Reported by Weng Patrick Atokor l Journalist at Weng Global
The Lagos State Employment Trust Fund (LSETF) has partnered with Canva to equip 5,000 businesses in Lagos with digital marketing, branding and artificial intelligence skills, in an initiative aimed at helping small businesses strengthen their online presence and improve their marketing capabilities.
The partnership will provide participating micro, small and medium-sized enterprises (MSMEs) with training in content creation, digital design and AI-powered marketing tools. According to information published by LSETF, the initiative is designed to help businesses develop professional marketing materials and use digital platforms more effectively.
The programme comes as businesses increasingly rely on online visibility, social media engagement and digital content to reach customers and compete in the marketplace.
Training to Focus on Digital Marketing and Artificial Intelligence
The training will cover digital content creation, branding, design and the use of artificial intelligence in marketing. Participants are expected to gain practical skills for creating promotional materials, developing consistent brand identities and producing content for different audiences.
The programme is also expected to introduce participants to Canva’s design tools and templates, enabling business owners to create materials such as advertisements, presentations and social media graphics.
For small businesses with limited resources, these skills could make it easier to produce marketing content without relying entirely on external designers for routine promotional work.
The use of AI-assisted tools may also help entrepreneurs generate content ideas and streamline some design tasks. However, the effectiveness of these tools will depend on how businesses apply the training to their individual products, services and target markets.
Partnership Targets 5,000 Businesses
The initiative aims to reach 5,000 Lagos businesses, reflecting the partners’ focus on expanding access to practical digital skills among entrepreneurs.
A partnership announcement shared by LSETF officials also highlighted access to training in content creation, design, AI-powered marketing tools and digital materials, alongside three months of Canva Pro access for participating businesses.
The initiative is intended to support businesses across sectors that depend heavily on visual presentation and customer engagement, including food, fashion, hospitality, entertainment and retail.
These industries often rely on promotional campaigns during busy trading periods, making digital marketing skills particularly useful for businesses seeking to attract customers and communicate their products more effectively.
Why Digital Skills Matter for Small Businesses
Small businesses are an important part of Nigeria’s economy, providing employment and supporting commercial activity across different sectors. However, many entrepreneurs face challenges in developing professional branding, reaching wider audiences and maintaining a consistent online presence.
Digital marketing can help businesses showcase products, communicate with customers and promote their services beyond their immediate locations. AI-assisted design tools may also make some content-production tasks more accessible to business owners who lack specialised design experience.
Nevertheless, access to technology does not automatically translate into higher sales or business growth. Entrepreneurs must also consider product quality, pricing, customer service and the needs of their target markets.
The outcome of the LSETF and Canva partnership will therefore depend on whether participating businesses apply the skills they learn and continue using digital tools beyond the training period.
LSETF’s Enterprise Development Efforts
Established under Lagos State’s Employment Trust Fund Law of 2016, LSETF supports employment creation and enterprise development in the state. Its activities include initiatives aimed at improving access to finance, skills development and business opportunities.
The partnership with Canva adds digital marketing and AI-assisted content creation to the range of skills being promoted through business-support initiatives.
For Lagos entrepreneurs, the programme presents an opportunity to strengthen their digital capabilities and adapt to changing marketing practices. Its longer-term value will depend on the extent to which the training helps businesses improve their operations, reach customers and sustain their use of digital tools.
Weng Global – Stories beyond borders
Sources
- Lagos State Employment Trust Fund (LSETF): https://lsetf.ng/latest-news
- Techeconomy: LSETF and Canva Partner to Equip 5,000 Lagos MSMEs with Digital Marketing Skills.
