During the Mexican 88th Banking Convention, held in Nuevo Vallarta, Nayarit, a long-suspected truth within the financial ecosystem became increasingly evident, though it has yet to fully translate into structural action: if Mexico wants to grow in a sustainable and inclusive way, it cannot overlook two fundamental pillars of its development—micro, small, and medium-sized enterprises (MSMEs), and financial education from an early age.

These two fronts, while seemingly distinct, share the same goal: enabling more people to access better economic opportunities. These ideas have been repeated throughout the convention’s events, although reality shows we are still far from fully applying them.

MSMEs: The backbone of the economy, still lacking sufficient support

In Mexico, over 99% of businesses are MSMEs. They are responsible for a significant share of formal employment and economic dynamism in regions where large industries are absent. However, they are also the most fragile. The high failure rate of these businesses is concerning—an estimated 80% do not survive beyond their first two years of operation. Why?

There are many causes: lack of access to credit, limited business education, low digitalization, informality, complex bureaucracy, and a market that often fails to provide favorable conditions for growth. During the Banking Convention, Altagracia Gómez —coordinator of the Business Advisory Council for the Government of Mexico—was blunt in stating that coordinated efforts are needed among the government, the financial system, and large companies to reverse this situation.

One of the main obstacles MSMEs face is informality. Operating outside the legal framework prevents them from accessing financing, hiring staff with social security, or integrating into larger value chains. The solution, according to the Plan México proposed by the government, involves digitizing processes, simplifying procedures, and offering real incentives to formalize. And this isn’t just the government’s responsibility: banks must also develop products tailored to this reality and understand that formalization is not just about meeting tax obligations, but about providing access to rights and opportunities.

Financial education from childhood: sowing the seeds of social mobility

A second essential—and until recently, less discussed—pillar is financial inclusion from childhood. Why start so early? Because the evidence is clear: children raised in households where finances are discussed, even in simple terms, develop a stronger awareness of the value of money and make better economic decisions as adults.

At the forum «Financial Inclusion and Its Effect on Social Mobility,» Condusef president Óscar Rosado shared revealing data: children in financially inclusive households have a significantly higher chance of upward social mobility. This is not just about having a bank account, but about understanding basic concepts such as saving, credit, responsible consumption, and financial planning.

From the Espinosa Yglesias Research Center (CEEY), its president, Julio Serrano, proposed integrating financial education into classrooms as a mandatory subject in both public and private schools. An ambitious proposal, yes, but also a necessary one. Access to financial tools should not depend on family background or socioeconomic status. Democratizing that knowledge can make a real difference in a society where, according to CEEY data, only 49% of adults have real access to financial services, and almost all financially excluded adults come from households that were also excluded.

Beyond theory: turning ideas into public policy

Strengthening MSMEs and promoting financial inclusion from childhood require more than good intentions. They demand funding, political will, and sustained strategies over time. They also call for moving beyond a “one-size-fits-all” approach and implementing policies tailored to Mexico’s diverse realities and sector needs: a microbusiness in Mexico City is not the same as a craft workshop in a rural community; nor is it the same to teach finance to children in urban settings as in communities with different languages or customs.

Moreover, it’s crucial that the financial system—especially full-service banking institutions—take a more active role in developing tools to promote formalization and early access to financial services. Not out of altruism, but because, as Hugo Nájera (BBVA) rightly pointed out, a more educated and financially active society also represents a more solid and sustainable business opportunity for the financial sector itself.

We are facing a historic opportunity to redesign the foundations of social development—from how we support those who create jobs to how we prepare new generations to understand the value of money and make independent decisions.

The financial ecosystem must ensure that the proposals made at the Banking Convention don’t remain just timely speeches but truly yield results, helping to build bridges across sectors, regions, and generations. If we aim for a fairer, more competitive, and more resilient Mexico, we must begin by strengthening its entrepreneurs… and planting the seeds of financial knowledge in children.

Tenet Consultores advises financial entities that contribute to the country’s development through financial inclusion and technological innovation. If you need consulting services, contact Tenet Consultores at tenet.com.mx or by phone at +52 1 55 3483 6715.

Promoting a business isn’t just about “going out and selling.” It’s a process that involves strategy, communication, creativity, and a lot of consistency. In a market where new brands, products, and services emerge daily, getting people to know you exist—and to choose you—is one of the biggest challenges. However, it’s also a huge opportunity: with the right tools and thoughtful planning, you can grow your business without needing a massive budget.

In this article, we will explore various ways to promote your venture, from the basics to more advanced techniques, focusing on what truly works today.

Start with the essentials: your value proposition

Before investing time, money, or energy into promoting your business, it’s crucial to be clear about what you offer and why someone should choose you. It’s not enough to say, “I sell this product” or “I teach finance.” Your value proposition must answer three key questions: What problem do you solve? What sets you apart from others? Why does this matter to your ideal customer?

For example, if you offer finance classes, your unique angle might be that they are designed for people with limited time or that they combine specific management techniques. If you sell a product, perhaps what makes it special is that it’s handmade, made from recycled materials, or offers a unique benefit to the customer. The more specific you are, the easier it will be for your audience to understand what you do and remember you.

Being clear from the beginning allows you to build a consistent message—on social media, your website, or even in a casual chat with a potential client.

Know who you’re talking to: your ideal customer

Once you’re clear on what you offer, the next step is identifying who you’re talking to. Many entrepreneurs try to reach “everyone,” but that only dilutes the message. Instead, when you know exactly who your ideal customer is, you can speak more precisely and create a real connection.

Think about their age, interests, consumption habits, lifestyle, daily struggles, and personal or professional goals. If you’re selling baby products, your target audience is likely to be first-time parents, typically between 25 and 40 years old, seeking safe, cute, and practical items. If you offer financial services, your target audience might be young professionals who are starting to invest.

Understanding your audience helps you determine how to effectively communicate with them, which social platforms to utilize, what type of content to create, and how to make a lasting impression in their minds.

Your digital presence is your storefront

In a hyper-connected world, not being online likely means you’re losing customers. But it’s not enough just to be there—you need to be there well. That means having a clear, coherent, and professional digital presence. Your website—if you have one—should be up to date, easy to navigate, and clearly explain who you are, what you do, and how someone can hire your service or buy your product.

Additionally, you should be active on the social networks where your target audience is present. You don’t need to be everywhere. Sometimes it’s better to focus on one or two platforms and do them well, rather than being on five and maintaining none. Instagram, TikTok, Facebook, LinkedIn, or even WhatsApp Business can be powerful channels—if used strategically.

Another key point is that everything you do should communicate a consistent aesthetic. From your logo to your colors, images, and text—everything should express a clear identity. This builds trust and makes your brand more recognizable.

The content you share is your brand’s voice

One of the most effective and sustainable ways to promote your business is through valuable content. Content doesn’t just sell—it educates, entertains, and builds community. When you share helpful information, stories, or tips related to your offering, you stop being “just a seller” and become someone knowledgeable, helpful, and trustworthy.

For instance, if you have a healthy food brand, you could share recipes, nutrition advice, or ideas for prepping weekly meals. If you offer organizational services, you might discuss how tidying up reduces stress or provide mini-guides on effective routines.

Content can come in the form of posts, videos, stories, reels, newsletters, blogs, or podcasts. What matters most is that it’s authentic, relevant, and encourages interaction. When people see your brand offers value, they start following, recommending, and eventually buying from you.

Invest in advertising with strategy

Many people are hesitant to invest in paid advertising, especially when they are just starting out. However, when used effectively, it’s a powerful tool for reaching new audiences, promoting products, or launching targeted campaigns. The key is not to throw money around—you need clear goals and to track your results.

The most common platforms are Meta Ads (which include Instagram and Facebook), Google Ads, and TikTok Ads. If you sell visual or impulse-driven products, such as clothing, home décor, or cosmetics, Meta or TikTok may be effective options. If you run a more technical or local business, Google Ads may be a better option.

Ideally, start with a small budget, test different ads—images, copy, target audiences—and see what works best. The goal isn’t to spend more, but to spend smarter.

Creative activations and collaborations

Another powerful way to promote your business is to think outside the box and engage in impactful activities. Special promotions, limited-time discounts, or well-planned giveaways can attract new customers and boost visibility. But you can also consider collaborating with other brands or professionals.

Strategic partnerships multiply your reach. If you sell handcrafted jewelry, team up with an independent clothing brand to create a joint lookbook. If you own a café, host a tasting event with a handmade sweets business. Great partnerships are based on shared values and overlapping audiences. Plus, these actions often generate spontaneous content—people share, comment, and help spread your brand.

The power of recommendation

Never underestimate the value of a satisfied customer. Recommendations remain one of the most influential factors in a buying decision. Today, that “word of mouth” happens on Google, social media, and your clients’ stories.

Ask for reviews, show your followers what others are saying about your product or service, share screenshots of real conversations (with permission, of course), or record short testimonials. You can also create a referral system where those who recommend you get a small reward or discount.

The goal is to turn your community into brand ambassadors. This not only boosts your reputation but also builds a chain of trust no ad can match.

Measure, learn, and adjust

One of the significant advantages of digital marketing is that everything can be measured. Which content performed best? What time gives you more reach? Which ad got more clicks? Regularly looking at this data helps you make smarter decisions and avoid repeating what didn’t work.

You don’t have to be a metrics expert. Tools like Instagram Insights or Google Analytics can simply provide key information. The important thing is to stay curious: test, learn, adjust, and test again.

Marketing is, in many ways, a lab. Every business is unique, so what works for one may not work for you. But with data, you can refine your path.

Show yourself: people connect with people

Today, the brands that best connect with their audience aren’t the biggest ones—they’re the most human. Showing who’s behind the project, sharing behind-the-scenes content, and being honest about your challenges or learnings creates closeness and empathy.

Don’t be afraid to appear on camera, tell your story, or show your work process. The more authentic you are, the more you’ll connect. Because in the end, people don’t just buy what you do—they buy your story, your energy, and your commitment.

Consistency is key

Finally, remember that promoting your business isn’t a one-time task. It’s a habit. It’s a core part of the entrepreneurial journey, and you need to make it part of your daily routine. You don’t need to run massive campaigns all the time, but you do need to maintain active, honest, and consistent communication over time. With small, regular actions—a weekly post, a daily story, a monthly collab—you can build a solid, recognizable, and beloved brand. And that, in a crowded market, is worth gold.

Featured image by Adeolu Eletu (CC0).