Social networks, strategic allies for entrepreneurs in Ecuador
In recent years, social networks have become a necessity for entrepreneurs. Not only as a communication channel but also as a commercial strategy to reach thousands of people.
In these spaces a large number of offers of both services and products are observed.
Gina Macías , Master in Finance, says that social networks are effective with good management and not just steps.
“Social networks are considered today one more channel of communication with clients or potential clients and are no longer the choice for an undertaking or business; they are a necessity because they allow us to be connected with our audience. You have to have a strategy and know who to reach with our message and what we are going to communicate, ”he says.
And a strategy linked to a business plan is what Paola Aulestia , a financial consultant, advises . It highlights the importance of defining the commercial idea, the target audience and marketing strategies to choose the social network that suits the business.
“In the Costa region, the social network that has the greatest momentum is Instagram to publicize its products or services, in the case of the Sierra region , the consideration has been Facebook , but Instagram is taking a slight boost. If it is an independent person, it is necessary to have a presence on LinkedIn , then the strategies change according to the market segment which I focus on and the activity that I carry out, ”he says.
Macías suggests starting by determining the business or service if it has not yet been created; choose the social network according to the market model; then poll the audience for their tastes and preferences.
“You have to be clear that you do not sell through social networks, you create relationships that logically in a certain time can become a sale and the time will depend on different factors,” he says.
These factors are related to delivering a clear message, using good quality images, and having the option of quick responses.
Facebook and Instagram allow you to pay for ads and they are exposed for the chosen time. The longer the value increases and the more users are reached. There is also the Marketplace space on Facebook that allows you to publish a product or service and segment it. This process is free.
WhatsApp Business is another tool that experts recommend. This allows you to have a customer base, a product catalog and place them in the stories.
Meanwhile, Aulestia says that there are platforms that are also useful such as Canvas , which guides to define the exposure of the business.
“In this time, especially of high uncertainty, planning and restructuring in the short term, they can use the tool known as Canvas, which establishes the analysis of nine components that will allow them to lay those foundations where to go. Many mistakes that entrepreneurs have is launching marketing strategies without even knowing what their bases are , what their financial strategy is, their business model and how it is allied to the new needs of the market ”, he says.
Market, value proposition, customer relationships, communication channels, sources of income, activities, resources, partnerships and cost structure are the nine components of this platform. Free images and videos can be used; others do register an additional charge.
How to make a more profitable business? or how to start the recovery of a business ?, are some of the free trainings carried out by different unions in the country.
For example, the Entrepreneurs Club conducts free workshops on how to achieve business goals and even how to manage it during the pandemic.
They also make live videos on their social networks. The two businesses Money Invest Now and Perspectivaecon have the same theme . This site shares free content for recommendations as ideas to jump start a business.
Another option is the one offered by the Municipal Public Company for the Management of Innovation and Competitiveness (Épico-EP) with its Entrepreneurship Center, in Guayaquil.
They give talks on various topics at their headquarters, which are accessed by registering at www.epico.gob.ec. They also do trainings via Zoom and Instagram. (I)