E-Business
Reasons Business Owners, Marketers Care About Inbound Marketing
The primary role of a business owner or marketer is to position a company for success and to drive revenue.
But the trends of information abundance and attention scarcity mean that the tried-and-true ways of accomplishing these goals don’t work as well anymore, said Tobi Asehinde, chief executive officer, Vibe Web Solutions Limited.
Speaking on the trend, Asehinde told Nigeria CommunicationsWeek that fortunately, buyers put down their “anti-marketing” shields when they are actively seeking information or passively looking to be entertained or educated.
He said, that is when companies can begin to engage and build relationships with them, and influence the buying preference, using inbound marketing.
The Vibe Web Solutions Boss said, “When done right, this approach returns dramatically better results than traditional marketing techniques that rely on interrupting prospects. However, it requires an investment of time and energy (or blood, sweat, and tears depending on who you ask). In other words, inbound marketing is about applying more brains, not more budget, to drive revenue. (Later, I will explain how to staff and budget properly for inbound marketing.)
“Patricia Quipp quote says, ‘It’s not your customer’s job to remember you. It is your obligation and responsibility to ensure that they don’t forget you.’”
He added that inbound marketing is the perfect opportunity to deliver on that responsibility, and one CEOs and marketers should start taking.
According to him, inbound marketing delivers and increases brand awareness.
“Buyers must find you before they can buy from you. Historically, the main way companies built awareness was to buy it through advertising. But with inbound marketing, companies can build awareness organically. According to some studies, up to 93% of buying cycles start with a search online.
“The potential customer is actively seeking information, so if your company shows up high in the search results, you’ll get “free” brand awareness. Potential buyers can also get exposed to your content and your brand through their social networks. If you create content that people are compelled to share, you are earning highly relevant brand exposures – and you minimize the chance of being tuned out.
“It’s not enough for people to be aware of your brand; you also want them to prefer your brand (B2B branding this means avoiding risk and building trust). Search plays a role here; good inbound marketing often leads to high organic search rankings, which many buyers correlate with brand leadership and trust.
“Inbound marketing also builds preference by engaging with buyers early in their buying process, even before they are looking to make a purchase. By helping or entertaining them at this early stage, you are building a relationship with them. All other things being equal, people are more likely to buy from a company with whom they have a relationship. Of course, this requires you to create content that people like – or even love. Mediocre content may get you noticed, but it won’t do much to build “Likes.”
He said that the trend gives more leads for less investment.
He said, due to the declining effectiveness of marketing tactics that interrupt the buyer, inbound marketing can generate qualified leads for less investment over time.
“Traditional marketing suffers from declining marginal returns. For example, if you double your investment in traditional marketing, you won’t get twice the results. In contrast, inbound marketing has a tendency to build on itself over time; great content pays off dividends for a very long time, and this effect multiplies as you create more and more content”.
Asehinde said that the company has been organizing training for organizations, educating them on the ingenuities of inbound marketing platforms.
By Fabian Tarpael, Abuja
Hisense electronics unveiled a flagship showroom in Abuja over the weekend. Speaking at the event, Mr. Mustapha Khries, the Abuja Branch Manager of the Fouani Group, highlighted the significance of the flagship store, describing it as the first of its kind in the entire West African region.
He also addressed the challenges facing businesses in Nigeria, particularly the high exchange rates and transportation costs.
“The Fouani Group remains resilient and ready to overcome challenges, unlike others who often exit the market when faced with similar issues.”
Ms. Haifa Du, Senior Sales Manager for Hisense Electronics, emphasized the brand’s commitment to affordability and innovation, stating that Hisense offers the most cost-effective and advanced solutions in the market.
The event underscored Hisense’s dedication to technological innovation and sustainability while reaffirming its leadership position in the consumer electronics market.
Mr. Robbin Wei, Senior Sales Manager of Hisense Group, supported by Mr. Greg and Ms. Haifa Du, showcased various innovative products from the new flagship store.
Among the standout products showcased include; The Hisense 110″ Smart Ultra AMOLED TV, featuring unique capabilities such as a solar-powered remote control and a “locate remote” function to find misplaced remotes easily.
PalmPay, Africa-focused fintech operating Nigeria’s most used mobile wallet, and Jumia, Africa’s e-commerce giant, today announce a strategic partnership to enhance the digital payment ecosystem on the continent, starting with payment integrations and co-marketing efforts in Nigeria.
This partnership underscores both parties’ commitment to developing the digital payment ecosystem in Nigeria and grow the use of the cashless economy.
WIth PalmPay now available as a payment method, shoppers on Jumia will now be able to pay for their purchases with the option to check out with their PalmPay wallet, ensuring a seamless user experience and transaction reliability through the direct integration.
“We are proud to partner with Jumia as we bring together the best of fintech and e-commerce to redefine the online shopping experience,” said Sofia Zab, Chief Marketing Officer, PalmPay. “This strategic alliance aligns perfectly with our shared commitment to delivering a superior user experience and exceptional value to our customers.”
Speaking on the partnership, Sunil Natraj, CEO, Jumia Nigeria added: “At Jumia, we are dedicated to creating value for our customers by ensuring a convenient, reliable, and secure shopping experience.
“This partnership with PalmPay strengthens our commitment to enhancing the digital payments within our platform. By integrating PalmPay, we are providing more options for customers to access affordable and quality goods with the convenience of cashless transactions.”
This alliance marks the beginning of a long-term collaboration between two industry giants, aiming to drive innovation, increase convenience for consumers, and foster the adoption of digital payments across Africa.
To celebrate the launch of the partnership, PalmPay and Jumia are launching a special Christmas campaign, running from December 11th to 30th. During this period, customers who make purchases on Jumia using the PalmPay payment method will stand a chance to win exciting cash rewards. More details can be found on the brands’ respective social media pages. @palmpay_ng and @JumiaNigeria.
Aero Contractors is thrilled to announce the launch of its “12 Days of Christmas” campaign, a festive and engaging social media initiative designed to spread holiday cheer and reward loyal customers.
Running from December 13 to December 24, 2024, this exciting campaign underscores Aero Contractors’ commitment to connecting families, friends, and communities during the holidays.
The “12 Days of Christmas” campaign invites travel enthusiasts, loyal customers, and holiday travelers to participate in fun and interactive activities on Aero Contractors’ social media platforms, including Instagram, Facebook, and X (formerly Twitter). Each day will feature engaging posts such as trivia, puzzles, and challenges designed to ignite the festive spirit and encourage community participation.
Participants are encouraged to follow Aero Contractors’ social media pages, engage with the daily posts by liking, commenting, or sharing, and follow the specific instructions for each day’s activity.
Winners will be selected daily and announced on the respective platforms. Exciting prizes await participants, with the grand reward of a free return economy class ticket—a perfect gift for reconnecting with loved ones or exploring new destinations this holiday season.
“At Aero Contractors, we believe in the power of togetherness, especially during the holidays,” said Capt. Ado Sanusi, Managing Director of Aero Contractors.
“Our ‘12 Days of Christmas’ campaign is our way of giving back to the community that has supported us throughout the year. It’s an opportunity to engage, celebrate, and reward our customers while spreading joy and festive cheer.”
This campaign targets travel enthusiasts, loyal Aero Contractors customers, and families looking to make the most of the holiday season. Through this initiative, Aero Contractors reaffirms its dedication to safe, reliable, and efficient air travel, bringing people closer when it matters most.
Follow Aero Contractors on Instagram, Facebook, and X to join the “12 Days of Christmas” campaign. Engage daily for a chance to win a free return economy class ticket and other exciting offers.
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