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  One of the challenges that small business owners face is managing their limited resources to ensure they stay afloat and profitable at the same time. Big brand businesses have the budgets to spend on ads and attract more customers to their businesses. These help them market their products continually year out. A leisure that that most small businesses don’t have.
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Many small business owners have become demoralized because of this singular reason. However, they fail to realize that numerous cost-effective strategies can help a business expand its customer base organically. This post discusses some of these strategies, intending to help you if you’re a small business owner.

1. Harness the Power of Word-of-Mouth Marketing

As a small business owner, your strongest marketing strategy is word-of-mouth. That is, having others recommend your business, products or services to those they know. These personal recommendations hold substantial weight in Nigeria because of our country’s peculiar nature. Nigeria is a country that is big on communal and close-kin relationships. Oftentimes, people buy products or invest in services simply because a close family member, friend or even someone they trust on social media recommended it. So, focus on satisfying your customers and motivating them to refer friends and family. A study focusing on banks in Port Harcourt revealed that positive word-of-mouth significantly boosts profitability. Make it a business strategy to collect testimonials and feedback from your customers, feature these on your website and social media platforms.

2. Build a Robust Online Presence

In this age and time, social media is a leveller. With over 100 million internet users in Nigeria, establishing a strong online footprint can help bring in customers for you. Use social media platforms like Facebook, Instagram, and X (Twitter) to reach potential customers. Regularly post engaging content, respond to comments, and utilize relevant hashtags to broaden your reach. Ensure your business appears in local search results by creating a Google My Business profile and encouraging satisfied customers to leave positive reviews.

3. Collaborate with Other Businesses

As a small business owner, forming partnerships can be a mutually beneficial way to reach new audiences. Partner with businesses that complement yours to offer combined deals or services, thereby accessing each other’s customer bases. Co-host workshops or seminars to provide value to customers and increase exposure for both businesses.
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4. Offer Exceptional Customer Service

One of your biggest marketing strategies remains offering outstanding service. This encourages repeat business and referrals more than most other strategies. Address customers by name and remember their preferences to make them feel valued. Resolve issues swiftly to maintain a positive reputation and customer trust.

5. Utilize Content Marketing

People are continually searching online for answers to questions they may have. You can position yourself and your business as an authority by providing them with these answers through content marketing. Regularly write and publish blog articles and social media posts that address common customer questions or provide insights related to your products or services.

6. Implement Loyalty Programs

No matter how much we have, there’s that insatiable human desire that seeks rewards and recognition for our patronage. So, make it part of your business strategy to find ways to reward repeat customers. This doesn’t have to be something so big. It could simply be you providing loyal customers with early access to new products or services, or offering special deals to returning customers as a token of appreciation.

7. Engage in Community Service

Most big businesses engage in CSR (Corporate Social Responsibility) as a business strategy. While you may not have the kind of budget that big businesses have to initiate and execute large-scale CSR projects, you can find ways to actively engage in community initiatives, such as supporting community gatherings or sports teams and encouraging your team to volunteer for local causes. Things like these showcase your business’s commitment to the community and can significantly enhance your brand’s image.
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8. Offer Free Workshops or Classes

Finally, providing free educational sessions can attract potential customers and showcase your expertise. As part of your business strategy, you can host webinars where you share knowledge on topics related to your business to engage a wider audience online. You can also organize in-person workshops within your community. These provide avenues for you to demonstrate your products or services, allowing hands-on experience for attendees.
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This article was first published on 26th March 2025
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victor-ifegwu-mbonu

Ifegwu-Mbonu Victor is a Personal Growth and Leadership Trainer who provides training and coaching to individuals and organizations.

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