By Kimani Alhassan
Nobody prepares you for how tough it is to run a small business. You start with big dreams and plenty of energy, thinking your product will sell itself because, let’s be honest, you know your stuff is good. But reality? Reality will humble you. Because if there’s one thing they don’t tell you, it’s that having a great product isn’t enough—people need to know you exist. And that, my friend, is where the real work begins.
Advertising as a small business owner feels like shouting into a crowded market where everyone else is shouting too. Your voice has to be loud enough to cut through the noise, but not so loud that it drains your entire budget. And when every coin counts, spending money on ads feels like a gamble—you’re constantly hoping it pays off.
But here’s the thing: it’s not just about being loud—it’s about being smart.
Make Visibility Work for You
It’s true—advertising is expensive. Whether it’s social media ads, flyers, or word-of-mouth promotions, everything costs something. And when you’re a small business, that “something” comes directly from your pocket. But instead of throwing money at ads and hoping for the best, here’s how to make every naira (or dollar) count:
- Focus on Platforms That Drive Sales – Not all social media channels will work for your business. If Instagram gets you the most engagement, double down on it. If WhatsApp converts better, build a strong broadcast list. Don’t spread yourself too thin.
- Leverage the Power of UGC (User-Generated Content) – Happy customers are your best marketers. Encourage them to share photos, videos, and testimonials. People trust real experiences over polished ads.
- Invest in Organic Engagement Before Paid Ads – Before boosting a post, test what resonates with your audience. If a post is already performing well organically, that’s the one to put money behind.
- Be Strategic with Your Ad Spend – Instead of running generic ads, create targeted offers. Retarget people who have engaged with your brand before—they are more likely to convert than cold audiences.
Win the Algorithm, Without Losing Your Sanity
Social media can be unpredictable. One day, your post is everywhere, and you’re feeling like a marketing genius. The next day? Crickets. The key is not to chase the algorithm but to build a brand that people want to engage with.
- Create Shareable Content – Content that educates, entertains, or inspires gets shared more. Make your brand one people want to talk about.
- Engage, Don’t Just Post – Instead of just putting out content, interact with your audience. Reply to comments, start conversations, and be present.
- Use Trends Wisely – Hopping on every viral challenge can feel exhausting. Instead, pick trends that align with your brand and make them your own.
From Views to Sales: Turning Interest into Action
The real frustration comes when people see your ads, engage with them, but still don’t buy. Someone will comment “How much?” when the price is right there in the caption. Another will message you at odd hours, ask a hundred questions, and then disappear with, “I’ll get back to you.”
The secret? Guide them through the buying process.
- Make Your Offer Crystal Clear – Remove friction. Your pricing, availability, and how to order should be obvious at a glance.
- Follow Up, But Don’t Chase – Some customers need time. A polite follow-up message can be the nudge they need. But if they’re not ready, don’t push—stay on their radar instead.
- Build a Community, Not Just a Customer Base – The more people feel connected to your brand, the more likely they are to support you.
The Real Key: Show Up Consistently, But Sustainably
There’s pressure to post every day. Social media makes it seem like if you’re not showing up 24/7, you don’t want to succeed. But what they don’t say is how exhausting it can be.
Instead of burning out, build a system that works for you:
- Batch your content – Set aside time weekly to create multiple posts so you’re not scrambling daily.
- Repurpose smartly – One great post can be turned into an email, a tweet, and a short video. Work smarter, not harder.
- Set boundaries – You’re the CEO, marketer, content creator, customer service, and delivery agent all rolled into one. But you’re also human. Find a pace you can maintain.
The Payoff: Why It’s Worth It
Building a small business isn’t easy, but the brands that refuse to be invisible always find a way to win. Because one day, the same people who scroll past your posts will come back. The ones who ignored your ads will suddenly need what you’re offering. And when that day comes, all the effort, all the late nights, and every frustrating “I’ll get back to you” will finally make sense.
Until then, keep showing up—not just with noise, but with strategy. Because in a world where attention is currency, visibility is everything.