Adeshua Moyosore is the Founder, Danfo Creative Hub, a creative digital marketing agency providing services to small business owners. In this interview, she identifies mistakes small businesses make when building online presence, lies surrounding digital marketing and what small businesses must do to be successful in their digital marketing campaigns. Excerpts:

Many small business owners assume digital marketing is complicated and expensive. What is your take on that?

It is true to an extent. The misconception business owners often have is that digital marketing is simply about posting online. In reality, it is much more complex. For small business owners juggling multiple responsibilities, digital marketing might initially seem manageable. However, without prior experience or a clear understanding, it quickly becomes overwhelming, especially when working with limited budgets.

Another challenge is that many businesses try to do too much at once—running ads, managing social media, creating content, handling web development—all without a cohesive strategy. This scattered approach leads to frustration and wasted resources. At Danfo Media, we focus on simplifying the process. We start by understanding the unique goals of each business and crafting cost-effective strategies tailored to their needs. For instance, targeted social media campaigns or email marketing can deliver significant results without requiring a massive budget. Our job is to demystify digital marketing and guide businesses towards sustainable growth.

What’s a common mistake small businesses make when trying to build online presence?

In one word: inconsistency. Many businesses start strong but fail to maintain momentum. They don’t build a clear brand identity or establish regular communication with their audience. Another issue is imitation—trying to replicate what others in their industry are doing without tailoring it to their unique strengths and values. At Danfo Media, we emphasise the importance of realistic and sustainable strategies. This could mean creating a simple content calendar or a focused ad campaign to keep the brand visible without overextending resources. Consistency doesn’t just build familiarity; it fosters trust, and trust is critical for converting audiences into loyal customers.

Why do some businesses struggle to succeed on social media?

Success on social media boils down to understanding your audience. Many businesses fail because they create generic content that doesn’t resonate with their target market. For instance, a food brand might share beautifully curated photos of dishes, but their customers might be more interested in behind-the-scenes stories or unique dining experiences. At Danfo Media, we take the time to analyse audience behaviour and current trends. We craft content that not only looks good but also speaks to what the audience cares about. It’s not just about being present on social media—it’s about making your presence impactful.

How does Danfo Media differentiate itself in such a competitive industry?

Our name says it all. The Danfo bus is rugged, reliable, and deeply connected to the community, and these qualities inspire everything we do. Our work ethic reflects this: we’re not just about flashy campaigns but about practical, actionable solutions that drive measurable growth for small businesses.

Another unique aspect of our approach is education. We don’t just execute campaigns; we empower our clients by explaining the “why” and “how” behind every strategy. This builds confidence and helps them make informed decisions. We also emphasise relatability. Our strategies are tailored to address the specific challenges of small businesses in Nigeria. By staying grounded in the realities of our clients, we ensure that our solutions are effective and sustainable.

What’s the most rewarding part of working with small businesses?

Watching their transformation. It is incredibly fulfilling to see a business evolve from struggling to thriving. For instance, a small brand with just a few Instagram followers can grow into a recognised name with increased sales and engagement. Knowing that we’ve played a role in that journey is priceless. It’s not just about the numbers—it’s about the real impact on people’s lives, their dreams and their communities. That’s what drives us at Danfo Media.

What’s the biggest challenge you face when working with small businesses?

The biggest challenge is overcoming skepticism. Many small business owners have been burned by previous experiences or have unrealistic expectations. Some think digital marketing will yield instant results, while others are hesitant to invest due to budget constraints. We tackle this by being transparent from the beginning. During our free consultations, we outline what’s possible and what isn’t, helping them understand that digital marketing is a marathon, not a sprint. Building trust is key to overcoming these hurdles.

How does Danfo Media adapt to the fast-changing digital landscape?

Staying ahead in digital marketing requires continuous learning and agility. We’re always monitoring industry trends, new tools, and shifts in audience behavior. For example, if a platform like TikTok starts dominating a particular demographic, we’ll explore how our clients can leverage it. At the same time, we don’t jump on every trend. We evaluate whether it aligns with the brand’s goals and target audience. Our focus is on strategies that deliver long-term value rather than chasing short-lived fads.

Can you share a success story that highlights Danfo Media’s impact?

One of our favourite success stories is from a local skincare brand we worked with. They had great products but struggled with visibility and sales. Through a combination of targeted social media ads and a revamped content strategy, we helped them increase their Instagram following by 300 per cent within three months. More importantly, this translated into a 150 per cent increase in online sales. The owner was thrilled, not just because of the numbers but because she could finally see her hard work paying off. That’s the kind of transformation we aim for with every client.

What advice would you give to small businesses still hesitant about digital marketing?

Start small, but start now. Even something as simple as creating a consistent posting schedule on social media can make a big difference over time. You don’t need a huge budget to get started—just a clear focus and a willingness to experiment. And if you’re feeling overwhelmed, seek help. At Danfo Media, we offer free initial consultations because we believe that clarity is the first step towards success. Digital marketing doesn’t have to be intimidating. With the right guidance, it can be a powerful tool for growth.

What role does storytelling play in digital marketing?

Storytelling is everything. In a crowded market, facts and features alone won’t make your brand stand out. What resonates with people is the story behind your brand—why you started, the challenges you’ve overcome and the value you bring to your customers.

For instance, we often encourage clients to share personal anecdotes or highlight the human side of their business. A bakery might share the story of their founder’s passion for baking, while a fitness brand could showcase real customer transformations. Stories build emotional connections, and emotional connections drive loyalty.

How do you measure the success of a digital marketing campaign?

Success isn’t always about likes or followers. While those metrics can be helpful, what really matters are conversions, engagement and overall brand growth. For example, if a campaign leads to increased website traffic or higher sales, that’s a clear sign of success. We use tools like Google Analytics and social media insights to track performance. More importantly, we always tie our metrics back to the client’s specific goals. If their aim is to boost local visibility, we’ll focus on metrics like reach and foot traffic rather than just online interactions.

What’s next for Danfo Media?

We are looking to expand our services to include more educational resources, like workshops and online courses for small business owners. We’ve realised that many entrepreneurs want to be more hands-on with their digital marketing but lack the knowledge or tools to do so. Our goal is to bridge that gap by empowering businesses to take control of their online presence while still offering our expertise for more complex projects. It’s all about growth—both for us and our clients.