Performance Marketing Tips for African Startups

Startups in Africa are growing daily, and to survive the heavy competition, you might want to try a different approach to marketing strategy, known as performance marketing.

Performance marketing focuses on measurable outcomes and the impact of marketing efforts on key performance indicators (KPIs) such as customer acquisition, conversion rates, and revenue generation.

Unlike traditional marketing approaches, which emphasize brand awareness and visibility, performance marketing is inherently data-driven, enabling you to optimize your campaigns and allocate resources more effectively.

In this article, I will explain in detail what performance marketing is all about and how to mine the treasure in it.

Key Performance Marketing Channels for African Startups

1 . Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

What are SEM AND SEO?

SEM (search engine marketing) involves paid strategies to increase a website's visibility in search engine results, using methods like paid advertising.

SEO (Search Engine Optimization) focuses on organic, non-paid methods to enhance a website's visibility in search engine results, improving its ranking through content and technical optimizations.

• With most consumers turning to search engines to discover products and services, startups can harness the power of SEM and SEO to enhance their online visibility.
• By targeting relevant keywords and optimizing website content, African startups can improve their organic search rankings and drive qualified traffic to their digital properties.

2. Social media advertising.

Social media advertising is the use of paid promotional content on social platforms to reach a specific audience. It involves creating and targeting

Growth Marketing vs Performance Marketing

Marketing, in its myriad forms, has always been the lifeblood of business development and sustainability.

However, as the digital age continues to metamorphose how consumers interact with brands, the strategies that businesses employ to capture attention, build relationships, and drive sales have also evolved.

Two of such strategic paradigms that have grown in popularity are growth marketing and performance marketing.

marketing and performance marketing is all about.

Defining Growth Marketing and Performance Marketing

Before delving into the nuances separating growth marketing from performance marketing, it’s crucial to understand what each term embodies.

Growth marketing is an integrated approach that focuses on expanding a company’s customer base and increasing its revenue by experimenting with a variety of channels and strategies.

It not only aims to attract new customers but also to activate, retain, and ultimately turn them into champions of the brand, fostering organic growth.

Growth marketers are data-driven, yet they equally prioritize creativity and customer experience throughout the funnel stages.

Performance marketing, on the other hand, is directly tied to specific actions and results.

It’s a blanket term that covers online marketing and advertising programs where advertisers pay only when a specific action such as a click, sale, or lead is completed.

Performance marketing is highly metrics-oriented, focusing on quantifiable results that can be tied back to specific marketing efforts and campaigns.

The Philosophical Distinctions

Beyond definitions, understanding the philosophical differences between growth marketing and performance marketing is essential.

Growth marketing views the user’s journey as a cohesive na

     Search engine optimization is the science of improving a website to increase its visibility when people search for products or services. The more visibility a website has on search engines, the more likely it is that brand captures business.

SEO means Search Engine Optimization and is the process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better.

Benefits of SEO to tech startups are outlined as follows,so as to display and encourage their adoption.

1.Builds trust and credibility

Businesses that are the highest ranked on SEO tend to be considered as offering the highest quality of the product and gives confidence to the searcher that the are trust worthy.

2.Provides competitive advantage

Businesses that adopt SEO strategy have and build a competitive advantage over those other businesses who do not.

3.Expands Reach

It helps businesses to reach more people beyond just their locality to the global world at large.The use of SEO helps a business become global no matter how small it is at the time.

4.Supports content marketing

Content marketing and SEO work in harmony, because keywords can be used to build contents which will make the business more visible,when searchers use the search engines.

5.Helps businesses adapt to web environment

Businesses who employ SEO strategy are kept up to date,and always informed to as to make better and we'll informed decisions about their business environment.

6.Relatively inexpensive

A business with the right team can reduce the cost of hiring SEO experts,therefore reducing the cost of utilizing SEO for their business.

    Finally,Search engine optimization is an essential marketing activity to make a website or business visible on the web. But it also provides several other benefits to companies,therefore businesses are encouraged to adopt SEO in there businesses to as to remain competitive in the global market.

   E-commerce has changed the business world into  a digital market.which has been achieved through technological advancements,and increase in small capital start up Businesses.

   There is need therefore a break down of simplified and precise measure to take so as to start up an online business or store

1.Choose what to sell

     this is usually the most difficult task to achieve in starting an online business, because, now there is need to decide by considering several factors,which could include the availability of the product,the desirability of the product e.t.c and this could be a very herculean task.

 2.Evaluate the sellability of your product

    who are the targeted audience for your products and how much are they willing to buy,and at what rate are they buying.its is important that we decide the desirability of the product you want to sell,so as no to invest your capital in products that will stagnate your capital.

3.Availability of the product

   How fast and how easily accessible are your products,don't sell a product that you are not sure where to restock from when you run out of products,and also don't sell products that's their raw materials are relatively scarce.tbis could be detrimental if not thoroughly considered.

4.Thoroughly study your competitors

    Here the SWOT analysis could be very strategic to execute this,so as to have a competitive advantage and not be thrown out of business by your competitors.

 this also helps you to differentiate your business from your competitors business and amplify to your audience the benefits of your own brand overs theirs.

5.Write a business plan

     A business plan helps you bring your ideas together,so as to present your business in a much more organized form.it arranges priorities of a business, highlights the mission of the business,thereby showing potential investors and employees the core values of your brand.

6.Choose a business name and logo

   this is aimed at helping you give your brand it's own distinct identity,and also make it easier for your customers to identify and locate your own brand with complications.

   An online business or store can be very easy and yet complicated to start if the right measures are not taken,so build your brand through these precise and yet simplified ways.

An overthinker is someone who tends to dwell on their thoughts and worries to an unhealthy degree. Because they are constantly second-guessing themselves and considering all possible outcomes, they may struggle to make decisions or take action.

If you  happen to have difficulty in this area, here are some healthy factors to help you overcome it: 

 

1. The problem is rarely the problem

You and your thoughts are responsible for 99% of the damage.

in reality, what actually happens, and the outcome are responsible for 1% of the harm.

Most of the time, the problem isn't the problem. It is the way you approach the problem.

You mght have no control over what happens around you, but you certainly do have control over how you react to it.

2. Avoid Self-rejection

Do you believe you are unworthy of such an opportunity? In any case, apply for it.

Do you believe your article is inadequate? Regardless, publish it.

Do you believe they will not respond to your e  mail? Send it nevertheless.

Never rationalize yourself into self-rejection.

3. Silence and time

The truth is that most problems can be solved with less thought rather than more.

The majority of the answers you seek can be found in isolation, leisure, and with a clear mind.

Don't try to solve a problem if you can't solve it.

4. An important question

When you begin to blame yourself for past mistakes or picture danger lurking around every corner, ask yourself:

"Is there anything I can do right now to change the past or influence the future in a positive way?"

Take action if the answer is affirmative.

If the answer is no, accept it and let it go.

You must either act or let it go; anything else is self-harm.

5. The power of now

You will not overthink your way to a brighter future.

You're not going to reason your way out of a bad situation.

Because tomorrow is not guaranteed, all you have is right now. 

And what you do NOW can make your past right and your future better.

Make peace with yesterday, let go of tomorrow, and seize the now.

live in the moment, focus on the now.

6. Fact check your own thoughts

In your mind, your ideas will construct scenarios that represent your insecurities, concerns, and worries.

As a result, it's critical to always double-check your own ideas before accepting them, because in highly emotional situations, your mind will tell you lies.

Fact check yourself.

7. Acceptance is peace

No amount of worry can affect your future, and no amount of regret can change your past.

Acceptance leads to peace:

-Accept your flaws.

-Accept the unknown.

-Accept the inexorable.

You don't have to understand, tolerate, or even forget anything, but you must accept it if you desire serenity.

Practice mindfulness.

8. Health starts in your mind

You can go to the gym, eat healthily, practice yoga, drink water, and take supplements, but you will never be genuinely 'healthy!' unless you tackle the negativity in your thinking.

our health is not assessed by scales, muscular size, or waist circumference.

The quality of our thoughts and the calm of our mind are indicators of true wellness. Health begins in the mind.

Change your mindset.

All of this is to say that things improve when you allow yourself to believe in yourself, give yourself  a break and have an optimistic attitude.

When you think of successful tech entrepreneurs, you might picture a Silicon Valley wunderkind with a computer science degree from Stanford. But in Africa, some of the most inspiring and innovative founders are self-made entrepreneurs who started from humble beginnings.

Take the story of Aliko Dangote, for example. Before he became Africa's richest man, with a net worth of over $11 billion, he sold sweets and chewing gum on the streets of Kano, Nigeria. He eventually went on to build a business empire that spans industries from cement to sugar to telecommunications.

Or consider Bethlehem Tilahun Alemu, who grew up in a poor neighborhood in Addis Ababa, Ethiopia. She founded the footwear brand soleRebels, which has since expanded to over 20 countries and is on track to reach $100 million in revenue by 2025.

These bootstrapped entrepreneurs are not only inspiring, but also crucial to the growth of Africa's tech ecosystem. With limited access to traditional financing, many entrepreneurs have had to rely on their own savings and ingenuity to get their businesses off the ground.

And yet, despite the odds, many have succeeded beyond their wildest dreams. In fact, a recent report by the African Development Bank found that 22% of African startups were profitable, with an average annual revenue growth rate of 17%.

So, what makes these entrepreneurs so successful? For one, they often have a deep understanding of the local market and its needs. Many of them have started businesses that address specific pain points in their communities, from affordable housing to mobile payments to e-commerce.

In addition, bootstrapped entrepreneurs tend to be scrappy and resourceful. They know how to stretch a dollar and make the most of limited resources. And because they don't have the luxury of relying on outside investors, they often have to be creative in finding alternative sources of funding, such as grants or crowdfunding.

Of course, bootstrapping isn't without its challenges. It can be difficult to scale a business without outside investment, and many entrepreneurs struggle with limited access to mentorship and business support services.

But as more and more entrepreneurs like Dangote and Alemu prove, it's possible to build a successful business from scratch, even in the face of adversity.

So, the next time you're feeling discouraged about your own entrepreneurial journey, remember the inspiring stories of Africa's bootstrapped entrepreneurs. They prove that with hard work, perseverance, and a little bit of creativity, anything is possible.

Tunisia, a small country in North Africa, may not be the first place that comes to mind when you think of tech startups. But over the past few years, the country has experienced a boom in entrepreneurship and innovation, with a growing number of startups disrupting traditional industries and solving unique local challenges.

One of the most exciting areas of growth in Tunisia's tech scene is in the fintech sector. In a country where nearly half of the population is unbanked, startups like Paymee and Expensya are helping to bring financial services to underserved communities. Paymee, for example, allows users to make payments and transfer money using their mobile phones, while Expensya helps businesses manage their expenses and streamline their accounting processes.

Another area of innovation in Tunisia is in the field of education technology. With the COVID-19 pandemic forcing schools to close and shift to online learning, startups like GoMyCode and Edumetric have stepped up to provide digital learning solutions for students and teachers. GoMyCode offers coding bootcamps and tech courses online, while Edumetric provides a platform for teachers to create and share educational content.

Tunisia's tech startups are also making waves in the travel and hospitality industry. With tourism being a major source of income for the country, startups like Trip4Care and Wibees are helping to attract more visitors and enhance the travel experience. Trip4Care offers medical tourism services, while Wibees is a platform for booking unique and authentic experiences with local hosts.

Of course, Tunisia's tech scene still faces its share of challenges, including a lack of funding and a shortage of skilled talent. But with the government and private sector investing more in innovation and entrepreneurship, the future looks bright for Tunisia's startups.

In conclusion, Tunisia may be small in size, but it's big on ideas and innovation. From fintech to edtech to traveltech, the country's startups are pushing boundaries and driving progress. Who knows – the next big tech unicorn could be born in Tunisia.

In recent years, e-commerce platforms have gained significant traction in Africa, driven by increased internet penetration, a growing middle class, and a rise in mobile phone usage. According to a report by Jumia, Africa's leading e-commerce platform, the continent's e-commerce market grew by 40% in 2020, despite the impact of the COVID-19 pandemic.

While Western e-commerce giants like Amazon and Alibaba have made strides in the African market, local platforms have emerged to cater to the unique needs and challenges of African consumers and businesses.

One of the biggest challenges for e-commerce in Africa is logistics and infrastructure. Many parts of the continent lack reliable postal services or transportation networks, which can make it difficult to deliver goods to customers. To address this challenge, African e-commerce platforms have developed innovative solutions, such as partnering with local delivery services, using motorbikes for last-mile delivery, and offering pickup points in local shops.

Another challenge is trust and payment security. Many Africans are hesitant to use online payment systems, and credit card penetration is relatively low. To build trust and promote adoption, African e-commerce platforms have introduced payment options like mobile money, cash on delivery, and pay-on-pickup.

African e-commerce platforms have also adapted to the unique cultural and linguistic diversity of the continent. Many platforms offer language options beyond English and French, such as Swahili, Yoruba, and Hausa, to cater to local language preferences.

In terms of market share, Jumia is the leading e-commerce platform in Africa, with a presence in 11 countries and over 6 million active customers. However, other local platforms like Konga, MallforAfrica, and Takealot are also gaining traction in their respective markets.

Compared to Western platforms like Amazon and Alibaba, African e-commerce platforms have some key differences. For example, African platforms tend to focus more on consumer goods and daily necessities, rather than luxury goods or electronics. Additionally, African platforms often serve as a marketplace for third-party sellers, rather than selling products directly, which can make it easier for small businesses to enter the market.

However, African e-commerce platforms still face stiff competition from Western giants like Amazon and Alibaba, which have significant resources and experience in the e-commerce industry. For example, Amazon recently launched Amazon Prime in South Africa, offering free and fast shipping to customers.

Despite the challenges and competition, African e-commerce platforms have significant potential to grow and create new opportunities for businesses and consumers. With innovations in logistics, payment security, and language options, African e-commerce platforms can continue to cater to the unique needs and challenges of the African market.

In conclusion, the growth of e-commerce platforms in Africa has been a remarkable success story, and a testament to the innovative spirit and entrepreneurship of Africans. As these platforms continue to evolve and expand, they will play an increasingly important role in driving economic growth and improving access to goods and services across the continent.

https://www.amazon.com/ 

https://www.alibaba.com/?src=sem_ggl&field=UG&from=sem_ggl&cmpgn=9922923274&adgrp=97780323582&fditm=&tgt=kwd-934428634720&locintrst=&locphyscl=9070182&mtchtyp=e&ntwrk=g&device=c&dvcmdl=&creative=598857653490&plcmnt=&plcmntcat=&aceid=&position=&gclid=Cj0KCQjwxYOiBhC9ARIsANiEIfZj2Mudlfc5s_-ifYjqppDBqRa1jnQ8YSaS4M5I4uxmaVy6Qgb6yrMaAqb9EALw_wcB

South Africa is known for its beautiful landscapes, diverse wildlife, and world-class wine. However, few people know that technology is playing a vital role in the country's wine industry. In recent years, South African winemakers have been using a range of cutting-edge technologies to produce better-quality wine, reduce waste, and improve their yields.

One of the main areas where technology is making a difference is in vineyard management. By using sensors to monitor the soil, temperature, and moisture content, winemakers can make better-informed decisions about when to irrigate, fertilize, and harvest their grapes. Drones are also being used to collect data on vine health and monitor the spread of diseases and pests.

In addition, winemakers are using technology to improve the winemaking process itself. For example, some are using digital tools to track the fermentation process and ensure that the wine is of a consistent quality. Others are using 3D printing to create customized wine barrels that are more efficient at storing and aging the wine.

These innovative approaches are not just improving the quality of South African wine. They are also helping winemakers reduce waste and increase efficiency. By using technology to optimize their production processes, winemakers can reduce their energy consumption and water usage, which is not only good for the environment but also for their bottom line.

Overall, technology is transforming the South African wine industry, enabling winemakers to produce better-quality wine more sustainably. As the industry continues to innovate and adapt, consumers can expect to see even more exciting developments in the future.

https://en.wikipedia.org/wiki/South_African_wine

Tecno has unveiled its latest innovation, the Phantom V Fold - a phone that promises to unlock a new world of possibilities with its foldable design. At first glance, the Phantom V Fold is a marvel to behold. Its body measures 159.4x140.4x6.9mm when unfolded, and 159.4x72x14.2-14.5mm when folded. With a weight of 299g, the phone is relatively light, making it easy to carry around.

 

The Phantom V Fold's body is a combination of Gorilla Glass Victus, plastic, and aluminum. However, it's the Schott UTG foldable display that takes the cake. The 7.85-inch Foldable LTPO AMOLED display boasts 1 billion colors, a 120Hz refresh rate, and 1100 nits (peak) brightness. With a resolution of 2000x2296 pixels and a 10.3:9 aspect ratio, you get a stunning 388 pixels per inch. The cover display is no slouch either, with a 6.42-inch LTPO AMOLED display, 1B colors, 120Hz refresh rate, and 1100 nits (peak) brightness. The cover display has a resolution of 1080 x 2550 pixels and a pixel density of 431 PPI.

Under the hood, the Phantom V Fold is powered by a Mediatek Dimensity 9000+ (4 nm) chipset. The octa-core CPU comprises one Cortex-X2 core clocked at 3.20 GHz, three Cortex-A710 cores clocked at 2.85 GHz, and four Cortex-A510 cores clocked at 1.80 GHz. The GPU is a Mali-G710 MC10. The phone comes with either 256GB or 512GB of UFS 3.1 storage and 12GB of RAM.

The Phantom V Fold runs on Android 13 with Tecno's HiOS 13 Fold on top. It's also equipped with a triple camera setup on the back, consisting of a 50 MP wide (main) lens with f/1.9 aperture, a 50 MP telephoto lens with 2x optical zoom, and a 13 MP ultra-wide-angle lens with 120˚ field-of-view. The selfie camera is a 32 MP f/2.5 lens on the cover display, and there's an internal 16 MP f/2.5 camera as well. The rear camera can shoot 4K videos at 30fps, while the front camera can shoot 1080p videos at 60fps.

 

The phone is powered by a 5000mAh battery that supports 45W wired charging. According to Tecno, you can get 40% charge in just 15 minutes and 100% charge in 55 minutes. The Phantom V Fold also has a side-mounted fingerprint reader, NFC, FM radio, and stereo speakers.

Tecno has gone the extra mile with the packaging of the Phantom V Fold. The phone comes in a fancy box, which is as big as two regular phone boxes. The two strokes of a V meeting in the middle make for an eye-catching design, and the 'Beyond the extraordinary' cover only adds to the excitement. Inside the box, you'll find a snap-on back cover with kickstand functionality, the charger, and USB cable.

In conclusion, the Tecno Phantom V Fold is a remarkable phone that delivers on its promise of unlocking a new world of possibilities. With its foldable design, stunning displays, powerful hardware, and impressive cameras, it's a phone that's sure to turn heads. The Tecno Phantom V Fold is now available in all Tecno recommended stores, with a retail price of #695,000 (256GB+12GB) and #775,000 (512GB+12GB) respectively.