In the first article, I discussed core marketing strategies for Ghanaian entrepreneurs, including relationship building, trust, and customer appreciation.
In this second part, I delve deeper into growth-oriented strategies that reflect changing market dynamics: digital marketing, brand positioning, and community-based marketing.
These strategies are particularly relevant in Ghana’s evolving economic landscape, where many businesses are informal, mobile-driven, and highly dependent on interpersonal connections.
1. Leverage Digital Marketing Tools
The digital space has leveled the playing field for entrepreneurs, allowing even one-person businesses to reach wide audiences at minimal cost. In Ghana, increasing smartphone penetration and mobile internet access offer fertile ground for digital engagement.
Social Media as a Marketing Channel
Social media platforms such as Facebook, Instagram, TikTok, and Twitter (X) are increasingly being used by business owners to showcase products, share stories, and engage with their audiences. For example:
A fashion designer in Osu regularly posts photos and reels of newly designed clothes on Instagram, using hashtags like #MadeInGhana and #AfricanFashion. Through engaging content and customer testimonials, she has built a brand that attracts both local and diaspora clients.
A kenkey seller in Tema has gone viral on TikTok for creatively marketing her food with humor and dance trends. Her content draws foot traffic to her physical location and increases bulk orders for events.
These platforms offer free marketing tools, including business profiles, analytics, scheduling tools, and targeted ads, that allow entrepreneurs to track engagement and reach their ideal customers.
WhatsApp Business and Customer Relationship Management
WhatsApp Business is widely adopted in Ghana for direct customer interaction. Entrepreneurs can:
Create digital product catalogs with images, prices, and descriptions.
Use automated messages for greetings, FAQs, and order confirmations.
Broadcast promotional messages or new arrivals to customer lists.
A shoe vendor in Adabraka, for instance, uses WhatsApp groups to update customers about new stock, collect orders, and receive payments through mobile money. This direct line of communication enhances customer service and encourages repeat business.
Mobile Payments and E-Commerce Integration
Mobile money platforms like MTN MoMo, Vodafone Cash, and Zeepay are essential for entrepreneurs. Integrating these with digital marketing platforms makes the purchasing process seamless.
A coffee roaster in Labone uses Instagram for marketing and completes transactions via mobile money. Customers place orders through DMs, and deliveries are arranged via dispatch riders. This integrated system allows for cashless transactions and builds professionalism.
2. Build a Strong and Authentic Brand Identity
Branding is not just about logos—it’s about how people perceive your business. For entrepreneurs, a strong brand distinguishes you from competitors, adds value to your offerings, and builds emotional connections with customers.
Visual Branding and Professional Presentation
Visual identity plays a big role in shaping customer perceptions. A graphic designer in Tamale who consistently uses a signature color scheme, typography, and packaging gives the impression of a larger, more organized business. This can justify premium pricing and attract more serious clients.
For physical products, well-designed packaging and labeling matter. For example, a woman who produces homemade skin care products in Koforidua has built a loyal following by using eco-friendly packaging, branded containers, and clear instructions. Customers often post her products online, giving her free word-of-mouth advertising.
Crafting a Brand Story
People buy from people they trust and admire. Sharing the story behind your business—how you started, what motivates you, what values guide your decisions—can build strong customer loyalty.
A bookshop owner in Tamale shares stories about promoting local authors and encouraging youth literacy. Her brand has grown beyond sales to become part of a social mission, attracting support from schools, NGOs, and volunteers.
Having a brand story adds a human element that is powerful in the Ghanaian context, where community and shared values play a central role in consumer decisions.
3. Engage with the Community and Collaborate
Marketing is not always about selling—it’s also about building a presence in your local ecosystem. Community engagement helps solo entrepreneurs gain visibility, earn trust, and form supportive networks.
Participate in Local Events and Markets
Attending community events such as trade fairs, pop-up shops, church bazaars, and campus expos can introduce your brand to new audiences. A jewelry maker in Cape Coast who sets up a booth at local festivals often sees a spike in sales, as well as repeat customers who remember her from the events.
These venues also allow you to collect direct feedback, test new products, and build an email or WhatsApp contact list for future promotions.
Partner with Other Small Businesses
Collaboration helps extend your reach and enhance your offerings. For instance:
A photographer in Kumasi partners with local fashion designers to create lookbooks and social media content. Both parties benefit from cross-promotion and shared audiences.
A caterer in Sunyani may collaborate with a decoration business to offer packaged services for weddings and birthdays. This makes their offering more attractive and convenient to clients.
Such partnerships are cost-effective and strengthen your brand through association with other trusted providers.
Offer Value Beyond Sales
Educational and inspirational content also builds brand loyalty. A makeup artist in Dansoman offers live tutorials on Facebook, building trust with followers and encouraging bookings. Similarly, a vegetable vendor in Techiman who gives daily nutrition tips on WhatsApp gains credibility and increases customer engagement.
Conclusion
The Ghanaian entrepreneur has more tools and opportunities than ever before to grow and thrive. By leveraging digital platforms, cultivating a unique brand, and engaging meaningfully with the community, one-person businesses can compete confidently—even in saturated markets.
While challenges such as limited capital, infrastructural issues, and inconsistent digital access persist, the strategies outlined in this article offer pathways for meaningful progress. What matters most is consistency, authenticity, and a willingness to adapt to changing customer expectations.
As the Ghanaian economy continues to prioritize entrepreneurship and innovation, entrepreneurs will play an increasingly significant role—not only in economic development but also in shaping the future of African business.
The author, Dr. Ibn Kailan Abdul-Hamid, is the Head of Marketing Department at the University of Professional Studies, Accra.
Email: [email protected]
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DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.