How to Use Demand Generation to Build a Successful Early-Stage Tech Startup in Nigeria

Every lead counts, albeit to varying degrees. Demand generation is an efficient way to make the most out of leads and to make leads out of an audience. Here are a few ways to build a demand generation funnel.

1. Optimize for search

The key to making content work for you is prioritizing quality and quantity. Identify the channels where your target audience is most active and develop a comprehensive strategy around it. Your strategy could include getting listed on relevant industry directories to expand your reach and discoverability. Include your company and product names throughout your content to build your search rankings.

2. Build your email list

Building an email list is invaluable in B2B marketing. But to gain something, you need to give something of value. Offer helpful lead magnets like an ebook or guide in exchange for emails. Nurture these leads, qualify, and segment them accordingly.

Focus your efforts on the 1-2 most relevant platforms for your specific buyer personas. Post a consistent mix of content, answers, and promotion.

Focus your efforts on the 1-2 most relevant platforms for your specific buyer personas. For example:

For a Nigerian B2B SaaS targeting tech startups, focus on LinkedIn and Twitter. Post a mix of:

Case studies and testimonials from clients
Answers to questions about your product
Tips and guides related to the problems you solve
Announcements about new features and product updates

Post regularly - at least 2-3 times per week on each channel. LinkedIn allows longer form content while tweets should be snappy (280 characters or less). Use hashtags and reply to relevant discussions to build visibility within the Nigerian tech community.

Engage with relevant accounts - like those of VC firms, accelerators, incubators, co-working spaces, and industry groups. Like and comment on their posts to increase the chances of them checking out your content.

Once you start to build a following, promote discounts, free trials, and webinars at the end of helpful posts - but only after providing genuine value first.

For a B2C app, focus your energy on:

Instagram - post photos and short videos showing how your app works
Snapchat - run contests and promotions within your Snapchat story
WhatsApp - create a public WhatsApp group to share updates and answer questions

The key is choosing where your buyers already are and creating a consistent presence that matches the tone of those platforms.

4. Create valuable content

Create content for your audience, and distribute it strategically. Planned content distribution is just as important as the quality of content produced. To help build thought leadership and generate backlinks, pitch guest posts to tech blogs like TechCrunch, Founders' Corner, Technext, Techcabal, Techpoint Africa, and Naija Tech Guide.

Of course, you shouldn't limit your content strategy to just written content. Explore webinars on relevant topics, like "The Future of Funding in Nigeria". This shows prospects you're an expert worth paying attention to. Sprinkle in some humor to make your content memorable.

Measure and optimize

Tracking helps to speed up progress. When you have data on your activities, you can easily spot what works and what doesn't. Track key metrics like website traffic, leads generated, acquisition channels, and revenue numbers. Analyze what's working and double down with precision.

In Closing

By focusing your energy and resources on continuously generating demand from qualified prospects, you'll set the foundation for a thriving early-stage Nigerian tech startup. But remember, demand generation is an ongoing process that must evolve along with your product and business model.