Digital marketing strategy for Company in Nigeria
According to Wikipedia "strategy is a high level plan to achieve one or more goals under conditions of uncertainty"
Wikipedia further states that ” Strategy is important because the resources available to achieve these goals are usually limited. Strategy generally involves setting goals, determining actions to achieve the goals, and mobilizing resources to execute the actions”
Starting from 5ps: Product, Place, Promotion, Price and Partner
In setting your digital marketing strategy for company in Nigeria 5ps above are very vital which will help you focus your Nigerian company strategy in the right directions.
Looking at the “product” you ask yourself who are the Nigerian people this product/service is targeted at online, what segment does this product belong to?
Looking at the “Place” (we are not looking at place as location of your business offline as you have in marketing textbooks; but where your target Nigerian customers are in digital space) you can ask question where can I find the Nigerians interested in my service/product, which platforms do Nigerians online users use for example Cokoye.com an online open forum
, Facebook general social networking site, Cokoyes.com a African regional social networking website
Looking at the “promotion” which online promotion methods would be best for my kind of service? e.g regional Social networking website Cokoyes.com, video sharing website youtube, display ads Google, online banner website Cokoye.com online community banner, having my website www.perfectvisualhost.com
writing and posting sales articles on www.cokoye.com/adverts
sponsor ads on facebook and many more depends on the company’s budget. It’s always good to employ promotional elements as many as possible such as online publicity, direct marketing etc you can hire Adhang.com an expert in digital marketing
Looking at the “Price” which price can this Nigerians (potential customers/clients) able to pay for my service/product online, can they able to pay for this easily for my brand compare to that of competitors. What best price can I offer internet community for this service in Nigeria?
Looking at the “Partner” here you ask and look for partner to bring in to assist the organization run its digital marketing campaigns in Nigeria. Hire Adhang.com a digital marketing agency to run the company’s digital marketing campaigns, you need an expert in the field of digital marketing to help the company position its self in the digital space above competitors in the country.
Having taken above 5ps into consideration next is to set objectives, the digital marketing strategy will achieve, because any strategy must be aiming at a given objective, these objectives will guide your next actions, now let’s move into the next stage.
SWOT analysis (A SWOT analysis is part of a situational analysis and identifies the key
issues that direct the marketing strategy)
“S” stands for strength, which strengths do your company have or what are the things that set you apart from your competitors in Nigeria.
“W” stands for weakness; here you face the brutal facts by acknowledging the weakness of your company.
“O” stands for opportunity, what opportunities are in the Nigeria’s market right now? it could be to improve users/customers experience, it could be to add more product line etc
“T” stands for threats, this looks into things that can hamper your digital marketing objectives or goals in Nigeria, it could be your competitors’ activities etc
SWOT analysis is outside scope of this article but at least pick out 3 search terms that you think are used by potential Nigerian customers when looking for your business online:
• Look them up on internet KeyWords Tool (there so many of them online) and see how many searches are being performed for each your keyword locally
• Search for these terms in search engines like Google, Yahoo etc and see where you and your competitors rank.
Digital marketing focus
When setting your Nigerian digital marketing focus, there are four key aspects to consider, goals, tactics, key performance indicators (KPIs) and targets. Let’s look at
each one in turn.
Here is an example:
• Increase sales through the eCommerce platform by 20% within the next
• Online display advertising
• Cokoyes.com brand page
• Cokoye banner advertising
KPIs per tactic:
• Display advertising – Number of click-through to your site, Sign ups to your newsletter/loyalty programme
• Cokoye.com online banner
- number of views of the banner, number of referrers, number of click through your page
• Cokoyes brand page
– number of comments and shares on campaign specific, Number of direct messages, followers,, Fan’s, Likes’ etc
Targets per tactic:
Contents posted in different platforms as a content marketing – 1 000 search referrals after the first month, with a 10% month-on-month increase after.
• Cokoyes.com brand page – 50 comments and 10 shares on campaign-specific
posts per week
Cokoye banner- 30 clicks coming from a particular banner (you review what you say in this very banner and look for a way to replicate same words in other banners)
Personas- Director of Marketing, CEO, Company chairman, COO, Director of sales etc in Nigeria
Finally, you monitor and measure if your strategy is getting the kind of result you expect in your Nigerian company digital marketing.