Spotlight: Chess Club Media on helping companies embrace digital marketing in Kenya

Among the many effects’ technology has had in the world of business the major impact is the digital wave. This has seen more businesses shift their focus to online tools to market their brands. This is famously known as Digital Marketing.

In Kenya, digital marketing’s development has changed the way brands and businesses use technology for marketing.

As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

From search engine optimization (SEO), search engine marketing (SEM), content marketing, content automation, campaign marketing, social media marketing, social media optimization, e-mail direct marketing, and Display Advertising, Digital marketing methods are becoming more common in our advancing technology.

In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.

This extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.

However, despite the evolution, many Marketers will tell you that digital marketing does promise a whole lot of value and a solid return on investment (ROI) for any business that seeks to position its brand– but the million-shilling question is it really working as well as it could?

We had an interview with Mikel Jorgensen, Founder, and President of Chess Club Media, a leading Digital Marketing Agency in Kenya and he shared a few tips and insights on how his company was helping companies like Mondo, position their brands in the digital space. 

Tell us more about Chess Club Media.

We’re a digital marketing agency that found its start in 2011. Our specialty is growth hacking, which means we strive to help you increase your lead count, revenue, and user or customer base. We offer coaching and consulting, as well as a full suite of digital marketing services including web design, social media, re-marketing, search advertising, press outreach, and SEO.

What inspired you to go into setting up a Digital Marketing Agency?

Speaking as the Founder, Mikel Jorgensen – I grew up designing websites and creating digital media. After working as an Advertising Account Executive for a major newspaper, yellow page phone book, direct mail company, and PPC agency – I decided to combine what I’d learned about business consulting with my design and writing skills. My goal has been to create a workplace that is both rewarding and fulfilling, while in-turn giving customers a product that reflects a team of happy and talented people.

Despite the decline in using traditional Marketing tools, there are still companies that hold on to this, how are you then able to win them over?

We are selective with the clients that we take on. Not everyone qualifies. If a company is using traditional marketing tools they are in a great place to work with us because they have relevant experience and a sufficient level of interest. This can lead to better business conversations and shorter time to results because the client is more familiar with what’s possible across different channels. We tailor our services based on the needs of the customer. So, if they have staff in place for a certain set of tactics, we’ll provide a mixture of training, support, and coaching to help them get the maximum results.

What would you say sets Chess Club Media apart from other agencies in the same space?

All we care about is helping your business get results. Our main goals are to help you with revenue, recruitment, and relaxation. That means we want to help you increase your cash flow, attract the best employees. We also want to let you relax knowing that your business is being handled with expert care.

Who has been your biggest client?

Our biggest client in Kenya when it comes to Digital Marketing has been Mondo Ride. In Dubai, we worked with Soluki (picked up by Techstars Dubai), Vitabrid C¹² (as seen in Barneys New York). In the United States we’ve worked with Montverde Academy (#1 Nationally Ranked High School Sports Program). We have also worked with the USA Memory Championship (as seen on Netflix, MIT, and in the Wall Street Journal).

How would you rate the uptake of Digital Marketing in Kenya compared to the other markets you have a footprint in?

We saw our customers getting great results, and had an encouraging round of referral and word of mouth introductions. Now, we create Facebook Live broadcasts in Swahili, designed especially for the Kenyan Market. The market in Nairobi is especially under-saturated when it comes to online marketing. We are happy to lead the charge while offering a service that helps to build local wealth and employment opportunities.

What are your top marketing tips for companies that are struggling to position their brands online?

• Start broadcasting on Facebook Live. Tell your story every day with a video.
• Invest in a quality photoshoot that tells the story of your brand.
• Use cold calling as a tactic to get new customers.

While getting into the Kenyan market tell us one assumption you made that turned out to be totally unexpected?

We assumed that the Kenyan market would be one-step behind when it came to mobile technology. We are the first to tell our colleagues and associates of the heavy innovation to come from the region. It is a big inspiration to us as the tech scenes of Seattle or Silicon Valley.

What are some of the misconceptions that organizations have had while it comes to building and positioning their brand?

A lot of companies build complex solutions in pursuit of getting better results. The fastest way to getting changes most businesses seek is through: Distilling the marketing message down to its core elements and being consistent on a handful of channels.

Another popular misconception is that it’s bad to pay for traffic. We feel strongly that the fastest way to get the right traffic is to buy it.

What are your top tips for SEO ranking?

Be diligent when filling out online business profiles. Make sure to provide accurate and up-to-date information for as many fields as possible. Keep a written record of all of your online accounts. When a change in your business occurs, such as a new phone number or office address; go back through your profiles and update them with accurate information.

An often-overlooked part of SEO is branding. Use the very best images and videos your company has to offer. This creates a lasting impression on your potential customer online.

The best thing about joining Nairobi Garage.

We really enjoy the convenient locations and the fresh tech-style office setting. The meeting rooms have often been helpful for us to have Zoom video calls without interruption.