5 Digital Marketing Mistakes that Are Killing Businesses in Kenya

Digital Marketing Solutions from Metridata Smart Technologies

5 Digital Marketing Mistakes that Are Killing Businesses in Kenya

In today’s world, digital marketing has become an integral part of the business. Companies are now investing more in digital marketing to reach a larger audience and increase their revenue. However, digital marketing is not as simple as it seems. There are many mistakes that businesses make when it comes to digital marketing, which ultimately harm their growth and profitability. In this article, we will discuss the five digital marketing mistakes that are killing businesses in Kenya.



Digital marketing has become the go-to approach for businesses that want to reach a larger audience and grow their revenue. However, not every business is successful in their digital marketing efforts. In Kenya, many businesses are struggling due to common mistakes that they make when it comes to digital marketing. These mistakes can be costly and can ultimately hurt the growth and profitability of the business.

In this article, we will explore the top five digital marketing mistakes that businesses in Kenya are making and how you can avoid them.

1. Not Having a Clear Strategy

One of the biggest mistakes that businesses make is not having a clear strategy for their digital marketing efforts. Many businesses jump into digital marketing without a clear plan or understanding of what they want to achieve. This can lead to a waste of resources, time, and money.

Digital Marketing Solutions from Metridata Smart Technologies

To avoid this mistake, businesses need to create a clear digital marketing strategy that outlines their goals, target audience, messaging, and tactics. Always remember that your plan reflects your business purpose and speaks to the voice and tone of your brand.

Understanding your buyer persona and knowing what problems they are facing will help you provide solutions in a way that makes them delighted. Describing an ideal buyer persona requires an informed market research when developing your digital marketing strategy.

Other issues to consider include assessing your digital capabilities, finance budget, and team management.

A well-defined digital marketing strategy will help businesses stay on track and ensure that their efforts are aligned with their overall business objectives.

2. Ignoring SEO

Search engine optimization (SEO) is an important aspect of digital marketing that is often overlooked by businesses. SEO involves optimizing a website to improve its visibility in search engine results pages. This is important because most consumers use search engines to find products and services online.

seo services

There are different tools like Google Keyword Planner and Google Trends that you can use to improve on your SEO. A simple Google Search will help you identify the different tools that you can use free of charge. Ensure that the content you are creating is relevant to the topic and to intended readers, it is natural, and that the keywords are not highly competitive.

A platform like Reddit can help you to know what threads are trending and that you can use in your content to be easily discoverable by readers. Amazon product reviews can also help you to know how consumers are talking about products and the words they use to describe what they want.

Businesses that ignore SEO miss out on a significant amount of organic traffic and potential customers. To avoid this mistake, let your business invest in SEO and ensure that your website is optimized for relevant keywords and phrases.

3. Overlooking Social Media

Social media is a powerful tool for businesses to connect with their customers and promote their brand. However, many businesses in Kenya overlook social media or do not use it effectively. Social media allows businesses to reach a large audience, engage with their customers, and build brand awareness.

Social media communities can act as ideal focus groups where you get feedback about your products or services in real time and at a less cost. Such kind of feedback helps in speedy product development and identifying opportunities that will bring more revenues to your business.

social media marketing in kenya

Promotions and advocacy strategies also work well in social media. Asking your delighted customers to post positive reviews and comments about your services in social media can act as a good way to attract more customers. Similarly, you need to have a crisis plan in place to be well prepared to deal with negative comments and such kind of issues immediately they arise.

Monitor and listen to your audience and how they are talking about your products and competitors. There are different tools that can help in that. Do not forget to lead your audience along the customer journey as they interact with your content. Definitely the end goal for any business is to make sales.

To avoid missing out on business opportunities, invest in social media marketing and use it to connect with your target audience. Be in different platforms where your customers are. Not necessarily all of them but do a social media audit to help you identify the most relevant. Lastly, create engaging content, interact with your followers, and build a community around your brand.

4. Neglecting Mobile Optimization

mobile friendly websites

In today’s world, most consumers use their mobile devices to access the internet. Google focuses on mobile page load speed as a key metric in ranking website thus you should ensure that your businesses website is optimized for mobile devices. Neglecting mobile optimization can lead to a poor user experience and a high bounce rate.

To avoid this mistake, ensure that your website is optimized for mobile devices. You should use a responsive design that adapts to different screen sizes and ensure that the website loads quickly on mobile devices.

Additionally, involve other mobile reach marketing tactics like the use of SMS and WhatsApp messaging to communicate with your customers.

5. Failing to Measure Results

One of the biggest mistakes that businesses make is failing to measure the results of their digital marketing efforts. Without measuring results, you will not know whether your efforts are effective or not. This can lead to a waste of resources and missed opportunities.

Depending on your goals and KPIs, there are different metrics that you can measure to know whether you are on the right track or not. Click-through-rates, open rates, bounce rates, conversion rate optimization, and customer lifetime value are just some of the metrics you can measure. Select the metrics that march your digital marketing objectives. Some metrics can also be specific to some tools; for example open rates for email marketing.


There are analytics tools like Google Analytics and Monster Insights that help to track website traffic, conversion rates, and other key performance indicators. Platforms like Meta Business Suite and HubSpot also try to provide users with real time analytics on aspects like demographic characteristics, active user times, and more.

A data-driven approach will help you make informed decisions about your digital marketing efforts and adjust your strategy as needed.


Digital marketing is a critical component of any business’s growth strategy, but it can also be complex and overwhelming. The five mistakes discussed in this article – not having a clear strategy, ignoring SEO, overlooking social media, neglecting mobile optimization, and failing to measure results – can have a significant impact on your business’s success.

Take action

At Metridata Smart Technologies, we help businesses like yours avoid such mistakes by investing in a well-defined digital marketing strategy. By using our solutions, businesses reach larger audiences, increase their revenue, and stay ahead of the competition. All you need to do is to select here for a digital marketing package that suits you and let us get your business to the next level.


  1. What is digital marketing?

Digital marketing is the practice of promoting products or services using digital channels such as search engines, social media, email, and websites.

  1. Why is SEO important?

SEO is important because it helps businesses improve their visibility in search engine results pages, leading to increased traffic and potential customers.

  1. How can businesses measure the results of their digital marketing efforts?

Businesses can measure the results of their digital marketing efforts by using analytics tools to track website traffic, conversion rates, and other key performance indicators.

  1. What is mobile optimization?

Mobile optimization is the process of optimizing a website to ensure that it is user-friendly and accessible on mobile devices such as smartphones and tablets.

  1. How can businesses avoid digital marketing mistakes?

Businesses can avoid digital marketing mistakes by investing in a clear digital marketing strategy, using analytics tools to measure their results, and staying up-to-date with the latest trends and best practices in digital marketing.

6. Is there help for businesses in Kenya seeking to succeed in digital marketing?

Yes. At Metridata Smart Technologies we have digital marketing solutions that fit businesses of all stages.

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