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Verses From Edith






Monday, July 6, 2015

We are living in a dynamic world where speed is of essence and transformation is the key to success. Over the past few years of my entrepreneurial journey, I just can’t but notice that digitalization is sweeping across every aspect of our daily lives in all possible ways leading to a rapid growth the digital economy across the world.

The digital age has created a necessity for companies and entrepreneurs to have a solid digital presence and to (constantly) keep up to date with the newest digital technology. It’s no longer just about what you create, but who you are, how you got there, how you feel about it all, and what tools you use to spread the word. 

The opening up of the telecom market and the blossoming of broadband have further paved the way for a flourishing digital economy. According to the Nigerian Communication Commission, Nigeria currently has over 83 million internet users with 145.4 million active telephone lines while the country’s teledensity currently stands at 103.9 per cent. Internet penetration is also estimated at 50-60 percent as ICT grows at an annual rate of 35 percent. These make information dissemination and access as well as transactions easy for business owners.

I have in this content, made an attempt on the benefits of going digital for the aspiring and emerging entrepreneurs, the SMEs and MSMEs.

Reach: One major advantage associated with going digital is to be able to reach out to new clients in new and meaningful ways and on different geographical circumstances, whether it is in your own region where you have established your company or at the national or global level. It also allows you to minimise the cost of investing in distribution channels. Nowadays, you do not necessarily need to have a physical store or find distributors to start a business.

Level Playing Field: Any business can compete with any competitor regardless of size with a solid digital marketing strategy.  Traditionally a smaller retailer would struggle to match the finesse of the fixtures and fittings of its larger competitors.  Online, a crisp well thought out site with a smooth customer journey and fantastic service is king – not size. Aspiring and emerging entrepreneurs can now start their own business, because they do not have to have all the capacities related to the traditional way of doing business. 

Branding: An entrepreneur's online presence should be a healthy mix of personal and professional. Properly branding yourself on social media is especially important for establishing and maintaining relevancy among your target consumers. The fact is that If you don't brand via social, millennials and Gen Xers not only won't pay attention, but can consider you irrelevant as we live in a world where the lines between our personal and professional lives are blurred. 

We're connected to colleagues on Facebook. We have clients following us on twitter and peers adding us to LinkedIn. It's okay to mix personal and professional on the digital media space because people want to know the real you. It makes them feel closer to you and that makes it easier for you to establish trust, connection and an authentic relationship.

Competitive Edge: As entrepreneurs, we have to either adopt--or adapt to--new methods of advertising to reach potential clients and customers. With so many of them connected to the internet with their mobile phones and/or laptop computers, it's no wonder that digital media advertising (DMA) is the new hot button for any seasoned or newbie entrepreneur.

Now potential customers can be reached 24 hours a day on many different devices all connected at once, and any customer can find your services through your digital portfolio, ringtone or podcast, or an online video tutorial. Beyond the internet, these media find their way to any medium that will support them.

Reduced Cost: Your business can develop its online marketing strategy for very little cost and can potentially replace costly advertising channels such as Yellow Pages, television, radio and magazine. 

Real Time Measurement: Unlike traditional methods you can see in real time what is or is not working for your business online and you can adapt very quickly to improve your results.  For measuring traffic to your site you can use Google Analytics to measure specific goals you want to achieve for your website or blog and most packaged email marketing solutions provide good insight into how many people are opening, reading and converting from your emails.

Basically anything that you capture in your customer journey can be reported on and honed for greater success at the fraction of the cost of traditional marketing.  

Virility: How often do your sales flyers get passed around instantly by your customers and prospects?  Online, using social media share buttons on your website, email and social media channels enables your message to be shared incredibly quickly, just look how effective it is for sharing breaking news.  If you consider the average facebook user has 190 friends of which an average of 12% see their liked posts – your one message has actually been seen by 15 new prospects, now imagine a number of them also like and share your message and their friends do the same?  Mind blowing isn’t it.  However a word of caution, bad news can travel much quicker so make sure you have a risk management strategy to tackle negative press as soon as it is circulated.

Digital Tools:  You now have the ability to make extensive use of free online tools without losing your brand’s identity and there’s still no substitute to having your own website as your professional business card while you can now use digital tools to advertise to your target market and discover new markets.

The social media and other digital platforms have from inception and in the recent times provided opportunities for smaller businesses to advertise to, and interact with, their customers for free, moving away from the traditional and more expensive mediums.

Enhanced Opportunities: The digital space has a way of helping you keep a watch out on the market and discover new trends and new ideas that can take you to greater heights and open greater opportunities you never knew existed. Networking and building relations over the net has become so easy and accepted by many of us. Of course a face to face meeting is always the best – but there is not an either/or but a both/and.

The next question that needs to be answered now is to find out what it takes to succeed as an entrepreneur in the digital age. I believe great digital entrepreneurship is born from the composite of the following:

Passion: you must have intense enthusiasm (either for a product, an idea … or yourself).
Gumption: you must be willing to fight the great fight for what you believe in.

Motivation: If you aren’t willing to push yourself forward (especially through the hardest and darkest of days) entrepreneurship probably isn’t for you.
A solid team: this could be anyone: your collaborators; a society of friends you meet with regularly; it could be your mum and a best friend. Whoever it is, you’re going to get a lot of rejection and it’s important to have a solid team to support you when you crumble. People will remind you why you’ve chosen this path and why what you’re doing matters.

Utilisation of resources: People! People are your greatest asset. They will open doors you never knew existed and introduce people you never in a million years dreamt you’d meet. Don’t know any people? Meet some! (I’ve listed some digital networks below to help you get started) Ask as many questions as possible and LISTEN carefully. It’s always the people you least expect who end up changing your life.
Keeping a clear head: You should be making decisions with your brain (then fighting with your heart and gut).

Digitally document your successes: I hate to be the bearer of bad news but no one else will do this for you. And if you don’t write it down, or take a picture of it, no-one will know! And what good will that do? The stronger you can make your online presence, well … the stronger your global presence & the more work you’re likely to get.

Routine: a good routine is a GODSEND on rough days & will help you cut the procrastination down by a heap.


  1. Really informative post and almost all your post are east to understand and helpful .

    Digital marketing company

  2. Thank you Goud for the commendation. You are appreciated.

  3. Yes, I agree with you that entrepreneurs should go digital. You broke the benefits down perfectly. There are now more opportunities for entrepreneurs to succeed. All we need to do is to embrace these opportunities. Thanks for sharing!


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