"How much does digital marketing cost?"
It's the question every business owner asks, and the answer they usually get is frustrating: "It depends."
That's technically true, but it's not helpful. So let me give you real numbers — actual pricing ranges you can expect when hiring for digital marketing services in 2026.
I'm going to break down costs for Nigerian businesses (in Naira) and international clients (in USD). These are based on current market rates and my experience working with both.
Social Media Management
This is what most people mean when they say "digital marketing." It includes content creation, posting, and community management.
| Service Level | Nigeria (Monthly) | International (Monthly) |
|---|---|---|
| Basic (1 platform, 12 posts/month) | N100,000 - N200,000 | $300 - $600 |
| Standard (2-3 platforms, 20+ posts/month) | N250,000 - N500,000 | $800 - $1,500 |
| Premium (Full management, strategy, reporting) | N500,000 - N1,000,000+ | $1,500 - $3,000+ |
What affects the price:
- Number of platforms managed
- Content complexity (graphics vs. video vs. both)
- Posting frequency
- Whether community management (replying to comments/DMs) is included
- Reporting depth and frequency
Paid Advertising (Facebook, Instagram, Google Ads)
This is the cost of someone managing your ad campaigns — separate from your actual ad spend.
| Ad Spend (Monthly) | Management Fee (Nigeria) | Management Fee (International) |
|---|---|---|
| Under N500,000 / $1,000 | N75,000 - N150,000 | $300 - $500 |
| N500,000 - N2,000,000 / $1,000 - $5,000 | N150,000 - N300,000 | $500 - $1,000 |
| N2,000,000+ / $5,000+ | 15-20% of ad spend | 10-15% of ad spend |
Important: Management fee is separate from ad spend. If you have a N500,000 ad budget and pay N150,000 for management, your total monthly cost is N650,000.
What affects the price:
- Number of campaigns and ad sets
- Platforms (Facebook/Instagram is cheaper than Google Ads)
- Campaign complexity (retargeting, lookalike audiences, etc.)
- Reporting and optimization frequency
Website Design & Development
Website pricing varies wildly. Here's what you should expect:
| Website Type | Nigeria | International |
|---|---|---|
| Landing Page (1 page, lead capture) | N150,000 - N300,000 | $500 - $1,000 |
| Business Website (5-10 pages) | N300,000 - N800,000 | $1,000 - $3,000 |
| E-commerce (online store) | N500,000 - N2,000,000 | $2,000 - $10,000 |
| Custom Web Application | N1,500,000+ | $5,000 - $50,000+ |
What affects the price:
- Number of pages
- Custom design vs. template
- E-commerce functionality
- Integrations (payment gateways, CRM, etc.)
- Content creation (copywriting, photography)
Content Creation
If you're outsourcing content separately from full social media management:
| Content Type | Nigeria (Per Piece) | International (Per Piece) |
|---|---|---|
| Social media graphic | N5,000 - N15,000 | $20 - $50 |
| Short-form video (Reels/TikTok) | N20,000 - N50,000 | $50 - $200 |
| Blog post (1,000+ words) | N30,000 - N80,000 | $100 - $300 |
| Professional video production | N100,000 - N500,000+ | $500 - $5,000+ |
Email Marketing
| Service | Nigeria (Monthly) | International (Monthly) |
|---|---|---|
| Basic (4 emails/month, template-based) | N50,000 - N100,000 | $200 - $400 |
| Advanced (Automation, segmentation) | N150,000 - N300,000 | $500 - $1,000 |
Note: This doesn't include the cost of email marketing software (Mailchimp, ConvertKit, etc.), which typically runs $20-$300/month depending on your list size.
SEO (Search Engine Optimization)
SEO is a long-term investment. Expect to commit for at least 6 months to see results.
| Service Level | Nigeria (Monthly) | International (Monthly) |
|---|---|---|
| Local SEO (Google Business, local rankings) | N100,000 - N200,000 | $300 - $500 |
| National SEO (broader keyword targeting) | N250,000 - N500,000 | $1,000 - $2,500 |
| E-commerce SEO | N400,000 - N1,000,000 | $1,500 - $5,000 |
How to Know If You're Paying Too Much (or Too Little)
Red flags that you're paying too little:
- Promises of instant results
- "Guaranteed" rankings or followers
- No clear deliverables or reporting
- Can't show past work or results
Red flags that you're paying too much:
- Vague scope of work
- Long contracts with no performance clauses
- Charging for things you can do yourself (like posting pre-made content)
- No measurable KPIs
What Should You Actually Budget?
Here's a realistic starting budget for a small-to-medium business serious about digital marketing:
Nigeria: N300,000 - N700,000/month
International: $1,000 - $3,000/month
This gets you a combination of social media management, some paid advertising, and basic content creation.
If that's too much right now, start smaller:
- Focus on one platform
- Create content yourself, hire for strategy
- Start with a smaller ad budget and scale as you see results
The Bottom Line
Digital marketing is an investment, not an expense. The question isn't "how much does it cost?" but "what return can I expect?"
Good marketing pays for itself. If you're spending N500,000/month and generating N2,000,000 in revenue from it, that's a 4x return. That's the goal.
The businesses that win are the ones who invest consistently, track their results, and adjust based on what's working.
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