(Digital) Marketing: Learn, Unlearn and Relearn

What You Need to Know to Grow Your Business

Introduction

This eBook is about marketing — yes, with emphasis on digital marketing, but also marketing in the broadest sense.

So, what is marketing in the simplest terms?
Marketing is every activity you take to promote the buying or selling of a product, service, or idea.

Imagine this: someone has an amazing product but is sitting in the dark. No one knows about it. Meanwhile, another person with a manageable product has a spotlight, a gramophone, and is telling the world. Who do you think sells more? Exactly.

Many people confuse marketing with simply opening a social media account or creating a website. But marketing starts the moment you mention your product to a prospect.

Running a business isn’t easy, especially in a world filled with competitors. Marketing won’t magically quadruple your sales overnight, but it will make achieving your goals at least 3x easier.

I learned this firsthand from my mom. She ran her business for years without “running ads” — yet she designed flyers, created brochures, distributed magazines, sent newsletters in envelopes, and kept her customers updated. That was marketing and branding long before digital tools existed. Today, we can make it better — and digital.

Simple Tools for SME Marketing

You don’t need a huge budget to start marketing your business. Here are simple, affordable tools you can begin with:

• Google (search visibility, Google My Business, analytics)

   

• InShot (video editing)

   

• Canva (graphics, templates, branding)

   

• Mailchimp (email campaigns)

   

Must I Be on Social Media?

Yes, but with caution.

Social media is one of the greatest innovations of our time. It gives small businesses visibility, access to audiences, and insights at little to no cost. But here’s the truth:

• Social media followers are not your community.

   

• Social media platforms are trends — and trends come and go.

   

• If Instagram, Facebook, or TikTok disappears tomorrow, what happens to your audience?

   

That’s why you should build stable foundations alongside social media:

• Blogging

   

• A professional website

   

• Email marketing

   

• YouTube

   

• Google visibility

   

• Branding (offline and online)

   

• Flyers, brochures, directories

   

Social media is a tool, not your entire strategy.

Idea Generation – Market What Matters

Before marketing, make sure your product or service is marketable and has a real target audience.

For example:

• You want to open a bookstore. Great. But can your audience read? Do they have the buying power?

   

• You want to write a book for babies. Babies don’t read, so your target market is parents and guardians, who will be reading to the babies.

   

Marketing always starts with understanding who your customer really is.

Social Media – Use It Wisely

Social media isn’t magic. Opening an account won’t guarantee sales. Instead, treat it as:

• A brand positioning tool

   

• A digital brochure

   

• A doorway to your actual store or service

   

Keys to Social Media

1. Brand Consistency

    

   • Keep your brand voice, design, and message uniform.

      

2. Relevance Consistency

    

   • Don’t post daily just for the sake of it. Post valuable content when you can.

      

3. ❌ Posting watered-down #MondayMotivation quotes that don’t connect.
   ✅ Sharing a behind-the-scenes video, customer testimonial, or product demo.

    

4. Repurpose Content

    

   • Reuse and repackage older content. That caption from 2019 could become a Reel today.

      

5. Be Human

    

   • Social media = social. Share behind-the-scenes, your work desk, a quick story. Authenticity works better than polished but soulless posts.

      

6. Use Highlights & Guides

    

   • Save FAQs, customer stories, product showcases, and reviews in highlights.

      

Social Media Tools

• Images, videos, captions

   

• Free image banks

   

• Short random videos

   

• Stories & Reels

   

Website – Your Digital Reception

A website is like your online office or shop. It can act as:

• A salesperson while you sleep

   

• A 24/7 brochure

   

• A sales channel

   

• A visibility tool

   

And today, websites are cheaper than ever to build and manage.

Alternatives to a Full Website

If you’re not ready for a full site yet, you can start with:

• Milkshake

   

• Disha

   

• Google Docs

   

• Mailchimp landing pages

   

• Google Sites

   

• Canva one-page websites

   

• Paystack/Flutterwave store pages

   

But ultimately, invest in a professionally built website. WordPress is a reliable, affordable option.

Email Marketing – Don’t Sleep on It

Email is still one of the most powerful marketing tools for SMEs. Here’s why:

1. Email is the #1 communication channel.

    

   • 99% of consumers check their email daily.

      

2. You own your list.

    

   • Unlike social media, you control access to your subscribers. No algorithms, no sudden bans.

      

3. It’s affordable.

    

   • Many platforms are free or low-cost.

      

Top Email Marketing Tools

• Mailchimp

   

• ConvertKit

   

• ActiveCampaign

   

• SendinBlue

   

• Constant Contact

   

• AWS + Big Mailer (for larger lists)

   

Branding – Beyond Logos and Colors

Branding is more than a logo. It’s your voice, identity, and customer experience. A strong brand builds:

• Recognition

   

• Trust

   

• Loyalty

   

Even small businesses can create consistent branding with tools like Canva and free templates.

Apps Every SME Should Explore

• Google My Business – visibility on local searches

   

• Canva – design and templates

   

• InShot/CapCut – video editing

   

• Mailchimp – email marketing

   

• Hootsuite/Buffer – social scheduling

   

• Slack/Trello – internal communication & project management

   

After All Has Been Said and Done…

You might be asking: “Okay, but what can I do right now?”

Here are actionable, affordable resources:

• 📥 Downloadable Templates (content calendars, campaign sheets, checklists)

   

• 📌 Digital Marketing Action Plan – $10

   

• 📌 Social Media Calendar Template

   

• 📌 Brand Guideline – $5

   

• 📌 Campaign Template

   

• 📌 Digital Marketing Roadmap/Checklist

   

• 📌 Social Media Spreadsheet

   

• 📌 Brand Loyalty Template

   

Final Thoughts

Marketing isn’t about being everywhere. It’s about being strategic, consistent, and human.

Whether you’re running a one-person business or managing a small team, digital marketing is your opportunity to stand out, build trust, and grow steadily.

Start small. Stay consistent. Learn, unlearn, and relearn as platforms and tools evolve.

Your competitors are marketing. The question is — are you?