Digital Marketing for Women Entrepreneurs

By:

Mr. Daniel MBURAMATARE/ Senior Trainer and Mr. Maurice SHYAKA/ Assistant Trainer.

Introduction

In the framework of the implementation of the project titled “Promoting gender accountability in the Private Sector in Rwanda,” the Private Sector Federation (PSF) through Imanzi Business Institute (IBI) organized a capacity-building training of women entrepreneurs on digital marketing. The training held at Lemigo Hotel from 24th to March 25th 2021, attracted 57 participants from different sectors, namely horticultural exporter, poultry and pig farming, and the tourism sector.

This training aimed at strengthening women entrepreneurs’ digital marketing capacity and improve their business visibility on local and international markets. Participants have been equipped with the required skills to deal with current digital marketing challenges, including using social media such as Facebook and other digital marketing channels.

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Training Objective

The workshop’s main objective was to equip participants with good digital and social media marketing skills to facilitate their growth. The specific goals of the training were to:
 Increase the knowledge of participants on key concepts of digital marketing
and social media;
 Empower women entrepreneurs with practical skills to allow them to create
digital marketing channels for their business.

Target Audience

The training participants were women entrepreneurs who are active members from the Chamber of Women Entrepreneurs (RCWE), the Chamber of Agriculture and Livestock (RCAL), and the Tourism Chamber .

Training Outline

This training program was designed, focusing on the following topics:

1. Brief background of marketing in general,
2. Marketing channels,
3. Digital Marketing in the new era,
4. Creating digital marketing accounts,
5. Content generation for digital marketing platforms,
6. Brand creation and Brand Storytelling,
7. Photography Basics.

Methodology

The delivery method used was adult-based participatory approaches, including brainstorming, small group discussions, plenary presentations and discussions,
practical exercises, and sharing individual experiences and learned lessons. The trainer presented the contents in the form of PowerPoint and demo pictures, and were customized to the trainees’ understanding level and prepared in the local language (Kinyarwanda) to assimilate it quickly.