Business marketing is the practice of individuals or organizations, including commercial businesses, governments, and institutions. It enables them to resell products or services to other companies or organizations, incorporate them into their products or services, or use them to support their efforts.

Business marketing involves a lot of activities, including communicating, advertising, delivering, and selling products and services to customers. Marketing in Kenya involves attracting consumer interest in product offerings through marketing research and a better understanding of customer’s interests, tastes, and preferences.

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There are many ways to perform business marketing in Kenya Advertisements. Business marketing is mostly done strategically through online platforms and websites.

There are various types of marketing in Kenya. These methods include:

Online or Digital Marketing

Digital marketing is the polar opposite of traditional marketing, as it uses the internet to reach the intended audience. The main forms of digital marketing include search engine marketing, content marketing, social media marketing, email marketing, affiliate marketing, native advertising,  pay-per-click advertising, and Search Engine Optimization (SEO).

Digital marketing has grown in popularity in recent years as a result of technological and social changes that enable consumers to conduct research and make purchases online. It is typically less expensive than traditional marketing because businesses can manage the ads themselves; they are not required to publish ads in print media or place ads on television.

Business marketing in Kenya

Digital marketing has an advantage over traditional marketing because businesses can control what and how their target audiences see their ads and measure the results of their advertisements in real-time.

Traditional or Local Marketing

Traditional marketing refers to any marketing channels that existed prior to the internet, as well as any form of marketing that reaches an audience through offline media. Traditional marketing includes newspaper and other print ads, as well as billboards, mail advertisements, and TV and radio advertisements.

Also Read  How to Run a Cost-Effective Digital Marketing Campaign in Kenya: 5 Tips

The channels listed above charge a fee based on the size of the ad, which helps reach the intended audience. Traditional marketing is one of the oldest marketing methods, and it is essential when an advertiser wishes to reach a local audience.

Read: How to Run a Cost-Effective Digital Marketing Campaign in Kenya: 5 Tips

While digital marketing has become an increasingly important part of most businesses’ marketing strategies, direct mail and other forms of traditional marketing remain relevant. Understanding which marketing channels are appropriate for your company is critical to getting the most out of your marketing budget.

Brand Promotion And Marketing

Brand marketing is the process of promoting a company’s products or services, or a brand, in such a way that it stands out. It entails developing and maintaining brand-consumer relationships as well as marketing brand attributes, which are the characteristics that people associate with a specific brand. 

The strategy focuses on using humor, creativity, and storytelling to shape public perception of the brand name and create emotional appeal with the target audience.

The objective of brand marketing is to generate discussion around a topic so that the brand name stands out uniquely in the conversation.

Relationship Marketing

Relationship marketing aims to establish long-term customer relationships based on trust, loyalty, and personalized interactions. It entails ongoing communication to better understand customer needs and preferences, providing exceptional customer service, and creating value beyond the initial sale. 

Business Makreting in Kenya

Businesses use relationship marketing to build a strong emotional connection with their customers, which leads to repeat business, customer retention, and positive word-of-mouth referrals. Businesses can build a loyal customer base by nurturing these relationships, which can lead to long-term business growth.

The benefits of relationship marketing

  1. Improves client satisfaction.
  2. Enhance your retention rates.
  3. Boost word-of-mouth marketing.
  4. Lead to higher conversion rates.
  5. Improve collaboration and communication.
  6. Result in positive reviews.
  7. Making lifelong brand advocates. 

The top and best ways to perform business marketing in Kenya today

Incorporating email marketing 

Email marketing is one of the most established and effective marketing channels available to businesses of all sizes. Email marketing remains an effective channel for reaching a specific audience in Kenya.

The use of email marketing has greatly been adopted by many businesses in Kenya because it also symbolizes the legitimacy of businesses. 

Also Read  8 Ways a Website Can Boost Your Business in Kenya

Email marketing can be used for:

  • Engaging: Keep subscribers informed and interested in your brand with compelling content, such as shoppable blog posts and how-to guides.
  • Informing: Keep customers up to date on new product launches or business policy changes.
  • Converting: Increase sales with emails featuring special discounts or exclusive deals.

There are various types of marketing emails used in businesses in  Kenya currently.

  • Transactional emails: Order confirmations, receipts, and other communications resulting from a customer’s interaction with your business.
  • Newsletters: Regular updates to keep customers informed about your business, industry news, or other relevant topics.
  • Promotional emails: Messages intended to promote special offers, new product launches, or exclusive deals.
  • Welcome emails: Brand introduction emails are sent to welcome new subscribers or purchasers, setting the tone for future communication.
  • Re-engagement emails: Rekindles interest among subscribers who have not engaged with your previous emails.

Use of social media platforms

Social media marketing is an effective way for businesses of all sizes to reach prospects and customers. People use social media to discover, learn about, follow, and shop from brands, so if you’re not on Facebook, Instagram, Pinterest, WhatsApp, or LinkedIn, you’re missing a lot.

Great social media marketing can help your business achieve remarkable success by generating devoted brand advocates and even driving leads and sales.

With the introduction of social media platforms and the development of better networking across the country, businesses can promote and educate customers about their brands, products, and services. 

Social media ensures that businesses can reach many people who use social media platforms, thus increasing customers and profit margins of the business.

Special promotions and discount offers

Promotions and discount offers are marketing tools and strategies that facilitate communication between sellers and buyers. Through this, the seller attempts to influence and persuade buyers to purchase their products or services. It helps spread the word about the product, service, or company to the public. The company employs this procedure to enhance its public image. This marketing technique piques customers’ interest and has the potential to keep them as loyal customers.

There are various modes of promotions, for example, sales promotion, self-promotion, direct promotion, advertising, and online promotion. 

Promotion and discounts aim to help companies improve their sales because customers’ reactions towards discounts and offers are impulsive and last.

In other words, promotion is a marketing tool that involves informing customers about the products and services provided by an organization or business company.

Also Read  2024 Digital Marketing Strategies for Kenyan Businesses: The Ultimate Guide

Video Marketing

Your company’s reach, revenue, and operations can all be expanded through video marketing. Like content marketing and email marketing, your company focuses on creating informative and valuable videos for its target audience. 

Regardless of the type of video you create, your goal is to increase brand awareness among your target audience. Similar to social media, email, and content marketing, brand awareness can lead to valuable conversions later. That’s why video marketing can boost conversions. 

Video marketing aims to increase brand awareness, conversion rates, and company revenue. It achieves these objectives by producing useful, high-quality content for its users. This strategy, like voice search optimization, focuses on current user behaviors.

Influencer marketing

Influencer marketing refers to businesses collaborating and partnering with people who have a large social media following to promote their products and services. Today, hundreds of millions of people use social media daily, and the use of social media influencers helps identify businesses for many people following the influencers.

Affiliate marketing

Affiliate marketing entails partnering with people and having them market your brand from their end, while they receive a percentage of every sale you make through their influence.

Use of Google Ads

Google Ads are an effective way to increase brand visibility and sales through your website.

Google typically charges per click, response, and action.

As a result, using this strategy allows you to save money by only paying for direct services. A business website also allows your customers to easily place orders and contact you quickly with automated responses on the website. This is a must-try.

Great customer service

Kenyans value respect and love, and every customer wants to feel loved and valued as if the service is only for them.

As a business owner in Kenya, you must learn to speak the local language and interact with everyone on their level. With this in place, your business will undoubtedly sell out because they will be eager to recommend it to others.


In conclusion, business marketing provides many opportunities for businesses to connect with customers, increase brand visibility, and drive conversions. Businesses can effectively reach their target audience and achieve their marketing objectives by utilizing the appropriate channels and tactics. Business marketing necessitates strategic thinking, creativity, and consistency. You can achieve successful results while staying within your budget by focusing on cost-effective strategies that resonate with your target audience.

There are many factors that can contribute to business success, and as a business owner, you must be prepared to go all out to ensure the sustainability and achievement of your business.

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