Marketing Strategies to Increase Sales

Running a business in Nigeria comes with its own set of challenges. One of the biggest is standing out and convincing people to spend their hard-earned money on your product or service. This is even harder when you’re in a saturated industry like retail.?

So, how do you attract customers and keep them coming back? We’ve curated some marketing strategies that can help you with that. Keep reading to learn more.?

1. Understand Your Market

You can’t sell effectively if you don’t know who you’re selling to. So you must study your customers. Ask yourself:

What do they want? What are their challenges? What’s their spending power? How do they like to shop??

For example, many Nigerians love deals and discounts. A supermarket can attract more customers during the weekend by offering “buy one, get one free” on essentials. This way, you can build anticipation for the weekend while leveraging an average Nigerian’s love for cheaper products.

Additionally, when you understand your customers' challenges, you can tailor solutions to help. For example, suppose your target audience includes busy people who don’t have enough time to go shopping. In that case, you can offer convenience by creating an online storefront where they can shop and get the items delivered swiftly.?

2. Leverage Digital Marketing

You don’t need anyone to tell you that the country has widely adopted social media. Platforms like WhatsApp, TikTok, Facebook, X, and Instagram are goldmines for reaching customers. So, now more than ever, you need to start posting online to reach new customers. Even existing customers will be glad to see your offerings online and order from the comfort of their homes.?

Say you sell fashion items, post pictures of your products on Instagram. Add captions like, “Turn heads this weekend with this Ankara piece for just ?10,000. Limited stock available.” Pair it with WhatsApp status updates and TikTok videos.?

Using a caption like in the example above attracts users by telling them how attractive they’d look in the Ankara piece. An average Nigerian likes to stand out and this knowledge comes from understanding your market. Also, saying “limited stock available” creates a sense of urgency that urges the audience to take immediate action instead of putting it off till later.?

To effectively use digital marketing to increase sales, you must learn how each social media platform works, including the demographics (age, gender, employment, etc) of people on each platform. Then produce high-quality images and learn how to write attention-grabbing captions.?

3. Build Relationships with Customers

Happy customers bring more customers. So you must treat your customers like royalty, whether they spend ?500 or ?50,000. Many retailers have the habit of fighting with customers and “doing shakara” just because they feel like they don’t need the customer’s money. That’s the wrong way to go about business.?

The business world has turned customer-centric. Everything centres on the customers now. That’s why they say “customer is always right.” In reality, the customer is not always right. But a smart business owner treats customers with respect whether they’re wrong or right.?

Engage with customers personally. Train your staff to be polite and respectful. After all, respect is a big thing in Nigerian culture. Do occasional check-ins. If you haven’t seen a customer in a while, reach out to them.?

You can also reach out to new customers to thank them for coming or inform existing customers about new arrivals. Customers appreciate businesses that make them feel valued.?

4. Use Data to Drive Decisions

Data is your secret weapon for smarter marketing. Instead of guessing what works, let data tell you. Track your sales trends to see what products people buy the most.?

For example, a shoe retailer may notice that sneakers sell better than formal shoes during the rainy season. Then they use this insight to stock up on sneakers ahead of time and push promotions around them.?

That’s smart, right? You can also track trends for your business and gather enough data to make informed decisions. Customer feedback is also valuable. If customers keep asking for a specific type of product or different payment methods, listen and adapt. Don’t be the vendor that insists on always doing things their own way. You’ll lose customers faster than you can say your name.?

Find a way to get relevant data. You can use tools like Google Analytics or even a simple spreadsheet (that you populate with new information) and analyze periodically for insights to make data-driven decisions that work.?

5. Run Promotions and Discounts

Everyone loves a good bargain. Tell a Nigerian you’re offering discounts on your products and they’ll come ready to stock up (or overspend) while the price is cheap. Promotions also grab attention and attract new customers. Plus if you deliver quality products, you can make them repeat buyers.?

While promotions and discounts are great for boosting sales, ensure you’re not hurting your business by running sales so often. You can schedule your promotions for specific periods like during festive periods such as Christmas, mid-year sales, etc. Just make sure you’re actually making profits.?

Another thing you can do is offer flash sales where items are discounted for a limited time. Announce it boldly. For example, “ 24-hour only! All skincare products at 30% off. Shop now.” This creates urgency and motivates people to buy quickly.?

6. Partner with Influencers

Influencers are people who can convince others to buy products because of their popularity, expertise, or connection with their followers. When they recommend a product to their community, they often get high turnarounds.?

To boost sales for your business and reach new customers, you can partner with influencers who have a strong and committed following. For better results, target niche influencers. For instance, if you run a makeup business, collaborate with a beauty influencer who can showcase your product in action. This breeds trust and leads to higher conversions.?

You can also leverage the influence of popular people in your local community. If people trust their recommendations, then a word from them about your business can significantly boost local traffic.?

7. Optimize Your Storefront (Physical and Digital)

First impressions matter. If you run a physical store, make it inviting. Display your best products at the entrance. If you sell female clothing, for example, you can display the most popular clothing items on dummies. Then organized others on the hanging rack.

Also, ensure your store is clean and organized. Group similar items together. For example, shirts on one rack, dresses on a different one, and jeans on another. A cluttered store turns customers away and makes it difficult for you to find items quickly.?

If you have an online presence, ensure your social media page is well-organized and visually appealing. Use tools like Canva to create a branded backdrop for your images to maintain a cohesive look.?

Then for your website, make sure navigation is simple and intuitive. Let your product categories be clear. Use high-quality images and offer different payment options to enhance the customer experience. If your website is not customer-friendly, you can lose potential customers.?

Final Thoughts

Marketing is an essential part of your business you can’t overlook, especially if you want to grow. You can achieve and exceed your sales goals with the right marketing strategies. There are several marketing advice out there, but your focus should be on strategies that resonate with your audience and reflect your business’s unique strengths.?

We’ve given you a foundation. Now, it’s time to put the strategies to work. Start small, stay consistent, and watch your sales grow.?