Digital transformation is a highly sought after topic today and it is important to know why we must transform our businesses. However, in order to understand it better, it is important toskim the story a bit.
Transactions are as old as humanity. Many years ago, people traded with each other in the markets and these transactions were more simple.
However, over time, trade and the economy evolved. With the arrival of the industrial revolutions where companies, banks and the entire economic apparatus that we now know appeared.
One of the most important elements of this great revolution was, without a doubt, television. When it appeared, companies saw in it an opportunity to communicate with their potential consumers in a massive way.
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After taking advantage of the opportunity that television gave them, they increased their capital in just a few years. This already marked the beginning of the power that communication could have to drive the business world.
Starting in the 1990s, communication was driven by the development of the Internet, which had already been created a few years ago and began to show signs that it would be the cause of another great transformation.
This transformation reached its peak in the years following 2000, when Internet connectivity was enhanced through the appearance of and managed to connect many people.
From this time, people’s lives changed, as they had now discovered a new way of interacting, relating and marketing with anyone in the world.
Unsurprisingly, if trading changed, sales definitely had to change as well. And this is how new ways of selling on the Internet were born, starting the , where anyone can offer their products to the whole world.
What factors make the world buy what you offer on the Internet?
There are some crucial factors that consumers consciously or unconsciously evaluate before purchasing any product or service. This time we are going to deal with three of the most important.
Authority
Authority is a determining factor when offering one of your products or services. This principle is based on the fact that people turn to people who are experts in a certain subject to help them solve their problems.
Confidence
Trust is another of the determining factors, because through it people expect others to act appropriately in a given situation. In other words, consumers who have confidence in a product, brand or service assume that they will not be disappointed.
Sympathy
Meanwhile, sympathy is related to the way of being or acting of a person or a brand that makes it pleasant in the eyes of the public.
These people or brands usually generate positive feelings in those who interact with them in the first instance, which makes their presence pleasant.
How to take my company from offline to online?
You will wonder why we have talked about such personal characteristics in the previous point if what we want is for you to take your digital business from offline to online. And the answer is: because digital transformation begins in the personal sphere.
The brands that meet the characteristics mentioned above are the ones that have succeeded the fastest in the digital environment, because they have prioritized personalization in their relationships. Important brands have sought to put “someone” in front so that they can represent them.
Logically, these real or created people have to gather all the values and virtues of the brand in order to be successful in the digital environment and, in addition, they must transmit what the brand wants to communicate.
It is important to emphasize that not only these companies have had great growth in the digital environment, it is also true that more impersonal companies have achieved excellent results. However, the investment of time and money to offer an attractive value proposition has been greater.
Create a personal brand
Since it is so important to create one that can meet the characteristics we have talked about and also represent the values of your business and what you offer, it is important to know how to build it.
To create a personal brand, two strategies are generally used: content and ads. What is sought with these two strategies is to reach the right audience and encourage them to trust our products or services.
With the content strategy we seek to reach the right audience, also called , where we will care about nurturing it with valuable content that brings them closer to us.
With the ads we will take care of segmenting said tribe into different profiles of buyer personas or avatars. It is for this reason that through ads we can impact them in a more assertive way.
What content to treat in my strategy?
The most important thing in a content strategy to promote your digital transformation is to solve the problem of the people who are looking for you, and also that they perceive it that way. To do so, you can of different types:
Contents that solve unlimited problems
Problems that your tribe always suffers and are recurrent in most of the members.
Content that solves current problems
Current news or new trends that may be of general interest to your tribe.
Curiosity, education and entertainment content
Content that generates curiosity for the general audience, in order to entertain and educate them in the process so that they become part of our tribe.
How to create my content strategy?
According to Euge Oller, one of the strategies that has worked best for him when starting his digital transformation is to search for content on YouTube using the algorithms and keywords important to his strategy.
YouTube will show the best results for that keyword. If you want to rank for that keyword, you need to create a video with relevant content that outperforms the top-ranked ones.
Regarding the format, it is essential that your video is in square format, since this way you will also be able to export and replicate the content on Facebook and Instagram. And it is important that this content has subtitles and a CTA at the top that encourages the audio to connect.
When you have a larger number of followers interested in what you offer, it will be time to start producing original content for each of the social networks that we have named.
Tips for creating ads
Part of the methodology that our guest Euge Oller uses to promote his business by creating videos is called AIPSCTA. This is a combination of outlining some of the recommendations for creating ads effectively.
He himself has already tried them and we will explain them to you in the following list.
- A: Call the attention of your avatar effectively.
- YO: To identify to your avatar.
- Q: Explain the issue in question.
- S: Show them one solution.
- CTA: Place a call to action (call to action).
In addition to putting these tips into practice, a good trick is to change the place where you record your videos. People get tired of seeing the same ad many times and, for this reason, it is advisable to change the environment, since in this way you will generate greater confidence in the people impacted by your advertising. And don’t worry about the messages, because even if they are similar, you will increase your results.
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