Manual de buenas prácticas comunicativas para el crecimiento comercial de las empresas en desarrollo del sector de ventas de productos tecnológicos.

Abstract

Small and medium-sized enterprises (SMEs) account for approximately 90% of the country's economic sector. A significant portion of these companies compete in a saturated market that demands constant innovation, not only in products and services but also in communication. In this context, social media has established itself as the main platform for showcasing the best of each company, provided that effective digital communication strategies are implemented to generate reach, interaction, and recognition. By examining the digital positioning of developing companies in the local market, communication shortcomings were identified, and suggestions were implemented based on the study of tactics employed by established companies. To achieve these objectives, a mixed methodological approach was adopted, combining quantitative tools to gather key data on the impact of digital strategies and to measure the level of knowledge entrepreneurs have regarding communication, with qualitative tools to analyze visual identity, the digital plans implemented, and to conduct interviews with experts in communication and digital marketing. As a result of this research, the “Manual of Good Communication Practices” was developed, a document that summarizes the basic concepts of communication, the essential elements for building a solid brand, and the key steps for creating a digital strategy. Its purpose is to lay the foundations for the development of effective communication and serve as a guide for those entrepreneurs who are thinking of moving their brand into the digital world.