Mike Cano: From local reporter to digital leader

Cano created a company, digital training programs, and marketing tools to boost the growth of small businesses.

By Migdalis Pérez

Los Angeles  – A decade ago, a media industry veteran made a decision that would change his life and the lives of many small businesses across the United States. With over 30 years of experience leading some of the largest Hispanic media companies in the country, Mike Cano decided to take a leap of faith in 2014 and founded Latino Digital Solutions (LDS).

Today, his company serves as a guide for entrepreneurs seeking to establish themselves in the online world. “My passion has always been to support small business owners and help them grow using digital tools and resources,” he says.

That spirit of service, combined with his deep knowledge of the sector, drove him to open his company at a time when the transition to the digital environment was beginning to gain momentum. “When I launched my own business, my challenge was to find the right digital tools and platforms to be able to provide the best service and results to my clients,” he recalls.

So, his instinct and dedication were key. Having started his career as a reporter for local newspapers, he understood the power of information and its ability to connect communities. The transition from print to digital media, meanwhile, was, as he himself describes it, a natural step.

Something similar has happened with his approach to learning and adapting to new developments. “Since digital technology is growing at an ever-increasing pace,” he points out, “I am constantly educating myself about all things digital so I can support my clients.”

With this commitment in mind, LDS offers comprehensive solutions that include website development, SEO, email marketing, social media advertising, and programmatic strategies, among other key tools for business growth.

Of course, this success story hasn’t been without its challenges, such as the one that came with COVID-19.

“During the pandemic, we supported hundreds of small businesses that would have failed if it hadn’t been for our help,” he says proudly.

Having become a full-fledged achievement, this challenge constitutes one of the pillars of its trajectory and reflects LDS’s main mission: to be an ally for entrepreneurs, even in such dark times as those experienced during the coronavirus outbreak.

All things considered, the impact of this California-based company extends beyond its clients. As Cano states, his company has also built deep relationships with several non-profit organizations and numerous business partners.

But that’s not all: starting from the premise that “small businesses owned by women and people of color face disproportionate barriers to success,” this entrepreneur also leads The Center by Lendistry’s digital training program for small businesses in Spanish and English.

This is a non-profit organization focused on closing these barriers, “providing resources, technical assistance, and access to equitable loans, which, in their view, allows diverse small businesses to thrive.” Through its Digital Growth Accelerator Program, this charitable entity helps women-owned and diverse-based businesses create and implement effective online strategies.

According to Cano, a graduate of Long Beach State University and Stanford Graduate School of Business, this program “offers practical resources and personalized assistance to help entrepreneurs develop or improve their digital marketing, social media presence, and online sales.”

As one might expect, behind Cano’s success lies a story of hard work and resilience. Born in Guadalajara, Mexico, and the third of seven children, he emigrated to the United States at the age of five and grew up in a modest home in California, where he often worked two jobs to pay for his education and help his family.

“Despite the challenges,” he notes, “I was the first person in my family to graduate from college.” That sense of purpose, precisely, is what has guided him throughout his career. From his beginnings as a local journalist to his leadership positions in Spanish-language media, he has always maintained a deep connection with the community he serves.

“I feel honored to be part of an industry of entrepreneurs who work hard, tirelessly, and who often sacrifice their personal lives and time to launch and grow their dream businesses,” he shares. And as he anticipates, the future of his company is full of possibilities.

“Our goal is to support our customers, current partners, and non-profit organizations in order to expand our training and digital solutions for small and medium-sized businesses.”

With a focus on innovation in these times and the innate commitment he assumed long ago, his vision remains clear: to empower Hispanic entrepreneurs in particular with the digital tools they need to succeed.

Read article in Spanish / Leer artículo en español: https://negociosnow.com/mike-cano-de-reportero-local-a-lider-digital/