Do you have a digital marketing strategy for your online business in Kenya? Without it, all your online marketing efforts will constantly fail.

I see a lot of Kenyan business owners expect overnight success when it comes to their digital marketing efforts. However, what most online entrepreneurs in Kenya do not know is that behind every successful brand online is a robust digital marketing strategy.

Not only do you have to come up with a strong digital marketing strategy for your online business in Kenya, but you also have to commit to this strategy in order to succeed. Sadly, this typically requires intention, as well as consistent focus- which, are all things that many small business owners in Kenya struggle with.

What happens when you try to sell online without a digital marketing strategy?

When you approach the online selling world without a digital marketing strategy in place, you will always find yourself posting random pieces of content. And guess what? Random pieces of content produce random results. You don’t want that.

Having a strong digital marketing strategy in place ensures that you succeed not just this week or this month, but forever. If you’re creating a digital marketing strategy for your Kenyan business for the first time, the process can feel a little daunting.

But that’s what this blog post is for. I want to make the process as easy to understand as possible. So let’s dive in, shall we?


Here is a step by step breakdown of how to create a digital marketing strategy for your online business in Kenya.


Step 1: Define the customer you are trying to target.

Who do you want to market to? You need to identify who that person is. If you don’t understand your target customer, you can never create an effective digital marketing strategy to attract that customer.

Your digital marketing strategy will never work if you do not define your target customer. We’re not going to dive into the entire process here. I have an entire blog post that will teach you how to define your target customer here. So please go through it and follow the steps.

By defining the customer that you are trying to target, it will ensure that you are creating the right pieces of content to attract your ideal customers. Defining your target customer will also ensure that any money you dedicate to Facebook/Instagram/Google ads is spent as efficiently as possible so that you can stop wasting money on ads that do not convert.

So read this blog post and learn how to define your target customer in 2021. Find the article here.

Step 2: Establish your goals.


What do you want your digital marketing strategy to achieve?

Do you want to sell more? Grow your sales?

Do you want to generate brand awareness and build your brand?

Perhaps you’re looking to serve your ideal customers or add value with educational content?

Maybe you already have a thriving brick and mortar business and all you want to do is extend your already successful physical brand online.

Whatever it is that you want to achieve, you must establish this as your goal. Setting your goals correctly is what will ensure that your digital marketing strategy is not only easy to monitor but also update.

Please know that you must be very specific when setting up your digital marketing goals.

Not a specific goal: For example, getting more followers on Instagram is not a specific goal.

Specific goal: However, attracting 100 customers each month through Instagram ads and content marketing for the next 6 months is a specific enough goal that will allow you to outline the exact steps that you will need to take to get there.

Not a specific goal: I want to increase traffic to my website.

Specific goal: I want to reach 10,000 visits every month on my website within the next 3 months. To achieve this, I will need to do A, B, C, and D.

Step 3: Assess your existing digital marketing presence.


Have you been posting already? If so, you need to check what’s been working and what’s hasn’t been doing it for your Kenyan brand. Assessing your existing digital presence will allow you to understand what you’ve already accomplished so that you can decide what to focus on so that you can achieve the goals you’ve set above.

Step 4: Decide which channels you want to market on.

Which of these channels will drive the most traffic to your business?

  • -A website.
  • -Social media.
  • -Content marketing.
  • -SEO.
  • -Paid advertising.
  • -Email marketing.
  • -Word-of-mouth.

You need to decide which of these marketing channels will work best for your business. If you are really serious about succeeding with your digital marketing efforts, it’s important to have a combination of all these 5 channels discussed above. That’s especially true if you already have competitors who have been marketing online for longer.

Step 5: Build your sales funnel.

How will a complete stranger find your business? How will you attract the target customer you’ve defined in step 1? How will a total stranger learn about or find your business? In order to figure this out, you will need to map out your customer journey and then create a sales funnel.

What is a sales funnel, you ask?


 A sales funnel is a process that allows you to attract people and turn them into paying customers. I have explained in detail how a sales funnel works and how you can use it to convert your social media followers into customers here. So go through it for clarity.

This is what a typical digital marketing funnel looks like:

Source: Smart Insights

A good sales funnel will let you:

Raise awareness for your business.

Want to make potential customers aware of your existence? You need to determine how customers will become aware of your business. Will you use social media? SEO? Or paid advertisements? This is the first stage in your sales funnel.

Generate interest and buzz for your product/service.

How will you make your target customers interested in what you’re selling? What is it that will set you apart from other competitors in the market? You need to define this in your funnel.

Engage interested buyers.

So you’ve successfully attracted your target customer but they’re not quite ready to buy. How will you engage them and convince them you are the right fit for your products or services? You will need high-quality content to do this.

Convert them to paying customers.

How will you incentivize people that know about your business to buy from you? Once they purchase from you, how are you going to ensure that they become repeat customers and recommend your business to their friends and colleagues?

Step 6: Come up with a content plan.


After you map out your sales funnel and customer journey, you will then need to come up with a content marketing plan.

Ask yourself; what sort of content will help you attract your ideal customer? Different businesses will require different pieces of content to thrive.

For instance, if you are a makeup artist, you may need to create more video content than a social media manager.  Perhaps your target customers respond better to short-form videos such as reels or TikToks. Maybe your audience prefers memes and funny content on social media. The type of content to create for your business will depend on the goals that you set in step 2.

Every piece of content that you create for your Kenyan online business should have a goal. Your content should speak directly to the type of customers that you are trying to reach and it should thus address your target customers’ desires, pains, as well as their frustrations.

What type of content will help you address your customers’ desires, pains, and frustrations? Content that works really well include:

  1. -How-to videos and blog posts.
  2. -Case studies: case studies help you tell the story of customers/clients that have succeeded as a result of your products/services. If you sell products, case studies are the best pieces to create.
  3. -Listicles: example of a listicle is: 10 things that will end your craving for fatty foods once and for all.
  4. -Resources such as cheat lists.

These examples above are all examples of great pieces of content that will help you address the needs of your target customers.

Step 7: Create a content calendar.

Once you figure out which type of content will help you attain your goals best, you can then create a content calendar. Creating a content calendar is what will ensure that your posts are intentional and that you attain all the goals you set at the beginning of this process.

A content calendar is also important as it will ensure that you remain consistent so that you can succeed.

Step 8: Analyze your results.


Once you have your strategy in place, all you have to do is put it into action. But that’s not enough. At the end of every month, you will have to analyze your strategy to check if it’s working or not.

Are your target customers interacting and responding to your content?

Have you noticed which pieces of content are getting the most shares?

Are there days you’re losing engagement with your followers or customers?

What’s working well for your online business in Kenya and what’s not?

How are your goals coming along?

By constantly checking your analytics and insights, you will be able to effectively track your progress through each of the various stages of your sales funnel.


So there you have it!

If you follow all these steps, you will have created a good digital marketing strategy for your online business in Kenya.

Will marketing your small Kenyan business be easy? I’m not going to lie to you- there is a lot of work and consistency involves. However, if you commit to the process of learning and bettering your strategy, then you will be set for long-term growth.

Serious about beating your competition? Let’s talk about your digital marketing strategy. Are customers looking for you online?

Leave a Comment

Your email address will not be published. Required fields are marked *

Tap me if you have any questions!