5 Tips on how to build a solid digital presence for your business in Kenya.
Let’s face it, COVID-19 has only been a catalyst to the inevitable digital transformation.
Hey, if you missed the news, we are in The Information Age. Also known as the Computer Age…the Digital Age…the New Media Age. The future is here. We now live in a generation driven by digital innovation and the rapid exchange of information.
As a matter of fact, the growth and increased acquisition of smartphones and tablets have led to massive growth in mobile computing. We no longer need big desktops and long research hours to find the right information, whether it’s about an organization, a business supplier, a consultant, or a government institution. The growth of m-commerce has led to increased demand for a solid digital presence for businesses in Kenya.
Our smartphones can do almost everything. Yes;
- you can draw a picture on your phone and print it.
- You can extract, copy and paste text characters of an image.
- You can have a digital personal trainer as an app.
- You can monitor your kid’s academic performance on your phone.
Digital Technology and State Capacity in Kenya
ICT has affected the economics of Kenya in different ways. Kenya’s e-commerce thrives in fast and unlimited internet speed, with internet on 87.2%, as of 31st December 2019, of its population of 54 million, E-commerce can only grow.
The majority of internet usage occurs on mobile phones and tablets, giving you more reasons to have a solid digital presence. Millennials and the subsequent generation rely on mobile phones as their primary source of information for businesses powering m-commerce.
What is m-commerce?
Kenya records the highest internet penetration in Africa at affordable rates. Just recently, 5G network was introduced in Kenya.
How will 5G affect mobile computing in Kenya? #AskMadavi.
As opposed to traditional methods of information outsourcing, a business with a digital presence is
- easier to access,
- faster to learn more about &
- convenient to interact with.
So, how do you build a solid online presence for your business in Kenya?
1. Build a professional website, Hire an expert.
A website is a collection of web pages and related content accessible through a shared domain name and hosted on one or more web servers. These digital platforms serve specific functions or themes, such as news, education, law, healthcare, e-commerce or social networking, enabling users to access information, interact with content, and engage with others online.
Because a website is essentially your business’s online home or virtual office, having one will help you build a solid online presence. It is the platform where you can communicate everything about your business.
All your other online platforms should be lead people back to your website, where they can learn more about your business and make purchases.
Custom design your website with design-driven solutions. Unlike a physical office, a website promotes your business 24/7 and gives your audience access to the information they need remotely.
What are the goals of a business website?
- For business communication
- To sell products and services
- Brand identity and enhancement
- To educate about your business
Different websites serve different purposes. While e-learning could be a crucial part of an academic website, online appointment software might be what matters for a health and wellness business website.
The role of the website in your business shapes the design.
Advantages of building a professional website to build a solid digital presence for your business in Kenya
- 24/7 available and easy to access
- Fast Information exchange automated with chatbots
- The credibility of the business.
- Cuts on Marketing costs
- Global market expansion and audience outreach
- Consumers’ insights and analytics
- Digital branding and advertising
- Available online customer services
2. Understanding Search Engine Optimization
Did you know that the most accessible website to find is Google?
Why?
Search engine optimization is making your website information easy to find by search crawlers such as Google, Microsoft Edge, Opera Mini, Safari, etc.
SEO is important for building a solid digital presence for your business because it improves your visibility and accessibility on search engines, not just Google but also on other sites like Bing and Yahoo. When potential customers search for products or services related to your business, having a solid SEO strategy guarantees that your website appears higher in search engine results pages (SERPs), improving the likelihood of clicks and visits to your site.
Digital business entrepreneurs dream of being at the top of the search results page when queries related to their business or directed to their products are made. In most cases, the most relevant search results will be displayed, and your goal as a marketer is to ensure you get noticed.
By optimizing your website’s content, structure, and meta tags, you make it easier for search engines to understand and index your pages accurately. This is a great tip for building a solid online digital presence for your business, as it improves your website’s chances of ranking well for relevant keywords and phrases, driving organic traffic to your site.
Furthermore, SEO helps establish credibility and trustworthiness for your business. Users often perceive websites that rank higher in search results as more authoritative and reliable. As a result, a solid SEO presence increases your visibility and enhances your brand’s reputation and credibility in the eyes of potential customers.
3. Digital advertising
Another tip on how to build a solid digital presence for your business is digital advertising, which is basically marketing through online channels such as websites, social media and more.
Building a website without advertising is like opening a shop without telling people about it. Digital advertising not only helps potential clients notice the neat custom design that gives your business a professional look but also builds trust and a credible online reputation.
Many business websites in Kenya use digital advertising to :
- drive traffic to websites,
- generate leads,
- build brand awareness,
- establish thought leadership,
- build virtual communities for the exchange of information
In the early days, when prints, TVs, and radios were our primary sources of commercial information, the target audience was somehow unknown, and marketers had to deal with negative feedback from ads shown to the undesired audience.
Your brand may not be that bad after all, all you need is to customize and personalize business messages for a specific target group.
It even gets better; AI technology in digital marketing allows custom automated ads to user feeds.
What digital advertising formats can you adopt to build a solid digital presence for your business?
- Search Engine Marketing (SEM), Pay Per Click (PPC)
- Display advertising
- Social media advertising
- Native advertising
- Remarketing and retargeting
- Video advertising with closed captions
FAQs by Madavi
When users make queries related to your business, Google allows you to bid for top spots on its search results pages. The Facebook business manager shows ads on Instagram, Facebook, and soon, Whatsapp.
4. Social media for Business
This is an additional tip on how to build a solid digital presence for your business because it allows you to create and share content with people online and engage with them. It is also great for networking.
On 31st December 2020, Kenya recorded 7M Facebook users. Facebook owns WhatsApp and Instagram, too, just so you know. This great number should be a motivating factor if you want to build a solid digital presence for your business.
The growth of Facebook communities with members that share interests makes marketing endeavors précise.
Fun facts:
- Instagram’s IGTV is competing with YouTube videos for their coins, why? The Instagram user interface is optimized for Mobile and Tablet view. Also, Instagram Reels is set to compete with Tiktoks and Snapchat’s short videos.
- Undeniably, Facebook has become a reliable source of information for businesses in Kenya.
- Facebook owns both Instagram and WhatsApp, and their end goal hints at driving communication to benefit the business world, i.e., Facebook for Business, Instagram for Business, and WhatsApp for Business.
- Social media is the first step when looking for a virtual community for your brand. You want people who will constantly like, share, and even ask questions about your business to establish a solid digital presence. 75% of your impressions (people who see your posts) are watching.
Choosing the right social media platform for your business
Anyone can sign up for a social media account, but for a solid digital presence, you need pick strategically. Sometimes, users have multiple accounts for different reasons. Consumers’ social media engagement varies with age, interest, location, etc
As a business targeting social media users, there are 3 things you must understand when building a solid digital presence for your business on social media. This is not just a tip on how to build a solid digital presence for your business but for anyone looking to create successful online content.
- Who is your audience?
- How can you reach them?
- What are your goals?
What are the popular Social media channels for your business?
- Facebook for Business
- Instagram for Business
- WhatsApp for Business
- Twitter for Business
- LinkedIn for business
- YouTube Studio
- Pinterest for Business
5. List your business online
The last but not the tiniest tip on how to build a solid digital presence for your business is to list it online. Setting up a business and hoping clients and customers will find you is not enough if you want a solid digital presence.
Online business directories are here for consumers. With so many businesses online, consumers are challenged to find a legible business within a specific niche, in a particular place, and within a certain industry with which to transact.
Start-up entrepreneurs may fall prey to ghost business accounts. A typical case scenario is an online business that never delivered.
Customer protection is critical.
The consumers are willing to hold a third party accountable, in case of anything. e.g. Google My Business, Clutch Reviews, and Yellow Pages.
A virtual community ( a group of people who came together to support or be against your brand online) forum can give personal reviews on their customer engagement.
Mostly, online users are increasingly précise with what they want.
E.g.:
Cheap burger place in Westlands
Or
Home delivery services for groceries in Karen
Listing your business online with all the information your audience needs when looking for you helps your clients reach you faster and tap into the local and global market. This is how you build a solid online presence.
Business listing is business directories. Only that, it’s purely online. In simpler words, the Internet is like a collection of digital books. Physical books are stored in libraries, whereas digital books (your business) are found in online website directories.
Google is like a library.
You could write your book (website) and place it there for people to access it easily.
Others include Clutch, AppFutura, Facebook Shops, Jumia Shop, and Amazon.
All have one thing in common: a common platform where consumers give feedback and matters.
Local listings tap into local business markets and leverage reviews. To build a solid digital presence for your business, you must remember that online directories act like librarians; they guide us on where and how to find your business.
The best online business listings in Kenya are
- Google My Business
- TripAdvisor
- Business list
- Pigiame
- Yellow pages.
What other website listings give honest reviews about B2B Businesses in Kenya? Help build a safe digital environment for you and the future generation.
Why should you list your business on Google My Business besides to build a solid digital presence?
Google My Business.
Set up your Google My Business profile for more visibility to your potential clients. #AskMadavi on how to do this
Read on: what tools to use to create a digital media strategy
