Useful journalism to understand, manage and grow a business.
SearchMarkets, customers, communication and sales processes.
A traffic decline isn’t always solved by publishing more. Assess search intent, the URL’s condition, and overlap between pages to choose whether to update, create, consolidate, or remove content.
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Direct sales can offer greater control and margins, but require taking on customer acquisition, logistics, and service directly. A distributor provides a local structure and manages part of the operation in exchange for a margin and commercial autonomy.
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Latin America is not a single market: available channels, digital maturity, and company capabilities vary. A country-by-country method helps determine where to acquire customers, which message to test, and how to measure results without automatically extrapolating regional data.
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Useful measurement starts by defining what “returning” means in your business. Learn how to calculate repeat purchase, retention, and churn, and compare cohorts without confusing signals with causes.
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A reactivation strategy starts by defining when a customer is considered inactive, understanding why they stopped buying, and offering a relevant reason to return. This lets you reserve incentives for cases where they genuinely add value.
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Points encourage repeat purchases, tiers recognize accumulated value, and subscriptions offer benefits in exchange for a fee. The choice depends on purchase frequency, margins, operational capacity, and whether customers find the benefits valuable.
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A clear protocol helps you respond quickly and empathetically, distinguish an isolated complaint from a recurring problem, and protect personal data by continuing the conversation through an appropriate channel.
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You don’t have to be everywhere: choose channels based on your customers, your goals, the content you can produce, and the time available to respond. A practical comparison to help you start with focus and review what works.
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Reach and interactions help explain visibility and interest, but on their own they do not prove that social media is generating business. To measure opportunities, an SME needs to connect clicks, qualified contacts, and conversions to its objectives and analytics systems.
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A practical review for describing services and credentials accurately, supporting claims, and avoiding promises of results. In Spain, requirements may vary depending on the autonomous community, the healthcare activity, and the applicable professional rules.
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A practical checklist for checking where contacts came from, the basis for sending, and the controls for each commercial message in Spain.
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