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Digital Marketing Strategies in Kenya for Startups


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Starting a business in Kenya can be sometimes challenging. Some of the questions you ask yourself are, How will I get customers? How will I get my brand known? However, you don’t need to worry because there are solutions online that can lead to the success of your business. Digital Marketing is key to the success of your business and you need to implement some of these strategies for your startup.


What is Digital Marketing?

Digital Marketing can be defined as a form of advertising delivered through digital channels. These digital channels that can be used include; Social Media, Search Engines, Mobile & Web Applications, Emails, Websites or any other digital technology.

Digital Marketing Stratergy

Why you need Digital Marketing for your Startup

Most startups are working with a limited marketing budget and have to compete with larger companies for their target audience attention. How can you generate more sales as a startup business while having too much competition? Digital marketing is the key to your success. With the rise of internet users, your potential customers might be hanging online and you need to implement some of these digital marketing strategies to be able to reach them. These strategies allow you to do more with a smaller budget and have a high return on investment no matter your industry or business you are doing.


Digital Marketing Strategies that can be used for Startups

Now that you know what is Digital marketing and why you need Digital Marketing for your Startup, let’s look at some digital marketing strategies you can implement for your business to market your products and services.

Below is a list of some of the Digital Marketing strategies that can be used on your Startup and are proven to bring great results when done correctly.

  • Social Media Marketing
  • Search Engine Optimization
  • Content Marketing
  • PPC Advertising 
  • Email Marketing

Digital Marketing Stratergy

Search Engine Optimization

Search Engine Optimization is popularly known as SEO. It’s one of the most important marketing strategies for startups that have a website. SEO is the process of optimizing your site structure and content to make it easier for search engines like Google to crawl your website and be able to index it. By optimizing your site for search engines and developing content that focuses on relevant keywords, you can make it to rank higher in search engine result pages(SERPs). The higher you rank on a search engine, the more opportunities you’ll have to drive traffic to your site and generate sales. This is because when a potential customer wants to but something they first search for the product in Google or any other search engine. 


SEO is important for startups or small business because customers who are searching for brands to buy from locally often use their mobile devices to find nearby shops to buy service or products from. By optimizing your site and content for local SEO, you can increase chances of appearing in these local mobile search results, therefore, generate leads for your products and services. 

The advantage with Search Engine Optimization is that the traffic obtained to your site organically is highly targeted and relevant. This guarantees your business or startup good leads and high conversation rates. However, SEO is a long-term process and there is a lot of work and consistency that is required in it to be able to obtain results and see your website ranking.

Examples of tools that can help you achieve this are semrush, ahrefs, moz , google search console and google analytics.


Social Media Marketing

This is the use of social media platforms like Facebook, Twitter, Instagram and Pinterest to advertise your products and services. Using social media to reach and engage target audience for a startup is no longer an option these days but a necessity for any business whether existing or starting


Millions of Kenyans access social media channels daily, Business can develop and implement a social media marketing strategy that can be able to generate sales. The first step of developing a marketing strategy for social media marketing for your Startup is to first choose which channels you will use and spend time on.


Social Media Marketing has brought success to many businesses in Kenya especially for startups and people selling products online. SMM can lead to your brand awareness as these platforms allow one to boost posts to reach a larger audience using paid ads.



Email Marketing

Email marketing is one of the best marketing strategies that can be used when you start a business. Most consumers are not going to buy from your brand when they visit your website first. It’s therefore important to find ways to keep in touch with your site visitors once they leave. This can be made possible using an email subscription form and capture their emails. Once you have captured their emails you can use this as leads of your marketing campaign and reach your customers in their inbox.

To be successful in email marketing, make sure you plan and follow up your emails and don’t spam your email list.


PPC Advertising 

Pay-per-click is a type of advertising model that allows businesses to display ads to people searching online for relevant products and services whereby you pay each time a consumer clicks on your ad content.

How do PPC ads work on search engines? Advertisers have to bid on certain keywords that are relevant to their products or services that they offer. The search engine uses an algorithm to determine which ads to show up on search engine result pages(SERP) based on its quality, validity and relevance.

Google Ads is the most popular PPC Advertising platform as the majority of customers are using Google search engine to search for information about products and services they want to buy. PPC Advertising should be drafted professionally and strategically to generate leads for your Startup.


Content Marketing

Content marketing is the process of creating and publishing quality content that is relevant to your target audience and provides value for readers or viewers. A good example of content marketing is using blog articles, videos, infographics etc to market your products or services. 


Unlike other marketing strategies for Startups and businesses, content marketing is for the long term marketing strategy and helps brands build trust and relationships with their audience who can later be converted to customers.

Content marketing is in the middle of most marketing strategies for businesses. Search Engine Optimization, Social Media Marketing and other internet marketing form heavily rely on content.

Content is King for any Marketing strategy that Startups or other business should implement.



Well, that’s the list of 5 marketing strategies that are proven and worked for most startups and business. I recommend when implementing these strategies, you should first know your budget as some strategies might cost you money, work within your budget and measure your results and see what works for you. You can implement these strategies to your business or hire professionals to do these tasks for you as it requires some knowledge and skills to get better results.

Success in your marketing and I believe you’ll get results when you implement these strategies the right way.

Read Also: List of Best Web Hosting Companies in Kenya.

  1. Benon Nyabuto says

    Very insightful thought on digital marketing strategies for startups.

    1. Jack says

      Great to hear. We have to make good use of these strategies on our businesses but most important is that we plan and measure results and know what works well.

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