How to Do Online Marketing in Nigeria

How to do online marketing in Nigeria involves understanding digital marketing components which are internet display advertising, search engine marketing, content marketing, influencers marketing, social media marketing, and mobile marketing, and factors such as target customers, competitors, climate, company, and collaborators. These are the things that will enable you to do online marketing in Nigeria effectively and achieve the company’s objectives: traffics, awareness, sales, public enlightenment, leads, etc.

However, you do not have to know all the digital marketing components and factors before you can start online marketing in Nigeria, but the more you know (multiple strategies), the more you will be able to do online marketing in Nigeria and get good results for your marketing because there is no an all-conquering approach to online marketing in Nigeria; i.e., knowing different online marketing methods will go a long way helping the company because industries differ.

How To do online marketing in Nigeria things to know

Online marketing components

  • Internet display advertising
  • Search engine marketing
  • Content marketing
  • Influencers marketing
  • Social media marketing
  • Mobile marketing

Other factors of online marketing in Nigeria are 5Cs of marketing

  • Customers
  • Competitors
  • Climate/Context
  • Company
  • Collaborators

So now, let break them down and explain where each comes to play, and how they can be used to do effective online marketing in Nigeria.

The online marketing Components

Internet display advertising

Virtually all the sponsored advertising activities online fall into the internet display advertising, such as banner advertising. How to do the display advertising:  write headlines/ads copies, and design banners, then, there are millions of websites in Nigeria where you can pay to place your advertising banners as many days as you want, and promote your business online in Nigeria. Their online advertising rates differ from news portals, forums to blogs.

Search engine marketing

Search engine marketing is categorized into two: organic and paid.  This allows you to have your business in Nigeria display on top of search engines such as Google, Yahoo, Bing, Aol, etc.  How to do the search engine marketing:  for organic, you need to carry out an audit on your site that focuses on Nigeria and do “On and Off” page optimization using the right keywords/phrases your target customers in Nigeria use to search for your business and services. If you do not know how to go about using this to promote business online in Nigeria, see AdHang’s SEO services in Nigeria and hire the agency to help you.  For paid display, visit the search engine of your choice and pay them to place your advert on the top of the searches people from Nigeria are making. You can equally be helped by the agency if you need the help.

Content marketing

Content marketing as a way to do online marketing in Nigeria involves the usage of videos, reviews, testimonials, newsletters, articles, press releases, etc. This is one of the greatest ways on how to do online marketing in Nigeria. How to do the content marketing: create one or two of the tools mentioned, and get them to thousands of places as much as possible. For example, you can write a press release and use press release distribution services in Nigeria to circulate it to hundreds of online places targeting Nigeria. Content is one the best ways to advertise your business online in Nigeria for a long run.

Influencers Marketing

Influencers marketing is a usage of a popular, trusted, or person considered to be an authority in a given niche to reach a target market in Nigeria. There are thousands of influencers in Nigeria, ranging from bloggers to Nigerian news portals. This is a good way to advertise your business online in Nigeria, by using other people(webmasters, bloggers, eCommerce owners, etc). How to marketing using influencers marketing is simple: contact bloggers, or online media owners, etc, to promote your business, products, or services.  You can send to them contents to publish/promote, or they can write it themselves in a manner that will resonate with their visitors.

Social media marketing

Social media is one of the ways to do online marketing in Nigeria, though popular, not necessarily the best (depending on the objective of the social media marketing), because it is often misunderstood to mean Facebook and Twitter. There are at least 6 categories of social media: photo(Instagram, Pinterest, etc) social networking (Facebook, Linkedin, etc), forum (Cokoye, Warriorforum, etc), video (Dailymotion, Youtube, etc), news aggregator (Reddit, Feedly, etc), presentation (Slideboom, Slideshare, etc) and wiki (Aboutus, Wikia, etc).  There is so much wrong information about social media marketing out there, you have to know what you are doing here, or hire AdHang. How to do the social media marketing: be clear about what you want to achieve, identify which of the category of social media to use and tools, and choose whether sponsored or free and start the advertisement.

Mobile marketing

Mobile marketing is an important aspect of how to do online marketing in Nigeria:  from mobile landing pages, mini banners, to mobile applications. As many Nigerians carry their mobile phones around, this makes it easy to advertise your business online in Nigeria through mobile devices.  How to do the mobile marketing: you can use third-party’s ads networks to reach Nigeria’s mobile users, send bulk SMS, develop apps, etc.

how to promote business online in Nigeria

The above online marketing methods are just components of digital marketing and just one side of the story. If you are an advanced marketing professional or a company with an experienced marketing department that just wants to refresh; the above would just be enough to kick-off your online marketing in Nigeria (just set your budget, KPIs, and create ADS contents, and you are ready to go, then monitor and measure).  Otherwise, you have to read further, because your interpretation of any of the above is a function of your knowledge base.

The 5CS of marketing


Who are your customers (male, female, adult; which age bracket, etc)? Where are they located (Lagos, Abuja, Anambra, all over Nigeria, etc)? What is the best time to reach these people? Etc.  You should know your target audience’s demography, and psychographics to effectively advertise your business online in Nigeria.


Who are your competitors targeting Nigeria, and how effective are their online marketing compare to what you want to do?  Competitors are not only the ones that registered with the corporate affairs commission, or firms that put big billboards in the streets. There are latent competitors ( those who can satisfy the same need, using different methods, for example, coca-cola is competing with any product that can quench thirst, such as bottle/sachet water, etc).  Understanding competitors and what they are doing will enable you to position your brand effectively, and advertise your business online in Nigeria,  dominate the market, and constantly making sales.


In a business environment, there are many things that go on here (PESTLE) that you need to have basic knowledge of before you can start online marketing in Nigeria. But at this level, what you should care about most is the law that governs your industry. For example, if your product has to do with health, it needs to be approved by FDA, or NAFDAC, also, there are words you are not allowed to use in your health’s product adverts, such as “permanent, “forever”, “complete cure”, etc.  By the way, AdHang can help you market your health care products in Nigeria.


You need to carry out a SWOT (Strength, Weakness, Opportunities, and Threat) analysis to know where your company/product stands and the direction to go in its online marketing in Nigeria.  You cannot talk about how to do online marketing in Nigeria without critically looking at the company and its brand in terms of the above four factors; then understanding the competitive advantages to use in positioning the company in the marketplace in Nigeria. The more you understand your company in relation to the industry and consumers’ perception, the more you can effectively advertise your business online in Nigeria.


What are the skills needed to properly execute the online marketing in Nigeria? The components of digital marketing stated earlier require at least 10 professionals to effectively do them. Professionals such as online media planners, online advertising managers, video producers (scriptwriter, voice-over talent, etc), graphic designers (banners designers), content producers, headlines/ads copywriters, etc. Alternately, to save time and headache, you can outsource everything (all the creative works, online media planning, and advertising administrations) to an online marketing agency such as AdHang.

How to advertise your business online in Nigeria