By now, you probably know that your business needs a strong online presence in Kenya to sell products/services and get its name out there.
The 2020 pandemic crisis made most Kenyan customers gradually adapt to the digital world to fulfill their basic requirements.
Nowadays, customers get curious and start by learning about the company through google search results before making a purchase.
Due to fierce competition on the internet, business owners must compete with different digital marketing tactics to attract online customers.
However, many businesses are still unsure of how to get started with digital marketing, and this can be a daunting task. But with some guidance, companies can quickly get started with digital marketing in Kenya.
The concept of doing digital marketing in Kenya is simpler than you can imagine. When you are just getting started, it may seem overwhelming to know where to begin and how to “up your game.”
Digital marketing is using any kind of electronic means to market your business.
If you are a business owner looking to understand and decode the mysteries of doing Digital Marketing in Kenya, this guide is all you need.
If you’re one of those struggling, let this article enlighten you to have an expanded awareness of digital marketing in Kenya.
After reading this guide, you will be able to determine which technique is most suitable for you to improve your online presence and instantly transform your business.
The Benefits of Business Digital Marketing in Kenya
Research has shown that 89% of purchase decisions begin with online research. This tells you that any business that is not using digital marketing is losing a lot.
Some of the significant benefits that a company stands to gain by leveraging the power of digital marketing include:
- It’s cost-effective: with a budget of Ksh 300 per day, you can reach over 1000 potential customers. Many digital methods are budget-friendly and allow you to choose your budget. The only cost to digital marketing is time. It takes time for strategies like SEO, content marketing, and social media engagement to work the magic.
- It’s the most powerful form of marketing.
- It will help drive sales to your online business.
- It helps you make direct contact with your customer.
- It can help you build a brand name for your business.
- It will build brand value and give you better visibility.
- It can boost your company’s image.
- Customers can access your products at any time of the day or night.
- It reduces operational costs (rent, utilities, other office expenses)
- It enhances credibility and boosts trust levels, and in times of crisis, you are sure to have continuity since the Internet could never be shut down.
How To Get Started With Business Digital Marketing In Kenya
Table of Contents
Step 1: Buy a Domain Name for your Business
A domain name is the unique name of your website. It is your website’s equivalent of a physical address only that it is found on the World Wide Web.
It consists of a website name and a domain name extension. A good domain name leads to strong branding that helps potential customers easily find your website.
A domain name will help your business in the following ways:
- Effective Branding: A great domain name that is well thought-out will help you communicate your business to your customers in a transparent manner and portray your brand values and mission.
- Memorability: A domain name makes your website easy to remember. It is easier for users to remember a short name than a string of IP addresses. This makes it more attractive to your audience.
- Credibility: Using a custom domain name makes your website appear more professional than a free domain. Customers are more likely to trust you and do business with you.
- Improved SEO: If your domain name contains relevant keywords, it will positively impact your website’s search engine optimization and improve your ranking on search engines.
To buy a domain name for your business, you will need to visit an accredited domain registrar like Creative Kigen Cloud
Search for the availability of your chosen domain by typing it on the provided search box.
If it is unavailable, you will be given alternatives similar to your domain. You can choose from here or suggest another domain name.
Ensure that the name you choose represents your brand as much as possible. Consider the domain suffix that you would like to use.
The most popular are .com and country-specific suffix like .co.ke which resonates best with your clients in Kenya.
Once you settle on your domain name, add it to the cart, then pay through the options they provide.
Note that this is not a one-time purchase.
Typically, you will be paying to own the domain for one year, after which you will need to renew your registration for a fee. Ensure you check this fee carefully, especially if your initial purchase was discounted.
You can, however, register your domain name for free. Several domain registrars, web hosting providers like hostpoa offer free domain names with the purchase of another service.
Check for this option on the service providers you choose, especially if you need hosting or web development services.
Step 2: Invest in a Business Website
A website is your 24/7 shop where customers can get information around the clock and allow them to purchase products conveniently from anywhere.
Todays fast-paced online market is not kind to any business that doesn’t have a website.
An optimized website and a well-structured digital marketing pan will lead to tremendous business growth and long-term success.
But just putting a website up that doesn’t meet the Necessary five isn’t going to work.
What are the Necessary 5? Simply put, its the basic page every website needs.
- Home page
- About us page
- Services page(s)
- Contact us page
If your website doesn’t have these five pages, you will struggle to turn visitors into customers.
- Your Home Page needs to answer the basic questions anyone looking for a roofing company will ask.
- Your About Us Page needs to let people know who you and your company are and explain why they should trust you with their roofing needs.
- Your Services page(s) should outline what you do and how you do it and answer frequently asked questions about those services.
- Your Blog should be where you share valuable information that homeowners should know. You can also use it as a place to introduce each of your team members to build trust with your future customers.
- Your Contact Page should be easy to navigate, making visitors more likely to schedule with you.
A website that is correctly designed will help you in the following ways:
1. Showcase Your Industry Authority
To succeed in business, you must stay authoritative in your industry and relevant to your market. Your website offers you the best opportunity to showcase your authority.
If done well, you can earn the trust of potential customers, show your long-term value to existing clients, and become a valuable resource to your stakeholders.
2. Meet Customer Expectation
Your customers expect you to have a website. This is the technology age, and your customers lives are increasingly becoming intertwined with technology.
Computers, phones, tablets, smartwatches, and laptops have informed consumers, and they use these gadgets to get informed. As such, consumers expect you to have a website where they can look up all the information they need concerning your business.
3. Serve Customers Better
A website will help you serve your customers better in many ways. Including a blog can answer online search queries for your customers in depth and transparently.
Clearly listing your contact information on your website is also very important.
4. Get Competitive Advantage
Your business is competing for the attention of customers with many other businesses selling the same products or services.****
Own a website, and you’re in total control of it. This gives you a solid way to market your business without relying on third-party channels. You can therefore devise a well-rounded marketing plan to beat your competition.
5. Attract New Local Leads
When you combine your website with a great SEO plan, you will be able to attract new leads for your local market. Ensure that you have good products, service, and customer experience.
Having a solid SEO plan helps you rank highly across local online searches. When you get new customers through your website and SEO strategy, you need to keep them through an amazing interaction with your business.
6. Access New Customers
Besides helping your business grow and creating authority in your market, a business website can open new opportunities and customers.
It helps you to access buyers that are further away or in previously inaccessible markets.
If you don’t want to take on the task of designing and building your website, then consider working with a Web Designer.
A web designer has a better understanding of the industry and will help you create strategies that will improve your conversions. They will also come up with better designs with the latest website design best practices. If you don’t have time and need continuous support even after the initial delivery of a website, then consider hiring a website designer.
Step 3: Find The Right SEO Keywords For Your Website.
Congrats on launching your website — now you’re ready to start spreading the word about your online presence!
Begin your online marketing efforts by thinking like a typical customer.
Most people start their online buying journey with a search. People use keywords to find solutions when conducting Google searches online.
To get your website content in front of ideal customers as they conduct searches, you need to start with Keyword research.
Choosing the right keywords will help you produce content with the potential to attract valuable organic search traffic monthly.
So how do you choose the right keywords for SEO?
Through Keyword Research. Simple.
Keyword research is the process of finding search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing.
Follow this process to find the right SEO keywords for your website:
Find Keywords that people are already searching for
To get started, make a list of important, relevant topics based on what you know about your business.
There is no point in targeting a keyword that is not of interest to the masses. It is useless to rank high for a keyword that nobody is searching for because it won’t send traffic your way.
Research related search terms and also use keyword research tools to your advantage.
Using the below keyword research tools will help you establish the right keywords that people are searching for. Some of the most popular ones include:
- Ubersuggest: Ubersuggest is a great tool that helps you generate keywords to help you expand your content marketing strategy. It suggests for you the keywords that you can use and what websites to examine for ideas.
- Google Keyword Planner: using Google Keyword Planner is pretty simple. You enter a topic, and it kicks back relevant keyword ideas and search volumes. However, this keyword planner search volume ranges and not the actual monthly search volumes. These volumes could be huge, making it difficult to decide which ones to prioritize.
- Ahrefs: Ahrefs works pretty much like the Google Keyword planner. You enter a topic into the search box, and you’ll get keyword ideas and monthly search volumes. The difference is that the search volume estimates are more precise, and you get more ideas.
- Moz: Moz is another keyword explorer that extracts accurate search volume data by using live clickstream data. Once you input a topic for search, you will get information like monthly search volume data and SERP features that are ranking for that term.
If you don’t have a ton of technical SEO or SEO expertise, I’d recommend you partner with some experts to help you with your site’s SEO
Step 4: Write Educative Blog Content
Writing educative blog content is one way to show that you are a thought leader and showcase your authority in the industry.
Blogging can help you connect with your audience and enjoy benefits such as getting traffic from search engines, getting promotional content for social media, and getting recognition from a new audience.
A blog post is any article, news piece, or guide published in the blog section of a website.
An educative blog is a blog post that typically covers a specific topic or query and can range from 600 words to well over 2000 words.
It contains other media types such as images, videos, infographics, and interactive charts.
To write great educative blog posts, consider the following:
- Understand Your Audience
Understanding your audience is key to writing an educative blog. This will help you understand things that they want to know about and those that will resonate with them. Creating buyer personas will help you pick the right audience for your blog content. A buyer persona is a detailed description of someone who represents your target audience.
- Check Your Competition
Your well-established competition can provide inspiration for your blog post content. Checking the highly reviewed blogs will help you understand their strategy and execution, which you can emulate to create your own blog. Conduct a competitive analysis of these blogs from different angles, such as images, copy, and topics.
- Choose Your Topics Carefully
A blog topic can make a huge difference in well your blog will be read or not. Create a blog post topic that piques interest and will make people want to read it. You can write a general topic or a more specific topic according to your niche. Consider things like who you want to write to, how well you understand the topic, and the relevance of the topic.
- Identify Your Unique Angle
What is your unique selling point? What perspective do you have that makes you stand out from the crowd? This will help you determine the direction of your blog. Examine the unique experience that makes you a trusted thought leader in the chosen topic.
Determine the problems you will solve for the readers. Will you share your opinions on trending topics? Or will you teach your readers how to do something? Decide the unique angle that you will take on topics for your blog posts.
When writing an educative blog post, sprinkle your content with SEO Keywords to make it more discoverable and rank higher on google search.
Not everyone has the time or skill to write blog articles. Choosing to work with an expert that offers high-quality and unique SEO blog content can save you time while making it easy for you to publish new articles.
Contact me if you need help blogging for your business.
Step 5: Set Up Your Google Business Profile
There are millions of searches every month for one service or product, and it will be wise if you turn these searches into customers.
The best way to do this is to have a Google Business Profile.
This way, every search relevant to your niche will lead to your business website. A Google Business Profile is a free tool that allows small business owners (and nonprofits) to promote their business information on Google Search and Maps.
When prospects are looking for a specific product, service, or type of business, Google Business Profile helps them easily connect on both Google Search and Maps.
If you’re unfamiliar with Google Business Profile, simply perform a Google search of a business. On the right-hand side, there’s a listing with basic information about the business, including the address, hours, phone number, link to the website, and more.
Google Business Profile is an extremely useful way to provide potential or current customers with essential information about your business. To edit the listing, all you have to do is claim your listing (if one already exists) or create one for your business.
Once you’ve completed your listing, you have a lasting digital marketing strategy at work through Google—don’t forget, though, if any of this information about your business changes, you’ll want to update your listing to reflect those changes.
To create a Google Business Profile, follow these prompts:
- Go to google.com/business. You can bookmark this address so that it can be easier to access your Google Business Profile listing in the future.
- Log in with your Google account. If you don’t have a Google account, visit google.com/accounts and create a free account with any email address.
- Enter your business name and spell it correctly. Your business name is the first impression for a customer, and you want to make sure it’s a positive experience.
- Enter your business address. This will help Google verify that your business exists. This cannot be a post office box. You can also only have one business per residence.
- Choose whether you’re a storefront or a service provider. Here’s where you choose whether you want customers to visit your storefront or if you work from home or would prefer your customers don’t visit your office; you can choose a kilometer radius around your business or a specific city or estate.
- Choose your primary business category. Choosing your primary dictates where and when you will show up on Google searches. Google is all about relevance, so if a potential customer searches for “Kenyan Restaurant,” but you’re a pizza place, then you may not show up. If the customer searches for “Best pizza near me,” then you’d have a much better chance of your business profile showing up in the search results.
- Add your phone number and website. Both phone calls and website clicks are tracked by Google Business Profile, so make sure your information is correct here.
- Verify your local listing (most likely with a postcard). According to Google, to manage your business information in Search, Maps, and other Google properties, you must verify your business listing. The verification process helps Google make sure your business information is accurate and that only you, the business owner or manager, have access to it.
- Finish populating your Google Business Profile listing by optimizing it.
Step 6: Encourage Customers to Leave Google Reviews
Google business reviews are the equivalent of the word-of-mouth way of marketing. It is one of the quickest ways to grow your customer base.
One of the greatest importance of customer reviews is that they help with SEO, especially if your business is local-based. Reviews have a huge impact on the buying decisions of your potential customers.
Your online reputation as a business owner could be the deciding factor when a prospective customer is searching for your product/service.
Luckily, with Google Business Profile, you have a level of control when it comes to managing how people perceive your business.
When a potential customer searches for your company on Google, your Google Business Profile account can allow you to track their actions. You can update your business account and let your customers know where to find you or when you are open.
Social proof means that people are more likely to trust a business or product if they see others using the same business or product.
For example, if you have several friends who use one particular photographer, you’re probably more inclined to use the same photographer.
The same thing occurs with customer reviews. Say, for example, you’re a salonist.
Building a strong reputation with numerous positive reviews on Google can help you bring in more customers.
If someone searches for a salonist in their area to help them make their hair, they’ll be more inclined to contact you.
You can encourage customers to leave reviews by letting those satisfied with your services know you appreciate positive reviews and testimonials.
You can also ask people for feedback throughout your interactions to let them know you appreciate their opinion. This can help them foster a positive impression of your business.
So how do you encourage customers to leave business reviews?
Follow these proven tips to encourage customers to leave online reviews:
- Ask them
The best way to ask customers to leave their reviews is by asking them. It has been proven that most customers will be happier than you think to write about their experience with your business, product, or service.
You can ask in every email you send, especially if you are on the customer support team. You can do this by adding a link to a review site in your email signature.
Another way to ask is to reach out to customers on Twitter in a friendly way and ask them to write a review. Most of them will!
Put a call-to-action button on your site or at the bottom of your menu or receipt. If your customers are satisfied with your services or products, they will gladly leave a review. You can hand out flyers explaining how to leave a review.
- Create a Process
One sure of ensuring that customers leave their reviews for your business is to create a process that makes the asking easier. You can make it a part of your production process or selling process. At the end of a transaction or a video, or a tutorial, ask them to leave reviews.
- Use social media
Social media gives you instant access to your customer base, which you can utilize to ask for reviews. People that come across your posts will see your request and respond.
You can make this request several times a day. Use this method occasionally and make your message short. Draw their attention to where they can leave their review and why you would appreciate their feedback.
- Ask the Satisfied Customers
Your aim is not just to get any reviews but good reviews. Target customers that have expressed satisfaction with your business.
Step 7: Humanize Your Business on Social Media
Social media is a goldmine for customers if you use it correctly.
It is a powerful channel for engaging and connecting with current customers. It allows you to show your more personal side, quickly address customer concerns and prove that you’re an expert in your field.
Your potential customers go on social media daily to interact with their friends and brands. Therefore this avenue is a key driver of new leads for your business. Social media also allows you to nurture the new relationships you get from these platforms to develop greater connections and conversion.
However, there are so many social media channels. Some of them are:
As a new business, you need to focus on a few of them. These are the few where your potential customers hang out regularly. Some best practices you need to follow on social media are:
- Create content regularly to connect with your audience.
- Use visuals like images and videos as they attract higher engagement.
- Interact with your audience through prompt replies and resharing.
- Share relevant industry content with followers.
- Invest in paid advertisements to reach a wider audience.
The steps below will walk you through the strategies that you need to put in place to attract new customers by use of social media:
- Engage in conversations in your field
You need to actively listen to conversations that are relevant to your field. Most of these conversations won’t happen on your Facebook page or groups, therefore, monitor relevant keywords and hashtags on social media. You can track various words and phrases related to your business using tools like Social Mention.
- Look for recommendations
Most people naturally trust a recommended product, service, or business and are most likely to buy from them. You can encourage satisfied customers to offer personal recommendations and referrals to friends and family or on social media. You can do this by setting up review widgets on your website so customers can rate you, use testimonials in your social media content, or offer incentives for customers who promote your business or products on social media.
- Use social media contests
Competitions are a great way to attract new customers. Most contestants are usually opt-in to continue receiving information from these brands. Social media contests increase your reach, boost traffic to your website and increase qualified leads. The good thing is creating these contests is usually free.
- Direct your followers to your blog
Although digital marketing is way cheaper than traditional marketing, it produces almost three times the leads. When you direct your social media followers to your blog, it allows you to provide them with long-form content that you may not be able to share on social media.
Once the visitors land on your website, you can build an email list through amazing offers. These offers can be free products, coupons, access to member-only deals, etc.
- Respond quickly to queries
According to research, 71% of consumers that get a quick and effective response are likely to recommend the brand to others. This means that your quick responses to customer queries and issues will solidify their relationship with your brand and influence their friends and family. If you get negative comments on social media, responding quickly and respectfully can increase trust in your brand. It will also help you demonstrate your customer service skills to anyone that sees the response.
- Use Social Ads
Social media ads are great if you do not have a large and targeted following. You will get increased views, clicks, and engagement. You can promote your free offers like e-books, guides, etc., and you can also offer paid offers.
Step 8: Build a Customer Subscribers List
A subscribers list is a special list of names and email addresses of people who gave you permission to send them updates and promotions from your business.
You can use the subscribers list to provide information about new products to previous customers
Having the list also gives you the opportunity to turn websites visitors in to buying customers.
In the long run a customer subscribers list helps your business to save on marketing cost leveraging on strong relationships.
But how do you build a database of customers?
When you understand how to create a functional customer database, it will contribute immensely to the success of your sales and marketing efforts.
Follow these tips to create a customer database.
- Web forms
Installing Web forms on your website is one of the best ways to build a database of customers for your business.
In your web forms, ensure that you use clear and compelling Call-to-action (CTA) to clarify what the users will get when they fill out the form.
These forms can be a sign-up for a newsletter, a request for a free trial, etc. Optimize all your forms for mobile phones and tablets because this is where you get plenty of traffic.
Ensure that you ask for as little information as possible. Too much unnecessary information will put off the customer. A name and an email address are enough for most businesses.
- Point of sale
The point of sale is the easiest and most common time to gather information from a customer. You can gather a lot of valuable information at the time of a transaction.
Ask the customers for their details like phone number, name, email address, probably physical address for delivery of goods, their preferences, and so on.
Blogging can help you create a rich database of customers if done well.
Your website visitors are usually looking for a solution, and if they get helpful content, they will not shy away from giving their details to get more of it.
Ensure that your content is relevant, informative, and useful. You can then gate your content with a form in which users must enter their information in exchange for this content.
- Email Marketing
Once you gather email addresses from customers, keep them engaged with relevant and useful information through newsletters and product/service updates.
You can use email analytics like open click-through, links clicked, etc., to add more information to a customer profile. Use the emails that you get to link with the customers digitally, communicate and gather more information. You can do this through giveaways or contests, which a key to driving up sign-ups and building databases.
Most customers will be ok with giving out their email addresses in exchange for saving some money.
Give them discounts or coupons, especially for repetitive sales or membership deals. You can also hold competitions where you will give rewards to the winners.
Gaming gives a positive response to web visitors, and you can use it to improve user engagement and grow a customer database. You can do this using a spin-wheel, scratch-offs, and virtual slot machines.
- Social Media
Social media is a great place to look when you are creating a customer database. You can use LinkedIn to build a clearer picture of how the contract you have a relationship with fits within the larger picture for their organization.
Facebook is great if your users are younger. You can also use Facebook Ads for lead generation. If a user fills out a form because of your Facebook Ads, it’s automatically taken from their social profile and uploaded to your database.
Step 9: Use Branded Email Signature to Stand Out
Emails are a significant part of human communication. Around the globe, more than 300 emails are sent and received each day, on average. That’s 300 opportunities to market yourself and your business in those individual emails you send.
A lot of people treat their email signatures like an afterthought, which is a big missed opportunity. It is surprising that the majority of marketers take care of subject lines and the content of emails and never think of an email signature.
What they fail to understand is that email signatures can be a powerful tool in establishing brand identity.
An email signature is like a digital business card.
It is your identity information that is added to your email footer to help your email receivers know who you are and what you represent.
Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more, either about you, about your business, or about something you’re working on.
If you’re just putting your name and a point or two of contact information in your signature, you’re not taking full advantage of the opportunity to connect and engage with the people you’re emailing.
You should include social media links in your email signature, too, along with any relevant links to important company marketing pieces like digital brochures or news pieces that feature your company.
Drop a small tagline or one-sentence catchphrase about your business and its mission as well.
Benefits of Email Signatures
First impressions account, especially in digital marketing. Your email signature portrays you and your business as an entity that should be taken seriously. It doesn’t matter how you want it to be. It can be detailed with lots of information about your brand and links to your information, or simple with your name and website.
- Brand awareness
Brand awareness leads to a company’s long-term success. A business will only operate successfully only when its audiences are aware of its products or services. Every time you send an email is an opportunity to sell your business and share your brand with a wider audience. Even if the recipient of the email is not interested in your products/services now, they may become a customer in the future.
- Promotes email marketing
Even with the development of other marketing channels like social media and videos, email marketing is still considered an effective marketing tool. Almost every business nowadays is involved in some form of email marketing. If you plan to run any marketing campaign, you can promote it by putting a link to the campaign in your email signature template.
- Increases social media followers
Social media has helped a lot of companies to grow their brand, and the trend to promote businesses through social media is growing. Social media helps increase brand awareness as well as traffic to your business’ website. Including your social media channel links will give your clients a way to connect with you and learn more about you outside of emails.
Step 10: Use Paid Advertising to Get Faster Results
Getting started on digital marketing in Kenya is a long term game. This is because it can take time to realize the benefits of SEO for your website and Organic growth on social media.
With paid advertising, you can start to drive traffic immediately. Paid advertising is a great way to direct traffic to your website. This is online advertising that one pays for.
It can include Google Ads, Pay-per-click, Facebook Ads, Twitter Ads, LinkedIn Ads, and more. You can use these advertising platforms to make sure your business reaches the right people.
One of the key benefits of paid advertising is that you can narrow in on the people most likely to be interested in what you have to offer.
Paid ad targeting can be very specific and allows you to reach the relevant audience who are interested in your brand, fit the demographics of your personas and live in the exact location you want to target.
You can bid on the keywords you know potential customers use to find businesses like yours.
Check your analytics across all your digital platforms and analyze your audience to identify common factors such as keywords, geographic location, demographics, job titles, interests, and common topics.
Paid ads are very affordable, and you can keep track of how much money is being spent.
You can also set a budget limit on your ad spending to avoid overspending on ads.
The good thing about these paid ads is that they are measurable. They can use the data that you get from here to analyze the performance of the ads to make decisions.
Most types of paid advertising can be used to promote your brand. Brand awareness makes your audience become aware of your products or services.
If you place them on popular sites like Google and social media channels, they will help you keep up with the competition.
Step 11: Ensure You Have Remarketing Setup
Have you ever visited a site and found that you keep seeing their ads in the days and weeks to come as you surf the web? That’s Remarketing, also called Retargeting.
It’s a form of display advertising that allows you to stay in front of potential customers who have already visited your site as they continue to do their online research.
Once a visitor has viewed your website, clicked through an ad, or engaged with your business, you can run a retargeting campaign.
You can use remarketing or retargeting ads to re-engage with prospects that have previously visited your website.
The timing and relevance of these ads will be what turns prospects into customers.
Retargeted ads will show your site visitors highly relevant ads that will continuously engage those that have shown interest in your product or service that otherwise could have slipped away.
How does remarketing work?
To target previous website visitors with remarketing ads, you need to add a piece of Google remarketing code, also known as a tag or pixel, to your website.
This code records what a customer was searching for or interested in buying. It also records whether they simply browsed, put items into their shopping cart and didn’t complete the purchase, or made a purchase.
Step 12: Quickly Respond To Online Inquiries
The way customers engage with businesses is changing. Today, people want their interactions to mirror those in their personal lives.
This means quick responses and seamless communication channels.
Adding live chat to your website, either automated or dedicated support staff, will allow you to improve how you engage with customers.
When someone has an inquiry or issue that needs to be resolved, you’ll be able to provide rapid responses, helping to reduce friction in the buying process and the chance of losing potential customers to competitors.
Additionally, it’s advisable to create a contact page on your website where customers can find out how to contact you.
Then, you’ll want to be sure to respond thoroughly and promptly to any requests, questions, or comments you receive from customers.
Follow these best practices to quickly respond to your customers’ online queries:
- Respond as soon as possible
Customers expect a fast response to their queries. While it is good to set the parameters for your social media engagement by allocating the times when you will be online and available to attend to queries, always try to respond to customers as quickly and accurately as possible. A good practice is to respond within an hour. If you can’t respond because of one reason or the other, make your customers know when they can expect to hear from you.
- Respond as a brand
When responding to customer queries, keep your brand voice on top of your mind. Be personable by addressing the customer by their name and writing in a friendly, conversational tone. If faced with negative feedback, always remain professional and human. Don’t give hasty, emotionally charged responses. Make sure each response is aligned with your brand’s values, image, and personality.
- Limit the places support queries can happen
To avoid missing out on customer queries, ensure that you have a dedicated place where they can make them. Decide if you will use one social media platform or the website. This should be a place where you can see the queries immediately they are asked. This will make you respond more efficiently.
Step 13: Have a System to Track Results
Putting efforts into digital marketing activities is great. But you have to be sure that these efforts are bringing results for your business.
Of course, the results you’re looking for will depend on your goals as a business.
Why do you engage in digital marketing? Most businesses do so for the following reasons:
- Brand awareness
- Product promotion
- Building an audience
- Capturing leads
- Acquiring customers
- Making sales
Whatever your goals are for digital marketing, how do you measure success or failure?
It’s vital to measure results because this is how you can improve your digital marketing strategies.
To understand what works and what doesn’t, use Google Analytics to access a wealth of data like:
- Revenue generated etc.
- Products and services, they purchase
- What they engage with
- How long do they stay on your site
- The pages they visit most & the ones they don’t
- Where your visitors have come from
Microsoft Clarity is also a recommended tool that enables you to analyze how users interact with your website. It complements Google Analytics and allows you to view recorded screen sessions of your website visitors.
What’s The Cost Of Doing Business Digital Marketing In Kenya?
Digital marketing in Kenya has continued to grow rapidly in the past years as customer purchase trends are shifting online.
However, most companies that wish to venture into business digital marketing in Kenya are totally clueless about how much they will spend.
The cost of digital marketing in Kenya depends on several factors.
Some of these factors are marketing budgets, goals, services, paid content, software, and more. Your target market is a key determinant of the cost of your business’s digital marketing.
How many services are you offering? What is the size of your business?
The table below gives a breakdown of the average cost of business digital marketing in Kenya.
Which Digital Marketing Specialists Should I Hire?
Although you can use the Do-It-Yourself approach to run your own digital marketing campaigns, it is time-consuming, and you may not know several metrics and tactics that need to be embraced for success.
Hiring digital specialists gives you the opportunity to bring in a person with analytical and social skills.
They will also identify your target audience quickly and effectively and use your social channels to get your customers’ attention and prompt them to act.
Your digital marketing team should consist of the following professionals:
- Senior Consultant
- SEO expert
- Content strategist
- Graphic designer
- Web developer
- Social media specialist
- Photographer & Videographer
To make life easier and cheaper for you, work with an Agency or consultant with the capability of coordinating the other team members.
A digital marketing Agency has the team and the expertise that you need.
You will get a fully-fledged smart marketing plan from a team that will create, execute, and monitors digital marketing strategies tailored to your unique business goals.
How Quickly Will I See The Results Of Doing Digital Marketing in Kenya?
Digital marketing strategies might take anywhere between 6 to 12 months to start showing positive results.
The time your digital marketing efforts take to get you results is highly determined by your sales cycle.
This is the time a customer takes on their buying journey or their sales cycle, from when they first become aware of their problem, then they find you, then convert to a buying customer.
The speed at which you see results will be based on:
- Your current status — How well does your site rank now? What is your site’s current conversion rate? What are your site’s domain authority and link profile?
- Your competition — How aggressive is your competition — are they already dominating the search engine rankings, and do you want to catch up? Or are you the front-runner? Are the keywords you’re interested in very competitive? From a search engine rankings perspective, competition is a critical factor to consider.
- Your budget — This determines the amount of work we can do together each month. If you have aggressive growth goals and heavy competition, you should take that into consideration when you choose your digital marketing budget.
- Other factors – What specific results you are looking for, campaign strategies, how long your business has been around, quality and amount of content, and your ability to assess ongoing results and make the right tweaks as needed.
The truth is that your results, rank, visits, likes, etc. may actually get a little worse in the beginning before they get better. Ensure that you have a budget of 6-12 months to help you see results that you actually like.
Mastering business digital marketing in Kenya takes a lot of hard work and time.
Although companies will have different specific goal in mind, most of them aim at achieving growth by reaching more customers and making more sales.
If you start with the right plan, the right mindset, and follow these all-important digital marketing best practices, you’ll be much better equipped to stand out and generate real results from digital platforms.
If the above-mentioned steps seem like a daunting task that you just don’t have time for, then consider hiring us to handle all of your digital marketing needs.
At Creative Kigen Consulting, we help businesses use digital technologies to unlock new sources of business value through our tailor-made digital marketing solutions.