In this article, we’re going to unpack 12 killer marketing strategies for eCommerce in Kenya.
This is one that you can’t miss if you have an eCommerce store.
So make sure to bookmark this site to learn tips, tricks, and strategies to grow your business and fuel your brand.
The truth is eCommerce marketing can be super complicated.
There are just so many different things that you can do.
And so in this article, I’m going to break down 12 tips that I recommend you really focus on first.
If you dial these in, you’re going to be successful online.
So let’s jump right in.
eCommerce in Kenya: Use a good shopping cart
There are three shopping carts that the pros work with all the time because they are awesome.
Check these out;
If you are not already on these carts, you are missing out.
Here is why.
These three carts are really good from a perspective of SEO, design, and also paid search.
This means that running paid ads, even on social media is easier if you are using any of these three.
It has everything you need to scale your business and comes with a support team to back you up when you need help.
So check out one of those carts if you don’t already have them.
eCommerce in Kenya: Focus on optimizing your product pages
Spend a tremendous amount of time optimizing your product pages with regards to SEO and design.
What I mean by that is ‘SEO’ would be a good product title, right?
But there is a problem.
I only and a handful of other people understand what that means, which means that is a terrible product name.
When it comes to naming your products on your online shop in Kenya, do not just call it something that only you would know.
Call it something within the title that people are actually searching online.
To get what people are searching online, you have to do some keyword research.
This will help you figure out what people are searching for when looking for your products.
And make that part of your product title.
Assuming you are dealing with men’s shoes, you can go online and see the words (keywords) men use to search for the products.
If you stock Jordan shoes, for example, make sure the product title contains words like ‘Jordan shoes for men.’
This way, you can tab into those searching for ‘Jordan shoes’ and ‘shoes for men.’
Also, include that in the description of the product.
This is something else;
Write a good description.
Remember, this is your 24/7 salesperson.
Your product page never calls in sick.
It works through the weekends and the holidays.
Every time somebody visits your product page, they want your perfect sales pitch.
As such, put some time into that.
One more thing;
Product photography is insanely important.
Make sure that photography is really, really clean, smooth, and a nice design, and professional.
If you can do a product video, this is massively valuable.
Once in a while, invest in doing some product videos to explain your products in more detail.
Final tips here;
Make sure you have trust badges on the page.
It should say things like;
We have fast shipping, free shipping, all of that if you have that.
Additionally, get reviews of your products.
You want to have reviews on your product pages.
Studies show if you have reviews on your product pages, it can increase your conversion rate significantly, up to 400%.
eCommerce in Kenya: Have schema markup on your product pages
This is a little more advanced with regards to SEO.
What this means is when somebody searches on Google, they see product information right there on the Google search page.
Before they even go to your website they are going to see what Google calls ‘product rich cards.’
These cards show your product image and additional information right there on the search page.
Why should you do that?
Well, with such information, you have an advantage over your competitors.
Additionally, it gives you a boost in terms of visibility organically as people go about searching for terms related to what you are selling.
Here Is a quick tip;
Go and Google search “schema markup testing tool,”
Click on the second result and it will take you to a testing tool.
Or use this link.
Type your product page URL in there and this tool will tell you if you have proper schema markup on it or not.
If not, you will get some warnings plus tips on how to add the functionality.
Here is the thing;
If you are using any of the three shopping carts we mentioned earlier, you can add the schema easily.
eCommerce in Kenya: Optimize your product feed via Google Merchant Center
Google Merchant Center is what you will be using when running Google Shopping ads (more on that later).
What happens here is that you need to make sure to provide adequate product information on;
- Keywords, those sorts of things
This way, you easily show up when people are going through Google Shopping.
The last thing you want is not to show up because your product feed is not well-optimized.
eCommerce in Kenya: Leverage Google Shopping ads
It is saddening to know that fewer online stores in Kenya leverage Google Shopping ads, yet they are really popular.
Truth is, Kenyans go to Google.
And search for things like leather boots and then click on the shopping section, and what they see is all ads.
If you wish to appear there, you need to run Shopping ads.
Here is a secret;
Monitor your shopping ads and optimize them based on the results they are bringing in.
What this means is that you need to turn off the ads that aren’t working and increase the budget for those bringing in money.
How will you know that?
Well, you need to set up eCommerce tracking systems.
This enables you to track and know the revenue each product is generating as well as the ROI.
Use that data to make a decision.
As you keep doing this, you will see a significant increase in ROI over time.
eCommerce in Kenya: Run dynamic retargeting campaigns
This should be tied off your website visitors and Google Shopping Ads.
I bet you have seen this;
Where you visit an online store and check some products.
And after leaving, you start seeing the same products following you everywhere you go on the web.
Creepy, I know, but works really well.
Here is why;
You told them you are interested in the products since you browsed them.
And by retargeting, the ads will be more relevant, thus more chances of you actually clicking and buying.
You can use the same concept for your eCommerce website in Kenya.
Thing is, the Google Display Network is really huge, with thousands of websites under it.
So do this;
- Create dynamic ads targeting those who visit your online store
- They will start seeing banner ads showing the specific products they browsed on your website
- This makes it more relevant, which increases the chances of converting.
Additionally, dynamic ads ensure that you are right there when the buyer is finally ready to pull their wallet and buy.
You can run retargeting ads both on Facebook and Instagram.
This way, your store visitors will start seeing your ads on FB and IG feed.
This marketing strategy ensures that you bring back more business to your online store.
eCommerce in Kenya: Use Facebook and Instagram ads
There is no doubt about it, Facebook and Instagram boast over 10 million users per month.
With such numbers, I don’t understand what you are doing to make money if you are not leveraging these social platforms to advertise.
Thing is, Kenyans are using the app almost 4 hours per day.
Facebook has one of the killer targeting capabilities for ads purposes.
This means that you can put your product in front of a person who is more likely to be interested in whatever you are offering
If you own a store offering gym equipment in Kenya, you can target the right age bracket and those interested in working out.
And since they are already into workouts, they should be interested in what you have to say.
Plus this will cost you as low as KES 500 per week and get impressive results.
eCommerce in Kenya: Invest in your organic social media reach
Besides using ads, you need to put some effort into growing your social media audience.
There are two ways you can do this;
One, do it by yourself or, secondly, hire someone (company) to help manage your accounts.
I used to do manage social media accounts for clients, but I no longer do that now.
It doesn’t matter how you do it, you need to make sure you have a social media presence.
What this means is that you need to be posting content and engaging with your audience.
Engaging means replying to their comments, messages, and tagging them on posts.
By doing this, you can build an engaged following for your brand organically.
You may move from 1K followers to 10K or even 100K.
This means you can drive traffic back to your stores generate sales without paying any shilling.
eCommerce in Kenya: Automate your email marketing efforts
Again, email email marketing is insanely important in growing your store’s revenue.
This is how most eCommerce stores in Kenya miss out;
You spend a ton of shillings to get someone to visit your store.
They will either buy or leave empty-handed.
But the fact remains, you have paid to get them there.
What you need to do is implement email marketing strategies.
They empower you to capture contacts of those who show interest in your store.
Later on, you can re-market to them.
Additionally, email marketing allows you to increase the number of repeat purchases.
If you can make your current customers make one more purchase than they’d normally do, imagine what that can do to your revenue.
Sounds interesting, right?
Well, email marketing can make that happen.
You can create automatic emails to be sent whenever you have upcoming holiday offers.
These emails are sent out automatically at the day and time you specified to your existing customers.
Just imagine all the fun and money you can have with such a setup.
You can also send them emails to invite them to review your products (remember what we talked about how reviews can do to your conversion rates).
eCommerce in Kenya: Invest in SMS marketing
The Kenya Government’s Communications Authority defines mobile users by SIM penetration, and as of June 2020, reported a 119.9% mobile penetration.
Do you know what that means?
Almost everyone and their grandma in Kenya got a mobile phone.
And for you as an online store owner, it means one thing;
You can use SMS marketing to make more sales.
As much as we praise email marketing, truth is, only 20% of people will open your emails, sometimes less.
But with SMS, the open rate is through the roof.
It is almost 100% opens and within 5 minutes receiving the message.
This can be really powerful, especially during the end month or when the sales are slow, or when you want to clear inventory, stuff like that.
Here is what to do;
Build a VIP SMS marketing campaign.
Here, have people opt into your list by sending one word to a special SMS.
Send word VIP deals to 79998 to get a 37% coupon code Instantly.
Put that banner on your website.
And people will send a text to get the discount code.
But what happens is they also opt into that VIP campaign.
This means that you can send them messages next time there is a VIP deal.
eCommerce in Kenya: Create a customer care package
I love when the business makes me feel special, and I bet other people do too.
Funny enough, I come back more if you made me feel valued.
To get more loyal customers, you need to create a customer care package.
And then send that with all of your product purchases to the clients.
A lot of online stores send you a bag with their logo slapped on it.
I am not saying that is wrong.
Rather, you can do better than that.
Send them a nice gift and include a handwritten note, with words like, thank you for shopping with us.
Additionally, you can include a coupon for future purchases or include a referral card for their friends.
Imagine the experience that customers will have if you do that.
Here is a hot tip;
If you are selling on marketplaces like Jumia, when you send the customer care package, remind the customer to come back to your branded website next time.
This way, you get to make more money and boost your brand.
What do you think of these online store marketing strategies?
Let me know what you think in the comments below.
Marketing is my profession, been working as a digital marketer for over 5 years now. Back then, things were different from what you see today. That is the reason why I started this blog, to share my experiences and how I handle marketing challenges I encounter. I hope you find them useful. When not watching cartoons, (yes, I know what that means), you will find me creating content for my blogs.