In Kenya, digital marketing has emerged as the preferred tactic for entrepreneurs seeking to steadily and reasonably expand their clientele. This is explained by the fact that more Kenyan customers are shopping online due to the 2019 epidemic. Particularly for business owners or companies whose success depends on the expansion of their enterprise, a robust clientele is essential. Whether your company is brand-new, up-and-coming, or well-established, your consumers keep everything running smoothly.
Many entrepreneurs prioritize expanding their clientele while neglecting their current clientele. This is a grave error given how much a company’s current clientele contributes to its bottom line. While a company has a 5–20% chance of successfully selling to a new prospect, it has a 60% chance of reselling to its current clientele. This demonstrates the value of your current clientele; therefore, you should make every effort to retain them.
Businesses still struggle to keep and expand their customer bases in the modern business world, even with the use of strong and sophisticated marketing tools, strategies, and tactics. To help you grow your business, this article will show you how to effectively acquire and keep a profitable clientele. We’ll look at efficient strategies for drawing in internet clients and encouraging them to purchase your goods.
Get to know your target customers
The effectiveness of your Kenyan digital marketing techniques depends on how well you know your target audience. Your target demographic will quickly become your primary internet audience in Kenya if you can effectively leverage it.
But one thing is certain: Some people’s needs are met by your goods and services. As a result, find out who those folks are, why they selected your product, and how you can best assist them. Knowing who else they turn to if you are unavailable or if they are dissatisfied with your services is also crucial.
Knowing who is interested in your service is crucial because if you don’t, the cost of acquiring new digital customers may be more than you had projected. If you can quickly identify your target market, you will save time, money, and effort. How do you do this, then?
Identify your target market.
Your target market consists of consumers who are most likely to adopt your products and services. To gain their trust, you must understand their needs and make an effort to appeal to them. Only thorough market research that includes surveys, data analysis, and focus groups to determine their demographics and purchasing patterns can accomplish this. It pays to research how your competitors service their clientele and attempt to fill any holes in the current market.
Analyze your customer base
To identify trends in your customer relationship management (CRM) program, examine customer data. Next, identify the traits that a certain group of clients that frequently buy from your company have in common. It’s critical to survey your most devoted customers and determine their needs in addition to using a CRM application.
Find out which goods or services most appeal to them. If you utilize analytics software to swiftly source the results, the method can be simpler. You’ll have little trouble identifying trends. Now compile all of your findings into a single resource, such as a document or spreadsheet.
Observe your competitor’s client base
You may determine your competitor’s customer base and how it stacks up against yours by using an analytic tool. Look into the possibility that your competitor is reaching certain clients that you are not. If there are, assess if pursuing them is worthwhile.
Craft a customer profile
You can create a buyer persona using the data you have acquired from these procedures. Your target customer’s semi-functional profile is called a buyer persona. Having a client profile will help you think about new items and marketing tactics. You may also utilize these as a point of reference to ensure your suggested initiatives will solve your customers’ pain issues.
Another possibility is that you have a different clientele. Creating a large number of ideal clients for particular goods or services might be beneficial. Both general and specific customer profiles are possible. Typical information that ought to be included in the customer profile includes
- Demographics: gender, age, and income
- Psychographics: Personal traits, lifestyle, and values
- Behavior: Spending habits and buying patterns
Competitor analysis
Recognize your competitors and their customer engagement strategies. Determine whether you may benefit from any gaps or whether there are any industry standards that you may have overlooked. It’s also possible that you’ve been making some blunders that you could have prevented.
When doing digital marketing in Kenya, you must investigate your competitors. Instead of reinventing the wheel, think of ways to make your mark. Here are some expert pointers for making a statement:
- Visit their websites—be a customer now—and attempt to evaluate the user experience of your competitor’s websites to see what works for them. To examine rival websites and landing pages, you can also use free digital auditing tools. It should be your strength to identify what is lacking. Outdo them by implementing it on your website.
- What about the way they are on social media? This will allow you to see what they are marketing, how active they are on those platforms, and what methods they are employing.
- How are they doing with their advertising? Find out whether your competitors are listed in search engine-sponsored listings by conducting a thorough keyword search in your niche. You may learn more about your competitors’ advertising activities, including the digital marketing tactics that they employ, by using several third-party tools, like SpyFu.
- Online evaluations and references: You may assess your competitors’ online reputations by reading reviews on their websites. This can help you see where they are making mistakes and what they are doing correctly.
Build a Website that caters to your customer’s needs
Your website is your most valuable asset as a business, comparable to an online physical store. You only need a particular landing page on an already-existing website, not a whole website devoted to placing a purchase. This directs your customers and visitors to a page where they can find out more about you and your offerings.
One of the things you should think about before creating a business website is whether to use a content management system or employ a programmer to create it from scratch. The top content management systems available today include Drupal, Joomla, WordPress, Wix, and more. At least be somewhat informed; you don’t need to be an expert. Additionally, choose the best website domain and hosting provider in Kenya before you start building a website.
Rank better on Google with SEO
One of the long-term strategies for any company with an internet presence to produce leads is search engine optimization. Nowadays, consumers look things up online before making a purchase. As a result, if your website is not active on SEO, it will be overlooked and miss out on a lot of opportunities to improve your business as a whole.
Online platforms are seen by modern consumers as an integral component of their buying experience. Whether they are buying online or in a physical location, they research products thoroughly before making a purchase. As a result, you ought to understand the significance of SEO.
What are the principles of SEO?
SEO is a term used to define a strategy that involves creating high-quality content and websites. When everything is done correctly, your website gives users a better experience while also increasing brand trust. To demonstrate to search engines the worth of your website, SEO is essential. Search engines will only give your website a high ranking for business-related queries once they have acknowledged its worth.
Optimization of keywords
Relevant keywords must be optimized for your website. Choosing the right keyword phrases makes it easier for potential clients to find your company among hundreds of results.
Optimize your website for mobile devices.
If your website isn’t mobile-friendly, SEO won’t be complete. Compared to other sources, Google claims that a large number of searches are made on mobile devices. To improve your website’s ranking in search engine results, it must be responsive.
By optimizing your content for all devices, making mobile navigation simple, and cutting down on page loading time, you can raise your site’s ranking. Additionally, for a positive user experience, make every effort to minimize unnecessary pop-ups.
Build a business blog
The foundation of your company’s social media marketing strategy in Kenya is blogging. This is where you need to start if you want to increase your clientele. Blogging is still one of the greatest ways to develop your business online, having peaked a few decades ago as a tool for activists to express their opinions. It may also change your profit margins. It allows you to retain your current clientele, allowing your content marketing efforts to reach new prospects.
Blogs are being used by businesses all over the world to inform their clientele about industry developments.
Blogs have several advantages, such as improved search engine visibility and sharing, which drive more people to company websites. Blogs boost SEO, which increases brand visibility, provides the impression that a business is strong and authoritative, and improves customer interactions. Establishing and maintaining a blog allows your business to establish relevant connections with your leads. Online readers will come upon your blog and spread the word about it, increasing website traffic.
Although blogging is less popular now than it was in the past, it will be essential to the future of your company if done properly. Social skills, textual context, accessibility, a standard for online content, and user-friendly knowledge should all be incorporated into blogging.
Ask Your Customers for Testimonials
Customer reviews are important, and businesses that use them differ greatly from those that don’t. Customer reviews are the first item that visitors to your Kenyan business website looking to buy a product or service would look for before completing their purchase.
Customer reviews are therefore essential to the proper operation of your company. Testimonials from clients can help you understand their requirements and want so you can take appropriate action. To find client feedback, Kenyan business owners need to concentrate on social media and Google.
When searching for reviews on Google, keep in mind that some reviews won’t be useful. Before you start asking for reviews directly, you should first learn more about your clients, such as who your frequent customers are and which ones appear to be happier with the goods and services you provide.
You shouldn’t be concerned about receiving bad reviews. They are necessary because they let you fix your mistakes and serve a larger clientele. Customer reviews are ultimately about the relationship your company has with its clients. Therefore, if customers have a bad opinion of your brand, try to improve your services so they will feel more at ease and confident when they do business with you in the future.
Collect Email Addresses From Website Visitors
Establishing a connection with your visitors and building your brand are greatly aided by having an email database. It also aids in consumer retention. Increasingly, companies in Kenya are buying consumer emails these days, little realizing that the recipients may not have heard of your brand before. As a result, the approach ultimately yields vanishingly low returns.
The finest digital marketing plan in Kenya is to identify natural ways to grow your email list. This will help you increase your consumer base and keep your revenue-generating, devoted clients. But how is this accomplished?
By using opt-in forms on your site
For users to submit their email addresses and sign up for your mailings, your website must have an opt-in form. In addition to offering some obvious user benefits like access to exclusive content and promotions, the form or signup page should be simple and quick for visitors to complete to provide their email addresses. Visual pops should also be used in your forms to draw in users.
Offer specific content or resources to email subscribers
Developing informative material that aligns with the professional interests of your audience will be beneficial. These might be a white paper, ebook, webinar, free software trial, etc. that provides useful information to your clients.
Use modals, pop-ups, or overlays.
Additionally, a lot of Kenyan businesses are deploying models or pop-ups that open on their websites when users perform specific actions. These activities might include, for example, reading a blog, visiting a certain webpage, or going over a minimum amount of time for browsing.
Create an interactive discount “game.”
Making games like the Wheel of Fortune games that reward your visitors when they sign up for an email list is another way to start gathering emails. When visitors provide their email addresses, they win a lot.
Expand with Current Customers
Getting a new customer is more expensive than keeping an existing one. Companies must look for methods to increase their customer base while attempting to retain their current clientele. You need to look at how your customers are currently using your current items to do this.
Look for strategies to keep them interested while you’re at it. Customers utilize a variety of services, for example, to cover items that are lacking. So people can acquire all they need in one place, you should expand your offerings.
You should establish a loyalty program that encourages more frequent purchases if you see that your clients are making sporadic purchases. Additionally, if clients sign up for your cheapest plan without upgrading, provide them with more reasonably priced custom plan alternatives to encourage them to purchase the tools they require.
Keep Track of Your Performance
Benchmarking gives your company insightful information about how it is performing. It contrasts metrics such as process quality, cost productivity, and cycle time.
You can better comprehend your company’s current state by monitoring its performance. The steps for improvement are determined by the outcomes gained. You can check how your business stacks up against your rivals with a variety of benchmarking tools.
It is also possible to examine digital marketing strategies in Kenya to determine how well they work to increase your clientele and attract new ones. The number of new consumers, the number of new products or services created, customer satisfaction, return on innovation investment, staff contentment, and many other company elements may all be understood with performance tracking output measurements.
Invest in YouTube Video Content
YouTube is more effective at enhancing your business’s content. Visual content is more appealing to people today than written content. A better technique to include images in your content for your prospects is to use high-quality videos. With several billion views on YouTube every day, a businessperson must reach the platform’s enormous audience. Companies ought to understand how to set up YouTube profiles for their companies. Given how many movies are viewed every day, this might make it simple for businesses to reach a huge pool of possible customers.
Additionally, sharing the videos is straightforward and only requires a URL. Since customers are already in one location, businesses with YouTube profiles may quickly reach them. By offering advice on other people’s films, you can even increase your visibility significantly. One of the most popular websites for streaming videos is YouTube. You may be sure that you will find a group of people who will become your devoted followers and clients when you post your business videos here.
Give Something to Get Something
Offering freemium services is an effective strategy for attracting new leads. Businesses use it to exchange client information for something of value at no cost. You can offer away a freemium product, which could be as basic as a PDF downloader or as interactive as free prototype software. When a business offers freemium, the user can use the tool without paying anything.
They do, however, need to provide an email address and occasionally register for an account with the company. They won’t realize how important that tool is to their company until they take this action. Depending on the tool they use, the company can then design a customized customer care and sales offer by analyzing the product usage report for the people who have benefited from the free tool.
Create an Affiliate Program
In affiliate marketing or programs, the owner of the business pays a blogger, influencer, affiliate, website owner, or another company a commission in exchange for bringing them customers. Through social media content, website integration, or product integration, the affiliate drives visitors to the business owner.
They receive a commission in exchange, which is determined by how many new users they bring to their partner website or by how many people complete a certain action, such as making a purchase, installing an app, or registering for a free trial. To get more people to visit your website, you can also collaborate with influencers, companies, people, or your clients.
Affiliate programs are the preferred technique of digital marketing in Kenya, given that it is a low-startup cost technique with low risk. You can only disburse payment to your affiliate marketer when a conversion is made.
Device a Customer Referral Program
Don’t view your customers as a way to make sales. Consumers can help your business in more ways than one; they can be an extension of your marketing campaigns. Thus, you must create a referral program that pays customers each time they recommend a new company. Decide on an incentive first. Discover the things that most inspire your clients in your industry. You may think about providing incentives like a free product, a service discount, a plan upgrade, etc.
Establishing a tracking system that promptly and precisely compensates your clients is beneficial. When the reward takes too long, you’ll be shocked at how quickly your clients lose interest. Keep a close eye on the outcomes of your referral program and make necessary adjustments to your policy. Offering discounts to new customers who sign up using a referral code is one way to increase involvement. Additionally, exercise caution because an excessively substantial reward may hinder your sales; therefore, you may want to lower it.
Engage customers with live chat
Using live chat as part of your client interaction plan is one of the things you will discover when you have tried all of the aforementioned methods. First, you may communicate with your clients at any time of day or night via live chat. It gives your clients an open line of communication with your company whenever they need to. It enables you to assist them around the clock and respond to all of their questions and interactions.
Additionally, it lowers the cost of your engagement approach, in contrast to phone calls, when a customer service representative may speak with a single consumer for hours at a time. It allows you to manage several chats and interact with multiple consumers at once. Multiple chat windows, for example, can assist in cutting down on the chat queue and allow the agent to interact with multiple clients at once.
Additionally, it enables proactive real-time visitor behavior monitoring. Customers can communicate with your agents through chat based on their browsing activity. You can manually start a chat or use greetings with chat tools like ProProfs. Therefore, an agent can initiate a conversation and simply personalize engagement if they can determine an opportunity where a client is likely to participate based on the activity on the site.
Therefore, to increase conversation engagement with your visitors, do the following:
- Place the chat buttons appropriately and customize them.
- Include criteria for sending automated messages.
- Monitor conversation statistics to identify the main areas that need to be improved.
- Quickly respond to your customers’ questions by using pre-written answers.
Redefine your target
Digital marketing has the advantage of allowing you to swiftly and accurately redefine your target demographics. By redefining the target demographic, digital marketing also helps save marketing expenses.
It allows you to use analytics to examine marketing outcomes. It will consistently change the campaign around until you get the best outcomes with the least amount of money. Utilize free resources like Google Analytics to assess how well your company website is doing and reach its target audience.
Gamify Customer Experience
Gamification is the technique of making everyday chores and procedures more entertaining and engaging by including playful features. Nowadays, gamification is used in all industries, including business, to draw in new customers by incorporating gamified features that improve the user experience. Since the product is akin to a game or pastime, the goal of gamification in business is to make the client like and continue using it.
Conclusion
One of the most important aspects of starting a business is developing a clientele. Even after numerous investment rounds and gaining traction in the market, the effort never ends there. Customer-driven companies indeed encourage expansion at every level of the company’s operations. If properly applied, the aforementioned advice can benefit both small and large enterprises. Realizing a rapidly expanding clientele can take time.
However, using these digital marketing tactics in Kenya will help your company become well-known and recognizable to clients worldwide automatically. Business owners need to stay up-to-date on the newest tactics that have been tried and tested to increase their clientele. Your company will prosper if you use them and take advice from professionals.
