Agri Africa
2025 · Positioning, personas, website and inbound acquisition
Challenge
Agri Africa was a small player in a crowded field, with several competitors trading under similar names. It needed to be found by the right people and kept distinct from the businesses it could be confused with.
Thinking
The strategy targeted a narrow audience: international businesses seeking investment opportunities and visibility in Kenya. Detailed customer personas defined who those businesses were, what they needed to know and what would move them to make contact. Every page and every email was then written for those people.
Execution
Naweeri built the website around the personas, with structure and copy written to answer their questions and prompt an enquiry. A targeted email programme reached the identified audience directly. Together the website and the email programme gave the business an inbound acquisition infrastructure.
Outcome
Around six months after launch, Agri Africa was approached by a leading Chinese events, activations and trade fair company that fitted the target persona exactly. The strategy had put the business in front of the kind of partner it was designed to attract.
Credit: Naweeri Africa