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.
Read More: Are You Buying What You Are Selling?
1. Know Your Customer
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!