Low-Budget Marketing Tips From A Nigerian Marketing Expert

Learn how to grow your freelance business with what you already have.

Ibitoye Ayodeji, popularly known as “The Fixer,” is a digital marketing consultant and strategist. He owns Fixer Hub Ltd, a social media marketing agency that helps small businesses grow their online presence with paid ads, social media content and SEO.

In this conversation with us, he shares tips for freelancers who want to market their business on a low budget.

Let’s go back to the basics. How did you get into marketing?

For me, it was two things: I wanted money and I wanted more out of life, to do something impactful. I heard about digital marketing in 2016 from a friend. He was managing the online presence of some brands. I didn’t know how that worked, so I went to learn on YouTube.

My first gig was as a social media manager creating content and helping small businesses grow their online presence. I later transitioned to digital marketing when I realised I could help these businesses do more.

Would you advise brands to use multiple marketing channels or stick to specific ones?

If you asked me this two years ago, I’d have said stick to a specific channel that works for you. But marketing has changed, and sticking to specific channels doesn’t work anymore.

It is important to have a primary channel but think outside of it. Aim for presence across as many channels as you can. Exploring opens your content to new audiences, shareability and reach.

Are there overlooked marketing channels that freelancers with a low budget should explore?

I think TikTok is one channel that’s been overlooked. It is the best place for newcomers to grow their visibility especially if the marketing budget is small.

This is because TikTok has a unique algorithm, just about anybody can go viral on the platform — even a new account with zero followers. Of course, it is not easy as it sounds but being consistent on that platform definitely pays.

What’s the value of networking to a freelancer?

I’ve always held the opinion that networking is a two-way street — to get value, you’ve to give value. Think of ways you can make them appreciate what you bring to the table.

You also need to know what you want to achieve. Do you want to expand your network, build new relationships or gain visibility? No matter what your goals are, connect with people who share similar interests with you.

Do you believe that collaboration is a cost-effective marketing strategy?

Yes, collaboration is ideal and I encourage it. Working with others allows you to leverage their audiences without spending a lot of money. Plus, there are a lot of things to gain like new customers, increased engagement and brand awareness.

For a collaboration to be successful, remember to know what you want to get out of it and the impact you can make so that more opportunities will come. Another thing is to focus on working with people who would equally bring something to the table or whose content you resonate with.

How important is marketing to freelancers, and what are some practical and affordable marketing strategies that they can use when starting on a zero budget?

I use an 80/20 rule to grow my business — I give 80% value and do 20% marketing. You’ll have a better chance of selling yourself if you do good work. What do people know you for? Do people think of you when they want a service? People are more likely to pay attention if you are so good at what you do.

You also need to have a tribe. Naijabrandchick is a clear example that community building works. Building a community allows you to extend your values to the people who would rally around you, budget or no budget.

This interviewed has been edited for length and clarity.