There’s a lot of moving parts that go into running a successful digital marketing campaign in Kenya. You have to plan accordingly, as well as create a solid, actionable strategy. If you don’t get everything right from the outset, your online marketing campaign will crumble sooner than later.
In this post, we shall walk you through the 10 crucial steps you need to take to run a winning Internet marketing campaign in Kenya.
Step 1. Study your Target Audience
You cannot market if you don’t know exactly who you are marketing to. That’s why the very first step to any social media marketing campaign is to define your typical customer. It’s the only way to know the ins and outs of your target audience.
Who is the target of your campaign? Define them by gender, age group, interests, income, region and an array of other demographics.
Where can you meet them online? What do they like and dislike? It pays to know what makes your typical customer tick.
Step 2. Define the Goals, Mission and Objectives for your Campaign
Every digital marketing campaign in Kenya should have a mission and key goals. Nail your mission statement right from the word go. More importantly, what do you want to get from your marketing campaign?
Do want to gain more Twitter followers, increase conversions, boost sales, improve email list or rank higher on Google search engine results pages (SERPs)? Whatever your goals are, you should make sure that they are clear and well-defined right from the start.
For example, “I want to grow Jumia sales by 20% in 90 days” is clear, while “increase sales” isn’t exactly well-defined. Nonetheless, you don’t have to limit your goals to numbers.
Step 3. Create Buyer Personas
You can’t market or reach everyone using the same marketing channel. Your next sensible step is to segment your target audience. In other words, develop buyer personas.
A buyer persona must address at least three aspects of the customer:
- Who your typical customer is
- What they need
- Their buying behaviors and online habits
Your target audience will most likely fall into around 5-8 personas. Here’s a good example of a buyer persona:
James, a 27-year-old male software engineer. Makes KES. 167,000 per month. Looking to buy a new vehicle, preferably an eco-friendly model. Has a hardware business, tech-savvy, and shops mostly on weekends.
Step 4. Identify your Budget
This step is pretty straightforward. Your budget will depend on the size, scope, and length of your campaign. Do you plan to hire an outside digital agency? Bring every factor into focus before determining your budget.
Here are some tips that may come in handy.
- Peruse your past campaigns, and find a cost point that delivered the most results
- Create a breakdown of your marketing budget
- Allocate separate budget to each major marketing channel, e.g. Facebook, Twitter, email, pay per click, SEO, etc.
- Brainstorm with your entire team
Step 5. Define your Marketing Channels
Naturally, you will not be able to cover all marketing channels with a limited budget. If you’re a B2B (business-to-business) company, for instance, you might want to prefer email marketing over social media marketing. Even still, business-oriented social media platforms like LinkedIn might do well for you.
You have a choice of marketing through social media sites such as Instagram, Facebook, Twitter and even LinkedIn. Alternatively, you can use display ad channels like Google AdSense, affiliate marketing, Bing Ads, etc. You can try email marketing, content marketing, and even YouTube marketing.
Step 6. Keyword Research
You can’t do search engine marketing without content and search engine optimization. Keyword research will help zero in on the right key phrases and terms to include in your SEO, PPC, and overall content marketing. There are myriads of tools that can help, including MOZ.
Step 7. Create a Plan or Strategy
Your digital marketing campaign has to be implemented in a systematic manner. First off, you need a strategy, which your plan of attack. A good digital agency like Mukuria Agency will do all the heavy lifting for you.
Step 8. Set Up Campaigns Across Chosen Channels
Depending on your campaign, you might have to write copy for your content marketing, SEO, social media posts, PPC, and much more. Optimize your content for search, social signals, and ranking.
Step 9. Remarketing Strategy
Digital marketing campaigns cost money. Unfortunately, some campaigns don’t work the first time for most users. That’s why you need to set up your remarketing or retargeting strategy. That’s to follow and woe back users who didn’t take action the first time around.
Step 10. Review and Improve
You initial campaign might not hit the right spot or align well with your target audience. That’s why you need to gather web analytics of your campaigns, review them, and refine your campaign accordingly.
There you have it – a 10-step guide to help you run a successful online marketing campaign in Kenya.
If you would like to polish your digital marketing skills, then this Internet marketing course might be what you need.