Digital Marketing in Nigeria: Selling Without Shouting

In Nigeria, if you are not on WhatsApp, you are closed for business.

WhatsApp Business App:
Stop using the normal WhatsApp.
- Catalog: Upload your products with prices. It's like a mini-website.
- Quick Replies: Save answers to "How much?" and "Location?" so you don't type them 50 times a day.
- Labels: Tag customers as "New", "Paid", "Pending Delivery".

The Status Strategy:
Don't just post product photos. Post value. Post reviews. Post "Behind the Scenes". The goal is to build trust, not just noise.

Know your audience.

Instagram (The Shop Window):
- Best for: Fashion, Food, Skincare, anything visual.
- Strategy: High-quality photos are non-negotiable. Use Reels for reach.

Facebook (The Mass Market):
- Best for: Real Estate, Supplements, older demographics (40+).
- Strategy: Groups are powerful. Join local community groups (e.g., "Moms in Lagos") and add value before selling.

TikTok (The Viral Machine):
- Best for: Gen Z, Gadgets, quirky products.
- Strategy: Be entertaining. If it looks like an ad, they will scroll.

Organic reach is dead. If you want speed, you must pay.

The Payment Issue:
Dollar cards often fail on Facebook.
- Solution: Use the "PayU" option when setting up your Ad Account. It allows you to fund your wallet using a standard Naira Debit Card (Verve/Mastercard).

Targeting:
Don't just target "Lagos". Target by interest.
- Selling baby clothes? Target "New Parents".
- Selling luxury watches? Target "Frequent International Travelers".

When someone searches "Plumber near me", do you show up?

Google Business Profile (formerly GMB):
- It is FREE.
- Register your business location.
- Ask every happy customer to leave a 5-star review.
- Result: You show up on the map when locals search for your service. This is the highest converting traffic because the intent is high.

You don't need Davido to post your product.

Micro-Influencers (5k - 50k followers):
- Pros: High engagement. They reply to comments. Cheaper (sometimes just free products).
- Cons: Smaller reach.

Macro-Influencers (500k+ followers):
- Pros: Massive awareness.
- Cons: Expensive. Low conversion rate (many followers are just there for entertainment).

Advice: Use 10 Micro-influencers instead of 1 Macro-influencer.