Mexicans with internet access are in frank growth, according to the Mexican Internet Association, from 2016 to 2017 the country showed a growth of 12% reaching 79.1 million users.
On average we spend a few eight hours connected from different devices, this combination of factors makes starting an online business and create your website be a great idea.
A very common mistake is to start working without a business plan, this is the main reason for the failure of an online company.
Many pages are created only with the passion of an entrepreneur, using their savings to develop it, put it online and create content believing that later they will find a way to earn an income.
In my opinion, a change of perspective is necessary to see things with the entrepreneurial mindset whose objective is to generate profits, creating from the beginning a business plan with well-defined strategies.
In this article we will review the five aspects that I consider most relevant at the time of develop a website in Mexico.
1. Business plan
Developing a plan before starting will allow you to define strategies for each stage of your site, and you will also be able to analyze if your project will be profitable and if you have the budget for development and operation while you reach your equilibrium point.
1.1 Determine the type of website
There are many options to present the content of your site, it is extremely important that you first define its format, will it be a blog ?, a news site ?, a community on a specific topic ?, an online store? Or an informative page about your company?
These are just some examples, clearly defining how you will present the information will allow you to quote from the design and programming to the number of people you need for your content creation team.
You can see here the TOP 7 business ideas to start in Mexico if you want to get an idea of where to focus your website.
1.2 Analysis of competition
When the competitors were mostly other local companies, it was important to review the strategies of your competition in order to offer competitive products to the market.
Imagine now that the competition is global, so you need to pay attention to make an analysis of other sites that offer products or services similar to yours.
Keep in mind that although you find them in the search engine results does not mean that they are your direct competitors, some barriers to entry to your market such as language, payment methods or tariff restrictions may limit a company’s access to your market.
If this is the case, reviewing your offer can help you implement other ideas to your products to improve your value proposition.
1.3 Work team
Every day the tools to create a website are cheaper and easier to use. This allows more people to access online entrepreneurship as freelancers.
However, the time will soon come when you will need help to create more content, to answer your customers’ questions on social networks, to maintain inventory, etc.
Although at the beginning you are responsible for the entire operation, create an organization chart with key positions and a specific hiring plan to be clear on what key moments in the growth of your company you should hire staff to help you.
Take into account that even experts who work with your personal brand They have a team behind them that helps them in the key aspects of their business.
Start by hiring freelancers per hour or specific project, then you can hire part-time staff until your income allows you to create a full-time work team focused 100% on the growth of your company.
1.4 Sources of income
As I mentioned in the article TOP 7 ideas for entrepreneurship in Mexico, there are many options to earn income online.
The most common are selling advertising space on your blog, affiliate marketing, company-sponsored posts, or direct sales of products or services.
Defining which will be the main one for your site will allow you to establish clear strategies to monetize your business, it is possible and even recommended to have several sources of income; However, focusing on the one that generates the highest return on investment will ensure that you have the income to continue operating in the short term.
1.5 Financial projections
Once you have determined your sources of income, initial investment and operating costs, it is time to define possible scenarios that your business will face.
The ideal is to create three projections: one with a favorable scenario, one conservative and the other negative.
If your plan is to dedicate yourself completely to your project, I recommend that you have first saved to cover at least one year of your operation, including your personal expenses, so you will have enough time to learn about the industry cycles and the details of your new business.
2. Create a web page
2.1 Domain and hosting
Probably the most important aspect for branding your digital business is choose a good domain name for your web project.
Try to match exactly the name of your company and whenever possible choose the .com, although in recent years other endings such as .net or .org have become popular, we are used to trying with .com first when we write a domain in the browser.
As a second option you can choose a country-ending domain such as .mx or .com.mx, although these endings are recognized by Mexican Internet users, it could limit your future plans to expand sales to other countries. At Websites Are Us you can register domains for your website without any difficulty and with a wide variety of extensions.
In the technical aspect you will have to pay a lot of attention to the hosting of the site, since it is the space where the files of your website will be stored.
If you have doubts about what is a hosting and how to choose the best in Mexico I recommend reading my article: Checklist for choosing the best web hosting in Mexico, where I explain in detail all the aspects that you should take into account.
2.2 Content manager
Regardless of the type of site you decide to build, you must have it updated at all times, for that you will need a content manager.
Basically it is a system that works behind your website and allows you, as its name says, to manage all the information published on your site.
With a username and password for each member of your work team, you can keep the content up to date and divide the tasks by area.
There are two types of content managers, custom-made and open source.
The first are created by a web design company to provide service to their clients, the advantage is that they are tailored to your needs, if your site needs very specific functions, this is surely the only way to obtain them.
The downside is that you will depend on the development company for future updates to the management system.
On the other hand, there are many open source options available, the most popular are WordPress and Joomla.
As they are used by many sites, there is a lot of documentation on the internet to configure them, with a little dedication and time you can even develop your own site following a tutorial; If your needs are standard like a blog and even an online store, this is a good low-cost implementation option.
2.3 Site design
It must reflect the identity of your brand, a very common mistake that we entrepreneurs make is to believe that we are designers and armed with powerpoint we put ourselves to the task of “designing” our logo.
There are many reasons not to do this, the main one being the perceived brand value. Do you ever remember that you came to buy a product and when they told you the price it seemed cheap? This happened because of this concept that is directly related to our willingness to buy.
The relationship works in the following way, the greater the perception of value, the more money we are willing to pay, if you take into account that the design of your brand and the user experience plays a fundamental role when your potential client determines the value of your product. Having a site that looks like two pesos will make your sales proportional.
3. Operation of your site
3.1 Content Marketing
It consists of offering relevant information to your consumers at different stages of their purchase decision process.
It is a long-term strategy since most of the time it is focused on brand positioning, that is, that potential customers know you, trust you and later buy from you.
Much of the marketing strategies of companies today are based in one way or another on creating content using social media to distribute it and drive traffic to the website.
You will need to create quality content for your target audience, content marketing strategies pose two challenges, the first is to create content that draws the attention of a certain audience to pay attention, interact and take action.
The second challenge is the saturation to which we are subject ( digital infoxication), thanks to the fact that now practically everyone has the ability to create content in a simple way with our cell phones and applications, it is increasingly complex for companies to excel only with the quality of their content.
There are many options available to create content, from doing it yourself writing articles for your blog and designing publications for social networks with applications like Canva, hiring the services of a freelance to help you, collaborating with other professionals in your industry and even inviting people in your audience to contribute content.
3.3 Technical support
This is one of the aspects that we often forget to take into account when we start online.
If you have contracted the development of your site with a web design company, check the support policies they offer as well as the hours of operation.
If you have planned an advertising campaign that has the potential to attract many visits to your site, notify the support department so they can monitor these spikes and allocate the necessary resources to your server.
If you developed the site with a content manager like WordPress Your best friend will be the support department of your hosting provider, so I recommend hiring one with excellent customer service.
Every day millions of searches are carried out on the internet, which in turn generate traffic to sites with quality information.
For this reason, one of your priorities is to ensure that each publication is optimized so that search engines can add it to their database and be one of the first results in their list of results.
A site with a good SEO strategy will give you many organic visits that will increase with each new publication.
How to perform a step-by-step SEO audit of your WordPress
Although the Search Engine Optimization concept is in itself a simple concept to understand, you will require the help of a highly qualified professional who can execute your campaign, especially in industries such as the sale of electronic articles where the fight for the first sites of the Results are epic and every detail counts to get them.
4.2 Social Networks
The goal of your social networks is to create an audience that interacts with your content to multiply its reach.
The effectiveness of your networks will depend on your ability to create that community of people interested in the content who consume it and share it with their friends.
It is not necessary to have a presence on all social networks, once you have defined your target market, investigate in which of them your potential customers spend more time and design marketing strategies to establish relationships with them.
Although YouTube is considered a social network, I have decided to name it separately given the relevance it has gained in recent years.
You will surely know that Google is the most important information search engine, the most used on the internet. What you probably didn’t know is that the second most used search engine is YouTube.
Every day thousands of videos are uploaded to the platform, despite that it is still one of the social networks with the most growth potential for companies, although there are channels that talk about a topic related to your industry you can always create video content for your target audience with their own style that represents the values of your company.
You can collaborate with other content creators and even other money order companies related to your industry to exchange content.
The idea is that both parties are benefited, a good way to achieve this is by sharing content on the social networks of both companies, so the audience of each will know the other.
This is the basis of influencer marketing, however in this type of strategy you should consider a payment for the influencer who will recommend your products to their audience.
4.5 Advertising strategy
As every company needs an advertising budget to make itself known among its target market. Although there are many options to have organic reach in social networks and in search engines, you should always accompany those efforts with paid advertising.
One of the strengths of internet advertising is the ability to have a super segmentation that at the same time allows you to customize your campaigns to deliver a closer message.
I recommend accompanying your campaigns with seasonal promotions that generate sales in the short term.