September 15, 2019  
 
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Marketing an African Goods Business

The value and earning capacity of an African goods business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

Although innovation is important, consistency is critical when you market an African goods business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.

Marketing increases the brand footprint of a African goods business using a carefully crafted mix of techniques and tactics.

Company Website

If you haven't done so already, the first step in marketing your African goods business is to create a high-quality business website. A shoddy, thrown-together website is a net loss for your organization. To compete online, your website has to contain features and design elements that encourage visitors to drill deeper and incorporate the site into their online routines. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.

Measurement & Evaluation

Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways African goods businesses can automatically improve marketing ROI. However, there are no substitutes for measurement and evaluation mechanisms. Measurement and evaluation mechanisms have value for any number of reasons, including the ability to shift your resources toward the marketing channels that are delivering the greatest returns. Simple quantitative tools are a good start. However, African goods businesses often choose to consult with professional marketers for assessment tools and strategic insights.

Why Branding Matters

Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every African goods business has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.

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Conversation Board

For African goods businesses, good advice can be hard to find. If you have firsthand marketing experience to share, we invite you to submit your comments below. Questions are also welcome and we will try to reply ASAP.


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