Building a Diaspora Audience for Your SME

Have you noticed the increasing trend of Kenyans moving abroad? Whether it’s for education, career opportunities, or a fresh start, this wave presents an incredible opportunity for your business. Imagine tapping into a global audience of Kenyans who maintain strong ties to their homeland. 

With strategic efforts, you can build a loyal customer base among Kenyan expatriates worldwide.

Why Target the Diaspora?

First, let's explore why this demographic is so valuable. Approximately 3 million Kenyan nationals live and work abroad, maintaining strong cultural and economic connections with Kenya. In 2023, remittances from Kenyans abroad hit a record Ksh671 billion ($4.19 billion). As migration increases, so do these financial flows, reflecting a readiness to support Kenyan businesses.

Targeting the diaspora can also be a gateway to penetrating international markets. Kenyan expatriates are often more receptive to homegrown brands than foreign consumers. Additionally, living in regions with higher disposable incomes, they may be willing to spend more on premium products and services.

Leverage Social Media and Online Platforms: The Kenyan diaspora is highly active on social media. Platforms like Facebook, Instagram, and Twitter are perfect for showcasing your products and engaging with potential customers. Share behind-the-scenes looks at your business, customer testimonials, and compelling content to build connections.

Partner with Influencers and Diaspora Organisations: Collaborate with influencers and community leaders within the diaspora to promote your brand. These individuals have strong followings among Kenyans abroad. Additionally, engaging with diaspora organisations and participating in their events can boost your credibility and visibility.

Offer International Shipping and Payment Options: Simplify the purchasing process for diaspora customers by offering reliable international shipping and accepting various payment methods, including international credit cards and mobile money services. Clear information about shipping times and costs is crucial for building trust.

Create a Strong Online Presence: Ensure your website is professional and user-friendly, showcasing your products and brand story. Highlight the quality and uniqueness of your offerings, especially those reflecting Kenyan culture. Consider adding a blog or newsletter to keep your audience engaged.

Engage with Your Audience: Foster loyalty through regular interaction. Respond to comments and messages promptly, and consider hosting virtual events like live Q&A sessions or product launches. Personal connections can make a significant impact.

Utilise Email Marketing: Collect email addresses via your website or social media and send targeted messages to potential customers. Regular newsletters with exclusive discounts, product updates, and customer stories can keep your brand top-of-mind.

Highlight Social Impact: Many in the diaspora are keen to support businesses that give back to the community. Showcase any social initiatives your SME is involved in, such as supporting local artisans or sustainability efforts. This not only enhances your brand image but also aligns with the values of many diaspora consumers.

With their extensive network and expertise, DHL can help your SME navigate the complexities of cross-border trade, ensuring timely deliveries and satisfied customers.

By partnering with DHL, you can focus on creating exceptional products and connecting with your audience, leaving the logistics to the experts. This collaboration enhances your brand’s reliability and strengthens your relationship with the diaspora market.

In Conclusion

The Kenyan diaspora presents a valuable opportunity for SMEs to expand their reach and grow their businesses. By leveraging digital platforms, engaging with the community, and partnering with experts like DHL, your SME can build a strong, loyal customer base among Kenyans abroad, driving growth and success in the global marketplace. Embrace this opportunity to connect with a global Kenyan audience and watch your business thrive.