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After Building Comes Marketing

After Building Comes Marketing
Image Captured by yours truly - Still learning to take better ones

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This year, my goal is to launch between 3 to 5 products, both digital and physical, some for clients under Cre8fast, and some for myself. Under PASTE, we’ve already launched PASTE Commit and PASTE Future of Work, and we’ve started building our AI. We are about to Launch PASTE Studio Cohort 2026.

Everything felt exciting at first. New ideas, new launches, new energy. But at some point, excitement wears off, and you start asking real questions, where is the revenue coming from?

Currently, PASTE Corporate and PASTE Studio are the only entities capable of generating revenue. Most of the other products we’ve launched are mainly for community building and awareness. And as a product architect, marketing is honestly one of the most challenging parts for me, it’s not something I’m naturally familiar with.

Now, as a founder, you don’t have a choice. You must care about marketing.

There is joy in building, but sometimes we forget the real reason we started, to solve problems, grow, and scale. Making decisions around how to sell is one of the hardest parts of being a founder.

Thankfully, AI helped me think clearly. With time, research, and a lot of trial and error, my team and I are now actively working on how to market our products.

Here are some of the approaches we’re using, and others we’re considering, which I think you should consider too.

Social Media Ads

This is the most common way of getting traction. Social ads, search ads, landing pages, email campaigns, everyone starts here. It works, but let’s be honest, it can also get very expensive very fast.

Social Media Ads, as we know it helps you test messaging, understand what people respond to, and collect data. The key is not to spend blindly. Start small, test often, and only scale what works. It's powerful, but without clarity, it can burn money. And whenever I do this, I only do it to collect data, and create awareness.

Founder-Led Marketing

This one is personal to me. As a founder, I decided to talk about PASTE every day, online and offline. Anywhere I find myself. Conversations, events, social media, everywhere.

We’re also planning to share some merch soon. I’m currently thinking of a really cool souvenir. While using my social platforms to talk about PASTE, whenever I step out to go somewhere, I make sure at least one person checks us out. If they do, they get a souvenir.

We’re also looking to partner with a company for the souvenir itself. That way, it’s a win-win for both brands. Founder-led marketing works because people trust people more than logos. When you talk about what you’re building with honesty, it connects deeper.

Social Media Influencers

This is one of the most promising ways to get leads, and also one of the most expensive.

Oh, and yes… we haven’t made a dime yet since launching PASTE. I’ve been funding everything through my freelance product lab (Cre8fast), currently registered under Afribreath LTD. So, PASTE is pre-revenue at the moment, but this is part of the process.

Influencer marketing works. I have read stories of how founders and entrepreneurs use influencer marketing to get leads that directly convert into paying customers. And this method, in fact, is perfect for founders that needs daily active users. I once emailed an online comedian, and his offer started at ₦4.5m. I was like, omo… even if I had that kind of money, I wouldn’t put it into just one marketing channel. I like to diversify first, then go deep on one method later.

That said, I know I would get my money’s worth because he has the exact audience I need. So I decided to keep him in view for later this year, or even next year. Even if his prices increase, I won’t mind.

The good news is that there are affordable influencers. Some start from ₦50k, ₦100k, ₦200k. The most important thing is not views or likes, it’s who is watching. Take your time to study these creators. Make sure their audience is truly your audience. That’s where the real value is.

Billboards & Tech Media

I recently saw an Instagram ad for a startup doing indoor digital billboards, and it caught my attention. Their website is trygetseen.com. Their ads start from as low as ₦8,000 per day, which is honestly a great deal.

They display ads in restaurants, gyms, cinemas, lounges, bars, and co-working spaces. And we both know these are places people visit often. Your target audience is already there.

Outdoor billboards are very expensive, but they work. If you can afford them, go for it.

Tech media is another great option. PR and publicity agencies offer placements starting from ₦30k – ₦50k upwards. You can search for PR agencies on Instagram. Platforms like Techpoint and others are also worth checking out.

Newsletters

Newsletters are powerful, especially when they are founder-led. When founders write, it doesn’t feel like marketing. It feels like a conversation. You get to share what you’re building, what you’re learning, what’s working, and what isn’t. People connect with that honesty. Over time, trust builds, and trust converts.

Video Marketing

This is one method I haven’t tried yet, but I’ll definitely be exploring it. Video works. Short videos, ads, and explainers help people understand your product faster. If you’re not comfortable showing your face (like me... lol!), you can work with media companies. They can create these videos for you, and you can use them for ads and campaigns without being on camera yourself.

Final Thoughts

This article isn’t about giving instructions. It’s me sharing what I’m doing, what I’m learning, and what I’m still figuring out.

Building is just the first step. Marketing is what keeps the product alive. You don’t have to do everything at once. Start where you’re comfortable, test slowly, and improve as you go.

Nothing should stop you from pushing your ideas into the world, not fear, not money, not lack of experience. We’re all learning as we build.

Resources & Platforms Mentioned

    Indoor & Outdoor Advertising

  • GetSeen – https://trygetseen.com
    Indoor digital billboards in restaurants, gyms, cinemas, lounges, bars, and co-working spaces.
  • Traditional Outdoor Billboards
    Expensive but effective if you can afford them. Best used when you already have traction and clear messaging.

    Tech Media (Nigeria)
    These platforms help with visibility, credibility, and storytelling around your product or startup:

  • TechCabal – Deep tech stories, founder interviews, and ecosystem coverage
  • Benjamin Dada – Founder-focused tech journalism and product stories
  • Condia – Product launches, startup stories, and ecosystem updates
  • Disrupt Africa – Africa-wide startup and funding coverage
  • BusinessDay (Tech Section) – Corporate and startup visibility
  • Nairametrics (Tech & Startup Coverage) – Business and tech exposure
  • Technext24 – Tech news and startup features

    • Most of these platforms work directly or through PR agencies, and pricing usually starts from ₦30k–₦50k upwards, depending on placement and depth.

    PR & Publicity

  • Renee PR
    A strong option for startup PR, product launches, media placements, and brand storytelling. Especially useful if you don’t want to handle outreach yourself.
  • Instagram PR Agencies
    Many agencies operate fully on Instagram. Search terms like “startup PR Nigeria” or “tech PR Africa”. Always review their past work before committing.

    Influencer Marketing

  • Direct outreach to creators on Instagram, X (Twitter), Threads, TikTok
  • Focus on audience relevance, not just views or likes
  • Pricing ranges from ₦50k to millions, depending on reach and niche

    Newsletters

  • Founder-led newsletters (Ghost, Substack, self-hosted)
  • Best used for storytelling, updates, and long-term trust building