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Improve the visibility of your SME

You have a novel product or service and a consolidated brand, but do you know how to give visibility to your business to attract more customers?

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Published by ConnectAmericas

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Do you have an innovative product or service and a consolidated brand, but do you know how to give visibility to your business to attract more customers?

Visibility is what will allow you to stay in the minds of your current and potential customers and eventually succeed in selling to them. Think about it: it's more likely to sell to those who already know your brand than to someone who doesn't even know you exist.

But how do you achieve that visibility? In this article, we will share five tips that will help enhance your company's presence.

  1. Improve the browsing experience of your website

With the prevalence of the internet, it is essential for every company to have an online presence. However, having a website is not enough; it must be designed to provide a good experience for visitors.

Consider that your website is your introduction to potential customers or consumers you want to retain.

So, a good website should have these three basic elements: be fast, easy to use, and effective.

  • Fast: Speed is crucial for users, especially on mobile devices. It is recommended that your site has a loading speed of less than 3 seconds. To ensure this, the key is to optimize it constantly (for example, not loading heavy images, enabling file compression, and avoiding redirects).

  • Easy to use: Design your website so that visitors can easily find basic information about the service or product you offer, how to acquire it, and your contact details.

For the purchasing process, you can follow these recommendations:

  • Offer the option to make a purchase without the need for registration, or allow guest or social media purchases, without filling out many registration fields.

  • If you use forms, show the funnel steps in a progress bar, indicating to your customer how long the process will be and what information will be requested at each step. Another option is to have a single-page form (just remember not to make it too long).

  • Consider offering the option of email auto-complete.

  • Use encapsulation, color contrast, and directional signals to highlight call-to-action buttons (CTA).

  • Effective: It means that the site's goal can be successfully achieved, whether it's a purchase, a lead, etc. Remember to offer benefits instead of features. Instead of talking about the qualities of your business, explain to the user how it benefits them. For example, if you have a robust distribution system, instead of sharing details with the user, explain that your distribution system will guarantee fast and secure delivery.

Other elements to consider for improving the browsing experience include security and an attractive design.

  • Security: Remember that to be a secure website, you must use a secure hypertext transfer protocol (https), which is the secure version of http seen on all websites and refers to the protocol used to send data. You can also display trust marks on the payment page. For example, adding whether you use encryption or antivirus generates more confidence for the user.

  • Attractive Design: When designing your website, ask yourself if your content satisfies all the experience moments your users need. Do you explain what you are and what your business is about? Can they easily contact you? Can they easily view the products or services you offer? Are your images attractive and inspiring but related to your brand?

These tips were taken from the webinar "Learn to optimize your website," available on the ConnectAmericas platform. We recommend reviewing it if you want to delve into this topic.

  1. Build a social media marketing strategy

Having an optimized website is an important step, but not enough. Imagine how many businesses have an online presence and are trying to attract consumer attention! That is the ecosystem in which you want to stand out.

One way to gain visibility is through social media, which has not only become popular but is also a tool that favors the self-management of content creation.

However, to take advantage of them, you need to implement a strategy. If you haven't taken the step to use social media to promote your business, or if you're already doing it but not getting the expected results, we share this basic guide to get started:

  • Clearly define the goals you want to achieve.
  • Create a representation of your ideal customer. Specifying their aspirations and interests will help you create a more accurate action plan.
  • Choose the right social media platforms for your brand profile. A common mistake is thinking that you have to be on all social media platforms, but when you define your goals and know what type of customer you want to reach, it will be easier to know where you need to be present.
  • Generate content in different formats but always in line with your customers' interests.
  • Constantly analyze the results. This will allow you to know what is working to replicate it and what is better to adapt or abandon.
  • Seek partnerships with partners or content creators. Content creators are increasingly taking center stage on social media and are redefining how to interact with audiences. For companies, they are an opportunity to enhance their brand and deliver the right message to the right audience.
  1. Register in business directories

Another way to gain visibility and improve the positioning of your business is to register in business directories.

It is important to choose which directory or directories you are interested in having your company listed in; consider that this will determine the projection you give to your business, the growth opportunities you attract, and the network of contacts you can build.

Keep in mind, for example, that some directories are regional or only target a specific sector. If your intention is to expand to new markets, perhaps those options are not the most suitable for you, and you might prefer a directory with broader reach.

ConnectAmericas has a business directory where you can showcase your business and find potential customers, suppliers, and business partners. In addition to promoting your products or services, you can find new markets and business opportunities to grow your company beyond your country's borders. You can also expand your network of contacts with thousands of potential partners, customers, and suppliers.

It is a free directory; you just need to register and complete your business profile. You can do so at this link.

And to ensure that you get the most out of the ConnectAmericas business directory, we recommend this webinar where you will learn how to create an attractive profile, how to search and apply for business opportunities, and how to find companies and contact counterparts, among other contents.

  1. Generate Trust

ConnectAmericas also has a product called Reliability Badges, which certifies that certain information provided by a company has been verified.

And what is that for? With this, companies can increase the reliability and visibility of their profiles on the ConnectAmericas platform, and business partners can be sure that this information is true.

This is especially important for SMEs with little or no export experience since the level of trust from other companies may be low. By obtaining these badges, the company's profile can be more attractive to potential customers and provide more certainty to other companies.

How do they work? ConnectAmericas verifies the information based on the documentation shared by the companies. Importantly, unlike other validation processes that are usually expensive, these badges are entirely free for all platform users who request them.

Find out here what are the different types of reliability badges that your company can obtain.

  1. Make Yourself Visible Outside the Digital World

Of course, there are also possibilities outside the digital world to give visibility to your business. One of them is business fairs, as they are large-scale events where all participating companies, regardless of their size, have the opportunity to showcase their products or services, present their mission, and be seen by potential customers, suppliers, and business partners.

Participating in a business fair requires planning to get the most out of it and ensure that the investment you will make in it pays off. So we share some tips on how to prepare to attend this type of event:

  • Before the event: Prepare your participation by ensuring you have a stand, inquire about the shipping costs of your products, and any other associated expenses. Familiarize yourself with the logistics of the event. Also, prepare a pre-event marketing strategy to generate excitement about your participation in the event.
  • During the event: Consider that everyone at the fair is there with a mission, whether it's finding a product, improving an offer, meeting the competition, etc. But what they don't have is time to waste. To attract their attention, work on your image, have a short and attractive speech that condenses your value proposition. If the fair is in another country, know the protocols of the place. Think of innovative ways to attract more people.
  • After the event: Implement a strategy during the event to collect the data of people who approach your stand. After the event, use that information to send them a thank-you email. If you committed to sending more information to someone, don't forget to do so as soon as possible. Remember that the contacts you made during the fair need to be maintained to endure.

We invite you to learn more tips on how to take advantage of international fairs in this webinar.

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