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In this incredible video interview we discover more about Nadeem's entrepreneurial journey and his golden nuggets on marketing your business to increase sales and maximize your brand exposure!This masterclass of an episode reveals things like:-How to grow your business in an economic recession-The secret to working with big corporations and landing high-paying clients-Why you need to always build an exit plan for your business-How to market your business for free using the online-offline strategy

Our CEO, Nadeem Azam, was invited onto Ummahpreneur’s live video series to be interviewed by podcaster Abby El-Asmar yesterday.

Abby is doing a remarkable job in nurturing entrepreneurship in the Muslim community and he holds the interviews to give both established and aspiring businesspeople the opportunity to learn some of the strategies for success from his guests.

In the no-holds-barred interview, followed by a live question and answer session, Nadeem shared, among other things:

  • How to grow your business in an economic recession such as the one we’re going through
  • The secrets to landing high-paying clients and working with major corporations
  • How to market your business for free using the online-offline strategy
  • How to develop the mindset to overcome hurdles in business and life
  • Why you need to always build an exit plan into your business

The feedback from the hundreds of entrepreneurs watching was astounding, with dozens of people posting positive comments on Facebook and elsewhere! They were saying things such as Nadeem’s exuberance, his tenacity against so much adversity and the golden nuggets of practical guidance he had provided had inspired them to redouble their efforts with their own ventures with a greater level of passion and focus.

As an example, Faye Detuyatu Kho from Zamboanga City in the Philippines exclaimed: “This was one of the most powerful interviews I have ever watched. Nadeem, your wisdom and good heart shows immensely during the live broadcast. Thank you Nadeem for being generous with all of us in sharing your knowledge.”

Make yourself a cuppa, sit back and enjoy the interview here:

See more Ummahpreneur podcasts on their website here and follow them on their Facebook group by going here.

Azam Marketing’s boffins have been preparing free and exclusive content to inspire, educate and guide entrepreneurs that we will be publishing in this blog over the coming months. So don’t forget to subscribe via the options available on this page!

How to grow your business in an economic recession such as the one we’re going through

Listen to an engrossing interview with Azam Marketing's Founder and CEO on his journey towards financial freedom below

Happy fiday is a popular podcast series run by New Zealander Dale Jones which shares invaluable information on how to get to the position of F.I.R.E. If you haven’t come across the acronym, it stands for Financial Independence, Retire Early.

Happy fiday has interviewed Azam Marketing’s CEO Nadeem Azam on his journey towards F.I.R.E. In the no-holds-barred broadcast Nadeem talks about his struggle commencing in his teenage years to get to a position of financial independence and spills the beans on strategies listeners can employ to retire early.

Listen to the podcast by pressing the play button on the left side below:

You may also listen to the interview on the happy fiday website here.

Would you like to massively scale your business earnings and retire early? Azam Marketing‘s crack team has got unsurpassed expertise growing businesses large and small, so contact us now to see how we can help!

AMDG. Albert Bridge is a road bridge over the Tideway of the River Thames connecting Chelsea in Central London on the north, left bank to Battersea on the south. Designed and built by Rowland Mason Ordish in 1873. Click here to find out more about this magnificent London landmark on Wikipedia

We apologise for the radio silence of late. Azam Marketing‘s CEO Nadeem updates our readers and lays bare the trials and tribulations of recent years below.

Today is the greatest day of my life (so far).

On this day, the 1st of November 2019, by the grace of God, I have finally succeeded in winning a battle that commenced when I started working in 1981 at the age of nine, a thirty-eight year long campaign.

For the sake of brevity I’m only sharing the most essential highlights of happenings over the last several years, but it is still rather lengthy and I apologise in advance for that; it’s necessitated by the considerable timespan it covers. What happened today only makes sense if I explain its backstory, none of which I’ve put pen to paper about before.

Several years ago I invested the revenues I’d earned from my endeavours over the decades into a very close family member’s business. The agreement was I would put up the money, he would (exclusively) put in the work (into starting a business in a sector he’d worked in for twenty years) and he would pay me a healthy monthly income. It would enable him to pursue a long-held ambition, which I wanted to help him with, and at the same time would provide me with the passive income stream I’ve been striving for my entire life and therefore free me to, at long last, prioritise goals for my personal and professional life I’d had to put on hold since my teenage years.

Having been taken advantage of by quite a few people before, I made sure everything was clearly and meticulously discussed and agreed beforehand, not only verbally but in comprehensive contracts approximately 25 pages long in aggregate.

Low and behold, I did not receive either my first month or the second month’s income. Or the fifth or the tenth or twentieth month’s.

For years, a large part of my life involved chasing this person to try to get my money. I went to his house a hundred times. I must have made over five hundred phone calls. I’m sure I wrote at least a thousand emails.

This fellow would always try to avoid me and, on the rare occasions when I did manage to get hold of him, had every excuse known to mankind to avoid paying me.

I discovered the business was being run abysmally and, with my entire life earnings and savings being dependent on its success, I had no choice but to do the one thing I didn’t want and have had to do more times than I can care to remember: put my life on hold yet again to work on someone else’s venture.

I therefore spent years working on turning around a business in a sector I had zero interest in (real estate) and became its CEO, Project Manager, Marketing Manager, Sales Director, Credit Controller, website designer, cleaner and general dogsbody, running many parts of a large, multi-faceted, and desperately-understaffed business from top to bottom, without even earning a penny in salary. I had no choice but to neglect my own baby, Azam Marketing, and that’s why matters have been lacklustre on that front in recent years.

As it became apparent the family member was unwilling to even half-competently run the business, the decision was made to sell it. After I spent thousands of hours turning it into an efficiently-run and highly profitable enterprise, we put it on the market four years ago.

To not make this post longer than it will be, I’ll skip over what happened in most of those four years but suffice to say everything that could have gone wrong went wrong.

My only desire was to exit from my family member's business and gain my freedom

At the start of 2018 I eventually found a serious buyer willing to pay a fair price. After protracted negotiations and contractual to-ing and fro-ing, the sale was scheduled to be completed at the very latest in June 2018, then various dates in July 2018; our absolute final, final, final deadline then became 31 August 2018. Deadlines came and went over many months and we remained entrenched in one legal and logistical rabbit hole after another.

The various participants in the sale, which included four teams of lawyers, three sets of accountants, plus agents, auditors, banks and the like, were made up of the most inept, uncooperative and egotistical professionals I have ever dealt with in my career, and that’s something three separate outsiders who also had to deal with them as part of the transaction kept fuming. To give an example, for me to get one key document from our own conveyancer would typically require a dozen emails and phone calls over a month.

The four sets of lawyers went out of their way to act in a way that would have resulted in the sale collapsing, contesting almost everything any of the others suggested. Their egos were the size of Jupiter and their willingness to compromise and charge ahead with the sale non-existent. (Their incentive was to drag out matters as long as possible, as they were making hundreds of pounds an hour.)

As the only person who had a bona fide passion to complete the transaction, I spent most of most days contacting some or other of the 24 individuals involved in the sale to encourage them to co-operate with each other and liaising between them to resolve the literally hundreds of obstacles that were being hurled in our path.

Each and every “final” completion deadline came and went: the last day of November 2018, Hanukkah 2018, Christmas 2018, 18 January 2019. As you can imagine, by now the buyers and their lenders were becoming extremely frustrated and, with Brexit looming on top of hurdles being presented in front of us by stakeholders at a faster pace than us being able to jump over the previous ones, the likelihood of them pulling out of the sale became catastrophically likely.

The intractable nature of the sale zapped any remaining milligrams of energy I had left. A specialist doctor in a hospital diagnosed me with Chronic Fatigue Syndrome and insisted I take at least a few weeks off work.

I had no choice but to ignore him. I kept reminding myself of the “mind over matter” mantra/edict the presenters at every health and motivational presentation I had attended drummed into us.

By this point I’d endured several long years of the eviscerating uncooperativeness of the family member and now things had gone from bad to worse, with most of my days involved trying to get headway with several other narcissists and tyrants as well.

My mood plummeted to depths I’ve not experienced before. I stopped travelling on the London Underground on some days because the only solution that would present itself to me to get out of the never-ending quagmire was to jump in front of one of the trains.

For the first time since I launched Azam Marketing in 1997, I killed off my online presence: not posting social media updates, no blogging, no forum posts, nothing. Over the months quite a few people contacted me to ask where I’d disappeared to, but I had neither the inclination nor time to conjure and advertise A Merryful Life of Merriment, which is what an online presence typically demands, when the reality was I was trapped in muddy trenches fighting World War III. I resolved I would not “show my face” to the world ever again, and never write about myself on social media or make another media appearance (turning down a BBC News television interview etc.), unless and if I succeeded with this endeavour.

One of the most painful parts of the struggle was that the very few people I confided in about the situation were unsupportive to say the least. So-called friends who I’d enthusiastically helped time and again took little interest or told me the challenge was not surmountable and I should give up on it.

As literally everything I had depended on this – completing the sale would (a) free me up from being tied to the family member who was deserving of a gold medal for ineptness and unreliability, (b) put me in a position where I’d never have to work a day again in my life, and (c) thereby enable me to, at long last, pursue the burning ambitions I’d put on hold for literally decades – I obstinately ignored all the naysers.

Every morning – often after a night of unbearable insomnia – I’d muster every ounce of energy I could to get out of bed and go into battle again, spending the following ten to twelve hours working on the contractual negotiations and emailing, texting, phoning and going to meet the various participants to strive forward with matters.

This afternoon, I went to the Albert Bridge which crosses the River Thames. Here’s some images of this magnificent 1873 span:

I moved to London at the first opportunity I could, 27 years ago, to seek my fortune in the capital, like Dick Whittington. As I ended up living near the bridge, and hardly knowing anyone in the city, I would visit it from time to time after work. At night-times I’d gaze out at this glorious illuminated structure with London’s majestic skyline in its background and would vow I’d make a success of my life.

It was as chilly and blustery this afternoon as it’d often be when I’d go to reflect on my life on my beloved bridge as a fresh-faced young man.

I spent an hour praying on the middle of the construction.

I then opened up my bank account’s app on my mobile phone.

At 15:41 on the 1st day of November 2019, I saw that the proceeds from the sale of the business had finally been received into my bank account!

I was overcome with emotion. I was delirious. I was shaking. I stared for an eternity at my mobile screen as I could barely believe my eyes. The number I saw before me I would never have even dared dreamed of when I would stand on the same spot three decades previously.

Everyone refers to me as a “grafter” if they’re being kind or a “workaholic” if they’re being slightly less so and the bounty from this Exit represents the culmination of a lifetime of sweat to pursue my desire to be financially free.

I’ve been involved with quite a few major projects in my life, such as working with a company to launch them on the UK AIM’s market and another on the US Nasdaq, but nothing I’ve been in charge of has come close to the difficulty of this exercise. It’s taken the large part of a decade, a decade in which I did not take a single holiday, for me to get to understand the nooks and crannies of the failing business, turn it around, package it for sale, find a buyer, and plough through the contractual negotiations to get to today’s completion. The legal documents alone must total over 1,500 pages.

The impact on my life of today’s Exit, in a multitude of different ways, is impossible to overstate.

Today, for the first time in my life, I can say I am truly free.

Now you’ll understand why I’ve been AWOL in recent times.

I end this account by thanking God. During all those years of very dark days, days on which everything and everybody seemed to be conspiring against me, it was He who fed me with the willpower to struggle on.

“For thine is the kingdom,
the power and the glory,
for ever and ever.

Never ever give up.


Coelesti Luce Crescat

Success is not final, failure is not fatal: it is the courage to continue that counts.” Winston Churchill.

Azam Marketing’s Founder and CEO, Nadeem Azam, muses on a remarkable anniversary, one that is exceptionally rare for companies in the cut-throat and fast-moving internet space to survive long enough to mark.

A week is a long time in online business and a hundred is an eternity in an arena in which my colleagues and I experience more changes in our day-to-day work in a year than people in professions such as accountancy, dentistry, legal work, teaching, plumbing, high street retailing, hospitality and many others will go through in their respective trades in a decade.

For Azam Marketing to have been alive and kicking as of this week for not a hundred but an extraordinary 1,096 weeks is something that, on the one hand, flabbergasts me and, on the other, makes me feel blessed. In case you’re wondering why 1,096 weeks is worthy of penning this eulogy, it’s 11,047,680 minutes… or… to employ a unit of measuring time that will elucidate where we stand more clearly… 21 years. Mais oui, Medames et Messieurs, the 4th of August 2018 sees us mark our 21st anniversary!

The internet was a different country back on the 4th August, 1997 when a naive, raw and enthusiastic incarnation of Nadeem, half my current age, seated himself in front of a Power Macintosh 5260 to formally launched his assault on cyberspace by going live with his first website on the free web hosting platform Angelfire. The web browser of choice towards the curtain call of that millennium was Netscape Navigator. Most people used dial-up internet connections with blazing speeds ranging from 28.8Kbps to 33.6Kbps and were salivating at the prospect of having 56Kbps.

Google did not exist in 1997. Three years earlier “Jerry’s Guide to the World Wide Web” had been renamed to something more catchy, “Yahoo!”, and a sizeable portion of the planet’s 121 million internet users would use the portal to find what they were looking for from the 1,117,255 websites in existence.

Here’s what Yahoo looked like on the day after the birth of Azam Marketing:

From those embryonic days leap into a time machine, enter a date 21 years into the future to August 2018 and we crashland into a world in which there are 1,902,145,187 websites, and c. 4,456,932,140 people, more than 55% of the planet’s population of 7,730,758,428, make use of the internet. Yahoo has long since been kicked into the gutter by the leviathan Google that it gave birth to by allowing it to become the sole search engine provider on its platform, and has plummeted to a miserly 2.21% of the search engine market share; in June 2017 it sold to Verizon for a pittance of its former value.

As for Azam Marketing during that 21 year time travel, while we obviously haven’t enjoyed anything like the growth trajectories of the Googles of this world, thankfully we have gone in the same direction of today’s all-dominant dotcom behemoths rather than that of Yahoo and the vast majority of our peers from the mid-to-late 1990s. The latter typically did not even last for five years beyond the dotcom crash, nevermind ten or twenty or 21.

I will leave you to enjoy a new, updated version of our birthday showreel video, in which we showcase 21 highlights from Azam Marketing over the last 21 years:

Online review sites are a great opportunity to gather feedback and information from your customers. While some would argue that these sites are mostly used as a place for consumers to complain about their negative experiences with local businesses, that’s almost always not the case. For example, on the reviews site Yelp, nearly 80 percent of the reviews are positive. Additionally, there are more five-star reviews than one, two, and three-star reviews combined. People turn to online review sites because they want to share the great experiences they had with others and let them know where to spend their hard-earned money.

A significant ratio of potential customers rely on positive online reviews when they want to purchase a product or a service. Positive reviews online affect the buying behaviour of customers in every industry. Needless to say, a customer will gravitate towards a product with positive reviews instead of a negatively reviewed item.

Positive reviews enhance your organic search click-through-rates

Depending on the search engine you are using, reviews will prominently appear in the top SERPs (search engine results pages) alongside listings from your site itself. Some surveys have suggested that online reviews make up to 10% of Google and other search engines’ results.

Obviously a listing with positive reviews draws more attention as opposed to a listing that has poor or no ratings.

Positive reviews enhance your search engine optimisation

There are many sources that Google uses to get local business information, and among them are the popular review sites. If you have a higher percentage of popular reviews coupled with on and off-page search engine optimisation, your business listing goes up in the organic results.

Positive reviews are a social proof

If your business has positive reviews, it is a social proof that your business is legitimate. A customer can tell that what you are offering is genuine enough.

Be mindful that negative reviews, while invariably upsetting, do not herald the end of your business. You only need to respond to them, and shows customers you care about their opinions.

Most entrepreneurs know the importance of a good reputation. What people think and say about your business is crucial. It is essential to listen to the feedback one gets from customers.

Positive reviews help build trust

Positive reviews have everything to do with purchasing decisions by customers, whether they are buying online or visiting the physical location of the business. For instance, if the customer is looking for a restaurant, the reviews available play a role in the decision-making process. Every consumer needs to have trust in a business they are looking to give their hard-earned money over to!

Reviews are valuable feedback

If you have genuine reviews, whether positive or negative, you get critical feedback from customers. You will use this feedback to help in improving your business.

Impact of positive reviews on local SEO

Most entrepreneurs are only too aware of the importance of a good reputation. What people think and say about your business is crucial.

It is essential to listen to the feedback one gets from customers. Online reviews are essential in the following ways:

  • They enhance your SEO rankings
  • They influence consumer purchasing decisions
  • They affect which search results get clicked on

Positive reviews are a way for different businesses to acquire an advantageous position in the local SEO results. Search engine results that have good and positive reviews attract more click-throughs as well as physical visits. Having positive reviews in local search engine results can translate to winning a customer or not.

Dangers of buying reviews and how they affect your business

Every entrepreneur wants his business to receive positive reviews. However, this is obviously not possible, particularly in an era in which most consumers have extremely high expectations. The clamour for positive recognition may drive some to employ black hat tactics. Note that you should never buy reviews as it is likely to eventually hurt the integrity of your business. These purchased reviews are fake and usually look fake. If you are discovered, your business will not only lose its reputations, but customers will walk out on you.

It is possible for review sites to employ user tracking and other methodologies to identify fake reviews. It is essential to keep it genuine every time.


Every business wants positive reviews because that is what will drive purchases and increase their profits. Having positive reviews also helps your business dominate the top positions within search engine results with favourable listings.


Huffington Post



Search Engine Journal


A while back I went to a talk by the novelist Kazuo Ishiguro and he was bemoaning the fact that, even though he was raised in Surrey, England, and knew next to nothing about current affairs in Japan, because of his name, visage and ancestry, whenever anything newsworthy happened in Japan, journalists would harass him for his insights!

A name such as “Nadeem Azam” is a liability in contemporary Britain, in which every day I am subjected to questions such as “where are you from?” and appraisals such as “you speak good English”, but when journalists want to reach out to somebody to be interviewed on, say, the Iranian nuclear deal or Abdel Fattah el-Sisi’s jiggery pokery, I get the feeling it helps!

We’ve recently marked “World Population Day” and below is an interview with me in the daily newspaper “Gulf News”, in which I share my tuppence (“two cents” for my Stateside friends) on the population explosion in Dubai since the 1970s and the advantages and disadvantages of the emirate having an 83 percent foreign-born population.

Gulf News” is the most widely read website in English in the Middle East. It enjoys a combined print and online audience of 5.4 million uniques every month.

Print Edition:

Click here to see the interview with Nadeem in the print edition of the Middle East's most popular newspaper (PDF file)

Web Edition:

Click here to read this interview with Nadeem in a larger size

On a small mobile screen, you may not be able to read the interview in the above images, so here it is:

“Nadeem Azam, CEO, Azam Marketing and Middle East Analyst and Marketing Expert, told Gulf News that large cities such as Dubai must prepare for the future growth of urban centres.

“Population growth predictions show the population of Dubai will reach over five million by 2027, which is almost a doubling in the current number of residents. Such a significant rate of population growth can lead to a variety of issues. Most notable is the construction and maintenance of infrastructure. Housing obviously has to be provided for a booming population and this can prove to be challenging particularly in already-tightly-packed cities with limited space.,” he said.

“A tighter concentration of people, physical assets, infrastructure and economic activities can result in challenges and upheavals that can have negative repercussions, particularly over the medium-long term.”

According to the World Migration Report 2015, Dubai has the highest foreign-born population in major cities globally with 83 per cent of the emirate comprising residents from other countries.

Aazam [sic] said “a sizeable foreign-born population invariably has a profound impact on a place. On the positive side, an increasingly cosmopolitan make-up can be tremendously valuable to a location by bringing in fresh ideas, and more and wider skillsets. These benefit the host locality in terms of improving services and facilities available to existing residents, the private sector and the public sector, ranging from neurosurgeons to operate on patients to chefs introducing new kinds of cuisines to people.”

We’ve been blessed to have been kept busy by client work over the last few months which has meant we haven’t been blogging as much as we would have liked. But we’ve resolved to give some much needed TLC to going forward, so will be releasing at least one new gem each week for your delectation! Click here to subscribe for free, so you don’t miss out.

Population Increase

Content marketers need to focus on existing customers as well as trying to attract new ones!

Far too often we see content marketers quit at the moment of conversion, the time when a prospect turns into a customer. It appears like that’s the end of the story for most of them.

But, as digital marketing authority Christine Warner emphasises, preserving buyers is as important if not more than procuring new ones. When consumer retention measures succeed by only five percent, earnings can typically rise between 25 to 95 percent.

The content marketing funnel doesn’t stop. As you’re busy concentrating on content for the top of the sales funnel or producing ebooks and white papers for the middle-funnel, all the prospects you’ve previously generated are fading into the Land of Forgotten Customers. New customers are undoubtedly important – but it’s also critical to focus on existing ones.

Toby Scammell points out that the more we study sales patterns, the more we learn that consumer spending tends to defy conventional wisdom, so you need more than just your gut instinct to learn how to retain them. So, what are the things you can do to ensure they’ll remain with your company and purchase more of your brand?

Put Audience Development on the Top of the Priority List

What organizations are finding out is that viewing content as just a replacement or a campaign for other marketing focuses is the wrong strategy. When you view content as a way of feeding direct marketing operations, there’s just one attributable profit to it—as a replacement for brochures, advertisements or other imaginative marketing resources. As we all know, messaging that fails to resonate with its audience can never hope to capture their attention.

The truth is, content is usually more costly than all those other alternatives. It takes longer, and it’s harder, so it’s stressful – and without a strategy, you won’t get where you want to be. Businesses that are thriving have found that content marketing needs to give more than one kind of value to be deserving of the expense. It needs to present combined value over multiple areas of the organisation.

Nourish Your Brand Ecosystem

Let’s take a look at what this looks like through the eyes of the existing customer. They’re part of your audience already as they’ve been through the content funnel. You hold a connection with them because they’ve bought from you, which indicates that you retain reasonable business interest to reach them.

If someone already reached the bottom of your funnel, they’ll continue to be a member of your inbound traffic. They’ve noticed your content was helpful and now that they’ve previously built a reliable relationship with you, they’re even more inclined to recommend your content to others. That’s the solution to keeping your funnel full: as existing customers recommend your content, they shift to brand advocates, the most helpful of all testimonials.

A carefully-thought-through content marketing and audience development strategy is the best way to plug up those leaky holes.

If you’re interested in more marketing news and guidance, be sure to check out our homepage for new articles.


Think carefully about the age of the consumer you are looking to target with your product or service
If you are a marketer in today’s world you need to be profoundly aware of the optimal demographics for your product or service to be successful. That insight will take your campaigns to the next level. If you don’t, you will lose out to the competition.

Here is why targeting searches at search engines or followers on social media by age is so important:

Buying Habits

Every age group has a set of buying habits. This information is readily available with a few searches online. It allows you to know how to propose specific offers, whether it’s a one-time promotion or a long-term subscription. But if you don’t know their age in the first place, you can’t leverage this data. Therefore you might want to tailor your social media content or your search engine advertising copy and graphics to the manner that appeals to them the most.


Needless to say, providing content to retirees and semi-retirees ages 55+ is going to require a different approach than creating engaging content for millennials. For example, many retirees are faced with a surplus of free time in retirement and struggle to know what to do with it.

Therefore, retirees could be a viable target for engagement as they often don’t plan or adequately address their spare time in their third age. This is an example of why targeting your social media followers by age is crucial. If you want to create engaging content, you need to know who your audience is, what they value, and how your products and services can solve one of their problems. That information will affect everything from the words you use to the images in your marketing.


Getting your followers to share your content can be a significant advantage. It allows you to enjoy a viral component without spending more money. When you know their ages, you can request in a way that they are most likely to hit the share button.


Different generations use different language and slang. You might ask someone who is older to take action in a more formal, traditional way. On the other hand, younger people often prefer the informal approach.

Finding Your Followers’ Age Information

Think carefully about the age of the consumer you are looking to target with your product or serviceMost platforms today, like Facebook, Instagram and Twitter have a way to determine the age of your followers. Sometimes this is done with a central account dashboard. Other times, you need to use third-party apps.

These apps have complicated algorithms that can either access the API uniquely or determine general ages by other means. Whether you use built-in data or tools or choose to purchase one, they can both be valuable. They’ll give you insights to grow your brand in the future.

When it comes to the ins and outs of digital marketing it can seem overwhelming at first. But whether you are a veteran marketer or a beginner, you should focus on understanding the age categories of your target market. This will allow you to create compelling content and advertising that speaks directly to their wants and needs, increasing your conversion and profits from your endeavours!


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