The reason most businesses in Nigeria have not really established their online presence is because of their opinion and the way the internet is being seen. Like I have always said in my previous articles, every business should use the infrastructure of the internet in one way or the other if they want to survive this age. It gives your business a boost, integrity, wider reach, global recognition and patronage resulting in additional profit.
The internet will be maximized for business purposes here in Nigeria, when it is viewed as a marketing medium which has the advantage of instant interactivity and response. It should also be seen as a marketing communication tool which can reach a large number of targeted prospects faster than the traditional methods of marketing and it is cost effective too.
Bearing this in mind, the basic marketing principles for businesses should also be applied here but this time it is done differently.
Here are basic e-marketing strategies which when mastered will impact greatly on the way businesses are being done today. They also serve as a guide to help (individuals, small businesses, entrepreneurs, organizations etc.) avoid the pitfalls while taking their businesses online. They are simply:
a. How to choose the right concept for your online business
b. How to build your customer base.
Choosing the Right Concept for your Business
when establishing your web presence, the concept of your business should be well planned. This is where it all starts; good planning will determine how successful your online business will be.
Choosing the right concept for your online business involves, finding a profitable niche and building your online shop or office (your website) to suit the niche you want to play in.
A niche market according to Wikipedia (an online dictionary)is a focused, targetable portion of a market. It is a narrowly defined group of potential customers. Your online business should be one that addresses a particular need.
A.P. Giannini, the founder of Bank of America (BoA), one of the most influential bankers of the twentieth century said “serving the needs of others is the only legitimate business today.
Your success online is guaranteed when you focus on a particular small group and satisfy them. You should specialize on a core service or product for you to become an expert.
A good and profitable niche can be one in which you are already an expert in, where there is good competition resulting in demand, one you have special interest in or passion for.
After choosing the right niche for your online business, another challenge you have, is to pick the right concept for your website. Your website is your online store or office. This is very important because if you pick the wrong concept for your website you will get the wrong result no matter the market you are playing in. It also becomes more interesting when you know that there are billions of websites on the internet so you can’t afford to miss it here. Don’t just have a website, get the concept right.
The concept of your website must either be a sales website or a portal website. A sales website is one which is totally designed to sell your products or services online like amazon.com. While a portal website is one which is basically built with the mind of first providing good content, service and specific information for your prospects for free, thereby attracting more people (traffic) to it like Yahoo.
The portal website makes the bulk of its revenue from advertising and back-end products. Which ever one your business falls into, you should understand the techniques involved. Your website must also be designed in a simple way so that your prospects find it easy to navigate through in a short while.
The next thing to consider is to choose the right domain name for your business. Your domain name is simply the name of your business on the internet that is the name of your website. It is your web address which your customers will use to locate your business on the internet. It also has to be registered online ones you have selected a name.
Simple tips to follow when choosing a name for your website.
1. The name of your website must reflect the type of business you do.
2. Short and sharp names are usually very easy to remember and they also allow your prospects to spell it easily and correctly.
3. It must be unique, to reduce competition in that niche.
4. If you want to use your name, make sure you are such a popular person and that it is a personal site.
Building your Customer Base
After finding a profitable niche and building a website around your product or service, your next task is to start building a list of prospects who will become potential customers. This process is known as List building. To be successful in online business, you just have to build a database of your customers, it is always said in internet marketing that the money is in the list.
In building your customer base, the unique and specific benefits which differentiate your business from others should be emphasized and boldly spelt out. It is what will attract prospects to your website.
Like every successful business has what they are known for as their unique selling proposition (USP), here you can also regard it as the Ultimate advantage of doing business with you, Sensational offers you give your prospects and Powerful promise which you always deliver. Your USP must solve the customers’ immediate problem while you build a lasting relationship with them.
All am trying to establish here is that your marketing campaign or the focal point of your business should be on making the customer feel right, you should be customer-centric not product-centric or profit-centric, this is where most businesses in Nigeria miss It.
So in building your list, your first goal with any visitor to your website is to make them see what is in it for them within few seconds and get them on your email list. They should be made to subscribe to your email list by willingly ‘opting in’ thereby allowing you to contact them subsequently through their emails. This is known as e-mail marketing.
Web based applications such as the auto responders and the list serves now automate your email campaign and give you all the data about your prospect and the follow up details. This simple and automated act of making your prospects willingly subscribe to your email marketing messages is very important because statistics have shown that over 70% of internet users check their emails and don’t have time to browse sites.
Ones you have succeeded in getting them on your list the first time, you can have the time to build up their confidence with benefit-driven sales copy and your USP that compels them to buy your product or service always. You can also seek expert advice where necessary.
Do these simple things well you would have mastered the skills of effective e-marketing 101!
Join Inlaks Live TechTalk Edition on Hyosung’s Revolutionary MV 100 ATM Model
Inlaks, the leading Information Technology Systems Integrator specialised in the deployment of highly scalable ICT Infrastructure solutions, will on Monday September 28, deploy the second edition of its virtual thought leadership segment called “TechTalk”.
Techtalk which was formerly a pre-recorded segment hosted on the organisations YouTube channel has now transitioned into a live virtual event across Instagram, Facebook, Twitter and YouTube. The virtual edition kicked off in August 2020 with a segment on Financial Crime Mitigation, honing in on the superiority of Temenos Financial Crime Mitigation Solution with Emmanuel Orororo, Sales Manager, Financial Business, Inlaks.
The 2nd edition of Tech Talk promises to offer the same measure of insights as it dives into the world of Automated Teller Machines (ATM) with a focus on MoniValue 100, a revolutionary ATM solution by Hyosung TNS. The MoniValue 100 is especially adapted to the present times as it is a cardless, contactless and changeless solution.
Join this virtual event live by logging on to any of the social media pages below on Monday, 28th September 2020. YouTube: Inlaks, Facebook: InlaksNg, Twitter: Inlaks, Instagram: InlaksNg
Inlaks is a leading system integrator in Sub-Saharan Africa. The company partners with leading OEMs in the technology industry to provide world-class information technology solutions that exceed the needs of its customers.
Over the years, Inlaks has built a reputation as the foremost ICT and Infrastructure Solutions Provider, helping customers effectively seize new market and service opportunities.
With an impressive customer base that includes six Central Banks in West Africa, 18 of the 24 banks in Nigeria and other major customers in the West African region, Inlaks has become the dominant Information Technology Company in Africa.
Inlaks’ customers cut across various segments including Banking, Telecommunication, Oil/Gas, Power, Utilities and the Distribution sectors of the economy. For more information, please visit www.inlaks.com
Millions of Cyber Attacks Launched on Nigeria, Others- Reports
There were 3.8 million malware attacks and 16.8 million Potentially Unwanted Applications (PUA) detections over a 7-month period in Nigeria, according to Kaspersky security solutions.
Elsewhere in South Africa, there were almost 10 million malware attacks and a staggering 43 million PUA detections, showing the growing desperation of the attacks.
The company reported on 28 million malware attacks in 2020 and 102 million detections of potentially unwanted programs (pornware, adware etc.) accounted for by the beginning of August 2020.
These numbers show that it’s not only the malware that attacks users but also the “grey zone” programmes that grow in popularity and disturb their experiences, while users might not even know it is there.
Potentially unwanted applications (PUAs) are programmes that are usually not considered to be malicious by themselves.
However, they are generally influencing user experience in a negative way. For instance, adware fills user device with ads; aggressive monetising software propagates unrequested paid offers; downloaders may download even more various applications on the device, sometimes malicious ones.
calculating interim results of threat landscape activity in African countries, Kaspersky researchers noticed that PUAs attack users almost four times more often than traditional malware.
They also eventually reach more users: for instance, while in South Africa, the malware would attack 415,000 users in 7-months of 2020, the figure for PUA would be 736,000.
“The reason why ‘grey zone’ software is growing in popularity is that it is harder to notice at first and that if the programme is detected, its creators won’t be considered to be cybercriminals. The problem with them is that users are not always aware they consented to the installation of such programmes on their device and that in some cases, such programmes are exploited or used as a disguise for malware downloads,” said Denis Parinov, a security researcher at Kaspersky.
By taking a closer look at PUA, it becomes apparent that they are not only more widespread but also more potent than traditional malware.
Evaluating results over the same 7-month period in Nigeria, there were 3.8 million malware attacks and 16.8 million PUA detections – which is four times as much.
Kenyan and South African threat landscapes have been more intense. In South Africa, there were almost 10 million malware attacks and a staggering 43 million PUA detections.
Kenyan users faced even more malware attacks – around 14 million, and 41 million PUA appearances, Kaspersky said.
Tech Giants Strike Deal with Advertisers over Hate Speech
Web giants including Facebook have struck a deal with advertisers on how to identify harmful content such as hate speech, after an impasse over the issue which led to boycotts of the platform.
The agreement — which also included Twitter and YouTube — laid out for the first time a common set of definitions for hateful statements online.
In July, hundreds of advertisers including big-name consumer brands suspended advertising with Facebook as part of the #StopHateForProfit campaign, saying the social-media titan should do more to stamp out hatred and misinformation on its platform.
And earlier this month a group of celebrities — including Kim Kardashian, Leonardo DiCaprio and Katy Perry — stopped using Facebook and Instagram for 24 hours, to push a similar message.
The World Federation of Advertisers (WFA) said in a statement Wednesday: “Facebook, YouTube and Twitter, in collaboration with marketers and agencies through the Global Alliance for Responsible Media have agreed to adopt a common set of definitions for hate speech and other harmful content and to collaborate with a view to monitoring industry efforts to improve in this critical area.”
The alliance was founded by the WFA and includes other major trade bodies.
According to the WFA, key areas of agreement included applying the alliance’s common definitions of harmful content; developing reporting standards for such content; establishing independent oversight; and rolling out tools for keeping advertisements away from harmful content.
The WFA said that properly defining online hate speech would remove the current problem of different platforms using their own definitions, which it said made it difficult for companies to decide where to put their ads.
“As funders of the online ecosystem, advertisers have a critical role to play in driving positive change and we are pleased to have reached agreement with the platforms on an action plan and timeline in order to make the necessary improvements,” said Stephan Loerke, chief executive of the WFA.
Luis Di Como, executive vice-president of global media at Unilever, a major advertiser, sounded a note of cautious optimism.
He said: “The issues within the online ecosystem are complicated, and whilst change doesn’t happen overnight, today marks an important step in the right direction.”
Speaking in July, Facebook’s founder and chief executive Mark Zuckerberg said he remained adamant that the company did not want hate speech on the social network.
On Wednesday, the company’s vice-president for global marketing solutions, Carolyn Everson, said the agreement gave all parties “a unified language to move forward on the fight against hate online.”
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