Martin Yumbya Marketing Director

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.

2. 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.

3. 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.

4. 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!

Is Email Marketing still relevant? YES

Email, has now been around for over forty years. It’s a form of communication that many argue is outdated and irrelevant in this world of smart phones and social media that we live in today. Email has been used for many years for personal communication, business communication, and yes – marketing & advertising.

However, many people would relate email marketing with being interruptive, spam related, and often irrelevant & mass communicated information.

But the truth is, email can still be used as an effective and very powerful marketing tool. And today I’m going to share with you few but very important tips on how you can use email marketing to grow your business

In today’s world, the consumer is king – it’s all about putting the right thing in front of the right person at the right time, and using email marketing is lets you do that.

When someone fills out the information on your website, you now can effectively communicate with them through email and slowly nurture them through their purchase journey

And because they gave it to you, this person’s email isn’t from a random list of contacts you purchased online; it’s a real person with real interest in whatever it is that you’re offering. So Progressive companies can take advantage of that. They can use the power of email to start a conversation and build a relationship with a prospect over time.

There’s so much to cover on how you can use email marketing as a powerful tool to grow your business. But I’m just going to share 4 key areas that would make a huge difference:

1. Build an Opt in list:

No one wants to receive emails from a company they don’t want to hear from. It happens a lot unfortunately and that’s one of the things that gives marketing emails a bad name.

An effective email marketing program is heavily influenced by the quality of your email list. And the more people you have on your list who want to and know that they are on your list, the better results you will get.

Here’s what I trying to say; give your current and potential customers an opportunity to willingly join your mailing list. How?

• Make it easy for them to sign up from your website
• Request them for their email addresses during your interaction with them
• Let them know that you shall be sending them useful information about your products or services that could help
• AND, make it easy for them to opt out of your list whenever they want

2. Share content that is relevant:

Remember, it is a privilege to be given someone’s email address. We forget that an email address is actually personal information that’s unique to an individual so it should be treated with the sensitivity it deserves. When someone gives you their email address, they are basically saying, “I don’t go around dishing out my personal contacts to strangers. I am sharing this with you because I trust you, and I am giving you direct access to me and the opportunity to engage me one on one”.

Therefore, don’t abuse the privilege you have been given by selfishly sending out information that only benefits you. Share content that helps the customer first before it benefits you. For example:

• It can be a discount offer that helps them save money
• It can be a notification of upcoming service disruption to help them plan ahead
• Transactional emails – Your order has been received
• It can be info on a new version of a product they have that can be more useful to them

The more useful info they get from you, the more they trust you. Which means they will want to keep hearing you, and you can continue to build that relationship as you lead them down different conversion points in their customer journey

3. Segment your email campaigns:

Segmentation is a huge driver for success in your email marketing efforts. You can now segment your database based on where the user, prospect or customer is in the buyer’s journey which further puts the right thing in front of the right person at the right time. You can have automated emails sent out to segmented groups of users who have certain characteristics and use those characteristics for dynamic email marketing.

Segmentation Examples:

• First time buyers
• People in the same industry – travel agents
• Repeat customers
• Based on gender
• Based on region

We notice from the client email programs that we do that segmented emails generate more leads, lead to increased email open rates, and have lower unsubscribe rates.

4. Personalize your emails:

Everybody likes to be addressed by their name. It’s like walking into your favorite restaurant and the hostess sees you and says, “Hi Martin, welcome back”.

You feel recognized and gives you a feeling that they know you and understand your needs.

Any credible email marketing application will allow you to personalize your emails for the most effective results. Based on how you engaged with your customer, you should at least have the user’s first name, last name, and email. And just like that, you can send a personalized email to every person in your database, and this does make a difference.

Personalized emails, e.g. addressing people by their first name, see improved click-through rates, increase in conversions and personalized subject lines always have higher open rates

So here’s my conclusion about email marketing:

I think we agree that email marketing is not as powerful in this part of the world (Kenya) has it has proved to be say in the US. BUT, if used and developed well, it can really be a differentiator.

And I would concur that the old way of doing email marketing no longer relevant in 2019 ; With purchased lists, non-relevant content, and spammy subject lines – you’re more likely to end up in a person’s junk folder than grabbing their attention in the inbox.

However, through the use of segmentation, personalization and a a true effort in understanding of your customers and where they are in their purchase journey, it’s now easier than ever to put the right thing in front of the right person at the right time through email.

People are still checking their emails more now than ever before and it’s undoubtedly one of the most profitable marketing channels out there.

One thing is for sure – email marketing still VERY relevant.