When searching for a digital marketing agency in Nigeria,  it would be exciting to know that there are a number of amazing agencies offering this service locally. However, many companies have left clients underwhelmed with their performance in this field.

Beyond getting traffic for your brand, product or service, there are many considerations that could help you make a more secure deciscion. Deciscions that could be the difference between failure and success. We compiled a number of points to look into and here are the top ones we’ve learnt this past years running both local and international digital marketing campaigns.

1. Industry Experience: Look for digital marketing agencies with experience working in your industry or niche. Agencies familiar with your sector will have a better understanding of your target audience, competitors, and industry-specific trends, allowing them to create more effective marketing strategies.

2. Track Record and Portfolio: Review the agency’s portfolio and ask for case studies like this one to assess their track record of success. Look for evidence of previous campaigns that have achieved tangible results, such as increased website traffic, lead generation, or sales growth. A proven track record indicates the agency’s ability to deliver results for your business.

3. Services Offered: Determine what services the digital marketing agency offers and whether they align with your business objectives. Common services include search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, email marketing, and website design. Choose an agency that offers the specific services you need to achieve your goals.

4. Client References and Testimonials: Request references or testimonials from past clients to gain insights into their experiences working with the agency. Hearing directly from previous clients can provide valuable information about the agency’s professionalism, communication, and ability to deliver results. Don’t hesitate to reach out to references to ask specific questions about their experience with the agency.

5. Transparency and Communication: Transparency and communication are crucial when partnering with a digital marketing agency. Ensure the agency provides clear and regular updates on campaign progress, performance metrics, and any changes or adjustments to the strategy. Choose an agency that values open communication and keeps you informed every step of the way.

6. Local Knowledge and Understanding: Seek digital marketing agencies with a deep understanding of the Nigerian market and local consumer behavior. Agencies with local knowledge can tailor strategies to resonate with Nigerian audiences, taking into account cultural nuances, language preferences, and regional differences. This localized approach can enhance the effectiveness of your marketing campaigns.

7. Budget and Pricing: Consider your budget when selecting a digital marketing agency and inquire about their pricing structure and payment terms. Some agencies may offer flexible pricing options or customizable packages to accommodate different budget levels. However, prioritize value over cost and choose an agency that offers quality services and a strong return on investment (ROI).

Wer cannot close this article without also giving you a peek into the world of digital marketing and everything else in-between that you need to know.

What is Digital Marketing ?
Brand Envoy Africa is an agency that enjoys training our clients on what they ought to know to help the make better marketing deciscions. Digital marketing encompasses a wide variety of marketing tactics and technologies used to reach consumers online. As a form of online marketing, it allows organizations to establish a brand identity. It also requires marketing savvy, strategic thinking and handling a great deal of data. It’s based on many of the principles familiar to traditional marketers and requires both foundational knowledge and technical know-how.

The 8 Types of Digital Marketing?

Affiliate Marketing | Content Marketing | Email Marketing | Marketing Analytics | Mobile Marketing | Pay-Per-Click  |Search Engine Optimization | Social Media Marketing

1. Affiliate Marketing
With the increased prominence of online marketing, affiliate marketing — also known as influencer marketing — has become popular among many organizations in bridging the gap between consumers and organizations. But what is affiliate marketing?

Affiliate marketing utilizes the ever-growing popularity of industry experts and social media influencers. In working with these third-party influencers, your organization will collaborate to promote your products or services for compensation. In collaboration, influencers will engage their audience with posts, blogs or videos to bring in more business for your organization and create new leads.

2. Content Marketing
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have readers take action toward becoming a customer, such as requesting more information, signing up for an email list or making a purchase. “Content” can refer to blog posts, resources like white papers and e-books, digital videos, podcasts and much more.

This simply put is your ability to firstly provide value to the consumer — not just advertise the brand or try to make a sale. Content marketing is about building a sustainable, trusting relationship with your customers that can potentially lead to many sales over time, not just a single transaction. Content marketing works in symbiosis with other types of digital marketing: It is a way to incorporate search engine optimization (SEO) into fresh website content, and the content created can be shared as social media posts and in email marketing publications. Looking at the analytics for your content marketing can tell you a lot about your customers:

What are they looking for when they land on your site?
What kinds of content make them stay on the site longer and keep looking around?
What kinds make them lose interest and navigate away?
Unlike a method such as PPC, content marketing is a long-term strategy. Over time, marketers build up a library of content (text, video, podcasts, etc.) that will continue to bring users to the site via search engines, according to Adobe Experience Cloud, an organization that specializes in digital experience tools. This content library also helps promote knowledge of your brand and increases your profile as a resource for information.

And, if users are visiting your site for information, ideally they will remember you as an authority when it’s time to make a purchase.

Content marketing is a great avenue for people who enjoy writing and/or video and audio production. But as with digital marketing in general, it also calls for strong strategic and analytic skills.

There are tons of website-building platforms and blogging sites you can use to get into content marketing. For free and low-cost options, you can consider:

WordPress
Medium
Hubspot CMS
Wix
Some of these tools include features that provide tips on how to incorporate SEO, social media, email marketing, website design and more, so you can get the full digital marketing experience.

3. Email Marketing
Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques.  It can be part of a content marketing strategy, providing value to consumers and, over time, converting an audience into customers. Email marketing pros not only know how to create compelling campaigns, but they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association (AMA).

Email marketing software can offer many different analytical measures, but two that marketers are always striving to improve are the open rate — the percentage of recipients who opened the email — and the click-through rate — the number of recipients who opened the email and clicked on a link in the email.

According to leading email marketing software companies, there are many things marketers can do to make their emails more appealing to users and more likely to be opened.

These include:

Create a Sense of Urgency – Writing email copy that lets your recipients know that time is running out to get a special deal or that there are only a limited number of offers available can increase the number of people clicking through to your website.

Personalize Your Email – Setting your emails and subject lines up to incorporate the recipient’s name is a proven way to increase open and click-through rates. (A sample subject line: “Katie, a special offer just for you.”)

Let Recipients Set Their Preferences – Allowing users to specify how often they want to hear from you can help keep some of your email subscribers subscribed to your list and clicking on your emails.

4. Marketing Analytics
One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated.

Today, analytics allow marketers to track user behavior at a highly detailed level:

How many times they click on a link
How much time they spend on a web page
How often they open emails and much more
But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.

Not only does this allow marketers to learn what is successful with consumers and adapt their marketing messages moving forward, it also means they can demonstrate their value to the company. Understanding all of this data and using it to make strategic decisions is an important part of a digital marketer’s work — and one that sets them apart from their traditional counterparts.

There are many tools available for measuring the success of digital marketing campaigns, and many marketers will use some combination of these tools, depending on their needs and their audience. One of the most used tools for marketing analytics is Google Analytics, which can be customized in nearly endless ways to measure:

How your site is performing
Which keywords are bringing users to your site
How users are navigating through your website and much more
Having good, accurate analytics and the know-how to interpret them can help marketers “fail fast,” quickly cutting campaigns that aren’t working and building better campaigns around concepts that have a proven track record of success. Over time, you won’t just be using analytics to measure your campaigns — the analytics will also inform and improve your campaigns.

In a digital marketing degree program, you’ll study a wide range of issues pertinent to a marketing career path, including marketing plans and strategies, branding, mobile marketing and digital advertising.

5. Mobile Marketing
This digital marketing type is focused on reaching your target audience on their smartphone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.

In February 2021, Statista conducted a survey in which 46% of the respondents claimed they spend between five to six hours a day on their phones for personal use. In addition, 22% stated they spend 3 to 4 hours a day on their phone, according to Statista, and from the end of 2020 to the beginning of 2021, mobile users in the U.S. around 40 minutes a day on social media apps, with Facebook and Instagram holding the largest audience.

E-commerce has grown immensely in the last few years, becoming an important part of the global retail world. In 2022, retail e-commerce sales were estimated to surpass $5.7 trillion worldwide, Statista reported.

Marketers know that you need to take your message to where your customers are, and it is very clear: Your potential customers are on their phones.

6. Pay-per-Click (PPC)
Pay-per-click refers to paid advertisements and promoted search engine results. This is a short-term form of digital marketing, meaning that once you are no longer paying, the ad no longer exists. Like SEO, PPC is a way to increase search traffic to a business online.

Pay-per-click can refer to the advertisements you see at the top and sides of a search results page, browsing the web, watching YouTube videos and using mobile apps.

One of the other things that differentiate pay-per-click from SEO is that you only pay for the results. In a typical PPC model like a Google AdWords campaign, you will pay only when someone clicks on your ad and lands on your website. You can spend just about any amount of money on pay-per-click advertising. Some companies may see results from investing just a few hundred dollars, but plenty of large companies spend tens of thousands a month on pay-per-click.

How much it costs to run an ad or promote your search results will depend primarily on how much competition there is for your keywords. High competition keywords (i.e. keywords that many people are searching for and that many sites are trying to be found for) will be more expensive and lower competition terms will likely cost less.

When you set up a pay-per-click campaign, you will also be able to choose whether you want your ad or promoted results to be shown to users all over the world or only within a specific geographic area. If you are marketing a brick-and-mortar business, this ability to tailor by location helps you not waste ad dollars serving ads to users who don’t live anywhere near your business, according to Google Ads.

7. Search Engine Optimization (SEO)
The goal of SEO is to get a business to rank higher in Google search results, ultimately increasing search engine traffic to the business’s website.

To accomplish this, SEO marketers research words and phrases consumers are using to search for information online and use those terms in their own content. According to leading SEO software company Moz’s “Beginners Guide to SEO,” SEO encompasses many elements, from the words on your web pages to the way other sites link to you on the web to how your website is structured.

So, what are some things that can improve a site’s SEO? It’s important to understand that one of the things that makes SEO challenging is that the answer to this question always depends on search engines and their most current algorithm.

Keeping that in mind, here are a few of the most important things for SEO strategists and marketers, in general, to understand about how SEO works today, according to Moz:

Content indexing – It is important to allow search engines to clearly “read” what your site content is, by doing things like adding alt text for images and text transcripts for video and audio content.

Good link structure – It is important that search engines can “crawl” your site structure to easily find all the content on your site. There are many things that an SEO specialist can do to properly format links, URLs and sitemaps to make them most accessible to site crawlers.

Keywords and keyword targeting – Properly deploying your keywords (i.e. the search terms you want your site to be found for) in your content and headers is one of the fundamental building blocks of SEO. It is no longer good practice to “stuff” your content with as many keywords and keyword variations as possible. Writing high-quality content that uses keywords in the headers and a few times in the crawl-able page content is now considered better practice and will make pages rank better in search results.

8. Social Media Marketing
This includes everything a business does via social media channels. Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.

To be effective, efforts must be coordinated and consistent rather than an afterthought. To help keep posts consistent, there are many online tools available to automate and schedule social media posts, although marketers only should use automation as a tool, not a “set it and forget it” solution. Users will figure it out quickly if there is no real person behind the posts.

Social media marketers should not be in a silo separate from other marketing functions. Social marketers need to work with the company’s wider marketing team to coordinate their message across all platforms, online and off, so that every part of the brand is telling the same story.

A crucial part of social media marketing is analytics. Social media marketers must also be savvy at analyzing the performance of their posts and creating strategies based on that data. It’s important to measure how well your current social media posts are performing before continuing to implement your new strategy.

Statista reports that 86% of industry professionals stated that an increase in exposure to their company was the leading benefit of social media marketing in 2023. Behind that, 76% of companies claimed an increase in traffic to their website was the largest advantage, according to Statista.

In summary, as an international client seeking a digital marketing agency in 2024, factors such as global expertise, multilingual capabilities, understanding of global markets, cross-cultural competence, global network and reach, compliance with international regulations, and global reputation and clientele must be cosiderations. By prioritizing these considerations, you can select a digital marketing agency that delivers impactful results and drives success on a global scale.