Digital Marketing Strategy
In Kenya, digital marketing strategy is becoming a buzzword, but the question is, what does it mean? Digital marketing in its simplest form is the promotion of individual products or brands through electronic means.
More so, digital marketing services in Kenya demand is growing. As more and more people register on online platforms, it has become easier to level the playing field in terms of marketing.
Many small entrepreneurs in Kenya cannot afford to keep up with big businesses. For this reason, digital marketing is essential to their lives.
A digital marketing strategy will help small businesses reach and target their target customers while maintaining the same competitive edge as larger businesses.
Kenyan Digital Marketing Strategy: 10 Steps
1. Setting Goals & Objectives
When setting up a digital marketing strategy, the most important thing is to define SMART objectives (specific, measurable, attainable, relevant, and timely).
Your goals and objectives should align with your business needs and KPIs. This should be guided by a clear understanding of the customer journey. (Awareness, availability, interest, and conversation)
2. Know your Customers
Having an idea of who you want to target will make it easy to develop your digital marketing strategy. These are the people you are targeting and it is important to understand them to better reach them with your strategy.
3. Research your Competitor
At this point, you need to look at businesses similar to yours and what they offer, what strategies they have based on how they post on social media just to know how they run their business. . Understanding how your competitors operate will help you develop your strategy to compete with them.
4. Set Up Responsibilities
If you have a team in your business, give each member a specific task to work on and produce results that have the biggest impact on the big picture.
If you’re an individual like most startups, get yourself a job and start as small as possible, just get the process started.
Setting up the digital marketing strategy activities
5. Content Marketing
In definition, content is one of the most effective ways to sell your ideas on the internet. Content marketing allows you to showcase your expertise in the field and thus provide information to your target audience who are looking to convert into paying customers.
Additionally, content marketing activities include; blogging, guest posting, e-book creation, and infographics.
6. E-mail Marketing
Email is still one of the oldest forms of marketing, the best thing about email is that it goes straight to the customer’s inbox.
- create an email subscription form.
- grow your list
- create great emails
- set your goals
7. Social Media Marketing
If you are implementing your digital marketing strategy, you cannot miss the social platform. Social media marketing provides a platform to achieve greater social media reach.
Things to consider when creating your own Social media marketing strategy:
- set your goals
- choose a platform; Twitter, Facebook, LinkedIn, Instagram
- organize your content for publication
- social media advertising
8. Search Engine Marketing
This marketing method consists of selling your brand, service, or product via search engines (Google, Yahoo, Bing). Google provides the best platform in Google AdWords.
The main things to consider when choosing to use these means include; paid search, PPC (pay per click), and search engine optimization (i.e. on-page and off-page SEO). Keyword research.
9. Mobile Marketing
As the name suggests, mobile marketing uses mobile devices, in this case, smartphones and tablets. Includes ads appearing on smartphone apps such as games, and social platform apps.
Key points to consider include; Define your marketing and mobile objectives, choose a platform (messaging, in-game, app)
10. Affiliate Marketing
With affiliate marketing, you get traffic by promoting other popular content. The goal is to convert traffic to your website by promoting a popular product or brand.
This is often a difficult process and can take time, but your goal here is to get traffic to your website and convert it.