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Marketing in regulated industries

Updated: Oct 12, 2020

You know you have a great product or service but you cannot advertise because the industry you operate in is regulated when it comes to marketing and advertising. This article is just for you if you work in that kind of space...

Marketing in regulated industries

When it comes to marketing and advertising, not all businesses in Kenya can openly advertise because of the laws of the land. Doctors, for example, cannot openly advertise their practices to patients. They cannot tell patients to choose them because they are the best. Lawyers, as well, until recently, couldn't advertise their practices to potential clients. This was however recently changed allowing them to advertise once per quarter on print and TV.

Working in regulated industries means that you have to find means and ways to grow your organic or unpaid traffic to your business. It's a challenge, but it isn't impossible. We have some tried and test tips that will surely get your name out there:

1. Leverage recommendations from past clients

If your brand or product and service is so great, it will speak for itself. It's bound to be recommended by others. Word of mouth is still one of the strongest forms of marketing. So much so that it pivoted into influencer marketing online. People value recommendations from those they know and trust - family, friends, networks and people they look up to.

Give your clients great products and services so that they recommend you to others. Advocacy will do wonders for you in terms of organic marketing.

2. Register your business on e-directories

Find out where your consumers source their information when it comes to businesses in your industry. There are several online directories and apps where consumers connect with businesses like yours. Registering your businesses here can get your business some needed visibility that you may have otherwise missed.

3. Be where your consumers are

It is important to know where your consumers are so that you can 'meet' them there. Are they searching for businesses like yours on search engines? Do they search on social media? Do they ask people in groups?

Some digital consumer intelligence can get you insights on where your audience or target client can be found.

Find out more about Digital Consumer Intelligence

4. Build a website

Your website is your owned source of truth where you can put all the useful information that your potential consumer needs in order for them to make you their first choice. Remember to keep your website content within the bounds of the law.

Find out more about web design

4. Invest in Search Engine Optimisation (SEO)

Don't just stop at having a website. It isn't enough. Your website needs to be discoverable on search engines. Your website needs to be returned at the top of search engine results. Think of SEO as the road that leads searchers to your page. Invest in good SEO on your site and your site contents.

Find out more about search engine optimisation.

5. Position yourself as a thought leader through content marketing

Build your brand by being active in circles where your potential consumer are - from events, to blogs, to podcasts, to social and your team need to have a strong and trusted presence. You can gain your community's trust by answering their questions or educating them on various topics and matters. This will make them your brand advocates and strengthen your market-share.

Find out more about content marketing

6. Do some physical brand building

If you have a brick and mortar location where you operate, be sure to put prominent signage. Use branded merchandise and other marketing collateral, within the bounds of the law, to get people thinking and/or talking about your brand. Don't let your potential client miss it.

Find out more about branding/graphic design

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