Internet-savvy web entrepreneurs use a number of free or low-cost strategies to drive traffic to their websites. These strategies work equally well for a small-business owner in Kenya, or a European company trying to sell products in the ever-expanding and largely untapped African market. In every marketing test, search engine rankings outperform other types of [...]
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Better Pay-per-click Marketing
For web entrepreneurs in Africa, pay-per-click (PPC) marketing is still the most effective way to advertise products worldwide, especially to consumers in the US and Europe. The most recent polls show that more than 77% of American adults use internet retail sites – and figures for Europe are similar. Websites have far surpassed traditional print [...]
Targeted Marketing for the 21st Century
Different techniques work better for different demographic groups. A marketing technique that is successful with 20-year old men in South Africa may not work with 50-year-old women in Rwanda. Who are your targeted customers? Many entrepreneurs are unable to answer this deceptively easy question. Not having a clear market in mind can derail even the [...]
Guide to Collaboration Software
Web-based collaboration software enables an entire global team to work together. A web designer in Iceland can communicate with the management team in Nairobi. An employer in Kenya can make decisions about pricing with a salesperson in South Africa. Whether you are managing a group scattered across the globe or keeping track of a single [...]
Email is a marketing tool par excellence, one that every business owner should use to its fullest potential. Once considered a frivolous time-waster, email is shaping up as the business communication tool of the 21st century. Every business environment is different, but some basic email rules apply to data collection and marketing for any website, [...]
Building a Global Team of Experts
Business owners in Africa or anywhere in the world can now build a global team, including experts at computer programming, accounting, business management, administrative services and other highly prized skills. Many business owners in Africa cite the problem of finding highly skilled employees. Adam Saffer holds an MBA from Harvard Business School and operates Ebony [...]
Social Networks Boost Marketing
Social networks like Facebook, Myspace and Twitter are the rage with techno-savvy young adults – but they are also the best new marketing tools for small businesses. Across the African continent and Diaspora, entrepreneurs are leveraging these networks to increase revenue and market share. Social networking sites including Hi5, Friendster and Bebo are growing three [...]
An effective website can generate sales, promote products and bring new customers to a small business, at a very reasonable cost. It operates 24/7 around the world – as long as entrepreneurs avoid a few common mistakes. 1. Choosing the wrong domain name. With the proliferation of new extensions such .us, .au, .nz, .uk, and [...]
Internet-savvy web entrepreneurs use a number of free or low-cost strategies to drive traffic to their websites. These strategies work equally well for a small-business owner in Kenya, or a European company trying to sell products in the ever-expanding and largely untapped African market. In every marketing test, search engine rankings outperform other types of [...]
Well-executed market research and the development of a marketing plan can be vital to the success of a small business. Yet writing a marketing plan is a commonly ignored part of business planning, especially in the digital age when an entrepreneur can start an online business with minimal effort. Writing a one page marketing plan [...]
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