E-commerce in Kenya has won the hearts of many business owners looking to leverage technology to scale their business, both within and byound Kenya. The cool thing though, is that a new wave of online businesses are emerging, that are following the trend of “social commerce.”
Unlike e-commerce, social commerce prompts one not to leave the confines of their favourite social media platforms. This is a valid consumer behaviour fueled by how the average person spends hours on social media scrolling and double-clicking on different posts.
You can tap into this trend to thrive, reaching the right audience with the most effective marketing strategies.
This article dives into the top 5 e-commerce marketing strategies specifically tailored to resonate with Kenyan consumers:
Five strategies for reaching your Kenyan audience
Choose a niche and stick to it:
If you are new to e-commerce, the easiest way to garner trust is to establish yourself in a particular niche and build your reputation as the industry expert for those products. Focusing on filling a specific market gap makes it easier for potential customers to find your store and make a purchase, and this helps ensure that your store remains at the top of customers' minds for customers who need your products. This boosts traffic to your online store without you having to do too much, improves your chances of long-term success and continues your business by offering more products related to your established niche.
Leverage the Power of Mobile Marketing:
Kenyans are a mobile-savvy population, with smartphones being the primary device for internet access. This necessitates a mobile-first marketing approach. Here's how to optimise your strategy:
Mobile-Friendly Website and App: Ensure your website is responsive and optimised for mobile browsing. Consider developing a dedicated e-commerce app to enhance user experience and brand loyalty.
SMS Marketing: Utilise SMS marketing for targeted campaigns promoting flash sales, new product launches, or exclusive offers. Kenyans widely use SMS, making it a cost-effective and direct way to reach your audience.
For example, Jumia, a leading e-commerce platform in Kenya, uses SMS marketing extensively to notify customers about upcoming sales and personalised product recommendations based on their purchase history.
Embrace Social Media Marketing:
Kenyans are highly active on social media platforms like Facebook, Instagram, and WhatsApp. These platforms present an ideal opportunity to connect with potential customers and build brand awareness. Here's how to make the most of them:
Targeted Advertising: Utilise social media advertising platforms to target specific demographics and interests, ensuring your message reaches the right audience.
Influencer Marketing: Partner with Kenyan social media influencers whose audience aligns with your target market. Leverage their credibility to generate excitement and trust for your brand.
Community Building: Foster a vibrant online community by engaging with your audience on social media. Respond to comments, host contests, and run interactive polls to build brand loyalty.
Build Trust with Secure Payment Gateways and Cash on Delivery:
Trust remains a significant barrier for some Kenyan online shoppers. Here's how to address it:
Multiple Payment Options: Offer a variety of secure payment options, including M-Pesa, mobile wallets, credit cards, and cash on delivery (COD). M-Pesa, a mobile money transfer service, is immensely popular in Kenya, so integrating it is essential.
Transparent Return Policies: Clearly outline your return and refund policies to build customer confidence.
Customer Reviews and Testimonials: Encourage satisfied customers to leave positive reviews on your website and social media platforms. Positive testimonials can significantly boost trust and influence buying decisions.
Content Marketing is King (and Queen):
High-quality, informative content is key to attracting and engaging Kenyan consumers online.
Localised Content: Create content that resonates with local sensibilities and cultural nuances. This could include content in Swahili or local dialects alongside English.
Educational Content: Kenyan consumers are increasingly value-conscious. Offer informative content such as product reviews, buying guides, and 'how-to' articles to establish yourself as a trusted resource.
Video Marketing: Video content is highly engaging and easily consumed on mobile devices. Use explainer videos, product demonstrations, and customer testimonials to showcase your products and brand story.
Bonus Strategies to Implement
Only sell products of outstanding quality
Remember the last time you purchased a fake product? Did you ever go back to buy even the most minute thing from that brand? You probably even advised everyone you knew never to buy from that brand to avoid disappointment. This is why you must establish the best product standards to build a highly successful e-commerce business. Also, let your product marketing communication contain very descriptive details of the product, its expected lifespan, and its actual functions.
Superb Customer Service
Customer service is a significant factor in customer retention. It has already been established that retaining customers is cheaper than attracting first-time buyers. Customers want to feel respected and appreciated, and businesses that fail to show care for their clients will likely get dropped in favour of another brand with a better track record of customer satisfaction.
Due to the utterly online nature of e-commerce, excellent customer service begins with the setup of your website. Ensure that the design and functionality lead to an optimal user experience. Having a sales representative dedicated to listening and helping buyers from the initial purchase until the final delivery does wonders for building relationships between the customer and the brand. A satisfied customer is likely a returning customer. You may also get excellent referrals from satisfied customers—a win-win situation.
Reaching Your Customers with DHL:
With DHL you can easily reach your customers and deliver their orders seamlessly. DHL specialises in domestic and international parcel delivery, helping businesses grow within and beyond borders. They aim to help combat the anxiety associated with logistics and have just what it takes to help you make smooth and secure deliveries to your customers while winning over their trust in your business.
Since your competition is against big companies, you may use an even bigger logistics company to your advantage. DHL has positioned its business expertly as the one logistics company that meets all your needs. Simply open a business account today to get the full benefits of partnering with a world-class logistics service.
In conclusion:
By implementing these targeted marketing strategies, e-commerce businesses can effectively reach Kenyan consumers, build brand loyalty, and ultimately drive sustainable growth. Remember, understanding your target audience, leveraging mobile technology, and building trust are key to success in this dynamic and exciting market.
