Earlier this year, I spent an entire week reading. Not novels or anything light, but back-to-back articles on funnel optimization – from email sequences to writing with a conversion focus to tracking…I read plenty. I wanted to really brush up my knowledge and explore new thinking in those areas, so it was a “read-ful” week, and I was quite proud of myself. Guess what I did next? Nothing.
The insights were brilliant. The ideas I got? Amazing. But life happened. Client work piled up. I got a new referral I needed to pitch for. An awards organizing committee I was a part of had a few pre-event activities I needed to be a part of.. And just like that, all that brilliant knowledge I had found stayed in my head (and OneNote), collecting digital dust.
We all love that spark that comes from discovering something new. It makes no difference if it’s a fresh way to carry out a task, a smart hack, a different way to look at something we thought we already knew…it makes us feel really good to discover new things. Like we’re moving forward. However, unless that knowledge finds its way into your actual work, systems, campaigns, or conversations, it really doesn’t count for anything.
Why This Happens (And How to Catch Yourself)
It’s not that you’re lazy. Or unserious. Most high-performing people are just busy. There’s always something demanding your attention, especially if you’re the kind of person that’s juggling your own work with managing a team, building something from scratch, or trying to juggle a hundred tiny moving parts at once.
Sometimes, the knowledge feels too big. Other times, we overthink execution or wait for the “perfect time.” I announce to you, though, ladies and gentlemen: there’s no perfect time. The knowledge isn’t useful in its untouched state, it only becomes useful when it’s tested, tweaked, and translated into action.
So, What Can You Actually Do With What You Learn?
Here’s what I’m personally committing to (and what you can steal immediately):
One Insight, One Application: Whenever I come across something interesting, I write it down. It makes no difference whether it’s a new email sequence structure or something that can help me improve my time management skills, I write it down, with a clear note on how I’ll apply it.
Specific Implementation Blocks. I block 45 minutes a week to revisit something I’ve learned and build it into something real. No pressure to do it perfectly. Just start.
Accountability: I talk about what I’m testing. Sometimes with my team. Sometimes with my children (yes, there’s no backtracking what you said with today’s generation 😂). The moment you say it out loud, you give it legs. And then you’re more likely to follow through.
Less learning, More Doing. This one’s tough, especially if you’re like me and always on the lookout for something new to learn. But I’ve learned to pause on consuming more until I’ve implemented at least one thing from what I’ve already learned.
Conclusion: Make It Count
Don’t get me wrong. Learning is great. But what counts is turning theory into action. Growth lives in action; the doing of the knowledge you picked up. It makes no difference if you’re running a business, building a brand, scaling campaigns, or even working on improving yourself; what you apply is the difference between feeling inspired and actually making an impact.
So next time you highlight that quote, bookmark that article, or save that tweet… pause for a second and ask: ” What am I actually going to do with this?”
See, I’ve seen plenty in my professional career. From my early days working in advertising, to switching to the client side in oil and gas, financial services, trading and e-commerce sectors, and now as a marketing consultant, I’ve seen too many businesses treat advertising like a magic pill. The truth is, running ads at the wrong time can burn your money faster than sitting in Third Mainland bridge traffic burns fuel.
Here are five moments when you should hit pause on advertising, no matter how tempting it feels to just start spending:
1. When Your Product or Service Isn’t Ready
If your product is full of bugs, inconsistent, or just plain confusing, advertising will only amplify the mess. Ads bring attention. If what you’re offering doesn’t deliver, you’re spending money to lose trust. Fix the product first, after which you can spend to scale awareness.
Ask yourself: “Will someone recommend this after trying it?” If the answer is “no”, drop the advertising idea sharp sharp.
2. When You Don’t Know Who You’re Targeting
The moment I hear “our target is everyone”, I know we are in for a long, wasteful thing. Running ads without a clear audience is like throwing flyers off a rooftop and hoping one lands in the right hands. Without defined buyer personas or at least basic audience insights, your ad budget is basically a donation. Why throw money away?
If you can’t describe your ideal customer in one sentence, pause the ads.
3. When Your Back-End Systems Are a Mess
What happens after someone clicks your ad? Where do they go? What do you say to them? How do you close the sale? If your website is slow, your checkout process is broken, or your customer service is non-existent, it doesn’t matter how great the ad is, you’re leaking leads.
Fix the funnel before you pour in the money, and ensure all the parts of your operations are working as they should.
4. When You’re Not Tracking Anything
This is the one that baffles me the most – how can you possibly want to commit resources (as in, actually spend money!!!) to an activity, where you have no way of measuring the impact?
No tracking = no learning. If you can’t measure what’s working and what’s wasting money, you’re better off just strolling down the street, throwing your money in the air for passersby to catch.
Make sure your analytics, pixels, and conversion goals are working before you hit “publish” on any advertising campaign.
5. When You Just Want “Quick Results”
If you’re running ads out of desperation, pause. Advertising is part of a broader strategy, and not a silver bullet. You need clarity, consistency, and patience.
Ads can accelerate growth, but they can’t fix a business model that’s still figuring itself out.
So, When Should You Advertise?
Once your product is solid, your customer journey is smooth, and you know who you’re speaking to, then go for it. Advertising is a powerful tool, but only in the right hands at the right time and for the right purpose.
One thing people say a lot about me is: “You’re so good with time!” or “When I saw you’re the one leading the prayers, I knew we would finish on time”. I hear it so often, you’d think I have some hidden talent for bending the clock.
Not to be falsely modest or anything, even I know that I’m a star when it comes to being punctual (if I dare say so myself 😎) – I start meetings on time (so long as it’s my meeting, I always say). I wrap things up ahead of schedule. And yes, I tend to deliver work faster than expected. People notice, and they often say it like I was born with this magic skill.
The honest truth is that there’s no magic here. No hidden talent, no superpower, no secret formula that only a few of us know. Keeping to time is a skill, and like any other skill, it can be learnt by anyone. And once you do, it changes everything.
Here’s how I see it.
Punctuality Is Not About Being Gifted
I think there’s this idea that some people are just “naturally punctual.” Like they popped out of the womb already five minutes early for life. Abegi! That’s not the case.
I wasn’t always like this. Early on in my life, the “African time” bug bit me, too. Not just showing up late at meetings, but scrambling to finish tasks, and feeling like there just weren’t enough hours in the day. It was stressful and, honestly, I personally found it very embarrassing. Even though everyone around seemed to think it was normal (after all, surviving Lagos stress every day is worth an Olympic gold medal), I wasn’t comfortable with that type of lifestyle.
What turned things around for me was a simple realisation: managing time well is about choices, not talent. Choices like preparing ahead, being realistic about how long things take, and the big one — respecting not just my time, but everyone else’s too.
It Starts With Mindset
Time is a finite resource; no matter how much money you have, you can never get time back once you’ve lost it. It’s also never just about you, because time is a shared resource in many cases.
When you’re late or miss deadlines, it doesn’t just impact you. It slows things down for your team, your clients, and anyone relying on you. But when you’re on time, things flow better. Everyone feels a bit less stressed.
It’s not about being rigid or living by the stopwatch. It’s about being intentional.
You plan a little better because you see time as something worth guarding. And once you start thinking like that, you naturally begin to manage it better.
Small Habits That Make A Big Difference
Now, you might be wondering — how exactly do you do this? How do you master your time to the point that people think you have one secret sauce that you have refused to share with the rest of the world?
Here’s what’s worked for me (and no, it doesn’t require a productivity coach or fancy tools):
Define a clear start and finish time: Every meeting I host has a clearly defined start and finish time. This might seem like a small thing until you consider how some meetings just seem to take on a life of their own and drag on endlessly. I find that setting an agenda in advance and sharing important pre-reads can make a big difference. This applies to work, as well, as I set precise time blocks for working on tasks to ensure I can use my time in the most efficient and productive manner.
Add buffer time: I aim to be ready at least 20 minutes before anything starts. That way, even if there’s a hiccup, I’m still on track. I remember I was once the host at an awards event, and I had a wardrobe malfunction just as I was about to step out of home! I had to dash back and do some nicks and tucks on the outfit (thank God for Home Economics back in the day!), which was only possible because I had built in adequate buffer time
Break- and write things down: I don’t try to do everything at once. I work in small, focused time blocks. I also write things down as I move along my day, setting alarms, putting entries in my calendar, and making notes of things needing attention. All of these keep me moving steadily without feeling overwhelmed or losing track of what I need to get donw, when.
Prep the night before: Before I end my day, I glance at my calendar for the next day to know what’s coming. Sometimes, I see I would need to get up earlier than usual to close out on something before a meeting or schedule a quick meeting before another one holds. Prepping the night before gives me a head start, and I sleep better knowing I’m ready.
Aim to finish early: This is still work in progress, even for me, but if a deadline is Friday, I work towards finishing it up by Thursday at most. It gives me breathing space, and I’m not panicking at the last minute. This also impacts the quality of your work, because you have time to look things over and make any edits that might be needed.
Conclusion: The Payoff? It’s Worth It
Once you get into the habit of keeping to time, people start trusting you more. Deadlines stop feeling like panic moments, and meetings don’t drag on endlessly. More than that, you feel more in control of your day. You’re not rushing or constantly apologising for running late. You actually have time to breathe, think, and even enjoy your work a bit more.
It’s not about being perfect. It’s just about being intentional and respectful with your time, and you’ll be amazed at how far that gets you.
Earlier this month, I was implementing some new growth strategies for one of my clients, a fast-rising grocery company in Lagos. One of the things I introduced was using screenshots of their Google reviews in social content. The goal? To drive engagement by showcasing real customer feedback.
Simple as it sounds, it worked—brilliantly. Within days, their posts featuring Google reviews had 82% more reach than their other content. People were engaging, saving, and generally having a super time to the client’s joy. It was clear that seeing positive experiences from real customers made others more likely to trust and interact with the brand.
Then, something strange happened.
Dear Numbers: Why The Drop, Please?
A few days into this strategy, we noticed a worrying trend—the number of Google reviews began to drop. Ahhhhh!
When we started with this approach, the client’s Google business page had close to 70 reviews, but suddenly, that number started shrinking. Not only were they not getting new reviews, but existing ones were disappearing. Like, what’s happening? How? Why?
Cue the doubts and second-guessing.
The immediate assumption? The new strategy was somehow backfiring. Maybe customers who saw their reviews being shared on social media got uncomfortable and deleted them? Maybe showcasing reviews was doing more harm than good?
The knee-jerk reaction was to immediately stop posting Google reviews and revert to the status quo.
But something about that conclusion felt off.
Pause. Think. Troubleshoot.
Instead of pulling the plug, I did what any growth strategist worth their salt should do – I took a step back and jumped into investigator mode.
After some digging, I found out the real culprit: a Google bug..
At the time, Google was experiencing a glitch that affected the visibility of review counts. The reviews were still there, but the numbers displayed to users weren’t updating correctly for some business pages.
That was such a relief!
It was also enlightening about how seemingly bad results might not always mean a bad strategy. I mean, if we had shut down the strategy at the first sign of trouble, we would have missed out on a massive engagement opportunity.
That experience reinforced something crucial—growth strategies need time. If we react too quickly to short-term fluctuations, there is a big risk of abandoning effective strategies over temporary issues.
How to Avoid Knee-Jerk Reactions in Growth Strategy
Whether it’s marketing, business development, or any other area of growth, quick reactions can hurt more than they help. Here’s how to avoid getting swayed by every and anything that happens:
1. Set a Timeframe Before You Tweak Anything
Not every strategy will yield instant results. Decide in advance how long you’ll give it before making adjustments. In most cases, a few days or weeks isn’t enough to judge success or failure.
2. Look for Patterns, Not Single Data Points
One bad day (or even a bad week) doesn’t mean a strategy isn’t working. Before changing course, check if there’s a consistent downward trend. Is it a real issue or just a temporary fluctuation?
3. Investigate Before You Act
When something seems off, stay positive and don’t immediately assume the worst. Dig deeper. Could there be a technical issue? A platform bug? A shift in audience behavior that needs further analysis? Jumping to conclusions can lead to fixing the wrong problem.
4. Trust the Process, but Stay Flexible
There’s a balance between sticking to the plan and adjusting when needed. The key is to be thoughtful about changes, not reactive. Evaluate, analyze, then decide.
5. Communicate with Your Stakeholders
When numbers fluctuate, stakeholders may get nervous. Reassure them with data and insights rather than making decisions based on fear.
Conclusion
Growth strategies are not “set and forget,” but they’re also not “panic and pull the plug.” Success takes time, consistency, and informed decision-making. So, the next time something looks like it’s not working—pause. Take a breath. Look deeper. The answer might not be what you expect.
One of the best pieces of advice I ever got came from my very first boss, Kenneth Ezaga. He used to say, “You can only be as creative as what you are exposed to.”
That simple statement has shaped the way I work, think, and approach challenges. I dare say, it sparked the love I have for travel and exploring how people live, interact and even do marketing in different parts of the world.
Feed Your Mind, Expand Your Creativity
Creativity isn’t just about sitting at your desk and waiting for a lightbulb moment. It comes from feeding your mind with new experiences, perspectives, and ideas. The more you expose yourself to different ways of thinking, the sharper and more innovative you become.
But let’s be real—not everyone has the time (or budget) to book a flight just to see how things are done in another country. So how do you broaden your exposure and keep your creativity sharp right from your desk? Here are a few simple ways.
1. Follow What’s Happening Beyond Where You’re At
It’s easy to get stuck in the same routine—reading the same blogs, following the same industry news, and interacting with the same group of people. Try looking outside your usual sources. For instance, I follow marketing campaigns from different parts of the world and try to attend conferences and other networking events, in person or virtually. You can also check out trends on Twitter (X) from countries you’ve never paid attention to. Sometimes, the best ideas come from places you least expect.
2. Change What You Consume
If you only read business books, try a sci-fi or horror novel. If you always watch action movies, throw in a documentary. The brain connects ideas in rather unusual ways, and exposing yourself to different types of content can help you see patterns and solutions you wouldn’t have thought of otherwise.
3. Talk to People Who See the World Differently
Some of the most eye-opening insights come from random conversations. Chat with people outside your industry. Ask your younger cousins what apps they’re using. Have lunch with someone from a completely different background. Fresh perspectives force you to challenge your assumptions and see new angles.
4. Step Outside—Literally
Ever noticed how your best ideas often come when you’re NOT actively trying to think of them? There’s a reason for that. Taking a walk, going to the cinema, trying a new restaurant—these little changes in environment reset your brain and spark creativity without effort.
5. Say Yes to Something New
Attend a webinar you’d usually ignore. Try a different approach to a project. Even small shifts in routine can lead to unexpected discoveries. The goal isn’t to force creativity but to create an environment where new ideas can naturally pop up.
Sometime last year, I made a promise to myself: I was going to write more. Blog posts, thought leadership articles, maybe even a newsletter. I had plans—big, big plans. I was ready to put my ideas out there, share insights from my work as a digital marketing and growth consultant, inspire the younger folks and just generally give my personal brand the attention it deserved.
Fast forward to the end of the year, and most of those plans? They remained plans.
It wasn’t for lack of ideas, though. Life just happened – as it always does. Between juggling clients across different time zones, pitching new business, and trying to have some sort of work-life balance, writing just kept getting pushed down the list. I told myself I’d do it when things “calmed down” and I had a bit more time. Spoiler alert: they never did. I never did.
When You Keep Pushing Things Off
My inspiration to write this post was the realisation that this isn’t just about writing—it happens with a lot of things. That online course you signed up for but never started. The side hustle you keep meaning to launch. Being deliberate about building your personal brand. The gym membership that’s basically a donation at this point….all of it.
You plan to start “next week,” but next week turns into next month, and suddenly, another year is gone.
For me, writing isn’t just about getting words on a page. It’s about sharing what I know, building credibility, opening up new opportunities and, hopefully, inspiring someone else. And yet, I wasn’t making time for it. Does that sound familiar?
So, How Am I Finally Fixing This?
This year, I’m switching things up. Instead of just saying I’ll write more, I’m putting actual steps in place to make sure I follow through.
1. Blocking Out Time Like It’s a Client Meeting
Those who know me well (professionally and personally) know my calendar and I are tight😂If an activity is not on my calendar, it’s not happening. So, I’m scheduling writing time just like I would for a work call. I’ve blocked 1-hour twice every week and it’s non-negotiable.
2. Writing in Small Bits
One of my biggest mistakes was thinking I needed to write long, polished pieces every time (ah, the life of a recovering perfectionist! 😂). Now, I’m okay with jotting down quick thoughts or short blog posts. Not every time long-form content, short can be amazing, too. Plus, some progress is better than none.
3. Using Voice Notes and AI to Make It Easier
Some days, typing feels like too much work. So now, I record voice notes when ideas hit and use AI to clean up rough drafts. The goal is to lower the effort, not the quality.
4. Getting an Accountability System
I’m telling people (like you, reading this) so I can’t quietly back out. I’m also considering a writing accountability buddy—someone to call me out if I start slacking.
5. Starting Small, Then Building Up
Instead of overwhelming myself with a rigid content plan, I’m starting with two posts a month. If that goes well, I’ll increase.
Conclusion? Just Do It.
It’s easy to let personal goals slide when work gets busy. But if something matters, you make time for it. Writing is one of those things for me.
If you’ve been putting something off—whether it’s writing, networking, or finally launching that idea—maybe this is your sign to stop waiting. You can make it happen by making a commitment to start small and stay consistent. Who knows? That just might take you even farther than you expected.
So, what’s that one thing you keep meaning to do but never get around to? It’s time to start. I’m rooting for you and for me, too.
Digital marketing is booming in Nigeria, as it is globally. Businesses big and small are hopping on the trend, hoping to reach more customers and boost sales. It makes sense—everyone is online these days. Whether it’s checking social media, reading the news, or shopping for the latest gadget, the internet is where the action is.
But here’s the thing: doing digital marketing and doing it right are two very different things. It’s not just about posting ads or sharing a bunch of social media updates. To really make an impact, you need to know what’s working and what’s not. That’s where tracking the right metrics comes in.
Think of metrics as the “scoreboard” for your digital marketing game. You wouldn’t play a football match without keeping track of the score, right? Similarly, you shouldn’t run digital campaigns without tracking the key metrics that show how well you’re doing.
This article breaks down the most important metrics you need to track, so you can see what’s working, what’s not, and where to double down.
1. The Basics: What Are Digital Marketing Metrics?
First things first, let’s define what we’re talking about. Digital marketing metrics are numbers that show you how well your marketing is performing. Think of them as the data points that tell you whether you’re scoring goals or just kicking the ball around.
Now, not all metrics are created equal. Some are what’s called “vanity metrics.” These numbers look good at first glance but don’t really help you make smarter marketing decisions. An example would be the number of Instagram followers you have. Sure, it feels great to see that number go up, but if those followers aren’t engaging with your content or buying your products, then what’s the point?
On the other hand, “actionable metrics” are numbers that actually help you improve. They give you insights that can lead to smarter strategies and better results. For instance, tracking your conversion rate—how many people actually buy something after clicking on your ad—can show whether your ads are really working
2. Key Website Metrics to Track
When it comes to your website, there are some numbers you really don’t want to ignore. Here are the main ones:
2.1 Traffic Sources
Imagine your website is a shop. It’s great to know how many people are coming in, but it’s even better to know how they’re finding you. Are they coming directly because they know your brand, or are they finding you through Google searches, social media, or other websites?
Knowing your traffic sources helps you understand which marketing channels are bringing in the most visitors. For example, if you see that a lot of people are finding you through social media, it might make sense to invest more in social ads or content.
2.2 Bounce Rate
Bounce rate is basically the percentage of people who visit your website and leave without checking out any other pages. It’s like someone walking into your shop, looking around for a few seconds, and then walking right out. That’s not ideal, right?
If your bounce rate is high, it could mean a few things:
Your website is slow to load. Especially here in Nigeria, where internet speed can vary, a slow website can quickly turn people away.
Your content isn’t matching what people were expecting. For example, if they clicked on an ad about affordable laptops but landed on a page about high-end devices, they might leave immediately.
Reducing bounce rate can improve your website’s performance. Try speeding up your site, making sure your content is relevant, and ensuring it’s easy to navigate.
3.3 Average Session Duration
This one’s easy to understand—it’s the average amount of time people spend on your website. The longer, the better. It shows that visitors are finding your content interesting and sticking around.
To increase session duration, make sure your content is engaging. For instance, use videos, images, and easy-to-read text. You could also link to related articles or product pages to keep people clicking around.
3.4 Pageviews and Pages per Session
Pageviews tell you how many times a page on your site has been viewed. Pages per session, on the other hand, show you the average number of pages a visitor looks at in one go. The more pages they view, the more engaged they probably are.
Tracking these numbers gives you an idea of how interested people are in your content and how well your website is organized. If people are only looking at one page before leaving, it might be time to re-think your site’s layout or make your content more compelling.
3.5 Conversion Rate
Now, this is the big one. The conversion rate shows how many of your visitors are taking the action you want them to—whether that’s buying a product, signing up for a newsletter, or filling out a contact form.
To boost your conversion rate, make sure your call-to-action (CTA) is clear. It could be as simple as a “Buy Now” button or a “Sign Up” form, but it should stand out and be easy to follow. It’s also a good idea to offer something valuable in return, like a discount if you are a retail company or a free guide.
4. Social Media Metrics That Matter
Social media is huge in Nigeria, as it is all around the world. It’s easy to get carried away by posting non-stop or trends. But how do you know if your social efforts are paying off? Here are the key metrics to keep an eye on:
4.1 Engagement Rate (Likes, Comments, Shares)
Forget about the number of followers for a moment. What really matters is engagement. Are people liking, sharing, and commenting on your posts? Engagement rate gives you a sense of how well your content resonates with your audience. There’s no point having thousands of followers, yet less than 5 of them engage when you post.
To boost engagement, share content that’s interesting, funny, or valuable. Don’t just promote your products all the time. Mix things up with some helpful tips, local news, or even a little humor. Importantly, give your audience a chance to talk to you, too, by encouraging user-generated content – I mean, how would you feel if you were in a relationship and all you heard was the other person’s voice?
Reach is the number of unique people who see your content. Impressions, on the other hand, impressions show how many times your content was displayed, before you can even get into whether it was clicked on or not.
Both metrics are useful, but reach is more important if you want to grow your audience. If you notice that your reach is lower than expected, it might be time to try different types of content or invest in paid social ads.
4.3 Follower Growth Rate
While having a large following isn’t everything, I’ve never seen any brand happy to have their followers stay static for a long period. Tracking your growth rate can help you understand whether your content is attracting new people. Slow growth might mean your content isn’t hitting the mark, while fast growth can signal that you’re on the right track. One way to grow your follower numbers is to create content that’s so awesome, your existing followers share it with others without even being asked – think virality!
4.4 Click-Through Rate (CTR) on Social Media Ads
If you’re running paid ads, CTR is a must-watch metric. It tells you how many people clicked on your ad compared to how many saw it. A low CTR means your ad isn’t catching people’s attention. To improve CTR, experiment with different headlines, images, and offers. Make sure your ad is targeted to the right audience too.
5. Important Email Marketing Metrics
Email marketing can be a powerful tool for businesses in Nigeria, especially when done right. But how do you know if your emails are hitting the mark? Here are the key metrics you should keep an eye on:
5.1 Open Rate
The open rate tells you how many people actually opened your email. If your open rate is low, it might be time to rethink your subject lines. Are they catchy enough? Do they make people curious? If your emails are landing in spam folders, that’s also a problem.
Try using subject lines that are short and to the point, or add a little personalization, like including the recipient’s name. You could also experiment with sending emails at different times of the day to see if that helps.
5.2 Click-Through Rate (CTR)
Once people open your email, the next step is to get them to click on a link, whether it’s to visit your website, read a blog post, or check out a new product. The CTR measures how many people did just that.
If your CTR is low, your email content might not be compelling enough. Make sure your call-to-action (CTA) stands out, and the content matches what your audience is looking for. It’s also good to avoid overwhelming them with too many links—keep it simple and focused. Not every email includes a call to click a link, though, so don’t give yourself sleepless nights if one is not required.
5.3 Conversion Rate
Within the context of email marketing, your conversion rate measures how many people took the desired action after clicking a link in your email. Did they make a purchase, sign up for a webinar, or download an eBook? This metric is crucial because it tells you whether your email campaigns are actually driving results.
To boost your conversion rate, make sure your landing page is consistent with the email content and that it’s easy for visitors to complete the action. Offering incentives like discounts or free resources can also help.
5.4 Unsubscribe Rate
No one likes to see people unsubscribe from their email list, but it’s a reality. If your unsubscribe rate is rising, it might mean your content isn’t relevant, or you’re sending too many emails. Don’t take it personally; use it as a chance to improve.
You could reduce the number of emails you send or give subscribers the option to choose the type of content they want to receive. Sometimes, a small adjustment can make a big difference.
Running paid ads is an investment. The question is – are you sure you’re getting a good return? Here’s how to know if your money is being well spent:
6.1 Cost Per Click (CPC)
CPC shows how much you’re paying each time someone clicks on your ad. Ideally, you want this to be as low as possible while still reaching your target audience. If you’re paying too much, it could mean your targeting is off, or your ads aren’t as relevant as they could be.
Try narrowing down your audience or adjusting your ad copy and images to better match what people are looking for.
6.2 Cost Per Acquisition (CPA)
CPA measures how much it costs to get someone to take a specific action, like making a purchase or signing up for your newsletter. This metric helps you see whether your ads are actually driving sales or just racking up clicks. The goal is to get the most conversions for the least amount of money. A few things that can help you lower your CPA include improving your ad targeting, landing page quality, and ad creatives.
6.3 Click-Through Rate (CTR)
Yes, CTR comes up again because it’s important for paid ads too. It tells you how many people who saw your ad clicked on it. If your CTR is low, your ads may not be appealing to your target audience. To improve it, try experimenting with different headlines, ad formats, and images. It might also help to test various audience segments to see which group responds best.
6.4 Return on Ad Spend (ROAS)
ROAS is a big one. It measures how much revenue you’re generating for every naira you spend on ads. For example, if you’re making N10 for every N1 you spend, that’s a solid ROAS. If your ROAS is low, you may need to rethink your ad strategy. Are you targeting the right people? Is your landing page converting well? Small changes in your targeting or ad creatives can make a big difference in your ROAS.
7. Metrics for Content Marketing
Not as many businesses in Nigeria as should are leveraging the power of digital marketing, but if you’re creating blog posts, videos, or any other form of content, you need to track whether it’s reaching and engaging the right audience. Here’s what to keep an eye on:
7.1 Time on Page
This metric shows how long visitors are spending on a specific piece of content. If people are leaving quickly, your content might not be holding their attention. To increase time on page, make your content more engaging. Use subheadings, images, and videos to break up text, and consider adding interactive elements like quizzes or polls.
7.2 Social Shares
When people share your content on social media, it’s a good sign that they found it valuable. The more shares you get, the bigger your content’s reach becomes. If you notice certain types of content are getting more shares, take note and create more of that. Don’t be afraid to encourage sharing either—sometimes, a simple “If you enjoyed this, share it with your friends!” can do the trick.
7.3 Backlinks
Backlinks are links from other websites to your content. They’re important because they not only bring more traffic but also improve your website’s SEO. The more quality backlinks you have, the higher your content will rank in search engines. To earn more backlinks, create content that’s valuable, informative, or unique. Reaching out to other websites in your industry for guest blogging opportunities can also help.
8. Putting It All Together: Tracking What Matters Most
It can be overwhelming trying to keep up with all these metrics, but don’t worry—you don’t have to track everything all at once. The key is to focus on the metrics that align with your business goals.
If your goal is to increase sales, focus on conversion rate, ROAS, and CPA. If you’re trying to grow your audience, prioritize metrics like engagement rate, reach, and follower growth.
Remember, digital marketing is a journey that involves a continuous process of testing, learning, and optimizing. The more you track and understand these metrics, the better you’ll get at making smart marketing decisions.
Starting a new business in Nigeria is exciting, challenging, and, let’s face it, not for the faint-hearted. You’ve got your product or service ready, maybe even a few rave reviews from friends or family, but now comes the real test: finding paying customers. In a country where competition is fierce, the economy unpredictable, and consumer behavior unique, you’ll need a solid plan. Here’s how to position your new business to attract customers and thrive in the Nigerian market.
And, no, this has nothing to do with banking or anti-financial crime😀 Before you sell anything, you have to know your market like the back of your hand. Understand who you’re selling to, as Nigeria’s market is incredibly diverse—what works in Lagos might not work in Kano. Conduct research to understand your target audience’s needs, pain points, and spending habits.
For example:
In terms of demographics, are your customers millennials in tech hubs like Yaba or middle-aged professionals in Abuja?
What’s their buying power – can they afford premium services, or do you need a value-for-money offering?
What are their cultural preferences, and how do their traditions or values influence their buying decisions?
These are just examples, but a full understanding of these factors helps you design a product that is relevant and a message that resonates with your target market.
2. Leverage Word-of-Mouth Marketing
Nigerians are humans, and generally, humans tend to trust recommendations from friends, family, and influencers more than ads or paid promotions. Your goal is to get people talking about your business. Start with your immediate network—church members, old schoolmates, WhatsApp groups, any and everywhere you can find someone willing to put in a word for you and encourage them to spread that word!
Take it further by encouraging satisfied customers to leave reviews or testimonials. Offering referral discounts or incentives, as well as partnering with influencers who resonate with your audience can also help.
3. Build a Strong Online Presence
Brooooooo…it’s the 21st Century, you know. How can you not have online presence for your business? 😮In today’s world, if your business isn’t online, it may as well not exist, as you’re invisible to many potential customers. Nigerians are heavy social media users, so platforms like Instagram, Facebook, Twitter (or X), and TikTok are goldmines.
It’s not just enough to have an online presence, however, you have to stand out of the clutter. A few things that can help you include:
Post content that informs, entertains, or solves a problem for your audience. If you sell fashion, showcase style tips. If you’re in tech, share hacks or trends.
Reply to comments and DMs promptly. You know us Nigerians, ever impatient for a business to respond even in the middle of the night😂.
Run targeted paid ads on platforms like Facebook, Instagram, Google etc to amplify your reach.
4. Hustle!
It’s hard to imagine if any other folks respect and respond to hustle like Nigerians. If you’re just starting, you can’t sit back and wait for customers to find you. Take your product to where your audience is. Visit marketplaces, offices, or residential areas. You can even get a stand at trade fairs or pop-up events, and also join online communities, groups, industry forums etc to showcase your expertise and offerings.
5. Partner with Other Businesses
Collaboration can be a game-changer, especially for new businesses. Look for established brands that target a similar audience and propose a partnership. For instance, if you sell skincare products, you could partner with a beauty salon. Launching a catering business? Collaborate with event planners or wedding vendors. Offer cross-promotions, bundle deals, or joint events to reach a wider audience.
6. Offer Unbeatable Customer Service
Let’s be honest, customer service in Nigeria leaves a lot to be desired. That’s why great customer service can really set you apart in the competitive market. If your business offers personalized attention, prompt responses, and goes the extra mile, you’ll build loyalty quickly. Some simple ways to delight your customers include following up with first-time buyers to ask about their experience, resolving complaints swiftly or even celebrating milestones like birthdays or anniversaries for loyal customers.
7. Use Pricing to Your Advantage
Nigerian consumers are price-sensitive but also value-conscious. While it’s tempting to compete by slashing prices, focus on offering value for money. Make sure your customers feel they’re getting more than they paid for. Some strategies you could adopt include offering tiered pricing for different budgets, creating bundle deals that look like a steal, and introducing limited-time discounts or promotions to attract first-time buyers.
8. Keep an Eye on Feedback
Feedback is free insight. Whether it’s a glowing testimonial or a complaint, take every piece of feedback seriously. It tells you what’s working and what needs improvement. You can encourage customers to give feedback by sending post-purchase surveys, adding review sections to your social media or website or by speaking to customers directly to understand their experiences.
How to get customers in your business in Nigeria might not exactly be a stroll in the park, but strategy, patience, and adaptability can make a big difference. When you approach it with a clear plan and a customer-first attitude, you’re bound to make the market notice you. So, are you ready to spread those Naija entrepreneur wings and soar? Your customers are waiting!
As the year winds down (already? When were we saying “happy new year” here?!), it’s the perfect time to reflect on what’s been working and what needs a little tweaking in your digital marketing strategy. A good marketing audit helps you take a step back, spot opportunities, and get ready to hit the ground running in the new year.
Why Is a Digital Marketing Audit Important?
The importance of a digital marketing audit can not be overemphasized. Think of it like tidying up your digital house; the cleaner and more organized it is, the better your chances for success.
I’ve spent years helping businesses in different sectors optimize their digital marketing, and trust me, a well-timed audit can make all the difference. The main goal is to identify what’s working, remove what’s not, and find new ways to make your efforts and resources work better. In the sections below, I highlight some of the most important audits and tools to help you get them done right.
Key Digital Audits For Year-End (and Beyond)
1. Website Audit
Your website is often the first place potential customers will interact with your business. If it’s slow or hard to navigate, you’re already starting off behind. A website audit looks at everything from page load speeds and mobile responsiveness to overall user experience (UX) and conversions. How easy is it for someone to make a purchase, sign up, or contact you? An audit helps you spot any friction points that might be turning visitors away.
Hotjar: Helps you understand how visitors interact with your website through heatmaps and session recordings.
GTMetrix: Provides detailed reports on site speed and recommendations for improvement.
2. SEO Audit
I’ve seen firsthand how businesses pour money into paid ads but still struggle to attract organic traffic. Without a solid SEO strategy, your content might as well be invisible to the people who matter most.
An SEO audit helps you evaluate whether you’re targeting the right keywords, whether your content is optimized properly, and how your site is performing in search engines. It also helps you identify any technical issues like broken links or poor mobile optimization.
Tools you can use:
SEMrush: This tool gives a full breakdown of your SEO health, including keyword rankings and backlinks.
Ahrefs: Excellent for checking backlinks, keyword rankings, and site audits.
Yoast SEO (if you’re on WordPress): Helps you optimize individual pages and posts for SEO.
3. Social Media Audit
Social media is an absolute powerhouse for building brand awareness, but not if you’re targeting the wrong people or posting content that doesn’t resonate. A social media audit helps you figure out which platforms are working for you, which content types drive engagement, and whether your audience is growing (or not).
It’s about making sure you’re speaking to your audience, not just shouting into the void. Think of it as a chance to make sure you’re actually building relationships, not just accumulating followers.
Tools you can use:
Sprout Social: Helps you track engagement and performance across multiple platforms.
Hootsuite: A comprehensive social media management tool that allows you to schedule posts and track analytics.
Platform Insights/Analytics: Facebook, Instagram, LinkedIn, TikTok or X, most platforms offer free tools to analyze engagement, reach, and audience demographics.
4. Email Marketing Audit
I can’t count the number of times someone has come to me saying their email marketing isn’t working. However, when I dig into their data, it’s clear they’re not segmenting or targeting their lists properly. A good email marketing audit helps you assess whether your emails are driving opens, clicks, and conversions, or whether they’re just floating in cyberspace.
Look at your open rates, click-through rates, and conversion rates. Are your emails personalized and relevant to your audience? Are you sending too many or too few emails? These are the questions an audit helps you answer.
Tools you can use:
Mailchimp: Provides detailed analytics on email performance and audience insights.
Brevo (formerly Sendinblue): Another solid option for analyzing email campaigns and optimizing deliverability.
5. Paid Advertising Audit
Paid ads can be a game-changer for growing your business, but only if you’re running them right. Without a paid advertising audit, you’re potentially throwing money away on ineffective campaigns.
When I work with clients, I always make sure we track things like cost-per-click (CPC), cost-per-acquisition (CPA), and ROI. These metrics help you see if your ad spend is working, or if it’s time to make some adjustments. If you’re getting leads but not converting them into customers, maybe it’s time to rethink your landing pages or ad copy.
Tools you can use:
Google Ads: Provides performance metrics and recommendations for improving your ads on Google.
Facebook Ads Manager: Gives you in-depth insights into your ad campaigns across Facebook and Instagram.
AdEspresso: A tool that helps you optimize your ads by running A/B tests and providing analytics.
6. Content Audit
Content is still king in digital marketing, but only if it’s the right content. The end of the year is the perfect time to look at your content library and ask: Is it resonating with your audience? Is it driving traffic? Is it optimized for SEO?
A content audit lets you figure out which blog posts, videos, and infographics are performing well, and which need a little revamping. Sometimes, it’s just about repurposing what you already have to reach a broader audience.
Tools you can use
BuzzSumo: Helps you see which of your content is getting the most social shares and backlinks.
Google Analytics: Use this to track page performance and see which pieces of content are driving the most traffic.
Ahrefs Content Explorer: Great for analyzing content performance and researching what your competitors are publishing.
Conclusion: Don’t Wait for a Crisis to Audit Your Marketing
Marketing audits should be regular, not just a once-a-year event. If you’re waiting for a crisis to hit before you look at your marketing, you’re doing it wrong. Regular audits help you stay ahead of the game, tweak your strategies, and make sure you’re on track for a profitable year.
So, as we approach the end of the year, don’t just let everything slide. Take this time to perform these audits, get rid of what’s not working, and double down on what is. Your marketing efforts will thank you for it in the new year and beyond.
A few days ago, an interesting pattern caught my attention, speaking volumes about executive transitions and the importance of positioning. Two major players in Nigeria’s microfinance space made big announcements: one welcomed a new CEO, the other a CFO. Both executives were from top tier players in the commercial banking space, who were not only celebrated for their accomplishments, but had LinkedIn buzzing with congratulatory messages. But there was one thing missing: in both cases, at the time of the public announcement, the LinkedIn profiles of these senior executives still reflected their old roles at their previous companies. It was a subtle oversight, but one that raised important lessons.
In today’s world of rapid leadership changes, this kind of delay might seem small, but it speaks volumes. Why? Because first impressions are everything. For new executives, aligning their personal brand with their company’s identity from day one can shape how they’re perceived, not only by stakeholders but by employees, competitors, and even potential partners.
Marketing Teams and Why Consistency is Crucial
Imagine being the new face of a company but still having your old title and affiliations on display. It’s like showing up to an event as the keynote speaker but wearing a name tag from a past job. The details matter. When executives don’t update their profiles quickly, it signals that either they or the company didn’t prioritise their digital debut. And in today’s digital age, people notice.
The gap between a company announcement and an executive’s updated profile highlights a core principle: consistency in branding isn’t just nice to have—it’s essential. Executives should take charge of their narratives by making sure their digital presence aligns with their new role immediately. This shows they’re engaged, committed, and ready to lead.
A Smooth Transition: How to Get It Right
So, what does it look like to get executive positioning right? It starts with a simple yet impactful step: update all professional platforms as soon as the announcement is public. This includes LinkedIn, personal websites, and professional bios. The new role should be front and centre, reinforced by posts that highlight excitement and forward-looking visions.
But it doesn’t stop there. A newly appointed leader should echo the company’s voice while still staying true to their own. If a company stands for reliability and stability, the leader’s initial posts should resonate with that message. Conversely, if the company prides itself on innovation, the executive should lean into their dynamic ideas.
Conclusion
A strong debut in a new senior role isn’t just an announcement; it’s an opportunity to align, connect, and lead with impact. So, next time you or your company celebrates a new chapter, remember that the digital story you tell is just as important as the role itself.
