Top 5 social media marketing strategies for SMEs in Africa

Top 5 social media marketing strategies for SMEs in Africa

September 8, 2021 0

Would you like to know the latest social media marketing strategies for SMEs in Africa? As a business owner, you probably spend so much time seeking the latest social media marketing strategies. And it’s not without reason. There are nearly twice as many active social media users today as there were only five years ago. Every day, these users spend an average of 2 hours and 25 minutes on social media.

Businesses can use these 2.5 hours to promote their businesses online. Some of the operations they can engage in include increasing brand exposure, cultivating consumer relationships, and making direct sales. 

Top Social Media Marketing Strategies for SMEs in Africa

Here are the top 5 social media marketing strategies for SMEs in Africa:

Start with a plan

We all use social media in our daily lives. Therefore we’re all familiar with the platforms. It costs nothing to set up a Facebook page for your company, post on Instagram or start a Twitter account.

Top 5 social media marketing strategies for SMEs in Africa
This is one of the most important social media marketing strategies

Before you jump in, don’t forget to draw up a social media marketing plan. You can use social media technologies for no cost. However, the time and effort you put in are still a huge investment. Without a plan, there will be no direction or means of tracking progress. That means you have no way of knowing if your investment is paying off. 

Set explicit, quantifiable, attainable, relevant, and timely goals. Ensure that you set goals based on indicators that will have a tangible impact on your company. Find out how your competitors are utilizing social media. Competitive analysis can come in handy here. Learning from their mistakes is a terrific approach to shorten your learning curve.

Choose the best platforms for your SME

Make no assumptions about where your target audience spends their online time. If you’re targeting Gen Z, you might think it’s wise to avoid Facebook in favor of Instagram and TikTok. That would be a mistake because roughly a quarter of Facebook users are between the ages of 18 and 24. When selling to baby boomers, social media should be your primary focus. Adults over 65 are the fastest-growing demographic on Facebook.

Perhaps you believe TikTok marketing isn’t suited for your company. Even well-known firms with audiences well beyond Generation Z are experimenting with this platform. Keep in mind that in December 2020 alone, TikTok had 56 million new app downloads.

You can utilize several social media platforms to reach different audiences or achieve different business objectives. Connect with them on multiple platforms for different objectives because the average internet user has 8.4 social media profiles

Know your audience

There are many benefits of using social media to boost the growth of your SME. One of them is the ability to micro-target audiences. To do this effectively, you must first determine who your target audience is. Begin by gathering information about your present consumers. Then use social media analytics to delve even deeper. You’ll soon see who’s buying from you and communicating with you on the internet.

Top 5 social media marketing strategies for SMEs in Africa
Figure out the preferences of your audience

After determining your target audience, you may construct buyer personas. Doing this assists you to figure out how to best communicate with them. A social media content calendar can come in handy here. It will assist you in determining when to post, where to post, and the appropriate material to post. 

Your social network calendar should contain a content mix strategy. Starting with the 80-20 rule is a good place to start. 80% of your content should be used to inform, educate, or entertain your audience. Then, use the remaining 20% to promote your business or sell your products.

Build relationships to expand

Social media marketing strategies for SMEs are vital to their survival. This is because these platforms allow them to communicate directly with their consumers and prospects. Rather than asking for a sale right away, you can create relationships over time. 

Respond to folks who engage with your organic content or adverts. Doing this aids in the formation of trust and a loyal following. You gain more popularity as people share and like your material, gaining new, free exposure.

There are over 1,000 potential Newsfeed posts for most Facebook users at any given time. Facebook utilizes engagement as one of the signals to anticipate which of those posts people are likely to see. Your followers are more likely to see your content if you build relationships with them.

Nurturing relationships can also aid in the development of a devoted following, which can lead to repeat sales over time. While acquiring new customers is important, don’t overlook the importance of customer retention.

So, aside from replying to follower comments on your posts, how else can you establish relationships? Facebook Groups are a fantastic method to create a sense of community and brand loyalty. Make an effort to network with other businesses and influencers in your field. They have the potential to help build brand trust.

Using contests and branded hashtags to collect user-generated content is a terrific method to get high-quality content for your social feed. UGC can also serve as a strong source of social evidence. Even better, publishing your followers’ content allows you to build relationships with some of your most ardent supporters.  Don’t forget to tag them when you publish their content. You’ll get a notification in your direct messages whenever a fan tags you in an Instagram Story. Make sure to share.

Sell your stuff with social commerce

In recent years, social media marketing has expanded to include social commerce.  This refers to the ability to sell your items directly through social media channels. It is one of the most effective social media marketing strategies for SMEs. 

Even if you don’t have a website, you may now sell your products and services using social shopping platforms. Instagram shopping, Facebook stores, and Instagram live shopping are examples of these tools. If you’re having problems coming up with eye-catching photographs for your posts, use tools to assist you. Some of our faves include VSCO, A Color Story, and Canva


Prioritize the quality of your work over the quantity of your social media posts. The sheer quantity of social media marketing strategies for SMEs today may appear daunting—but you don’t have to do everything. It’s more vital to provide high-quality content on a few critical channels than to be present on every network.

You won’t be able to do everything, and there’s no point in trying. Reach out to your target audience where they already spend their time online. Begin by mastering one or two social media channels. You can build on what you’ve learned from there and broaden your efforts as you go.

Above all, make sure your social media updates are useful. There is no incentive for people to follow you if all you do is pitch and sell. It’s important to remember that social media marketing is all about developing relationships. Be a human being, be truthful, and produce high-quality material. 

Linda Onyinyechukwu
Linda Onyinyechukwu
Linda Onyinyechukwu
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