In Ghana, a lot of buying and selling happens inside chat apps and social media. A customer sees a post, sends "How much?", agrees a price, pays with mobile money and arranges delivery, all without leaving their phone. Organisations like NGOs, schools and think tanks also rely on social pages and email newsletters to keep people informed. Managing these channels well is the most requested skill in junior marketing adverts, so this section is the heart of the roadmap.
Three kinds of direct channel
- Messaging apps such as WhatsApp put you in a private conversation with the customer. They are personal and close to the sale.
- Social media pages on Facebook, Instagram and TikTok help new people discover a business and see its products. The platform decides who sees each post.
- Email newsletters go to people who agreed to hear from you. You own the list, and no app decides who sees your message.
Each channel needs the same core habits: a complete and trustworthy profile, regular useful posts, and fast, polite replies.
Working professionally
Running channels for someone else is a position of trust. Good practice includes:
- Get access properly. Ask to be added as an admin or editor instead of asking for the owner's password. Facebook and Instagram let page owners add people with limited roles.