June 2018 - Archieve

Under the hood articles from the past.


Putting the customer first, in simple terms, means that a business puts the needs and requirements of a customer ahead of anything and everything else.
Such a business strives to build healthy relationships with their consumers by identifying their needs and providing the best-possible experience to its customers.
These organizations pay special attention and emphasis on putting the customer’s priorities ahead of anything else, and end up providing a personalized customer experience.
They also acknowledge and thank their customers for their business from time to time, through various different methods and avenues.
Organizations that ‘put the customer first’ are commonly referred to as customer-oriented, customer-driven or customer-focused businesses. They are oriented towards serving the client’s needs, and measure customer-satisfaction levels in order to determine the success of their business.
Companies such as Apple, Samsung, Google and GE are just a few examples of customer-centric business models. These businesses strive to identify what their customers want, and do their utmost to fulfill their needs, wants and requirements with the products and services that they offer. These businesses also excel in customer-care and after-sales service.
For these organizations, being putting the customers first isn’t a strategy, it’s a culture!

Why is it essential to put the customer first?

For one essential reason: in order to be successful, an organization needs to continuously change and adapt to their customer’s ever-changing needs and wants. If they fail to do so, they will lose out to their competitors who are better at it, simple as that.
Therefore, putting the customer first is essential for customer-retention and customer-loyalty.
Why do people buy an iPhone every single year? Why does the iPhone – and Apple as a company – continue to dominate customer-satisfaction results year after year? Despite the emergence of strong competition, arguably better and stronger phones with superior operating systems, and companies such as Samsung spending billions into marketing?
For one simple reason: Apple knows what people want, and effectively satisfies their wants through its products. Which is why it has been able to build a strong army of loyal customers who are more than happy to pay for an iPhone or an iPad every single year!

How can organizations become more customer-oriented/customer-driven/customer-focused?

  1. Ask what the customer wants. Get inside their head. Primary and secondary marketing research is vital here. Collecting data through various methods will provide you with essential information about what people expect from you, and how you can fulfill their expectations. Apart from some of the traditional ways businesses collect such data, keep an eye out on Facebook comments, online forums where your customers hang-out (such as Reddit), and/or run keywords relevant to your business through Google to see what results pop-up (look on industry/market-specific blogs, for instance).
  2. Give your customer what they want. Sell them what they want to buy. Strive to provide them with the best value. Value is benefits minus cost. This is what people look at when determining whether they would want to do business with your organization or not.
  3. Ensure that your customers get easy access to each and every single one of your products and services at all times. Whether you decide to do this yourself, or through a partner/service provider is your call.
  4. Deliver on your promises! If you set a certain level of expectation, you need to be able to deliver on it. If you break any promise that you’ve made, it is clear that you don’t value your customer’s priorities. This can understandably be quite damaging to your reputation. It is also why it is essential to set realistic goals, so that you set realistic expectations in the first place.
  5. Acknowledge your customers for the business that they give you, for buying from you, for using your products and service year-in and year-out. Thank them through various different methods – from a simple ‘thank you message’ over social media. Speak with your customers and clients, respond to them, talk with them, and get to know them.
  6. Reward your customers from time to time. You can do this through various different avenues – discounts, sales or rebates, running promos, throwing a party, running a contest (with a valuable prize) and so on. Give something back to your clients. Be as creative with this as you can, think outside the box!
  7. Allow customers and clients to easily leave you feedback, and/or get in touch with you through various different methods – phone, email, website, from within the smartphone app (if applicable), or through an online forum. Dell, for instance, has a forum dedicated to support. Not only is this forum excellent in providing support to people via crowdsourcing, it is also an immense knowledge-base for Dell to monitor what their customers are saying about the company and its products.
  8. Make sure that being customer-oriented is not part of your organization’s strategy, it is an organizational culture! This requires teaching and training the right behavior, and rewarding it within the organization – behavior ensures that everyone under your organization’s umbrella is focused providing customers the solutions that they need.
  9. Adapt and change with time. Your customers and their needs, wants, and requirements are changing all the time. So should your products, services and your solutions.


We'd love to hear your views,  Please, Share your thought via the comments field below!
-(Credit: SmartBusiness


                                         CONSTANT EVOLUTION:

When the word "evolution" is mentioned, you thoughts may drift back to high school science class and learning about the change within biological populations over billions of years. However, the real meaning of evolution is the gradual development of something growing more complex. This means you have the ability to evolve through the choices you make and the intentions you set daily.

You have already evolved from the person you were in elementary school. Why stop now that you’re an adult? You can make time to evolve even with the daily responsibilities to work and family. There are little actions you can take throughout your typically busy day to create a more evolved you.

Maybe you don’t see any purpose behind making a concerted and mindful effort towards your own self-evolution. Perhaps your family life is pretty good, you have a house and a car, and your career is on track. Why even bother?

You can achieve unknown levels of satisfaction and contentment when you reach peaks that once seemed unrealistic. When you’re on a path towards self-evolution you’ll be better prepared to handle challenges in life and all of the turmoil they can present.

What is the picture that is high and lofty your mind is afraid to conceive its attainment? You can begin one steps at a time. Drops of water makes the Mighty ocean they say. Evolution isn't a one off thing, its a process 

Start from where you are, begin to think expansively and creatively; take steps, acquire skills, interact with new peers, break barriers, conquer your fears, try again when you fail, let each passing phase of your life be marked and remembered with something significant that you've achieved, only then will you begin to see a more evolved you. 

See you at the top! 

Yours' Inspirationally,

5 Branding Tips All Startups Should Know

5 Branding Tips All Startups Should Know
Building a memorable brand is more important than ever.  In this climate of unlimited choices,  your brand has to be cohesive, memorable and differentiated to captivate consumers and eventually capture mind share.
Branding isn’t simply a visual identity, and a lot of start-ups go wrong by undervaluing the importance of branding initiatives. Think of branding as a vehicle for communicating your value to the world, engaging consumers on an emotional level, and creating a sense of ownership for your customers and fans.  A strong brand paints a picture of your core values, your personality, points of difference and clearly communicates to the consumer why they should choose you over competitors. Here are 5 branding assets you absolutely should not launch without.

1. A Memorable Name

Good brand names are rarely arbitrary.  They are carefully curated ambassadors of your brand personality that convey your brand’s position, tone, and values.  Names can be proper names (based on the founders if you like), descriptive names, imagistic, alphanumeric, playful, invented etc. Whatever you deem appropriate to get the tone and personality of your brand across is fair game.
Once you’ve identified a few names, evaluate them based on ease of spelling, sound, appearance, appropriateness and relevancy to the target market, and level of distinction.  Once you’ve settled on a name you love, do a trademark search before you spend time and energy on a logo design.  It might also be a good idea to test the name with your target market to make sure it resonates in a positive way!

2. A Strong Logo

When it comes to identity design, brands need to “go big, or go home.”  Logos need to be instantly recognizable, memorable, and cue the product/service you are offering. Color is increasingly important in logo design. In fact, color has been found to increase brand awareness by as much as 80%. Because of the nature of human brain, we recognize color long before we can decipher words, and we often associate certain colors with particular brands. Opt for highly recognizable shapes, unique and customized typefaces, and an ownable color palette, as they all help to increase brand recall.
After you’ve designed your logo, remember to test it.  Look at your logo in the company of other brands it will be surrounded by.  Ask yourself the following questions:
  • Is it appropriate for the category so consumers can relate it to a product or service?  Yet does it stand out enough to be memorable?
  • Does it read well in print, on package and online?
  • Does it work in both black and white and color?
  • Is it appropriate for the consumers, cultures, and subcultures that will be receiving it?
  • Does it convey the brand personality?
  • It is cueing the emotional response you are hoping for?

3. Meaningful Marketing Collateral

Alexander Hamilton said, “Those who stand for nothing fall for anything.” Brands need to own their positions and exhibit personality and emotion in order for consumers to make real and meaningful connections with them.  Arguably the greatest brands of the last century such as Coca-Cola, Apple, and Nike all have human qualities to them.  The emotions of their brands are palpable at every level.  We love them, we bring them into our homes and we make them a part of our everyday lives because they stand for the same things we do.

4.  An Optimized Website

Anybody can create a website — the Internet is full of sites where you can do it for free.  It is somewhat harder though, to create a website optimized for good user experience.  Your website should be a showcase for your brand personality, with rich and valuable content that will make consumers want to stay on your site and share it with their friends.  It’s a mistake to create a website just for the sake of having one.  It can be a truly invaluable tool for telling your brand story, proving your credibility and engaging with consumers in real time.  It is also the best place to gauge perceptions of your brands and products. Good sites balance design and functionality.

5.  A Well-Rounded Promotional Strategy

Social media is becoming a sort of “gold rush” with businesses attempting to lay claim to as much mind share as possible.  Interestingly, in a recent IBM study, 70% of executives thought their businesses would be perceived as “out of touch” if they did not engage in social media.  However, the same study also concluded that most people use social networks to interact with friends and families, not necessarily brands.
The point is, social media might not be a gold mine for your particular business.  A well-rounded promotional strategy will prove more fruitful in the long term, as you are engaging consumers through various mediums, and through a multidimensional approach.  Before you get caught up in promotional buzzwords, identify who your consumers are and where they dwell.  It’s not just a “presence” that will capture attention and be a driver to purchase. Brands need to convey real and tangible benefits across the board for consumers even to think about engaging with them.
What other branding tips do you know?  share with us in the comments field. 
-(Credit: Bplans

7 Digital Marketing Skills that Nigerian companies are hiring in 2018

Image result for digital marketing

7 Digital Marketing Skills that Nigerian companies are hiring in 2018

It is necessary to discuss about this topic, because LinkedIn did a study of top 25 skills that got people jobs in 2014 and 4 of these skills were marketing related.
  • 5 – SEO/SEM marketing
  • 12 – Marketing Campaign Management
  • 16 – Digital and Online Marketing
  • 20 – Channel Marketing.
25 job skills 2015 linkedin study
I agree because I noticed that Nigerian companies had similar job openings too. Keep reading.
7 Digital Marketing Skills that Nigerian companies are hiring in 2018:

1. Search Engine Optimization (SEO)
Are you good at optimizing a website for Google search and humans? Can you make a website easy for Google to crawl and rank in the right category of keywords? Then, you are the man/woman that companies are looking for.

2. Content Creation / Content Marketing /Copywriting
Most savvy companies in Nigeria have come to realize that just having a website is not enough. In order to achieve long-term sales goals, they must invest in content marketing.
The problem is, most of these companies don’t have the time to write articles for their company blog or create ebooks.
That’s where a content marketer, copywriter or blogger comes in.
To succeed in this field, you must be a good researcher and have the ability to create content that is educational, inspirational, entertaining and solves problems. The content doesn’t have to be all text, you can re-purpose your content to include videos, Slideshare presentation, photos, and podcast. 

3. Web Design/Development and UX
Can you build websites and/or mobile apps that helps to attract new visitors, convert visitors to leads or customers? Companies are hunting for you right now.

4. Pay-Per-Click (PPC)
Do you know how to use tools, like Google AdWords, Facebook Ads, LinkedIn, YouTube, & Twitter Ads effectively?
Do you have a deeper understanding of keyword selection, landing page optimization, copywriting and measuring the effectiveness of PPC campaigns?
Then you are what employers need. Go dust your resume and portfolio!

5. Email Marketing / Marketing Automation

Did you notice that between 2014 and 2015, Email marketing became popular in Nigeria?
Every Nigerian company is busy buying bulk email lists and sending blasts the wrong way – unfortunately.
Why did I say, unfortunately? Because I DO NOT support buying email lists. I’m an advocate of PERMISSION-BASED email marketing in Nigeria. If you need send people marketing newsletters, the least you can do is ask for their permission. Let them do it voluntarily.
Back to the topic, email marketing is not dead. As old as it may be, email marketing stilI has and will always be one of the most effective ways to market products and services.
But, in order to get qualified for the job, you must be well grounded in list building, lifecycle email copywriting, segmentation, HTML/CSS, and automated workflows.

6. Social Media Marketing/Advertising
Do you have great listening, writing, design and selling skills? Are you an avid reader and eternal learner of new technologies? Do you like measuring the results of your marketing strategy? Then you are the social media manager that Nigerian companies are looking for! Companies want you to manage, engage and convert their social media prospects into buyers. They also want you to keep up with the frequent changes in social media ad platforms. 

7. Video Production/Marketing
Can you tell stories and engage an audience with videos? Can you edit, host, promote and market that video on YouTube, Instagram, Vine and other channels? Nigerian companies are looking for you.
Which Nigerian Cities Have The Most Digital Marketing Jobs?
According to LinkedIn jobs section and from my own experience, the 4 major cities include:
  • Lagos
  • Abuja
  • Port-Harcourt
  • Kano.
Now that you know all of the above, go sharpen your skill in this regard
-(Credit: Caroline Wabara)