5 Must-Read Marketing Books for Business Owners in Nigeria 2020

According to Vanguard Newspaper, about 80 percent of businesses in Nigeria fail within the first five years of their existence. There are a lot of factors responsible for this, but the prominent one is the Nigerian factor.

Running a successful business is hard everywhere around the globe, but harder if your host country is the giant of Africa – Nigeria. Like the giant that the country is, the challenges you have to face as a small business in Nigeria is massive.

There is no constant power supply, basic infrastructure is almost non-existent, corruption is at an all-time high which is largely responsible for unfriendly government policies (ask Gokada, Opay, Maxng and the rest).

However, in the midst of all these, there are stories of successful businessmen and women out of this same Nigeria. The richest black man on earth, for instance, is Nigerian businessman, Aliko Dangote. And he is just one of several others succeeding in Nigeria against all odds. The question now is how are they doing it?

The Place of Marketing

If there is any part of your business that deserves the most attention, it is marketing. Marketing ensures the money keeps coming in.

Forbes Contributor, Denise Lee Yohn has this to say on the importance of Marketing in this dispensation:

Marketing as it was originally intended, in its fullest, truest, and greatest form, is more important today than ever before.  The world is awash in innovative products, services, technologies, solutions, business models, etc. today.  These new offerings must be brought to market and commercialized in order to generate revenue and profit.

Denise Lee Yohn

So, whether you’re just starting out or you’ve been running your business for years, it’s important you have a proper marketing strategy. Especially if you’re operating from Nigeria where there is stiff competition and the people are highly diversified.

If there is any part of your business that deserves the most attention, it is marketing. Marketing ensures the money keeps coming in.

Experts.ng

So, how do you come up with the best marketing strategy to sell to Nigerians?

If you have to go at it on your own, it may be quite challenging. You would have to start running tests and experiments, doing trial by error.

Guess what?! You don’t have to do all that. We have compiled a list of 5 marketing books for small business owners in Nigeria. These books would help you come up with the best marketing strategy to sell in the Nigerian market.

Before you get to the list though, you need to understand that books are very powerful. Reading a book is like tapping from the knowledge of the author (and the several other authors referenced in the book)

These books are written by men who understand and have experience in Marketing, business development. One of them knows the Nigerian market way too well.

So, here are the 5 must-read marketing books for entrepreneurs in Nigeria.

1. Crushing It: How Great Entrepreneurs Build Their Business and Influence and How You Can, Too by Gary Vaynerchuk

Is this your first time of hearing of Gary Vaynerchuk? If yes, best believe it won’t be the last time. Not that you know him, you’re going to be seeing him a lot these days. That’s how well he has positioned himself on social media (a skill you also need).

This book will teach you how to define your brand and use it to attract the attention of customers. It’s a very practical book and can be easily understood by anyone.

Who is Gary Vaynerchuk?

Gary is a Belarus-American entrepreneur, New York Times best selling author, internet personality and public speaker.

He is famous for turning around the fortune of his family liquor store to a $60 million business.

2. Permission Marketing: Turning Strangers into Friends and Friends into Customers by Seth Godin

Published in 1999, this is one of the books that changed marketing to how we know it today.

If you’re looking for some book with different research and theories of marketing, Permission Marketing may not be ideal for you. However, if you are looking to have practical and doable tips to improve your marketing, then check out this book.

As the founder of Yoyodyne, Seth had discovered how powerful the internet was in connecting businesses and their customers in ways that are impossible on traditional media.

Also, he discovered that the most effective marketing campaigns were there ones that first got permissions from the consumers. The type of marketing that was personal, anticipated and relevant. Permission Marketing was born.

Who is Seth Godin?

Seth Godin is an American teacher, entrepreneur and best-selling author. So far, he has written 19 best-selling books including Purple Cow, What to do When It’s Your Turn, The Dip, Tribes, Linchpin, This is Marketing among others.

Also, Seth is the founder of two companies including Yoyodyne (now acquired by Yahoo!) and Squidoo.

3. Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You by John Hall

Of course, you have competitors and that’s fine. But is your brand top of mind everytime someone thinks of your product?

For instance, it’s really to think of smartphones today without thinking of iPhone. iPhone is top of mind, are you?

This book teaches how to be top of your target audience’s minds using content strategy, branding and relationship building.

You would learn how to build an authentic and meaningful relationship with your customers. Think about it – you tend to remember people you are in a relationship with right?

Who is John Hall?

John Hall is the president and co-founder of time management and co-scheduling app, Calendar.

4. Buyology: Truth and Lies About Why We Buy by Martin Lindstrom

From the wordplay in the title, you can bet your mind is about to be blown by this book. The book explores the process customers go through before making buying decisions.

To arrive at his submissions in this book, Martin conducted a three-year neuro-marketing study of 2000 volunteers as they to ads, brands, commercials, logos and products.

Among others, you’d learn from this book the important role of superstitions, rituals, religions and senses in selling and branding.

Who is Martin Lindstrom?

Martin Lindstrom is the Chairman and founder of a culture and business transformation company, Lindstrom Company. He was once named by TIME Magazine as one of the 100 most influential people in the world.

Martin is the author of 7 New York Times best-selling titles including Brand Sense, Big Data among others.

5. Small Business, Big Money: How to Start, Grow, and Turn Your Small Business by Akin Alabi

In the book synopsis, Akin Alabi asked for just “3 hours and I will show you how to start, grow and turn your small business into your personal ATM…” You don’t get that kind of promise from someone who doesn’t know what he is saying. And did he fulfil his promise? You only need 3 hours (and 3k) to find out.

Who is Akin Alabi?

Oloye Akin Alabi is currently a member of Nigerian Federal House of Representative, representing Egbeda/Ona Ara Federal Constituency in Oyo state. Well, call that his side hustle.

Look around, you’d find that one business that has taken over the streets is Sports betting. And guess who pioneered sports betting in Nigeria. That’s right, Akin Alabi’s Nairabet was the first sports betting company in Nigeria. Akin literally started an industry in Nigeria. He sure understands the Nigerian market.

Conclusion

There you have the five books you need to read to get your marketing right as a business owner in Nigeria. Of course, there are several other books you will need to read but just start with these five.

Have you read any of these books? Are there some books you think should have been included in this list? Share in the comments.