September 2019

All posts from September 2019

How to Set Up a Digital Marketing and Advertising Campaign

by Martin Yumbya Marketing Director on September 18, 2019 Comments Off on How to Set Up a Digital Marketing and Advertising Campaign

You want to put together a digital marketing and advertising campaign but you do not know where to start here’s how:

  1. Define your campaign goals and objectives 

Before you start you need to decide exactly what you’re trying to achieve with your campaign. Be very clear. When I say goals, it could be conversions, you’re trying to sell a certain number of products or maybe if you own a hotel you want to sell a certain number of rooms within let’s say a month. It could be followers you want to hit a certain number of followers on your social media platforms from where you are now to where you want to get to. It could be engagement you want, for people to talk about your brand. You want to be able to engage them and have conversations but if you go to the engagement make sure you can measure that engagement it could be you want to create brand awareness and what does brand awareness mean? You also have to decide that’s what the goal is going to be or like most campaigns you might want to generate leads. You want to do a campaign where people are asked to either fill in a form or submit some data that allows you to be able to follow up, later on, to lead them down the path to conversion whatever possible.

  1. Define your target audience

You can’t be everything for everyone. You have to know or decide who you’re trying to sell to and where they are. Are you a national company where you have stores? Are you regional trying to reach people in Tanzania or Kigali or Entebbe or are you just really trying to target people who are within a certain neighbourhood? It’s a narrow beam so define your target audience again where they are and who they are naturally. Survey who they are or you can even look at who your competition is targeting and the goal here is to try and build a niche or people who are more likely to engage the brand or buy the product or service.

  1. Develop your customer or buyer persona

Take your customer as a person and describe who they are and how this will work is that you’ll be able to use this person’s description of who they are when you are targeting your campaign messaging. An example would be; this is a Sharon; Sharon is a software engineer. You describe her demographics and then you say that she is into let’s say travel, she follows politics and she loves pets. That way when you’re coming up with your targeting then you know exactly what profile to use to come up with the correct group of people to talk to.

  1. Define your budget

If you’re going to have a successful campaign, you’re going to spend money on these digital platforms. You are going to run ads. You have to agree on how much money are you willing to spend to hit your target and the targets are based on the objective. Be realistic because we cannot say that you’re trying to get to a thousand orders and you only need to spend a thousand shillings. So look at what you are trying to achieve whether its conversions, Leads, how many people you are trying to reach and then work backward to come up with a certain amount of money that you know you need to spend on these platforms to reach that magic number of people in your target audience that you need to convert to get to your goal. Define and stick to your budget then run your ads based on your budget and you should be able to achieve your goal.

5. Select the digital platforms or channels

To run the campaign remember we spoke about going through the process of defining and developing your customers’ persona and the process of deciding what your budget is. A combination of these two factors will help you decide which channels are best suited for running a campaign because if you know who you’re targeting, you have an idea where your target audience would be spending their time on in the digital platforms. Some people depending on their persona will spend more on Facebook versus the websites or more on Twitter than Instagram. So be clear about what platforms you want to run your campaign on. And again, use the homework you’ve already developed in building your customer persona and in defining your budgets to help you to decide on the best channel for a successful campaign.

So, there you have it. You’ve gone through the steps, you’ve done your due diligence, you’ve done your homework so now all you have to do is just execute. Happy selling!

 

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Martin Yumbya Marketing DirectorHow to Set Up a Digital Marketing and Advertising Campaign

You’re Doing It Wrong

by Mathew Muraya Head of Strategy on September 11, 2019 Comments Off on You’re Doing It Wrong

Digital marketing, you’re doing it wrong. Let’s talk about some of the common mistakes people make in their digital marketing and how to fix them.

Here are 10 common mistakes that businesses and agencies make when carrying out their digital marketing.

  1. Forgetting Mobile Users
    When designing a website, it is common for marketers to design a website that looks good on a computer but completely forget about designing it for mobile phones. Last year in Kenya, 87% of all web traffic was on phones, with an average of 3 hours 48 minutes spent online on phone per day. With numbers like that you cannot afford to have a website that does not give a good user experience to a phone user. In fact, with numbers like that, you should build your website with the main focus being a great mobile user experience.

2. Not Measuring ROI
No matter whether you are doing the digital marketing yourself, or if you have an entire marketing team dedicated to it, digital marketing takes time, money and effort. Sometimes we end up putting in more effort and money than it’s worth without knowing it. Always measure the return on investment of your marketing efforts and see if they are actually worth it. If your business sells products directly online, it’s a pretty simple process of tracking sales points. If not, follow up on each lead by asking them how they heard about your business.

3. Targeting Everyone
When we believe in a product, we often think to ourselves, “who wouldn’t want to buy this?”, and that is how we end up targeting our marketing efforts. We end up casting a wide net because we think it may yield the most results. Sadly in digital marketing this is one of the worst things you can do. Casting to wide a net ends up expending valuable resources. Instead it is best to carve out a niche segment of people who NEED your product. Change your mindset from “who wouldn’t want this” to “who can’t live without this”.

4. Not Personalizing Their Communication
We have all received those marketing emails that start with “Dear sir/madam” from an email address like info@blablabla.com, and more often than not they either sit unread or get deleted immediately. That’s largely because of the cold detachment with which they are sent. Without the personal touch, nobody cares that much about what you have to say in an email. Next time you have an email campaign going out: address the recipients by name; make sure the content is for their benefit, not yours; and have the email come from a person.

5. Being Anti-Social on Social Media
A lot of older more established companies join social media and use it like a billboard or a newspaper ad; as a channel to pass on information and that is it. The beauty of social media is the ability to interact. If you just use it to share information and ignore comments and messages, people quickly see this as bad customer relations and quickly switch to a more interactive option.

6. Focusing on Acquisition and Not Retention
Most digital marketing efforts by companies are geared at getting new customers, reaching new people and markets. However in most cases, your business is sustained by repeat customers. If you are a garage, you want customers who will come back every time they need your services, the ones who will always tell their friends and family about their go to garage. The ones who know all the mechanics by name. Do not neglect them, because they are the ones that keep the lights on when business is tough. Instead offer them more and more reasons to come back.

7. Doing It Alone
Hire people.
Work with an agency.

8. Poor Budgeting
You get what you pay for.

9. Not Setting Goals
Set specific & measurable goals that you can actually achieve.

10. Not Using The Data
You are making assumptions about your customers.

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Mathew Muraya Head of StrategyYou’re Doing It Wrong

Landing Pages: Why They Matter

by Martin Yumbya Marketing Director on September 3, 2019 Comments Off on Landing Pages: Why They Matter

The single sole purpose of an online Ad is to solicit a click

  1. Make it campaign specific
  • A dedicated campaign about the offer
  • Should have the same creative/concept as Ad

 

2. It’s about Conversions

  • Don’t be shy, tell them what to do
  • Lead them down the path to conversion, literally

 

3. Keep it simple

  • Share the most important info and leave out the rest
  • Uncomplicate the conversion action

 

4. Focus on the Benefits

  • They have arrived. They want the product. Talk about the benefits

 

5. Make is user friendly

  • It must be mobile responsive
  • It must be easy to navigate
  • It must not be confusing

All the work you have done on the front end can go to total waste if you have a crappy landing page. If you are running a well-planned campaign, you must plan adequately for the traffic it will generate.

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Martin Yumbya Marketing DirectorLanding Pages: Why They Matter