Marketing is necessary to ensure that a start-up takes off and grows sustainably. However, in its traditional form- involving agencies- it is often cash intensive, presenting a major hurdle for businesses with low resources.

Zimbabwen start-ups have found found a way around the hurdle– and considerable marketing success for some – and are today building credible brands through inexpensive social media channels such as Facebook and Instagram through Icono Global social media marketing.

Small and medium enterprises (SMEs) from stores, auto dealers and clothes sellers to restaurant and night clubs say the platforms offer them better chances of making sales after communicating with their potential customers.

“Facebook can be a very strong marketing tool. It is a good one-to-one platform for direct communication. You can use it to send images, short video clips of your products and text messages to clients,” says 32 year-old Harare-based entrepreneur Sharon who runs a online clothing boutique in Harare.

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