Online Marketing Platforms in Nigeria

Review of the best digital marketing platforms for growing businesses in Nigeria.

In the past decade, digital marketing has become a vital component in organizations' overall marketing strategy. It allows companies to tailor messages to reach a specific audience, making it possible to market directly to people who are likely to be interested in their product. Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online.

One of the most exciting aspects of digital marketing is how it levels the playing field for smaller businesses and solopreneurs. If you have an incredible product or service concept, there are affordable and user-friendly platforms you can use to reach new audiences and market your brand.

Gone are the days when a multimillion-dollar marketing budget is necessary to get ahead of your competitors. Digital marketing offers a high ROI whether you’re investing cash to outsource the job or bootstrapping by investing your own time.
In the modern digital marketing landscape, there are countless tools and online marketing platforms you can use to reach your advertising goals. However choosing the best platforms can be a bit daunting for small businesses which is why we have made a list of the best 3 online marketing platforms in Nigeria that can help you grow your business.

There are three major online marketing platforms in Nigeria that can help you run effective digital marketing campaigns, they are:

1. Facebook Ads

As one of the most visited websites in the world, Facebook is a very important tool for small business owners who want to engage their customers and attract new ones. A solid Facebook presence helps you engage potential customers and grow your business.

Advertising on Facebook is available to businesses in many formats. Ads can be as simple or as sophisticated as they want. No matter the scope, the reach is wide: Businesses have the ability to market to two billion people on Facebook every month.

The process is easy; Facebook allows users to target audiences through self-serve tools and it gives them analytics reports that track the performance of each ad. The reach and visibility can help level the playing field for an independent business that wants to compete with companies with much larger budgets.

To fully conquer Facebook advertising requires perseverance and a deep understanding of how the platform works in all its dimensions, luckily we have put together a quick guide will give you the perfect overview of how to execute an effective Facebook advertising campaign.

State Your Advertising Objective

Mindlessly shooting an ad into the social media space won’t reap rewards. Taking the time to define a precise advertising objective will.

What is an advertising objective? It’s what you want your ad to accomplish. Do you want an ad that builds brand awareness, directs traffic to your site, or generates sales?

If you’re uncertain, identify where your intended audience is in the buyer’s journey. Are they in the awareness, consideration, or conversion stage?

A clear objective is vital because it serves as a touchpoint throughout the process. It determines the ad copy you’ll use and how “pushy” your ad should be.

For instance, if your audience is still in the awareness stage, they’re not ready for an ad that says, “Buy Now.” They are unfamiliar with your product, so their mental filter will file your ad away as spam as they scroll through their newsfeed.

Instead, an awareness stage ad should focus on providing value over pushing conversions.

Identify Your Audience

A poor understanding of your intended audience can hurt even a brilliant advertising campaign. If your company sells life insurance, marketing to 18-to-24 year olds won’t win many leads.

But it’s not just about basic demographics like age. Interests also play an important role. A travel company that specializes in Spring Break tours promising a good time won’t have much luck running commercials during a cable news program.

Facebook lets you filter your intended audience by:

  • Location (Do you want your ad to go out to people who live close to a college campus? In the city? In the suburbs?)
  • Age (Are you targeting seniors? Young adults? Teenagers?)
  • Gender
  • Language
  • Interests

Facebook allows you to target (and even exclude) people who hold specific interests. So that Spring Break tour company we mentioned earlier would be wise to target 18-to-24 year olds on a college campus who like pages related to travel.

You can also create a customized audience based on existing followers, website visitors or app users.

Once you’ve carefully considered those first two strategic steps (objectives and audience), creating your ad is as simple as gathering your marketing assets.

Determine Your Budget

Provide an estimated daily budget and choose whether you want your ad to run continuously or over a fixed time period. Your company doesn’t need to be rolling in dough to advertise on Facebook. You can run a lean or robust campaign, depending on your budget.

You can also choose between automatic placements and specified placements. Facebook recommends automatic placements because they put ads where your audience is most likely to see them which saves you time and is likely much more efficient for your small business.

Once you’ve indicated how much you can afford to spend, it’s as simple as choosing your ad format, uploading the appropriate graphics, and adding your text. Facebook will review and approve your ad after you place your order.

2. Google Adwords

Every second, there are 2.3 million searches performed on Google, and the majority of search results pages include Google ads. Paid for by businesses, Google ads can be an extremely effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.

Google offers paid advertisements which appear in search results on or graphical advertisements that appear on other websites through Google Display Network.

Google Ads focuses on the targeting of keywords and the use of text-based advertisements. Advertisers using Google Ads bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.”

Below is an example of a Google search engine results page (SERP) for the term “fitness coach.”

The section in the red box is what a Google Ad looks like; they are made to appear as an organic search listing to blend with the other search results and are denoted with a bold “Ad‘ sign.

Google Ads appear at two sections of the search result pages, above the “natural” or organic links and at the bottom of the results page.

Google also offers Display Ads, which appear on the Google Display Network. The Display Network is an extensive collection of third-party websites that have partnered with Google and agreed to serve Google ads. Google ads on the Display Network can be in text, image, video, or rich media format, and can be targeted differently. This includes remarketing and banner ads.

With Google’s many targeting options, business owners are able to ensure their ad is only displayed to potential customers. Business owners can filter their audience on the basis of geographical location, age, keywords and more. Additionally, they can also choose the time of day when their ads will be displayed to their targeted audience. A common example that a lot of businesses use is running ads only from Monday – Friday from 8 AM to 5 PM. This is due typically due to the fact that businesses are closed or are slower on the weekends. This can help maximize ad spend.

3. Instagram Ads

While organic social media strategies might seem cost effective at first, they’re time consuming, rely on a lot of trial and error, and can only get you so far when you’re up against ever-changing social media algorithms.

This is why it’s so important to focus on a social media strategy that incorporates both organic and paid tactics. This way you get the best of both worlds. You’re actively engaging with your audience and posting content to your Instagram feed, but you’re reaching out to an even larger audience who might not know about your brand yet with paid ads on Instagram.

Instagram ads are posts or Stories that a business pays to promote to users on Instagram. They can look just like regular Instagram posts, but are always identified by a “Sponsored” label. They can also include a call-to-action button to drive traffic or conversions.

With instagram ads, you have the opportunity to give your brand more exposure, acquire website traffic, generate new leads, and move current leads down the funnel towards conversion.

Similar to many other social advertising platforms, Instagram gives you the granular control to target specific genders, age ranges, locations, interests, behaviors, and more. You can even target a custom or lookalike audience so you’re showing ads only to your direct list of leads or those who have attributes similar to those on your list.

In summary, the most effective digital marketing campaigns are the ones that enlist a variety of platforms to reach and engage prospective customers. Using Google is a great way to get your company out in front of the widest base of customers who have a specific search intent for a product.

Apps like Facebook and Instagram gives you the opportunity to get customers familiarized and have multiple touch points with your brand. By using the above digital marketing platforms, you can easily find and connect with new leads, take them through the buying journey and ensure a conversion.

Are you finding it difficult to chose the right marketing platform for your business?