Most digital marketing advice assumes you have a team, a big budget, and free time. Colombian SMBs have none of the three. So what actually works when you start from scratch?
The mistake of trying to be everywhere at once
Instagram, TikTok, Facebook, Google, email, WhatsApp, YouTube. If you try all of them at once, you end up doing everything halfway. The result: lots of effort, few results, frustration. The rule is: choose one or two channels, do them well, then expand.
The minimum viable route for a Colombian SMB
1. Start with the channel you already have: WhatsApp
98% of your potential clients already use WhatsApp. Before spending a peso on advertising, optimize your WhatsApp Business: complete profile with hours and catalog, quick replies for common questions, and a welcome message that explains what you do in two lines.
2. Basic presence on Google: the step most SMBs skip
Before paid advertising, register on Google Business Profile. It's free. When someone searches for your type of business in your city, you appear on the map. Many SMBs get their first 10 clients just from this, without spending anything on ads.
3. Choosing between Meta Ads and Google Ads
With $300,000–$500,000 COP per month (~$70–$120 USD) you can run real advertising. The key difference: Google Ads captures people already searching for what you sell (high intent). Meta Ads interrupts people while they scroll (lower intent, but wider reach). For most starting SMBs, Meta Ads generates more conversations; Google Ads generates higher quality conversations.
What metrics to watch (and which to ignore)
- ▸Watch: cost per lead (CPA), messages received, sales closed from digital
- ▸Ignore: likes, reach, impressions — they don't pay bills
- ▸The most important metric: how many new clients came from this channel this month?
Not sure where to start for your specific business? Tell us what you sell and in which city, and we'll tell you exactly what to do first.