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For 17 years, Global Entrepreneurship Week has been held in Uruguay, the international movement that brings together almost 200 countries. This year it was developed with a focus on early ages and had the purpose of “promoting girls, boys and young people the idea that entrepreneurship does not only involve creating a business, but a matter of attitude.”
The agenda had three axes from which various proposals were invited: activities and inspiration for all ages, entrepreneurship from childhood: attitude and action, and The Uruguay Entrepreneur Network: a consolidated ecosystem. 138 activities were developed and 102 different institutions were presented in all departments.
Ana Laura Trías, coordinator of the Uruguay Entrepreneur Network, stated that the network feels great pride since they managed to reach the institutions that support entrepreneurs from all over Uruguay and all departments; This is intended to decentralize so that support can also be extended to those who do not live in the capital.
Trías expressed that the purpose of this type of activities is to “foster entrepreneurial culture” and also “tell stories, promote and motivate” different ventures so that they can use the instruments “better than they have been doing.”
A showcase open to the world
The workshop Discover the power of Instagram for your business It was held on November 18 via Zoom and was dictated by Ivana Riccardi, an Argentine expert in social networks and digital tools, creator of the “Ir Comunidad” account and specialized in entrepreneurial and professional women. Its purpose, according to Trías, was to share tips on how to sell and improve your personal brand in order to “get the most out of” Instagram.
Instagram is a Meta social network founded in 2010 that currently has 2 billion active users. Riccardi said that the application was born with the objective of sharing photos but later it became a “powerful marketing tool, used by all companies.” She also invited us to “take advantage of all social networks,” since according to her, “digital marketing offers a global reach.”
According to the specialist, the social network is a “showcase open 24 hours a day with access to any part of the world.” In addition, he emphasized that one of the greatest benefits is that it can be managed from anywhere and at any time, and unlike other tools “there is no initial investment needed to be able to use it.” Although he did point out that it is necessary to train and that there are also free tools for this.
“The life of an entrepreneur is difficult, because they not only make or try to sell a product or service, but they also produce it, make the packagingthey do everything”, so to achieve greater productivity and efficiency, and to be able to allocate time to “promote” entrepreneurship, he established three elements as “fundamental”: “Having a digital presence to avoid disappearing, training, and finally incorporating artificial intelligence ”.
before and after
Riccardi emphasized the new tools that digital marketing provides that did not exist before, and warned that it is necessary to take into account since “the way of promoting and expanding products or services” was modified, therefore to “occupy the place that could occupy another, you have to update”.
In addition, she highlighted the importance of training to make the most of this tool, and to do so the need to “strategically apply and know everything that the platform offers”, which according to her, is based on four pillars: the creation of an “authentic” brand , original and creative”, interaction with the audience, having the collaboration of other accounts and finally, data analysis.
According to the expert, authenticity is the differentiator to achieve an “original” brand, and she reinforced that it is necessary to always keep in mind that “it is a social network,” which requires constant contact and dialogue with the audience. Riccardi explained that having “broken down geographical barriers”—unlike when there was other types of advertising—now the reach is not limited to people from the neighborhood or town, but rather reaches “anyone who is anywhere in the world.” world”. Therefore, according to her, it is a favorable trait for those who undertake and create their brand.
Another key point of digital marketing is “cost effectiveness”, which no longer means a large investment. A few years ago, advertising was carried out and “the effect” of the investment was not known. Nowadays, by being able to visualize the data and analysis, one can better know if my product or service is offered well to reach the target audience, therefore “if “I am doing the right thing,” he concluded. He encouraged feeding a “curious spirit” and revealed that “in the digital world there are no catastrophic errors, everything can be solved.”
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One of the current trends is real testimonies, according to the expert. It is no longer necessary for a “supermodel” to highlight my product, but by showing someone “as similar to the public as possible”, an identification is established that provokes “empathy”, since it brings closer the distance with “that person who could be me,” he explained.
The Instagram account
According to the expert, the Instagram account has to be organized, and she exemplified: “When you invite people to your home, try to make sure it is organized,” therefore, if the objective is to “invite” more followers, you must prioritize “the order.” and the prolixity of feed”. In addition, update the application to have the newest tools, and “clean up” taking into account the four formats that exist: the feed that expresses “authority”, the reels that are used for “attraction”, the stories to “interact”. ” and the live to “connect”.
Riccardi said the first thing to do is change your personal account to a professional account, whether you are a creator or a business. By becoming professional, options are enabled that allow users to have a better experience when entering. He recommended the “creator” account over the “company” account, since it offers a list of options that already takes characteristics of what is behind the service or product that is offered, he explained.
How is an account organized? In principle, a tree of links such as Linktree, Biotopics, Tapping (among others) must be created, then so that the user can establish contact through a known network such as WhatsApp —taking into account that many people do not know how to use 100 % Instagram—and they will also be able to access a product catalog, and finally a link with a user manual for the product or service as a “gift,” he detailed.
He also talked about the live format or livewhich he said serve to capture the audience because it implies an interaction in the present, but he mentioned that there must always be an objective behind so as not to lose focus.
The most common mistakes
The expert pointed out that she is not in favor of “being on social networks all day, since it is something harmful,” but that to avoid it, it is necessary to “take advantage of time, which is the most valuable thing.”
First of all, he said that “not having a clear strategy” is the first mistake. The strategy includes an objective with a purpose, it can be to make yourself known, be it to be an influencer, sell, position yourself as the best product, or another, but regardless of what is established, it must be “achievable, relevant and measurable over time.” specific. Therefore, as a first step, more specific objectives must be established, which she calls “objective.” smart”. This involves evaluating where you want to get to, in how much time and in what way.
In addition, he referred to the “constant” distraction due to devices and social networks, and said that the only way to combat them is by establishing objectives that focus through the predetermined strategy. The next step for a “successful” strategy is knowing the audience, which includes knowing who is on the other side taking into account that “tastes change and you have to have flexibility to adapt and the ability to read what people need.” ”he explained. The final step involves analyzing competitors to learn from their successes and failures, and developing a calendar to allocate time for planning.
The second mistake he listed is “lack of content planning.” He highlighted that there are currently various tools to automate publication, “the more I automate, the more I free myself up,” he urged, and consequently it will result in more time to dedicate to the “production of the product that is offered.” He recommended planners such as Planoli, HubSuite and mainly Business Suite, due to the practicality it offers.
Consistency and presence on the social network is key, therefore “lack of consistency” would be something to improve. He also mentioned the importance of building “a visual identity” from creation. This means having a name that is clear and as simple as possible, a legible logo, a color palette, using the same typography, maintaining an image style, and applying similar templates to everything. He recommended design tools such as Canva, EndaPred and Artificial Intelligence. He also proposed as a solution: use content planning and scheduling tools, and maintain a regular and consistent publication calendar.
Another common mistake is producing “irrelevant or boring” content. And it detailed five types of content: educational, inspirational, entertainment, promotional and behind the scenes.
Educational content aims to “teach the audience something.” Inspirational seeks to motivate and connect emotionally. The third aims to “amuse or surprise”, and warned about taking care of the “ecosystem of followers”, this means “humanizing” the brand without “exposing” personal life that has no connection with the objective. The promotional type has the purpose of “selling products or services”, maintaining as a basis that it is “tempting”. And the “behind the scenes” must “show authenticity and humanize” to strengthen transparency and the relationship with the audience.
“The lack of authenticity” is also an oversight since, according to Riccardi, authenticity does not imply reinforcing “icons of beauty” or following standards, but rather it means “accepting” the difference, since it is important that the “way of “be goes hand in hand with the brand.” He reflected that today there is a certain tendency to homogenize and standardize physical features and stated that “what is different is what a person must take to make themselves known.”
On the other hand, there is a failure if the focus is placed “solely on the sale.” Being a social network, interaction must prevail, “it is not enough to just show the products”, for that you can choose to have a product catalog on another platform, be it a website, Whatsapp Business, Canva, BioLibre, among others. . Riccardi emphasized that we live in the “age of immediacy” therefore when the audience asks a question, they expect an immediate response, for this he recommended automating saved responses, or having a pre-established message, otherwise there is a risk of “lose a client,” he warned.
She explained that it is necessary to “be informed about the latest Instagram trends and updates” and recommended following blogs, podcasts and social media experts to stay up to date. He also emphasized that if analytics are not used to monitor performance, know what is working at the moment and thus adjust the strategy based on the data obtained, such as Insights or other analysis tools.
“You have to solve it, you have to make Instagram work for you, not you work for Instagram,” the expert concluded.
* **What are some effective strategies for using Instagram’s different features (feed, Reels, Stories, Lives) to promote a brand or business?** [[1](https://www.zhihu.com/question/406309476)]
Here are some open-ended questions to spark discussion based on the provided interview with digital marketing expert Alejandra Riccardi:
**Section 1: The Reach and Power of Digital Marketing**
* Alejandra emphasizes the global reach of digital marketing. How has this shift impacted traditional advertising methods, and what new challenges and opportunities does it present for businesses?
* The article mentions “cost-effectiveness” as a key benefit. Can you elaborate on how digital marketing allows for more precise targeting and measurement of results compared to older advertising models?
**Section 2: Authenticity and Engagement**
* Alejandra advocates for “authenticity” in branding. In a world saturated with carefully curated online personas, how can businesses and individuals strike a balance between professionalism and genuine self-expression?
* The article highlights the importance of “real testimonies” and relatable content. How has the rise of influencer marketing changed the way consumers perceive and trust brands?
**Section 3: Mastering Instagram: Strategy and Tools**
* Alejandra suggests transforming a personal account into a professional one. What are the key advantages of doing so, and how can creators and businesses leverage the different features available (feed, Reels, Stories, Lives) to their advantage?
* The article describes the ideal Instagram account as “organized” and “prolific.” What are some practical tips for achieving this, and how can tools like Linktree and scheduling apps contribute to a successful strategy?
*
**Section 4: Common Mistakes and Lessons Learned**
* Alejandra identifies “lack of a clear strategy” as a common mistake. In your experience, what are the essential elements of a successful social media strategy?
* The article emphasizes the need for consistency and avoiding distractions. How can individuals and businesses manage their time effectively and avoid being overwhelmed by the demands of social media?
* What are your thoughts on the importance of analyzing data and adapting strategies based on audience engagement and evolving platform trends?
**Section 5: Looking Ahead: The Future of Digital Marketing**
* Alejandra encourages staying informed about the latest Instagram trends. What emerging platforms or technologies do you believe will shape the future of digital marketing?
* What advice would you give to someone just starting out with digital marketing, considering the information shared in this interview?
Remember to create a safe and inclusive environment for discussion, encouraging participants to share their own perspectives and experiences.
