This is a question from Peter, a community member at Mind and Mouth.

Happy Sunday to you. I have been a follower of your blog for a while and it’s been great. I would like to ask a sincere question, how effective is inbound marketing in Nigeria for Nigerians since you are an inbound specialist? Thank you.   

Thanks Peter for the question.

Inbounding Marketing is effective in Nigeria for Nigerians, however it is important to first understand the concept of inbound marketing and why many people/companies in Nigeria are yet to embrace it.

Inbound Marketing as a term was made popular by HubSpot, a software company who’s had amazing success and building an entire business on the term (loosely).

What is Inbound Marketing?

Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more. – HubSpot

The major themes around Inbound Marketing is simple

Create and share good content – Create content that your potential customers will love and share it far and wide.

Create a life-cycle plan – Have a plan to turn strangers into visitors, contacts, customers and ambassadors. Create content at each level that moves them to the next stage.

Personalize your content – Learn more about your leads and potential customers and tailor your content to them. This will be achieved over time.

Use various channels – Utilize various channels to reach your potential customers. It is better to first meet them where they are.

Integrate with useful data – Access to data and analytics of your inbound effort allows you to optimize and improve your content creating and targeting.

Here’s a simple diagram from Hubspot that illustrates the four inbound marketing actions

inbound

 

Attract –

This is the first step and an integral step in the inbound marketing framework. Create content that will attract the right prospects towards your product or service. Creating a Buyer Persona is a great way to get to identify your ideal customer. At the attract stage, some of the tools you can use include:

  • Blogging
  • Your website pages
  • Search Engine Optimisation
  • Sharing on Social Platforms

Convert –

Once you have attracted people that are ‘somewhat’ interested in your content, the convert stage is to get them to raise up their hand and show a bit more commitment by giving you their personal details in exchange for more suitable content e.g. ebooks, whitepapers, video, infographics etc. Anything that is worth paying for with their email address at the minimum. At the convert stage, some tools you can use include:

  • Landing pages to create unique offers
  • Visible call to actions to guide them in making the ‘right’ decision
  • Forms to collect person details
  • You can create that.

Close –

This is where you start to tie everything together and convert the leads into paying customers. At the close stage, some tools you can use include,

  • Marketing Automation to keep track of prospect touch points and get in touch with them at the right time in the buyer journey. This also includes email marketing with follow up campaigns.
  • Email with useful and relevant content to nurture and close prospective leads.

Delight –

With inbound marketing, creating useful content is not just about acquiring new leads; it is also about delighting your customers by sharing valuable information that keeps them with your brand. At the delight stage, some tools you can use include:

  • Social listening and monitoring tools that helps you keep track of conversation about your brand, product and services on social media.
  • Marketing Automation to intelligently position your customers with new products or up-sells that helps them achieve their goals.
  • Smart Actions presents your customers with personalized messages based on their interactions with your brand.

Why are Nigerians (including organisations) not prioritizing and actively using Inbound Marketing?

No clear understanding of Inbound Marketing

After speaking to a lot of organizations including multinationals and SMEs, it is clear that many do not understand how inbound marketing encompasses the entire sales funnel. They are more likely to use Inbound Marketing to attract prospects and stop there.

Outbound Marketing is still preferred by Digital Marketers

Digital Marketing experts who understand inbound marketing still prefer to use outbound marketing to get ‘quick’ results for the companies they work with. The slow adoption of digital marketing and the high expectations from companies means digital marketers have to get the job done and show their clients the numbers to get repeat business.

Lack of regulation on Email and SMS blasts

Although this is changing slightly with DNS (Do Not Disturb) service from telecommunication providers, the relative ease of acquiring phone numbers and email addresses, and the ability to market to them without restriction and without opting in makes it easy to ignore all inbound marketing techniques. Why create content that your potential clients will love, in order for them to optin and introduce them to your product or service, when you can just send emails and sms to millions of people about your product and service whether they want to know about it or not?

This bad practice has gone on for so long, but new changes in the industry will force everyone to place leads first, create content that is useful and nurture those leads into paying customers.

Unsolicited sms delivery rates are dropping sharply, consumers are wise enough to SPAM unsolicited email content and businesses are learning that although this mass communication is going out, the ROI is gradually decreasing.

Conclusion

Using Digital Marketing? Then a long term plan is required with Inbound Marketing because when the industry finally matures, your business will remain standing with loyal customers you have attracted, converted, closed and delighting!

Do you want more customers?

If you are a growing business with a customer base and proven products and services that are already selling call 08090857240 to have a brief chat about using Digital Marketing to grow your business FAST!

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