Fuertebebé interview

1. What motivated you to promote a strategy for attracting and selling in the online channel at Fuertebebé?

For us, what prompted us to start with a digital strategy was really the pandemic. We opened just a few months after the quarantine was over, so that's when we saw the need for digitalisation and online sales without people having to leave their homes.

2. What key digital marketing actions have you developed to attract, convert and retain customers?

For us the most important thing is the website, as it is our direct sales channel, but it is true that in order to promote this website and for people to reach it more directly and end up making a sale, we are also forced to use social networks, especially Facebook and Instagram, which is the most popular. Little by little we are implementing TikTok, which the new generations are also using a lot, and after the pandemic it has been very popular.

For us, the most important thing is the human factor, as this gives our clients more confidence and if they have any doubts, they can ask us and we can really see what their needs are and provide them with a solution to their needs. The human factor is very important in social networks, as it is something very cold and so they have a visible face of who is behind Fuertebebé and that we are people and that not everything stays on a screen, but that we don't lose that human contact.

What I usually do is to appear a lot in stories and explain all the products. Now I have a four year old, but I have just become a mother again, so I explain: "well look, I have tried this product, I love this product, this product is like this, the difference between this one and this one, etc.", as if you were going to a physical shop, well, the same, but doing reels, videos, stories, and then always being myself in the spotlight.

I have, for example, a schedule in which month by month I do it and I plan, well, this day I have to upload, this is a photo or a reel. So I plan what I'm going to upload, the reels I've already recorded before, so I go straight to uploading. It's true that if you look at my social networks now there is a break for maternity.

But before I had the baby, I had a schedule months, even two months in advance, and I knew what I was going to do. So, instead of doing tasks day by day, maybe I took a weekend and recorded all the reels I had that month and then, little by little, in the free spaces, I was doing the posts, looking for the photos and everything to have it all planned out

3. What makes you different from other similar businesses?  It is true that I am very involved in social networks. I think that in the digital world the most important thing is to hire professionals. And apart from hiring professionals, as in my case, I am in charge of the social networks, so I did a course beforehand and they told me how I had to do the planning strategies that you just asked me about and be more organised and not go crazy. Because in the end, when you don't have a plan behind you, you can do it well for a week, but then you go crazy and you don't keep doing it. So organisation in the digital field is very important and to be surrounded by professionals. For me the most important thing has been that, that I stand out, why I do reels, I show myself and I have continuity. It's not that I upload a photo and then I don't upload them for 15 days, but I try to have a post, a reel, something every day so that I'm positioned in the social networks, in the first results. The most important thing is to have good professionals, because we all have a Facebook or Instagram profile, but your personal profile is not always the same as your public profile. In other words, in the end you also have to have a professional image, and if you don't have some training, you're not going to give that image. What has made me stand out from the rest has been the strategy I have behind me in terms of planning, organisation, and knowing how the application works, how to make reels, how to reach people. Then also, the products I use, a lot of quality products and also that it is not intoxicating, as they are for children, as natural as possible and of good quality, organic cotton, I opted for a variety that was not as synthetic as what we had known, but more environmentally friendly.

4. What aspects do you think should be taken into account when you are developing a digital marketing strategy? You think that because you run your social networks, because it's your personal brand, you think at first. I did have the idea of the brand in mind, the brand colours, my personal brand and so on, but I tried to carry it out, but until I did the course, which is when I became professional, so to speak, in this area, I was a bit adrift. What's more, on Instagram you can go to the beginning of my photos and you can see that I had an attempt at professionalism, but I didn't get there. So now you see my story and my posts, you can see that there is a correlation of colours, of composition and that makes you stand out.

5. Have you done raffles and collaborations? Yes, above all with self-employed people in my town. That's what I usually do more for the kilometre zero theme, to promote local commerce, so yes, I've usually done collaborations not only in my sector, but also in the fashion sector. As my sector is about children, maybe I get involved with a clothes shop and then we raffle a shirt for the mother and a onesie for the child.

6. What return have you had on the strategy developed and what methods do you use to measure the impact? When I did the stock programme and all this, it is also linked to my website. So I can know the visits to the website, but also the stock that comes from the website and apart from that, the private messages that come to me through social networks and so on. It is true that the more you are in the digital world and in social networks, the more it increases.

7. What advice would you give to other businesses that are thinking of embarking on a successful digitalisation process?  Above all, that they should learn, that they should not think they are gods, that they should inform themselves, that they should surround themselves with professional people and that many times we freelancers, above all, are afraid to invest in learning. In the end, this is a handicap we have, because we think that this course costs €300, and that €300 can be invested in merchandise, for example. But the key to that €300 is that you grow more. So we self-employed people are often afraid of that, of taking courses, learning and not being afraid, because in the end it is necessary, especially in this world that is becoming more and more digitalised and we have to be prepared to take these tools and transform them.