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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

Rwanda Day 2024 in Washington DC: Are Emerging Opportunities on the Horizon?

Rwanda Day 2024, the 11th edition of the annually celebrated diaspora event, is set to take place on February 2 and 3 in Washington D.C., marking its return after a temporary halt due to the Covid-19 pandemic. Thousands of Rwandans and friends of Rwanda will gather to reflect on the country's development and explore avenues for their contributions.

This highly anticipated event not only provides a platform for the Rwandan Diaspora community to meet and engage with President Paul Kagame but also serves as a valuable opportunity for the youth in Diaspora. Discussions aligning with the country's agenda include topics relevant to the youth, fostering engagement and offering a space for their ideas and concerns.

The impact of Rwanda Day extends beyond cultural and social aspects. It plays a crucial role in contributing to the economy and emerging job sectors. Through discussions and networking opportunities, participants explore avenues for collaboration, business ventures, and investments, fostering economic growth and innovation. As Rwanda focuses on commemorating significant milestones, including 30 years of rebirth after the 1994 Genocide against the Tutsi, elections, and the 20th edition of Kwita Izina, Rwanda Day remains a catalyst for youth empowerment, economic development, and advancement in emerging job sectors. Over the past decade, the event has consistently been held in various cities in Europe and the Americas, reinforcing its significance in shaping Rwanda's future.

• Embracing Crypto Payments in Africa.
  
  A cryptocurrency payment gateway is a payment processor for digital currencies, similar to payment processors gateways and acquiring bank credit cards use. Cryptocurrency gateways enable you to accept digital payments,and receive fiat currency immediately in exchange.
  
  Crypto payments are faster and cheaper than traditional international money transfers, which means Africans can keep more of their money instead of paying large currency exchange rates, transfer rates, or other fees. With cryptocurrencies like BTC, there is no need for third-party intermediaries; you can send money directly from one person or company to another, without paying extravagant fees or waiting days on end for transactions to clear through traditional financial institutions.
  
  This is a huge boon to small businesses and startups looking to grow their customer base without needing more resources or access to traditional banking systems. Peer-to-peer exchanges keep more money in African pockets.
  
  This makes crypto ideal when speed and cost savings matter most. Still, it also has applications outside those realms. Businesses can use crypto as an alternative payment method when traveling abroad or sending funds abroad via remittance services like Western Union or MoneyGram.
  
  For some Africans, cryptocurrency is seen as a vital tool to preserve and build wealth. Blockchain is helping African diasporas send money to families cheaply and securely. Crypto is increasingly seen in shops and markets. With countries like Nigeria becoming hotbeds for crypto adoption, it's no wonder we're seeing more African businesses adopting crypto payments.
  
  Africa’s cryptocurrency adoption is silently on the rise. Tech-savvy Ghanans, Nigerians, and South Africans are leading the crypto movement, adopting Bitcoin, stablecoins, and other cryptocurrencies to instead of tradit

Cryptocurrency adoption has continued to ride and thrive like a moving train, despite the hurdles that have stood in front of the industry. On a continent that was once believed to be an ancient relic of a primitive time, cryptocurrency has turned out to be of great interest to young Africans. In Nigeria, for instance, there are different perceptions of the industry. Some believe anything that has cryptocurrency in it is a scam, while others believe it is simply a get-rich-quick scheme. Thanks to various organizations and companies that have dedicated their time to organizing events to cure myopia among the African populace, we are getting a better idea of what the industry really is about. Before we get into the topic of the day, let's know what cryptocurrency wallets are.

What Are Cryptocurrency Wallets?

Cryptocurrency wallets are digital wallets used to store digital assets like Bitcoin and Ethereum securely. According to the Coinbase website, "crypto wallets keep your private keys—the passwords that give you access to your cryptocurrencies—safe and accessible, allowing you to send and receive cryptocurrencies like Bitcoin and Ethereum. They come in many forms, from hardware wallets like Ledger (which looks like a USB stick) to mobile apps like Coinbase Wallet, which makes using crypto as easy as shopping with a credit card online."

 Cryptocurrency wallets are not like traditional wallets. Unlike a physical wallet that can be stolen or lost, a crypto wallet is a digital asset that can be easily accessed by hackers if not secured properly. They are computer or mobile software programs that employ an internet connection to connect to the blockchain network of the cryptocurrency you're making use of. Cryptocurrencies aren't just kept anywhere. They are pieces of data saved in an organized database or ledger. These pieces of information are dispersed throughout the database; nevertheless, the wallet locates all the pieces connected to your public address and adds up the total for you via the app's UI.

Using these applications, sending and receiving cryptocurrency is incredibly simple. Several options are available for sending and receiving cryptocurrency from your wallet. The standard procedure is to enter the wallet address of the receiver, select an amount to transfer, sign the transaction using your private key, add funds to cover the transaction fee, and send it.

There are two types of wallets, custodial wallets and non-custodial wallets. Custodial wallets are hosted by a third party, which might be a company that offers high-level data security technologies used by companies to protect and safeguard their data. Some crypto exchanges offer these services to their customers. Non-custodial wallets are wallets where you are responsible for securing your keys. This is the type of wallet that most cryptocurrency wallets on devices use. There are also two categories of wallets: hot and cold. A hot wallet is one that has an internet connection, while a cold wallet does not.

Now that we have basic knowledge of what crypto wallets are, let's explore some of the best practices to keep your wallet safe.
 
1. Choose a Reputable Wallet Provider: The first step in securing your cryptocurrency wallet is to choose a reputable wallet provider. Do thorough research before selecting one, and find out which providers have a strong history of safe operations. Some popular wallet providers to consider include Trust Wallet, Ledger, Trezor, and MyEtherWallet, while you could also consider saving your funds with crypto exchanges like CoinW and Binance.
 
2. Use Two-Factor Authentication: Two-factor authentication adds an extra layer of security to your wallet. It requires you to enter a code generated by an app or sent to your phone before accessing your wallet. This can help protect your wallet against hacking attempts.
 
3. Keep Your Private Keys Safe: Your private key is like the password to your cryptocurrency wallet. If someone gets hold of it, they can easily access your funds. Never share or store your private key online. Instead, store it on an offline device like a hardware wallet or a paper wallet.
 
4. Use a Strong Password: A strong password should be complex and contain a mix of uppercase and lowercase letters, numbers, and symbols. Avoid using easy-to-guess passwords like your name or birthdate. Change your password regularly and do not use it on any other online accounts.
 
5. Keep Your Wallet Software Up-To-Date: Keeping your wallet software up-to-date is important because it ensures that any security loopholes are fixed. Developers often release updates to address any vulnerabilities identified in the previous version.
 
6. Backup Your Wallet Regularly: If you lose access to your wallet or forget your password, a backup can save you. It is important to store backups of your wallet on other devices in case your primary device is damaged or lost.
 
7. Be Cautious of Phishing Scams: Phishing scams are common in the cryptocurrency space. Fraudsters often send fake emails and messages asking for your private keys or other sensitive information. Always verify the authenticity of any email or message before responding.
 
In conclusion, securing your cryptocurrency wallet requires a bit of effort, but it is worth it to protect your assets. By following the best practices outlined above, you can help keep your crypto wallet safe from hackers and other types of security breaches.

     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.

The current new narrative in the cryptocurrency space has been the Brc-20 and its opportunities therein, it is the existing network on the Bitcoin blockchain and it leverages on the Bitcoin popularity and sovereignty alongside its security and decentralized nature. 

It’s inspired by the Ethereum ERC-20 token standards but with quite a notable difference between the duos, as the former leverages on ordinal inscription on satoshi to create its tokens. While the later uses smart contracts codes built on the Ethereum Virtual Machine (EVM) on the Ethereum blockchain to create its tokens. 

What’s Brc-20 Token Standards?

This is an experimental token standard that uses ordinal inscriptions to enable minting and transfer of fungible tokens on the bitcoin blockchain. Brc-20 token was introduced on the 9th of March, 2023 by a pseudonymous blockchain enthusiast known as ‘Domo’ and on the same day, he launched the first brc-20 token known as ‘Ordi’. 

Since then, there have been about 24,677 of Brc-20 tokens in existence on the network. The current market capital is $472,554,369 with a 24 hours trading volume of $206,705,219 as the time of filing this report. Top meme tokens on brc-20 are the Ordi, with a market capital of $318,000,704 and a price of $15.14 though with an all-time high of $27, others are Oshi and Pepe. There’s usually a limit to be minted per time.  

How is Brc-20 token created?

The brc-20 fungible tokens are created by attaching a Javascript Object Notation (JSON) to satoshi through bitcoin ordinals. This JSON code bit defines every features of the brc-20 tokens such as minting and distribution and the bitcoin network decodes this information once deployed. 

Bitcoin Ordinals: is the systematic numbering and transferring of every satoshi on the Bitcoin network according to its order of issuance. Satoshi is the smallest unit of currency on the bitcoin network, 1 Bitcoin is equals to 100,000,000 satoshis. Other usecases of the brc-20 is the Ordinal NFTs.

Ordinal NFTs are non-fungible tokens and they are created by attaching a digital asset file, e.g. images to satoshi. The brc-20 tokens are minted and spent like any other normal tokens. A bitcoin ordinal wallet is required to mint brc-20 tokens with a limit for each mint. 

Platform needed to interact with Brc-20 network

There are several platforms where one can mint, buy/sell and transfer brc-20 tokens such as on brc-20.io, ordinalswallet.com and unisat.io, though the minting option is yet to be available on the later. Don’t forget that you need to create a wallet with any of them and fund with Bitcoin for gas fees

Opportunities in Brc-20 token networks

Just like in any other blockchain networks, opportunities abound, such as peer-to-peer trading on the network’s exchange as one can decide to be a merchant.

Secondly, arbitrage trading opportunity where one can mint or buy from the brc-20 network exchange at a cheaper rate and then sell in the centralized exchange with some profits. 

And lastly, is the that brc-20 tokens can as well be used for decentralized finance (DeFi) on the bitcoin blockchian, since brc-20 tokens are flexible and so can be integrated into decentralized exchanges, lending protocols and yield farming systems. 

In conclusion, the brc-20 tokens are experimental token standards that uses ordinal inscriptions to enable the minting and transfer of fungible tokens on the Bitcoin blockchain and it has had an eruptic effects on the bitcoin networks within its few months of inceptions, it has had a market capital of $472,554,369 million with about 24,677 tokens already deployed. Opportunities in this network are the P2P and arbitrage trading and the DeFi protocols on the network among others. The brc-20 token network though experimental but seems it has come to stay.

Retroactive airdrops have become one of the most popular ways for crypto enthusiasts to earn free money in the space especially in decentralized finance (DeFi). 

Retro-active airdrops usually occurs when a new and existing blockchain releases their new native token to their early adopters as a way to reward them for actively using their protocol and for believing in them and enhancing their early stage growth. The worth of these airdrops are usually mouth-watering, usually running in thousands of dollars per participant. This airdrops usually involve a testnet- the use of free tokens ‘goerli faucet’ or their free native token to test their protocols and the mainnet- the use of ethereum worth few dollars to conduct a live testing of their protocol.

Airdrop is basically giving of cryptocurrency to user’s wallet for free. It’s a marketing tool for crypto start-ups to amass user base for its project, thereby enhancing their crypto project adoption. In this article, we shall be explore the secrets to earning free money via retro-active airdrop, some past renown retro-active airdrops and some potential retroactive airdrops in the near future.

5 Secrets to earning free money in retroactive airdrop

1. Identify token-less protocols: Identify these token-less protocols and interacts with their ecosystems so as to position yourself for their potential retroactive airdrops and ensure to follow them on their social media handles for possible news. These token-less protocols are sometimes new narratives in the ecosystem

2. Learn the technicalities involved: In running testnet or mainnet airdrops, you need to be knowledgeable about how to swap, bridge, provide liquidity, mint NFTs and trade on exchanges running on the protocol 

3. Be patient and consistent in testing out the protocols: while interacting with the chains on the protocol, it can sometimes be time consuming and also series of repeated transactions are required of you to amass number of transactions on their explorer as your duration and number of transactions are yardsticks for eligibility.

4. Join an active community: This is where you can learn the rudiments of the airdrops, get prompt information on trending potential projects in this regards and for accountability to follow through. Looking for such community –Tech Nexus Academy is one among others.

5. Keep an eye on the potential airdrop project: This you can do by actively following their social media handles so as to know when you can participate and claim your airdrop, as failure to claim within the stipulated time leads to loss of the airdropped tokens.

Some notable retro-active airdrops in the past

1. The Uniswap airdrop: In September, 2020, this Ethereum-based decentralized exchange airdropped the sum of 150 million governance tokens named UNI to its early user, where each participant could claim 400 UNI worth $1,000 as at the time.

2. DYDX: A decentralized exchange airdropped 7.5% of its token supply to its active users in 2021. Some users got as much as 9,529 token per person, some surpassing $100,000 per person as at the time of launch @ $10.28 per tokens.  

3. Arbitrium: This layer 2 blockchain recently on 23rd march, 2023, rewarded its active early users with 1.162 billion ARB tokens, with a maximum of 10,200 ARB per wallet depending on the user’s number, volume and value of transactions at the time. 

A wallet received as much as 1.4 million of ARB tokens from multiple addresses worth about $2,000,000 as at then. 

4. SUI: A layer one blockchain, the most recent, on May 3rd, 2023 just rewarded its early users with about $2000 worth of their native tokens per person. Sui earmarked 594 million of its token to active users while it was listed at $2 price. 

Some potential retroactive airdrops in the future are ZkSync, Layerzero, Starknet, Linea ConsenSYS, Sei, Scroll, KLayer3, zkEVM, Venom and Base among others.

In conclusion retroactive airdropped are free money given as tokens to active users of a token-less protocol, which usually run in thousand (s) of dollars. The secrets to getting such airdrops could be identifying token-less protocols and interacting with their ecosystem, learning the technicalities involved, being patient and diligent in testing their protocols, joining active crypto community and by keeping an eye on the project’s social media handles. Major retroactive airdrops in the past were Uniswap, Dydx and Arbitrium which airdropped thousands of dollars-worth of their tokens to their eligible early users. There are also many potential retroactive airdrops in the future for one to take advantage of.