Case Study: Sasini PLC

3rd Floor, Rivaan Centre –
Brookside Grove, Muguga Green.
P.o Box 30151 – 00100 Nairobi, Kenya

VISIT WEBSITE

Case Study: Sasini PLC

Company Overview: Sasini PLC is a leading Kenyan company with a diversified portfolio in agribusiness, specializing in tea, coffee, macadamia, and avocado farming. Headquartered on the 3rd Floor, Rivaan Centre, Brookside Grove, Muguga Green, Nairobi, Kenya, Sasini is committed to delivering premium quality products and promoting sustainable agricultural practices. The company’s website (https://sasini.co.ke/) serves as a critical platform for connecting with a worldwide audience, showcasing its offerings, and driving sales.

Project Objectives

1. Increase Website Traffic: Boost the number of visitors to the Sasini PLC website.
2. Global Reach: Expand Sasini’s online presence to target a worldwide audience.
3. Improve Conversion Rates: Drive more inquiries and sales through improved user engagement.
4. Strengthen Brand Visibility: Enhance brand recognition across international markets.

Strategies Implemented

1. Search Engine Optimization (SEO)

• Keyword Research: Identified high-value keywords related to agribusiness, organic farming, and premium Kenyan exports.
• On-Page Optimization: Improved meta titles, descriptions, and headers; optimized content with target keywords; and enhanced internal linking.
• Technical SEO: Ensured mobile responsiveness, improved site speed, and fixed crawl errors to enhance user experience and search engine rankings.
• Content Marketing: Published high-quality blog posts, case studies, and product pages tailored to the interests of a global audience.

2. Google Ads Campaigns

• Search Ads: Targeted keywords with high purchase intent, such as “premium Kenyan coffee” and “bulk tea suppliers.”
• Display Ads: Created visually appealing banners showcasing Sasini’s products to engage potential customers on relevant websites.
• Remarketing Campaigns: Re-engaged previous website visitors to drive them back to the site and encourage conversions.

3. Facebook Advertising

• Targeted Campaigns: Ran ads targeting specific demographics, including business buyers, distributors, and end consumers in regions like North America, Europe, and Asia.
• Content-Driven Ads: Promoted engaging content, such as farm-to-cup stories and sustainability initiatives, to captivate and educate the audience.
• Video Marketing: Leveraged video content showcasing Sasini’s production process to build trust and credibility.

Results Achieved

1. Traffic Growth

• Increased website traffic by 85% within six months.
• Attracted over 120,000 new users from North America, Europe, and Asia.

2. Improved Search Rankings

• Achieved top rankings for critical keywords such as “Kenyan tea exporter” and “premium macadamia nuts supplier.”
• Increased organic search traffic by 60%.

3. Enhanced Brand Visibility

• Reached over 1.5 million users through Facebook ads.
• Improved engagement rates with a CTR (Click-Through Rate) of 4.8% on Google Ads.

4. Increased Conversions

• Boosted product inquiries by 45%.
• Achieved a 20% increase in online sales for coffee and tea products.

Key Takeaways

• A comprehensive strategy combining SEO, Google Ads, and Facebook campaigns can significantly boost traffic and conversions.
• Targeting a global audience requires tailored messaging and culturally relevant content.
• Continuous performance monitoring and optimization are essential for maintaining growth.

Conclusion The SEO and digital marketing project for Sasini PLC successfully met and exceeded the objectives of increasing website traffic, strengthening global brand visibility, and driving conversions. Through strategic planning and execution, Sasini has established itself as a prominent player in the international agribusiness market. The results demonstrate the power of an integrated approach to digital marketing in achieving business goals.