Sales Desk Strategy: The Nigerian Social Media Rulebook

Today on the podcast, we're going to be looking at how social media managers can help business make more money. Also, if you're a social media manager, how you can get more respect from your clients, from your oga. Again today what we're going to be looking at is why social media managers are important, how social media managers can help businesses make more money. And also if you're a social media manager, how you can get more respect from your clients,

from your customers or from your Olga if you happen to work in house. And the reason why was because I saw a post today on LinkedIn by Timmy Chakra or Ulubiri already mentioned her in the past and I don't mention her in the past on the podcast. I can't remember why. Anyway, anyway, so one of her posts where she was complaining about how when she started off in the social media management business years ago, she was happy to get a job that paid her 30,000 there and then now, you know, it's been close to a decade and still people are calling jobs and people are calling job for like, you know,

50K. And she thought it was wicked and she thought it was unfair. I happened to comment on the post. In fact, I even wrote my own post and then other people commented on it and then certain kinds of things or certain kinds of opinions started coming out and I thought, you know what? These are interesting perspectives. So let me hope over here on the podcast, share these perspectives with you so that if you're a business owner, you can see why social media managers are important.

If you're a social media manager, you can see how you can be taken much more seriously by your customers, by your peers, by your clients, by your OGA. So that's those are the sorts of things that we're going to be talking about today. Now I'm making today's recording at home. The house is being cleaned. Then wifey's on leave, so she's watching TV in the living room. So there's going to be noise in the background. So if you're looking for these sorts of things, that's why you discovered my show.

How do you make more money? How do you get more customers? What marketing things work? What marketing things don't work? If these are the sorts of things that you're looking for, then you are in the right place and this podcast is your jam. So welcome to the podcast. I'm your host, Tavishima Ayede, and for years this is what I've been doing every week, giving you relevant, practical, realistic insights so that we can get results in the Nigerian market.

So if you're tired of listening to all those generic podcasts, then come on, stay locked in over here. Subscribe on Spotify, YouTube, Apple or any player of your choice. And if you want to connect with me, you can call, send me a text message or a WhatsApp message on 08064662140. So like I said, now today we're going to be looking at how social media managers can help the business make more money. And then also if you're a social media manager, you're tired of people pricing you like groundnuts.

You'll be calling 50K on top of your head calling 80K, calling 25K, you're tired of that rubbish. Then these are the sorts of things that we are going to talk about. So when I responded to tell me talk where or Luby erase post, the first thing I like to tell I was like, look, I know you think it's wicked, but actually nobody wickedness. Well, that is what's going on. And the reason why I know this is because you know, of course,

you know, I do consulting in sales and business development. So whenever I come inside the business, usually I see this tension on live playing out because most of the businesses that bring me in the ready have social media manager. They already have content person. And you know, I see the tension. Most business owners when they see you social media manager, look, this is the truth. Whether you like it or not, when the business owner is looking at you as social media manager, the only thing that they are seeing is cost.

As far as the business owner is concerned, salary, that's all. When they see you, that's all they see. They're paying salary only. Now the reason why the business owner sees you as a cost centre, that's what we call call centres in business. Parts of the business where you're throwing in money, just be throwing money, throwing money, throwing money, you're not seeing anything good. Nothing is coming out. That's a cost centre.

So the reason why the business owner sees you as a call centre is because of this. When a business man, a business owner or an entrepreneur decides to hire a social media manager or a content person, this is what the person is thinking. If you're a social media manager, listen now. If you're in the business of creating content, listen now. Because you social media managers and you content people, you believed all people are paying for is content.

I don't know about other parts of the world, but in Nigeria, when somebody says let me hire a social media manager, the person is looking for revenue, the person is looking for profit. The person is hoping that when you come and you create posts now, from now posts, we will see money. This is the heart of the tension of what is going on. Business owners are paying for social media managers and content creators because they are looking for profits.

But use social media managers and content creators. You guys feel as if your job is just to create content and you see that look, you can't hold me responsible for revenue and that is the tension that I see in every single business. The business owner is paying you salary but he's angry because he's not seeing sales. You will shout, you talk back and forth and then you say, look me, I'm just creating content, how can you hold me responsible for sales?

That is the reason why business owners in Nigeria are pricing all of you, content creators and social media managers as reason why they're pricing you like groundhogs. And they'll be calling 25K on your head because as far as they're concerned, this content is not bringing in customers, it's not bringing in anything. What is the point of spending 200K every month? I might as well pay the least amount possible to fulfill all righteousness.

So social media managers, I know you think you're worth more, but The thing is you will keep thinking that your job is posting content, posting on time, posting wonderful content. So as the business owner is concerned, what he's paying for, he has seen Shishi, he has seen nothing. The business owner thinks of you as a cost centre and that will continue to be the case and people will continue to price you 25 K 50K. People will continue to do that so long as you social media managers and so long as you content production people refuse to be a part of the revenue conversation.

Because any time the thing comes up, you will just remove your hand. You wash your hand clean. You say me, my job is creating content. Don't hold me responsible for revenue. So the value conversation here is is is mismatched. That is the problem. You think your job is pretty Instagram posts the business owner he thinks your job is give me customers, give me money. Business owners expect revenue from social media functions.

So social media managers, you people should add, very least acknowledge now that is a reality because now you are burying your head in the sand and it's not helping right now because people are not getting value from the posts. They are not seeing customers as far as they're concerned. You social media managers, you content creators. So excuse me, you all over now. You are clerical staff, you are secretary. People are the same.

That's how they reach you because they don't know what I'm even paying for because as far as they're concerned, excuse me, they will pay and we're doing low value activities. They're putting on posts. Now look at it from their own point of view. Nobody posting at the post. If it's just post, who is it that cannot post? Even me myself, I can post now. You see how it works? You see how you will be looking cheap in the eye because an ordinary post.

So that's the reason why I've become so much. They can't even tell you get out and then they'll go and tell their nephew who is, you know, year one in uni. So I had a nephew come and manage my social media handle. So as a social media manager, this is what your true value should be. Listen to me. This is what your true value should be. First of all, you need to understand how businesses work. You need to understand the revenue equation.

You need to understand how does this business make money. Then since your job is putting a post the way you see it, at least you can be providing A valuable insights that will help the business when it comes to conversions because it's that conversions that will give more money. So I'm not saying you'd be responsible for revenue, but at least you tell the business owner that OK, Olga, I understand you're hiring me because you want profits.

I'll be the guy will say yes, of course I'm looking for profit. What will I be hiring if I'm not looking for profit? Now explain Olga, profits I can't give you. It's not my skill set. What I can do is I can create content, but however, based on my experience and based on the insights that I've gotten out of these last XYZ number of years in the business, I can be advising you people on the kind of campaigns you should be running when people respond.

I can be advising you people on the kind of conversations you should be having that you believe that should be leading to conversions that should be leading to people becoming customers. Social media manager, don't just be putting our posts, be giving insights to the sales team onto the business owner that will help them to get more customers. It is then that they'll stop pricing you like Groundnut. Until then, they will call 25K

for you, 50K for you. If they call 150K for you, know that they reach you as a big boy or a big girl. Just being frank here. Social media managers, content producers, please do not be angry with me. I'm just telling you the truth. They need to hear. So you need to be having frank conversations. When somebody calls you up and they say social media manager want to hire you something, something, something, something, just know that this is the expectation.

So don't wait until they pay or until you get into the business and then you stop quarreling. Front load the conversation yourself. You say, oh, good morning, Madam, really appreciate all the meetings that we've been having so far. But Ma, you know, before we start, there are some questions I need to ask. I want to be absolutely sure on something. Most times some people hire social media manager, they're hoping that the social media manager is going to come and improve their sales, Madame, is that correct?

And the Madame will say, of course, now why do you think I'm hiring you? I want to increase sales for my shop. You will not have the conversation. Oh, Madam, Actually, social media managers, we were not responsible for sales. It's up to your sales team and it's up to the sales girl who is in front of the shop. They are the ones that are responsible. But Ma, because I've been doing this business for the last 10 years and because of the experience that I have, I have certain key insights when it comes to promos, interacting with customers, you know, things like that.

So I can be liaising with this girl in front of the shop. I can be lasting with your sales team. We can be coming up with correct, correct promos that should be bringing people into the shop when the people come into the shop. May have done my own, though. Whether the deal will close or not, it's not up to me or it's up to the sales people and it's up to the girl at the front desk. You can see that by having this conversation at the beginning,

this person will rate you more. First of all, this person will see that oh, OK, besides just creating posts, you actually have sense on one or two things. In fact, they will they will start inviting you for meetings once in a while to say, look, this is all we're thinking want to increase sales, want to do is want to do this or a social media manager. What do you feel those are inviting you for meeting You start becoming a valuable member of the team.

If your insights panel correct and this business indeed grows. By the time you leave and you're looking for referrals, this Madam will have no problem referring you to another person because they will say you know the social media managers, but this particular guy, this particular girl, this person is a social media manager with a difference. And we'll have no problem recommending you for other people. So these frank conversations are key.

Have the conversations upfront. I keep saying it about social media. Managers continue to argue whether you like it or not, when somebody has you as a social media manager, they think they are paying for revenue. You think they're paying for posts. I'm telling you they're not paying for posts, They are paying for revenue. Have that conversation now. I agree with Timmy Topper and a couple of other people on some points though.

You know, fair compensation because nowadays, you know, minimum wage IS70K. So I understand that you know, to be pressing 50K on top somebody's head, you know, it's somehow, you know, at least I guess make it sound ticket at least Basha just know that this is where the tension comes from between business owners and social media managers. So, so social media manager, please be proactive and address this matter of sales expectations.

Have the conversation. Who is responsible for sales? You, you're not responsible for sales. What are the insights and the contributions that you can bring to the business that will help the business to grow more sales? Even though at the end of the day, you social media manager, you're not the one who's going to be responsible. So say it Madam, I cannot guarantee sales, but I can be advising your people on one or two things that they can do when they're interacting with customers so that it will increase conversions and give U.S. sales.

Then another thing, social media managers, you guys should be integrating yourselves with the sales team. Social media managers, you know, when are they feel too big? You carry your shoulder up, you stay in your office, you stay in the AC sales people, they're the ones that are going outside. So you feel as if you're bigger than them, you're better than them. No hang out with the sales team because the sales team are the people who are talking to customers live and in the flesh.

one-on-one conversation with customers direct. When you hang out with them, you'll be hearing conversations that they're having with customers. Who I was talking to Madam BC, Well, I was talking to Madam BC. Mazam BC said this. I was talking to Orga Bio. Orga Bio said this. I was talking to Aleji Aldo Rahman. Alhaji said this, from the things that the sales team are saying, you will now have your finger on the pulse. You will now know exactly what the business owners, customers are talking about, the things that are choking them.

It is then you'll be able to now create relevant content that ministers to the audience of that business. Your content will now be effective because it is actually is hitting the pain point, is on the pulse. What people want to know, what people want to hear, but you social media managers, you content creation of people you stay inside AC are becoming up with beautiful ideas. Beautiful ideas from where? From the top of your head, you really think your inspiration is that great that you becoming up with wonderful posts.

Get out of that office and go and chill with the salespeople. In fact, once in a while ask your guy for tea fair. Should I you you won't destroy your small salary. Ask your guy for tea fair. Follow the salespeople out into the field. Go and see the team waiting in AC hear the conversations that they're hearing. Let that inform the content that you are making. Social media managers, stop feeling too big. Integrate yourself with the sales team.

All of us now revenue function of the business, all of us. That's what we do. So suppose they you know, while I put the Esperia decor, all of US1 team cause revenue. That's all we're after. Integrate yourself with the sales team, Spend time with them, be talking to them once in a while, come out from the AC in the office. By talking to them, you will get real customer data, real customer information, real customer content, real customer stories, real customer context.

You don't have to be manufacturing anything because by hanging with the sales team, by following them outside, you will see live the content. The social media content you're producing will be based on actual content, say content actually questions. Your post will become more relevant, more effective. By the way, social media managers, since people are obsessed with engagements and likes and reshares. Do you see how your post will not be getting likes and reshares like comments because it is based on real life stuff instead of you sitting down in AC and then coming up with good ideas on your own based on ChatGPT?

See this is also another source of tension. You sit down in the office, you brainstorm 3 or 4 hours, you come up with a brilliant campaign and you know that the campaign is brilliant. You run the thing, the thing flops. Your guys has complaining say well I don't know why the thing didn't work. That's why the thing did not work. Because you stayed in AC divorced from reality, divorced from customers, divorced from the actual context on ground,

and you came up with a brilliant campaign on your own. Brilliant campaign that didn't work as far as the business owner is concerned is not a brilliant campaign. The first time that I had, I heard it, I can't remember the business I was consulting for, but the marketing people, they said we came up with a brilliant campaign but it failed to deliver results in my own, in my mind, I was short. I was like, can you people hear yourself?

You say you came up with a brilliant campaign that didn't deliver results. How in the hell is that brilliant? Remember, when we're in primary school, is there a brilliant child that does not deliver results? If as a child you're not delivering results, you are not brilliant. Why, Nigel? Now, let's be real here. There's no such thing as a brilliant marketing campaign that did not deliver results. No, no, no, no, no, no, no, no,

no. In fact, if you do a stupid campaign, in your mind, let's say the text looks like rubbish, the graphic looks like rubbish, but the thing now delivered results. In fact, that's the one that the business owner will say that was a brilliant campaign. Anyway, let me know if I flog it. I trust that you guys are getting the point, especially for those of you who are social media managers and content producers. So go beyond generic content.

Create posts that are rooted in the reality of customer interactions. Last with the sales team. Be giving the sales team based on your experience will be giving them suggestions, be giving them insights that will help them to convert better when people look at the content and then send Adm Be advising your guy in the business, giving them insights that can inform the kind of business strategies that they're going to come up with.

Be a valuable growth partner for the business. When that happens, people will now start rating social media managers born to use social media managers start doing these things. People will continue to press you 25 K 50K at least me making this podcast. I'm doing my own bit to push the information out so you guys can see where the confusion is coming from. The world is enough for the wise. I'm inside the room with you people.

So I understand because when Olga is quarreling with the person who's responsible for managing the website or for managing the Instagram or for managing the TikTok, I am there and I understand and I can see that is the cause of the quarrel. The person who's responsible for managing the website as far as he's concerned or guy, you pay me for website maintenance, I maintain the website. What's your problem? Your guy who is dropping money,

what he's thinking is I'm paying for websites. Therefore I want to see customers. The same thing with the person who creates Tik Toks. You, you will say or guy, you're paying me for TikTok. I posted 5 Tik Toks. Each of the Tik Toks on average got 50,000 views. I did my own job. That's all you paid me for. Or guys thinking I don't care about 50,000 views, it would be nice if I have 50,000 customers. Excuse me, the same thing with the Instagram.

You're creating content on the Instagram you say Olga, you paid me to be creating Instagram posts when you had me. The contract that we signed said I'll be creating 5 Instagram posts per week. But since we came here, I have tripled the output. I have been creating 50 Instagram posts per week. So OK, you are getting value for your money because I'm even delivering more than you bargained for. As far as the business, excuse me, as far as the business owner is concerned, what you when I

brought you here, I was thinking that when you start putting stuff on my Instagram, I will be seeing money and I'll be seeing customers. The business owner doesn't care that you guys agreed on five, but what you're producing is 15. In fact, if you only produce 1 post a week, but the business owner is seeing 15 customers coming, the guy will be very, very happy. He paid you for five posts a week and he was not getting many customers.

But you come in, all of a sudden you do 1 post a week, but that one post 15 customers came in. The guy will say no, no, no, no, like userbie work. In fact, he won't even be looking at the Instagram to know that you've only been posting once a week because he'll be so happy that week 115 customers came in. Week 215 customers came in. Week 315 customers came in, Week 415 customers came in. That means at the end of January, they had 60 customers who will be so happy, especially since maybe last last year December, they were used to having maybe only 10 customers a month.

But since you joined them 60 customers one month, those social media manager, they'll rate you. So summary what I'm saying is if you're a social media manager, think of yourself as a growth partner for your clients or for yoga. Don't think of yourself as a content creator. So long as you continue thinking for of yourself as a content creator, they'll continue to price you 25 K 50K. Especially since now content creation is becoming democratized.

Anybody can make content. In fact, I saw some things yesterday my I wanted to tear. There's one of my friends, younger brother just finished uni and the guy has been learning AI and all these things. Me, I use AI, but you know, I only do it on the text level. The guy took her picture. Listen to what I said. The guy took her picture. In fact, her name is Martha Tawiya. Martha Tawiya TAWIYAH. Check out on LinkedIn. Mom's mom's booth.

Yeah, she runs an NGO, so her brother took her picture photo. The guy used AII don't know how he did it. He was able to animate her photo. Her photo started moving. Her photo started speaking, her photo started talking, started gesticulating, started walking. I say, hey, has he reached like this that can snap a picture of myself, give it to somebody, Somebody can use AI and animated that picture of me. I say wonderful produced a wonderful video of her.

The only reason why I knew was AI is because I have seen the picture in her office before. So when I saw the thing on LinkedIn, I said and I sent a message to confirm. She said yeah, they animated the picture. You who has not seen the picture before, you will know that this picture, you will think they recorded her in a video in a red, red pantsuit with white. What do you call his name? The one you wear inside Camisole, white camisole, red pantsuit up and down.

You think they recorded the video and then put this thing is a lie. It was a picture. They took the picture and they animated it. So those of you social media managers, content creators, this is what you're coming up against. People are leaving school with fresh skills and powerful tools and these are the kind of things that they can create right now. There's oversupply. If you don't know, know it now, there's oversupply when it comes to content creation, oversupply.

That's why it will continue to price you cheap. All right, so let me bring it to a close. That's it. And that's all for today. Remember, if you'd love to connect, you can call, send me a text message or a WhatsApp message on 08064662140. And if you're ready for more realistic, relevant, practical tips, strategies like this that work in the Nigerian market, then you're in luck because in this very feed, we have over 1200 episodes.

So keep listening, Scroll down and continue listening. Listen with a pen and paper. Take notes. The one that makes sense, apply. The one that does not make sense, disregard. When you apply, you start seeing results. Hit me up, let me know how it worked out for you. If you disagree with my methods, hit me up. Let's have that conversation. I'm open to it. If anything was unclear, hit me up, let's talk about it. That's the reason why I give my phone number at the beginning and at the end of every single episode.

So thank you very much for listening. I hope that this has been able to bless one or two social media managers and the content producers listening to today's podcast. I will catch you guys soon.