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SOCIAL MEDIA MARKETING STRATEGY 2020: A detailed guide(+free template)



Social media marketing strategy

Nowadays, more brands and businesses are leveraging on social networks. Having a social media marketing strategy is a requisite for any brand that wishes to get more out of social media.

At the end of this post, you would be able to craft your own social media strategy, with the well laid out guidelines listed and free social media strategy template.

More than 1 billion people are active on Facebook, more than 100 million people are using Instagram every month. Most young people and prospective customers spend a large chunk of their time online.

However, it’s not enough to build a presence on social media platforms, the key ingredient necessary for doing social marketing properly is a strategy.

So, a well laid out strategy helps you upscale and take your brand to the next level.

In this post, we’ll be taking a deeper look into what a social media marketing strategy is. Also, how to develop a social media marketing strategy and why it is important you set social media goals.

But, first, we will have to take a quick look at its definition

Social media marketing strategy definition

A social media marketing strategy is usually referred to as a written document that maps out how your brand or company plans to use different social networks.

Developing a social media strategy is very important because the digital world is evolving every day and you need to plan, review the plans from time to time to keep up with trends.

Developing a social media strategy helps a personal or corporate brand in gaining clarity on priorities.

Following and drafting a social media strategy is the big difference between brands that drive results from social media and those that don’t.

How to set social media marketing strategy goals?

Think about what you really want to achieve from social media.

The most common social media goals include: gaining more followers, generating more leads, increasing revenue, enhancing brand perception, and gaining awareness

Setting goals helps in developing a clear and concise strategy, it acts as a roadmap for all activities.

To set social media goals, ensure your goals are:

1. Strategic

2. Measurable.

3. Attainable

4. Relevant

5. Timely

The above-listed points will help you in setting clear goals.

Always ensure to make the goals actionable and result-driven e.g: Gain 500 more followers in a month, by consistently creating content 5x a day.

Why you need to know your audience for an effective social media marketing strategy

Identifying your audience is a key ingredient in crafting a social media strategy.

You need to know the people you’re trying to reach with your content. Understanding their challenges, pain points, strengths will help in creating personalized messages.

Another key thing to note is that you have to speak your audience language.
e.g: It is advisable to use simple words for a demographic of a younger age.

How to craft a buyer persona?

Previously, we talked about knowing your audience, the only way to know your audience, is to craft a BUYER PERSONA.

A buyer persona is a semi-fictitious profile that represents your ideal customers based on what you must have researched or observed.

This research could come from observation, social media, and some other factors.

Your buyer persona should highlight these key things: Age range, profession, educational level, preferences, personal goals, etc

Read Also: SOCIAL MARKETING: The Basic Guide With Practical Examples

What kind of content should you put out on social media?

Now that you have successfully identified your buyer personas, from your findings you will be able to tell what they love, and what they need answers too.

You can now use this observation to create content they will love to see and share.

However, people love learning, so it is imperative to note that your content must provide value, answer their questions, and spur their interest.

Understanding your audience helps you know the best type of content to put out – audios, videos, or carousels.

Audios are best for a busy audience, videos are best used if you want to sell an emotion or tell a story.
After deciding the type of content, it is time to determine the right channels to put to use.

Choosing the right channels for your target audience.

Do an audit for your demographic. Find out where they spend time most online, what time of the day they’re onlin. Then, use this information to choose a social media platform to leverage on.

A good way to start though is to ask yourself these questions:

1. Is my audience using this platform?
2. How much time do they spend here?
3. What kind of content do they engage with most?

Next, let’s take a look at key important things to note as regards the top social networks


Facebook is the 2nd largest social network. It consists of 68% of adults, while the remaining percentage consists of the younger demographic

Read more: Best Facebook Marketing Guide to Scale any Business (+ Free Tips)


For twitter, less is more. It consists of 24% of adults, where women are the dominating gender. It requires more time investment.


Linkedin is a platform for professionals. It consists more of the older demographic, and mostly recruiters. It is ultimately business-focused.


This is a visual social media network, so content needs to appeal to the eyes more. It consists more of the younger generation.

All platforms have the best strategies that work for them, target the right people, and make it work for you.

Create a social media calendar

Sharing great content is important, but it is also important to plan out when you’ll share the content to get the maximum impact.

Your calendar needs to account for the time you spend interacting with the audience.

1. The time of the day to post
2. Number of times to post

Lastly, evaluate and adjust your strategy.

As you start to implement your plans and track your results, you will need to evaluate what works and what doesn’t from time to time.

Social media strategy free template

Now that you know what to include in your social media strategy, its time to put it down into writing. Download this free strategy template to quickly help and easily plan your own strategy.

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Jumia Affiliate Program: How to Start Guide (Updated!)



Jumia Affiliate

People purchase varieties of products from Jumia almost every day of the week. And to a large extent, these purchases are made through Jumia agents or affiliates. But do you know that these affiliates or agents earn after you make any purchase, yet they spend nothing? Do you also know you can have the exact knowledge those affiliates have and even get into the same service they are in? Well, come with me as I show you what Jumia affiliate program is all about, how it works, its registration procedure, and how to earn from it.

What is Jumia Affiliate?

Let’s start with the two keywords here; Jumia and Affiliate Marketing.

Jumia is an online market place in Africa that deals with a variety of products i.e electronics devices, fashion wears, etc. As a company, it facilitates the purchase and delivery of products from dealers to consumers. The company started in 2012 in Lagos and has about 50000 companies partnering with it across many countries in Africa.

Affiliate Marketing means the promotion of goods and services belonging to a dealer in return for a  commission. Also, a person that’s into Affiliate Marketing is called an affiliate or publisher. You can obtain further knowledge from the best affiliate marketing guide to earn from.

Jumia Affiliate Program is a ‘pay per sale” program that rewards affiliates for referring products offered by the company to customers and influencing them to make purchases. Furthermore, when a customer purchases a product within the space of 30 days after visiting the affiliate’s link, Jumia pays the affiliate a percentage of the sold product as commission.

Jumia Affiliate Program has proven to be the best ever in Nigeria. Affiliates of Jumia have confirmed that it pays best, compared to others. Affiliates of Jumia receive up to 11% commission from each sale made through their link.

How does Jumia Affiliate Program Work?

Just like every other affiliate program, the Jumia Affiliate program provides affiliate links to its affiliates with which they promote available products to their audience online. If any customer makes any purchase through the link (within 30 days of visiting the link), Jumia pays the affiliate a commission, about 9% for each sale.
Jumia tracks all the sales made through an affiliate link with the aid of a tracking code.
Well, the link that you get from Jumia has a tracking code in it. Once the link is clicked, it registers on Jumia’s server and at the same time, a cookie (with a 30-day lifespan) is stored on the customer’s device. When the customer buys any product within 30 days of clicking the link, the purchase will be credited to you.

Jumia has a minimum monthly payout amount of 5000 naira it pays its affiliates. Also, if an affiliate’s earnings sum up to the minimum payout amount in a month, Jumia pays him. But, if it’s below the minimum payout amount, Jumia will roll it over to the next month and pays the affiliate when his cumulative earnings sum up to the minimum payout.
Affiliates of Jumia attract customers’ attention by sharing their affiliate links using their social media accounts i.e Twitter, Instagram, Facebook, or Google+ and blog sites. The affiliate links are connected to the Jumia site:

How do I become an Affiliate?

To join the Jumia Affiliate Program, use the link, and follow the registration procedure. Jumia reviews all applications and admits successful ones into the program. If yours is accepted, they will contact you immediately with a confirmation e-mail.

Having done that, you can log in to your Affiliate site, choose products in your niche, and start promoting them using your blog sites or social media accounts.

How to Get the Jumia Affiliate Link?

To obtain the Jumia affiliate link; here is an attached video clip to guide you on the process:

How to Promote Jumia Affiliate link on Facebook:

There are billions of Facebook users all over the world. Because of this, there are lots of grounds for affiliates to utilize it for promotion. Due to many channels of promotion using Facebook, it has an advantage over other social media platforms. Jumia Affiliates who use Facebook can engage their profiles, pages, groups, direct messages, and advertisements to promote goods and services.

With that said, let’s consider the following ways of promoting the Jumia Affiliate link on Facebook

Facebook profile:

You should have a complete Facebook profile. In your profile, that’s where you can express and describe yourself well and what you do as a Jumia Affiliate. This will help promote your brand and foster your relationship with your target customers. With this, you can large followers.

With your Facebook profile, you can write posts about products and attach your affiliate link to them. Clicks on the post will direct people to Jumia Site.

Facebook Pages:

Facebook pages are platforms for individuals, business owners, corporate owners, etc. They create presence and associate for personal satisfaction, business, and professional growth. Due to their volume of followers, they are usually more active, compared to Facebook profiles. As an affiliate, you can create a Facebook page where you make the public know the products you are promoting. You can also join other Facebook pages where followers market their brands on comment sections after a specific post by the page owners.

If you have a Facebook page, focus on a topic, and promote products that relate to that topic.

Facebook Groups

Facebook groups are another effective platform to promote your Jumia affiliate link. Moreover, they allow many people to share information relating to some areas of interest. You can create a group to share critical information concerning some areas of interest. Consequently, you can promote products that interest the group members using your Jumia affiliate links in the group. The quality of content you share in the group will influence its growth.

Also, you can belong to others and still promote products that interest group members. However, since lots of affiliates post their links in groups, you may lack recognition. Thus, lias with the group admin to keep your post (with affiliate links) pinned. This will keep the post visible to all the group members.

Facebook Ads:

People can run Facebook ads on Facebook. To run ads, you need a Facebook page. To run Facebook ads, you must understand Facebook policies regarding ads. Click on Ads redirects to another site, hence the Facebook reviews site before granting them ads permission. Facebook bans suspicious sites and spammy links.

To run ads effectively, you must understand advertising and marketing techniques. The use of catchy headlines and informative images is very significant. Additionally, ads cost money, hence you should start with a small budget. Gradually, you will learn what works better for you with ads.

Also Read: Amazon Affiliate Marketing

Benefits as a Jumia Affiliate

A list of things you will benefit as an affiliate was best compiled by The Total Entrepreneurs which I have outlined below:

Latest design in banners

Professional team always ready to assist you

A product feed with more than 50,000 products

The possibility to publish everywhere: Website, Blog, Facebook, Google+, Twitter or even in a message/mail to a friend you know that have need of a particular product that Jumia sell.

Premium commission for premium publishers.

Bank transfer as way of payment (i.e. your commission will be sent to you directly into your Nigeria bank account)

Jumia Affiliate Commission Rates

While you may be pumped about getting to work already, you should first get acquainted with how the commission rates are with Jumia Affiliates. Why this is pretty important is to ensure you fully know what you are getting into.

However, commission rates shouldn’t be a basis for picking a niche or the product you would wish to promote. A trip to our post on Affiliate Marketing for Beginners should give you all you need to make informed decisions concerning niches and products.

Listed below are some niches on Jumia and their commission rates.

NichesCommission Rates
Automotive and motorcycles  6%
Books and stationary10%
Cameras and accessories  6%
Computing  5%
Default  4%
Games and consoles  4%
TVs, audio, and video  5%
Sports and fitness  10%
Kids and babies  7%
Home and living7%
Health and beauty  10%
Mobiles and tablets5%

How to check the money you’ve earned on Jumia

Often times, Affiliates want access to this section, particularly newbies. While most of them drive motivations from it others use it as an indicator to either dropout or forge ahead.

Either ways, for Jumia, it’s pretty easy to get this information on their platform.

These steps listed below would get the information in front of your screen within seconds.

First, log in to your Jumia Affiliate dashboard

Secondly, choose your country and then a report of your progress for the day, week, and month will come up on your screen

How to Generate Jumia Affiliate Links

Diving into the Affiliate marketing industry in general would be a total waste without a prior knowledge on how affiliate links are generated.

So, at this junction let’s go through how links are generated on Jumia.

  • First off you would need to get the link of the product you wish to promote on the Jumia Official website. For instance, if you wish to promote the iPhone 11 pro max, your first step would be to search for the product on the Jumia website and copy the link.
  • Next, you need to add your Jumia affiliate ID to the link you copied. Just to be sure, An affiliate ID is a string of characters, mostly numbers, generated to track sales from you. So, generally, this means that if you promote a product with just the link, you will not be paid commissions for that sale. However, to get this ID, follow these instructions below:
  • 1. Log in to your affiliate dashboard on Jumia
  • 2. Click on Tools from the vertical menu and then on Link builder.
  • 3. Then, select the country whose product you want to promote.
  • 4. Paste the link you copied from the first step into the blank field tagged
  • 5. Finally, copy the new link generated in Final URL field for promotion on your blog or social media.

Now all that’s left after generation if these links is promotion. But just incase you need help with that, reach out on the comment section below.

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Marketing Management: All You Need to Know



Marketing Management

The major goals of every business enterprise are to provide reliable products that satisfy the desires of its customers and, thereby, generating high profits. However, you must understand the place of Marketing Management as a key managerial function in achieving these major organizational goals. In this article, I will walk you through the scope, objectives, features, and functions of Marketing Management. Knowing these, as a business owner, you’ll need to set up a Marketing Management department for your enterprise.

Marketing Management:

Marketing management is the process of decision making, planning, and controlling the marketing aspect of a business enterprise. The study of marketing management leads to a better evaluation of marketing activity in terms of its performance in meeting consumer needs. This process of marketing management takes place within the marketing system, which involves the manufacturing, wholesaling, and retailing sectors. That is, marketing management can be done in each of these sectors.
Furthermore, marketing management deals with organizing and implementing marketing programs, policies, strategies, and tactics to create and satisfy the demand for the company’s customers. By so doing, they generate growing profits in a competitive market as they attract customers consistently to their products.

Scope of Marketing Management:

Having understood the concept of marketing management, let’s consider the depth it covers.

  • Marketing Research:

This has to do with discovering what your prospective customers want. Marketing management analyses customers’ reactions to product quality, pricing, promotion, and channels of sales/distribution. Moreover, it considers the marketing strategies of other competitive businesses in the same economy while developing its own.

  • Determination of Objectives:

This is another scope of Marketing Management that involves setting marketing goals and objectives. The objectives cover new product production, old product improvement, attracting and retaining customers, etc.

  • Planning and Control of Marketing Activities:

This involves setting and following organized procedures to meet marketing objectives. Hence, marketing management takes care of planning for marketing strategies, product diversification, advertisement, promotional activities, etc. which are parts of marketing activities.
Also, Marketing Management monitors all marketing activities. This scope of marketing evaluates the success of marketing plans and execution.

  • Product Planning and Development:

As the business progresses, there arises the need for new product manufacturing, as well as old product improvement and diversification, hence, the need for Marketing management. It also decides the product quantity to a target market at a given time.

  • Pricing of Product:

The market value of products is an essential scope. The price is a function of the following: production cost, distribution of products, trending price in the market, customers’ perception of the products, and their willingness to make purchases.

Read Also: Penetration Pricing Policy

  • Promotion:

Marketing management controls the means of providing necessary information about products to the customers. Furthermore, it secures new customers and retains existing ones by informing them about product improvement and new product emergence. Marketing Management develops strategies, as well as employs good tools, for sales promotion.

  • Distribution:

Distribution means engaging reliable channels to make products available to the customers and at the right time. Marketing management chooses the channels for distributing products, which depend on the production cost and nature of products.

The Objective of Marketing Management:

  • Creation of Demand:

Marketing managers find out the desires of the customers and provide them with the products to satisfy them. With these products available to the customers, their demand for the products increases.

  • Customer Satisfaction:

The satisfaction of customers’ needs is more important to the marketing managers than selling the goods. Consequently, customer desires influence the products made available to them.

  • Increase in Market Share:

The Market Share of a business firm is simply the ratio of its sales to the overall sales made in a specific market. All business owners want to increase the market share of their business. Due to this, Marketing managers bear the responsibility of maximizing the business’s market shares. To achieve this, they engage innovative ideas in production, packaging, advertisement, promotion, and distribution of products.

  • Generation of Profits:

A business enterprise loses its worth and essence when it doesn’t make profits from its sales. For this reason, the Marketing Management department plays a vital role in sales, so that the business can make high profits and maintain its growth.

  • Creation of Good Repute:

The people’s perception of a business enterprise concerns the marketing managers. Hence, by providing want-satisfying products to the people, marketing managers positively influence their perception of the enterprise.

  • Creating Customers:

Every thriving business has target customers, whom they satisfy with their products. Moreover, the business creates more customers by providing them with new products according to their tastes. For this reason, the marketing management department explores and discovers the needs of customers and ensure they get them.

Marketing Management Functions:

  • Planning Marketing Activities:

Marketing management develops effective strategies that cover the processes of all marketing activities. It plans and coordinates the processes of product manufacturing/improvement, pricing, distribution, etc. of an enterprise.

  • Market Assessment for Opportunities:

Market conditions change with time, and often present challenges and opportunities for growing businesses to identify and harness. Through its frequent market assessment, the department looks out for those opportunities and draws plans to leverage them.

  • Organizing Personnel Involved in Marketing:

In line with the marketing goals of an organization, marketing management monitors the duties of people involved in marketing processes. It ensures that the right persons handle their respective duties.

  • Directing and Motivating Employees:

The employees in an enterprise need directives from their superiors to accurately perform their duties. Hence, good leadership skill is a necessity for marketing goal achievements. Additionally, good leadership consistently motivates and encourages employees to commit more to better service for enterprises’ goodness. Good managers understand business ethics and, hence, treat their subordinates well.

  • Evaluating and Controlling Marketing Efforts:

Marketing Management occasionally evaluates the performance/effectiveness of efforts put into sales/promotional processes. When it identifies problems. It solves it and implements better goal-achieving techniques.

Features of Marketing Management:

  • Focus on customer needs:

Study and understand what the needs of the consumer are, this knowledge will influence other product-related activities, for instance, product designing, pricing, etc.

  • Providing consumer satisfaction:

Design the appropriate product for consumer satisfaction. Organizations grow as they satisfy the need of customers.

  • Integrated marketing management:

This involves joining all the managerial functions in an organization together, in other to provide customer satisfaction.

  • Achieving Organizational Goals:

Organizational goals involve growth, increasing market share, high profit, or Return On Investment (ROI). Thus, by satisfying the needs of the consumers, they achieve these goals.

  • Innovation:

Innovation in marketing concepts has to do with exploring and engaging new and unusual methods in other to understand the consumers. It is also useful in designing appropriate products for the consumers’ needs.

READ ALSO: Marketing Mix

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MARKETING DEPARTMENT: Overview, structure, roles, expectations (+free tips)



roles of the marketing department

It is very important for every organization to keep a strong marketing department intact, these people are often responsible for brand visibility and an increase in sales output.

Within the marketing department, there are many roles, duties, and expectations that support the promotion of a company to boost its sales.

This article will give you a detailed explanation of why you need a strong marketing team and the roles of these people.


A marketing department is responsible for promoting a business and driving more sales of company products or services.

They oversee the research necessary to identify target customers and other audiences.

A company without these marketers is inconceivable. All companies are aware that they need certain people to go message their prospects or clients, and this can only be done effectively through a marketing department.

In addition, they are also charged with the responsibility of handling customers in order to find out what their needs are.

Therefore, every company must look into investing time in hiring the best skill set in the marketing department.

Read Also: Marketing Management: All You Need to Know

Marketing Departments Structure:

The structure of the marketing department can differ according to the company.

Above all, a structure helps marketing employees and other employees in a company understand what the roles of each person in a market department are. Let’s take a look at the top 4:

Vice President

This is the person in charge of the entire process of marketing.

This person is involved in planning and creating a marketing strategy for a company.

Marketing Director

He/ She is responsible for carrying out the marketing strategy that has been put in place by the vice president.

This includes choosing mediums to advertise and sharing marketing messages.

Public Relations

They handle the non paid forms of advertising that the company uses to promote the business.


These are the graphic designers, web designers that assist in showcasing the company image and brand to the public.

Roles of the marketing department:

The roles of the marketing department cannot be understated. There are certain roles these marketers are hired to perform. Let’s take a look at some of them below:

1. Understand your brand’s target and competitors:

To have a deep level of understanding of a company’s market, the team should be able to conduct structured and systematic research in the market.

Firms that do proper research on their markets grow faster and increase profitability because this research enables a company to make better decisions instead of working on hunches and wishful thinking.

2. Drive growth and profitability

After proper research of your target market, a marketing team should develop a strategy that will drive a company’s growth. It might require certain adjustments in the services you offer.

3. Track results

Finally, it is important marketers track their results from time to time. Tracking results help a company maintain focus and avoid losing sight of its progress.

In addition, result tracking has helped a lot of companies identify the working strategies and the ones that need to be tweaked.

Read Also: MARKETING CONSULTANT: All You Need to Start (+ Free Tips)


What do you expect from your marketing team?

Whether you’re working with an in-house or outsourced team, you should expect a thing or two from them:

1. A team that shows its marketing impact on business metrics
2. A team that is continuously committed to the company’s’ progress.
3. A team of listeners, that are always gathering intelligence about competition, consumer behavior, industry and market place dynamics.

Marketing department equipment

In order to successfully carry out a marketing campaign, they will require certain tools to help facilitate their work

1. Advertising tools

The creative team will help create campaigns, events as well as promotional materials.

This is used to promote the product, services, in order to create awareness and convert prospects into clients.

2. Media monitoring tools

These are tools that are used to scan the web and inform you of how well your online campaign is going. These tools scan for blogs, and social media sites

3. Automation tools

These tools help the team thereby saving a lot of time. Marketers can save a lot of time by leveraging on technology to handle things like sending emails and so on.

There are hundreds of tools for the marketing department.

However, the above listed are the top equipment every marketing department should work with.

Hire the best marketing team today!

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