A digital business and search engine optimisation professional, Olalekan Alexander Alabi, has underscored the importance of data-driven storytelling and technology in empowering African entrepreneurs to grow their businesses.
Alabi with a vast experience in digital skills is passionate about helping African entrepreneurs succeed and stand out in a world full of brands, and how they can also use tools they already have to attract more customers.
Research shows that 75 per cent of consumers feel that brands should include stories in their marketing, as stories build trust and emotional connections.
According to him, “the secret lies in combining storytelling with data—turning raw numbers into meaningful stories that inspire action.
“While stories are powerful, adding data to them makes them even stronger. Data can help businesses know their audience better, track what works, and make smarter choices.”
Alabi said Africa has always been a continent of storytellers.
“From folklore to music, we love sharing who we are and where we come from. But storytelling isn’t just cultural; it’s also good for business. Why? Because stories connect us. They help people see the heart behind your business. Customers aren’t just buying products—they’re buying trust, values, and the passion you put into your work.
“For example, imagine a local farmer in Ghana. Instead of simply saying, “We sell cocoa,” they tell a story: “Our cocoa beans are handpicked by a family that has worked this land for generations. Every bite of chocolate you taste is part of our legacy.” Doesn’t that make you feel something?”
On how technology makes stories better, Alabi explained that while stories are powerful, adding data to them makes them even stronger. Data can help businesses know their audience better, track what works, and make smarter choices.”
On why SEO and Social Media matter, the tech expert highlighted the importance of SEO, saying SEO is how you make sure your business appears when people search for things online. “For example, if someone searches for “best local restaurants in Abuja,” your restaurant can show up if you’ve optimised your website with the right keywords.”
Alabi said Africa’s future is bright, and its stories are worth sharing, adding that combining the art of storytelling with the power of technology, we can help businesses grow and communities thrive.
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