Why most businesses fail at marketing and how to fix it

Sir: When entrepreneurs launch their businesses, they often assume that marketing is as simple as posting on social media, running a few ads, and waiting for the orders to roll in. However, weeks or months later, despite their best efforts, they find that their marketing strategies are not yielding the desired results. So, what goes wrong? And more importantly, how can businesses fix their marketing strategies to achieve success? The truth is that many startups fall into the trap of “spray and pray” marketing, where they boost posts randomly, jump on every trend, and hope that one sticks.

However, hope is not a strategy. To succeed, businesses need to have a clear plan and understanding of their target audience. Who exactly is your ideal customer? Where do they spend time online? What problem are you solving? By answering these questions, businesses can create targeted marketing strategies that speak directly to their ideal customers.



Another common mistake businesses make is focusing solely on what they sell, rather than why it matters. Nigerians connect with brands that feel real, not just transactional. By sharing their story and highlighting the problems they solve, businesses can create an emotional connection with their customers.

In addition, many businesses prioritise going viral over building a community. While virality can bring short-term gains, it is unsustainable. By engaging with their audience, responding to comments, and showing the human side of their brand, businesses can build a loyal community that will drive long-term success.

Trust is also a critical factor in marketing. Nigerians are skeptical, and businesses need to earn their trust. By sharing real customer testimonials, offering refunds or guarantees, and being transparent with pricing and policies, businesses can establish trust with their customers.

Finally, businesses need to be patient and consistent with their marketing strategies. Marketing takes time, and it’s essential to track what works, adjust what doesn’t and give it time. In conclusion, marketing is not magic, but when done right, it’s what makes or breaks a business.

By understanding their target audience, sharing their story, building a community, earning trust, and being patient, businesses can create effective marketing strategies that drive success. Olajumoke Abiodun is the chief executive officer of MarketEdge Advisory and can be reached via [email protected].