Article uploaded on 2019-02-11
So, you’ve made the leap of faith and started your own business (or several businesses for that matter). GREAT! Your product is good and definitely solves a problem. Here comes the hard part; fighting for customers with other businesses. Marketing is a key business activity and the big players in any industry have way more marketing resources than any startup will ever have. In Kenya, a tv advert will set you back over Ksh.60,000, to run for a day, on only one station. Keeping in mind a tv advert runtime is about half a minute, this just isn’t an ideal marketing channel unless you are ready to spend to the tune of millions. An alternative is radio which does have plenty of listeners. The issue there again is the short duration of the advert and unless someone was keenly listening and has the problem your product will solve, they won’t remember your product. The biggest problem with the mentioned marketing channels and others like print media and billboards is the inability to target your ads to the right people. Unless you’re selling a basic need that every Tom, Dick and Harry needs, digital marketing is the way to go. Digital marketing provides an affordable, flexible and, best of all, ability to target the customers most likely to buy your product. As opposed to the high pricing of other advertising channels, you can spend as little as you want while advertising online. For the best results of course, you’ll need a reasonable budget. Targeting allows you to reach customers based on age, gender, location, occupation, hobbies etc. Putting these into context, suppose you sell footwear. In the ad campaign you could select women, 18-25yrs, living in Nairobi and have jogging as a hobby. Some platforms even let you specify the exact time of the day your advert will run, for example, if you have a hotel that offers food delivery, you can choose your advert to run between 11am-2pm. Those options are not available on other marketing channels. All you need is to get an advertising partner to help you with the analytics of data to ensure the optimum results for your advert. Content creation for your online platforms is also a very important aspect of your digital marketing success. Luckily, we’re here to help. Our team comprises of experienced digital marketers that are certified by Google to run online marketing campaigns. We would love to work with you. Feel free to request a call back and we will be with you in a jiffy!