Over the last few years, the internet has evolved and it has become more widespread and affordable by most Nigerians, as a result of this more people, began using digital devices in their everyday lives for virtually everything, then the need for digital marketing in Nigeria arose.
Nigerian digital marketing has been on the rise, as it has become essential for businesses and corporate bodies who exist physically should also exist digitally, as existing digitally enhances their advertizing process and sale.
Today, we have data-driven marketing, content marketing, and automation, search engine optimization (SEO), Email marketing, and social media marketing as well as many other methods that have brought marketing and advertising to a new, digital, level.
What do you know about digital marketing in Nigeria?
Is your answer ‘nothing’?
Then let dive into it.
In this article,
You will get to have a comprehensive knowledge of digital marketing in Nigeria.
Digital marketing in Nigeria was worth $2 billion a few years back and was projected by Jesse Soleil, Executive President of Porter Novelli, that in the present year 2020, the digital worth could reach $10 billion.
So what is digital marketing?
Digital marketing is a way to advertise and sell products and services with the help of digital technologies or tools or via digital platforms. Electronic billboards and other digital means are used as well. These days, digital marketing is mostly done via the Internet.
I can also say it is an avenue for people to connect, relate, and get new customers via digital tools rather than getting stuck with the traditional way of marketing that is limited in reaching a large audience. With digital marketing, business owner and cooperate bodies can meet their potential customer all over the world at the comfort of their company, home, state, and country (Nigeria).
Digital marketing holds the key to the development Small, Medium Enterprises (SMEs) in Nigeria as a business owner and stakeholders in the export industry were strongly advised by Olusegun Awolowo the CEO of Nigerian Export Promotion Council (NEPC) to embrace digital marketing as a solution to the problem of productivity and slow growth of businesses.
Digital marketing is now a big part of marketing and advertisement, truth be told, most Nigerians are not doing this in the right way. There is no point in wasting time, resources, and effort on mediocre digital marketing.
Creating a good digital marketing campaign is crucial for Nigeria’s company and cooperate bodies to thrive in the digital global economy and also to gain visibility in search engines and social networks.
In other to develop a good digital marketing plan, companies and cooperate bodies have to be methodical and strategic in going about this. Below are some of the checklists on how to draw a good digital marketing plan.
1. SWOT Analysis
This is the first thing to consider when developing a marketing strategy for brands or businesses, it is the foundation for a winning strategy, with these companies can identify their strength, weakness opportunity, and threat in the digital marketing world.
i. Strength: Which can also be referred to as the unique selling point (USP)
ii. Weakness: The weakness of a company online is worthy of note, it is important. Weaknesses help to keep business on their toes.
iii. Opportunities: Identifying this feature can be a bit challenging but with the use of data analysis, one can identify this factor.
iv. Threats: Threats are the company’s shadows, Many a time while competing with the threat of competition, companies leave their own strength and focus on the strength of others. Thereby leaving their own uniqueness unconsciously.
Business owners need to be careful while going about this factor.
Once companies can clearly identify this, their overall online marketing effort will be prolific.
2. Presence On Social Networks
Today it is impossible to draw a good digital marketing strategy without including a social media strategy. social media is widely used by all Nigerian citizens. An average Nigerian spent the productive hours of the day on social media platform.
Developing a social media strategy doesn’t mean businesses have to be on all the social media platforms, rather business owners have to choose social media platforms relevant to their business or service they render. It’s about being present only in those social networks where your potential customers really are.
When choosing a social media platform, a business owner needs to take into account a number of important quantitative metrics, in this case, I will focus on the 4 social networks that I consider most important:
i.Facebook; Number of followers, likes, comments, shares, and clicks on links.
ii.Twitter; Number of followers, favorites, mentions, and responses (replies).
iii. Linkedin; Number of followers. connection.
iv. Instagram; Number of followers, likes, comments.
The level of attraction or engagement that business generates on each social network depends on how often they post quality and relevant contents. Here, it is important to note that contents are dynamically communicated because they work differently to achieve different results on different social networking platforms.
3. Search Engine Positioning
Search engine positioning is very important in setting out for digital marketing because this affects the level of visibility of the company on search engines. below are some of the tips to improve search engine positioning
- Create a website with a search engine friendly design
- Place all keywords strategically
- Use a site map
- Stay afloat of search engine development
- Improve the quality of inbound clicks
When it comes to search engine positioning, these are the most important things to analyze.
i. The number of monthly visitors received on the web page/ blog; These are the number of people that visit a website either through paid ads traffic or organic traffic.
ii. Amount of organic traffics; The term “organic traffic” is used for referring to the visitors that land on a website as a result of unpaid search results. Organic traffic is the opposite of paid traffic, which defines the visits generated by paid ads. Visitors who are considered organic find a website after using a search engine like Google or Bing.
The easiest way to increase organic traffic of a website is by publishing quality and relevant content on the blog session of the website regularly. The branch of online marketing that focuses directly on improving organic traffic is called SEO – search engine optimization.
iii. Quality and quality backlinks; Backlinks are numbers of websites linking to a website using your keywords or keywords phrase.
4. Analysis or Metric;
This is a very essential skill to master in other to do digital marketing right it allows help to find answers to the very basic questions of where a business stand and who their target audiences are. With the use of analysis tools like Google analysis tool, companies know not only the amount of traffic they received but the whole series of data (gender, age bracket of visitors, location, the pages that landed them, the pages they visit, etc). This will help to make a proper audience segmentation and also on how to expand and channel the overall digital planning effort that helps.
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