How Much Does Digital Marketing Cost in Nigeria in 2024?
Digital marketing costs in Nigeria can vary widely based on the scope of the campaign, the platforms used, the target audience, and the overall marketing objectives.
However, based on my 12 years experience as a digital agency owner, the most important factor boils down to the marketing budget of the company or organization.
Note, the costs presented below are basically rough estimates I would consider for a small business or organization looking to leverage the internet to acquire new customers or members from Nigeria. If you are targeting other countries, your digital marketing costs may vary greatly from what we have here.
E.g. Google Cost per click in United States for “web design agency” may be as high as $4-$5, whereas, you can get a quality visitor in Nigeria for as low as $0.2 – 0.30.
Here’s a detailed step-by-step breakdown of the potential costs involved in running digital marketing campaigns in Nigeria in 2024.
Market Research and Strategy Development
Before launching a digital marketing campaign, thorough market research is necessary to understand the target audience, competitors, and industry trends.
This stage also includes developing a marketing strategy and what technology to use for getting traffic, building your sales funnel, follow up process and conversion. Market research is the step that is most overlooked by businesses in Nigeria.
- Estimated Cost to hire a Consultant or Digital Agency for Market Research: ₦200,000 – ₦500,000
Website Development and Optimization
Creating and optimizing a website or landing page is crucial for digital marketing. This includes website design, SEO optimization, and mobile responsiveness. See a detailed breakdown of cost web design in Nigeria
- Web Design Estimated Cost:
- Basic Website (3-5 pages): ₦100,000 – ₦300,000
- Advanced Website (e-commerce, custom features): ₦500,000 – ₦1,500,000
- SEO Optimization: ₦150,000 – ₦400,000
Social Media Marketing (SMM)
Social media marketing involves creating and managing content on platforms like Facebook, Instagram, Tiktok, Twitter (X), LinkedIn, and more. The cost associated with this basically involves the monthly cost of hiring an in-house social media manager or a social media marketing agency and cost of ads.
- Estimated Cost of Social Media Marketing in Nigeria:
- Content Creation:
- Graphics/Video Production: ₦50,000 – ₦200,000 per month
- Copywriting: ₦20,000 – ₦100,000 per month
- Social Media Ads:
- Facebook/Instagram: ₦50,000 – ₦500,000 per month
- Twitter: ₦50,000 – ₦300,000 per month
- LinkedIn: ₦100,000 – ₦500,000 per month
- Social Media Management Fee: ₦100,000 – ₦300,000 per month
- Content Creation:
Search Engine Marketing (SEM)
SEM involves paid advertising on search engines like Youtube and Google (Google Ads) to increase visibility. Ad buying in Google and YouTube is usually in dollars as such a bit more expensive than other means of digital marketing (i.e. because of the current exchange rate in Nigeria).
Tip: Even if you already have a website, make sure you design a highly targeted and optimized landing page before you launch an ad buying campaign. Do not send people to your homepage because it’s usually built to inform and not optimized to convert visitors to customers..
- Estimated Search Engine Marketing Cost in Nigeria:
- Google Ads Budget: ₦300,000 – ₦1,000,000 per month
- Campaign Management Fee: 10-25% of campaign budget. Some agencies may charge additional fees for campaign management
Content Marketing
Content marketing includes the creation of blogs, articles, infographics, videos, and other forms of content that attract and engage customers.
- Estimated Cost of Content Marketing in Nigeria:
- Blog Writing: ₦10,000 – ₦50,000 per article depending on complexity
- Video Production: ₦100,000 – ₦500,000 per video. AI generated videos may be slightly cheaper.
- Infographics: ₦20,000 – ₦100,000 each
Email Marketing
Email marketing campaigns are used to nurture leads and keep customers engaged through newsletters, promotional emails, and drip campaigns.
- Estimated Email Marketing Cost in Nigeria:
- Email Software Subscription: ₦50,000 – ₦200,000 per year
- Campaign Setup and Management: ₦50,000 – ₦200,000 per month (this is paid to the in-house staff or digital agency you hire for this purpose)
Influencer Marketing
Collaborating with influencers to promote products or services on social media channels. This strategy usually gives the best organic reach and exposure.
Based on my experience, however, the down side is that the surge in visibility is usually not be sustainable long term.
Tip: This can be very effective if your product/service target audience is general or used by a very wide audience. If your product is highly technical with a narrow audience, use only influencers that are known within your industry. Even if they have just a few thousand followers, it will worth more to you to pay them like celebrity influencers.
- Estimated Influencer Marketing Cost in Nigeria:
- Micro-Influencers: ₦50,000 – ₦200,000 per post
- Mid-Tier Influencers: ₦200,000 – ₦1,000,000 per post
- Celebrity Influencers: ₦1,000,000 – ₦5,000,000+ per post
Pay-Per-Click (PPC) Advertising
PPC campaigns on various platforms, including Google, Bing, and social media, where advertisers pay each time an ad is clicked.
Tip: Like I advised earlier, when visitors click your advert, ensure they are redirected to a specially designed landing page for the campaign and not to your homepage. Also make sure you have a clear cut sales funnel and onboarding process.. Lastly, if you sell services, DO NOT expect cold audience to buy and pay for your service on first visit. It usually does not happen that way with online PPC advertising.
- Estimated Cost of Pay-Per-Click (PPC) Advertising in Nigeria
- Budget: ₦100,000 – ₦1,000,000 per month
- Management Fee: Usually 10-25% of advertising budget. Some agencies charge additional maintenance fee of ₦100,000 – ₦300,000 per month
Search Engine Optimization (SEO)
SEO is essential for enhancing a website’s visibility on search engines. The costs can vary based on the scope of services required, competition, and the website’s complexity.
Tip: In my opinion, this is the best marketing strategy if your company is a local service-based business. SEO offers the best long-term value for money. Invest in it and you will earn the benefits years after
SEO cost covers the following SEO Audit, Keyword Research, On-Page SEO Optimization, Technical SEO, Content Creation & Optimization, Link Building and Local SEO
- SEO Cost Estimate in Nigeria: ₦330,000 – ₦2,000,000/month
Analytics and Reporting
Regular tracking and reporting on the performance of digital marketing campaigns using tools like Google Analytics, social media insights, etc.
- Estimated Cost of Analytics Set up in Nigeria: ₦50,000 – ₦200,000 per month
Total Estimated Monthly Digital Marketing Cost
If you implement all outlined digital marketing strategies to your business, your monthly cost will most likely be;
- Low-End Estimate: ₦675,000 – ₦1,200,000
- High-End Estimate: ₦3,020,000 – ₦9,400,000
Summary of Digital Marketing Costs in Nigeria (2024)
| Digital Marketing Activity | Cost Range (₦) |
|---|---|
| Market Research & Strategy Development | ₦200,000 – ₦500,000 |
| Website Development & Optimization | ₦250,000 – ₦2,200,000 |
| Social Media Marketing (SMM) | ₦220,000 – ₦1,400,000 per month |
| Search Engine Marketing (SEM) | ₦400,000 – ₦1,300,000 per month |
| Content Marketing | ₦35,000 – ₦650,000 per item |
| Email Marketing | ₦100,000 – ₦400,000 per month |
| Influencer Marketing | ₦50,000 – ₦5,000,000 per post |
| Pay-Per-Click (PPC) Advertising | ₦200,000 – ₦1,300,000 per month |
| Analytics and Reporting | ₦50,000 – ₦200,000 per month |
Conclusion
Finally, It is usually not advisable to start out implementing all digital marketing strategies outlined above at once.
I would suggest you start with one or two marketing channels and increase as you go along. It’s better to master one channel excellently than to be mediocre in many. Like here at eBrand, our primary digital marketing focus is on SEO which is probably how you landed on this article.
The cost of digital marketing in Nigeria in 2024 can vary significantly depending on the scope, scale, and specific strategies employed.
Small businesses may opt for lower-budget options, while larger enterprises might invest in more comprehensive campaigns to achieve broader reach and impact. It’s essential to tailor your digital marketing budget to align with your business goals and target audience.
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Written by
Dr. Smart Okpi,
CEO eBrand Promotion
