With close to half of the Kenyan population having access to the internet, a big part of marketing strategy for most businesses is digital. It has become necessary for every business to have some kind of online presence.
There are several digital marketing strategies and channels that businesses can always use to market online; making it hard to decide where to focus your efforts, and more importantly, your budget.
Is there a “perfect”, a one-size-fits-all digital marketing strategy that is ideal for everyone?
No, there is none!
Instead, an integrated approach that uses a mix of strategies at various points in the buying cycle is the closest you can get. It’s still quite a challenge to know which strategies and channels you should start with. In this article, we have given an overview of the most effective digital marketing strategies.
i) Search Engine Marketing
For most people, search engines like Google are their first stop, when looking for information on anything. As a business, you will definitely be interested in having your business appear at the top of search results, when people search for your products or services.
Search engine marketing (SEM) allows your business to remain at the top of search engine results pages; this can be done by either;
a) bidding on keywords that relate to your business, and pay only when someone clicks on your advert. b) optimizing your website to improve your rankings and relevancy on the resarch results page.
ii) Social Media Marketing
With more than 10 million users in Kenya, social media platforms, like Facebook, Twitter and LinkedIn, are very effective in sending out your marketing messages to your prospects and customers.
Marketing on Social Media involves creating and sharing content; posting text and image updates, videos, and and other content that drives audience engagement, as well as paid advertising.
Social Media helps your target audience discover your content, and can therefore be a useful tool when trying to expand your audience and engage with potential and current customers.
iii) Email Marketing
Email marketing is a very direct way of connecting with your prospects, nurturing them, and turning them into loyal customers. It helps you connect with your audience to promote your brand and increase sales; and you can do a lot of things with emails, like sell products, share some news, or tell a story.
Email works well when you have an active list of subscribers; a list composed of people who want to receive your email.
Building an engaged list is not easy; here are some of the most effective ways of going around it.
a) Create a signup form on your website.
When people come to your website for the first time and like what they see, create a form for newsletter signups, so that they can opt in.
For example, when you visit our website, we have a signup form. You too can subscribe to our blog and receive practical digital marketing tips and ideas.
ii) Use a signup sheet.
When hosting or attending an event, you can place a form for those interested in keeping touch with you to write their email addresses.
iii) Drive signups through social media.
Share your signup form on your social media channels to attract more interests from your prospects.
iv) Content Marketing
According to Content Marketing Institute,
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
For example, instead of us pitching our digital marketing services to you, we have chosen to share with you relevant and useful information about digital marketing strategies – through this blog. Our intention is to help you make better decisions about digital marketing for your business.
This, we can also do through ebooks, case studies, infographics, presentations among others – and the key idea is to provide you with relevant information throughout your journey to purchasing digital marketing services. We are certain than when you will need digital marketing services, Higani Creative will be one of your main options.
There are very many digital marketing strategies and channels that your business can explore, however, these four have proven to be very effective for most businesses.
Are they the best for your business?
You can find out which digital marketing channels are best for your business below.