Startup Diaries: Babatunde Ogunnowo on Building a Digital Marketing Agency from Scratch

In the fast-paced world of digital marketing, standing out requires a mix of passion, strategy, and resilience. For Babatunde Ogunnowo, the founder of Absolute Hearts Media, the journey began long before digital marketing became a buzzword. In this exclusive interview, he takes us through his early struggles, breakthrough moments, and what it takes to build a thriving digital agency in Nigeria.

From Passion to Profession

What inspired you to venture into digital marketing, and how did you identify it as a viable career path?

For Babatunde, the love for digital devices and the internet started early.

“I’ve always been fascinated by digital devices—laptops, phones, tablets, and the internet. My journey into digital marketing began when I realized how powerful the internet was in reaching people instantly. However, I didn’t initially see it as a viable career. It was in my 400-level at university that someone paid me ₦2,500 to promote his business on Facebook. That small payment in 2014 opened my eyes to the fact that digital marketing could actually be a service.”

Carving a Niche in a Saturated Market

In your early days, how did you differentiate yourself in a crowded market of digital marketers?

Breaking into the digital marketing space was no easy feat, but Babatunde knew he needed a unique approach.

“I stayed true to my purpose—helping small and medium-scale businesses leverage the internet for branding and marketing. I focused on this niche, ensuring that my strategies were tailored to business owners who needed guidance in navigating digital platforms. At some point, I also started training others, which further established my credibility.”

Overcoming Trust Issues

Can you share some of the challenges you faced when trying to build your first client base?

Like many entrepreneurs, Babatunde faced challenges in gaining his first set of clients. The biggest hurdle? Trust.

“It’s normal for Nigerians to be skeptical, especially when money is involved. Convincing people to believe in my services was a challenge. The breakthrough came when I successfully delivered results for my first clients and could use those success stories to attract more businesses. It’s all about proving yourself and building a reputation.”

The Turning Point

What was your breakthrough moment, when you realized your digital marketing brand was gaining traction?

While Babatunde started experimenting with digital marketing in 2012, it was in 2017 that things took a sharp turn.

“Registering my agency in 2017 was a game-changer. That was also when I secured major media partnerships, which gave me visibility and traction. Between 2017 and 2018, we experienced our biggest growth, and I knew Absolute Hearts Media was on the right track.”

Balancing Creativity with Data-Driven Strategies

How do you balance creativity and data-driven strategies when working on digital campaigns?

In an industry where creativity and data must work hand in hand, Babatunde emphasizes the importance of both.

“There’s a saying in digital marketing: ‘In God we trust; every other person must bring data.’ Creativity is key, but without data, marketing efforts are blind. I always ensure that my campaigns are backed by analytics, measuring performance and optimizing accordingly.”

Social Media: The Power Tool for Growth

What role has social media played in growing your brand, and how do you approach content creation for your own business?

With the rise of social media, Babatunde leveraged these platforms to grow his agency.

“Social media and email marketing have been our biggest tools. Social media helps in gaining visibility, but also in building trust. Many times, when potential clients are unsure about working with me, I direct them to my social media pages. Seeing consistent, quality content builds their confidence.”

Handling Campaign Setbacks

Can you share a time when a digital campaign didn’t go as planned? How did you recover or pivot?

Not every campaign runs smoothly, and Babatunde recalls a time when a financial service company’s campaign faced a major challenge—trust.

“We were running digital ads, but people weren’t signing up because they didn’t trust the brand. To solve this, we turned to micro-influencers, using them to establish credibility. Once their audience started engaging, we used that data to create targeted campaigns, resulting in increased downloads and signups.”

Advice for Aspiring Digital Marketers

What advice would you give aspiring digital marketers who want to build their own successful brand from scratch?

For those looking to break into digital marketing, Babatunde has some candid advice.

“Passion should be your driving force, not just money. I started in 2011 but didn’t make my first income until 2014. Be ready for the learning curve. Also, digital marketing is not just about Facebook and Instagram ads. True digital marketing involves SEO, email marketing, analytics, and more. Take the time to learn and gain experience, internships and paid jobs are great stepping stones.”

Babatunde Ogunnowo’s journey is a testament to how passion, perseverance, and strategy can transform an idea into a thriving business. As digital marketing continues to evolve, Absolute Hearts Media is proof that with the right approach, the possibilities are endless.

Stay tuned for more inspiring startup stories in our ‘Startup Diaries’ series.