As an entrepreneur who has started a small business in Kenya, I know that small businesses have a very small marketing budget. Therefore, a small business in Kenya has to find the most effective ways to attract customers. The conclusion is obvious, running a small business in Kenya in this day and age, requires the use of inbound marketing which focuses on attracting your customers instead of going out to find them (which requires quite a budget). If you have recently been introduced to inbound marketing, you may wonder how to get started on using inbound in your small business.
Here are four easy ways to get started.
Research is necessary in any business marketing strategy, especially inbound marketing. If you’re not sure how to start using inbound marketing, it is necessary to research on the basics of what it is and how it is implemented. You should also make sure you find out if other businesses in your industry are using inbound marketing and how. A great way to start is by visiting Hubspot’s website, they are leaders in inbound marketing strategies and very helpful on how to get started.
Before I first started my business, I found out what inbound marketing was, then I read about it and collected as many resources as I could on how to implement inbound in my business (I download Hubspot e-books and templates almost everyday ^_^). I also make sure that to this day I never stop learning and researching on inbound marketing as it evolves. Make sure you keep up with the necessary practices and effective inbound marketing activities.
2. Get a website
The first step towards inbound is setting up a website for your small business and making sure it’s search engine optimized (SEO) to attract your target customers. In Kenya there are many companies to choose as domain providers to host your website. For a simple start, you can visit kbo.co.ke, they give you options of companies to host your website, but most importantly you can get started on your website for free at first (your website name will however have a .kbo tag on it). After you set up and get cash, you can then pay for your own domain name. Safaricom also offers a domain provider based on size you can choose to start up. There are many options on getting your website up and running. I started my website using kbo to set-up, since it’s a Google site builder website, this is preferable if you cannot afford a website designer when starting. With this kind of website, you can set up the website yourself and design it as you wish.
3. Start at least two social media pages
A second step towards an effective inbound marketing strategy in Kenya is social media. After you attract your target customers or leads (potential customers), you should engage with them; to get feedback, keep in touch with them, among many other things. Most people these days are on social media networks such as Facebook, Twitter, Pinterest, Google +, LinkedIn, to name a few. It’s best to start with the two most popular networks, Facebook and Twitter; this will be simpler for you as you decide if you want to add pages on other networks. It’s also simpler to start with two networks that you can observe, keep track of and analyze your progress as you’re starting. When you can manage it, you can extend your brand to other networks as well.
I started with Facebook and Twitter for my business as well since I can use Facebook insights and Hootsuite for Twitter analytics to keep track of my progress and reach.
4. Start a business blog
It is imperative for a successful inbound marketing strategy to start a business blog. A blog allows you to create content that will attract the right kind of leads for your business. By creating content on a weekly (or even daily) basis, you stay relevant on search engines and have a higher chance of getting more customers – which leads to higher sales for your small business. You can use blogging platforms such as WordPress or Google Blogger to get started on your blog. However, if possible; if you can get a blogging platform on your website when it’s being designed, it’s a better option. It means that you will be getting direct traffic to your website because of your blog.
I hope the above steps are helpful on your journey to effective inbound marketing for your small business in Kenya. If you have any questions or comments, feel free to state them below.
Remember to work hard and work smart ^_^