Businesses have had a digital presence since the very beginning of the Internet, but it is undeniable that in recent years they have incorporated thousands of different strategies, tools, and even dissemination platforms. And, in this context, the reality is that the possibility of starting an online business seems to be increasingly democratized.
In order to have an effective strategy, there are some tips that cannot be lost sight of. For this reason, “Entre Redes” from RÍO NEGRO RADIO spoke with Antonella Alcoba, digital business mentor and coach, CEO and director of Good Communication; who told some keys to have a successful and winning proposal.
Q – Nowadays, can anyone start a business in networks?
R- Really if. Today you can create a business with an online presence, and you can start it with zero pesos. Digital provides us with many tools that are within our reach, and it is about having the ability to take advantage of these platforms, networks, data analysis… All this with the aim that what we do in the offline physical business can be transferred to the presence online, or even to create a 100% digital business. Today we know businesses that do not have physical spaces for customer service, for example. So yes, if you have the intention of starting a business, doing it digitally is much easier to start a business
Q – Regarding that, there are plenty of free tools. Without ignoring the advantages of premium functionalities, yes or yes we should put money to spread a venture?
R- I think there are stages. In the initial stage we must do market research: where we want to aim with that service or product that we want to communicate on social networks. There we must understand where our audience is, what channels should I be on to reach the person I want to become a customer. We can do this by researching, without the need for an initial investment. It is also time to start creating an online presence, open networks, show ourselves, attract followers through valuable content and spread what we do. After this first step, yes, we must begin to see where we want to invest. The networks today allow us the possibility of advertising online at a low cost. There are different moments; and as for the tools that we can use, we have a wide range of values, even with many of them free.
Q – Today, in digital ventures, a “distended” mode of attention, a more informal communication, is widely seen. The feeling is that the hand is coming from there, but I want to ask you about some tips to hook the customer from the start.
R- I think the main thing is knowing how to understand how your client communicates, how he refers to the product you offer. And use this to create strategies like I don’t know, the memes. Today they are a function widely used to raise some interaction, a launch. We see it a lot on Netflix, I don’t know if they follow it, but they have Community Managers (CM) that focus a lot on user interaction based on memes, movie characters and so on. This point is key, understanding the client, what things they like beyond what we offer; and capture all that to have an attractive communication. There is a mistake that many entrepreneurs make when they start, and it is to believe that we should directly aim at the sales content: put the product, characteristics and price. And the reality is that we must generate relevant content, so it is important to talk about modes of use, care, contracting methods if it is a service… And there we use friendlier resources to generate a hook. When we are on the networks we spend seconds looking at a publication, so how do I get the attention of my client? I have to understand it.
Q – Speaking about CM, a field that has grown a lot, it is interesting to take an X-ray of the field of action…
R- We must insist that the role of the CM is social media manager and content creator. Many times, when I see job advertisements, I read that the CM has to be in charge of being an assistant, designer, web programmer… and all that is not up to his role. The CM generates content strategies to communicate the value of the brand in networks. Many times, in that space, there will be a communication directly linked to the sale. First of all, the CM must be a creative and agile profile, to solve and be aware of trends. We need that agility, and the generation of content that invites the audience to stay on the social network is of no use for them to follow us and then stop following us. For me, the CM must understand how content is created, practice creativity a lot, be informed, understand trends and how to handle them, and be up-to-date because tools and networks are constantly changing.
AI and its arrival in the world of marketing
“That is a fear (laughs). AI comes to give us more tools to simplify and automate processes. I do not believe at any point that it comes to replace the role of humans, ”explained Antonella.
At the same time, he clarified that “we must be careful, we must have good AI practices. ChatGPT, for example, is the most popular and we use it a lot, but you gradually detect flaws in it, because what it doesn’t know is invented for you, for example. So you have to be careful and generate good practices and uses of technology”.
What do you offer in Good Communication?
As Alcoba explained, “We do digital strategy consulting for businesses with an online presence. We take care of communication and digital marketing, in social networks, web, email and others. The idea is that they can have the business model they want to carry out in the online part well defined. How to communicate their brands, how to launch products, how to create an experience and so on”.
In this regard, he commented that “Today we are facing a critical user, who expects experiences that generate wonder. And we need to provide the best experience to the user who is going to choose us. We also want to advise them on the legal question of how to register their brands, and this consultancy also aims to find out what they need in their businesses if they want to delegate some roles”.
The work of Good Communication “is an x-ray of the business, in which we detect the points to work on and generate an order of priorities to develop the strategies. In addition, we have training and workshops for business owners.”
They are on Instagram as @buenacomunicacion.aaand if not, on YouTube as “Buena Comunicación” and on the web at buena-comunicacion.com.
Listen to Antonella Alcoba, CEO of “Buena Comunicación”, in “Entre Redes” of RÍO NEGRO RADIO:
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