The Growth Square

I help busy founders and CEOs with my content research, ghostwriting, and social media management skills to become strong personal brands.

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LinkedIn ghostwriter & Social media manager

Faraz Does Marketing

Brand Strategist

The Idea Studio

Social Media Manager

Content Strategist

Groficientlab Digital Solutions

SAM IELTS

Social Media Strategist

Nancy Samuvel Arockis Raj

MEISSA REEVE 

Your Dream Crew

Growwithmanish

Marketing is hard. Creating content is even harder. 

But, if you know the right marketing strategies, you can get more leads without spending a single dollar on ads. 

Let me help you reach your target audience and make more leads with my ultra-customized strategies.

Hi there, nice to meet you!

I'm Dr. Ghazala Usmani. I love coming up with unique content marketing strategies for businesses, solopreneurs, coaches, and consultants without spending a dime on advertisements. 

My clients love what my strategies do for their businesses, and they always recommend me to others.

This is what I do for my clients👇

✅I help companies increase sales and traffic by creating unique content. 
✅I optimize your accounts and engage with your target audience to increase visibility, connect with your ideal audiences, expand reach, and ultimately grow engagement.
✅I help founders, coaches, and business owners leverage their personal brand on LinkedIn, Facebook, and Instagram. 

You want to grow your business, but it is hard to keep up with the changing world of social media. I can transform all of your company’s social media accounts, while still giving you the freedom to oversee your accounts.

Need a strategy to grow your business? I can help! Let me lead your brand to success.

Book a call here, https://calendly.com/drghazala1927/30min

Best Regards,
Dr. Ghazala Usmani

2022:
> I was a full-time freelancer at the peak of my career
> Running my own chotu sa agency
> Handling 4 people in my team
 
2024:
> I am a full-time employee at one of the best personal branding agencies, The Growth Square
> Handling clients end-to-end
> Making 5X less than what I was making as a freelancer
 
Here’s why I took such a drastic step:
 
In 2022: I was living the freelance dream - running my own small agency, managing a team of 4, and raking in lakhs per month at the peak of my career. 
 
From the outside, it looked like I had everything professionally figured out. But the reality was far from the "hustle" glorified online. 
 
The truth? 
 
➡I was burned out, overworked, and neglecting myself and my relationships. 
 
➡There were no real boundaries - I was pretty much on my laptop 24/7 with no Sundays or breaks. 
 
➡As my business grew, so did the demands on my time and energy. Slowly, I lost touch with some of my closest friends.
 
By middle 2023: I realised something had to change. So I took a drastic step- 
 
➡I became a full-time employee at The Growth Square, one of the best personal branding agencies. 
 
➡My paycheck shrank 5X. But you know what? I've never been happier or more at peace.
 
➡These days, I have an actual work-life balance. I can be present with family and friends without the persistent guilt of unfinished tasks. 
 
➡I get real weekends to recharge. And while the money is less, the relief I feel is priceless. 
 
My greatest learning: 
 
- Money is important, but mental peace is paramount. 
 
- Finding the right balance between work and life is very important for success and well-being.
 
- Don't get so consumed in hustle mode that you neglect yourself or your loved ones.
 
What about you? Have you struggled with burnout or work-life balance?

#freelancelife #worklifebalance #professionalgrowth

Ghazala Usmani

I help founders, coaches, and corporate employees become a brand on LinkedIn 🚀| Personal branding expert | LinkedIn ghostwriter | Instagram & Facebook management | Social media strategist

At 24, I was jobless, broke, confused, and had no direction.

There I was with a dentistry degree but nothing was going my way. I wasn’t even making 5000 rupees a month.

At 26 years old, I started dipping my toes in a polar opposite field, digital marketing.
 
The first few months were tough. 

📌Doubts
📌Constant judgments
📌Not even earning 5000 rupees each month

I was filled with doubts. Being a dentist, who was I to try digital marketing?

But I kept at it. 

Slowly, I realized I was capable of more than I thought. With each small win, my confidence grew. 

I invested in my skills and put myself out there. Rejection after rejection, I kept trying.

Fast forward a few years, and here I am - 

✅Worked with 40+ clients globally
✅A proud freelance marketing strategist
✅Working with some of India’s best founders and entrepreneurs
✅I now steadily earn over 100k rupees a month on my terms. 

Those years of struggle make today's success so much sweeter!

To all who think you've wasted time or not achieved enough, don't lose hope! It's never too late to create the life you want. 

📌Put in the work day after day. 
📌Stay patient and trust the process. 
📌Tune out the doubts and bet on yourself. 

You can do it! 

In short: Your time is now! Go after those big goals and surprise yourself. 

The years ahead have amazing possibilities if you just believe and get started.

#careerjourney #believeinyourself #selfbelief

I tied the knot with my right person on December 2nd, 2023…💕


But what does it really mean to marry the right person? Here’s how I understood how he is the “right” one for me -

1. He adds value to my life, but he isn’t responsible for my happiness - I am.

2. He will, and he has changed over time. Plus, we make sure we're both working towards a shared long-term vision and supporting each other's growth. 

3. He is only human. We'll have good days and bad days. While constant negativity is a red flag, expecting constant happiness is unrealistic. So we give each other space for our own personal journeys.

4. He doesn’t try to control me. Instead, he encourages me to become my best self.

5. He is a teammate who brings out the best in me and shares my values and vision.

I have found my “right” person! Have you?

#marriage #relationshipgoals

So, you want to be someone on LinkedIn? It's exciting, but there's more to the story.

Before you jump in, here are the 5 things you might not know about building your own brand on LinkedIn:

1. Posting 3-5 times per week, engaging with at least 10 posts daily, and creating quality content can easily take up 10+ hours of your time each week. 

2. With over 830 million users on LinkedIn, it's crucial to stand out. You have to figure out what makes you special and incorporate that into your posts and interactions.

3. As you build your brand, you'll likely share opinions and ideas. Expect that out of every 100 people who see your posts, at least 5-10 might disagree or even criticize you.

4. Sharing your thoughts and experiences with potentially thousands of people can be scary. It's normal to feel vulnerable, but remember that everyone starts somewhere.

5. Despite the challenges, building a strong personal brand can lead to incredible opportunities. A strong LinkedIn presence can lead to a 2-3x increase in job opportunities and a 40% higher chance of landing your dream role.

So yes, becoming someone on LinkedIn is exciting. Just remember that it's a journey with ups and downs. 

But if you stay authentic and consistent, the potential benefits can be truly life-changing.

#linkedinstrategy #ghostwriting

5 things you might not know about building your own brand on LinkedIn

I've been holding myself back for far too long, and it's time to come clean. 

For the past 3+ years, I've been making mistakes that have cost me both time and money - possibly to the tune of $10,000 or more. 

→ Procrastinated instead of taking action
→ Took my social media presence for granted
→ Didn't build connections or network enough
→ Never prioritized creating content for myself
→ Focused so much on client work that it led to health problems

I'm sure many of you can relate to these. It's easy to get caught up in the day-to-day and lose sight of our own growth. 

But now I've moved beyond simply writing my goals in my journal. I’m announcing it here publicly to keep myself accountable.

And I'm counting on myself because it means I'm growing.

Can you relate to my mistakes?

#selfreflection #accountability

7 cool things that happened to me this week because I organized and prioritized:

 
1. Got 3X more work done by following some amazing productivity tips
2. Got on 5X more calls which helped me overcome self-doubt
3. Unwinded and took time out for myself and my mental health
4. Wrote more than 40 posts this week without any burnout
5. Treated myself by buying things that were sitting in my cart for so long
6. Got a client a follower increase of 750+ on LinkedIn within 2 months
7. Had an amazing date night at home with my husband
 
How has your week been?

#productivity #selfcare #selfimprovement

6 straightforward steps to escape the matrix and build your brand in the next 9 months:


1. Pick a niche you're passionate about
2. Post content 3 times a day to establish your authority
3. Position yourself as a leader in your space
4. Focus on giving tons of value to your audience
5. Start building an email list of engaged followers
6. Send emails sharing your best insights and relevant offers

That's it. That’s the post!

#brandbuilding #entrepreneurship

🚀2021: 1.5 crore sales
🚀2022: 3.2 crore sales
🚀2023: 4.8 crore in sales
🚀2024: 5.5 crore in sales 
 
…..till now and on track to reach 10 crores by the end of this year.
 
Here’s how a Delhi-based startup is providing India's first sustainable and certified rash-free diaper brand. 
 
- Alter was founded by Surbhi Bafna and Arnav Gupta in 2020

- Their diapers are made from eco-friendly bamboo

- They provide 100% water-based wipes

- Plus, they are certified by Derma Tests, a renowned German lab

- Surbhi recently pitched allter on Shark Tank India 3, asking for Rs 1 crore for 2.5% equity
 
The Sharks were impressed by the product's quality and Surbhi's dedication to eco-conscious parenting. 
 
After some negotiation, Surbhi sealed a deal with Aman Gupta, Ritesh Agarwal, and Anupam Mittal. She got Rs 1 crore for 4% equity.

With Allter, parents no longer have to choose between what's best for their baby and the planet. 

These groundbreaking diapers prove that gentle baby care and eco-friendliness can go hand in hand.
 
Even actress and environmental activist Dia Mirza has invested in Allter and serves as its brand ambassador.
 
Have you or someone around you used Alter?

#sustainableparenting #ecofriendlydiapers #consciousparenting 

Before you hit "publish" on your next LinkedIn post, STOP! 
 
You might be missing some key things that could help your content go VIRAL.
 
So, here are 3 questions to ask yourself before posting:
 
1. Who are my clients, and where can they be found?
 
- You need to know who you're talking to and where they like to hang out online.
- Are they on LinkedIn, Twitter, or Facebook? 
- Do they read blogs or watch videos? 
 
2. What is my goal with this content? 
 
- What do you want your readers to do after they check out your post? 
- Do you want them to subscribe, share, comment, or do something else? 
- Your content should have a clear call to action that tells them exactly what step to take next.
 
3. Why would my audience choose to read my content?
 
- There's a ton of stuff out there to read online. What makes your post special?
- You've got to talk about things your audience really cares about and give them info they can actually use.
 
Keep these 3 simple questions in mind, and you'll be able to create content that goes VIRAL in no time.
 
Are you thinking of these questions before posting?

#contentstrategy #viralposts #socialmediastrategy

The more educated you are, the higher your chances of being unemployed.
Let that sink in.
 
India's economy has grown by a whopping 8.4% in the last few months of 2023. However, the country is facing a strange problem. 

Even though more people are getting better education, it's becoming harder for them to find jobs.

This is a big worry for India's youth. The situation is quite serious and could have a big impact on the country's future if it doesn't get better soon. 

Here’s why -

- Youth accounts for 83% of India's unemployed workforce.

- India's services sector-driven growth has not generated enough labour-intensive jobs.

- Unemployment persists even among college graduates, with a mismatch between skills and available jobs.

- The share of unemployed youth with secondary or higher education nearly doubled from 35.2% in 2000 to 65.7% in 2022.
 
The India Employment Report 2024, released by the Institute for Human Development (IHD) and the International Labour Organisation (ILO), highlights the grim employment conditions in the country. 
 
The jobs crisis disproportionately affects women, with 76.7% of educated unemployed youth being female, compared to 62.2% for men. 
 
India also has one of the lowest female labour force participation rates in the world, at around 25%. 

There are several factors contributing to this disparity:
 
1. Inadequate skills 
2. Rigid social norms
3. Comprehensive care economy infrastructure policies
 
In my opinion, addressing the unemployment problem requires a multidimensional approach, considering economic, social, and political factors. 

We must take concrete measures to combat labor market discrimination against women and marginalized social groups.
  
Have you noticed this disparity firsthand?

#inclusivegrowth #skilldevelopment

Fogg made its no. 1 rival, Axe quit India, and I think I too have played a role in it…
 
During my college days, I used to purchase numerous refills of Black Fogg.
 
Indian deodorant industry -
 
🚀2019: Valued at $970 million
🚀2025: Expected to grow to $2 billion
  
Prior to the launch of FOGG, the market was heavily biased towards men.

Ads projected deodorants as products for men to attract women, with controversial campaigns like Axe's "Chocolate Man" and Wild Stone's "Wild by Nature."
 
Here’s how Fogg changed the game - 
 
2011: FOGG was launched by VINI COSMETICS PRIVATE LIMITED and took a completely different approach:
 
- Highlighting the functional benefit - "no gas, no wastage" with 800 sprays per 100 gm bottle

- Attention-grabbing campaigns like "No Gas Perfume,"  "Kya chal rha hai?" and "Aur kya chahiye"

- Connecting with the Indian youth through relatable lingo
 
With this, FOGG:

- Tapped into the women's segment (20% market share) 
- Initiated occasion-based, customised deodorants
- Generated 80% of Vini's revenue
 
FOGG achieved success through its innovative marketing mix, the 4Ps: 
 
1) Product: Non-aerosol pumps, unlike competitors
2) Pricing: Value for money
3) Promotion: Clutter-breaking, quirky campaigns 
4) Place: Going where the youth resides
 
With this marketing approach, FOGG disrupted its No. 1 competitor, and this is what other brands can learn -
 
- Be honest and utilitarian 
- Study consumer behaviour deeply 
- Connect with the audience's lingo
- Disrupt with innovative positioning
 
Have you also used FOGG, like me? If yes, which was your favourite? 
 
P.S. I loved the black FOGG.

#fogg #marketingstrategy #branding

One man’s trash became another man’s treasure and the product he created in the rubble of post-war London remained the same for almost 40 years. 

So, how did Harpic get to where it is today?

1920: A man named Harry Pickup found treasure in the trash. 

He was a heating and sanitary engineer in London. His job was to maintain toilets in the city.

But there was a big problem - the hard water caused limescale buildup in toilet bowls. 

No matter how clean, the toilets looked dirty. For a long time, Harry searched for a solution.

One day, Harry got a contract to clear waste from old munitions factories after World War 1. 

He discovered that factory waste, called nitre cake, could dissolve limescale when mixed with water. And he made a discovery -

- He ground the nitre cake into powder and added water
- This powerful acid could clean toilet bowls perfectly!

And that’s how it all started!

He quickly started a company to sell his new toilet cleaner:

📌Named it Harpic, using the first 2 syllables of his name
📌Launched Harpic Toilet Roll as a promotional product 
📌Sales were great, so Reckitt acquired Harpic in 1932

For almost 40 years, the original Harpic powder barely changed. But the Harpic team continued improving:

- Added new fragrances 
- Launched new products
- Developed new formulas

However, Harpic's core purpose stayed the same - providing clean, safe toilets worldwide, such as:

📌Partnered with Water.org for sanitation 
📌Started Mission Paani toilet education in India
📌Hosted #TogetherLive concerts to raise awareness

From London's rubble in 1920 to millions of homes today, Harry Pickup's accidental invention became a global hygiene revolution!

So, do you have Harpic at your home?

#harpic #caestudy #entrepreneurship

An accidental invention became a global household name

📌3+ years working as a content strategist
📌100K+ impressions generated
📌45+ clients globally
 
And here are the five critical mistakes I've seen startups make in their content strategy, as well as what they should do to avoid them:
 
❌Mistake 1: Failing to define your target audience
 
The root cause of most content struggles - Not deeply understanding your audience. 
 
You can't create high-converting content without intimately knowing their pain points, interests, and behavior patterns.
 
How to avoid:
 
- Continually update personas as your audience evolves over time
- Gather intel from avenues like surveys, social listening, and sales and support interactions
- Build detailed audience personas based on real data—demographics, psychographics, in-market research
 
❌Mistake 2: Lack of consistency
 
Sticking to a regular schedule keeps your audience coming back and helps you show up better in online searches. 
 
But if you're all over the place with no plan, it makes you seem unreliable, like search engines won't pay attention to you.
 
How to avoid:
 
- Repurpose successful content into new formats to fill gaps
- Use a content calendar to plan and visualize your schedule holistically
- Start with an achievable cadence, e.g., 1 long-form piece per month, 1 video per week
 
❌Mistake 3: Poor strategic planning
 
Creating content without a solid strategic foundation is the #1 reason for wasting effort and resources. You need a cohesive roadmap outlining goals, priorities, and processes.
 
How to avoid:
 
- Build feedback loops to continually optimize your strategy
- Align content objectives with key business and marketing goals 
- Map out roles, responsibilities, and approval flows for your team
- Research high-value, high-conversion topics through keyword analysis  
 
❌Mistake 4: Ignoring SEO best practices
 
With over 60% of web traffic driven by search, not prioritizing SEO means invisible content. Comprehensive keyword optimization is non-negotiable.
 
How to avoid:
 
- Build a strategic internal linking structure
- Optimize key on-page elements like titles, headers, and images
- Earn high-quality backlinks through outreach, guest posting, etc
- Perform keyword research to find high-value, high-intent opportunities
 
Mistake 5: Ignoring conversion drivers
 
Even awesome, SEO-optimized content won't move the needle without strategic conversion paths. Nail your calls to action and lead nurturing flows. 
 
How to avoid:
 
- A/B test your CTAs and landing pages for peak conversion
- Experiment with interactive CTAs like skill tests and ROI calculators
- Warm up cold audiences through retargeting and lead nurturing
- Add contextual CTAs through content, e.g., linked product demos  
 
With a focus on audience-first, data-driven content strategy, you'll be able to craft experiences that deliver real business impact. 
 
Need help creating content for your brand or startup? Reach out to me today👉

#contentstrategy #startups #contentmarketing

As someone who creates content strategies for startups, I know it can feel overwhelming to start from nothing. 

You're passionate about your product but unsure how to use content to reach your audience. 

Here’s how I’ve developed a 3-step process that has helped many startups succeed with content marketing:

1) Research - Important but time-consuming

This audience research lays the foundation:

📌Study what competitor content is doing
📌Review your existing content to find gaps
📌Create persona profiles of your target audience
📌Look at data to see what content is working well
📌Interview customers to learn more about their needs
📌Look at forums, search data, customer questions to understand pain points

2) Define the strategy  

With audience needs identified, you can make a clear plan:

📌Choose metrics to track your performance
📌Decide what your content needs to achieve
📌Set measurable marketing goals for your content
📌Pick 2-4 main content topics suited to your expertise
📌Select 3-5 content formats like videos, articles, templates
📌Map content to 2-4 channels like SEO, social media, email

3) Build the process

Now is the time to execute. This step ensures consistency:  

📌Make a timeline for all objectives
📌Write guidelines for tone and style of writing
📌Create calendars for the first few months of content
📌Set up tools for project management, content creation, reporting

The upfront work is extensive but it pays off. 

With a content strategy tailored to your audience, you can create experiences that truly click with them.

Need help creating content for your brand or startup? Reach out to me today👉

#startups #contentstrategist

Do you believe in manifestations, LOA, etc?

Would you buy jeans that have pee stains on them?
 
Well, this designer brand launched “pee stain jeans,” which boosted their sales to $500k in a year!
 
Storytime - 
 
The fashion world was shocked when designer brand JORDANLUCA showed new jeans at Milan Fashion Week. 
 
These jeans had a dark stain in the crotch area. It looked like the person wearing them had peed their pants!
 
People referred to them as "pee stain jeans." Many people did not like the design:
 
😡"You're only cool if you pee your pants."
😡"Why would anyone wear this? So dumb."
😡"Now you don't need a bathroom;, just pee yourself!" 
 
However, the controversy did not stop the $811 jeans from selling out online. A lighter-colored version still costs $608. 
 
This shows:
 
1) Some people will pay money for very weird clothing
2) Making 'pee stains' look intentional allows for higher prices
3) Jordanluca knows how to get people talking with shocking designs  
 
Despite the backlash, Jordanluca's sales actually went up 15% from 2022 to 2023, over $500,000 total. 
 
Their unique jeans, like extra-long bell bottoms, are already popular on luxury websites. The 'pee stain jeans' are an example of using polarization for marketing. 
 
By causing controversy, Jordanluca ensured everyone talked about them and reinforced their rebel brand.
 
Here’s what other brands must learn from Jordanluca’s marketing strategy:
 
- Updating their brand while staying rebellious  
- Rejecting normalcy with confrontational styles
- Finding demand for truly different, high-end products
 
Would you buy these “pee satin jeans”?

#marketingstrategy #branding #consumerbehavior

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