Here is a 5 step checklist to successfully launching your brand online in Kenya that can act as your guide.
Step 1 – Start by analyzing your target audience
How well you understand your target market is imperative to the success of your digital activities. This is because your target market is the one who will become your core Target Audience online. Remember, your product or service serves someone’s needs. Ask yourself; Who is this person? Why do they choose my offering? How can I better serve them? Where do they hang out online? Who else do they go to for solutions to their pinpoints other than me?
Not everybody wants your offering. If you do not have a clear target audience in mind, your digital customer acquisition costs are likely to be higher than necessary. The ideal situation is for you to reach the specific person who needs your offering without wasting any shilling, time, or effort trying to reach everyone (including those who do not need/want your offering).
How do you analyze your target audience? Here are some pro-tips:
- Create a buyer persona/ detailed customer profile – This includes their demographic and psychographic characteristics like their age, gender, income levels/sources, education level, pinpoints, buying behaviors, fears, aspirations, and et cetera. This gives you insights into your customer’s motivations so that you can create digital content that appeals to them, and promote products and services relevant to their needs.
- If you do not already have your buyer persona and do not have data you can refer to build one, you can get information from your existing customers through a survey. This is assuming that you may be having a database of your customers somewhere.
- Study the target audience of your top competitors to determine their needs, interests and challenges. This is effective if there is a market leader in your industry. You can simply employ a second mover’s advantage by picking up what is working well for them and perfecting what is not working well for them to work for you.
