The typical Nigerian business is constantly evolving, and it’s more intertwined with digital marketing than ever before.
Marketing has always been the major point of call for most companies in Nigeria when they need more exposure and sales. More so, most brands are looking to online marketing as a powerful marketing tool. This is a good strategy taking into consideration that the Internet has made the world a global marketplace. With this tool, companies are not restricted by their local regions. However, companies and small businesses might require the services of digital marketing agencies in order to achieve their aims and targets. Digital marketing agencies have the expertise in utilizing the many tools of the digital world to help businesses achieve their goals.
Mind you, there are several digital marketing agencies in Nigeria, with each boasting of different services and benefits. These offers can be quite confusing to the average Nigerian business owners. To help you make better choices, these are a few vital things to consider before hiring a digital advertising agency in Nigeria.
What to know before hiring a digital marketing agency in Nigeria
Understand Why You Need Digital Marketing
Most people tend to hire digital marketing agencies because every other business is doing it. Digital marketing is so broad that it’s so easy for several businesses to spend money on aspects that aren’t so important to their business. Know and clearly outline the reasons why you want to hire a digital marketing agency. This will help you know which digital marketing agency is most suitable for you.
Furthermore, it could be disastrous if you are a complete novice to the different types of terms used in digital marketing. We’ve had an experience of a company that hired a digital marketing ‘expert’ without an understanding of what they needed; not only did the agency cheat them of their marketing resources, they also didn’t produce great results.
Know Your Requirements
Once you realize why you need to hire a marketing agency, it’s time to be specific about the requirements and goals you want to achieve. This step will help you hire the right marketing agency, and also to analyze your ROI. Moreover, our clearly outlined goals will help you determining what type of digital marketing agency you want to hire. If you’re looking to improve some parts of your digital marketing, you might want to focus on an aspect of digital marketing like social media marketing, email marketing or even SMS marketing.
Have Basic Knowledge of Digital Marketing
By having a base knowledge of online marketing, you’d able to fix the right price during negotiations with digital marketers. In addition, knowing the basics will help to know the specific aspect of digital that can get you the most sales. Remember, you have to know what you want to achieve, or else you stand a chance of losing your investments in marketing.
Knowing Your Target Audience
Hiring the right digital marketing agency, can be difficult especially in a highly competitive place like Nigeria. Once you know the basics and the lingo of online marketing, it’s time to familiarize yourself with your demographics. Knowing your audience or demographic, will help you to fine-tune your search for a suitable marketing agency. Mind you, some agencies are adept at targeting specific audience than others.
Request/Research Client Portfolio
You’ve decided your niche, and have made a few enquiries about a few digital marketing agencies that fit your niche. Now, it’s time to research on your preferred agency’s portfolio. Before hiring, it’s extremely vital to make enquiries about their previous clients, and the products they’ve helped to market. This will give you an insight on their preferred strategy and how they plan to implement it in your own business.
Be Upfront About Your Likes and Dislikes
This might probably be the most important thing you need to pass across before hiring a digital advertising agency in Nigeria. By doing so, you are setting boundaries and clear terms. The role of digital marketing agencies is to create amazing content that will drive in sales. They are supposed to interpret your needs and wants, and providing a clear example of the tone, style of writing/graphics, and type of writing that you desire, will go a long way in helping them to achieve this.
Know Their Definition of Success
There are so many definitions of success for different digital agencies. Therefore, it’s important to always enquire about what they count as an effective marketing strategy. Some digital marketing agencies rely on execution rather than strategy. Strategy is important if you want your adverts campaigns to run continuously. Remember, this is the stage when you decide if it’s more important to build a brand first or generate revenue.
SEO Differs From Content Marketing
SEO is the driving force for most digital marketing campaigns, since it dictates the placement and exposure of your content to the target audience. SEO ensures long-term results even when the campaign is over. Your ROI increases with the long-term rewards that comes with SEOs. So, if your digital marketing agency only talks about ads and over priced campaigns without mentioning Search Engine Optimization, it’s probably time to move on.
Google Analytics is Important
Google Analytics should be an important tool for brands and corporations when utilizing the services of digital marketers. Google analytics goes beyond the number of views your page can generate. It is an in-depth analysis of how a digital advert campaign engages people and involves calculating the ROI. This is one of the major reasons you should know the basics of digital marketing before hiring a digital marketing agency.
It all boils down to how much you are willing to fork out for your digital media campaign. Therefore, the digital marketing agency you are hiring should fit into your budget, in order to avoid any unnecessary expenses along the way. So, being upfront about your budget before hiring is important. We always advice clients to go for a budget that can be sustained long term. Remember that digital marketing isn’t a one time thing, it must be continuous if you want to keep seeing results.
You should know that digital marketing is dynamic – it’s ever evolving. New tools for digital marketing are appearing everyday, and it’s best to hire an agency that can effectively navigate these uncharted waters. Therefore, you should always inquire if your prospective digital agency is up to date on current trends.
A good digital campaign should captivate your audience in the first few seconds. In fact, creativity is one of the main reasons you are employing the services of a digital marketing agency. You should check their portfolio and most importantly examine their strategy for your business; does it stand out from the regular digital campaign out there?. Creativity will always showcase your business in the best light.
Truth be told, choosing a digital marketing firm in a competitive place like Nigeria, can be quite difficult. However, with the info in this piece should give you the confidence you need to hire the best digital marketing agency in Nigeria without sounding like a novice.