The rise of the digital age has left an indelible mark on the commerce sector, fostering a competitive atmosphere on the internet with businesses embracing digital marketing to drive traffic and potentially attract and maintain new customers.
The most successful businesses online have a digital marketing blueprint they swear by, which mostly involves tips and practices that help their enterprises grow and stay ahead of their competition.
To understand the impact of these strategies, WoK has prepared a comprehensive list of 10 essential digital marketing solutions businesses should consider in 2025:
1. Social Media Management
Firstly, a smart businessperson should leverage social media to promote their goods or services. Therefore you must understand who your audience is, what their needs are, and how you will satisfy their expectations.
Through that, you will understand what social media platforms work best for various types of content. For instance, video content does exceptionally well for platforms such as TikTok, Instagram, and Facebook. These platforms offer powerful tools to drive sales and hence it is crucial to learn how to leverage each social media platform to maximise its potential.
Facebook and Instagram offer tools like MetaBusiness that aid scheduling, monitoring, and engaging across multiple platforms. Others include Hootsuite, Buffer, and Metricool.
Additionally, social media management platforms allow direct marketing for pushing short, direct messages to prospects. This can be through sending direct messages, sharing links, or through sponsored advertising.
2. Content marketing
Another vital digital marketing solution is to incorporate content marketing, which involves the publishing of informative content on topics that interest your prospects.
High-quality, accurate content helps establish you as an authority in your field, fostering trust and credibility within the market. This content can take various forms, such as photo carousels, videos, blogs, and podcasts.
The most important aspects of content marketing are quality and relevance; therefore, investing in high-quality production is crucial.
It is also important to regularly publish fresh content to keep your audience engaged. This, paired with sustained consistency to deliver, is a sure way of registering greater results. Consistent posting in turn boosts website traffic, develops brand awareness, builds conversions, and improves its interaction with its target market.
3. Search Engine Optimization (SEO)
Successful digital marketing is pegged on search engine optimization, which is the optimization of content to increase visibility online. Content backed by SEO is high-quality, highly informative, bears relevant keywords, and is easily discoverable by search engines such as Google.
4. Email Marketing
Email marketing is originally a traditional marketing strategy and despite its long stay in the field, it has endured and proven its effectiveness over time.
It is often used to create brand awareness, nurture leads, and solicit sales through the sending of emails to possible clients.
Effective email marketing depends on the quality of the compiled email list of relevant prospects. The compilation can be done by asking visitors to your website to join your mailing list.
Email marketing is a cost-effective, easy-to-track, and highly scalable strategy that also enables sustained, long-term engagement with your customers.
5. Influencer Marketing
Influencer marketing is extremely popular in Kenya, where influencers with mass appeal online are contracted to promote products or services, helping businesses reach a wider, engaged audience and build brand credibility.
To maximise influencer marketing, it is important to choose influencers whose audience aligns with the business’s brand and set clear objectives like brand awareness or sales.
Another crucial way is allowing influencers to create authentic content while providing some guidelines to ensure consistency without stifling creativity.
Business owners should also engage with the influencer’s audience by offering incentives like sales, discounts, and offers to boost a campaign’s impact. Further, this helps foster a long-term relationship with the influencers and hence strengthens brand trust and advocacy.
6. B2B Cold Calling
B2B cold calling, which is a traditional marketing tactic, is also used in digital marketing as it involves leveraging cold calling in conjunction with digital tools and platforms to enhance outreach and lead generation. Digital strategies such as CRM software, email marketing, social media research, and data analytics make it more targeted and efficient.
For example, LinkedIn is popularly used in cold calling, as business owners can conduct research and connect with potential leads before making the call.
Businesses can integrate cold calling with automated workflows in gathering and organising contact information, making sure the right prospects are reached at the right time.
Further, digital analytics tools can help track interactions and outcomes to provide insights on how to improve scripts, identify high-potential leads, and improve overall effectiveness.
7. Pay-Per-Click (PPC) Advertising
PPC (Pay-Per-Click) advertising is a digital marketing strategy where advertisers pay a fee to publishers every time their ad is clicked. It’s an effective way to drive targeted traffic to websites as businesses create ads they want to appear on a website, hence increasing visibility and generating leads or sales.
Google Ads is one of the most common platforms for PPC advertising. Ads can appear in search engine results within social media feeds and on websites based on an audience’s interests.
For PPC to work, it is important for business owners to pick the right keywords, create compelling ads, and ensure landing pages encourage action. Google Ads, for example, help track results and improve campaigns for the best returns. PPC is cost-effective, flexible, measurable, delivers quick results, and is great for boosting visibility and driving customer action fast.
8. Affiliate Marketing
Affiliate marketing is a great digital marketing solution as it employs affiliates (individuals or companies) who market a business’s product or service in exchange for a commission on sales or leads generated through the affiliate’s input. Affiliates use social media, blogs, and websites to share referral links, after which they earn a commission each time a customer purchases a product or completes a desired action via that link.
This strategy is highly cost-effective because businesses do not need to be actively involved in the marketing and only pay for actual results. Affiliates in turn receive a portion of the revenue made to drive traffic and conversions. Affiliate marketing is highly effective for businesses in terms of expanding reach to new audiences, leveraging the influence of others, and saving on advertising costs. On the other hand, affiliates get to earn a passive income by promoting products they believe in, often with minimal investment or risk.
9. Chatbots
Chatbots are tools that use computer programs to automate real-time interactions to engage customers to generate sales.
Chatbots interact with website visitors, answer questions, provide product recommendations, or even complete transactions without having to be online as well as requiring human intervention at all hours and in any capacity. Their round-the-clock communication makes them a valuable tool for customer support and lead generation.
10. Video Marketing
Digital marketers often incorporate engaging videos to promote a brand, product, or services across social media, websites, and YouTube. The content often showcased includes testimonials, unboxings, and explainers, all aimed at capturing attention, increasing brand awareness, and driving conversions.
For high-quality and effective video marketing, it is best to build your story through a script and master editing techniques to produce appealing clips. Ensure that the videos are short, as audiences’ attention spans are short. Post these on platforms such as TikTok and Instagram to boost engagement and enhance customer understanding and eventually strengthen brand connections.
