Mathew Muraya Head of Strategy

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.

read more
Mathew Muraya Head of StrategyYou’re Doing It Wrong

A History of Disruptive Innovation

by Mathew Muraya Head of Strategy on June 18, 2019 Comments Off on A History of Disruptive Innovation

Disruptive innovation is simply a paradigm shift brought about by innovation that changes the way we look at a certain field or industry. Okay, I may have lost you at thee words paradigm shift but bear with me a little.

Digital marketing is admittedly one of the fields where the term “paradigm shift” is common vocabulary, but that’s not because we are trying to sound smarter than we are. Digital Marketing is a landscape built on and in an everchanging environment of disruptive innovation, where of advancements and innovative ideas change the entire landscape almost overnight.

Let me break this down a little. It is impossible to discuss digital marketing without Facebook coming up in the conversation. A little over 15 years ago this was just a way for nerdy Harvard students to chat, today it is a multi-billion dollar monster of a business that is almost as essential to any marketer as a good website. Facebook has irreversibly changed the way people communicate. Facebook created a platform (for better or worse) where people can share larger and more intimate aspects of their lives. Their experiences, thoughts, ideas, likes and dislikes.

YouTube begun as way for amateur video makers sharing their content with friends, 1 years later, there are over 400hours of videos uploaded to the site every minute. YouTube has become a hub for all video content from DIY tutorials and daily Vlogs (video blogs) to large production movies. YouTube changed the way video content is consumed. Studies show that as of 2017, more hours of YouTube videos exist than all the television broadcasts since the television was invented in the 1920s. YouTube made video publication and distribution available to the public creating a platform for more intimate videos that catered to a wider range of niche markets.

This disruptive nature of the digital marketing industry creates for a tenuous environment where one has to be ready to adapt or fall into obscurity. From 2004 to 2009, Myspace was the largest social networking site, however as Facebook came to the forefront, it steadily declined. As of 2108 (yes it still exists), Myspace is ranked 4,153rd by total web traffic. A far cry from its days at the top.

Sometimes however, adaptation is not enough to keep a company afloat, the relatively young Snapchat (founded in 2006) burst on the scene with a bang reaching peak popularity in 2015/2016 with over 10billion daily views. Snapchat fought tooth and nail against giants Instagram, Facebook and Twitter carving out for itself a respectable market share. In a bid to slow Snapchat’s growth which was largely based on the disappearing videos feature. In 2017, Facebook and Instagram both introduced similar feature greatly stunting Snapchat’s growth. Snapchat remained popular with its core demographic, but this was not the end, in 2018 Snapchat published an ad quiz created by a 3rd party meant to engage users with pop culture references.  One of the questions in the quiz made insensitive reference to a domestic abuse incident between pop culture icons Chris Brown and Rihanna. Outraged by this incident, Rihanna made a statement in which she asked her millions of followers to remove the app. Within 24hrs, the Snap Inc. (Snapchat’s parent company) stock had dropped by 4 % costing the company almost 1 billion dollars.

What does this mean for you as a marketer?

  1. Do your research. Stay ahead of the trend by keeping abreast of what is going on in the industry.
  2. Have a contingency plan. Never put you eggs in one basket. Platforms will come and go and you need to be ready to adapt when one platform fails.
  3. Think outside the box. Yes, I know that’s a very cliché statement, but in an industry that knows no norms, be the innovative change. Be the disruption that changes the world.

Are you ready to be the disruption? What’s next for digital marketing? Is Vero the next big social network? Tell us what you think in the comments.

read more
Mathew Muraya Head of StrategyA History of Disruptive Innovation

The Big Bad SEO Monster

by Mathew Muraya Head of Strategy on May 27, 2019 Comments Off on The Big Bad SEO Monster

Search Engine Optimization (or SEO for short) isn’t what the blogosphere would have you believe. It is not some unstoppable big bad monster lurking in the shadows trying to destroy your company and everything you hold dear. At its core, SEO is simply the process of making sure that the people that need to find you can find you. As long as you focus on these two key components of any search, you and your beloved will be just fine (no pitchforks and torches necessary).

The Human Aspect

Each search is done by a person looking to achieve a certain goal. This goal could be to find your business, to find out about the products and services you offer, or even just to get directions to your doorstep. As a brand, your goal is to make sure you are easier to find than your competition while making sure all the information potential clients would require is available to them.

The most important step to doing this is to view your company from the perspective of a customer to figure out what it is your clients look for when they look for you. One you have channelled the inner client within you write down a list of words that people would use to find you (hold on to these). These “keywords” form an essential basis for your website. Sprinkling them in a frequent manner on your website makes sure that when people look for you, they find what they are looking for.

The Cogs in the Machine

Working on SEO without understanding how search engines work is like going monster hunting with a quiver full of arrows and no bow. You may get lucky and prevail in the end but it is ill-advised, so please sit back and allow me to string your bow.

Search engines are software systems that scour the world wide web for information which they display in Search Engine Result Pages, or SERPs for short (we digital marketers are obsessed with abbreviations). Basically, search engines find the stuff they think you are looking for. To do so, they crawl through your website and find as much information as they can about it from each page. The search engines scrutinize every aspect of each page from the visible content to the media. Like a mother-in-law, search engines are very judgmental, looking at every tiny aspect of code behind your webpages.

Search engines are however text-based systems making text-based content your best friend in SEO. For these, the best policy is to regularly sparingly add the keywords in the text where they make sense; search engines penalize web pages that just stuff keywords in illogical places especially in page descriptions that are just keywords with no context. When it comes to non-text elements such as images and video content, search engines rely on the descriptions of them in the website code. To optimize non-text content, you should use the relevant keywords to name your files as well as use keywords to describe them in the meta-tag (it’s like a description that only the search engines see).

The monster hunting world of SEO is vast with many tools and methods to achieve your goals. The process is long, arduous and recurring but it is very effective and with the rewards being more than worth it. We hope this at least helped you get to know the monster a little better. Go forth and HAPPY HUNTING.

read more
Mathew Muraya Head of StrategyThe Big Bad SEO Monster