Marketing in regulated industries

Updated: Nov 7, 2019

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. This article is just for you!

When it comes to marketing, not all businesses in Kenya can openly advertise because of the laws of the land. For example, doctors cannot advertise their practices to patients, advocates cannot advertise their practices to potential clients etc. The good news is that it isn't all doom and gloom. There is still a lot you can do to market your business without advertising it.

Here are a few tips to market without advertising directly to consumers:

1. Leverage on recommendations from past clients

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

2. Register in directories

Do your due diligence to find out where your consumers source their information when it comes to your industry. Make sure you are registered in those directories.

3. Build a website

This 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.

4. SEO.

It isn't enough to build a website. Your website needs to be returned at the top of search engine results. Invest in good SEO to your site and site content.

5. Position yourself as a thought leader

Build your brand by being active in circles where your potential consumer are - from events to blogs to social and your team need to have a strong and trusted presence.

6. Put a sign on your premise

If you have a brick and mortar location where you operate, be sure to put a prominent sign outside your building. Don't let your potential client miss it.

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