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