We were on our way to a speaking engagement, my friend driving, conversation flowing. Somewhere between the traffic lights and the open road, he asked me a question that stopped me mid-thought:
“OJ, if you had to choose, what’s the number one marketing tool for an entrepreneur today?”
It’s a question with layers — especially in our African context. For decades, marketing meant traditional media: newspapers, radio, and TV. Then came the digital revolution, changing everything.
Someone once told me, “A book is the ultimate marketing tool.” I respect that perspective. Publishing your story — your values, your expertise, your journey — can position you as a credible authority. Books build legacy, and in reading cultures like the U.S. or U.K., they open doors.
But here’s the truth we must face in Africa: our reading culture is still developing. Only a small percentage of our population actively buys and reads books. And if your book isn’t already being sought after, very few will stumble upon it in a bookstore.
That’s why I believe — without hesitation — that your number one marketing tool today is your own website.
Why a Website Beats Everything Else
Social media is powerful, yes. But it’s rented land. Algorithms shift. Platforms rebrand. Accounts get suspended. Your visibility can vanish overnight.
A website, on the other hand, is your digital home. You own it. You control it. It works for you 24/7. And most importantly — it’s where people who matter most will look for you.
If I needed a dentist on Gayaza Road and had no personal referrals, my first move would be Google. And guess who shows up? The people who have positioned themselves through a website and basic search engine optimization.
Last year, I launched my personal website on a small budget. I wasn’t expecting miracles — I just wanted visibility. Months later, a client from Bahrain found my site, loved my presentation, and hired me to upgrade theirs. That single job paid me 10 times my initial investment in the website.
My books have influenced lives — but my website has consistently generated income, leads, and opportunities.
For Young Entrepreneurs & Builders
If you’re starting out, you might be thinking, “I’m on Facebook, Instagram, TikTok — isn’t that enough?”
No. Those platforms can disappear or hide your content. Your website remains. It can become your digital powerhouse, hosting your products, sharing your expertise, attracting clients, and creating multiple streams of income.
Even if you’re a farmer deep in the rural areas, you can use a website to market your produce to a global audience, breaking free from borders, intermediaries, and limitations.
General Museveni once said, “As long as Africans are producing from the garden to the mouth, wealth creation is far away.” A website allows you to move from a purely local market mindset to a global one — without leaving your farm.
The future is digital. And the best time to start building your digital home was yesterday. The second best time? Today.