Top Digital Marketing Strategies for Your Campaign in Kenya
Digital marketing has become essential in Kenya, regardless of your industry or company’s scale. It stands as one of the most important avenues for business expansion. The essence of digital marketing lies in its ability to bolster your company’s growth and revenue. Nonetheless, the key lies in adopting the most effective digital marketing strategies that align with your company and resonate with your current customer base.
The question remains; which strategies are best for your company and relevant to your customers today?
Here is our breakdown of the top digital marketing strategies for 2024.
Feel free to speak with one of our strategists today. You will not only learn about Online marketing strategies for your company, but also to get a free consultation for your custom digital marketing service package.
Give us a call on (+254) 0728 456781 or email us to get started!
What is a digital marketing strategy?
A digital marketing strategy is a plan of action for achieving your digital marketing goals. Your strategy explains how you will accomplish your goals, such as improving your conversion rate by 25% or increasing your lead generation rates by 40%.
Examples of digital marketing strategies include a social media campaign that includes partnerships with influencers, a content marketing strategy that uses online guides to drive leads, or a growth marketing strategy that uses social media and email to build customer loyalty.
Why have a digital marketing strategy?
Establishing a digital marketing strategy is critical. If you partner with an experienced full-service digital marketing agency, like Inceptor, you can trust that one of our initial to-dos is building a smart and competitive strategy for your company.
Your business doesn’t have a map for achieving its goals without Internet marketing strategies. You know what you want to accomplish, but you don’t know how. That often leads to the launch of a digital marketing campaign that fails to drive any desirable results.
If you want to invest in digital marketing, you need to invest in a digital marketing plan.
How to create a digital marketing strategy
Here are 8 steps:
- Define your brand: Outline or use your brand guidelines to define your brand and how it’ll come through in your online campaigns. Think about your unique selling points (USPs), brand voice, and value proposition.
- Build your buyer personas: Determine who your business wants to reach with custom buyer personas. Think about user demographics, as well as the motivations that drive people to choose your company, products, and services.
- Create your S.M.A.R.T. goals: Use specific, measurable, achievable, realistic, and timely goals (also known as S.M.A.R.T. goals) to guide your strategy. Think about your organization’s short- and long-term goals for growth.
- Choose your digital marketing strategies: Pick the best strategies for your business. Focus on the techniques that offer the most value for your business and industry, versus trendy
- Set your digital marketing budget: Research digital marketing pricing to build a realistic budget for your business. For reference, most businesses spend 30k to 1million per month on online marketing.
- Brainstorm your strategy: Guide your strategy to success by planning your strategy. If you’re advertising, determine your ad spend. If you’re publishing content, build your content calendar.
- Launch your campaigns: Following your planning, launch your campaigns across channels. Ensure all your channels feature the appropriate tracking information. Your website, for example, should feature your Google Analytics tracking code.
- Track your results: Monitor and measure the performance of your strategies by tracking their performance. Use tools like Google Analytics, Google Search Console, and Google Ads to keep a pulse on your strategies and their return on investment (ROI).
With these eight steps, your company can launch your first online marketing strategy. If you need help creating your online marketing strategy (or want to create the best one), consider online marketing services, like from Inceptor Kenya.
7 digital marketing strategies for your business
Now, let’s look at seven powerful digital marketing strategies for companies today:
1. SEARCH ENGINE OPTIMIZATION (SEO)
Search engine optimization (SEO) is one of the most effective digital marketing initiatives today.
Here are some common questions about SEO
WHAT IS SEO?
SEO is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business. The more keywords you rank for, and the higher you rank, the more people will see and become familiar with your website and business.
WHAT IS SEO’S GOAL?
SEO aims to direct more traffic to your website from your target audience. These are consumers who are actively searching for the products and services you offer, as well as users searching for more useful content.
If you’re in real estate, for example, you may use SEO to increase your ranking in search results for the keyword, “Homes for sale in Nairobi,” and, “Prime land for sale in Kenya.” While these keywords have different intents, one transactional and another informational, they target your audience.
Due to that targeting, you encourage quality traffic to your website that help your website rank high and may in return become your customers.
WHY USE SEO AS A DIGITAL MARKETING STRATEGY?
When it comes to digital marketing strategies, look at SEO as a requirement. It intercepts every person of your target audience, no matter where they are, in your sales funnel. The reason is that almost every user begins their search for a new product or service with a search engine.
For example, did you know that 75% of customers in Kenya do their product/services research online? Or, that after searching for something, more than half of users discover a new company or product? With SEO as one of your online marketing strategies, that could be your business.
To emphasize the usefulness of SEO as an Internet marketing strategy, consider the following:
Less than 10% of searchers move to the second page of search results
Most of the time, when a user performs a search on Google, they don’t click to advance to the second page. Why? They often find what they’re looking for, which means it’s critical that your business earns a spot on the first page of search engine results.
More than 30% of searchers click on the first result
With so many users finding their answers in the first listing of search results, it’s clear that you can’t rank on the second page of results. Even if you have what people are looking for, you’re hidden from their view, out of sight, out of mind.
That is why an effective SEO strategy, as well as our leading digital marketing agency, is essential. With our performance-driven SEO services as a part of your online marketing strategy, you can attract more potential clients and earn more revenue.
Want to add SEO to your digital marketing strategy?
Start contacting our team online or by phone on +254-712 369 902!
2. PAY-PER-CLICK ADVERTISING (PPC)
Another powerful and cost-effective online marketing strategy is pay-per-click (PPC) ads.
So, PPC is a paid form of advertising that relies on an auction-based system.
With PPC, you bid on keywords that you want your ads to show up for — your ad triggers when a user’s search includes your keyword. These ads then appear at the top of search results, above organic listings. If a user decides to click on your advertisement, you then pay for that click.
In other words, you don’t pay for ad space — only for the results.
For example, if you in real estate, you could bid to advertise in the search results when a user searches, “real estate companies in kenya.” This keyword is more transactional, which is what you want for a PPC campaign, it’s paid advertising, so you want a fast return on investment (ROI).
PPC can include advertising on search engines, as well as social media promotions and other platforms. You can even advertise in mobile application.
PPC aims to reach searchers with transactional queries, meaning they’re ready to buy your products or services. When they click on your ad, they’ll arrive at your landing page and see a call-to-action (CTA) to convert, whether by purchasing a product, signing up for an email newsletter, or another action.
PPC is one of the most cost-effective paid advertising methods.
For many businesses just getting started with digital marketing or looking for a quick boost, PPC is a useful online marketing strategy. It propels your website to the top of search results, which can help if your company’s organic search result ranking is several pages back.
Why else should you include PPC in your digital marketing campaign strategy? Consider these facts:
Businesses earn Ksh800 for every Ksh100 spent on Google Ads
With Google handling more than 60,000 searches a second or more than two trillion searches a year — it’s a go-to platform for PPC campaigns. That is why many companies invest their PPC budget in Google Ads, which offers an impressive ROI.
If you decide to advertise on another platform, the average ROI is Ksh200 for every Ksh100 invested.
Users that click on ads are 50 percent more likely to buy a product
As PPC ads target keywords with a transactional intent, it’s not surprising that a lot of users purchase a product or service. It is, however, a fact that demonstrates why PPC is a critical component to a comprehensive Internet marketing strategy.
Even if your company has an established presence in search results — say you rank on page one for several high-value keywords — PPC can optimize your conversions even more. That is why PPC and SEO often work together to achieve your digital marketing goals.
3. CONTENT MARKETING
Content marketing is another best digital marketing strategy for companies today.
What is content Marketing?
In content marketing, your business focuses on reaching, engaging, and connecting with consumers via content. This content, which can include videos, blog posts, info-graphics, and more, provides values to users. It’s not, however, sales-orientated but informational.
For example, if you run a college in Kenya, you could write an article about ‘most marketable courses in Kenya with job guarantee’.
With these individual pieces of content, you target specific keywords.
No matter what format you choose for your content, it’s critical that it’s relevant and beneficial to your audience. You want to create original and high-quality content that makes users want to share it with their friends, families, coworkers, and other people in their social network.
Content Marketing Goal
The overall goal of content marketing as a digital media strategy is to provide valuable information to your target audience, increase traffic, and generate conversions. From a technical point of view, content marketing also focuses on optimizing your content for search engines to improve your visibility in search results.
Why content marketing
With the ability to connect with audiences throughout the sales funnel, as well as double website conversion rates, content marketing is a smart digital marketing strategy to use. The best part is that it costs 62% less than traditional marketing efforts.
Other reasons to use content marketing in your digital marketing campaign strategy?
It generates 54 percent more leads than traditional marketing
Content marketing is a long-term and ongoing strategy that delivers an impressive ROI. That ROI includes new leads and clients for your business, as well as increases in your conversion rates. Content marketing provides these results by targeting every stage of your sales funnel.
More than 60 percent of users prefer companies that create content
In today’s online marketplace, users have a lot of power. They can choose to read or ignore your company’s messages, whether they’re promotional or informational. Many, however, respond well to informational content from companies, which is why content marketing is so essential now.
Want to use content marketing as one of your digital marketing strategies?
Partner with Inceptor and boost your revenue.
4. EMAIL MARKETING
Email marketing is one of the most cost-effective online marketing strategies available.
WHAT IS EMAIL MARKETING?
Email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.
A core part of email marketing is developing and refining your campaigns, as well as growing your audience. Like content marketing, email marketing also focuses on providing users with valuable information — otherwise, people wouldn’t stay subscribed.
The idea is that, while these users may not need your services or products now, they’ll remember your brand when it’s time to make a purchase. That brand awareness encourages them to choose your company when they’re ready to buy.
One of the benefits of this strategy is that you can also segment your audience and personalize your email campaigns. For example, you may create a campaign for users that purchased a certain product or visited a particular webpage.
WHAT IS EMAIL MARKETING’S GOAL?
The main objective of email marketing as a digital marketing initiative is to stay at the top of mind for potential customers, and provide current clients with beneficial information, like relevant industry news, and personalized content, like product discounts, that keep them coming back.
WHY USE EMAIL MARKETING AS A DIGITAL MARKETING STRATEGY?
When it comes to email marketing, it offers a lot of benefits. That’s why more than 80% of companies use email marketing, from manufacturing operations to retail stores to technology businesses.
Some of the biggest benefits of email marketing as a digital strategy include:
Features a high ROI
Email marketing offers an unmatched return. Its impressive return emphasizes the potential of this Internet marketing strategy for increasing your revenue, brand awareness, or client retention rates.
It also shows that users like emails. More than 60%, for instance, like weekly promotional emails.
Creates 50% more sales than other lead generation methods
For businesses that want to generate more leads, as well as more revenue, email marketing is a go-to online marketing strategy. Additional steps, such as audience segmentation, email design, and personalization can also maximize the results of email marketing.
Looking to use email marketing as one of your primary digital marketing strategies? Contact us today!
5. SOCIAL MEDIA MARKETING
Another Internet marketing strategy for growing businesses is social media marketing.
WHAT IS SOCIAL MEDIA MARKETING?
Social media marketing focuses on building brand awareness and increasing conversions. A social media marketing campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.
A few of the most popular platforms for this Internet marketing strategy include:
In addition to marketing your company on social media, this strategy often focuses on advertising too.
WHAT IS SOCIAL MEDIA MARKETING’S GOAL?
The core goal of social media marketing is to increase brand awareness and conversions, as well as build and maintain your company’s reputation. That is why social media marketing focuses on creating informational and promotional content, plus interacting with users on the various platforms.
WHY USE SOCIAL MEDIA MARKETING AS A DIGITAL MARKETING STRATEGY?
With less than 30% of companies using social media as a marketing strategy, there is an immense opportunity for businesses that invest in it. Even better, more than 25% of a user’s Internet time is spent on social media — meaning it’s a perfect outlet for connecting.
A few other reasons to use social media marketing include:
More than 65% of consumers use social media for customer services
Users rely on social media for more than sharing content with friends and family. They also use it for connecting with companies, whether by highlighting a positive shopping experience or requesting a company’s assistance.
If you’re inactive on social media, you leave users with limited options for contacting your business. Inconveniencing your clients can lead to low client retention, which has a direct impact on your revenues. That is why having an active presence on social media is essential.
More than 70% of shoppers use social media when making purchase decisions
No matter your industry, word-of-mouth recommendations are powerful — and now, social media serves as an outlet for digital word-of-mouth recommendations. If you’re inactive on social media, you exclude your business from these conversations.
That can lead to consumers overlooking your company. If you have an inactive page on Facebook, for example, that can serve as a low trust signal to users, especially if you have zero reviews or less-than-stellar comments from past customers. With social media marketing, you can change that.
Ready to use social media marketing as one of your digital marketing strategies?
With Inceptor as your partner, you can count on having a competitive and in-depth social media marketing strategy that delivers the results you want. Discover the potential of your social media by contacting us on 0712369902!
6. VOICE SEARCH OPTIMIZATION
Voice search optimization is one of the newest online marketing strategies for companies to adopt.
WHAT IS VOICE SEARCH OPTIMIZATION?
With voice search optimization, your company optimizes existing and new website content for voice search. The intention is to earn your website the featured snippet or position zero spot in Google search results.
There various voice assistants like from Siri & Amazon Echo, that use the featured snippet to respond to voice searches. As search queries differ when using voice, versus text, voice search optimization is important. If you’re a local business, this strategy is even more critical, as many users rely on their mobile devices, and voice search, to find a restaurant, salon, or hardware store near them.
WHAT IS VOICE SEARCH OPTIMIZATION’S GOAL?
The goal of voice search optimization is to earn the featured snippet for keywords relevant to your target audience and business. By ranking for position zero, your company increases its online visibility to consumers, which can lead to store visits, product purchases, and more.
WHY USE VOICE SEARCH OPTIMIZATION AS A DIGITAL MARKETING STRATEGY?
With more people purchasing smartphones, as well as voice-activated speakers, voice search is becoming a new, and popular way to search. As a result, it’s one of the newest digital marketing strategies for companies to adopt.
A few additional motivations for investing in voice search optimization include:
Almost 50% of adults use voice search each day
In the next few years, analysts expect this percentage to increase even further. In turn, early adopters of voice search optimization will benefit the most, their websites will already rank for featured snippets, leading to increased traffic from consumers in your target market.
More than half of voice-activated speaker owners want promotional brand content
Like email, consumers want promotional content from brands. They want to know about your sales and new products, which is why investing in voice search optimization today can benefit your brand later, when voice-activated speakers provide these promotional options to companies.
Think voice search optimization is an ideal strategy for your business? Our team will create a competitive strategy for your business.
7. VIDEO MARKETING
Video marketing is another digital marketing strategy for businesses looking to drive revenue.
WHAT IS VIDEO MARKETING?
Via video marketing, your company increases its reach, grows its revenue, and expands its operations. Like content marketing, as well as email marketing, your business focuses on creating informational and valuable videos for its target audience.
A few types of videos for video marketing include:
- Behind the scenes
- And more
No matter which types of videos you create, you’re working to build brand awareness among your target audience. Like social media, email, and content marketing, this brand awareness can lead to valuable conversions later.
That is why video marketing can improve conversions by more than 85%.
WHAT IS VIDEO MARKETING’S GOAL?
Video marketing focuses on improving brand awareness, conversion rates, and company revenue. It accomplishes these goals by creating valuable, high-quality content for users. This strategy, like voice search optimization, also appeals to current user behaviors.
For example, adults spend up to five hours a day watching videos. Not to mention, brand awareness increases by almost 140% after a user watches a video, whether it’s a product announcement, in-depth how-to, or laidback behind-the-scenes video.
WHY USE VIDEO MARKETING AS A DIGITAL MARKETING STRATEGY?
With the ability to improve conversion rates, video marketing is becoming a go-to online marketing strategy. It’s also an excellent addition to email marketing and content marketing, which both benefit from using videos.
Why else use video marketing in your company’s strategy?
Around 90% of users credit video for making purchase decisions
Like content marketing, your videos can also influence the purchases made by users. A how-to video, for instance, can convince users that your product is the best fit for their business or lifestyle. If your company invests in influencer marketing, an influencer’s video can also persuade users to choose you.
Pages with video are 53 times more likely to rank on the first page of search results
It’s critical to earn a top ranking in search results, which is why it’s essential to improve the optimization of your pages. With videos to complement your content, you can earn a better rank for competitive keywords, which can result in more valuable traffic and leads for your business.
Benefits of digital marketing strategies
With digital marketing strategies, your business can reach, and exceed, its goals, which may include:
1. INCREASING WEBSITE TRAFFIC
With all digital marketing strategies, one of the main goals is to increase traffic to a company’s website.
When people visit a website, they’re there for a reason. Whether they’re looking for information on your products, searching for how to contact your team, or reading a recent post on your blog, they aren’t staying on your website by accident.
The more visitors you attract to your company’s site, whether through content marketing, SEO, or email marketing, the more opportunities you have to inform potential customers about what you have to offer. The result? More leads, conversions, and sales.
2. DRIVING visiting TRAFFIC
If your business operates a physical address, one of your main goals is likely to bring customers into your location. Online marketing strategies, like local SEO, can help you achieve this goal and attract more foot traffic.
While you may feel that digital marketing isn’t ideal for a local shops, it’s a powerful strategy for promoting and growing your company. Users rely on search to find businesses near them, which is why 80% of local searches convert.
3. BOOSTING BRAND AWARENESS
When you use digital marketing, you get your brand in front of more potential customers, whether through search results, email inboxes, social media platforms, or another outlet. As a result, more people become aware of your brand.
They’ll get to know your branding, your products, and what sets you apart from your competitors. Then, when they need the products or services you offer, they’re more likely to remember your brand and make a purchase.
4. RAISING REVENUE AND CONVERSIONS
The biggest and most important objective of any marketing strategy is to increase revenue. By improving your target audience’s traffic to your website and store, as well as partnering with the leading digital marketing agency, you can increase your company’s sales.
With our personalized and results-driven strategies, we can have a significant impact on your company’s bottom line. That is why we focus on driving real results, like visits to your office or product purchases.
Are you ready to start using digital marketing strategies?
Start choosing and building your personalized strategy by contacting our team of professionals today! Contact us online or give us a call on (+254) 0728 456781