1. GET ONLINE, BE VISIBLE
AND MAKE SALES
DIGITAL MARKETING MASTERCLASS
NASSI REGISTERED MEMBERS
RES-Q Digital Limited
2. • The Master Class will expose participants to the
full scope of digital marketing especially for
MSME so as to have a solid knowledge of which
part of digital marketing they can harness for
• The class is also designed to enable participants
have live experience of how digital marketing can
transform their businesses.
• The only antidote to obtaining a FAKE service is
knowing the ORIGINAL service, at the end of this
class, participants will be able to distinguish
between poor digital marketing services and the
3. TRAINING MODULES
INTRODUCTION THE DIGITAL MARKETING
MSME Advertising Landscape
Overview of Digital Marketing
Forms of Digital Marketing
Google My Business
Other platforms available
4. TRAINING MODULES CONT’D
Social Media and your business
Types and characteristics
Social Media Marketing
Costing and bidding
Types and platforms
Search Engine Optimization
THE DIGITAL MARKETING JOURNEY
7. YOUR BUSINESS
CAN SCALE UP IF
“Many a small thing
has been made large
by the right kind of
8. ADVERTISING IS A BIG FINANCIAL RISK:
More than two-third (66 percent) of SMEs that
don’t advertise see it as financially risky.
Advertising is testable, measurable and
scalable. SMEs should focus on optimizing
adverts through testing before committing to
costly campaigns and develop consistent,
long-term campaigns to get more for their
WRONG PERCEPTIONS TO ADVERTISING BY
9. ADVERTISING IS FOR BIGGER BRANDS: The most
prevalent adverts are usually from large companies,
no doubt, but small businesses actually stand to
benefit much more from advertising than most bigger
firms. More than three quarter (82 percent) of
consumers see unfamiliar brands as risky; so for
SMEs, getting their product and services out there and
gaining exposure is vital for their success.
WRONG PERCEPTIONS TO ADVERTISING BY
10. WRONG PERCEPTIONS TO ADVERTISING BY
INITIAL DISAPPOINTMENT WITH ADVERTISMENT
IS A TOTAL DISAPPOINTMENT: It’s easy to be
deterred when attempts go wrong. Some SMEs
have concluded that they simply can’t do
advertising, or it’s incompatible with their
business. Neither of these things is true. Many
SMEs don’t properly test their adverts for
effectiveness before rolling out a campaign, which
is quite costly and detrimental.
- Who is it that I want to communicate
- What do people look for when buying
my type of product or service.
- What message (or messages) can I use
to get them interested in my product or
- How best can I reach these people?
DRAW UP YOUR ADVERTISING STRATEGY FROM THE
14. WHAT IS DIGITAL MARKETING
Digital Marketing is the advertising of products
and services, with digital technologies (online).
Examples of these digital technologies are search
engine, websites, social media, email, and mobile
In summary, Digital Marketing are marketing
activities that uses digital devices such as
smartphones, tablets, laptops, smart watches etc.
15. TYPES OF DIGITAL MARKETING
Social Media Marketing
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Pay-Per-Click Advertising (PPC Advertising)
16. FORMS OF DIGITAL
SOCIAL MEDIA MARKETING
Social media marketing is the use of
social media platforms and websites to
promote a product or service.
It involves sharing of information -
engaging with fans and followers,
partners and competitors on social
media – with the goal of promoting
your product and service.
Content marketing is the art of using
storytelling and relevant information to
increase brand awareness.
The goal of every content marketing
strategy is to get your target audience to
take profitable action. Content is usually
put up on blogs (on websites).
17. SEARCH ENGINE OPTIMIZATION
SEO is the process of getting free
traffic from search results on search
It is the process of optimizing your
content and website to rank highly on
search results in search engines.
SEARCH ENGINE MARKETING (SEM)
While SEO is the process of getting
unpaid traffic from search engines, SEM
refers to the process of getting paid traffic
from search engines.
A common platform that is used for this is
FORMS OF DIGITAL
18. AFFILIATE MARKETING
Affiliate marketing is the method in which you
pay people to promote your product online
and pay them a commission for each sale they
PAY-PER-CLICK ADVERTISING (PPC
PPC advertising is the type of advertising in
which you pay for each click on a link to
your website. Search engines and – almost –
all social networks offer this type of
FORMS OF DIGITAL
19. EMAIL MARKETING
Email marketing is a form of marketing that uses email to start, build, and
nurture relationships with customers - and potential customers.
It is one of the most effective forms of internet marketing.
FORMS OF DIGITAL
23. CONTENT MARKETING
CONTENT MARKETING is a very vital tool that every
marketing tactic requires. Content marketing is a
strategic marketing approach and business process
focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a
clearly defined audience - and to drive profitable
24. CONTENT MARKETING
In content marketing,
WELL ORGANIZED and
CONTENT is of utmost
giving detailed but short
information about a
• Accurate (precise &
• Credible (current &
• Findable (SEO)
Your content must:
• Inspire to purchase.
25. In content marketing, there is a vital tool which helps
in coordinating and organizing events and posts.
This tool is called CONTENT CALENDAR. It is a
marketing tool used to plan all content marketing
activity. Its major benefit is that it allows users
visualize how content is distributed through a span of
26. BENEFITS FOR BUSINESS THAT USE CONTENT MARKETING:
Build relationship with customers who have more loyalty to your business.
3 STEPS TO CREATING CONTENT MARKETING PLAN:
Set marketing goals
Audit your business assets
Identify the need of your prospective customer, which will help create problem solving
27. The See - Think - Do - Care (STDC) Model is a content
marketing strategy that caters for all categories of
audience a business can target.
A content strategy seeks to convert your TARGET AUDIENCE
to a LOYAL CUSTOMERS – by taking them through a journey.
Blogging is the use of a blog to promote awareness
and educate your target audience about a
service/product/brand. It’s a regularly updated website
or web page, typically one run by an individual or
small group, that is written in an informal or
• The primary goal of running a blog marketing strategy is to
bring organic traffic to your website/social media.
• By actively blogging, your brand becomes alive, and people
start trusting your brand.
• This is one of the cheapest ways to advertise your brand.
• A great foundation for other online marketing channels.
• Blogs promote perfect reader engagement.
• Readers get a chance to comment and voice their different
concerns to the viewer.
“Make sure that every piece of your blog
content is well-researched and has value
for the reader.”
34. Local business listings are online portfolios that
contain information about your business, such as
your name, address, phone number, hours, and
It’s a digital version of the YELLOW PAGE. It can
be described as your online front door with simple
details that can attract more customers
Business listing is a direct optimized way of
submitting your business details and website URL
to local search engines or nearby city directories
for optimum visibility for local searchers.
The goal of local business listings is to make your
business more accurate and searchable online.
Businesses who have information and photos
listed often have better search engine optimization
and are seen as credible and authoritative on the
35. There are two major platforms for business listing
Google my business
No competitive local business would give up
the powerful — and largely free — advertising
potential of online business listings
PLATFORMS FOR BUSINESS
36. This is made by Google for local business owners.
It’s simple function is to bring together local
businesses, and enable local searchers to have
the best result and localized experience.
Your listing appears right when people are
searching for your business or businesses like
yours on Google Search or Google Maps. Google
My Business makes it easy to create and update
your listing—so you can stand out, and bring
“THIS PLATFORM IS
TOTALLY FREE FOR
Google My Business
37. Google will rank your business based on RELEVANCE,
DISTANCE AND PROMINENCE. Your Google My
Business listing plays a vital part in boosting your
rankings for local search, as well as cementing your
online presence outside of your website.
Users are no longer needing to click-through to
websites. More often than not, all the information they
could possibly need is available in the various
features of the SERPs.
The reviews on Google My Business Page matters as
it shows the quality of the service you offer or the
In fact, positive reviews make 68% of consumers trust
a local business more.
HOW DOES IT WORK?
38. There are other platforms in which both small
scale and large businesses can get listed to have
the required visibilities. Most of these platforms
are totally free, why some requires little payment
in form of yearly subscription.
#1. Vconnect Nigeria
#3. Business List
#4. SME Arena
#5. Nigeria Business Directory
#6 Yalwa Business Directory
#7. Nigeria Galleria
#8. NGEX Business Directory
#9. Lagos List
And lots more
39. • Ensure you get positive reviews. Positive reviews
make 68% of consumers trust a local business
• Ensure you update your details/information as
soon as they change.
• Avoid using an employee’s contact details on
• You should have a traceable physical address.
• Ensure you use the RIGHT KEYWORDS in the
business description section during listing.
42. What is a website?
A website is a collection of related web pages,
including multimedia content, usually
identifiable with a common domain name.
In simple terms, a website is a collection of one
or more pages on the word wide web, that
contains specific information provided by one
person or entity and traces back to a common
web name (domain/URL)
Your website is synonymous to your physical
office. Therefore, all information regarding the
services and products you offer should be
strategically displayed to attract conversion.
43. Why do you need a website
1. Your business is never closed
2. Your potential clients are online
3. You can target a bigger market
4. Your have the opportunity to do business
5. Your clients expect you to be online
6. You can educate your clients about your brand,
products, and services
7. Your business website is the center of your
8. Compete with the big shots
9. A website gives you another way to collect data
about visitors and generate new leads
44. There are different categories of website for
different purposes. Your choice of website is
based on needs, target audience and
Premium VS Freemium
Static VS Dynamic VS E-commerce
Mobile VS Desktop VS
Premium VS Freemium
Freemium website are the free to use, easy to
design website. They usually come with
templates in which users can edit.
Premium website are the website that require
payment for both domain registration and
hosting. It comes in packages with different
prices and most times requires a professional
What type of website does your
Free website usually come with limitations. E.g.
1. Use of domain extension i.e. .wordpress.com,
2. Small bandwidth size for large traffic
3. Inability to have customized email with
For businesses with extremely low
budget FEEMIUM website are advisable
45. Static VS Dynamic VS E-commerce
Static sites are the most basic type of website
and are the easiest to create. Unlike dynamic
websites, they do not require
any web programming or database design. The
striking difference between a dynamic website
and an e-commerce website is the ability to
make payment on an e-commerce website.
What type of website does your
46. .Mobile VS Desktop VS Responsive Website
Mobile websites are designed specifically for
mobile phones. They often live under a separate
URL (e.g., m.site.com) and are completely
distinct from the full site. They contain features
or content that have been deemed appropriate
for mobile. They are often contrasted with
responsive sites, which typically contain the
same content and functionality for mobile and
desktop, but rearrange these features on
What type of website does your
48. Best Practices for Website Design & Update
1. Update website information
2. Provide easy to see & click contact
3. Use responsive website for easy
navigation on all platforms
4. Call to Actions should be visible and
5. Your website should be a lead generating
6. Provide regular updates
7. Get social with your website
51. 76.8% of SME’s in
Nigeria have a social
media presence but
less than 34.5% use
52. Social Media
Just like the name implies, it’s a social gathering of
BUT as a business owner, it is a platform to meet
your potential clients/customer in a more relaxed
and friendly mood.
Audience demography and content makes the
difference between the available social media
Each of these social media platforms have their
distinct characteristics. Therefore, there is a need
for strategic selection of the best platform for your
53. Social Media Platforms
Instagram is a social networking site that allows
users to share pictures and short videos using
their mobile device.
Millennials (18-32) uses it more
It deals with pictures and a minute video
You are not expected to write a long post
Links are not allowed in the body of the post
Content thrives more with hashtags (30 max)
Facebook is a social networking site that allows
people from around the world to network with
friends, companies, and organizations.
• Most popular of all social media platforms
• Encompasses almost all demography
• Popularly used by individual, brands, and
• When plenty people engage with your post, you
stay at the top of the feed
54. Social Media Marketing
LinkedIn is a business-related social networking
site used mainly for professional networking.
• A professional social media for business
• Primarily for connecting with others individual
on professional bases.
Twitter is a micro-blogging site that allows people
to post updates in 230 characters or less.
• Popular in Nigeria among the educated youths.
• Widely known for short and concise messages.
55. What is Social Media Marketing?
Social media marketing refers to the process of
gaining traffic or attention through social media sites.
It is also the use of social media platforms and
websites to promote a product or service most
especially with paid efforts.
Reaching a larger audience organically might seem
impossible, this brought about the introduction of
ADS. Businesses and individuals can now create ads
on almost all social media platforms to reach more
With Ads, a high level of targeting can be done to
specific demography, interest, location, job etc.
This high level of targeting makes digital advertising
cost effective. Your desired audiences can see your
Social media Ads comes with specific CALL TO
ACTIONS. E.g FOLLOW, SHOP, SIGN UP, BOOK NOW
56. Social Media Marketing (Cont’d)
DO YOU FEEL THIS WAY?
If only I can have mass data of
people interested in my products, I
can talk/persuade them to
The problem is how do I get the
contact of people really interested
in my products at first.
57. Social Media Lead Acquisition:
This is a form of social media ad that allows the
harvest of some data about people interested in
your product/services, without making them fill a
The required information is pre-filled, all the
customer needs to do is a single click and the
required information is harvested.
A proper follow-up plan can be made to ensure
conversion of the harvested contacts.
Information such as: NAME, LOCATION, PHONE
NUMBER, EMAIL, INTEREST, JOB, JOB ROLE etc.
This is available on Facebook, Instagram and
Social Media Marketing (Cont’d)
60. Pay Per Click Advertising
PPC is an online advertising model in which
advertisers can display ads for their goods or
services when users (people searching for things
online) enter relevant queries into search engines.
Google Ads (formerly known as Google AdWords)
is the single most popular PPC advertising system
in the world.
This implies that advertisers can show their
product/service to a wide range of audience across
The good part of Google Ads is your ability to
show your products and services to people actively
searching for it thereby increasing your chances of
61. Online Ads Models
CPC: CPC is a pricing model that charges the
advertiser every time a user clicks on the ad. Users
are not expected to complete the conversion,
purchase a product or sign up for a newsletter.
They simply have to click. This work majorly to
drive traffic to a website
Cost-Per-Mille (CPM) or Cost-Per-Impression (CPI)
CPM is a pricing model where the publisher
charges a flat rate for 1,000 displays or
impressions of an advertisement to the audience.
That is why CPM is sometimes also called cost per
thousand. The CPM model heavily relies on the
number of times the ad was shown; it does not
matter whether the user clicked on the ad or
engaged with it. It is most suitable for brand
Cost-Per-Action, Cost-Per-Acquisition (CPA) or
Cost-Per-Lead (CPL): With the cost-per-lead pricing
model, advertisers pay when a user views an ad on the
website, clicks that ad and then takes a further action.
Cost-per-lead takes the entire process a step further
because a user has to complete an action on the
advertiser’s site. Only then will the publisher receive
payment. Advertisers may choose which specific action
will be charged i.e. download a PDF, sign up for a
newsletter, become a member, watch a video,
complete a survey, etc. This action is specified when
setting up each campaign.
Google Ads is built on two major pillars:
Your choice of placement and keywords determine
the success of the campaign.
KEYWORDS are the strings of words a searcher is
likely to use when looking for your product/service.
Keywords trigger your ads on the selected
The key to showing on the most relevant search
result is to “Think like the buyer/client.” This will
ultimately position you to provide the apt solution
for the searcher. There are tools to assist in
keyword research. E.g. KEYWORD PLANNER
PLACEMENTS: Placements are locations on the
Google Display Network where your ads can
appear. A placement can be a website or a specific
page on a site, a mobile app, video content, or even
an individual ad unit.
63. Placement for Google Ads can be :
• Specific location: This refers to a location on the
platform. It can be top, side, bottom, in-between
text etc. The location of ads sometimes
determines the “click through rate”.
• Mobile app, Desktop, Mobile website:
• Search, Display network: Google search page,
Youtube and millions of websites in and outside
Nigeria that are partnered with Google through
• Each business must be very mindful of ads
placement as this will affect the conversion rate
of the campaign.
An individual selling local spices must target
women related website with enticing pictures
65. Campaign types on Google Ads
Drive more traffic to
your site with text or call
ads that show near
search results of
Google.com, on Google
search partners sites,
and more. It is basically
text ads to attract
people to your
Drive new customers to
your website, build your
site visitor list with ads
that show across the
web, and optimize your
performance with it. It
can come in form of
text, pictures or rich
Get clicks to your
website from people
who are likely to make a
people who are likely to
shop/buy from your
platform, especially an
Bring interested people
to your site and get
more conversions with
a compelling Call-to-
action and other
features that encourage
people to take action
after your video plays.
66. Best Practices
• Keyword research is critical to its success
• Optimization is very important
• Ensure right targeting
• Connect with Google Analytics
• Stand out from the crowd with creative ads
• Extreme level of location targeting:
• Target wider audience
• Maximum return on investment
68. EMAIL MARKETING
Content builds relationships.
Relationships build trust.
Trust drives revenue.
Email marketing is the use of email to
promote goods and services.
it is the strategic use of email to develop
relationships with potential customers or
61% of internet users use social
media, while 94% use email.
Facebook has clickthrough rate of
0.07%, Twitter has 0.03%, and Email
Facebook has an organic reach of 1-
6%, Twitter has <1-30%, and Email
Large list = long term internet
“The money is in the list.”
69. An email marketing service (EMS) is a tool that allows you to get the highest ROI
possible by automating your workflow, tracking opens, clicks, replies, and
gaining more mailing list subscribers.
70. WHY DO YOU NEED AN EMS?
You want to send a nice looking email to a lot of contacts – without coding.
You want to use a tested, tried, and trusted pre-designed template.
You want to customize the selected template.
They make sure you follow all rules automatically (like the CAM-SPAM Act).
List management capabilities: segmentation, auto opt-in/opt-out etc.
BEST EMAIL MARKETING PRACTICES
Build your own email list.
Don’t be salesy all the time.
Treat your list with respect.
71. BEST EMAIL MARKETING PRACTICES (CONT’D)
Adhere to the SPAM Laws. To adhere, your emails must
a non-deceptive subject line
a method of unsubscribing
your name and address at the end of the emails.
Stick to a schedule. Be consistent so your customers can
know what to expect from you and when.
Use a lead magnet. It can be a PDF, Mp3, videos, eBook,
coupon, free trial . . .
Segment your list into small groups, so you can send
them personalized and relevant emails.
Perfect timing based on data you have.
72. BEST EMAIL MARKETING PRACTICES (CONT’D)
Make your subject line stand out; entice their
Inject some humor. Don’t be too serious.
Personalize the copy. Write like you’re writing to a
single friend. Use their names.
Make the call-to-action pop; contract the color with
the color of the whole page, so it stands out.
Format and design to make it look clean, neat, and
Ensure your design is mobile-friendly.
73. EXAMPLES OF EMS
Name Pricing Plan
Constant Contact 60 day free trial (no credit card required), starts at $20/month
Drip Free trial account for up to 100 subscribers, starts at $41/month
ConvertKit Starts at $29/month with 30-day refund policy
Aweber 30 day free trial, starts at $19/month
GetResponse 30 day free trial, starts at $15/month
MailChimp Forever Free Plan up to 2000 subscribers, starts at $10/month
Active Campaign Starts at $9/month, demo with limited features can be test-run
We strongly recommend MailChimp for small
businesses. With the Forever Free Plan, you can
send 12,000 emails to up to 2000 subscribers for
76. AFFILIATE Marketing
Affiliate marketing is a type of performance-based
marketing in which a business rewards one or
more affiliates for each visitor or customer brought
by the affiliate's own marketing efforts.
Simply put, affiliate marketing entails putting your
products on any online platform, and you get to
pay ONLY when your desired ACTION is performed
- which is usually purchase. This means you only
pay when people purchase.
There are tracking mechanisms to know the source
of website traffic.
77. Affiliate Marketing Platforms
1. DealDey Affiliate Program
2. VConnect Affiliate Program
3. PayPorte Affiliate Program
4. Jumia Affiliate Program
5. Konga Affiliate Program
79. Search Engine Optimization (SEO)
SEO is the process of maximizing the number of
visitors to a particular website by ensuring that the
site appears high on the list of results returned by
a search engine.
SEO strategy includes all the tactics to ensure that
when certain keywords related to your
product/services are searched, your website or any
other online platform comes up.
SEO is focused on growing visibility in organic
(non-paid) search engine results. SEO
encompasses both the technical and creative
elements required to improve rankings, drive
traffic, and increase awareness in search engines.
When last did you check the 2nd
page of a Google search result.
“Most people believe that the
BEST place to hide a DEAD
BODY is the second page of
Google result page.”
80. SEO STRATEGIES
YOUR DIGITAL PLATFORMS WILL NOT SHOW ON SEARCH
RESULT PAGE IF YOU ARE NOT ANSWERING ANY
HOW SATISFIED ARE PEOPLE WITH YOUR ANSWERS?
WHEN LAST DID YOU UPDATE YOUR CONTENT?
HOW MANY OTHER WEBSITE ARE POINTING TO YOU?
WHAT IS THE VOLUME OF KEYWORD ON YOUR WEBSITE?
81. SEO STRATEGIES
ON- PAGE SEO
• Sprinkle keywords into content
• On page link building
• Mobile friendly design
• Educative content
• Use of images
• Use of Alt text for images
• Encourage social sharing
• SEO friendly URL
• Page speed
OFF- PAGE SEO
• Social Media Engagement
• Off Page link building
• Guest blogging
• Encourage influencer sharing
86. WHATSAPP FOR BUSINESS
“If you do follow-up on
WHATSAPP instead of direct
phone calls, you will get 40%
WhatsApp Business is a dedicated Android app which
is free to download, and was built with the small
business owner in mind. WhatsApp Business makes
interacting with customers easy by providing tools to
automate, sort and quickly respond to messages. It's
also intended to feel and work just like WhatsApp
Messenger. You can use it to do everything that you're
used to doing, from messaging to sending photos.
87. Key features:
- Autoreply functionality
- Business profile to list important information
such as a company's address, email, other
contact details and website.
- Statistics to see how many messages were
successfully sent, delivered, and read.
- Messaging tools to quickly respond to
WHATSAPP FOR BUSINESS
You can start your digital
marketing journey on your own
A digital marketing agency will assist you achieve
your goals with the right budget. You don’t need
large capital to do this, consult an agency with
92. RES-Q Digital is a creative digital marketing
agency which specializes in making brands get
visible and also convert using various digital
We offer quality service delivery in all areas of
digital marketing, in time past and currently we
have been trusted by multinational and local
brands as a proof of our top notch service