By Maryam Adejoke Bamiro
* Abdulhadi Durodola urges entrepreneurs to combine traditional networks with digital tools
The Co-founder of Ascent Tech Hub, Mr Abdulhadi Durodola, has urged informal and small-scale business owners to adopt practical marketing strategies and digital tools to expand their reach, attract customers and build sustainable enterprises.
Durodola gave the advice while delivering a lecture titled “Innovation, Digital Tools and Market Expansion for Women Entrepreneurs” at the Al-Mu’minaat (The Believing Women) Organisation, Lagos State, Annual State Entrepreneur Seminar held on Sunday, September 27, 2026, at the Dawah Centre, TMC Street, Ijesha, Surulere, Lagos.
Speaking through his marketing playbook, “From the Streets to the Digital World,” published under Durodola.Africa, he explained that marketing is not limited to advertising but involves connecting people, products and opportunities.
“Marketing connects people, products and opportunities,” Durodola said, adding that “simple strategy plus real people equals bigger possibilities.”
1. Brand marketing
Durodola identified brand marketing as a way for businesses to build trust, identity and recognition. He said entrepreneurs should pay attention to positioning, visual identity, storytelling and reputation because customers need to understand what makes a business distinct.
2. Design and creative
He said good design helps businesses communicate clearly with potential customers. This includes graphic design, copywriting, advertising materials and the presentation of products and services.
For informal businesses, he said clear signs, pricing, product presentation and attractive promotional materials can make it easier for customers to understand what they are buying.
3. Content marketing
Durodola described content marketing as the use of useful information to educate, inform and inspire potential customers.
He encouraged entrepreneurs to create content that answers customers’ questions, demonstrates expertise and builds trust rather than simply promoting products.
4. Social media marketing
He identified social media as a major channel for engaging customers, building communities and driving action.
According to him, platforms such as WhatsApp and other social networks can help informal businesses showcase products, respond to enquiries, receive orders and maintain relationships with customers.
5. Video marketing
Durodola also highlighted video as a powerful way to show, explain and promote products and services.
He said entrepreneurs could use short videos, product demonstrations, behind-the-scenes content and explanatory videos to make their businesses more visible and easier for customers to understand.
6. Influencer marketing
He said businesses could work with trusted and relevant influencers to reach new audiences and strengthen referrals.
He noted that influencer marketing could also involve referral arrangements and affiliate commissions where appropriate.
7. Search engine marketing
Durodola encouraged entrepreneurs to make their businesses easy to find when potential customers are searching for relevant products or services.
He highlighted local search tools such as Google Maps, search engine optimisation, Google Ads and keyword research as ways businesses can improve their online visibility.
8. E-commerce and marketplaces
He identified e-commerce and online marketplaces as another channel through which informal businesses can move from product discovery to purchase.
Durodola said entrepreneurs should pay attention to product presentation, easy payment processes and customer experience when selling through digital marketplaces.
9. Email marketing and automation
He said email marketing could help businesses nurture potential customers and build long-term relationships.
Newsletters, lead-nurturing messages and automated campaigns, he explained, can help entrepreneurs remain connected with customers beyond individual transactions.
10. Public relations
Durodola identified public relations as a means of building credibility and earning public trust.
He highlighted media relations, thought leadership, events and press releases as tools businesses can use to communicate milestones, achievements and useful stories to wider audiences.
From the streets to the digital world
Durodola said the shift from traditional markets to digital platforms should not mean abandoning the personal relationships that have traditionally sustained informal businesses.
Rather, he encouraged entrepreneurs to combine existing relationships and market knowledge with digital tools to reach wider audiences.
He explained the customer journey as “The Market Footpath”, comprising five stages: Awareness, Interest,
Consideration, Conversion and Loyalty.
According to him, businesses need to guide potential customers through these stages rather than focus only on making a sale.
Four pillars of effective marketing
Durodola further grouped the marketing approach into four pillars: Right Message, Right Audience, Right Channels and Right Strategy.
He said the right message involves content, design and public relations, while reaching the right audience can involve social media and influencers.
The right channels could include Google Maps, online marketplaces and social platforms, while the right strategy involves tools such as marketing funnels and automation.
He said combining the different channels and pillars could help informal businesses improve visibility, engagement, customer acquisition and long-term growth.
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