Marketing for small businesses in emerging countries can be challenging, but it is essential for the growth and success of these businesses. As a business advisor and coach, I have worked with many small businesses in emerging countries to help improve their marketing strategies and increase their profits. Here are some of the most effective ways my clients have chosen to market their products and services.
1. Social media platforms
Social media platforms like LinkedIn, Snapchat, Tiktok, Facebook, Instagram, and WhatsApp are widely used in developing and emerging countries. They can be an effective way for small businesses to reach their target audience. These platforms allow businesses to create a presence, share information about their products and services and interact with customers.
It is important to note that different platforms have different user demographics. To be successful, you need to know which platform is the best fit for your target audience. Ideally, you will focus your efforts on your most profitable customers, after having determined what their pain points are and what makes these customers buy from you.
Here is an example of a sustainable fashion business that I worked with some time ago. Killa Natural is based in Peru and the US. Killa uses Instagram to showcase their collections, interact with customers and offer exclusive discounts to their followers.
2. Influencer marketing
Influencer marketing can help small businesses reach a larger audience and increase your visibility. Influencer marketing involves partnering with social media influencers who have a large following in your target market. These influencers can help to promote your products and services to their followers. When these followers buy, it helps increase your sales and revenue.
D'Elise, a natural cosmetics company that I worked with a while back, leverages local influencers alongside ordinary users of their products and the founders of the company. They invite influencers and ordinary users to test their products and share their honest opinion on their own social media channels. The reviews are then re-shared via the D'Elise Instagram channel. The founders of the company also use the products themselves and post about this on the D'Elise channel.
3. Referral programmes
Referral programmes can be an effective way for small businesses to increase their customer base. A referral programme is a program where current customers are incentivised to refer new customers to your business. This can help to increase your customer base and revenue without incurring significant marketing costs.
Yoco is an example of a business that uses this approach. They are a payments fintech, based in South Africa, that serves small businesses. Their referral programme encourages existing Yoco merchants to share a unique link. When the referred business buys a Yoco card machine and processes over a certain amount, the referrer gets R500 in cash and the new merchant gets R100 off their device.
4. Participating in local events
Participating in local events, such as festivals and markets, can help you increase the visibility of your business and reach new customers. These events provide an opportunity for you to showcase your products and services. It also offers opportunities to interact with potential customers face-to-face.
In addition, participating in local events is a way to give back to your community and build a relationship with community members.
My school in Liberia uses this approach to build relationships with the community it is in. The school was founded by my parents and has a long history of supporting the local commuity.
5. Traditional marketing methods
Traditional marketing methods such as flyers and billboards can also be very effective. These methods can help to increase your visibility and reach a larger audience. It is important to note that traditional marketing methods can be more expensive than digital marketing, so it is essential to have a clear marketing budget and plan in place.
Conclusion
Marketing for small businesses in developing or emerging countries can be challenging, but it is essential for the growth and success of the businesses. And thankfully, there are plenty of ways for small businesses to reach customers. The secret is knowing which channels are most important to your best customers and using these channels to increase your sales and build stronger community ties.
