Introduction to Digital Marketing
Your Instructor
Pamela Gigz
Digital Marketing Expert • Skills Jet Academy
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Key Takeaways
- 1Understand what digital marketing is and why it matters for Kenyan businesses
- 2Learn the main digital marketing channels: Social Media, Google Search, WhatsApp, Email
- 3Discover how small businesses in Kenya use digital marketing to grow sales
- 4See real examples of Kenyan entrepreneurs who succeeded with digital marketing
- 5Get practical tips to start digital marketing with zero or low budget
Mama Njeri's Grocery Store Success
❌ Problem:
Small grocery store in Nairobi with only walk-in customers. Sales were stagnant and couldn't compete with supermarkets.
💡 Solution:
Started using WhatsApp Business to share daily product photos and prices. Created a Facebook page to post specials. Responded to customer inquiries within 5 minutes.
✅ Result:
30% sales increase in 3 months. Now delivers to 50+ households weekly. Zero advertising cost.
Key Lessons:
- •Start with free tools - WhatsApp Business and Facebook are enough
- •Consistency matters - post daily, even if just one product photo
- •Fast response time builds trust and increases orders
- •Delivery service unlocks new customers beyond walking distance
Fashion Boutique Instagram Growth
❌ Problem:
Small boutique in Mombasa struggling to attract young customers. Physical store had low foot traffic.
💡 Solution:
Created Instagram business account with professional product photos. Posted outfit ideas and styling tips. Collaborated with local fashion influencers. Used Instagram Stories for behind-the-scenes content.
✅ Result:
Grew from 200 to 5,000 followers in 6 months. Online orders now 60% of revenue. Expanded to delivery across Kenya.
Key Lessons:
- •Visual platforms like Instagram are perfect for fashion businesses
- •Influencer partnerships can accelerate growth (even micro-influencers)
- •Stories and reels get more engagement than regular posts
- •Good product photography is worth the investment
Digital Marketing Channels in Kenya
The most effective platforms for reaching Kenyan consumers
Before vs After: Digital Transformation
How digital marketing changes a small business
Before Digital Marketing:
- ❌ Relying only on walk-in customers
- ❌ No way to reach customers after they leave
- ❌ Limited to local neighborhood
- ❌ Competing only on location and price
- ❌ No customer data or insights
After Digital Marketing:
- ✅ Customers find you online 24/7
- ✅ Build relationships through social media and email
- ✅ Deliver across the city or country
- ✅ Compete on value, quality, and service
- ✅ Understand customer preferences and behavior
E-commerce Growth in Kenya
The digital economy is booming - don't get left behind
Common Questions & Real Solutions
I have a small budget - can I afford digital marketing?
Start with free tools: Create a Facebook Business Page, set up WhatsApp Business, claim your Google My Business listing. Total cost: KES 0. You can reach thousands of potential customers without spending a shilling.
Real Example:
Mama Njeri started with just WhatsApp Business and grew her customer base by 30% in 3 months - zero advertising cost.
My customers are older - they don't use social media
Actually, 45% of Facebook users in Kenya are 35+. Even if your customers aren't on social media, their children and friends are - and they influence buying decisions. Plus, Google Search works for all ages.
Real Example:
A hardware store in Thika thought their customers weren't online. After creating a Google My Business listing, they discovered 200+ people were searching for 'hardware store near me' every month in their area.
I don't have time to manage social media
You don't need to post every day. Start with 3 posts per week, 15 minutes each. Use scheduling tools to prepare content in advance. Or hire a young person part-time for KES 5,000-10,000/month.
Real Example:
A busy salon owner spends 1 hour every Sunday preparing the week's posts. Her assistant posts them throughout the week. Result: Bookings increased 40%.
I tried Facebook ads and wasted money
Most first-time advertisers make mistakes: wrong audience targeting, unclear message, or no clear call-to-action. This course will teach you how to create effective ads that actually convert.
Real Example:
After learning proper targeting, a restaurant owner reduced her ad cost per customer from KES 500 to KES 50 - 10x improvement.
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