What Years of Successful Digital Marketing Has Taught Us

For the last 6 years, Giraffe Creatives has been able to deliver some of the most memorable and effective advertising campaigns in the country, winning some awards along the way.

Some have called us the “best marketing agency” in Zambia. We have earned this moniker through developing and refining our unique approach to concepts and creative, grounded in the local Zambian market experience. And it all comes to one simple word; strategy.

Strategy is the key determinant to compelling content that will not only excite both your would-be and existing clients, but also convert them into champions of your brand’s message. In no other segment of marketing is this more than digital marketing.

The right strategy is the difference between thousands of marketing Kwachas going to waste and having targeted highly effective marketing spend that achieves your precise marketing goals and reaps the exact rewards you desire.

Define your Goals
As an institution or brand, you need to clearly define what you want to achieve and set SMART goals. ‘Specific’ ‘Measurable’ ‘Attainable’ ‘Relevant’ and ‘Time-bound goals will guide your expectations and help to review as you go along your journey of profound online presence.

Define your Market through Segmentation
Now that you know what you want to achieve, you also need to define your clients. Who are they? You define them right down to the details of areas they live and how much they earn per month. And the reason is simple, digital marketing can give your brand to be highly specific in who you communicate to. For instance, a real estate agent might target someone who has changed their relationship status from ‘single’ to ‘engaged’ or ‘married’ because this person would certainly be in the market for a new home.

Develop or Refine your Value Proposition
Your customer value proposition or ‘CVP’ is your promise to your client. It tells them what they are getting in return for their custom. If you have any add-ons aside from your product, you need to clearly understand and define them and perfect the mechanics, or ways that you will deliver these promises to them.

Understand Your Competition Better Than They Do Themselves
Firstly, you need to clearly identify your competition. If they sell a product similar to yours, gain insight into how they are doing it and where i.e. which channels they use e.g. Facebook or Instagram. Also, take a look at their website and other pages to study the keywords they are using.

Identify the Perfect Marketing Channel Mix
Having a solid grasp on your CVP and a keen insight into what the competition is doing, now you have to choose the right mix of avenues to reach your client. Is it web, and a select number of social sites? Also, consider Search Engine Optimization and local listings via Google.

The one thing we have always prided ourselves in is helping brands stand tall and get noticed. We hope this helps you do the same.

written by Onechi Lwenje Senior Account Manager A lover of film, Onechi is a storyteller at heart. He loves nothing more than to discover your brand’s story and help bring it to life. His extensive marketing and media experience poise him in the best position to do this on both a local and international level.