What SMEs can learn from big brand strategies

What MSMEs can learn from Big Brands’ Marketing Strategies

by with One Comment Digital MarketingDigital Transformation

When it comes to marketing, big brands often set the benchmark for innovation and success. But even if you’re a micro, small, or medium-sized enterprise (MSME), you can still draw lessons from their strategies – particularly in areas like personalisation, data-driven decision-making, and real time engagement. Today, we’ll explore key strategies from brands like Nike and Spotify, alongside local heroes like Nando’s and Chicken Licken, and how MSMEs can apply these insights to build a powerful inclusive digital presence.

Customer-Centric Approach: Coca-Cola’s Personalised Campaigns

What Big Brands Do: Coca-Cola’s “Share a Coke” campaign was a global hit, personalising bottles with people’s names to build consumer engagement. Not forgetting how it was localised for South Africa through the addition of the Phonetic Can. This strategy made customers feel personally connected to the brand, sparking widespread social media interaction and sharing.

How MSMEs Can Apply It: While you may not have Coca-Cola’s budget, you can still create personalised experiences for your customers. Whether it’s addressing customers by name in emails, offering custom promotions based on buying history, or simply engaging on social media, small personal touches go a long way in building loyalty.

Cultural Relevance and In-Moment Marketing: Nando’s & Chicken Licken

What Big Brands Do: In South Africa, Nando’s and Chicken Licken have become famous for their witty, culturally relevant marketing. Nando’s is known for its cheeky, satirical ads that tap into current events and political commentary. Chicken Licken, on the other hand, focuses on “Soul Food” through humorous storytelling that resonates with local humour and societal quirks. Both brands expertly leverage in-moment marketing, which capitalises on timely, relevant events to engage their audience.

Chicken Licken SA – When love is tough, Love Me Tender®

How MSMEs Can Apply It: MSMEs don’t need huge budgets to be culturally relevant. Keep an eye on current events or trends that resonate with your local audience and find creative ways to integrate them into your marketing. Use social media to respond quickly to relevant moments, whether it’s a trending topic, a local event, or even a humorous take on daily life in your community. The key is to stay authentic and true to your brand while riding the wave of relevance.

Consistency Across Channels: Spotify’s Unified User Experience

What Big Brands Do: Spotify is a leader when it comes to creating a seamless, unified experience across its app, website, and social media. Whether you’re discovering music on your phone, desktop, or tablet, the interface and branding remain consistent, providing a smooth user journey. Spotify’s personalization features, like custom playlists, further enhance the feeling of a cohesive, tailored experience.

How MSMEs Can Apply It: Even without a multi-million-dollar budget, consistency is achievable. Ensure your brand’s tone, visual identity, and messaging align across all platforms—whether it’s your website, email campaigns, or social media. Free tools like Canva can help you maintain brand visuals, while a content calendar can keep your messaging consistent.

Leveraging Influencers: Nike’s Collaborations with Athletes

What Big Brands Do: Nike’s partnerships with athletes and influencers have been integral to their brand success. By associating with inspirational figures, Nike positions itself as more than just a sportswear company—it becomes part of its customers’ aspirations.

How MSMEs Can Apply It: You don’t need to partner with global celebrities to harness the power of influencer marketing. Micro-influencers or local personalities can offer the same benefits for a fraction of the cost. These individuals typically have smaller but highly engaged followings that align with your business niche. Partner with local influencers to boost your brand’s visibility and credibility.

Data-Driven Decisions: Amazon’s Use of Customer Data

What Big Brands Do: Amazon has mastered the art of using data to optimise everything from product recommendations to delivery efficiency. Their ability to analyse customer behaviour helps them stay ahead of the competition by offering personalized, targeted experiences.

How MSMEs Can Apply It: Data doesn’t have to be intimidating or expensive. MSMEs can use free tools like Google Analytics or Facebook Insights to understand their customers’ behaviors and preferences. This data will help you optimize your website, adjust marketing strategies, and make informed decisions that can drive growth without spending a fortune.

Storytelling: Nike’s ‘Just Do It’ Campaign

What Big Brands Do: Nike’s storytelling is centered around human perseverance and achievement, and their iconic “Just Do It” campaign reflects that spirit. The message isn’t just about selling shoes; it’s about empowering people to overcome obstacles and push their limits.

How MSMEs Can Apply It: Storytelling is one of the most powerful tools for MSMEs. Share your business journey—how you started, the challenges you’ve overcome, and the value you bring to your customers. Use blog posts, videos, or even social media to tell your story in a way that connects emotionally with your audience.

Conclusion

Big brands like Coca-Cola, Nike, Nando’s, and Chicken Licken offer valuable lessons in digital marketing. By focusing on customer-centric strategies, leveraging influencers, and creating culturally relevant content, MSMEs can apply these principles on a smaller scale to engage their audience and drive growth. Whether it’s through real-time marketing or consistent storytelling, these strategies can help your business thrive in the digital age.

Featured image, Tim Mossholder, Unsplash

Using Canva for Inclusive Design with a screenshot of the Canva App. Igniting MSMS Success - Level Up your digital

Canva: Easy to use design app for SMEs

by with One Comment Creative

Unlock Your Business’s Visual Potential and Make a Difference.

In today’s digital age, visual content is king and we have spoken about inclusive design and various tools to help you navigate the marketing space. From social media posts to marketing materials, businesses of all sizes need compelling visuals to connect with their audience. But for many Micro, Small, and Medium Enterprises (MSMEs), professional design can seem out of reach. Not any more with Canva, the user-friendly design platform, is here to empower you to create stunning visuals that resonate with your target market and reflect your commitment to inclusivity.

Canva is also affordable with Pro coming in at just R110,00 per month which is further discounted should pay for the full year, at just R900,00 per annum.

Why is Canva a Game-Changer for SMEs?

  1. Accessibility: Canva’s intuitive interface makes design accessible to everyone, regardless of technical expertise.
  2. Affordability: With a range of free and premium options, Canva fits within any budget.
  3. Diversity: Canva offers a vast library of templates, images, and elements that cater to diverse audiences, ensuring inclusivity in your designs.
  4. Efficiency: Create professional-looking graphics quickly and easily, saving you time and resources.

Using Canva for Inclusive Design

South Africa, our beautiful Rainbow Nation, consists of diverse cultures, languages and traditions. Our rich cultural heritage makes it crucial to reflect the country’s diversity in your business. Here is how you can navigate this space successfully:

  • Choose inclusive imagery: Opt for images that represent people from diverse backgrounds, ages, abilities, and ethnicities.
  • Use inclusive language: Avoid stereotypes and generalisations in your text.
  • Consider colour accessibility: Ensure your colour combinations are accessible to people with visual impairments.
  • Be mindful of cultural sensitivity: Research and understand the cultural nuances of your target audience.

How Do You Translate Inclusive Design into Canva?

Canva offers several features to support inclusive design:

  • Diverse stock photos: Access a wide range of images featuring people from various backgrounds.
  • Colour palette generator: Create colour combinations that are visually appealing and accessible.
  • Customisable templates: Adapt templates to fit your brand and audience, incorporating elements that resonate with diffferent cultural groups.
  • Magic Studio: This innovative AI-powered tool can generate diverse characters, settings, and scenes, helping you create inclusive visuals that reflect inclusivity in your design.
Source: https://www.canva.com

Get Started with Canva

Ready to elevate your MSME’s visual game? Sign up for Canva and start exploring its endless possibilities.

Reach out to hello@levelupyourdigital.africa with any questions you might have. We’re happy to always offer free advice to help you grow your business.

Remember, design is a powerful tool for building connections and creating a positive impact. Let your creativity shine!

An image of diverse arms representing the importance of inclusive design in digital marketing.

Inclusive Design for Marketing: How to Reach & Engage a Wider Audience

by with One Comment CreativeDigital Marketing

In our previous posts on creative marketing and creative design tools, we’ve explored how impactful visuals can elevate your brand. But design isn’t just about looking good; it’s about connecting with your audience in a meaningful way.

At Level Up your digital, we believe in fostering a digital space where everyone feels seen and heard. This commitment to inclusivity guides not only our content, but also how we encourage you to approach your own marketing design by introducing you to inclusive design principles.

Designing for Everyone: Why Inclusivity Matters

Inclusive design means creating visuals that are accessible and welcoming to people from all walks of life. This goes beyond avoiding offensive imagery; it’s about considering:

  • Visual Impairments: Use high-contrast colors, clear fonts, and alt text for images.
  • Cognitive Differences: Structure your designs logically, avoid clutter, and use simple language.
  • Cultural Sensitivity: Be mindful of cultural symbolism and avoid stereotypes.

When you design inclusively, you’re not just doing the right thing; you’re expanding your potential audience and building a brand that resonates with a wider range of people.

How to Implement Inclusive Design

Let’s take those creative design tips from our previous post and infuse them with inclusivity:

  1. Social Media Templates: Use diverse imagery that reflects your audience. Include captions or alt text that describe visuals for screen readers.
  2. Email Newsletters: Ensure color palettes are easy to read for people with colorblindness. Use clear headings and bullet points to make content scannable.
  3. Infographics: Keep the layout simple and avoid overwhelming amounts of text. Offer alternative text formats, like audio descriptions, for people who prefer to listen to information.

Additional Tips for Inclusive Design

  • Get feedback: Ask people from diverse backgrounds to review your designs.
  • Test for accessibility: Use online tools to check your website and designs for accessibility issues.
  • Stay informed: Design trends and technology are always evolving. Keep learning about new ways to make your designs more inclusive.
An image with the text Dos and Don'ts relating to Inclusive Design

Dos

  • Do use diverse imagery that reflects your audience.
  • Do include captions or alt text for images.
  • Do use high-contrast colors and clear fonts.
  • Do structure your designs logically and avoid clutter.
  • Do use simple language and avoid jargon.
  • Do test your designs for accessibility.
  • Do get feedback from people with disabilities.

Don’ts

  • Don’t use offensive imagery or stereotypes.
  • Don’t rely on color alone to convey information.
  • Don’t use text that is difficult to read.
  • Don’t use flashing or flickering images.
  • Don’t make your content inaccessible to people with disabilities.

By following these dos and don’ts, you can create inclusive designs that reach a wider audience and make your brand more welcoming to everyone.

Conclusion

Inclusive design is not just a trend; it’s a necessity. By creating designs that are accessible and welcoming to everyone, you can build a more inclusive and equitable world.

Remember: Inclusivity is a journey, not a destination. It’s about continuously striving to create a digital space where everyone feels welcome. By embracing inclusive design principles, you’re not only improving your marketing, but also contributing to a more equitable and welcoming online world.

We invite you to join us on this journey. Together, we can level up the digital landscape for everyone.

Photo by Clay Banks on Unsplash

A user wearing a VR headset and interacting with a virtual customer in a metaverse store.

Metaverse for Small Business: Your Guide to Virtual Growth

by with No Comment Digital MarketingDigital Transformation

Let’s step out of our everyday realities and talk about the metaverse for a bit. While it may not be your everyday business concern, exploring the metaverse is a leap into the digital future that could open up exciting new avenues for your brand.

What is the Metaverse, Really?

The “metaverse” is everywhere these days, but what does it really mean for your small business? Beyond the hype and virtual reality headsets, the metaverse for small business is a concept that’s reshaping how we connect, work, and even make money online. Don’t worry if it seems a bit overwhelming; let’s break it down together.

Think of the metaverse as a network of virtual worlds. Instead of just browsing websites, you can step into these worlds, interact with others as avatars, attend events, shop, and even work. Its kind of like the internet, but more immersive and interactive.

Why Should Small Businesses Care?

  • New Ways to Connect: The metaverse opens up fresh opportunities to reach your audience. Imagine hosting virtual product launches, workshops, or even a virtual storefront where customers can “walk” around and browse.
  • Enhanced Engagement: You can create experiences that go beyond traditional social media posts. Picture your customers trying on clothes virtually or attending a concert by their favorite artist – all within your branded space.
  • Global Reach: Physical location becomes less of a barrier in the metaverse. You can reach customers from all over the world in a way that feels more personal than a website.
  • Level Playing Field: For small businesses, the metaverse can be a game-changer. It offers a chance to compete with bigger companies by creating unique, engaging experiences.

Getting Started: Tips for Small Businesses in the Metaverse

So while this might feel a little out of reach at the moment or much further down the road, nothing stops you from researching and learning about the metaverse so that you’re not caught on the backfoot, you might be surprised with what is already here and possible. Here are some tips on how you can go about getting started:

  1. Educate Yourself: Explore existing metaverse platforms and get a feel for what’s possible.
  2. Start Small: You don’t need a huge budget. Experiment with virtual events or create a simple presence on a platform to learn what resonates with your audience.
  3. Partner Up: Collaborate with other businesses or creators. This can help you share resources and reach a wider audience.
  4. Focus on Accessibility: Not everyone has access to high-end VR equipment. Design experiences that work on various devices, including phones and computers.
  5. Embrace Diversity: Make sure your virtual spaces are welcoming to people of all backgrounds, abilities, and identities. Use diverse avatars and create content that reflects the richness of your community.
  6. Get Creative: The metaverse is a place for imagination. Think outside the box! Offer experiences that are unique to your brand and resonate with your target customers.

Platforms to Explore

We all have heard about Roblox at some point or another but here are some other affordable platforms to get started in the metaverse. Some even have free options:

  1. Gather.town: This platform offers customizable 2D virtual spaces that are perfect for hosting online events, workshops, or even a simple virtual office. It’s easy to use and has a free tier with limited features, making it ideal for experimentation.
  2. Spatial.io: This platform specializes in creating 3D virtual spaces for showcasing products or hosting virtual exhibitions. They offer a free plan with limited space and features, allowing you to test the waters without a significant investment.
  3. Second Life: While older than other platforms, Second Life still has a large and active community. It offers a lot of flexibility for creating virtual spaces and experiences, and the free tier is sufficient for experimenting and learning the ropes.
  4. Microsoft Mesh: This platform from Microsoft enables collaborative experiences in mixed reality, allowing users to interact with 3D content and each other in a shared virtual space. While still under development, it offers potential for businesses to create immersive experiences without the need for expensive VR hardware. I have included a link to a pretty cool video on YouTube to show you what they’re hoping to achieve.

Inclusivity Matters

As we explore this new digital landscape, it’s crucial to build a metaverse that is inclusive for everyone. That means considering diverse needs and preferences from the very beginning. When you create virtual spaces, make them accessible to people with disabilities, offer content in multiple languages, and foster a welcoming atmosphere for everyone.

The Future is Virtual

The metaverse is still in its early stages, but it’s a space with huge potential for small businesses. By taking the time to understand this new landscape and exploring its possibilities, you can position your business for success in the digital future. Are you ready to level up?

Image by rawpixel.com on Freepik

an image of a mobile with facebook on the screen depicting social commerce

MSME Growth: Learn About Social Commerce

by with No Comment Digital Marketing

Micro, Small, and Medium Enterprises (MSMEs) are entering a new era of digital commerce—and it’s not just e-commerce. Social media has transformed from an engagement platform into a powerful tool for sales and growth. Social commerce, which blends social media’s reach with the convenience of online shopping, has emerged as a key driver of this shift. While this guide focuses on the purchasing aspect, understanding all facets of social commerce is crucial to unlock its full potential.

So What Exactly is Social Commerce?

Social commerce is a multifaceted concept with various elements contributing to successful online transactions. In essence, it empowers consumers to purchase directly on social media, streamlining the path from product discovery to purchase. This is particularly beneficial for African MSMEs, as it expands their audience reach and simplifies transactions.

These components of social commerce are:

  • Community Building: Creating a loyal customer base through shared interests and engagement.
  • Reciprocity: Offering value to customers to encourage loyalty and advocacy.
  • Authority: Establishing your brand as a credible and trustworthy source.
  • Social Proof: Using customer reviews and user-generated content to build trust.
  • Scarcity: Highlighting the exclusivity of products to create a sense of urgency.

The Power of In-Feed Shopping

In-feed shopping lies at the core of social commerce. By integrating shopping features directly into social media feeds, it revolutionises the buying journey with a seamless path to purchase. For instance, features like product tags in posts and stories allow businesses to showcase products where consumers are already engaged. This not only boosts product visibility but also simplifies buying, increasing sales conversions.

Furthermore, this streamlined buying process reduces the steps from discovery to purchase, minimising cart abandonment. Social algorithms enhance personalisation by curating product visibility based on user preferences, creating a more relevant shopping experience.

How can MSMEs leverage In-Feed Shopping for Growth?

  • Showcase your products effectively: Utilise high-quality visuals and compelling descriptions to attract attention. Highlight your best-selling or most attractive items in your social media content.
  • Engage with consumers: Foster relationships with your audience by responding to comments and messages promptly.
  • Utilising social proof: Share customer testimonials and reviews to build trust and credibility.
  • Offer promotions: Create exclusive deals and discounts to encourage purchases directly through social media.
  • Use a clear Call-To-Action (CTAs): Encourage immediate purchases with compelling CTAs
  • Provide detailed product information: Offer all the information a customer needs to make an informed decision within the social media platform.

Implementing Social Commerce Strategies

For MSMEs eager to harness the potential for social commerce, here are actionalble steps to integrate in-feed shopping into your digital strategy:

  1. Optimise Product Listing: Ensure that the products featured in your social feeds has a detailed description, high-quality images, and clear pricing information.
  2. Engage and Interact: Use social media features like polls, comments, and direct messages to engage with your audience and encourage interaction with your product listings.
  3. Leverage Influencer Partnerships: Collaborate with Influencers who resonate with your target audienceto showcase your products and expand your reach.
  4. Monitor and Adapt: Keep track of your social performance through analytics tools provided by social platforms to understand what works and refine your approach.
  5. Encourage Social Sharing: make it easy for customers to share their purchases and experiences with your products on their social media, enhancing your brands visibility and credibility.

In conclusion, by implementing these strategies, MSMEs can effectively utilise social commerce to connect with consumers and drive sales directly from their social media platforms.

Photo by Timothy Hales Bennett on Unsplash

Inclusive SEO

Inclusive SEO: Thrive in a Diverse Landscape

by with No Comment Digital MarketingDigital Transformation

At Level Up your digital, we believe in the power of inclusivity, so much so, that we even published an Inclusivity commitment that is referenced every once in a while on our blog posts. We do this because our mission is to create a space where every individual, regardless of background, identity and experience, feels seen, heard and valued. This commitment extends to our approach to Search Engine Optimisation (SEO), as we aim to provide actionable insights that are accessible to all, especially the micro, small, and medium-sized enterprises (MSMEs) in Africa.

In keeping with the theme of Inclusivity, we will start with the definition of SEO before we move into Inclusive SEO.

What is Search Engine Optimisation (SEO)?

SEO increases both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (organic) search engine results. It helps you understand what people are searching for online, the answers they seek, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for information related to your business.

What is Inclusive SEO?

Inclusive SEO takes SEO a step further by ensuring that diverse audiences can access and find the content relevant. It involves creating content that avoids terms that might exclude marginalised groups of people and favours alternatives that are less likely to cause harm or feel exclusionary. Inclusive SEO aims to make everyone fell welcome on your website, which can increase engagement, improve user experience, and ultimately, contribute to better SEO performance.

The difference is in the approach with traditional SEO focusing on optimising for search engines and Inclusive SEO focuses on optimising for both search engines and a diverse human audience.

Why Inclusivity in SEO Matters

Inclusivity in SEO isn’t just about reaching a diverse audience: it’s about creating content that resonates with everyone. It means that you create a digital presence that reflects the varied voices and experiences of your community and those you serve. For African MSMEs, inclusivity in SEO and content marketing is very important because:

  • Inclusivity levels the playing field. Larger organizations often overshadow smaller businesses’ online presence due to having more resources for digital marketing. Inclusive SEO practices help ensure that MSMEs are visible and competitive in search results.
  • Africa is a continent rich in diversity, with numerous languages, cultures, and consumer needs. Inclusive content marketing allows MSMEs to reflect this diversity, resonate with a broader audience, and meet the specific needs of various communities.
  • When MSMEs embrace inclusivity, they tap into a wider range of perspectives and ideas. This can drive innovation and lead to more effective and creative solutions.
  • Inclusivity in digital strategies ensures that growth isn’t just for the short term, but is sustainable. It helps build loyal customer bases and communities that feel represented and understood.
  • There’s an ethical imperative for businesses to be inclusive, ensuring that the benefits of digital transformation and the digital economy are accessible to all, not just a privileged few.

By focusing on inclusivity as an African MSME, you can create equitable opportunities for success and contribute to the overall economic growth and stability of your communities.

Actionable Strategies for African MSMEs

Here are some SEO strategies tailored for African MSMEs that are both effective and inclusive:

  1. Understand Your Audience – Create content that speaks directly to the needs and interests of your audience. Use language that is clear and avoid jargon. Remember, not everyone is an expert or has a basic understanding of your product and services.
  2. Localise Your Contact – Tailor your content to reflect local cultures, languages, and interests. This helps in building a strong local presence and connects with your audience on a deeper level.
  3. Leverage Free and Accessible Tools – There are many free tools available that can help improve your SEO without breaking the bank.

Your Path Forward

As MSMEs in Africa, you are the architects of innovation and the engines of growth in our economy. The digital landscape is vast and often challenging, but it is also ripe with opportunities for those who navigate it with intention and inclusivity.

Inclusive SEO and content marketing can be your ally and should not be seen as just another strategy. It should be a commitment to ensuring that your digital presence resonates with every member of your diverse audience. By ensuring accessibility and relevance, you’re not just improving your search rankings – you’re building a community.

The power of the internet is not just in connecting us to information but to each other. Your efforts in SEO and content marketing are more than just business tactics; they can be powerful statements of your values and vision for a more inclusive future.

Stay tuned as we explore practical tools that will simplify your SEO journey, making it more accessible and effective for your business. We’re committed to helping you find solutions that fit your needs and budget, so you can focus on what you do best—growing your enterprise.

Ff you’re not keen on waiting and want to try and get started right away then have a look at this article that talks about free SEO Tools.

Until next time, let’s continue to ignite the spark of MSME success.

Learn how MSMEs can harness AI for automation. AI for MSMEs.

MSMEs can leverage AI for Automation and Insights

by with One Comment Artificial IntelligenceDigital Transformation

MSMEs are vital to economies, but staying competitive in today’s world requires more than hard work. Utilising AI can automate tasks, uncover data insights, and empower businesses. Affordable options and gradual integration make AI accessible. AI not only enhances capabilities but also allows MSMEs to contribute positively to the future.

Mobile phone with digital icons

Direct Messaging in the Age of POPIA

by with One Comment Digital MarketingDigital Transformation

Direct Messaging is a key marketing tool for micro, small, and medium-sized enterprises (MSMEs), but it must adhere to personal data laws like South Africa’s Protection of Personal Information Act (POPIA). POPIA, implemented in 2021, regulates data usage, requiring explicit user consent and emphasising transparency. Non-compliance risks fines and reputational damage. Businesses must understand their data’s collection, processing and storage, and ensure clear opt-in/opt-out mechanisms. POPIA also offers an opportunity for businesses to build trust and foster long-term relationships with customers through ethical data practices and personalised communication. Affordable compliance tools include Zoho CRM, Mailchimp, and Hubspot.

Content Marketing for MSMEs

The Power of Content Marketing for MSMEs

by with 2 Comments Digital Marketing

Content marketing is a vital strategy for micro, small and medium enterprises (MSMEs) in Africa’s evolving business landscape. It enhances brand awareness, fosters thought leadership, and facilitates customer engagement. It offers cost-effective visibility and personalised messaging that resonates with diverse cultural backgrounds. Through regular, consistent, and engaging content shared on platforms popular among the target audience, MSMEs can effectively establish brand credibility and foster trust without the high cost of traditional advertising.

Creative Design Tools for MSMEs

Boost your Creativity: 5 Creative Design Tools for MSMEs

by with 4 Comments CreativeDigital Marketing

The post details various graphic design tools suitable for Micro, Small, and Medium Enterprises (MSMEs) especially in the African market. The author highlights Canva, Design Wizard, Adobe Express, Snappa, and Vista Create as tools beneficial to businesses with limited resources. A rising star, Microsoft Designer, is also acknowledged. Factors influencing the choice of tools include specific needs, budget, and user experience levels.