When starting a business, there usually isn’t much to go on. Only an idea, a passion and some starting capital.
Research shows that most small businesses in Kenya collapse before their 5th birthday. You can be sure that the primary reason for most business failure is their inability to profitably attract and retain customers.
Here are just but a few reasons why your startup is failing at attracting new customers;
The digital marketing landscape is changing. When digital marketing and specifically social media started, it was a sigh of relief for most small businesses. It levelled the playground for both small and big businesses.
However, due to its ever-changing nature, social media platforms are now driven by algorithms that decide which content users can see. This has resulted in a massive decline in organic reach and a heavy prioritization of paid promotion.
Lack of marketing skills. Are you aware of the best way to market your business? Being able to make iterative changes to your marketing strategy will help in case of any changes in social media algorithms. If marketing is not your specialty, you may not know your audience yet. A fluid campaign will help you test the waters and provide meaningful content that your audience can relate with.
There are many free resources that can help you learn how to grow your business. A very good example is the Inuka Enterprise Program by the Kenya Bankers Association. This program is a free e-learning portal with training material on all business topics such as financial management, marketing, entrepreneurship, human capital management, and supply chain management.
Lack of awareness. Are you at the forefront of your customers’ minds? You may be having some presence in search engines. If you are interested in brand recognition and driving users to your website every day, you may want to consider advertising and search engine optimization
You realize that this needs a budget that you stick to. A cheaper and more convenient way to improve your SEO is through content marketing and by listing your business on as many online marketplaces and listings as possible.
There is one particularly efficient marketplace that was introduced for the micro, small and medium enterprises in Kenya; The Inuka Entrepreneurs Marketplace. It is a free marketplace where businesses get to market their business once they complete the Inuka training program.
Getting listed on this marketplace adds an element of trust and credibility to your business and places your business in front of shoppers that don’t know about you yet. Are you wondering how you can join the Inuka Entrepreneurs Marketplace?
- Enrol for the Inuka training program.
- Complete any of the seven modules.
- Send your request for your business to be listed on the Marketplace for free. Use: smeprogram@kba.co.ke
Another reason why your business may not be attracting or retaining customers is poor customer experience. People go online to look for help and to share their experience. It means you have to be available when customers are looking for you on social media platforms. Always remember that people trust what other people say more than they trust what you say/advertise. You have to be responsive to customer queries and make their experience with your business a delightful one.
By Joy Kositany
Social Media Manager, Digital4Africa
