Every business in Ghana, from a shea butter seller in Tamale to a fintech in Accra, needs people to know it exists, trust it and pay for what it offers. Digital marketing is the work of making that happen using phones, computers and the internet. Employers who hire junior marketers rarely ask first which apps you know. They ask whether you understand customers and can get results for the business.
Marketing starts with people
Marketing is not the same as posting. Posting is one activity. Marketing is the thinking behind it: who are we trying to reach, what do they need, what should they believe about us, and what do we want them to do next? If you skip that thinking, you can post every day and sell nothing.
A simple way to hold it in your head is four questions:
- Who? The specific people the business wants, such as mothers in Tamale who buy shea butter for their children's skin.
- What problem? Dry skin in the harmattan, and worry about fake products in the market.
- Why us? Pure, locally made butter from a women's group that the seller knows personally.
- What next? Send a WhatsApp message to order and pay with mobile money.
What this section covers
In this section you will learn three foundations that every later lesson builds on.