Naija Women Tell Us

9 Women Entrepreneurs Share How They Market Their Products


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The role of marketing in growing small business cannot be overstated. However, it has to be done the right way bearing in mind the target market.

We asked these women entrepreneurs about the marketing strategies they employ in growing their businesses.

Below are their responses.

Chika Madubuko Of Greymate Care

We believed an excellent customer service was the best form of marketing and that worked for us. We delivered perfect service to our first client and got loads of referrals from that. Social media and word of mouth helped us reach our target market too.

Adaora Mbelu-Dania of Trellis Group & Socially Africa

I believe that brand marketing is a very important part of every business. It’s important to understand that people buy into extensions of themselves and their life’s story. As a business, you want to be consistently chosen by the people you exist for. You want them to buy you over and over again and make you a part of their beautiful story. For this reason, you must develop a brand strategy that positions you own such a way that when they consider their journey and what elements perfectly fit in, they think about you. Branding isn’t solely about logo design, or visuals, as much as it is about Making a Promise, and Keeping that promise. Our focus at Trellis is always in keeping our promise – it is true this that we receive referrals.

Ellena Affah Of Natural Hair Rocks

When it comes to marketing my product or brand, I go the extra mile but then with the help of social media, influencer marketing and strategic exhibitions, it has been a lot easier. I mean my product and service speaks for itself. I’ve had clients call to say, “oh I saw this particular lady wearing this look etc and she said she got it done from you guys, I’d like the same thing done. How much does it cost?” and boom we have another deal.

Oyinlola Adekogbe Of Jedi & Co LTD

Marketing has been a little easier with social media as we can find our target market and they can also find us without coming to our physical store. Word of mouth, referrals and influencers have also been very helpful in marketing our brand.

Aisha Shuaibu of Waffle Stop

Having been in Abuja for most of my life, my business partner and I went to school here and have also been involved in several other businesses in the past, which overtime helped us establish a deep network. Never doubt the benefits of a strong support network and the power of word of mouth in a small city. Social media and quality branding helps a lot but word of mouth keeps people coming.

Ogubere Ethel Oreva Of Brittany’s Place

Before I launched the product into the market, I spent a lot of time planning my marketing strategy, and identifying my target area and sales person, I also realized that the traditional marketing path may not give me the incremental client base to make Brittany’s Place the success I want it to be. I launched my product and did the initial marketing on social media; I also had to consult a media strategist, to give that professional touch and long term perspective. Marketing my services involved detail planning and executing same plan with precision.

Tolulope Sowande Of Healthy Bar

We started by taking our products through direct marketing to corporate organizations in the city. This method was rather costly, and since I could not be on the field to market the products as my passion, I had to depend on marketers we hired. As time went on we leveraged on Instagram as a major marketing tool, from where we get many of our customers. Word of mouth and referrals have also worked a great deal for us.

Offiong Jarigbe of Little Saints

Well, starting a new company from scratch is not easy especially when you have no one as a mentor to put you through the steps they took. You have to be hands on experimenting at all times.

With the advent of social media (Instagram, Facebook and twitter) and good content, I have been able to use various platforms to sell my WHY to my potential customers. In doing these, I have converted admirers to recurring customers and the sales invariably went up too.

Bunmi Arinbola Of Elewa Foods

The market is as much a part of your company as you are. For a business to thrive, you need to earn the permission of the market place. The customer must give your business permission to sell to him (which is only done after a thorough assessment of you, your products/services and your operation). In order for this to happen, you must BE the market- which means you should be able to shop at the store you run or receive the services you offer. I do word-of-mouth marketing. Your brand is you, no one would advertise it for you like you would do. I also use the social media a lot and equally gave out samples to people to try for review. These people come back with positive testimonies of my products and help me with free referrals.


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