it has no distribution costs, no travel costs and it generates recurring income. Therefore, it is a very good option for those who have some knowledge that interests others, whether they are individuals or companies.
The hospitality sector , one of the sectors hardest hit by this crisis, and in the short term, the commitment to delivery and collection of menus in restaurants or even offering services for "home" events, will be a necessity that will allow them to endure as long as the distancing measures last.
Today, more than ever, we must look for clients where we would not have previously considered them. Each one of them, to a greater or lesser extent, can undergo a process of digital transformation in SMEs.
What do we need to undertake a digital transformation process?
Attitude . Leave fear aside.
Analyze and listen to the outside world. Given the uncertainty about what will happen after COVID, and how our purchasing, work, and business habits will change, it is more necessary than ever to put all five senses into listening to your audience, to be more informed than ever about the direction of your market.
Time for creativity , to think about how I can improve or reinvent my business model; to seek inspiration from other great companies.
And of course, a good strategy. To do things chinese overseas australia phone number data well, you have to reflect on who you are and where you want to go, and to do so, the key is to have a good strategy. It is not necessary to write long documents, but it is advisable to put it in writing.
Therefore, let's not start taking action (website, ads, campaigns, etc.) without knowing your client, without having clear objectives, without having previously defined the best channels... in short, without having a strategy. For many reasons, but above all for a very IMPORTANT one: results !
What online channels do I have available to begin this digital transformation process?
It will depend on the type of business (B2B, B2C, the product you sell, etc.) and the online presence you currently have. There are many means or channels to have a presence on the Internet, to communicate with your clients and to get new leads.
I'll tell you a few, it's not necessary to be in all of them, but it is important to have the vision that it should be an omnichannel presence . You can't think that by having an ecommerce, you start selling, there are many other channels that you will have to use and optimizing these will be the key to success. You will have to find your own marketing recipe, each channel is an ingredient.
Each channel serves different purposes. So if…
…I seek presence :
Web. It is your window to the world. Just as you take care of your shop's window display or business image, what they see on the web is what will transmit your brand to them. Take the utmost care of it, you are not competing with 10/20 local businesses, you are competing with many more. That is why it has to be done well, with a good image, SEO, responsive, secure and taking UX into account. We will help you in the web design process!
Social networks: It is not necessary to be on all of them, only those that contribute to us, where your audience is. But in those you decide to be, take care of the image, the style, the descriptions, include the services and the product catalogue (if you have one), choose the #, the tone well... Improve on social networks and reach new clients.
Linkbuilding : Important for two reasons, firstly for a question of presence (there are certain directories, business directories, in which I must be because people keep searching there) and, secondly, because it helps us with organic positioning , because the more people talk about me, Google will understand that I am more important and will move me up in position.
Google my Business. A fundamental tool for local businesses! That you must take care of like any other social network.
…if I am looking for promotion , make myself known:
SEO (Search engine optimization): search engine optimization. Working on SEO is essential to get found, unfortunately your website is a needle in a haystack. Make sure you get found! Don't underestimate the power of SEO...
SEM : Paid search engine optimization. In short, paying Google to show you to users. The cost is for each click received and allows you to segment your campaigns very well.
Direct advertising : you can also promote yourself on a website with which you share a target audience through an advertising banner.
Social Ads : use social media as a promotional channel. You can set up campaigns for your products or services on Linkedin, Instagram, Facebook… They also allow you to segment very well.
Influencer Strategy. This involves reaching an agreement with an influencer, someone who has a considerable (and loyal) community behind them, to talk about my product or service.
Email Marketing : You can use it to promote products, to share information, to build loyalty among my audience... it is a very direct medium with good results, but it requires a solid database to start with.
…if I am looking for conversion :
Marketplace : I don’t always have to have my own e-commerce when I want to sell online (I analysed this in this link ). Sometimes, it is very interesting to consider a strategy in Marketplaces. The best known is Amazon or Ali express but there are countless options that you might be interested in: ETSY, for handcrafted products, Zalando, Amazon handmade, there are marketplaces for wine, sneakers, children’s things… look for the option that best suits you! The advantage is that the marketplace does the “dirty work” in terms of SEO, advertising, logistics… the disadvantage? that you pay them a % of your sales, but it is logical.
Own ecommerce . There are different platforms, magento, prestashop, woocommerce, shopify…
Social media . Use social media to sell products through the Facebook store or IG shopping.
Google Adsense: placing advertising on your website. For example, if you have a blog with a lot of visitors, you can set up advertising spaces and an Adsense account to have another source of income.
Affiliate marketing. Basically, it involves promoting a third-party product on your website or blog. For each purchase of that product generated through your website, you get a commission. For example, Amazon's affiliate program works very well.
Video monetization . You already know that the trend in marketing right now is the video format. And through Youtube or Facebook you can generate income by monetizing your videos. Obviously, not just anyone can do it, you must meet certain requirements and have a large community.