Content Marketing
Why Most Content Fails—and What You’re Going to Do Differently
Apr 16, 2025
1 min read
By Raven & Macaw Team
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SEO for the Nigerian Market: How to Rank on Google (Even if You’re a Small Business)
Let’s be real: in today’s digital Nigeria, if your real estate listings don’t show up on Google, you’re losing money. When a potential buyer in Lagos is searching for “3-bedroom apartment for rent in Lekki,” or an investor in Abuja is looking for “land for sale in Guzape,” are they finding your properties or your competitor’s? Many real estate agents and developers in Nigeria believe that ranking on Google is a complex, expensive game reserved only for big, established firms. The truth is, that’s a myth. With the right strategy, a small agency can compete with the giants and win in local search results. This guide is your roadmap to demystifying SEO for the Nigerian real estate market. We’ll break down the essentials, from finding the right keywords that serious buyers and renters use, to simple steps you can take today to increase your properties’ visibility on Google. Get ready to stop relying solely on referrals and turn your website into a powerful, lead-generating machine. Mobile Optimisation…Because Nigerians Are Always On The Go It’s no secret that the majority of internet users in Nigeria access the web primarily through their mobile phones. If your website is slow, difficult to navigate, or looks broken on a smartphone, you’re not just providing a poor user experience; you’re actively hurting your SEO. Google prioritises mobile-friendly websites, so a site that is responsive and loads quickly is more likely to rank higher in search results. For a real estate agent, this means ensuring your property listings and contact forms are just as easy to view and use on a phone as they are on a computer. A potential client on a bus in Lekki should be able to smoothly browse your properties and call you directly from their phone. Build Your Authority with Local Citations and Backlinks In the world of SEO, authority is built on trust, and one of the best ways to earn Google’s trust is by having other credible websites link back to yours. This is where local citations and backlinks play a crucial role. A citation is a mention of your business’s Name, Address, and Phone number (NAP) on another website, like a local business directory. Ensuring your real estate agency is listed on reputable Nigerian directories, such as VConnect or Finelib, is a great start. Additionally, a backlink, a direct link from another site to yours, is a powerful signal. You can earn these by guest posting on local blogs about property trends or by partnering with a local mortgage broker to be a resource on their website. The more high-quality, local links you have, the more authoritative your agency will appear to Google. The Power of Online Reviews: Your Digital Word-of-Mouth In Nigeria, word of mouth is a powerful marketing tool, and in the digital world, that’s what online reviews represent. When potential clients search for “real estate agent in Victoria Island,” Google often highlights businesses with a high number of positive reviews. Make it a part of your business process to ask satisfied clients to leave a review on your Google My Business profile. Respond to all reviews, both positive and negative, professionally and politely. This not only shows prospective clients that you’re an engaged and trustworthy business but also signals to Google that your business is active and cares about its reputation, which can directly improve your local search ranking. Harnessing the “Near Me” Search with Geo-Targeted Pages People are increasingly using “near me” searches to find local services. As a real estate business, you can leverage this by creating specific landing pages for each of your key locations. Instead of just having a general “Properties” page, create dedicated pages for “Properties in Lekki,” “Homes for Sale in Ikeja,” and “Land for Sale in Abuja.” Each of these pages should be rich with content that speaks to that specific area, including local landmarks, market trends, and a curated list of properties. This strategy helps you rank for precise, high-intent searches and proves to Google that you are a local expert in those precise locations. Technical SEO Basics: Making Your Website “Speak” to Google While all of the above strategies focus on content and credibility, technical SEO also plays a significant role. This is about making sure Google can easily crawl, understand, and index your website. A few key technical points to focus on include ensuring your website loads fast, that your property listings have unique and descriptive URL slugs (e.g.,https://ravenandmacaw.com/about/# ), and that you use proper title tags and meta descriptions for every page. These small but crucial details help Google understand exactly what your website is about, which is a fundamental part of getting it to rank for your desired search term. Do you plan on using SEO to boost sales and conversions for your business? Book our meeting with us today to get started.
By Raven & Macaw Team
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Apr 8, 2025
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How to Set Up Your LinkedIn Company Page for Lead Generation
LinkedIn has become a powerful lead generation tool for businesses today. With over 1 billion users, it is a goldmine for B2B marketers and companies looking to connect with decision makers, industry leaders and potential clients. However, simply having a LinkedIn company page isn’t enough—you need a strategic approach that combines organic engagement and paid advertising to turn LinkedIn into a consistent source of high-quality leads. In this blog, we’ll walk you through the essential steps to optimise your LinkedIn company page, craft a compelling content strategy, leverage employee advocacy, and use LinkedIn Ads & Sales Navigator for maximum lead generation. Whether you’re a startup or an established brand, this guide will help you transform your LinkedIn presence into a lead-generating machine. Optimise Your LinkedIn Company Page for Lead Generation Your page must be fully optimised to attract and convert potential leads. It must showcase credibility, communicate value, and drive engagement. Know that your LinkedIn company page is more than just a digital placeholder—it’s your brand’s storefront on the world’s largest professional networking platform. Here’s what to do to achieve this: 1. Clear & Compelling Profile First impressions always count, and a well-structured and professional LinkedIn page can go a long way to ensure that. Your company should be high-quality and easily recognisable. It needs a professional cover image that aligns with your brand identity and reinforces your messaging. Consider adding a tagline, key service offerings, or a mission statement to the cover for an extra impact. Do not forget your company logo, which can also be used as a cover image. Does your company have a tagline? This should appear right under your company name and should immediately communicate value. Make it clear, benefit-driven, and attention-grabbing. Example: “Helping Businesses Scale with Data-Driven Marketing.” The ‘About’ section of your page should be optimised. This is your opportunity to tell your brand’s story and optimise for searchability. Use relevant keywords that describe your industry, expertise, and unique value proposition. Structure your ‘About’ section with: Who you are (Company background) What you do (Key services & solutions) Who you serve (Target audience) Why it matters (Unique selling points & benefits) How to reach you (Website, contact details) Complete All Sections: Fill out every section of your profile to boost credibility and discoverability. Ensure you’ve included: Website link Industry Company size Specialties (keywords help in LinkedIn search results) 2. Strong Call-to-Action (CTA) Your CTA is the bridge between profile visitors and conversions. Make it clear and action-driven to encourage users to take the next step. Use a Customisable CTA Button: LinkedIn allows you to add a call-to-action button to your company page. Choose from options like: Sign up (for newsletters, courses, or webinars) Contact Us (to encourage inquiries) Learn More (for directing users to a service page) Visit Website (to drive traffic to your homepage) Optimise Your Landing Pages: Your call-to-action (CTA) should take visitors to a landing page that actually gets results. Make sure the page: Has a clear headline and compelling copy Loads quickly and is mobile-friendly Includes a simple lead capture form Features social proof (testimonials, case studies) When you refine your LinkedIn company page with these strategies, you’ll boost visibility, build credibility, and turn it into a powerful lead-generation tool. Organic Strategies for Lead Generation Without the help of ads, you can generate leads to your page organically. Here are some strategies for organic lead generation: Content Strategy: It is important to consistently share valuable insights that engage your audience and establish your brand as a trusted authority. You should provide educational and thought-provoking content that resonates with your target audience, demonstrating expertise while fostering meaningful connections. Here are some key steps to consider in your content strategy: Share high-value content like industry insights, case studies, and success stories. Post thought leadership articles that position your brand as an authority. LinkedIn is all about sharing high-value content that could help you achieve that. Use LinkedIn documents and carousels for educational content. Short-form posts with engaging hooks and storytelling. Employee Advocacy: Encourage employees to share and engage with company content. Feature employees in posts to humanise the brand. Your employees have their own networks and connections. No matter how many they are, their interaction with the company content, reposting, quoting, and commenting, will show your company to another set of audience, and that could help it go far. Community Engagement & Networking: Actively engage with industry-related posts and groups. Leverage LinkedIn Live and Events to host webinars. Leverage the many features available on LinkedIn to boost your visibility. Stay active, and you’ll reap the benefits. Paid Strategies for Lead Generation While organic strategies help build long-term credibility, paid tactics accelerate lead generation by putting your brand directly in front of the right audience. LinkedIn, a professional networking platform, offers highly targeted advertising options, allowing businesses to connect more effectively with decision-makers, industry leaders, and potential clients. Here’s how you can leverage LinkedIn’s paid features to maximise lead generation: LinkedIn Ads: Reaching the Right Audience with Precision LinkedIn’s advertising tools help businesses amplify their reach and attract quality leads. It can do the same for yours, too. Here are the key ad formats to consider: Sponsored Content – You can boost your high-performing organic posts to reach a larger audience. This keeps your brand visible in front of professionals who are most likely to engage. Lead Generation Forms— Use LinkedIn’s built-in, pre-filled forms to capture leads without disrupting user experience. These forms auto-populate with a user’s LinkedIn profile details, making conversion seamless. InMail Ads—With InMail ads, you can send personalised, direct messages to prospects via LinkedIn Messaging. It allows you to target active and likely-to-engage users, ensuring your outreach is impactful. LinkedIn Sales Navigator Take a step toward unlocking high-value leads for your company. LinkedIn Sales Navigator is a game-changer for businesses looking to engage with the right prospects efficiently. It provides advanced tools to identify, connect, and nurture potential leads: Advanced Search Filters – Find ideal prospects based on
By Raven & Macaw Team
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