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Building a Word-of-Mouth Marketing Strategy that Works in Nigeria

Victor Ifegwu Mbonu
Word-of-Mouth Marketing

E-Commerce Nation

  As a businessperson, a winning marketing strategy does not focus on just one thing but one that explores multiple other strategies. Until you realize this, you may be leaving money on the table that could come from other means. One area that many businesspersons make this mistake in is ignoring the impact of word-of-mouth as a marketing strategy.
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Word-of-mouth marketing remains one of the most effective ways to build brand trust and loyalty, especially in Nigeria. Word-of-mouth marketing is simply when people share their experiences about a product or service. The reason why you should consider this marketing strategy in your marketing efforts is because of its enormous advantages to your business. In this article, we will consider more about what this strategy is, the benefits for you and how you can develop it for your business.

Understanding Word-of-Mouth Marketing and Why It Works in Nigeria

Think about it, how many times have you wanted to purchase an item or buy food at a restaurant and you call up someone to make recommendations of a place? We use this daily in our lives to make purchases because it is part of who we are as humans, and of course, culturally as Nigerians. Nigerian consumers are heavily influenced by their social networks. Whenever we want to make a purchase, we like asking for recommendations from people we trust before making a decision. So, when we speak of word-of-mouth marketing, it still refers to the organic sharing of information between consumers, often stemming from positive experiences. This can happen in so many ways –face-to-face interactions or through social media and other digital platforms. With the increase in the number of users online and the multiplicity of platforms, online reviews and social media posts have become modern-day word-of-mouth. Today, Nigerians frequently turn to social media for advice on anything from where to get the best shawarma in town to which bank has the fastest service. According to Bazaarvoice, 65% of sales come from existing consumers, showing how influential peer recommendations can be. Another study by Qualtrics has it that over 90% of consumers say online reviews have influenced their purchasing decisions. 
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How To Build an Effective Word-of-Mouth Marketing Strategy

  1. Deliver Exceptional Customer Experience
People will only talk about your business if you give them something to talk about. Providing excellent service or offering unique products creates positive experiences worth sharing. When customers leave satisfied, they are more likely to recommend your business to their network.
  1. Use Social Media and User-Generated Content
The digital space offers businesses like yours with endless opportunities for word-of-mouth marketing. Encourage satisfied customers to post reviews, and tag your business in their social media posts. Use your social media pages to showcase user-generated content, where customers are seen using your product or service. This increases your credibility, as customers trust other customers more than they trust your ads.
  1. Create a Referral Program
You can encourage customers to recommend your business to others by creating a form of referral program through which you reward customers for bringing in new customers for you. A good referral program incentivizes your existing customers to spread the word. For instance, when PiggyVest first launched, it offered referral bonuses to customers who brought in new users. So, many went out of their way to promote and market their services and were rewarded for each successful sign-up. This approach not only spreads awareness but also fosters brand loyalty.
  1. Partner with Influencers
Social Media Influencers in Nigeria wield a lot of power in shaping consumer perceptions and you can use them to increase your marketing efforts. All you need to do is identify micro-influencers within your niche whose followers align with your target market and partner with them or hire them. A mention or review from a trusted influencer can help spread the word faster. However, ensure that your partnership feels organic, as consumers quickly lose interest in overly sponsored content.
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Go the Extra Mile
While organic word-of-mouth marketing happens naturally, you can amplify these efforts through intentional marketing campaigns. You could offer discounts to customers who share testimonials online or run contests that encourage customers to share their experiences. This will help maintain the momentum about your products keep the conversation alive and also expand your reach.
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