As someone who spends a lot of time analyzing digital trends, I have realized that many Made-in-Ghana brands struggle with visibility, even though their products are top-notch. I’ve seen brands grow simply by using the right digital marketing strategies. Here are some strategies that I’ve found work best:
1. Create a Strong Online Presence
Whenever I visit a brand’s Instagram page, the first thing I notice is their bio, visuals, and consistency. Having a clear brand story, high-quality images, and a uniform theme across all platforms builds trust. I always advise businesses to invest in professional product photography and maintain a consistent aesthetic.
2. Use Social Media to Connect
Social media is a game-changer. I’ve seen brands like Bioko treats, a chocolate brand in Ghana use Instagram reels to showcase their chocolate making process, which engages their audience.
Here’s what I’ve found effective:
– Posting behind-the-scenes videos to show how products are made.
– Collaborating with influencers to boost visibility.
– Using polls, live Q&A sessions, and giveaways to interact with followers.
3. Sell Online (E-commerce)
One thing I’ve noticed is that brands that embrace e-commerce thrive. Platforms like Jumia, Tonaton, and Jiji make it easy to reach more customers. I often encourage businesses to create their own website with seamless payment and delivery options, as customers appreciate convenience.
4. Improve Search Visibility (SEO & Content Marketing)
Many Ghanaian brands miss out because they don’t optimize for search engines. When I Google for local shea butter, brands with blogs and keyword-rich product descriptions always appear first. I recommend:
– Adding relevant keywords to product titles and descriptions.
– Writing engaging blog posts about product benefits and cultural significance.
– Creating short, informative videos for platforms like YouTube and TikTok.
5. Use Online Ads
Paid advertising works wonders. I’ve tested Google Ads and Facebook Ads for brands, and targeted campaigns based on customer location and interests always get better results. I’ve also found that retargeting—showing ads to people who have visited a website before leads to higher conversions.
6. Tell a Story
People connect with brands through stories. Telling the journey of a product—who made it, what materials were used, and its cultural importance—creates a strong emotional bond with customers.
7. Partner with Others
Collaboration is key. I’ve seen Made-in-Ghana fashion brands partner with travel influencers to promote their products internationally. Partnering with tourism boards, local businesses, and global platforms helps increase exposure.
8. Keep in Touch with Customers
I always advise brands to build an email list. Sending regular newsletters, exclusive discounts, and personalized messages keeps customers engaged and loyal. From my experience, businesses that nurture their audience through email marketing see better retention rates.
Digital marketing is a powerful tool, and I’ve seen firsthand how it transforms Made-in-Ghana brands. By using these strategies, local businesses can compete on a global scale and thrive in the digital space. And if you’re looking for an agency to do the heavy lifting, talk to Global Media Alliance.
Talk to us, talk to Africa!
This article was written by Eyram Dunyo, Digital Account Manager at Global Media Alliance.
