Tunde sat in the mastermind session, arms crossed, frustration written all over his face.
He recalled sitting in his shop just a few weeks ago, staring at his daily sales report. The numbers didn’t make sense.
For years, his African grocery store had been a community favorite. People knew where to find him, and word-of-mouth kept customers coming.
But lately, something had changed. Sales were dropping. Foot traffic was slowing down. Even his most loyal customers weren’t visiting as often.
He sighed.
“I don’t get it,” he said, shaking his head. “My shop is still here. My products are still the same. Why are people buying elsewhere?”
Babs leaned forward, studying him for a moment before asking a simple but powerful question:
“When was the last time you updated your marketing strategy?”
Tunde frowned.
“Marketing? I post on my business page sometimes. And I rely on word-of-mouth.”
Babs shook his head.
“That’s not a strategy, Tunde. That’s hope. And hope isn’t a marketing plan.”
Why Traditional Marketing Isn’t Enough Anymore
Babs pulled out his phone and searched “African grocery store near me” using Tunde’s postcode.
Dozens of results appeared—shops with websites, customer reviews, and even delivery services.
Tunde’s store?
Nowhere to be found.
His stomach sank.
“Customers today search before they buy,” Babs explained. “If your business isn’t showing up where they’re looking, they’ll go to your competitors.”
Tunde had assumed that because people knew his store, they would keep coming. But customer behavior had changed.
People now:
✔ Search online before visiting a store.
✔ Compare reviews before making a decision.
✔ Prefer businesses that engage with them digitally.
If he didn’t adapt, he would keep losing customers.
✅ Action Step: Claim your Google My Business listing so customers can find your business in search results.
How Customers Find Businesses Today
Babs showed Tunde an example.
“Let’s say someone just moved to the area and wants to cook jollof rice. She doesn’t know where to buy the ingredients. What does she do?”
Tunde thought for a moment.
“Ask a friend?”
Babs shook his head.
“Not anymore. She searches Google: ‘Best place to buy jollof rice ingredients near me.’ The shop that appears first gets her business.”
Word-of-mouth still mattered, but it now happened online.
People shared recommendations in WhatsApp groups, tagged businesses on Instagram, and left Google reviews.
If Tunde’s shop wasn’t visible in these spaces, it was invisible—no matter how great his products were.
✅ Action Steps:
✔ Ask satisfied customers to leave a Google review.
✔ Share those reviews on your social media and WhatsApp status.
✔ Use hashtags like #AfricanGroceriesUK to help people find you.
Understanding Your Customers Better
Tunde had always believed he knew his customers.
“They come in for yam, plantain, and spices. That’s it.”
But Babs pushed further.
“Why do they buy from you? Are they busy professionals looking for convenience? Large families cooking traditional meals? Nigerians who miss the taste of home?”
To market effectively, Tunde needed deeper insights. Knowing what customers buy wasn’t enough—he needed to understand why.
✅ Action Steps:
✔ Use Google Forms or Typeform to create a short customer survey.
✔ Ask customers at checkout: “What’s one product you wish we stocked?”
✔ Check competitor reviews—see what customers love (or dislike) about similar businesses.
Crafting Compelling Marketing Messages
Tunde’s marketing was too generic. His Facebook posts simply listed products:
❌ “We have fresh plantain, egusi, and goat meat.”
That wasn’t enough. He needed to connect emotionally with his audience.
Big Business Example: Apple
Apple doesn’t sell phones—it sells lifestyle and simplicity.
They don’t advertise the iPhone as:
❌ “A phone with a 12MP camera and 128GB storage.”
Instead, they say:
✅ “Capture life’s moments like never before with stunning clarity and lightning-fast performance.”
That’s the difference between selling products and selling benefits.
How Tunde Can Apply This
Instead of:
❌ “We sell jollof rice ingredients.”
Say:
✅ “Craving smoky, party-style jollof? We have all the fresh ingredients you need—ready for pickup or delivery today!”
✅ Action Steps:
✔ Rewrite marketing materials to focus on benefits, not just features.
✔ Use customer testimonials to highlight real-life impact.
✔ Post WhatsApp status updates: “Stock up for the weekend! Fresh plantains and yams in store today. First 10 customers get a free spice mix!”
Expanding Your Marketing Channels
Tunde had been relying on Facebook alone. But his customers weren’t just on Facebook. They were:
✔ Messaging on WhatsApp daily.
✔ Browsing Instagram for food inspiration.
✔ Checking email for discounts on their favourite products.
Big Business Example: Coca-Cola
Coca-Cola doesn’t just rely on TV ads. They use:
✔ Social media
✔ Influencer partnerships
✔ Mobile ads
They meet customers where they already are.
How Tunde Can Apply This
✅ Action Steps:
✔ Start a WhatsApp broadcast list to share weekly deals and promotions.
✔ Post recipe videos and cooking tips on Instagram every Thursday.
✔ Partner with food bloggers and influencers to showcase his products.
Overcoming Challenges: No Time? No Budget? No Problem!
Tunde sighed.
“This all sounds great, but I don’t have time for marketing. I’m busy running the shop.”
Babs nodded.
“That’s why you use automation. You don’t have to post daily—you just need a system.”
✅ Low-Cost Marketing Hacks:
✔ Schedule posts in advance with Buffer or Hootsuite.
✔ Use Canva to create eye-catching social media graphics.
✔ Claim your Google My Business listing (it’s free!) so customers can find you in local searches.
The Transformation: Small Adjustments, Big Results
After implementing these changes, Tunde saw a difference:
✔ He started a WhatsApp broadcast list, sending out weekly deals.
✔ He claimed his Google My Business listing, making his shop visible in searches.
✔ He posted cooking tips and recipes on Instagram, engaging his customers.
Within weeks, foot traffic increased. New customers mentioned they found him on Google. Regulars responded to his WhatsApp updates.
Tunde finally understood—marketing wasn’t just about selling. It was about staying top of mind.
Your Turn: Take Action Today
Want to stop losing customers?
Pick one of these strategies and implement it this week:
✅ Claim your Google My Business listing.
✅ Start a WhatsApp broadcast list.
✅ Post one engaging Instagram post focused on your customers.
🚀 What’s one thing you’ll do differently this week? Reply and let’s strategise together!
