Social media are simply communication and networking tools such as Facebook, Twitter, Instagram, YouTube etc, basically targeted at achieving interconnectedness amongst individuals, groups and businesses. There are certain ways Nigerian businesses use social media marketing to grow their brands and possibly drive more sales — everything would be revealed as you continue reading.
To businesses specifically in Nigeria, social media are not just platforms to share information and achieve connectedness. It is an inevitable dominant tool strategically used in building customer’ relationships, driving sales through online advertisement, increasing customer satisfaction as well and increasing business revenue.
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Simply put, the social media platforms used by Nigerian businesses are geared towards increasing revenue and also 77% of businesses use social media to reach customers.
However:
There has been a significant focus on social media due to its efficacy in positively transforming businesses in Nigeria.
The transformation becomes possible due to the constant revolutions and innovations in the world of technology. Just as most businesses in Nigeria continue to adapt and cope with the evolving online trend.
Over a whopping 90 percent of Nigerian businesses now rely on social media platforms, to target and communicate with consumers online.
Business owners have been constantly pushing their businesses to embrace social media platforms to enhance customer engagement on their official websites and other digital entities.
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In this wise, the social media trend has become so sophisticated that businesses particularly small-scale and medium enterprises (SMEs) are queuing up and channelling their resources to get their employees trained in line with online international best practices.
The purpose of this is to effectively get acquainted with innovations which will aid in achieving intended results.
It has been stated initially in this article that what social media is to a Nigerian business is not just communication. It includes much more of that.
Be it as it may, the following depicts what social media means to an average Nigerian business.
8 Ways Nigerian Businesses Use Social Media Marketing
1. Relationship Builder
Social media has become very effective for Nigerian businesses in the area of getting in touch with customers, as well as prospective customers.
Nigerian businesses now can reach out and communicate on a personal level with their target audience daily.
The trend has become a transformer for businesses in Nigeria engaging in online marketing, sales, customer service and other business activities.
Social media is a very powerful tool that is used track the activities of the customers and has never been available with traditional marketing.
With social media platforms, the face-to-face interaction and networking between business owners and customers become less important. This is due to the fact that so many transactions could be done through social media.
Interestingly, some businesses have over the years envisaged that there are prospects in building and keeping a long-term relationship with customers and the social media has been identified as the key platform for achieving that.
In Nigeria, customers’ relationships is as important as the capital of the business itself. There have been series of knowledge transfer skills in attracting customers and keeping a favourable relationship with them. With the emergence of social media, relationships with customers have become so flexible, that social media managers have found it pleasing to keep tabs on customers.
More so, making use of social media platforms by Nigerian businesses has gone beyond creating awareness and product advertisements. It also calls for sustaining the advertisement as well as going further to strategically engage the targeted customers.
With over 45 percent of students from the estimated 13 million social media users in Nigeria spend an average of 3 hours on social media. It has been advised by experts that Nigerian businesses need to leverage this trend and carry out effective digital marketing that will add value to their businesses,
Most importantly, Nigerian businesses have prioritised social media management in such a way that a lot of financial resources are channelled towards obtaining social media skills. With the necessary skills, social media managers will be able to strategically engage customers.
2. Cost-effective Advertising
As more social networks add algorithms that filter what users see in their news feeds, your organic content may get lost in the shuffle.
Nigeria businesses have leveraged consistently the low-cost advertising features offered by the social networks to promote their content and special offers.
Most social media advertising is cheaper than traditional advertising.
According to Statista, internet advertising if forecasted to reach 993.5 million U.S. dollars in 2024 in the country, and it is projected to keep growing.
If you look at the stats above, you can’t agree less that more brands are pushing to the part of social media advertising.
Nigerian businesses are running digital advertising campaigns on various social media channels… Jumia and Konga are very good examples.
With digital advertising, you don’t have to spend a lot of money to reach more people, increase your audience, and grow your business.
3. A Revenue Generator
Undoubtedly, social media platforms such as Facebook, Instagram, Twitter and amongst others have become powerful tools used by Nigerian businesses to create awareness.
Most of the companies in Nigeria that were able to embrace the social media platforms quickly enough to have recorded tremendous results in their turnover.
As well as becoming active on social media platforms and this has over the years driven growth in Nigerian businesses.
To simply put, the essentials in an advertisement through social media are to send a message and create awareness to internet users. Creating awareness, if gotten strategically, gets a prospective customer; this invariably increases sales.
If businesses are getting more traffic and demand as a result of social media advertisements, that definitely means that such businesses are making sales which automatically affects revenue increase positively.
The fact remains that, businesses in Nigeria have definitely realized the power of social media in the area of creating awareness about a particular product or service to the members of the public.
A lot of information and awareness creation about products and services are hugely derived from social media platforms. The implication of this is that in the long run, there will be an increase in demand which definitely will impact sales and revenue.
It is usually cost-effective for Nigerian businesses that adopt the social media platforms advertisement.
Interestingly, newly emerging industrial sectors in Nigeria such as e-commerce and telecom industries seem to have benefited tremendously from the social media platforms.
Online marketplaces such as Jumia, Konga and others have fully utilized the social media platforms and the surge has accounted positively for the gross domestic product of these sectors. This is one of the reasons significant focus has been on the two emerging sectors, as well as the prospects inherent in them.
4. Increased Brand Awareness
There are many ways you can increase your brand awareness online — Search Engine Optimization, SEM, content marketing, email marketing, social media marketing etc.
Perhaps, social media is one of the most cost-efficient digital marketing methods used to syndicate content and increase your business’ visibility.
Implementing a social media strategy will greatly increase your brand recognition since you will be engaging with a broad audience of consumers.
Nigerians are using this as a tool to increase brand awareness.
To join other brands that are growing their brand reach and awareness — Create social media profiles for your business and begin interacting with others. Get employees, business partners, and sponsors to “like” and “share” your page.
Simply having people interact with your content will increase brand awareness and begin building your reputation as a business.
Each post that is shared will be introduced to a new network of individuals, which can lead them to become potential customers, and the more people who know about your business, the better.
By investing only a few hours per week, over 91% of marketers in Nigeria claimed that their social marketing efforts greatly increased their exposure.
There is no doubt that by simply having a social media page your brand will benefit, and with regular use, it can generate a wide audience for your business and that’s exactly what top Nigerian brands are doing.
5. More Inbound Traffic
Inbound marketing can be thought of as a superset which includes a number of digital marketing disciplines.
Things like Search Engine Optimization (SEO), blogging, social media marketing, Search Engine Marketing (including PPC) and email marketing are tools that can be used in the different stages of inbound marketing.
In Nigeria, brands regard social media as the easiest way to drive inbound traffic to their websites and probably convert them to paying customers.
Without marketing your business on social media, your inbound traffic is limited to your usual customers.
The people familiar with your brand are likely searching for the same keywords you already rank for. Nigerian businesses are utilising social media as part of their marketing strategy.
Thus, they are finding it less difficult to reach anyone outside of their loyal customer circle.
Every social media profile you add to your marketing mix is a gateway to your website, and every piece of content you post is another opportunity to acquire a new customer.
Social media is a melting pot of different types of people with varying backgrounds and behaviours. With different people come different needs and different ways of thinking.
Syndicating your content on as many platforms as possible allows these individuals to organically reach your business.
For instance, perhaps someone in an older demographic of consumers will search for your website using a particular keyword on Facebook, but a millennial could begin their search by using a different social media platform entirely because they search for products differently.
By marketing on social media, you can effectively open your business to a wider variety of versatile consumers all over the world.
6. Better Customer Satisfaction
What is more satisfying than a satisfied customer?
Absolutely nothing! A satisfied customer would most likely buy your product once again.
A study examined the impact of the quality of service delivery on customer satisfaction in Nigeria banks using Ordinary Least Square (OLS) methodology. The study thus recommends that the Nigeria banking industry should improve the quality of service delivery as it is a prerequisite for achieving a high level of customer satisfaction.
What has this got to do with how Nigerian businesses are improving their customer satisfaction?
Well:
Social media is a networking and communication platform. Creating a voice for your company through these platforms is important in humanizing your company.
Customers appreciate knowing that when they post comments on your pages, they will receive a personalised response rather than an automated message.
Being able to acknowledge each comment shows that you are attentive to your visitors’ needs and aim to provide the best experience for them.
When it comes to satisfying customers, top Nigerian banks and other brands have used social media platforms (Twitter, Facebook, Instagram and even WhatsApp) as a means to improve their quality of service. They also made sure they were available to respond to customer queries.
Every customer interaction on your business’s social media accounts is an opportunity to publicly demonstrate your compassion for your customers.
Whether an individual has a question or a complaint, social media allows businesses to address the matter using interpersonal dialogue. A brand devoted to customer satisfaction that takes the time to compose personal messages will inherently be viewed in a positive light, even if responding to a customer complaint.
7. Networking
Networking is a powerful strategy for Nigerian businesses seeking growth through social media. As you navigate the online space, engaging with other businesses and individuals within your industry fosters valuable connections.
In the world of social media, networking goes beyond just making connections—it involves actively participating in discussions, sharing relevant content, showcasing your expertise and creating awareness of your brand products or services. Taking advantage of platforms like LinkedIn, Twitter, or industry-specific Facebook groups allows you to establish your presence and build credibility within your industry.
Furthermore, networking on social media enables you to stay informed about industry trends, market demands, and competitor strategies. In essence, networking on social media is a dynamic and proactive approach to expanding your business’s reach. It not only helps your business establish a robust online presence but also opens doors to potential clients, collaborators, and opportunities that contribute to the overall success and growth of your Nigerian business.
8. Lead generation
Social media serves as a powerful tool for lead generation, playing a pivotal role in your growth strategy. As you explore the diverse ways to leverage social platforms, focusing on lead generation can significantly impact your business outcomes.
Firstly, engaging content is key to attracting potential customers. By creating content that resonates with your target audience—whether through insightful articles, captivating visuals, or interactive posts—you not only grab their attention but also establish your brand as a valuable resource.
Social media advertising is another avenue for effective lead generation. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that allow you to reach specific demographics aligned with your ideal customer profile.
Crafting compelling ad campaigns and strategically placing them can drive traffic, increase brand visibility, and ultimately generate leads.
Moreover, engaging with potential customers through thoughtful responses, sharing expertise, and addressing queries helps build trust, making them more likely to consider your business when seeking products or services.
This approach not only expands your contact list but also nurtures relationships with potential customers over time. By consistently providing value, engaging with your audience, and strategically leveraging social media tools, you pave the way for sustained business growth in the Nigerian market.
FAQs
Social media offers Nigerian businesses a cost-effective way to reach a wider audience, build relationships, and increase brand awareness. It provides a platform for businesses to engage with customers, showcase their products or services, and receive feedback. Social media also allows businesses to target specific demographics and track the effectiveness of their marketing campaigns.
Nigerians use a variety of social media platforms, but the most popular ones are WhatsApp, Facebook, Twitter, and Instagram. WhatsApp is primarily used for messaging, while Facebook and Twitter are used for news and entertainment. Instagram is popular for sharing photos and videos.
Some of the challenges of social media in Nigeria include the spread of fake news and misinformation, cyberbullying, and privacy concerns. Additionally, the lack of reliable internet access and infrastructure in some areas of the country can limit the effectiveness of social media for businesses and individuals
There you go!
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