Communication Strategies for new SMEs in Chile

For a business in Chile to differentiate itself in a market that tends to saturate, you can first try understanding the culture that surrounds you and define your own identity, as that common space that is intertwined from the identity of your brand, between your values and the cultural environment, (which may be different even if you speak the same language). This not only implies knowing what you offer to others, but also identifying how you want to position yourself in the minds of your target audience and a certain flexibility in what kind of language to use, without having your own language and business culture; Do an exercise and listen to iconic brands such as Apple or Nike, as well as those that are very traditional within the country where your company is located; Many businesses have clearly defined their identity, which has catapulted them to success. And it's not just about having a flashy logo or a catchy slogan. It's about deeply understanding the mission, vision and values that guide the company and how you communicate with your target audience. A key aspect is to ensure that all communication elements are aligned with this identity. For many companies, the key is to find your "what for"; the purpose of creating a service to help others; and this in turn nurtures you and your company's reciprocal transformation as you provide service and products to others (yes, you too are transforming and evolving as you provide services and this is complemented by your medium and long term business tradition and reputation.

The process begins with introspection. Ask yourself: What problem does your business solve? what kind of "pain" are you helping to solve? Why did you create the SME (to make money or to contribute with your talents and help others to make their lives easier (and therefore... by reciprocity you receive money from your customers)? and yes, yes. traditional marketing had another perspective, from Moslow's pyramid to illusory concepts of "competing (rivalry with others who do something similar to your company)" These are times of change and these old pradigms are beginning to cease to have effect; especially if you understand it from a more human aspect and that the needs of the generations are changing; in addition to holistic issues and even quantum functioning (not only of computers), which are beginning to be integrated into the business environment and that tells us that it is when the observer "becomes aware and observes" there is a change of reality. This is also complemented with knowledge and use of astrology in the work environment. Remember, competition is only an illusion of polarities; (if you are more interested in this topic, I invite you to see the interview I did with E-Business where I talk about this topic).

Answering these and other questions will help you build a solid and coherent identity, which will be reflected in every interaction with your audience; if you need a hand in this, I can help you by offering you an audit and communications strategy prior to launching your business ... write me . According to an internal study we conducted in our agency Visibles World, brands that have a clearly defined identity are 28% more effective in capturing customer attention.

Once you have identified these elements, it is important to capture them in your visual and verbal communication as well as in your internal communication with your team. This is where branding plays a vital role. A well-defined corporate identity not only reinforces the image of your business, but also generates trust and loyalty among consumers.

Another important aspect is consistency. Make sure your message is consistent across all platforms. From your website design to your social media content, every element should reflect the essence of your brand.

Don't forget that a strong identity also needs to be flexible to adapt to an ever-changing environment. As your company grows, your identity can evolve, as long as it keeps its essence intact and you as a diector also wish to do so. Remember, defining your identity is not just a requirement; it is the foundation upon which you will build the future success of your business and upon which you will build the foundation of your company culture and legacy over time.

Branding can become an essential tool for any business, or even a commodity service, that aspires to stand out and genuinely connect with its audience. Developing a solid branding strategy starts with understanding the company's essence and values, and how these translate into a clear and coherent identity. It is not just about creating an attractive logo or choosing a color palette, or designing one in Canva or with artificial intelligence, but to build a narrative that resonates with the emotions, needs of customers and that is previously analyzed by professionals who integrate the areas of graphic design, psychology, external communications and even the holistic to give a robust, comprehensive and coherent perspective to the times we live in now.

To begin with, it is important to perform an analysis of the environment (market) and what many call "competition" (actually for Visibles World, this concept is simply the projection of what you cannot easily visualize and is projected on a third party; obtaining a vision of what you could change and integrate or discard for you and your company). This not only helps to identify opportunities, but also to understand what distinguishes and what is your sunshine that makes your company shine and that enlightens and inspires others. According to studies conducted by McKinsey & Company, companies that invest in branding are 20% more profitable than those that do not, which underlines the importance of this strategy.

• Define your purpose: What problem does your company solve and why is it important? A clear purpose is the cornerstone of any branding strategy.
• Consistent visual identity: From graphic design to visual communication (internal and external as I mentioned above), ideally everything should reflect the brand's personality.
• Consistency in communication: Whether through social networks, website or corporate events, maintaining a uniform message and tone is essential.
• Customer experience and listening: Social media management, for example, can be an extension of the brand experience, not just a showcase or promotional channel.

Good branding also fosters customer loyalty. When those who trust you (and consequently buy your products or services) perceive authenticity and commitment, the emotional connection is strengthened.

Avoid underestimating storytelling, but alsoavoid any type of storytelling that is not authentic and coherent with your brand; or that its objective is only to sell. this could be counterproductive in the medium and long term. Share authentic and human stories about the challenges and achievements of your company, but do not exaggerate or use social networks to show suffering and that you have overexerted yourself to achieve something, because that can be a tool of manipulation and survival based on the "poor thing" and that is a limiting belief, that some may work for them, but increasingly the user or customer connects with the authentic and not for misery or scarcity. Besides, your business, if you make this strategy obsolete, will be within a limiting belief system based on lack, and this may be a disadvantage when you want to grow and evolve your company in an authentic way.) by going the other way (of authenticity), you will not only humanize and bring the brand closer to your ideal audience, but also invite collaboration (including customers themselves posting testimonials about your brand in their stories) and gradually empower both your brand and the community that forms around that space we are talking about (that space between your brand, the business culture and the customer). Trust is the key concept as demonstrated and I thank our clients for trusting me to help them cover their events, for example when the Embassy of Finland in Chile asked me to cover the 100th Anniversary of Finland's Independence in Chile... and so on with other embassies, chambers of commerce and companies requesting my services.

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In the fast-paced world of startups, digital marketing optimization is not just a luxury, it's a necessity. Like a seasoned chef who knows how to balance flavors, a savvy communications agency understands how to blend digital marketing tools to create a cohesive and effective strategy. Here we share with you some keys to navigating this complex but exciting terrain:

• Smart SEO: The cornerstone of any digital strategy. According to recent HubSpot studies, 75% of users never get past the first page of search results. This means that optimizing your content for search engines is not optional, it's crucial. Integrating relevant and up-to-date keywords can be the difference between being seen and being ignored.
• Social Media as an Ally: 90% of brands use social media to increase their visibility, according to Hootsuite. However, managing them correctly requires more than just regular posts. Creating authentic content that invites interaction is vital, and don't forget that each platform has its own language and audience.
• Content Marketing: Writing valuable and relevant content is a proven tactic for attracting and retaining customers. A Content Marketing Institute study shows that 72% of content creators increased their engagement by 2023 by focusing on telling authentic and relevant stories.

As Seth Godin said, "Marketing is no longer about the things you do, it's about the stories you tell." At Visibles World, we understand that every startup has its own story and we work to help you tell it in an impactful way. To see how other companies have boosted their visibility, we invite you to check out our Magazine and discover inspiring examples of effective digital marketing.

"Digital marketing is more than a trend, it is a constant evolution that defines the success of a brand in the modern world." - Anonymous

In this digital journey, remember that every click counts and every interaction matters. Optimizing your digital marketing is not simply about attracting more eyeballs, it's about creating genuine and lasting connections. And like any good relationship, it requires attention, empathy and a little ingenuity.

Creating relevant and engaging content is an art that can make all the difference for startups in a crowded marketplace. It's not just about attracting the customer's eye, but connecting in an authentic and sustainable way with your audience. As digital marketing expert Seth Godin once said:

"Content is not king, it's the connection we generate with it."

In an environment where startups are competing fiercely for attention, the key is to differentiate yourself and offer genuine value.

 

An effective strategy starts with deeply understanding your target audience. What do they care about? What problems do they face? How can you help them? This is where the communications agency comes in, acting as a strategic partner, providing valuable insights that guide the creative process.

To make sure your content resonates, follow these practices:

• Keyword Research: Use SEO tools to identify what terms your potential customers are searching for and tailor your content to meet those searches.
• Visual and Narrative: Integrate visual elements, such as infographics or videos, that complement and enrich your copy. According to HubSpot, visual content is 40 times more likely to be shared on social networks.
• Authentic Storytelling: Tell stories that reflect the identity and values of your brand. It's not just about selling, but about building a relationship based on trust and empathy.
• Interaction and Feedback: Encourage dialogue with your audience through comments and surveys. Learn from their opinions to improve your future content.

It is important to remember that relevance is not only measured by the number of clicks, or by the quality of the interaction you generate, but also by the content you create. An example of attractive content is that which addresses topics of interest to scientific societies, such as covering the 5th version of the International Oncology Nursing Congress, where I helped them emphasize the importance of the congress.

Finally, on this path to creating extraordinary content, never underestimate the power of collaboration. As an agency, at Visibles World, we firmly believe that "unity is strength" and we are here to help you empower your business in an authentic and effective way.

Visual communication is a powerful tool for startups looking to stand out in a saturated market. Using appealing images, colors and designs not only enhances brand recognition, but also connects emotionally with the audience. According to a HubSpot study, visual content is 40% more likely to be shared on social networks than other types of content, which amplifies the organic reach of your message.

To maximize the impact of visual communication, it is critical for startups to develop a consistent visual identity. This involves defining a color palette, typography and graphic style that are consistent across all marketing materials, from the logo to social media posts. This approach not only strengthens corporate identity, but also helps you stand out in an ocean of competition.

At Visibles World, we understand the importance of effective visual communication. We offer digital marketing talks that explore how to leverage these tools to create a visual narrative that resonates with your customers.

"Design is the silent ambassador of your brand." - Paul Rand

The use of infographics and videos is another crucial aspect of capturing audience attention. According to Cisco, video is expected to account for 82% of all online traffic by 2022. Integrating dynamic visual elements can simplify complex concepts and make content more accessible and engaging. To explore how video can transform your communication strategy, visit our article on how to empower and make your business visible with video.

In short, well-executed visual communication not only embellishes a message, it makes it unforgettable. By creating a visual presence that authentically reflects your startup's values and mission, you'll be providing your customers with a memorable experience that fosters loyalty and trust.

In the fast-paced digital world, where startups emerge as shooting stars, the only constant is change. Navigating new media and technology trends is not an option, but a necessity to stand out. But how to adapt efficiently without losing the essence of your brand?

First, it is crucial to understand that visual communication is the universal language in the digital age. Platforms like Instagram and TikTok have redefined how brands interact with their audiences, prioritizing emotional and authentic images and videos. According to a HubSpot study, videos generate 1200% more shares than text and images combined. This not only underscores the importance of integrating audiovisual production into your strategy, but also of creating content that invites interaction.

Artificial intelligence and big data have also revolutionized the digital marketing landscape. Today, startups can personalize their communication to an unprecedented level, segmenting audiences with surgical precision. For example, tools such as Google Analytics allow them to thoroughly understand consumer behavior and adjust strategies in real time. However, as the famous writer Alan Lakein famously said, "To fail to plan is to plan to fail." It is vital that startups build a plan that not only includes these tools, but is also constantly updated.

In addition, social media management has moved from being just a tactic to a strategic pillar. Regular digital auditing and content optimization are critical to ensure that a startup's online presence resonates with its audience. In the words of Simon Sinek, "People don't buy what you do, they buy why you do it." Therefore, it is essential that every post and every interaction reflects your brand's identity and values.

Finally, don't underestimate the power of curiosity and collaboration. Startups that foster an environment of continuous learning and strategic alliances tend to adapt better to market fluctuations. At the end of the day, in the world of communications, he who doesn't adapt, gets left behind.

In the dynamic world of startups, the difference between success and failure can lie in the ability to measure and analyze the results of communications strategies. Startups often focus on creativity and innovation, but data analysis is just as crucial to stand out in a crowded marketplace. Read our Magazine on best practices to efficiently measure your strategies.

Effective measurement starts with identifying key performance metrics (KPIs) that reflect your startup's objectives. From web traffic to social media engagement, every piece of data counts. "The true progress of a communications strategy is not measured by the noise it generates, but by the echo it leaves," notes a digital marketing expert at Visibles World, emphasizing the importance of strategic analysis.

"You can't improve what you can't measure."

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Peter Drucker

To conduct effective analysis, consider these fundamental steps:

• Set clear objectives: Define what you want to achieve with your campaign, whether it's increasing visibility, improving corporate identity or reinforcing branding.
• Use analytics tools: Platforms such as Google Analytics provide valuable information on user behavior, while social media analytics provide data on engagement.
• Perform periodic audits: Digital Auditing for Social Networks is essential to adjust and optimize your strategies in real time.
• Share your findings: Foster a culture of transparency by sharing results and learnings with your team. This not only improves collaboration, but also aligns everyone towards a common goal.

An inspiring example is the case of a Chilean startup that, by applying a data-driven approach, managed to increase its visibility by 40% in just six months. The key was not only to understand the data, but to act on it with agility and precision.

Remember: in a constantly changing business landscape, the ability to adapt based on accurate data is an unmatched competitive advantage. By effectively measuring and analyzing your results, you will not only enhance your communication strategy, but also strengthen your brand's authenticity and empathy.

In the fast-paced world of startups, where every day new ideas flourish and compete for attention, communication stands as an essential pillar for success. The ability to clearly and authentically convey a company's corporate identity not only helps it stand out in a crowded marketplace, but also builds lasting relationships with customers and partners. According to a HubSpot study, 70% of companies that prioritize internal and external communications experience a significant increase in customer and employee retention. This proves that a competent communications agency can be the difference between anonymity and recognition.

At Visibles World, we understand that authentic and empathetic communication is key to redefining success in a connected and ever-changing world. Our collaborative and results-driven approach allows us to create customized solutions that reflect our clients' values and identity. After all, as the famous American writer John C. Maxwell famously said,

"People don't care how much you know, until they know how much you care."

This applies not only to interpersonal relationships, but also to how brands communicate with their audience. Incorporating effective branding strategies and communication consulting helps startups establish a strong, consistent presence that resonates with their target audience and cultivates loyalty.

Finally, it is crucial to remember that communication is not a one-time event, but an ongoing process that must evolve over time. Leveraging innovative tools such as audiovisual production and social media management can increase brand visibility and take your brand to new horizons. At the end of the day, the sustained success of a startup depends on its ability to communicate effectively and connect with those who matter most: its customers.