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Content marketing can work wonders for your business if it’s done smartly and aims for clearly defined targets. However, getting it right can be a challenge if you or your team lacks the tools and know-how to execute a proper content strategy. And it’s doubly difficult if you’re trying to win customers via this means in a market that’s populated by persons with low spending power.

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A low-income market is precisely what you’d be faced with if you’re in most industries in Nigeria. You always have to factor this into your planning for publicity and customer acquisition. The good news is that you still can succeed with content marketing even in such a scenario. Here are 5 steps you can take to do this.

Emphasize Benefits Over Features

Your audience may not care much for the pretty features of your product or service. At least, this is true for most items sold to low-income markets. The people in this category just want something that delivers the results they seek. Make sure to emphasize that your offering does the job they want it to and in an efficient manner. Let your messaging revolve around this fact, and you’ll stand a good chance of capturing their attention.

Highlight Your Price Advantage

Here’s something else you’ll want to point out in your marketing: your product’s affordability. You simply can’t get around this. The people you’re selling to will seldom have a chance to spare for higher-priced goods. If yours is within the regular budget for them, it’s important that you let them know, and do so often too. Playing in a hyper-competitive niche will mean that your rivals are always talking about how wallet-friendly their items are as well, so you absolutely have to tick this box.
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Show that You Understand Your Audience’s Needs

We suppose that you’re familiar with what your audience wants. We have probably mentioned two of them already—reasonable prices and effectiveness. What other things do they desire in a product like yours? Mention those in your marketing material and channels. What you’d be doing is mirroring their concerns back at them, as a sign that you understand their needs. Doing this makes them eager to see whatever it is you present as a solution.

Reach Out on Platforms Your Audience Uses

You may want to stick to your own channels (your website, email, and social media pages) and attempt to reach people this way. There’s nothing wrong with that. But if you’re going to connect with a much larger number of people, you’ll have to place your marketing content on platforms outside of your own—especially those that your target demographic frequents a lot. We are referring to popular blogs which allow businesses like yours to feature on them.

Use Inexpensive Marketing Strategies

It’s true—we’ve just suggested that you make a guest appearance on blogs other than yours. But on the flip side, you do need to keep your marketing costs down. Remember, your margins may be slim precisely because you’re catering to a low-income market. So, explore inexpensive marketing strategies that will help you maintain your customer acquisition costs at a manageable level. For example, try growing your following organically with SEO, encourage positive reviews, and ask for referrals.
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Final Words

You can win with content marketing, even in markets populated by lean pockets. Take the steps we’ve talked about here, and you’ll be closer to succeeding with your content strategy where others have faltered. Featured Image Source: Entrepreneur
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This article was first published on 21st September 2023


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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