Digital marketing in Kenya has evolved. When I first started out, there was not enough information out there on digital marketing. It was still new in Kenya and all I used to do is kind of pick an online marketing channel and cross my fingers. But now, thanks to data I have gathered throughout the years of marketing online, I will show you the main ways you can market your Kenyan business online.

You all know what hit us in the end of 2019 that brought the world almost to a stand still in 2020. African businesses crumbled as most are brick and mortar business which relied on traditional methods of marketing. I consider natural disaster as a gift from mother nature to change the way of doing things. More people are trusting online shopping which is a boost to online business in Kenya. And this is how to do digital marketing in Kenya 2021 and beyond.

Basically, if you are brand new to digital marketing, you are wondering where to begin. First, there are two ways of doing this. The first way will require money, the second way will require effort and time.  If you have a budget for marketing then you will pursue paid Ads from Facebook and Google. These are the two major players in the paid ads business. We will get to this later on.

The second way of doing online marketing in Kenya is for those without a budget and would like to do it all by themselves. I followed this method, and I am proud to say that  does not use paid Ads for our business. We generate targeted traffic via content marketing. I do prefer this due to the nature of Kenyan businesses, which do not have a lot of budget for marketing. This will take a few months of hard work but the benefits are overwhelming.

Localize Your Business

Google map snap shot showing the position of a Kenyan business on maps

The first step of going online is to get people to know that you are a local business and where you are situated. For this you will need Five things;

  • Name (Full Business Name. Include your main service keyword to make it clear. Eg ‘Getsales Digital Marketing Agency’)
  • Address (This is your physical local, pickup point, or any place you want associated with your business. Nairobians will be a little more trusting is they know you have a physical Location)
  • Phone Number (This is where your customers will be reaching you. Avoid changing this as this will confuse search engines and your customers.
  • Website (This where people interact with your business online. Very critical in branding, marketing and engaging with your customers.)
  • Google My Business listing. (This is a free business listing from Google which will make you appear on maps and search results. Very important for brick-and-mortar business like restaurants, offices etc.)
  • Social Media Pages. (Yes, you need One or two channels through which you will distribute your content and engage with your users.)

For the name, address and phone number above, use the same information every time you need to make a Business listing. See Here which business listings in Kenya are important. Do not change even a comma, as consistency is key.

Now let’s get into how all these will work together to make your online business successful.

Search Marketing in Kenya

Search Marketing in Kenya has to do with getting traffic to your business and website via search engines. The main search engines big in Kenya is Google, Bing and Yahoo.

I prefer this method especially if you are a B2B or B2C company. If you are a solutions company, then your customers are people with a problem and they are searching for your solution.

Human mind works in such a way that we tend to try to solve our problems on our on, before we can find an expert in that area to fix it.

This explains why online marketing in 2021 and beyond relies on creating content that solves people’s problems.

jimmy ombom

If you are not creating content then you are missing out BIG. To understand this better, lets dive into a simple result page from Google. Check out this video where I show you how to know what type of content would be good for your audience.

Search Engine Optimization (SEO)

Search engine optimization is the route toward upgrading rankings of a webpage or site page in the unpaid “organic” inquiry records.

showing Google search results

SEOs make site pages rank higher on search engine’s result pages (also called SERPs) to build permeability, online dominion and Traffic. This is one important area that is highly underrated by Kenyan companies.

The higher a page positions, the more striking and visible it is, and this way will get more significant engagement, online traffic, and lead conversion.

That is why you should strive to reach the number one position for keywords that are important to your company. See how to achieve this.

Pay Per Click ( PPC) / Paid Ads

As a compelling kind of online marketing, Pay per clicks or Paid Ads is one of the speediest sorts of online marketing channels in Kenya to send targeted traffic to your pages and related administrations.

Regardless, when done carelessly, it can cost a firm an immense number of dollars with no profits.

It’s one of my most adored lead generation tactic in light of the way that once your promotion campaign is improved, you’re heading to a great ROI. Top ways to utilize PPC is through Facebook Ads, Google Ads, and Bing Ads. See how you can leverage this.

AI will transform the digital marketing landscape

We can’t refer to 2021 PPC without addressing the behemoth topic that is AI.

It’s no secret that an increasing number of Digital Marketing agencies have invested in AI and machine learning tools in recent years – think smart campaigns and automated bidding strategies.

An enormous part of PPC’s success lies in its use of automation tools to aid invaluable decision-making frameworks. Machine learning software manages all aspects of a campaign through statistical learning methods and bid management, resulting in an impressive 22% increase in conversions as of 2021.

In 2021, machine learning and automation will continue to pick up rapid speed.

With AI producing analytics and performing complex tasks faster and better than humans, Google can offer advertisers highly targeted audiences, delivering ads to those in search of specific solutions in real-time.

By the year 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see.

Of course, this inevitable rise of AI and the loss of control that comes with it can be daunting to those who question Google’s intent.

However, the days of PPC account managers and keywords are not over – they are simply changing.

Email Marketing in Kenya

Considered as the best amongst the most essential kinds of online marketing channels, email marketing can be comprehended as the scaffold between the most noteworthy purpose of your business channel (Awareness– SEO, Social Media, and Internet Networking) and related deals.

Surely, email isn’t as hot as it’s more young and hipper accomplice – Social Media, yet it’s a champion among the quickest and private sorts of correspondence.

This way, it is yet a winner among the best kinds of marketing directs as far as streamlining deals by guaranteeing commitment. See how best to do Email marketing.

Video Marketing

Is it accurate to say that you are mindful of the fact that YouTube is the second highest internet searcher on the planet and the third most visited site?

While it may create the impression that a regular Ads promotions might be the most natural course for a business to partake in video featuring, this is fundamentally not the circumstance.

Video can be incredibly social, and splendid video publicists are darkening the lines of what’s sufficient for branded content.

Visual recordings standout amongst the most intuitive sorts of online marketing. See how to do Video marketing the right way.


I would vote this as the most important online marketing strategy that you could use today. You will need almost 0 investments to start. Yet the fruits are overwhelming.

Why should you blog? Blogging helps you build your brand online. By having mentions of your business in several parts of the web, your will start getting noticed.

Most importantly, if your are looking to build a personal brand, then it provides you with the opportunity to showcase yourself as an expert in your field. By solving the problems of people in forums such as Kenya Talk, you will have an opportunity of growing your brand.

Content Marketing

Content marketing is one of the most ground-breaking kinds of an online marketing channel in Kenya that keeps flying around, yet not a lot of people (tallying promoters) genuinely understand what truly matters to it.

Content marketing is creating content about your services and products to : get shared, get discussed, generate leads and make sales.

See how to design a content marketing strategy.

Social Media Marketing in Kenya

Among various sorts of online marketing, Social Media is most youthful and as engaging as inventive and excellent. Numerous firms have gotten a handle on the usage of social stages to propel their brand image.

Most of time, social Media is used for brand awareness, customer engagement and lead generation. Most of the leads from social media are look warm and would need more work done to change into a sale.

There are so many social media channels already doing well in the country. This includes, Facebook, Google+, Twitter, YouTube, LinkedIn, Pinterest, and so on. Do not forget to include popular Forums that people gather and hold long discussions on niche topics.

I suggest that you should first consider the type of people and content types you are targeting before choosing the platforms to focus on. Start with maximum of two and build your brand.

How to do Online Marketing For FREE

I know that sometimes when starting a startup you could be crunch of a large budget to do intensive marketing.

There are some free ways to do your marketing, however, you will give your time and energy in return.

I grew my company from scratch with just a little budget through a powerful content marketing strategy. You can get a lot of FREE traffic from Google, Bing and other top search engines.

What is content marketing?

Content marketing is a potent technique however one that requires a great deal of time, exertion and devotion.

Content marketing is a system that depends on making significant content to draw in a target.

That is, rather than moving toward your potential customers in an immediate or even forceful way, you allure them by offering free content of intrigue that can be extremely valuable for them.

Along these lines, you procure their trust and unwaveringness, and it is less demanding for them to consider when they require administrations like the ones you offer.

By producing useful content, you position yourselves as an expert in your area, expanding your believability, and perusers’ trust.

On the off chance that you can “snare” with useful content to your objective, you won’t just draw in more customers.

However, you will motivate them to continue returning to you.

I have been using this tactic for many years and it has been working out fine. The data from Marketing charts also says the same.

Content marketing is an asset utilized by organizations to get the consideration of an all-around characterized target group of onlookers.

Your outcomes begin to show up in the long haul, so you require consistency.

Drawing in and holding those potential clients through contents that give arrangements will prompt the organization getting more prominent perceivability.

It is a procedure that must be produced in the long haul and in which, much time and exertion must be contributed.

How do you start content marketing?

Before opening a blog or beginning to make content, you should design a methodology in which you will consider which area the business has a place with, which is your objective, which is the target, and so forth.

When you have everything in order, you should start to make the contents that best suit your business.

At that point, you have to know the four kinds of content that are generally exceptionally effective, and that can more likely than not be adjusted to your marketing technique:

Post in a Blog

A blog is the highlight of any content marketing system, and on the off chance that you make excellent utilisation of it, it can be an incredible help to position a website page on Google.

For your blog to succeed and satisfy your intended interest group, notwithstanding Google, you should accomplish the harmony amongst light and simple to peruse content and other more intricate and broad.

On the off chance that you will complete a long post, of over 1000 words, make sure to partition them into parts to encourage perusing and cognisance.

The content must be unique and offer some benefit, and you need to distribute frequently.

Likewise, you ought not to change over your blog into a webpage in which to dispatch news for money.

If you expound on content on your area and matters of intrigue, you will position yourself as a specialist.

You can meet with web designers at GETSALES to enable you to configure stunning applications that draw in your objective to your blog.

Create helpful Infographics

This is the best method to catch information and figures, give valuable studies, or visually offer new data.

We live in a period of data overload, and info-graphics provide data in an appealing and simple to process way.

Utilizing a more visual dialect enhances understanding and the capacity to remember data.

This kind of content regularly turns into a web sensation especially on social media, which will assist your business with becoming known.

It will expand visits to your site or blog which will enhance your SEO and furthermore if you apply your corporate tactics, they will serve to improve the image of your brand.

To make useful infographics, you should make them knowledgeable and outwardly appealing, and they should dependably be unique, and once made, you can bolster them in social places like Pinterest.

Try not to duplicate infographics and if you depend on another post or another infographic be sure to quote the source.

Make Helpful Videos

More than 100 million clients watch visual recordings online consistently, and consistently they transfer over 100 long periods of video to YouTube.

The figures bolster what has been watched for quite a while: the picture has been made with control in the system.

Hence, organisations should exploit this draw and get on the fleeting trend of viral recordings.

These have turned into an ideal approach to get your brand to the buyer and offer your company products and services, elevate commitment and add to SEO.

If infographics are said to be anything but difficult to process, at that point video recordings will specifically give everything: the buyer needs to press the play button, and as everybody realises that the typical client is very lethargic, what is superior to putting it simple.

Notwithstanding being all the more engaging, visual recordings will probably be shared, particularly on the off chance that they have a passionate or funny segment.

On the off chance that you will incorporate visual recordings into your content marketing strategy, you ought to have a Youtube channel where you can post your visual recordings and share them.

The way that they are hosted on youtube or any other video hosting site does not keep you from adding them to your site. Your corporate recordings ought to engage, light and not surpass 3 minutes long.

Publish Educative Ebooks and Webinars

You’ve been working in your career for a considerable length of time, and you know it exceptionally well. For what reason not to share that information as a digital book or online webinar?

Without a doubt, this kind of content requires more commitment and time, yet the exertion is justified, despite all the trouble since they are one of the favoured content for general clients.

Other than being an incredible help to position yourself as a specialist reference in your area, ebooks can be your primary wellspring of leads if as opposed to being paid, you offer them for nothing in return for getting them to filling out a simple form.

This information can be utilised later in email marketing efforts, an exceptionally viable approach to pull in clients.

To make an alluring and helpful digital book, begin by drafting its structure and abandoning it characterized in a list, in the wake of building up the content, it is vital that it is finished with a decent plan, that is consistent with your corporate personality on the grounds that in the event that you do it, you will enhance your brand.

Your content marketing procedure will go far to decide your prosperity or disappointment on the internet.

It is always essential to meet with experts to help you at whatever point there is a need. You should meet with top experts in our marketplace to assist your company brand with applications that will bring you great results.


In recent years, the way of doing business has changed radically. 

Expressions such as digital marketing have become popular to the point that everyone knows them or thinks they know them. 

Small and medium-sized companies in Kenya, in most cases, are already beginning to understand that the best way to compete with the big brands is to develop an excellent online marketing strategy. 

However, being such a new discipline, not everyone dominates it yet. And they do not finish getting the performance they expected from their investment in a digital marketing strategy.

Whether small or large-scale, more and more people in Kenya prefer to shop online instead of visiting different stores. 

These changes in the marketing process have also resulted in a different type of consumer. 

These are people who are much more informed and compare different products of different brands before opting for one of them in particular. 

This does not mean that the advice of friends or close people ceases to have such importance or value. 

It means that now, Kenyan consumers are also attentive to what is published on the Internet and trust what it puts on social networks before consuming a product.

Another inevitable change in this new way of buying and selling goes through the means of advertising the product and communicating with users interested in it. 

Necessarily, every sales strategy is forced to develop a digital media plan so that the company and the product have a presence on the Internet. 

This does not mean that the more traditional advertising (such as television and radio ads, brochures or posters) cease to have space in these times.

But they are no longer sufficient by themselves when it comes to attracting attention from the public about a brand or business. 

All those small and medium companies in Kenya that are not able to appear on Google are spending their advertising fees.

They are missing a significant opportunity to promote themselves.

Having a digital marketing strategy has become essential to defend and grow in a Kenyan market. 

No matter the size of a company and the economic capacity available to you, developing an excellent online marketing plan is enough for you to witness considerable growth in your number of sales.

Advantages of having a digital marketing strategy

Without a doubt, many benefits exist when it comes to having a proper development of a digital marketing strategy, here we summarize the main ones:

# 1 It is an opportunity for small and medium-sized businesses to be at the same level as the big brands

In this sense, it can be said that digital marketing democratizes the promotional possibilities that companies have. 

Before the outbreak of the Internet, genuinely effective advertising in Kenya was almost exclusively reserved for the most prestigious companies.

Especially which could afford to hire a team of publicists who developed different ideas or arguments for their ads, their posters, and other traditional forms of advertising. 

For a small or medium business in Kenya, it was unthinkable that their ads could appear on the big television channels and that millions of people were exposed to their messages. 

At most, they could aspire to some local radio advertising or other cheaper forms of advertising, such as brochures.

Now, digital marketing in Kenya allows any company, regardless of their capabilities, to achieve the same impact with their advertising campaigns as the big brands can get. 

All they need is a good strategy and an original idea. 

Influencing the online level also means exposing messages and products to millions of users who are interested in them or acquiring them.

# 2 Digital marketing in Kenya is much more profitable and economical than traditional marketing

As we were saying above, years ago, large-scale advertising was limited to the use of the most influential brands. 

Now, digital marketing strategy opens the door for more modest or independent businesses to develop an appropriate communication strategy.

So that users interested in your product can find them easily. 

This is because the cost of investment in online marketing in Kenya is much less than the cost of developing a traditional marketing plan. 

For starters, it is not necessary to print brochures or posters or pay to televisions or radios for a space in their broadcast. 

Within digital marketing, there are different techniques or strategies to position your brand properly in search engines. 

From content creation to SEO  and SEM positioning, any small and medium-sized company in Kenya can choose to develop a digital marketing strategy with the possibility of being productive and profitable.

# 3 The Long Tail Theory Against Mass Advertising

The Long Tail theory (or long-tail) is a very present idea in the imaginary of the world of digital marketing strategy. 

It talks about the Internet allowing numerous businesses to specialize and, in turn, be profitable. 

That is, a store in Kenya that sells a particular product that interests very few people does not have to be bound to fail. 

You need to develop an excellent online media strategy so that all those people who may be interested in that kind of product find the online store so that this business is profitable and successful. 

It is no longer important to develop a product and a message that may interest many but to develop a good product with a good message that makes it reach who is going to be interested in buying it.

If we think of a television ad, millions of people will be exposed to that ad for weeks. But the percentage of people who may be interested in acquiring it is much smaller.

The idea of ​​the Long Tail theory is to be able to develop a digital marketing strategy that allows ads to arrive and that the business and products are known only by the percentage of people who may be interested in acquiring it. 

If advertising of business in Kenya is reaching people who have never considered or will consider buying that product or service, it can be said that this advertising strategy is losing money to the company.

The Internet has broken the space gap, and one can buy products from any country in the world or region. 

This is something that small and medium-sized businesses are increasingly taking advantage of, and it is one of the ideas on which digital marketing in Kenya is founded.

# 4 The possibility of working with continuously updated data

One of the most important advantages of online marketing in Kenya is that the Internet has both free and paid mechanisms, that allow you to verify the profitability of the advertising campaigns that are being developed. 

If we think of a large firm that launches a traditional campaign, it will not immediately have information on who consumes its ads, at what times and what they think. 

Besides, if the campaign fails, it will take longer to know how to find the error and correct it. With digital marketing that doesn’t happen. 

The continuous flow of data offered by different platforms allows us to indicate who is receiving the message that is released and what results it provides. 

In turn, the interaction with the public that occurs in social networks will already offer clues about how the online marketing plan that has been used is working.

That is why the concept of current affairs, of renewal, of continuous revision, is so present in digital marketing, because it is a very characteristic advantage compared to traditional advertising and because it facilitates much more than a strategy or media plan, suitable.

# 5 The best way to maintain good communication between the brand and users

Inevitably, every digital marketing strategy also involves developing a good social media plan. 

That is, maintain feedback between the part oriented towards marketing and the use of social networks by the company. 

The advantage of this way of working is that it allows you to develop a brand image that is much more transparent and closer than that of a large company that only uses traditional marketing methods. 

Answering the questions, thanking the good comments and encouraging participation in social networks is also a necessary part of digital marketing, and the older one gets the company to look much closer by the public and much more human.

Here lies a matter of trust. 

Today the consumer is looking for brands that he can trust and knows that they will offer excellent products and that they will respond to their requests. 

Maintaining two-way communication and consistent with the digital marketing strategy is the best way to build trust. 

At older, it seeks to produce an engagement effect. 

That is, users are encouraged to participate in conversations and communicate with the company, which will produce a better loyalty effect so that when they have to re-acquire a similar product, they will first think of that brand.

# 6 The existence of measurement criteria

As we said above, traditional advertising has almost no certainty of the success of its campaigns. 

This way of doing digital marketing strategy does not have a safe-conduct through which to observe the direct effect that the messages that the company has launched in its advertisements have had. 

However, in the world of digital marketing, there are specific criteria that make it much easier to verify the success of an online marketing campaign. 

The ROI criterion  ( return on investment or return on investment) is a very simple formula that allows you to calculate quickly and in the period, you want the income generated by a specific advertising campaign on social media.

The main advantage is that it allows a campaign to be cut if it is observed that this is not being as effective as expected, or if it is a disproportionate expense.

# 7 Investing in digital marketing is investing in conversions

A conversion is when an announcement or message translates into action by a party who received it. 

An action that can be, for example, a sale, a recommendation or a comment on the company’s blog. In this sense, online marketing in the form of advertising that most directly calls for action. 

What is sought precisely when investing in communication and digital advertising is to generate results. 

These results will depend on the objectives that have been previously set for that digital marketing strategy. 

Increase prestige and knowledge, higher sales, etc. This range of possibilities means that a brand can invest money exactly in what it needs to improve.

Unlike traditional advertising, online marketing seeks to generate results at the same time when your ads and messages are displayed by users. 

Its intention is to produce immediate action in these. So, act faster than any other kind of marketing.

# 8 An interconnected world

The vast majority of people go with their cell phones everywhere and check their social networks daily. 

They also enter search engines every so often to look at products in which they are interested, and they do so from wherever they are and at any time of the day. 

This flexibility allows digital marketing to have the ability to quickly reach users who are interested in the product offered by the brand and to arrive whatever the situation.

And to you, what do you think about the different ways of doing digital marketing strategy in a company? Tell us!

4 thoughts on “[New*]Digital Marketing Guide for Kenyan Beginners.”

  1. Very Detailed post on online Marketing, Online Marketing is the future and businesses need to adopt it quickly as potential clients are just hanging around online.

    1. Thank you. Marketing moved from traditional to Online. Most Kenyan businesses are yet to find a great online marketing channel or platform.

  2. We are looking forward to pursue a business venture with you. We would appreciate guidance into the transition.

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