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Top 10 Important Digital Marketing Skills Entrepreneurs Must Acquire.

Digital marketing skills in Nigeria

What are the important digital marketing skills you need to acquire if you are living in Nigeria? Are digital marketing skills important to the growth of your business? How can you infuse digital marketing into your business and reach a wider audience?

With increasing internet penetration and mobile phone usage, businesses are shifting from traditional marketing methods to digital platforms in Nigeria. This transition is driven by the need to reach a broader audience, engage customers more effectively, and achieve measurable results.

Entrepreneurs and business leaders in Nigeria are now recognizing the immense potential that digital marketing holds for their business growth and sustainability.

Start Your Business in 30 Days Even If You Don't Have An Idea
Start Your Business in 30 Days Even If You Don’t Have An Idea

See Also: How to transition from idea to starting your business in 30 days.

Importance of Digital Marketing Skills for Entrepreneurs and Business Leaders

Having digital marketing skills is no longer optional in today’s competitive market; crucial. Entrepreneurs and business leaders must understand how to leverage these skills to stay ahead.

Digital marketing allows businesses to connect with their target audience, build brand awareness, and drive sales. For aspiring entrepreneurs, mastering digital marketing skills can mean the difference between success and failure. That is why we dedicate many modules to teaching creative digital marketing in the Start Your Business in 30 Days Program.

With the rise of social media, search engines, and online advertising, marketing has fundamentally changed. Entrepreneurs who understand and can navigate the changes will find new opportunities for growth and innovation. Business leaders equipped with digital marketing skills can make data-driven decisions, optimize marketing campaigns, and achieve higher returns on investment.

10 Important Digital Marketing Skills To Acquire In Nigeria

This article will explore the top 10 digital marketing skills that are important for success in Nigeria. Each of the skills we will discuss plays a vital role in the digital marketing ecosystem.

By mastering these skills as entrepreneurs, you can create comprehensive marketing strategies that drive engagement and conversion. Understanding these key areas will give you a competitive edge in the Nigerian market.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the practice of enhancing a website’s visibility on search engine results pages (SERPs). When people search for information online, they typically choose from the first few results. SEO ensures that your website appears in these top results. This is crucial for businesses aiming to attract organic traffic.

It helps to improve online presence and reach potential customers without heavy advertising costs. By optimizing their websites, businesses can compete effectively in the digital space.

Key SEO Techniques and Tools

There are several techniques and tools that can enhance SEO efforts. Here are some essential ones:

1. Keyword Research
  • Identify relevant keywords that your target audience is searching for.
  • Use tools like Google Keyword Planner and SEMrush to find high-volume keywords.
2. On-Page SEO
  • Optimize title tags, meta descriptions, and headers with target keywords.
  • Ensure content is high-quality and relevant to the search queries.
  • Use internal linking to guide visitors to important pages.
Go from idea to starting your business in 30 days
Go from idea to starting your business in 30 days
3. Off-Page SEO
  • Build backlinks from reputable websites.
  • Engage in guest blogging and influencer outreach.
  • Participate in online forums and social media to increase brand visibility.
4. Technical SEO
  • Ensure your website is mobile-friendly.
  • Improve page loading speed.
  • Use HTTPS to secure your website.
  • Create an XML sitemap and robots.txt file for better indexing.
5. Content Marketing
  • Regularly update your website with fresh, valuable content.
  • Use blogs, videos, and infographics to attract and retain visitors.
  • Focus on creating content that addresses the needs and interests of your audience.
6. SEO Tools
  • Use Google Analytics and Google Search Console for tracking performance.
  • Ahrefs and Moz for backlink analysis and keyword tracking.
  • Yoast SEO plugin for on-page optimization.

How SEO Can Help Your Business Grow

SEO can significantly impact the growth of your business. Here’s how:

1. Increased Visibility and Traffic
  • By appearing in top search results, businesses can attract more visitors.
  • This increased traffic leads to higher chances of conversions and sales.
2. Cost-Effective Marketing
  • SEO reduces the need for paid advertising.
  • Organic traffic is more sustainable and cost-effective in the long run.
3. Builds Credibility and Trust
  • Websites that rank higher are often perceived as more trustworthy.
  • Regularly updated, high-quality content builds authority in the industry.
4. Better User Experience
  • SEO encourages a well-structured, easy-to-navigate website.
  • Faster loading times and mobile optimization improve user satisfaction.
5. Competitive Advantage
  • Businesses that invest in SEO can outpace their competitors.
  • Local SEO strategies can help your business target specific regional markets effectively.
6. Data-Driven Decisions
  • SEO tools provide valuable insights into customer behaviour.
  • Businesses can use this data to refine their marketing strategies and improve ROI.

Mastering SEO as part of your digital marketing skills in Nigeria is a must. It enhances your online presence and drives sustainable growth. Book a session with our business experts if you want to develop a result-driven SEO technique for your business. Entrepreneurs.ng will help your business become top of mind.

Content Marketing

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content. The goal is to attract and retain a clearly defined audience and, ultimately, to drive profitable customer actions. This type of marketing goes beyond traditional advertising by providing information and value to potential customers, thereby building trust and credibility.

For entrepreneurs and business leaders in Nigeria, mastering content marketing is a critical digital marketing skill. It helps in establishing a strong online presence and connecting with the target audience more effectively.

Benefits of Content Marketing for Businesses

Content marketing offers several benefits that can significantly impact the growth and success of businesses in Nigeria:

1. Increased Brand Awareness
  • Consistently publishing valuable content helps increase visibility.
  • It ensures that your brand stays top-of-mind with your audience.

2. Better Customer Engagement
  • Engaging content encourages interactions and conversations.
  • It helps build a loyal community around your brand.
3. Improved SEO
  • High-quality content improves search engine rankings.
  • It drives more organic traffic to your website.
4. Higher Conversion Rates
  • Informative content guides potential customers through the sales funnel.
  • It increases the likelihood of conversions and sales.
5. Cost-Effective Marketing
  • Content marketing is generally more affordable than traditional advertising.
  • It offers long-term value as content continues to attract traffic over time.
6. Establishing Authority and Trust
  • Sharing expert knowledge builds credibility.
  • It positions your business as a leader in your industry.

Types of Content Marketing Strategies

Various content marketing strategies can be employed to achieve different business goals. Here are some effective types:

1. Blog Posts
  • Regularly updating a blog with relevant articles attracts and retains visitors.
  • It allows you to cover topics of interest to your audience.
2. Social Media Content
  • Sharing content on platforms like Facebook, Twitter, and Instagram increases reach.
  • It encourages engagement through likes, comments, and shares.
3. Video Content
  • Videos are highly engaging and can convey messages quickly.
  • Platforms like YouTube and TikTok are popular for video marketing.
4. Infographics
  • Visual content simplifies complex information.
  • Infographics are easily shareable and can boost engagement.
5. E-books and Whitepapers
  • In-depth content offers detailed insights and solutions.
  • These formats are excellent for lead generation.
6. Email Newsletters
  • Regular newsletters keep your audience informed.
  • They help nurture relationships and drive repeat business.
7. Podcasts
  • Audio content provides an alternative to written and visual content.
  • Podcasts are convenient for on-the-go consumption.
8. Webinars and Online Courses
  • Interactive formats like webinars engage your audience in real time.
  • Online courses position your business as an authority in your field.

Mastering content marketing as part of your digital marketing skills in Nigeria is essential for business growth. It enhances brand visibility and drives customer engagement and loyalty. Through content marketing, you can effectively reach and convert your target audience, and ensure long-term success.

Social Media Marketing

Social media has become an integral part of daily life. Platforms such as Facebook, Instagram, Twitter, and LinkedIn are widely used by millions of Nigerians. These platforms offer businesses a unique opportunity to connect with their target audience directly.

Facebook remains the most popular, with a broad user base across various demographics. Instagram is particularly favoured by younger audiences and those interested in visual content. Twitter is known for real-time updates and conversations, while LinkedIn is essential for professional networking.

Importance of Social Media Marketing

Social media marketing is an important digital marketing skill every entrepreneur should have.

Here’s why it’s important:

1. Wide Reach
  • Social media platforms have millions of active users.
  • Businesses can reach a large and diverse audience.
2. Increased Engagement
  • Social media allows for direct interaction with customers.
  • Businesses can engage in real-time conversations and feedback.
3. Cost-Effective
  • Setting up social media profiles is free.
  • Paid advertising options are flexible and can fit various budgets.
4. Brand Awareness
  • Regular posting increases visibility.
  • Social media helps in building and maintaining brand identity.
5. Customer Insights
  • Social media provides valuable data on customer preferences.
  • Businesses can use analytics to refine their strategies.

Effective Social Media Strategies for Businesses and Entrepreneurs

To make the most of social media marketing, businesses need to employ effective strategies. Here are some key approaches:

1. Develop a Social Media Plan
  • Define clear goals and objectives.
  • Identify the target audience and select appropriate platforms.
  • Create a content calendar to plan posts in advance.
2. Create Engaging Content
  • Use high-quality images and videos.
  • Share informative and entertaining content.
  • Incorporate storytelling to connect emotionally with the audience.
3. Consistent Posting
  • Maintain a regular posting schedule.
  • Use tools like Hootsuite or Buffer to schedule posts.
  • Consistency helps in keeping the audience engaged.
4. Use Hashtags Effectively
  • Research and use relevant hashtags.
  • Hashtags increase the discoverability of posts.
  • Participate in trending conversations with appropriate hashtags.
5. Engage with the Audience
  • Respond to comments and messages promptly.
  • Encourage user-generated content and testimonials.
  • Host giveaways and contests to boost interaction.
6. Leverage Influencers
  • Collaborate with influencers relevant to your industry.
  • Influencers can amplify your brand message.
  • Ensure partnerships are authentic and align with your brand values.
7. Monitor and Analyze Performance
  • Use platform analytics to track performance.
  • Adjust strategies based on insights and data.
  • Measure key metrics like engagement, reach, and conversions.
8. Paid Advertising
  • Utilize paid ads to boost visibility.
  • Target specific demographics and interests.
  • Experiment with different ad formats like stories, carousel ads, and sponsored posts.

Social media marketing is one of the digital marketing skills you need to develop as an entrepreneur for business success.

Email Marketing

Email marketing involves sending commercial messages to a group of people via email. These messages can include promotions, updates, newsletters, or any content to engage the recipient.

As a critical component of digital marketing skills you should master as an entrepreneur in Nigeria, email marketing offers numerous benefits.

Benefits of Email Marketing

1. Direct Communication
  • Email provides a direct line to your audience.
  • It allows personalized communication.
2. Cost-Effective
  • Email marketing is affordable compared to traditional marketing.
  • It offers a high return on investment (ROI).
3. Measurable Results
  • Performance can be tracked through metrics like open rates and click-through rates.
  • This data helps refine future campaigns.
4. Increased Engagement
  • Regular updates keep your audience informed.
  • Engaging content can drive traffic to your website.
5. Customer Retention
  • Emails help maintain a relationship with existing customers.
  • Regular contact encourages repeat business.

How to Build and Maintain an Email List

Creating a robust email list is fundamental to successful email marketing. Here are steps to build and maintain it:

1. Use Sign-Up Forms
  • Place sign-up forms on your website and social media.
  • Ensure the form is simple and quick to fill out.
2. Offer Incentives
  • Provide incentives like discounts or free resources for subscribing.
  • This encourages more sign-ups.
3. Create Valuable Content
  • Share valuable content to attract and retain subscribers.
  • Content can include blogs, e-books, and webinars.
4. Segment Your List
  • Divide your email list into segments based on interests or behaviours.
  • Tailored emails increase engagement and relevance.
5. Regularly Clean Your List
  • Remove inactive subscribers to maintain a healthy list.
  • This improves deliverability and engagement rates.

How to Develop Effective Email Campaigns

To make the most of email marketing, crafting compelling email campaigns is essential. Here are some tips:

1. Write Compelling Subject Lines
  • The subject line should grab attention.
  • Keep it short, clear, and relevant.
2. Personalize Your Emails
  • Use the recipient’s name and personalize the content.
  • Personalized emails have higher open and click rates.
3. Focus on Quality Content
  • Provide valuable and relevant content.
  • Avoid overly promotional language.
4. Use Clear Call-to-Actions (CTAs)
  • Include clear and concise CTAs.
  • Encourage recipients to take specific actions.
5. Design for Mobile
  • Ensure your emails are mobile-friendly.
  • A significant portion of emails is opened on mobile devices.
6. Test and Optimize
  • Use A/B testing to try different subject lines, content, and designs.
  • Optimize based on the performance data.
7. Track Performance
  • Monitor key metrics such as open rates, click-through rates, and conversion rates.
  • Use this data to improve future campaigns.

Email marketing is part of the digital marketing skills you must master as an entrepreneur operating in Nigeria. It is a skill that helps you maintain direct communication with your audience, drive engagement, and achieve measurable results.

Pay-Per-Click Advertising (PPC)

Pay-Per-Click (PPC) advertising is a model of Internet marketing where advertisers pay a fee each time their ad is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

PPC ads can appear on search engines, social media platforms, and various websites. When done correctly, PPC can drive targeted traffic to your website quickly and effectively.

For entrepreneurs and business leaders, understanding PPC is one of the essential digital marketing skills you need to acquire to grow your business in Nigeria. It provides immediate visibility and allows for precise targeting of potential customers.

Benefits of PPC Advertising

PPC advertising offers several benefits that can significantly boost your business:

1. Immediate Results
  • PPC ads can start driving traffic as soon as they go live.
  • This is beneficial for new businesses seeking quick visibility.
2. Targeted Advertising
  • PPC allows for precise targeting based on demographics, location, interests, and search intent.
  • This ensures your ads reach the most relevant audience.
3. Cost Control
  • Advertisers can set budgets and control costs effectively.
  • You only pay when someone clicks on your ad.
4. Measurable Results
  • PPC platforms provide detailed analytics and performance reports.
  • This helps in tracking ROI and optimizing campaigns.
5. Brand Exposure
  • Even if users don’t click on your ads, they still see your brand.
  • This increases brand awareness and recognition.
6. Flexibility and Scalability
  • PPC campaigns can be adjusted and scaled based on performance.
  • It allows for quick changes to align with business goals.

Platforms and Strategies for PPC in Nigeria

There are several platforms where businesses in Nigeria can leverage PPC advertising. Here are some of the most effective ones:

1. Google Ads
  • Google Ads is the most popular PPC platform.
  • It allows businesses to display ads on Google’s search engine and its partner sites.
  • Strategies include keyword research, creating compelling ad copy, and using extensions to enhance ads.
2. Facebook Ads
  • Facebook Ads offer highly targeted advertising options.
  • Businesses can create ads that appear on Facebook, Instagram, Messenger, and the Audience Network.
  • Strategies include using custom audiences, retargeting, and creating visually engaging ads.
3. LinkedIn Ads
  • LinkedIn Ads are ideal for B2B marketing.
  • They allow for targeting professionals based on industry, job title, and other professional criteria.
  • Strategies include sponsored content, InMail, and dynamic ads.
4. Twitter Ads
  • Twitter Ads can increase brand visibility and engagement.
  • They allow for targeting based on interests, followers, and behaviour.
  • Strategies include promoted tweets, trends, and accounts.
5. Bing Ads
  • Bing Ads can reach a different audience segment than Google Ads.
  • They operate similarly to Google Ads, allowing for search and display advertising.
  • Strategies include keyword optimization and leveraging Bing’s lower competition.

Effective PPC Strategies Entrepreneurs Can Implement

To make the most of PPC advertising, businesses in Nigeria should adopt these effective strategies:

1. Conduct Thorough Keyword Research
  • Use tools like Google Keyword Planner and SEMrush to find relevant keywords.
  • Focus on long-tail keywords for more targeted traffic.
2. Create Compelling Ad Copy
  • Write clear, concise, and engaging ad copy.
  • Highlight unique selling points and include strong calls to action.
3. Optimize Landing Pages
  • Ensure landing pages are relevant to the ad and provide a seamless user experience.
  • Use clear headlines, concise content, and compelling CTAs.
4. Monitor and Adjust Campaigns
  • Regularly review campaign performance using analytics tools.
  • Adjust bids, ad copy, and targeting based on performance data.
5. Use A/B Testing
  • Test different ad variations to see which performs best.
  • Experiment with different headlines, images, and CTAs.
6. Leverage Remarketing
  • Target users who have previously visited your website.
  • Use tailored ads to encourage them to return and convert.

To drive traffic to your website and achieve your business goals, one of the digital marketing skills you must master in Nigeria is PPC. You need to understand the benefits, leverage the right platforms, and implement effective strategies.

Analytics and Data Analysis

Data is the backbone of digital marketing. Data provides valuable insights that help businesses understand their audience, measure campaign performance, and make informed decisions. For entrepreneurs aiming to enhance their digital marketing skills, getting and leveraging data is important.

Importance of Data in Digital Marketing

1. Understanding Audience Behavior
  • Data helps identify who your audience is, what they like, and how they interact with your content.
  • This understanding allows for better targeting and personalization.
2. Measuring Campaign Effectiveness
  • Data provides metrics to evaluate the success of marketing campaigns.
  • It helps determine what’s working and what needs improvement.
3. Making Informed Decisions
  • Data-driven decisions are more accurate and effective.
  • They reduce guesswork and increase the chances of achieving marketing goals.
4. Optimizing Marketing Strategies
  • Continuous data analysis helps refine and optimize marketing strategies.
  • This leads to better ROI and business growth.

Tools for Data Analysis

Several tools can help businesses in Nigeria analyze data effectively. Here are some essential ones:

1. Google Analytics
  • Google Analytics is a powerful tool for tracking website traffic and user behaviour.
  • It provides insights into page views, session duration, bounce rates, and more.
2. Google Search Console
  • This tool helps monitor and troubleshoot your website’s presence in Google Search results.
  • It provides data on search queries, clicks, and indexing issues.
3. SEMrush
  • SEMrush is an all-in-one marketing toolkit for SEO, PPC, and content marketing.
  • It offers competitive analysis, keyword research, and site auditing.
4. Ahrefs
  • Ahrefs specializes in backlink analysis, keyword research, and site ranking.
  • It helps identify link-building opportunities and track competitors.
5. Hotjar
  • Hotjar provides heatmaps and session recordings.
  • It shows how users interact with your site and where they drop off.
6. HubSpot
  • HubSpot is a comprehensive marketing and sales platform.
  • It offers tools for CRM, email marketing, and analytics.
7. Moz
  • Moz provides tools for SEO, including keyword research, link building, and site auditing.
  • It helps improve search engine rankings.

How to Use Data to Drive Marketing Strategies

Using data effectively can transform your digital marketing efforts. Here’s how to leverage data to drive marketing strategies:

1. Set Clear Objectives
  • Define what you want to achieve with your data analysis.
  • Objectives could include increasing website traffic, improving conversion rates, or enhancing customer engagement.
2. Collect Relevant Data
  • Use tools to gather data on your audience and campaign performance.
  • Ensure the data collected aligns with your marketing goals.
3. Analyze the Data
  • Look for patterns and trends in the data.
  • Identify which campaigns are performing well and which need adjustment.
4. Segment Your Audience
  • Divide your audience into segments based on behaviour, demographics, or interests.
  • Tailor your marketing messages to each segment for better relevance and engagement.
5. Optimize Campaigns
  • Use insights from data analysis to refine your marketing strategies.
  • Adjust your campaigns based on what the data shows.
6. Test and Iterate
  • Implement A/B testing to compare different versions of your campaigns.
  • Continuously test and iterate to improve results.
7. Monitor Performance
  • Regularly check your metrics to ensure your strategies are on track.
  • Use dashboards to visualize data and track key performance indicators (KPIs).
8. Report and Share Insights
  • Create reports to share insights with your team.
  • Use these reports to make data-driven decisions.

To stay competitive, one of the digital marketing skills you have to master in Nigeria is data analysis. With it, you can make informed business decisions.

Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates (partners) for driving traffic or sales to their products or services. Affiliates use their own marketing channels, such as blogs, social media, or websites, to promote a business, service or a product. They earn a commission for each sale or lead generated through their referral link.

Affiliate marketing is one of the important digital marketing skills you need to have as an entrepreneur. It will allow you to expand your reach and increase sales through a network of partners without upfront costs.

Benefits of Affiliate Marketing For Entrepreneurs And Affiliates

Affiliate marketing offers numerous benefits for both businesses and affiliates:

1. For Entrepreneurs:
1.1 Cost-Effective Marketing
  • Businesses only pay for actual results, such as sales or leads.
  • This reduces the risk and ensures a higher return on investment (ROI).
1.2 Increased Reach
  • Affiliates can promote products to diverse audiences.
  • This expands the business’s market presence without additional advertising costs.
1.3 Enhanced Credibility
  • Affiliates often have established trust with their audience.
  • Their endorsements can enhance the credibility of the business’s products or services.
1.4 Performance Tracking
  • Affiliate programs come with tools to track performance.
  • Businesses can measure the effectiveness of their affiliate marketing efforts.
2. For Affiliates:
2.1 Additional Income
  • Affiliates can earn commissions for promoting products they believe in.
  • It’s a way to monetize their online presence and influence.
2.2 Flexibility
  • Affiliates can choose the products or services they want to promote.
  • They have the freedom to market them in ways that resonate with their audience.
2.3 Low Risk
  • Affiliates don’t need to invest in product development or inventory.
  • They can start promoting products with minimal financial risk.

How to Start an Affiliate Marketing Program

Starting an affiliate program involves several key steps:

1. Define Your Goals
  • Determine what you want to achieve with your affiliate program.
  • Goals could include increasing sales, expanding market reach, or building brand awareness.
2. Choose the Right Affiliate Platform
  • Select a platform that suits your business needs.
  • Popular platforms include ShareASale, Commission Junction, and Amazon Associates.
3. Set Commission Rates
  • Decide how much you will pay affiliates for each sale or lead.
  • Ensure the commission rate is attractive enough to motivate affiliates.
4. Create Marketing Materials
  • Provide affiliates with promotional materials like banners, links, and product information.
  • This helps them market your products more effectively.
5. Recruit Affiliates
  • Reach out to potential affiliates who align with your brand.
  • Use social media, email campaigns, and affiliate networks to find partners.
6. Track and Manage Performance
  • Use tracking tools to monitor affiliate performance.
  • Analyze data to understand which affiliates are driving the most traffic or sales.
7. Provide Support and Training
  • Offer training to help affiliates understand your products and marketing strategies.
  • Provide ongoing support to keep them motivated and informed.
8. Evaluate and Optimize
  • Regularly review the performance of your affiliate program.
  • Make necessary adjustments to improve effectiveness and ROI.

Affiliate marketing is one of the digital marketing skills you have to master in Nigeria to enhance your business’s growth. By successfully leveraging the power of affiliates, you can reach new audiences, increase sales, and build a robust marketing network with minimal upfront costs.

Mobile Marketing

With more affordable smartphones and data plans, a significant portion of the Nigerian population now accesses the internet primarily through mobile devices. This shift has made mobile marketing an essential digital marketing skill. Businesses must adapt to this trend to reach their audience effectively.

Why Mobile Marketing Is Important

1. Increasing Smartphone Penetration
  • The affordability of smartphones has led to widespread adoption.
  • Many Nigerians rely on mobile devices for internet access.
2. High Mobile Internet Usage
  • Mobile internet usage surpasses desktop usage in Nigeria.
  • Social media, messaging apps, and browsing are primarily done on mobile.
3. Mobile-First Consumer Behavior
  • Consumers prefer the convenience of mobile transactions.
  • E-commerce, banking, and entertainment are increasingly mobile-centric.

Strategies for Mobile Marketing

To leverage mobile marketing effectively, businesses need to adopt specific strategies:

1. Mobile-Friendly Website
  • Ensure your website is responsive and mobile-optimized.
  • Fast loading times and easy navigation are crucial.
2. SMS Marketing
  • Use SMS to send promotions, updates, and reminders.
  • Ensure messages are concise and provide value to recipients.
3. Mobile Apps
  • Develop a mobile app if it adds value to your business.
  • Apps can enhance user experience and foster customer loyalty.
4. Social Media Engagement
  • Optimize social media content for mobile consumption.
  • Use platforms like Instagram, Facebook, and Twitter to engage with mobile users.
5. Mobile Advertising
  • Utilize mobile ad networks for targeted advertising.
  • In-app ads and mobile banners can reach a broad audience.
6. Location-Based Marketing
  • Use GPS data to send location-specific offers and notifications.
  • This is effective for driving foot traffic to physical stores.
7. Mobile Payments
  • Integrate mobile payment options for a seamless transaction process.
  • Mobile wallets and banking apps are popular among Nigerian consumers.
8. Email Marketing Optimization
  • Ensure emails are mobile-friendly.
  • Use short subject lines, concise content, and clear CTAs.

Importance of Mobile-Friendly Content

Creating mobile-friendly content is critical for engaging your audience and driving conversions:

1. Improved User Experience
  • Mobile-friendly content ensures a smooth and enjoyable experience.
  • Users are more likely to stay and interact with your site.
2. Higher Search Rankings
  • Google prioritizes mobile-friendly websites in search results.
  • This improves visibility and drives organic traffic.
3. Increased Engagement
  • Mobile users prefer content that is easy to read and navigate.
  • Short paragraphs, bullet points, and visuals enhance engagement.
4. Better Conversion Rates
  • Mobile-optimized content can lead to higher conversion rates.
  • Users can easily complete actions like making purchases or filling out forms.
5. Competitive Advantage
  • Businesses with mobile-friendly content can stand out from competitors.
  • It shows that the business values user experience and stays updated with trends.

For entrepreneurs, mobile marketing is one of the important digital marketing skills to have in order to succeed in Nigeria.

Video Marketing

Video marketing is a powerful tool in the digital marketing toolkit. It involves using videos to promote and market products or services, increase engagement on digital and social channels, educate consumers, and reach new audiences.

For businesses in Nigeria, video marketing is one of the digital marketing skills they must master for several important reasons.

Why Your Business Needs Video Marketing

1. High Engagement Rates
  • Videos capture attention better than text or images.
  • They encourage users to stay longer on websites and social media pages.
2. Increased Conversions
  • Videos can effectively explain products or services, leading to higher conversion rates.
  • They provide a more immersive experience that can persuade viewers to take action.
3. Improved SEO
  • Videos improve search engine rankings.
  • They increase dwell time on pages, a key factor in SEO.
4. Versatility
  • Videos can be used across various platforms and for different purposes.
  • They are suitable for product demonstrations, testimonials, tutorials, and more.
5. Enhanced Brand Recall
  • Visual and auditory elements help in better retention of information.
  • Videos create a lasting impression and enhances brand recall.

Types of Video Content Entrepreneurs Can Make

There are various types of video content that businesses can use to engage their audience. Here are some popular ones:

1. Explainer Videos
  • These videos explain a product or service in a simple and engaging way.
  • They are often animated and help clarify complex concepts.
2. Product Demonstrations
  • Showcasing how a product works can attract potential buyers.
  • It builds trust by showing the product in action.
3. Testimonials and Reviews
  • Customer testimonials build credibility and trust.
  • Reviews highlight the benefits and real-life use cases of the product.
4. Tutorials and How-Tos
  • Educational videos provide value by teaching something useful.
  • They position the business as an expert in the industry.
5. Live Videos
  • Live streaming allows real-time interaction with the audience.
  • It’s useful for product launches, Q&A sessions, and behind-the-scenes content.
6. Webinars
  • Webinars are educational sessions conducted over video.
  • They can be used to share industry insights and connect with the audience.
7. Animated Videos
  • Animated content can simplify complex information.
  • It’s engaging and often more affordable than live-action videos.
8. Social Media Stories
  • Short, ephemeral videos that are popular on platforms like Instagram and Facebook.
  • They provide a casual, behind-the-scenes look at the business.

Platforms Entrepreneurs Can Use For Video Marketing

To maximize the impact of video marketing, businesses in Nigeria should utilize various platforms. Here are some key platforms:

1. YouTube
  • YouTube is the second-largest search engine.
  • It’s ideal for hosting long-form video content and reaching a wide audience.
2. Facebook
  • Facebook supports both live and pre-recorded videos.
  • It’s effective for targeting specific demographics through paid ads.
3. Instagram
  • Instagram offers multiple video formats, including Stories and Reels.
  • It’s popular among younger audiences and highly visual industries.
4. LinkedIn
  • LinkedIn is suitable for B2B marketing and professional content.
  • Videos on LinkedIn can enhance personal and business branding.
5. Twitter
  • Twitter’s video features are great for sharing short, engaging clips.
  • It’s effective for real-time updates and quick tutorials.
6. TikTok
  • TikTok is growing rapidly, especially among younger users.
  • It’s ideal for creating short, viral content.
7. WhatsApp
  • Businesses can use WhatsApp Status for sharing updates.
  • It’s effective for reaching a more personal, engaged audience.
8. Vimeo
  • Vimeo is known for its high-quality video hosting.
  • It’s a good option for professional videos and portfolio showcases.

Videos help you connect with your audience. We strongly recommend video marketing as one of the vital digital marketing skills entrepreneurs must acquire in Nigeria.

Customer Relationship Management (CRM)

Customer Relationship Management (CRM) is a strategy and technology used by businesses to manage and analyze customer interactions and data throughout the customer lifecycle. The goal of CRM is to improve business relationships with customers, enhance customer retention, and drive sales growth.

CRM systems compile data from a range of different communication channels, including a company’s website, telephone, email, live chat, marketing materials, and social media.

For businesses in Nigeria, mastering CRM is an essential digital marketing skill. It helps in understanding customer needs, providing personalized experiences, and building long-term relationships.

Importance of CRM in Digital Marketing

CRM plays a crucial role in digital marketing for several reasons:

1. Enhanced Customer Insights
  • CRM systems collect and organize customer data.
  • This data provides insights into customer preferences, behaviours, and needs.
2. Improved Customer Segmentation
  • CRM allows businesses to segment their customers based on various criteria.
  • This segmentation helps in targeting marketing efforts more effectively.
3. Personalized Marketing
  • With detailed customer data, businesses can create personalized marketing campaigns.
  • Personalized content increases engagement and conversion rates.
4. Increased Customer Retention
  • CRM helps in maintaining regular contact with customers.
  • It enables businesses to address customer issues promptly and improve satisfaction.
5. Efficient Sales Processes
  • CRM streamlines sales processes by providing a centralized system for managing leads and opportunities.
  • It ensures that sales teams can follow up on leads promptly and effectively.
6. Data-Driven Decisions
  • CRM systems provide analytics and reporting tools.
  • Businesses can use this data to make informed marketing and sales decisions.

Tools  for Effective CRM

To implement CRM effectively, businesses in Nigeria can use various tools and strategies:

1. Salesforce
  • Salesforce is a leading CRM platform that offers a range of tools for sales, service, marketing, and analytics.
  • It provides extensive customization options to meet specific business needs.
2. HubSpot CRM
  • HubSpot CRM is a popular choice for small and medium-sized businesses.
  • It offers a free tier with essential CRM features and integrates seamlessly with HubSpot’s marketing and sales tools.
3. Zoho CRM
  • Zoho CRM is known for its affordability and comprehensive features.
  • It includes sales automation, analytics, and customer service tools.
4. Microsoft Dynamics 365
  • Microsoft Dynamics 365 combines CRM and ERP capabilities.
  • It offers a unified platform for managing customer relationships and business operations.
5. Pipedrive
  • Pipedrive is a CRM tool focused on sales pipeline management.
  • It provides a visual interface for tracking leads and sales activities.

CRM Strategies Entrepreneurs Should Use

1. Centralize Customer Data
  • Use a CRM system to consolidate customer data from various sources.
  • Ensure data is accurate and up-to-date.
2. Segment Your Audience
  • Segment your customer base into groups based on demographics, behavior, and purchase history.
  • Tailor marketing efforts to each segment for better engagement.
3. Personalize Customer Interactions
  • Use customer data to personalize communications.
  • Address customers by name and recommend products based on their past behavior.
4. Automate Marketing Campaigns
  • Use CRM tools to automate email marketing, social media posts, and follow-up messages.
  • Automation saves time and ensures consistency.
5. Track Customer Interactions
  • Monitor all interactions with customers through the CRM system.
  • Use this information to improve customer service and anticipate needs.
6. Analyze and Optimize
  • Regularly analyze CRM data to assess the effectiveness of your marketing and sales strategies.
  • Make data-driven adjustments to optimize performance.
7. Train Your Team
  • Ensure that all relevant staff are trained on how to use the CRM system.
  • Regular training sessions can help maximize the system’s potential.

The art of boosting sales and satisfying customers stems from effective customer relationship management. Therefore, CRM is one of the crucial digital marketing skills entrepreneurs must master.


In this article, we explored the top 10 digital marketing skills crucial for success in Nigeria. These skills are essential for entrepreneurs and business leaders aiming to stand out in the digital age.

Investing in these digital marketing skills is vital for business growth and sustainability. In the Start Your Business in 30 Days Program, we teach entrepreneurs and business leaders these digital marketing skills. Also, they learn to implement these skills for their business success. Enrol today to stay competitive, enhance your customer engagement, improve your ROI and drive your business growth.

How I Can Work with You to Start And Grow Your Business

If you want to work with me to start a profitable and sustainable business, then enrol in the Start Your Business in 30 Days Program. I will take you from idea to starting your business in 30 days. At the end of the program, you will get a registered business with CAC, logo and brand assets, admin set-up, one-on-one consulting sessions and more. Click here to enrol.

Every week, I teach practical business lessons that have helped thousands of entrepreneurs start and grow their businesses. If you want to benefit from my teachings, click to sign up for the weekly business lesson here.

Promote your business to over 12,000 business owners who are subscribed to my newsletter by sponsoring my newsletter. Get in touch- Ebere@entrepreneurs.ng or 08038874148.

I am an internationally trained award-winning entrepreneur running three profitable businesses and a member of the prestigious Forbes Coaches Council. If you want to consult me about your business, book a session with me through our ‘Ask An Expert’ service here.

Also, I work with companies and established corporations to scale their impact and revenue. Reach us at Business@entrepreneurs.ng if you would like to transform your business.

See the different ways we can help increase your business success.



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