In the age of instant-everything, digital marketing has become increasingly important. After all, the world has turned into a global village, and your business has to market itself vigorously to boost its online presence and stay relevant in the digital space.
Of course, there are a ton of benefits that come with embracing online marketing in Kenya:
- It helps attract more traffic to your website, blog, and other digital assets. Remember, quality web traffic is the bread and butter of digital brands, whether you’re a non-profit, institution, small business or multinational.
- It helps generate more leads. Digital marketing allows you to capture and entice web visitors and turn them into potential leads.
- It helps increase conversions. Personalized content makes it for businesses to nurture qualified leads and convert them into potential paying customers.
- Increases your sales and boost revenue. If you’re in the business of selling online, digital marketing provides you with an opportunity to turn more leads and visitors into sales. This way, you can boost your revenue and bolster your company’s bottom line.
- Drives brand awareness. The digital landscape is fast evolving and becoming more of a jungle. Does your target audience know that you exist? Digital marketing is a great tool for improving your visibility and take your brand awareness to the next level.
- Enhances your sales funnel. Online marketing tactics positions you to cross-sell and upsell your products and services by engaging and retaining your existing customers.
However you look at it, digital marketing is the best way to increase your ROI. If done correctly, it can do wonders for pretty much every facet of your brand and business. Given all these fantastic benefits, it makes one wonder: why is digital marketing in Kenya not working?
Herein, we take a look at the 5 top reasons why that is the case.
Reason #1: Poorly Designed Websites
It’s 2019, and it is somewhat laughable that some businesses and brands in Kenya don’t have a responsive website. Some of them try to plunge into digital marketing right off the cliffs of social media.
The truth of the matter is that any business is literally handicapped online without a fully-fledged website. You can’t do email selling, Instagram marketing, YouTube marketing, and whatnot without it.
But that isn’t the only point here. Even if you have a website, it should be engineered from the ground up with online marketing in mind. Unfortunately, most businesses that fail at digital marketing in Kenya usually have poorly designed websites.
Just look around. You’ll notice that most Kenyan websites are nothing more than mere HTML versions of their business brochures. They have scanty content, generic images, broken links, pre-2000 scripts, and other ills that can ruin digital marketing.
That’s if the website actually loads. Most Kenya sites are painfully slow, with some hitting a snag before they fully load. According to Google, any website that takes longer than 30 seconds to load will automatically be disfavoured by its search engine algorithm.
From a website standpoint, most digital marketing initiatives in Kenya are doomed right from the word go.
Reason #2: Lack of Mobile Strategy
Everything digital marketing should be mobile-first. Not many Kenya sites are optimized for mobile browsing, which is not hard to see why they fail. After all, mobile penetration in Kenya stands at over 91 percent.
You have to meet your target audience where they are mostly. For Kenyan marketers, that’s almost always the mobile ecosystem. Besides having a mobile-ready website, you need a mobile application to tap into the burgeoning number of iOS and Android users.
Reason #3: Wanting Digital Marketing Budgets
Even big companies in Kenya are still hesitant when it comes to funding their digital marketing campaigns. They still prefer print and TV ads. Oftentimes that means Kenyan digital marketers have to wrestle with meager budgets.
Without proper budgets, how can they go up against big, global brands? They can’t buy PPC ads, get well-written content, and leverage social media advertising. That makes digital marketing in Kenya moot when compared to other countries.
Reason #4: Not Leveraging Content Marketing
Content is everything in the world of digital marketing. Call it the holy grail, it helps with every aspect of marketing, from PR and brand building to reducing customer attrition and boosting domain authority.
Content marketing is an area most Kenyan brands fail. Most of them have failed to invest in copywriting, blogs, and other tools needed for the success of content marketing. Even worse, some of the duplicate content from websites around the world. Without highly engaging, Kenyan-specific and useful content, our digital marketing space will remain in the backburner.
Reason #5: Lack of Web Analytics
The biggest reason why Kenyan companies and businesses are not willing to invest in digital marketing is that they can’t see hard numbers. That’s where web analytics should come in handy. Instead of gauging their campaigns based on sales, they should use data-driven approaches to measure and quantify online success.
If you would like to polish your digital marketing skills, then this digital marketing course might be what you need.
What’s the reason your digital marketing is not working?