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Employment-related indices show that Nigeria has a growing labour market a significantly high unemployment rate. A large segment of the employed population is underemployed. One reason for this worsening situation is a dearth of skill among the country’s labour force.

Micro, small and medium-scale enterprises employ the greater number of work-ready adults. But many of these businesses struggle to grow and barely survive in times of crisis. Thankfully, these ventures can speed up their growth by leveraging social media to build a presence online.

Read more about 2019 CN’s Top 100 Emerging SMEs

Ore Afolayan a seasoned expert in SEO and Marketing Automation established TOA Marketing Company in 2019. The company is on a mission to equip large sections of the unemployed with digital marketing skills that could help them build a thriving business. The company has locations in Lagos and Ibadan in Nigeria and Paramaribo in Suriname.

Before founding TOA Marketing, Ore Afolayan had garnered experience in the field of Political Communications having worked as Secretary of New Media to Nigeria’s Minister of Communication. He also worked as a major informant for the University of Birmingham’s research into the use of fake news in Nigeria’s elections.

Through TOA Marketing, Ore Afolayan and his team are building a bridge between unemployed persons lacking in skill-set and small and medium scale enterprises who are struggling to grow.

They are achieving this by training the unemployed in modern marketing techniques and also providing them with tutelage, tasks, short-term placements, and work openings. Those who undergo training help businesses that hire them in their efforts to scale by applying the digital marketing skills the have acquired.

Teams trained by TOA marketing magnify the online presence for their client businesses by running campaigns on social media platforms like Facebook and Instagram, and efficiently engaging with customers via automation. They also assist their clients with search engine optimization and save them significant sums in advertisement costs.

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This frees up time for client businesses to focus on production, service delivery, or whatever they are involved in as a business.

Over time, TOA Marketing has provided digital marketing services to many businesses ranging from SMEs to major international brands. Some of TOA Marketing’s notable clients include Ted-Ex, the University of Birmingham, Peak Milk, NYSC, and Whatsapp. They have also worked with United Purpose, FarmKonnect Nigeria, and WazobiaChow.

TOA Marketing has also worked with political parties in Nigeria including the All Progressive Congress (APC), the Peoples’ Democratic Party (PDP), and Action Democratic Party (ADP).

TOA Marketing Company has gained recognition for its role in empowering unemployed Nigerians with modern marketing skills and providing them with job opportunities. For this course, they have been voted one of Connect Nigeria’s Top 100 SMEs for the year 2019.

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This article was first published on 4th June 2020


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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