10 marketing mistakes to avoid as a business owner in Nigeria.
Building and scaling a business in Nigeria can sometimes seem like a possibility reserved for only the elite, the wise, and the wealthy. But what if I tell you your undoings are the reason why your business isn't growing — hence the reason why you think only a small group of people have what it takes to build and scale a business to great heights?
For what it is, the buzz and trends of social media have made us believe that for you to get more customers and improve sales — which is the heartbeat of a business, all you have to do is post consistently on social media. From observation, experience, and studies, I have found out that THIS IS WRONG.
In this article, I outline, in my opinion, and based on research, the most common marketing mistakes that emerging and small businesses, and medium-scale businesses, make— and sadly, repeatedly. Let's dive in. Shall we?
1. Lack or shortage of identity content
Imagine meeting a young man on the streets of Lekki phase 1, well dressed, and looking like he just closed from office. You approach him, ask him what he does, only for him to stammer all day long struggling to describe himself and what he does. Maybe he even finds a word to describe himself — just a word, will that be enough? Most likely NO.
This is similar to how some emerging, small and medium-scale businesses In Nigeria appear to the public — vague, uninspiring and complex to understand, with the only parameter offering a glimpse of clarity being the industry to which such businesses belong. You navigate to the "about us" section of some businesses' websites, and the only thing you're reading is how they have come from being a small group of people using a small house in Ogun state to being a thriving business that now employs people from the labour market.
Where is your "who we are", "who we serve", and "why we are in the market" content? I always ask. Do they not know that the "about us" section I want to read isn't about their journey to where they are now, but rather — who they are, how they serve me better, and why they are in the market? Do they even have a track record that proves their expertise?
2. Buying a website instead of a simple landing page
You suddenly have this chunk of capital, a great business idea, and a supportive group of friends who don't see the negatives in your actions because they are just so subjective to your idea that they can't checkmate you or object to anything you say. Next thing, you reach out to a web developer or search online for website building tools, you purchase one for $25 or more on a monthly renewal plan, and now you have to pay a website copywriter and a graphic designer to give you the best quality copies and designs to make your website stand out.
Crucially, this hasn't factored in the ongoing costs of website upkeep, security measures against hackers, or essential SEO enhancements.
3. Replacing marketing with social media
"Post consistently for the next 90 days and you'd get the result you so desired." I bet you've heard that somewhere, either from a friend, or from that Instagram account that runs a personal brand (not yet a business), and all of a sudden, social media is the only marketing strategy you focus on.
In the real world of marketing, social media typically accounts for about 25% of digital marketing strategies and channels. While it's still a significant source of traffic, it's not the sole or primary digital marketing channel.
Think of SEO, search engine marketing (SEM), display advertising, and email marketing. These still provide greater value for money than social media when properly implemented and with lesser competition compared to social media.
4. Outsourcing marketing activities without understanding who they are and what they offer
This one right here pisses me off quite a lot. Like…… how will you pay someone else to handle marketing activities for your business without providing the agency or marketing company with enough information on who you are, what you offer, your brand identity and guidelines, your UVP, and other necessary information? In most cases, you hear such persons say something like "Just use any information you understand about my business"
Really? How will an agency communicate your values when you don't know what they are? How should the agency position you in the market without a knowledge of what your unique features and market distinguishing factors are?
5. Trying to sell to every consumer in the market
Ask a small business owner, a startup founder, or those random guys and ladies who love calling themselves 'Entrepreneurs' who in the market need their products or services, and you could be in for the longest "Silentathon". That leaves me wondering, who exactly are you selling to? Could everyone in the country be interested in what you offer? Not even Dangote's products are good enough to have everyone in the country buy from him, even if there was no competition in the market.
6. Mixed-up brand tone and brand identity
The same brand that champions luxury is also offering discounts with up to four or five instalment payments. How? Or a business that launches out in a casual business style, is now communicating in its fourth tone within the same year. This will be a major threat to the client retention capacity of such a brand or business.
When I buy from Louis Vuitton, it's for the feeling of exclusivity and the association with the small percentage of people who can afford it as everyday wear, not just a once-in-a-lifetime purchase. Now imagine Louis Vuitton offering a 30% discount, and all of a sudden, 20% more people can also afford the same wear, perhaps on a discount and probably an instalment payment. Do you think I will be content with Louis Vuitton not offering me that sense of class and association with the top 1%?
7. Inconsistent marketing strategies
If you see Coca-Cola's ad once a month, and Pepsi's ad daily, who are you most likely to buy from?
8. Short-staffed marketing department
You have a marketing department, and the same person who is the digital marketer is the one handling all the social media accounts, following up on messages and comments, monitoring analytics and metrics, ads, graphic design, website, and video editing. That's a lot for one person! With your digital marketer juggling social media, messages, analytics, ads, graphic design, website, and video editing, how do you expect your business to grow?
Ideally, you should have at least one person for each role as social media manager, ads manager, video editor, content writer, and graphic designer, leaving the digital marketer or marketing director with the task of overseeing all other staff working in the marketing department, reporting, analysis of activities, campaign management, strategy, and planning. With such a framework, productivity is almost a no-brainer, which in turn, yields high ROI
9. Spending without clarity on expected returns and ROI
Your ad account balance is looking healthier than your business account balance, and you think that is marketing, then you need to stop running ads or sponsoring posts until you are clear on what you expect in return from the ad you are about to run, or the post you want to sponsor.
10. Lack of metrics to determine the success or failure of marketing activities
Can you say your marketing activities and efforts over the last 3 months have been a success? If you can't answer yes or no, then you need to learn more about KPIs and metrics.
While there might be many more mistakes than these, I particularly find the 4th and 8th mistakes most annoying. Why?
Stay tuned for upcoming articles where I'll delve into each of these common mistakes, explaining how they can drown businesses and become bottlenecks to growth. As a business owner focused on boosting awareness, traffic, sales, and conversions, it's crucial to minimize these errors and others like them.
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