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Devising a Freelance Marketing Plan for the Nigerian Market

Last Updated on July 24, 2023


Marketing is crucial to the success of any business, and having a solid plan is key. A well-thought-out marketing plan ensures that business owners understand their target audience and the most effective ways to reach them.

In Nigeria, where the business environment is highly competitive, a freelance marketer must have a solid plan to stay ahead of the curve.

In this blog post, we will discuss how to devise a freelance marketing plan tailored to the Nigerian market.

By the end of this post, you will have a comprehensive understanding of the steps involved in creating a targeted marketing plan and be equipped with the tools needed to succeed.

Identify Your Target Audience

When devising a freelance marketing plan for the Nigerian market, identifying your target audience is crucial.

Understanding your ideal customer, their pain points, needs, and interests is the first step in creating an effective marketing plan.

Here are some ways to do this:

  • Define your ideal customer: Start by creating a detailed profile of your ideal customer. This can include demographic information such as age, gender, location, income, and education level. It can also include psychographic information such as personality traits, values, and attitudes.

  • Understand their pain points: Next, identify the problems and challenges your ideal customer faces. What are their pain points, and how can your freelance services help to solve them? Take the time to research and understand their needs and concerns.

  • Determine the best channels to reach them: Once you know who your ideal customer is and what their pain points are, you need to determine the best channels to reach them.

    This can include social media platforms, online communities, industry forums, and other channels. Understanding where your ideal customer spends their time online can help you to better target your marketing efforts.

By identifying your target audience, you can create a more effective marketing plan that speaks directly to their needs and interests.

Read: Using Nigerian Freelance Platforms for Marketing Your Services

Research and Analyze Your Competition

Before devising a freelance marketing plan for the Nigerian market, it is important to analyze your competition.

Here are some steps you can take:

Identify Your Top Competitors in the Nigerian Market

  • Look for businesses or individuals offering similar services to yours

  • Do a Google search using relevant keywords

  • Check social media platforms such as LinkedIn, Twitter, and Facebook

  • Attend industry events and conferences to network and meet potential competitors

Evaluate Their Strengths, Weaknesses, and Marketing Strategies

  • Take notes on what makes your competitors stand out

  • Assess their strengths, such as their experience or expertise in a particular area

  • Identify their weaknesses, such as a lack of a strong online presence or limited services

  • Analyze their marketing strategies, including which platforms they use the most and what type of content they create

Determine How you can Differentiate Yourself

  • Consider what sets you apart from your competitors, such as your unique selling proposition

  • Focus on your strengths and be honest about your weaknesses.

  • Create a strong online presence and use social media to showcase your expertise.

  • Offer a wider range of services or specialize in a niche area.

  • Provide exceptional customer service to stand out from the competition.

By researching and analyzing your competition, you can gain insights into what works in the Nigerian market and how you can differentiate yourself from the rest.

Remember to be authentic and true to your brand when developing your marketing plan.

Read: Freelancing in Nigeria: Balancing Quality and Affordability

Set SMART marketing objectives

When it comes to devising a freelance marketing plan for the Nigerian market, one of the most crucial steps is setting SMART marketing objectives.

This ensures that your marketing efforts are aligned with your business goals and that you have a clear roadmap for achieving success.

Here are some tips for setting effective marketing objectives in Nigeria:

Define Your Business Objectives

  • Start by defining your overall business objectives. What do you want to achieve in the long term?

  • Consider your target audience, industry trends, and your unique selling points.

  • This will give you a clear idea of what you want to achieve and help you set specific marketing objectives.

Make Them Specific, Measurable, Attainable, Relevant, and Time-bound

  • Your marketing objectives should be SMART: specific, measurable, attainable, relevant, and time-bound.

  • For example, instead of setting a vague objective like “increase sales,” set a specific goal such as “increase sales by 20% in the next three months.”

  • This ensures that your objectives are clear, measurable, and achievable within a specific timeframe.

Align Your Marketing Goals with Your Business Goals

  • It’s important to ensure that your marketing goals are aligned with your broader business goals.

  • For example, if your business objective is to increase brand awareness, your marketing goal could be to increase social media engagement by a certain percentage.

  • This ensures that your marketing efforts are contributing to your overall business success.

By setting SMART marketing objectives that are aligned with your business goals, you can ensure that your freelance marketing plan is focused, strategic, and effective.

By following these tips, you can create a marketing plan that drives real results in the Nigerian market.

Read: How to Create a Compelling Value Proposition in Nigeria

Devising a Freelance Marketing Plan for the Nigerian Market

Outline your Marketing Strategies

In devising a freelance marketing plan for the Nigerian market, it is important to identify the marketing mix that best suits your business.

This involves looking at the product, price, promotion, and place.

  • Product: Your product is what you are offering to your clients. You need to ensure that it is of good quality and meets the needs of your target audience. If it doesn’t, you might need to make some changes.

  • Price: The pricing strategy you use for your product is crucial. You need to charge a price that your target audience is willing to pay while still making a profit. Your pricing strategy should also reflect the value that your product provides.

  • Promotion: This involves the different marketing techniques you will use to get your product in front of your target audience. You can use social media, email marketing, influencer marketing, and other channels.

  • Place: This is simply where your product is sold. It could be online or in physical stores. You need to ensure that your product is easily accessible to your target audience.

Develop a Unique Selling Proposition

Developing a unique selling proposition is also important. This is what sets you apart from your competitors. Your unique selling proposition should tell your audience why they should choose your product over others.

Choose the Right Marketing Channels

Choosing the right marketing channel is key. Social media is a great way to reach a large audience, especially if your target audience is mostly young people.

Email marketing is also effective, especially if you already have an email list. Influencer marketing, on the other hand, will require some budget, but it is effective at reaching a specific audience.

Creating a budget is also very important. You need to allocate funds for different aspects of your marketing plan, such as advertising, content creation, and influencer marketing.

You can’t just wing it; you need to have a budget to guide your spending.

In summary, developing a freelance marketing plan for the Nigerian market requires identifying the marketing mix, developing a unique selling proposition, choosing the right marketing channels, and creating a budget.

With careful planning and execution, your freelance marketing plan can be successful and help you achieve your business goals.

Read: Essential Networking Tips for Freelancers in Nigeria

Create a Marketing Calendar

As a freelancer in the Nigerian market, you need to have a well-thought-out marketing plan in order to attract and retain clients.

One of the most effective ways to do this is by creating a marketing calendar that helps you plan your marketing activities and ensures that you stay on track.

Here are some key steps to help you create a marketing calendar:

Plan your Marketing Activities for Every Quarter of the Year

The first step in creating a marketing calendar is to plan your activities for each quarter of the year.

This will help you to be intentional about the marketing strategies you want to focus on at different times of the year.

For instance, you might want to focus on social media marketing in the first quarter, content marketing in the second quarter, email marketing in the third quarter, and influencer marketing in the fourth quarter.

Determine the Frequency of Your Campaigns

Once you have a plan for each quarter, you need to determine how often you will run your marketing campaigns.

This could be daily, weekly, bi-weekly, or monthly, depending on the type of campaign and your target audience.

For example, if you are targeting busy professionals, you might want to run your campaigns during rush hour, lunch breaks, and weekends when they are likely to have more time to engage with your content.

Schedule Your Content Ahead of Time

The final step is to schedule your content ahead of time. This involves creating a content calendar where you plan out the specific content you will be sharing during each campaign.

This could include blog posts, social media posts, email newsletters, and other types of content that align with your marketing goals and objectives.

By scheduling your content ahead of time, you can ensure that you are consistent and that your content is always relevant and engaging to your target audience.

In fact, creating a marketing calendar takes time and effort, but it is an effective way to ensure that your marketing activities are intentional and well-coordinated.

By planning your marketing activities for each quarter, determining the frequency of your campaigns, and scheduling your content ahead of time, you can attract and retain clients in the Nigerian market.

Read: Understanding Nigerian Customer Behavior for Freelancers

Measure and Analyze Your Marketing Efforts

  • Monitor your marketing results consistently to ensure effectiveness.

  • Analyze the data gathered to determine which marketing channels yielded the best results.

  • Use the analysis to adjust your marketing plan and improve your results.

Marketing is an essential aspect of any business, and as a freelancer, you should take it seriously. You need to devise an effective marketing plan that will attract clients and sustain your business.

However, devising a marketing plan is not enough; you need to evaluate its effectiveness constantly. You need to track your progress, analyze your data, and make adjustments accordingly.

The following are the steps to follow when measuring and analyzing your marketing efforts:

Monitor Your Marketing Results Consistently

It is essential to track your marketing progress to ensure that you are on track. You need to understand the performance of each marketing channel and evaluate their effectiveness.

Tracking your marketing results will help you identify the strengths and weaknesses of your marketing plan and make necessary changes.

Regular monitoring ensures that you can rectify any arising issues, identify areas that need improvement, and maintain good performance.

Analyze the Data Gathered

After monitoring your marketing results, it is time to analyze the data gathered. You need to determine which marketing channels or techniques yielded the best results and which ones did not.

To do this, you need to use various analytical tools available. Google Analytics is a perfect example of such tools.

It will help you evaluate your marketing campaigns and provide you with valuable insights into user engagement, traffic sources, and conversions.

Use the Analysis to Adjust Your Marketing Plan

Based on your analysis, you can adjust your marketing plan to enhance its effectiveness.

You can revise your marketing strategies, allocate more resources to effective channels, and redirect resources from underperforming ones.

Additionally, you can use the data gathered to determine your target audience’s preferences, interests, and needs.

This information will help you develop more precise and effective marketing messages that resonate with your target audience.

Therefore, marketing is an essential aspect of any business, including freelance businesses. It helps you attract new clients, retain existing ones, and grow your business.

However, you need to measure and analyze your marketing results to maintain high performance and make necessary improvements.

You need to track your progress, evaluate your data, and adjust your marketing plan accordingly.

Read: Boost Your Freelance Business: Nigerian Ad Platforms Review


As a freelancer marketing your services in the Nigerian market, having a solid marketing plan is imperative for business growth.

In this blog post, we’ve discussed the various steps required to devise a marketing plan.

But remember that devising a marketing plan isn’t a one-time activity; it requires constant analysis, adapting, and measuring its results to ensure effectiveness.

Therefore, flexibility and adaptability are critical in implementing a successful marketing plan.

If you want your business to succeed, you need to develop and execute a marketing plan that works for you.

A marketing plan will help you stay focused on your goals and objectives, make informed decisions, and track and measure your progress.

So, we encourage you to start creating your marketing plan today. Remember to research your target audience, define your unique selling proposition, set achievable objectives, allocate your resources smartly, and develop a robust execution plan.

The primary goal of a marketing plan is to attract, engage, and retain customers.

Ultimately, creating a marketing plan is not a one-time activity but an ongoing process. By devising a marketing plan and staying flexible and adaptable, you can meet your customer’s expectations while driving business growth.

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