Essential Digital Advertising Tips for Nigerian SMBs and Startups | 2024 Guide

Simple Guide to Digital Advertising for Nigerian Businesses in 2024

Digital advertising has changed the way businesses reach customers. Thanks to social media and other online tools, advertising is now much cheaper and more targeted than using traditional media like TV, radio, newspapers, or billboards. But even though advertising can help people notice your brand, it doesn’t guarantee sales. Digital advertising has a big advantage because, when done right, it allows you to target the right people and track exactly how it’s helping your business.

To make the most out of digital advertising, you need to get four things right:

1. Know What You’re Really Selling

Your product or service isn’t just about the name, features, or brand. What truly matters to customers is how it will make their lives better. So instead of focusing on the product details, focus on the benefit. Here’s how:

• Talk about the Benefit: Explain how your product or service solves a problem or makes life easier. For example, if you sell a water filter, focus on how it gives clean, safe drinking water.
• Connect Emotionally: Show why your product matters to the customer. This might mean talking about safety, convenience, or how it helps them save time or money.

By explaining the real value, you’ll make it easier for customers to see why they need what you’re offering.

2. Know Who You’re Selling To

One of the biggest strengths of digital advertising is that you can show your ads to the exact people who are likely to buy from you. Instead of advertising to everyone, you can narrow down your audience. Here’s how:

• Identify Your Ideal Customer: Think about who really needs what you’re selling. This might be people in certain age groups, professions, or locations who have the money to buy your product.
• Use the Right Platforms: In Nigeria, many people are on Facebook, Instagram, and Twitter. Know where your audience spends their time online and show your ads on those platforms.
• Learn from Data: Most platforms have tools that show who’s clicking on your ads. Use this information to adjust your ads and target more accurately.

The better you know your customer, the more likely they’ll be interested in your ad.

3. Set the Right Price

Pricing is important. If you’ve clearly defined your product and know your target audience, setting a fair price that appeals to customers becomes easier.

• Check Competitor Prices: See what others in your field are charging. This will help you decide on a price that’s fair but still profitable.
• Offer Different Prices for Different Customers: New technology lets you change prices based on demand, customer segment, or season. For example, you might have discounts for certain groups or during specific times.
• Explain Your Price: If your product costs more, make sure you explain why it’s worth it. Customers are willing to pay more if they see the value.

A good pricing strategy attracts more buyers and keeps them happy with their purchase.

4. Make It Easy for Customers to Buy

In digital marketing, "place" means figuring out the easiest way for customers to buy from you. Where do they like to shop, and how can you make the process smooth?

• Sell on Popular Platforms: Many Nigerians now shop online, so consider selling on e-commerce sites like Jumia or even on social media with Instagram Shopping.
• Make It Mobile-Friendly: Most people in Nigeria use their phones to browse, so your website or store needs to be easy to use on a mobile device.
• Use Clear Call-to-Actions (CTAs): Tell customers exactly what to do next. For example, use buttons like “Buy Now” or “Learn More” so they know how to take the next step.

By making the buying process simple and direct, you’re more likely to turn interested people into paying customers.

Using New Technology in 2024

To get even better results, try using some of the latest digital tools available in 2024:

• AI for Personalized Ads: AI (artificial intelligence) lets you create ads that feel personal by showing different messages to different people based on their interests.
• Chatbots for Quick Help: Chatbots can answer customer questions right away, making it easier for them to decide to buy.
• Detailed Analytics: Analytics tools now show you not just clicks, but how much a customer is likely to spend over time. This helps you see which ads are worth the investment.

In short, digital advertising can help your Nigerian business grow if you focus on the right things: know what you’re selling, know who you’re selling to, price it fairly, and make it easy to buy. With the right tools and strategies, you’ll reach the right people and get real results.