How SMEs Can Take Advantage of Social Media Advertising for Scalability – Business Post Nigeria

Marketing

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By Otori Emmanuel
For every company out there, there is an in-depth goal to increase its market share in both the local and global market space. The profit margin of a company is largely dependent on the audience at its disposal.
Before now, companies have used various forms of advertising to promote their product in order to reach their target audience, including traditional forms like newspaper publications and radio broadcasts. These ad methods delivered effective results until the masses moved to social media.
Currently, with over 3.7 billion people on different social media platforms engaging their times in ways that make them happy, every business should definitely have a cut of this mass audience as their potential customers.
With people of different demography, gender, age and behaviours all in the social media space, there is absolutely a guarantee that every company’s audience is represented in this space.
Amongst the various forms of advertising, social media ads have recently dominated the advertising sector. Companies have multiple options in the form of platforms which deliver massive results through the audience at their disposal, with Facebook alone having 2.9 billion active users on monthly intervals.
Also, there are over 10 social media platforms for individuals and organisations to choose from, including Facebook, Instagram, Twitter, Pinterest, etc, when choosing to promote their brands.
Social media advertising is very effective because of its conversion rate. On average, over 28% of users on the internet have agreed to make choices of brands and products when they see them as ads on the internet.
Over 80% of the United States population is using one or more social media platforms. This has worked for both sellers and buyers. For the buyer, it has created awareness of new products to choose from and updates on existing ones. The promoter or organisation gets the most out of it, as they get to increase sales conversion, grow audience reach, help to understudy competitors and boost brand image. However, this result is tied to how engaging the content is, using the right keywords for written content and clarity for video ads.
Also, deciding the type of content type to create for your ads is a key factor to be considered. Different ad types work differently for different niches and purposes. You could either use ad copy (written text) or use visual content.
Here are a few tips to consider when deciding which content type to go for: Consider what you’re trying to promote and then determine where on which platform your audience is more likely to be represented; What is the conversion rate of such a platform and then decide which content type would work better there between visuals and ad copy.
How to increase your conversion rate, consider these factors:
Study and categorize your audience based on their demographics, age, location and psychological factors influencing their behaviours towards brands.
Decide the type of ads that would deliver the result you seek.
Create compelling content that targets your desired audience using keywords that users can relate to. Place your ads in positions where they’re seen clearly.
 Create an appealing landing page with a brief description and a call to action icon to help your visitors make quick decisions. Link this landing page to your ad, and once people visit, swiftly collect their data and follow them as they are your prospective customers.
In conclusion, the result from an ad may not deliver the desired outcome the first time. But certainly, it will leave you with clues to help you improve on subsequent ones. Always track your ad performance and measure conversion rate by dividing conversion by the number of impressions and then multiplying it by 100. The formula is = Conversion/no of Impression * 100. This will help you know the ad or platform that delivered the most results.
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By Adedapo Adesanya
FedEx Express (FedEx), a subsidiary of FedEx Corporation, the world’s largest express transportation company, has announced establishing a direct commercial presence in Nigeria to meet the country’s growing international shipping demands.
Although FedEx has been facilitating trade in Nigeria since 1994, offering its international solutions through Red Star Express Plc; with this latest initiative, FedEx will continue to leverage the capabilities and infrastructure of the service provider, Red Star Express Plc, that will continue to provide pick-ups, deliveries, customs clearance services, and retail locations across the country.
In a press release seen by Business Post on Wednesday, the company said that with a direct presence in the country, businesses and customers in Nigeria now have greater access to a wider portfolio of FedEx Express shipping solutions, while Red Star Express continues to provide the infrastructure for ground operations.
The statement noted that, “Customers will also have access to a range of FedEx digital tools that make shipping easier and more efficient through its website. These services include opening a new account, tracking shipment status, creating shipping air waybills, scheduling courier pickups, and managing billing.”
With the direct presence, FedEx will now have dedicated Sales and Customer Technology teams on the ground to interact and provide enhanced logistics expertise to help local businesses grow internationally.
Speaking on this, Mr Taarek Hinedi, vice president for FedEx Middle East and Africa operations, said, “Today we are closer to our customers than ever before. This strategic step makes it easier for local businesses to ship with us as they look to tap more import and export opportunities and grow their customers around the world.”
“Nigeria is on the right path for further growth, and FedEx is committed to supporting this growth and connecting Nigeria to some of the biggest trading partners located in Asia and Europe. The FedEx network is crucial to provide businesses with greater connectivity between Africa and Europe as well as within the Asia Pacific, Middle East, and Africa (AMEA) region,” said Mr Hinedi.
“As Nigeria continues with its 2021 to 2025 National Development Plan to increase the share of its exports to Africa up to 35 per cent from a base figure of 20 per cent, businesses will require a range of international services and solutions to help boost the economy,” he added.
FedEx also said it remains committed to supporting the Nigerian government’s Economic Recovery and Growth Plan (ERGP) to drive structural reforms to diversify its economy and reduce dependency on oil.
The FedEx direct presence in the country will help connect Nigerian business owners, exporters, importers, and consumers to more than 220 countries and territories worldwide, covering more than 99 per cent of the world’s gross domestic product.
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By Adedapo Adesanya
A real estate company, Adron Homes, has promised to contribute its input to the development of Remo in Ogun State.
The group managing director and chief Executive Officer of Adron Homes, Mr Adetola EmmanuelKing, gave this assurance when he led the other senior management team to visit the Akarigbo of Remo, Oba Babatunde Adewale Ajayi.
The team visited the monarch to celebrate his 60th birthday and his 5th-year reign as the paramount ruler of Remoland.
Mr Adetola said, “Five years of your pragmatic leadership, coupling your unifying qualities, abilities, and relentless attraction of investors to Remoland and the state at large, has transformed the entire Remo land into a development hub.
“Remo Growth & Development Foundation, formed under your headship and influence, promoted self-expression and developed a bond beyond Remoland to other countries where Remo indigenes are domiciled.
“We have reached a point in the growth of Nigeria as a whole where we cannot be undermined because of your leadership as the Akarigbo of Remoland.”
He further stated that Remo is now a safe area to live and conduct business without risk to people’s lives or property.
Also speaking, the non-executive director of Public Affairs and International Relations of Adron Homes, Ms Kemi Osude Laniyan, reaffirmed the company’s commitment to helping the communities of Remoland.
“As a company, through our CSR, have consistently put our host communities’ welfare at the forefront of our activities, we have touched their lives in various areas, such as education, security, and health, to name just a few, and we will continue to affect the lives and welfare of people positively,” she said.
In his remarks, the traditional ruler thanked his guests for the visit, promising to keep steering the activities of the Remoland to greater heights.
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By Modupe Gbadeyanka
Over 1,000 agents of Quickteller Paypoint have been rewarded with exciting prizes from the company’s ongoing Double Up Promo.
Five of the winners, Bamidele Aminat, Ishaya Galion, Ayinla Habeeb of Achiever’s world, Edozie Joy, and Ilonwa Peter of Oxford Logistics, visited the Quickteller Paypoint premises to receive their prizes and celebrate their win.
The campaign was introduced by the financial inclusion services vehicle of Interswitch as part of its effort to reward agents’ loyalty.
The promo, which began in September, has seen participation from over 2,000 individuals/businesses within the Quickteller Paypoint agency network.
After a series of raffle draws monitored closely by relevant regulatory bodies like the Federal Competition and Consumer Protection Commission (FCCPC), the Lagos State Lottery Board (LSLB), and the National Lottery Regulatory Commission (NCLRC), more winners emerged from another raffle draw concluded recently.
Speaking on the Double Up Promo, the Marketing Manager of Quickteller Paypoint, Bunmilofe Akingbola, stated that the prize presentation ceremony was done to reward the effort and dedication of its agents across the country towards driving the goal of the consumer digital payments platform.
“Our major focus at Quickteller Paypoint is to deepen financial inclusion by bringing financial services closer to Nigerians, especially those who are in financially excluded regions, and we are really excited about the capable partners we have found in our agents across the country.
“Today, we are rewarding these reliable agents through our Double Up Promo, thereby enhancing their lives. While we impact the lives of these agents, we are also enthusiastic about being able to reach more financially excluded Nigerians and touch more lives through avenues like this.”
Winners who emerged from the draws showed excitement and gratitude to Quickteller Paypoint for recognising their role in driving the growth of financial inclusion across the country and rewarding them for playing such a noble role.
They also opined about the financial freedom they have enjoyed since becoming Quickteller Paypoint agents, explaining that it is very lucrative and the Quickteller Paypoint team is very supportive.
At the heart of Quickteller Paypoint is the urge to deploy technological solutions to help drive the growth of financial inclusion in Nigeria and Africa at large. Through this promo, the company reaffirms its vision to onboard more potential agents who can also create income for themselves while making Nigeria a more financially included economy.
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