How can I start digital marketing in Nigeria?

The internet has doubtless changed our lives and behaviors in Nigeria.

The way Nigerian consumers make their purchasing decisions has greatly changed. When consumers think of buying a product or service, their first step is usually to go on the internet; all thanks to smartphones and internet-enabled devices.

What does this mean for business in Nigeria?

Consequently, how you market and reach out to customers and consumers has to evolve too. This is where digital marketing comes in.

For any business in Nigeria to thrive and remain relevant, it must keep up with this evolution of modern technologies. Simply put, it must start digital marketing in Nigeria.

Before we dive into how to start digital marketing in Nigeria, let us, first of all, take a look at what digital marketing really is and the benefits it brings to the table.

What exactly is Digital Marketing?

Digital marketing is simply the promotion of products and/or services through the use of internet-based media. This otherwise refers to all marketing efforts that leverage digital channels, such as social media, search engines, email, websites, and so on. Unlike your traditional form of marketing, digital marketing employs improved ways to approach and understand consumers and how they behave.

How important is Digital Marketing in Nigeria

No matter the nature of your business, knowing how to start digital marketing in Nigeria is very vital. There are a lot of benefits your business will derive from your digital marketing efforts.

·         Low-Cost: Unlike traditional advertising channels like television and radio, digital marketing saves you money – lots of it. You have complete control on continuously adjusting your campaign based on its performance. This way, you don’t get to waste money.

·         Wider Reach: Digital marketing helps to get your business in front of a large number of consumers and potential customers. These days, the number of people online is enormous. No more terrestrial hurdles and limitations due to distance.

·         Quantifiable Results: Digital marketing allows businesses to track the progress of a campaign, thereby measuring the results. Based on the tracking information, one can in turn tweak various elements of a campaign in order to maximize results.

·         High Targeting: Digital marketing allows you to target your audience with a great level of specificity. This gives you complete control over your marketing campaign targeting based on elements such as age, gender, geographical location, interest, and so on. This way, you are targeting consumers mostly to take a plunge.

·         Improved conversion: As earlier mentioned, digital marketing employs improved ways to understand and approach consumers. As long as your marketing strategy is attractive and targeted, there is a better chance of conversion with digital marketing. This translates to improved ROI and revenue.

Types of Digital Marketing

There are a lot of components within digital marketing. Below are a handful of specializations when it comes to digital marketing in Nigeria for starters:

·         Content Marketing

Content marketing refers to the creation and distribution of relevant content assets to your audience. The type of content you create will depend on your audience and their needs across different stages of the buyer’s journey. The goal is to generate brand awareness, grow traffic, attract leads and convert visits to customers. The tools for this form of marketing include:

·         Blogs

·         Ebooks

·         Infographics

·         Podcasts

·         Webinars

·         Online course

Social Media Marketing

Social media marketing is simply promoting your brand via its content on social media.

The basic purpose of any social media marketing campaign is to create brand awareness and establish social trust; even though a deeper use helps to drive traffic, generate leads and sales for your business.

Channels available for this form of marketing include:

• Facebook
• Socialwider.com
• Cokoye.com
• Instagram
• Africatopforum
• 365technoblog.com
• Twitter
• NigeriaOnnews.com

Email Marketing

Email marketing operates on the concept of strategically sending out promotional but valuable messages with the hope that your prospects click it. This is considered one of the most effective of all channels for digital marketing in Nigeria for starters. If properly done, it has the potential of turning leads to buying customers.

Various types of emails one can send include:

·         Customer welcome message

·         Newsletters

·         Blog subscription invite

·         Holiday promotions

·         Event promotions

·         Product update

·         Lead Nurturing emails

·         Transactional emails

·         Review request

Pay Per Click (PPC)

PPC advertising involves paying for slots and posting ads on various digital platforms. Based on the platform’s algorithm, your ad pops (comes) up when people search for terms related to your business. You will be charged every time someone clicks on the ads. This is a great way to create awareness for your brand and attract traffic to your website.

Platforms you can set up PPC campaigns include:

• Google
• Bing
• Socialwider.com
• Facebook
• Twitter
• Pinterest
• Linkedin

Affiliate Marketing

Affiliate marketing is an advertising model where people promote your product/service and get a commission in return for every sale made or lead generated. You may need to make available tools such as marketing support and materials to help your affiliates succeed.

The common types of affiliate marketing channels you can leverage include:

·         Bloggers

·         Influencers

·         Microsites

·         Large media sites

·         Email lists

Search Engine Optimization (SEO)

SEO is the art and science of making search engines attracted to your web pages. This tactic allows you to position your web page on the top of search engine results page (SERPs) for specific search terms or keywords. In return, your website receives tons of targeted traffic, which are to eventually end up as your customers.

The various techniques involved in search engine optimization can be basically categorized into:

·         On-page SEO

·         Off-page SEO

·         Technical SEO

How to Create a Digital Marketing Strategy

To start digital marketing in Nigeria, you can choose to do it yourself, providing you have the required expertise. Below is a list of important elements to bear in mind to successfully execute digital marketing:

·         Define your goals

·         Define your target audience

·         Conduct keyword research

·         Conduct market research

·         Establish a budget

·         Decide on your channels

·         Develop content assets

·         Establish and execute a plan

·         Measure campaign results

Final Thought

Digital marketing is the way forward for any business in Nigeria and can work for any business, regardless of what the business sells.

There’s no denying that executing a digital marketing in Nigeria for starters can be somewhat complex and overwhelming. If you need help to get started, AdHang is here to help.

AdHang is a full-service digital marketing agency in Nigeria with a team of experts that deliver targeted marketing campaigns to help your business stand out and stay ahead of its competitors.