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What’s working Conference

Marketing in 2023: Dos and Don’ts

For you, today is the first day of a successful new year.

Not because it’s New Year’s day, but because you clicked this link. And because the information contained in this post is going to help you with your 2023 marketing strategies.

It is bound to transform your marketing efforts in the new year and beyond if adhered to.

You see, digital marketing is the fastest-rising marketing medium in the world. Whether it is social media marketing, email marketing or long-form content marketing via blog posts and technical writing, product marketing or growth marketing, the world is shifting bases towards grabbing a controlling stake in the digital world.

With so much competition for the attention of a few, most of who already have brands they trust to do business with, what then, are your chances?

Why digital marketing?

The fact that this question has to be answered in this day and age shows you how much of an evolution it has undergone since it first became recognised as a marketing medium.

When it was first introduced, it was unilaterally defined then as the process of creating awareness for a brand online to generate leads that become clients or paying customers.

The definition has not changed much since then, but now, there are a lot of other factors to consider.

Factors like where your consumers are (what platforms they spend time on the most), what they interact with online (what kinds of content they consume), their general likes and dislikes, and their thoughts about certain products and/or services are key considerations in digital marketing efforts.

Now, digital marketing is not only focused on marketing a brand to customers but BUILDING relationships between customers and brands.

Your 2023 marketing strategies must focus on building a relationship between your customers and your brand.Do this, and you will have loyal paying customers in no time.#WWConference3 Click To Tweet

This sounds like a lot of work, right?

But if you are reading this, you know that the effort put into digital marketing is nothing compared to the effort put into traditional marketing.

And this is why it is the fastest-rising marketing channel because small businesses – all 332.99 million of them, according to 2021 data – and startups are making this their primary marketing effort.

Marketing Dos and Don’ts

DOS: Work twice as hard to develop a brand voice and identity

The reason this helps you become successful is that it makes people aware of your brand even if you’re not doing anything big.

Take telecommunications giant MTN for example.

Their yellow branding has become so iconic, that it is now memed with reference to them. So has their tagline, “Everywhere you go.”

They do not need to do any major advertising with such a standout identity and voice because they are ingrained in the subconscious minds of millions of Nigerians.

Another example is the fashion brand Ugo Monye.

The groundbreaking designer broke the internet with his agbada collection back in 2018 and has now become a reference point for fashion enthusiasts when it comes to agbada fashion.

Most of your marketing efforts will depend on this one thing, so give it ample time as you come up with your 2023 marketing strategies.

Standing out as a brand in the vast, endless ocean that is social media is difficult, but the easiest way is to spend time in developing a brand identity that is unmistakeably you.#WWConference3 Click To Tweet

DON’TS: Don’t fuel digital fatigue

Sabinus is currently one of the best skit makers in the country. For that reason, a lot of brands want to work with him.

One brand gives him a brief. You watch his skit advertising that brand, and you laugh. You also take note of the brand.

Two days later, you see Mr Macaroni doing a skit advertising the same brand. You laugh, because the skit is funny, and you recall that you had seen the same brand in Sabinus’ skit.

A few hours later, Taaooma’s skit comes on your feed, and there is the same brand, again. The loud laughter that you were cooking in your belly is suddenly seized and only a slight chuckle comes out.

You keep scrolling, and you see the same brand advertising on their own social media handle.

If you spend time on social media, you can relate to the above.

What was just described is called Digital Fatigue.

It is true that people are spending loads more time on their phones, so it is important that you market to them on mobile. But, if you keep bombarding them with the same thing, you will lose them before you even get them.

The fastest way to lose customers and traction?Bombard them with similar content.#WWConference3 Click To Tweet

DOS: Focus on features

Now, there is one way to get Sabinus, Mr Macaroni and Taaooma all talking about your brand and make it seem fresh.

Take a small fashion brand that makes different articles of clothing for men, women and children for example.

Sabinus could market to the men, Mr Macaroni to the women, and Taaooma to the children. That way, you pull the attention of people, who will more than likely seek out your brand’s social media or website to see all that you have to offer.

If you are a brand that creates a digital product, for example, a SaaS brand, focus on one or two solutions that your product offers AT A TIME. Use that to draw people in and show them the full range of what your product can do.

For this, you will probably need the services of a product marketer and as time goes on, a growth marketer.

DON’TS: Ignore content marketing at your own risk

You may think, “I only make and sell clothes. Why do I have to create so much content?”

The truth is, you don’t.

If you want to be one of the brands people tune out instinctively, that is.

You see, whether in your 2023 marketing strategies or in your 2024 marketing strategies or even in your 2029 marketing strategies, the role of content marketing cannot be overemphasised.

This is because:

  • Content marketing shows customers the true value of doing business with your brand or what they stand to gain by buying your product.
  • Content marketing helps you build the relationships that are key to getting loyal paying customers
  • Content marketing helps to show your knowledge of the problem the customer had before seeking your brand or product out as the solution.
  • Content marketing sets you apart from your competition
  • Content marketing is the base of every marketing effort, traditional or digital.

If you take the time to make a video explaining the process behind a piece of clothing you put out, or a video showing how to style it, or take the time out to write a blog post on the best outfit to wear to different events while showing off your creation, not only will your social engagement increase, but your brand will become a go-to brand.

Know What’s Working

There are a few more marketing dos and don’ts that you need to know as you prepare your 2023 marketing strategies to increase your chances of success in the new year.

The EZGrowthSchool What’s Working Conference 3 is the best place to learn all about them.

With an amazing speaker lineup from SaaS startups, fintech, small and medium scale businesses and veterans in the growth and marketing space, there is a big bank of information that you are going to be accessing.

Don’t miss the opportunity to scale ahead of next year.

Click here to request more information on the biggest conference yet.

What’s working Conference

What is the What’s Working Conference?

Imagine this scenario.

You’ve worked as a sales person for most of your life. Your methods work. You’ve got the charm and charisma to go with it.

Then a younger sales person comes and steals your shine. You go from being the “top dog” in your organisation, to becoming the “has been”. Your charm and charisma can only get you laughs and comments like, “I’ll think about it.”

Yeah. It is pretty depressing to think about.

Now imagine you paid attention to what’s working at every point in time.

EZGrowthSchool What’s Working Conference: The “Why”

Equilibrium Zone was founded to tackle this problem and EZGrowthSchool is one of its many vehicles to drive this solution home.

Then again, it is one thing to train the next generation of growth managers and marketers, and it is another thing to send them into the world without knowing what’s working.

And so, the What’s Working Conference was conceived. As to how it was born, we are really proud of that story.

Every webinar host, course creator and coach teaches the basics.But many fail to show the people learning under them what's working.#WWC3 #ComingSoon Click To Tweet

The principal of EZGrowthSchool, Oluwamayowa Oshidero, thought it would be a brilliant way to close out each cohort.

The school would both equip them with the basic techniques and help them develop their minds to be able to think critically in the industry. But before they go, they would liaise with industry experts to learn directly from their experiences on what is and what isn’t working.

The first conference planned, executed and hosted by the members of the January 2022 cohort, was rolled out to great success. Speakers from Nigeria’s fastest rising tech startups and industry giants were present at the conference, held virtually, to speak to the members of the cohort and hundreds of invitees.

The feedback was incredible and what could have been a one time thing, became a series.

EZGrowthSchool What’s Working Conference: The “When”

So far, the EZGrowthSchool What’s Working Conference has been hosted at the end of every cohort.

The first conference happened on April 18, 2022 with the keynote topic being, “What’s Working: Staying ahead of the curve”. The session was handled by Olabinjo Adeniran, a tech marketing, crypto and venture capital guru. It wrapped up the January cohort of EZGrowthSchool.

The next cohort happened on July 30, 2022 with the keynote topic being, “Proven techniques that guarantee effective growth results”. The session was handled by Milton Tutu, the growth and marketing manager at Selar. It wrapped up the April cohort of EZGrowthSchool.

Because we are all about delivering value, we compiled the sessions into podcast episodes. You can find the sessions from both conferences here.

EZGrowthSchool What’s Working Conference: What to expect

Now, you have a general feel of what the conference is about, You’ve seen the speakers who have interacted with our students and the invitees.

But you are still wondering what you stand to gain. “I’m sure it’s more of the same,” you may be thinking.

Here’s what to expect from What’s Working Conference 3.

Industry experience – Every speaker is industry vetted. They have tried, failed and succeeded at many things to get to where they are. They will come to share actionable strategies that they discovered from years of research and engagement for you to learn from.

Industry insight – It’s not called the “What’s Working Conference” for nothing. Each experience is backed up with data, case studies and references for your personal research. You learn from the experiences shared in the sessions, and you see the data gathered from those experiences which you can pull from to equip your personal arsenal with.

Community – The conference may end with the last speaker, but it does not end as you will gain access to periodic updates on What’s Working through our comprehensive newsletters, with input from our speakers.

EZGrowthSchool What’s Working Conference 3

It’s almost time for the next What’s Working Conference and we cannot wait to unveil the speaker lineup!

Follow us on Facebook, Instagram, Twitter and LinkedIn to keep up with us and the upcoming conference.

And if you want real time information, sign up for our newsletter to get all the inside information straight to your inbox!


Product Marketing Case Study-Uber

The Secret to why it is one of the fast-growing startups in this present age

Today, we’re going to be looking at a unique company.

One that has come through for us in many moments of need for a small fee which, compared to the solution it has provided, seems like a giveaway.

Today, we’re going to be taking a peek into Uber, and how they became the giants they are now.

You’re sure to learn a thing or two, so read on with your eyes peeled and your senses attuned!

About Uber

Uber is a private company based in San Francisco, California that provides transportation facilities online through its website or mobile app. The company was founded in 2009 by Garrett Camp and Travis Kalanick, both Silicon Valley big boys who thought that they really didn’t need to drive around all the time.

The available solutions which involved sitting or standing and waiting at a stop under rain, snow or shine to get a cab was not doing it for them. And so they thought, “Why not build something that solves this?”

And the solution they came up with was an app that allowed everyone to sit in the comfort of their homes or offices and call a cab using their smartphones.

It was innovation at its finest and many years later, it has a huge consumer base with around 100 million users!

But at first, it didn’t really take off as they expected.

So, what did they do?

Uber’s Marketing Strategy

At first, they marketed their product by telling others in their network. Word of mouth marketing, so to speak.

It went really well for them, as their reputations preceded them and whatever products they both built or had been involved in individually or as a team had come to be trusted.

As time went on, they leaned into social media and worked it so well that Uber became a household name. Uber’s so popular now, that even smartphones suggest it when using their keyboards!

Amazing work, right?

But that’s just the small bit.

Because this is a product marketing case study, let us analyse Uber’s marketing strategy carefully. And to do that, we are going to be using the Marketing Mix formula, also called the 4 P’s of marketing. They are:

  • Product
  • Price
  • Place
  • Promotion

Marketing Mix is a tactic used by any business company to promote their product or services, reach out to the customer and create a strong market position. Click To Tweet

Product Strategy of Uber

Camp and Kalanick have gone through several stages in their product development and have now finally settled on three major services the business offers through the app.

These services are:

1. Uber Ride – This provides transportation services through which anyone can travel to any location by booking a cab with a few clicks. The company ensures the safety and hygiene of the cabs.

2. Uber Eats – The company also provides food delivery services by which you can order food and get it delivered to your place from your favourite restaurants with a minimal delivery fee.

3. Uber Freight – In this Uber provides a parcel transportation service, by which you can send any kind of parcel with different customizable packings anywhere.

All these services are available in a single app that is user-friendly and easily accessible.

Pricing Strategy of Uber

As Uber became a global product, the founders knew that their pricing for the United States of America, where the app was conceived and built, would create adaptation problems for them in the other regions of the world they were expanding to.

And so, they applied Marketing 101 knowledge: Price according to who you’re serving.

Many businesses fail because they believe in a uniform price. But this is a trick most global businesses operate on and it is exactly why they are global even with the unstable economic situation of the world.

Uber  defines its prices according to the country and the area it is working in. It has different charges for every country.

There are several kinds of cabs available of different sizes for every number of customers and the prices are charged accordingly. The prices also fluctuate with demand-supply conditions and premium charges are collected in peak hours.

Place and Distribution Strategy of Uber

Uber has expanded and is still expanding its services in different regions. It provides its services across the world in over 40 countries and 700 plus cities. They distribute their services through their websites and mobile apps that are available both on Android and iOS platforms.

You can request rides and meals at any place by just a tap and you can easily track your orders from the app.

The app also has a customer support system, where customers can post any kind of complaints or difficulties faced.

Promotional Strategy of Uber

This is where it gets really interesting.

Remember we learnt that Uber was first marketed using word of mouth? And that, as time went on, it worked social media to its benefit?

They did not stop there, of course!

They have tried many other attempts to promote the brand and grab the attention of customers. Some of these strategies failed, while some succeeded. Among those ones that succeeded, some took quite some time to yield results.

And herein lies the first teachable moment.

Uber relied heavily on data to keep going with some of their promotional efforts. If they had baulked at the possibility of a failed marketing effort, some of these would have stalled their progress by a few years. Product Growth Marketing is data based and it is this data that leads to creating the product that customers would enjoy using.

Among the efforts which took time to yield results were their referral program, where free rides and coupon codes were provided for existing users who helped them acquire new customers to get discounts of up to 25% on Uber trips.

After some time, that marketing effort yielded the results the founders wanted and it became one of Uber’s most popular promotional tools. They essentially converted their customers to marketers who employed word-of-mouth marketing just so they could get free rides and discounts on their next trip.

Since then, Uber doesn’t spend much on advertising. All they do is roll out new offers and features, and the customers do the rest.

There’s also the occasional promotional stunt, of course. What’s a brand without them?

Now that we have seen the Marketing Mix in action for Uber, let us take a look at some lessons from their product marketing process, shall we?

Lessons learnt from Uber Marketing Strategy

Uber created a winning solution: Uber founder Travis Kalanick saw a problem with the way cabs were hailed and created a new way to solve it with a unique solution. Him and his co-founder reimagined the taxi experience to make it more attractive, seamless, and convenient for everyone involved.

The biggest foundational element of creating a winning marketing strategy is to have a winning product or service — unlike anything anyone else has seen before.

Uber connected a great team with a sizeable market: Kalanick understood the importance of having a strong project manager, so his first step before launching the business or thinking about a marketing campaign was to align himself with the right person for the job.

They got the funding they needed: Uber would not be the massive success it is today without capital. It is going to be a lot harder to orchestrate successful marketing campaigns without proper funding.

In its first round of funding, Uber raised $11 million from backers. Today, Uber has funded over 22 rounds of funding for a total of $24.2 billion. The first $11 million was raised in 2010.

Uber knows their customer base: Uber knows their target audience and as a result of that, they were able to effectively market to them.

Uber understood the needs of both their riders and drivers and was able to create effective,  innovative marketing strategies to meet the needs of both sets of people.

For example, Uber focused on marketing Uber Eats during the Covid-19 pandemic. In the United Kingdom, the company also befriended the community by carrying out a campaign that focused on praising the work of frontline healthcare workers with their campaign #GratefulUK. The campaign involved offering healthcare workers free rides and meals and it led to more downloads and rides completed for them.


Now, Uber is expected to generate an astonishing $10 billion in revenue a year, despite growing competition from alternative ride-sharing companies such as Lyft.

And with its impressive Product Marketing, Given current trends, it is expected that the company will continue growing over the next few years.

Sign up for our Product Marketing Crash Course and get many more in depth case studies like this to arm yourself with the knowledge to sell to TODAY’s customers.

Click the link to grab yours now.

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