Who We Are?

We are a Microfinance Bank with a culture that encourages and delivers sustainable economic growth. We strive to provide a suitable source of financial stability to everyone especially the average and low-income earners.

Vision

To create a business where financial services are made easy and assessable to our customers to improve savings and regulate spending.

Mission

To be number one in every market we serve and every product we offer.

Principles

We are loyal to promoting reliable, swift, accessible, and affordable banking services to promote financial stability through the use of competent tools.

• Customer-centric
• Storytelling
• Testing
• Measurement

# Goals

We are looking to build and nurture our overall brand authority, interactions, and relationships with our audience and target market. In light of this, the parameters below are the components we are looking to incorporate.

• Increase brand awareness
• Lead quality improvement
• New customers acquisition
• Drive sales among identified leads
• Increase customers engagement
• Increase the number of followers on each social media channel
• Increase overall reach

Target market

Main: Average and Low-Income earners across Nigeria Upcoming explore: Individuals in Diaspora especially the UK

Main buyer persona: John, 28years old

John is an entrepreneur who lives in Lagos, Nigeria. He runs a fashion brand, Kokoka, that supplies modern leather shoes and bags nationwide. Given the growth of his business over time, he makes at least 150,000 from a supply and has to keep his raw materials channel running by conducting transactions with his raw material suppliers to keep the business in check. Asides from his raw material suppliers, he also needs to pay his employees and logistics company at intervals. He believes that conventional bank transaction charges are a bit unfair as it sometimes disrupts the total amount of money present in his account, thereby making it difficult to transfer a set amount to his beneficiaries, given the volume of transactions he performs daily and alerts he receives. He fears that this may have an adverse effect on the procurement of raw materials from his suppliers as sometimes purchases are to be made at the last minute, not disregarding the fear of debts to cover up the amount needed.

Upcoming explore buyer persona: Eva, 36 years old

Eva is a nurse who lives in Kent, United Kingdom. She is married with two children. Her parents live in Nigeria and are both retired. Eva and her brother are responsible for their welfare. Every month, she sends money for the upkeep and building of her house (here in Nigeria) to her parents and is tired of the stress they have to go through to get access to the money every month even after charge deductions. Currently, she is looking forward to sending money this month without stressing her parents.

Competitive analysis

Strong points

• Affordability
• Trust
• Absence of charges
• CBN license

Weak points

• No USD operation
• Country Limitations
• Lack of diverse payment methods

# Our Swot Analysis

Strengths

• Good reputation/ online presence
• Large client base
• Good digital products
• Good interest rates on savings

Weakness

• Not enough physical presence
• Little interactions with customers
• Lack of investment awareness
• Lack of brand focus

Opportunities

• Ample room to gain customer loyalty
• Brand identity growth
• Customize products to suit customers’ needs

Threat

• Cybercrime/ fraud
• Security/ privacy breach
• Other brand competition
• Economic changes/ fluctuations

# Social Media Marketing Approach

1. Continuous brand awareness building across all channels
2. Audience engagement
3. Product promotion

Social Media Practices to adopt

• Sharing relevant and useful information about our products
• Posting engaging content our audience would enjoy
• Listening to our customer's feedback and complaints
• Sharing content across all channels promptly
• Connecting with new and relevant accounts
• Responding timely to customers' comments and questions

# Tactical Plan This is a breakdown of how we would use our social media channels

Twitter

Frequency: Daily Content: Tweets and mentions, retweets, relevant threads, product promotions

Objectives

• Increase Reach/Impressions by 10%
• Add 500 followers to the total followers
• Increase our app download and web traffic

Key metrics

• New Followers
• Mentions
• Retweets, Likes, and hashtag

Task & Strategy

• Curate and retweet posts from relevant threads
• Curate local news and events relevant to our brand
• Pin top tweets to the top of the profile.
• Engage with followers using Twitter poll questions
• Be active on our hashtags
• Leverage the use of gifs and funny videos

Instagram

Frequency: 4 days a week Content: blog content, newsletters, memes, carousels, reels

Objectives

• Increase Reach by 20%
• Increase Engagement by 20%
• Add 1000 followers by the end of the month
• Increase complaint resolution by 10%

Key metrics

• New Follower
• Reach and Impressions
• Likes and Comments
• Total Post “Saved” and “Shared”
• Number of accounts reached through reels and story

Task & Strategy

• Create unique and out-of-the-box content
• Develop a series of short product videos for reels
• Leveraging positive interactions with influencers.
• Engage with followers in the comment section
• Create valuable, informative, and educative carousels
• Highlight blog posts and newsletters using Instagram story
• Leverage guest interviews and testimonials
• Use polls to get product feedback
• Announce upcoming events, giveaways, and contest
• Use good CTAs to drive signups
• Use ad campaigns to reach targeted audiences

Facebook

Frequency: Daily Content: blog posts, newsletters, memes, contests/giveaways.

Objectives

• Increase Reach by 25%
• Add 1000 Likes/Followers to the total number of followers
• Increase audience engagement by 10%
• Increase app and website traffic

Key metrics

• Page Follows + Likes
• Comments, Likes, and Shares
• App download (link clicks)

Tasks & Strategy

• Curate and share local news and events that are relevant to our brand
• Create relevant and valuable contents that are relatable
• Continue to create and promote blog content using sponsored Facebook Ads.
• Target sponsored posts toward our followers and their friends.
• Announce upcoming events, giveaways, and contests
• Use good CTAs to drive sign-ups

All Social Media Marketing efforts will be measured using these key metrics:

• Reach - What is the total number of people we can reach across different channels?
• Engagement - What is the total number of people that are engaging with our content
• across different channels?
• Followers by Channel - How many people are following us? Have we grown our follower count?
• Reach by Channel - How many people are seeing our content?
• Engagement by Channel - How often do people engage with our content? Is there a discussion and advocacy happening? (Likes, Comments, Shares, Link Clicks)
• Social Traffic Visits- How often do our Social Media tactics bring people to our website and app download?

# Projected Marketing Budget

Most agencies charge between $125-$250 per hour. Our business is expected to spend about 5% to 15% of our annual revenue on marketing including people, technology, and ad spending.

• From the total marketing budget, approximately 35% to 45% will be spent on digital marketing activities.
• From the digital marketing budget, about 15% to 25% will be spent on social media marketing efforts (organic and paid).

# Our Cost Reduction Strategies

1. We will do less marketing If we were a $500k company, our investment level might be more than around $60k which implies the digital marketing plan and budget laid out above would be out of reach. But - there are ways to scale back. We can reduce the number of blogs, emails, social media posts, and content offers we’re putting out, or otherwise do less marketing. We can still have the same agenda; it just might take longer to accomplish it.
2. Get everyone involved! We can hire a specialist to train our internal team on various activities and spread the workload across many people. Here are two of the best ways to reduce marketing costs and create a better customer experience at the same time,
3. Everybody blogs
4. Everybody gets social

In conclusion, our digital marketing plan can be summarized as follows:

• A blogging campaign that involves weekly education and new articles
• A social media presence that requires daily posts and engagement
• Sales enablement, that is, to align sales and marketing campaign
• Co-marketing: Partnering with an influencer to optimize reach
• Strategy and consulting involving marketing analysis
• Growth-driven web design
• Lead Generation campaign to have weekly engagement emails to target the list
• Email marketing, managing at least 3 ads a month to promote leads
• Sales advertising search engine optimization to optimize the digital platform
• A content calendar for organization and easy flow of tasks

Here is a link to our content calendar: Content Calendar Content Board