Key Takeaways
- Consistency builds trust, so don’t just advertise once and vanish.
- Existing customers are your best assets and should not be ignored.
- Track your data, because if you’re not measuring, you’re guessing.
Read More: Are You Buying What You Are Selling?
You know those flaming knives that some daring stunt masters wield like it’s nothing? Running a business in Nigeria can feel like juggling a dozen of them – exciting, yet risky. You’re hustling, constantly coming up with new strategies to grow your business, but sometimes…it still doesn’t seem to click.
After working in different business sectors and with multiple businesses across various industries, one thing I’ve seen too often is businesses leaving money on the table because they’re not doing enough with what they already have.
I’ve worked with clients in food services, tech startups, and even financial services here in Nigeria, many of whom were already doing pretty okay with their marketing. However, they were all definitely leaving opportunities on the table – otherwise, they wouldn’t have needed a “more value marketing” consultant (that’s me, by the way 😁). Here are seven ways that could be happening to you too.
1. You’re Forgetting the Power of Consistency
A lot of businesses I’ve worked with spend a decent amount on advertising. They’ll launch an eye-catching campaign, get some likes, maybe a bunch of leads and then… silence.
The issue here is that marketing isn’t a one-off. It’s a long game. If you’re not staying consistent with your messaging, you’re likely not building the kind of brand loyalty you need to see real results. Think of it this way – would you stop showing up to work after getting the first paycheck? No? Then, you need to show up consistently in your customers’ lives too.
2. You’re Ignoring the Goldmine of Existing Customers
I know it’s tempting to always focus on getting new customers, but your existing ones are a goldmine for your marketing efforts. I worked with a client in fashion retail who was so fixated on new customer acquisition, it was a major hurdle to get them to open their minds to a crucial opportunity – loyal customers. They had had hundreds of customers who had already bought from them, but these customers were not being engaged for repeat business.
Upselling, cross-selling, and simply nurturing existing relationships can skyrocket your revenue through direct sales and referrals. Don’t let those who already love your business slip through the cracks. Rather, you should use the opportunity that their love offers to build loyalty and reach your customers’ inner circles.
3. You’re Not Creating Content That Solves Problems
Marketing should never feel like a never-ending sales pitch. If it does, then, you’ll get ignored, it’s only a matter of time. Instead, ask yourself this: “What problem am I solving?” If your content isn’t addressing the real concerns of your target audience, it’s just background noise. Share useful tips, solve pain points, or provide value.
When you start doing this, people will start seeing you as a go-to solution, not just another business pushing products. I always say that if every encounter with your brand is a “buy from me, buy from me” moment, you’ll never build the kind of bond with your audience that gives you the edge in today’s cutthroat business arena.
4. You’re Trying to Do Too Much, Too Soon
When you’re excited about your business, the temptation is to jump on everything—every platform, every tool, every new shiny marketing trend. However, the key to success is not about spreading yourself thin. It’s about doubling down on what works.
Rather than attempt to be present on TikTok, Instagram, X, Threads, Pinterest, LinkedIn, Facebook….everywhere, pick the platforms where your audience is already hanging out, master those platforms, then slowly expand. No need to rush or try to be everywhere all at once.
5. You’re Not Tracking Data to Measure Impact
If you spend five minutes talking with me about growth and marketing, I’ll probably mention analytics and data at least a dozen times. That’s because data is the bedrock of successful, efficient, and effective marketing.
The number of businesses that fail to track their marketing performance is mind-boggling. This is where I see so many people throwing their money away without realizing it.
If you don’t know what’s working, how do you think you can improve anything? Your campaigns, content, even community management need to be data-driven. That means regularly checking on click-through rates, conversion rates, ROI, and even engagement levels. Marketing without data is like driving a car without headlights at night – you’re not sure where you’re headed, but can only pray it’s not a brick wall or dead end.
6. You’re Not Engaging with Your Audience
If you’re posting on social media but not replying to comments, answering questions, or even just liking posts, then you’re missing the point. Engagement is a two-way street. The more you interact with your followers, the more loyal they become.
Many years ago, I started a new role that included managing social media marketing for my employer. One of the first things that jumped at me was that despite having thousands of followers, their engagement rate was flat. Why? Because they weren’t responding to their community. By simply engaging, replying to comments, and starting meaningful conversations, we got to change that picture. It doesn’t take much to engage with your audience, but it goes a long way.
7. Your Offer Isn’t Clear Enough
You can’t expect customers to buy if they don’t fully understand what you’re offering. Don’t make the mistake of being vague about the value your products or services offer. Even worse, don’t ever, EVER! try to be something to everyone. That’s a first-class ticket to the land where brand confusion, lack of identity and wasted time, money and efforts hold sway.
You need to make it crystal clear what the benefits are, who they are for and why someone in your target audience should buy from you instead of from the competition. Make your value proposition crystal clear and focus on what truly sets you apart.
Conclusion
Marketing is a never-ending process, and I know it can feel overwhelming at times. But if you’re already doing some of these things, it’s time to take another look at them and stop letting opportunities slip away. The best part is that you probably already have what you need to scale your business. You just have to use it properly, measure impact, and continually make improvements.