1. What digital strategies work for an SME in order to gain visibility? 

I think the main thing is the diversification of channels. I think this is something that takes a lot of time, sometimes for SMEs, to realize and they focus only on working with two networks and two channels and that's it, and I think you always must test on multiple channels. And, above all, establish a criterion for continuous improvement, that is, one always has to say, look, if we are going to make a strategy for LinkedIn, for email and for meta, what we expect from this. Many times, you don't even stop to think about what you expect, but you simply do the actions and that's it. 

2. What data can be used to measure and evaluate whether your strategy is effective? 

I'm going to give an example of a B2B company, the most relevant is always scheduled meetings, that is, if we go to the end of the funnel, obviously the most relevant is customers, but maybe depending on the conversion time of each company maybe they don't see the customer for 2 months or 3 months if they don't iterate quickly. So there are always advanced metrics that can help you understand how the campaign is going. 

If we go one step further back, it is the number of messages answered. How many end up being answered? If no one answers me at all, I may be contacting profiles that are not even active. 

3. How does an SME with fewer resources on social networks compete against big brands? 

With a value proposition, that is, in the end, the big brands are not so involved in automation on LinkedIn and they don't have all the people, the whole team automating, they have a different way of prospecting, many times because of company policy then there are opportunities because the big brands are not going to overlap you in automation on LinkedIn. Maybe in advertising yes, depending on your sector and the demand of your sector, perhaps the CPL (cost per lead) can be more expensive because you have many big brands advertising on LinkedIn but not in organic.  

4. What has changed in digital marketing since you started? 

Well, if we talked about 10 years ago before you put an "X" ad on Facebook -talking about B2C- and that ad was very likely to be able to convert very quickly, at least already talking about e-commerce, online shopping. Now it is increasingly complicated because 10 years ago no one did digital advertising, now more companies are doing digital advertising through Google ads, TikTok, meta and other platforms.   

5. How can SMEs take their first steps in new methodologies such as automation? 

When we talk about CRMs. Many times, companies think, look, CRM is something too robust, it is something too complicated, it is a universe that I do not understand and it scares me, but there are really CRMs that are very easy to start playing with, to configure and from there to be able to start moving forward. In other words, I think that the first thing I would automate as a company is prospecting, because I think it is the most important thing for any company to survive. 

6. What is the most important thing to position yourself digitally when starting out? 

It is content that can educate, that is, many times companies are very wary of not wanting to share knowledge because you say: if I share it, then I am not hired or I am not bought or I am not going to be so indispensable and, quite the opposite. That is, if you share knowledge, then they will see you as a reference, so the more knowledge you can share, surely the more chances there are that companies will want to buy from you.