Everything about being visible where your buyers are actually looking: search, AI assistants, social platforms, paid ads, and the channels that work in Nigeria specifically. Attract is the last wall we build for a reason: visibility is only worth paying for once the rest of the system can hold what it brings in. These articles cover how each channel actually works, what it costs here, and which ones are worth your money before you spend it.
Press coverage used to be marketing’s vanity shelf, until the machines started reading the newspapers. Earned media now accounts for 82-89% of everything AI engines cite, and brands with third-party
Every platform rents you a moment, the Instagram post peaks in a day, the TikTok in a week. YouTube is the one video platform where content compounds: the world’s second-largest
The most useful fact in influencer marketing is one the word “influencer” hides: the smaller the creator, the better the numbers, several times the engagement, ~5× the conversion per impression,
Nigerians spend more time per month on TikTok than users in any other country on earth, first, not top five, and roughly three-quarters of marketers still don’t run campaigns there.
A potential customer is comparing you to a competitor right now, and the review profiles have already decided it. Good businesses end up with bad profiles for one reason: dissatisfied
For a large share of Nigerian commerce, Instagram isn’t a marketing channel, it is the shop: the catalogue is the grid, the sales floor is the DMs, the checkout is
Roughly 97% of your website visitors leave without buying or enquiring, and for most businesses that’s the end of the story. Retargeting is the discipline of refusing to accept that:
SEO and Google Ads aren’t two versions of the same thing at different prices, they’re two different asset classes: one is rent, one is ownership. Confusing them is how businesses
Google Ads has no price list, because you’re bidding in a live auction that reprices every search. But “it depends” is a lazy answer: the price is driven by five
An unusual disclosure: this article is an example of the strategy it describes. Content is the highest-compounding marketing asset a business can build, the average top-10 Google result is over
A business runs a site for four years, quietly accumulating rankings and organic enquiries. Then it launches a beautiful new website, and the enquiries stop. Somewhere between old and new,
Press coverage used to be marketing’s vanity shelf, until the machines started reading the newspapers. Earned media now accounts for 82-89% of everything AI engines cite, and brands with third-party
Every budget answers a question you may never have asked: how much buys sales now, and how much builds the memory that makes future sales cheaper? The research says ~60/40.
Hiring an agency is a strange purchase: you’re buying expertise precisely because you don’t have it, so you’re least equipped to judge quality at the moment you’re choosing it. This
Selling to an existing customer succeeds 60-70% of the time; to a stranger, 5-20%. Existing customers spend 67% more, cost 5-25× less to reach, and leave mostly because of silence,
Posts from personal profiles earn roughly eight times the engagement of identical content from company pages, and the gap is widening. In a market whose first question about any business
Every platform rents you a moment, the Instagram post peaks in a day, the TikTok in a week. YouTube is the one video platform where content compounds: the world’s second-largest
The most useful fact in influencer marketing is one the word “influencer” hides: the smaller the creator, the better the numbers, several times the engagement, ~5× the conversion per impression,
If your best salesperson resigned tomorrow, taking their phone, how many of your leads and half-closed deals walk out with them? For most Nigerian SMEs the honest answer is: most.
Answer a short quiz, it’s what determines if your business qualifies for a free marketing plan.
