Kwabena Okyire Appianing

Social Media marketing in Ghana

About the author

Kwabena Okyire Appianing

Considered the #1 authority on engineering profitable customer acquisition campaigns, Kwabena is the digital marketing, social media, d marketing expert other experts go to when they need help

How to USE Social media Marketing for Business Growth in Ghana

Table of contents

Social Media Marketing

“Social media marketing is the promotion of a company’s products and services through social media websites and social networks.” Basically, the process of using social media to locate and interact with your audience, establish your brand, and drive income is known as social media marketing.

Brands must generate original content customised to their audience’s needs and interests, track engagement rates using analytics, and use this data to improve regularly in order to thrive in social media marketing.

Brands employed social media marketing to bring visitors to a company’s website in the hopes of selling a product or service in its early days. To enhance the likelihood of user involvement and delight social media algorithms, the material should be designed for and distributed directly to a social media platform.

The goal of social media marketing is to engage with your audience or customers and assist them in better understanding your company.

It is extremely beneficial to the growth of any company. Marketers can track the success of their efforts using data analytics tools designed specifically for social media marketing.


How has social media marketing been creating value?

Social media is quickly making inroads into every facet of our lives. Customers are more perceptually and behaviorally engaged with key social media sites like Facebook, Instagram, Tik Tok, Snapchat, YouTube, and Twitter as a result.

This has a significant impact on our interactions with friends, as well as companies of all sizes.

Indeed, social media platforms have created a new space where individuals, businesses, and even governments can interact commercially, socially, politically, and educationally while exchanging information, thoughts, products, and services.

As a result, businesses all over the world are turning to these platforms to help them acquire clients and create profitable marketing relationships with them.

When consumers want to learn more about a company or product, they turn to social media since that’s where they’ll find other people talking about it.

Take a look at the following statistics to get a sense of why a solid social media marketing plan is critical to business success in 2020 and beyond:

  • 71% of consumers who have had a favourable social media encounter with a brand are inclined to suggest it to their friends and family.
  • Active social media users include 90.4 percent of Millennials, 77.5 percent of Generation X, and 48.2 percent of Baby Boomers.
  • Over 2.7 billion people use Facebook every month.

Five Core Pillars of Social Media Marketing

Businesses nowadays use social media in a variety of ways. For instance, a company worried about what people are saying about its brand on social media would monitor conversations and respond to key references (social media listening and engagement).

A company that wants to know how well it’s doing on social media might use an analytics tool to look at its reach, engagement, and sales (social media analytics).

A company that wishes to reach a certain population on a large scale might use highly targeted social media marketing (social media advertising).

The five core pillars of social media marketing are discussed as below:

Ø  Strategy

If you’re trying to publish something on social media, the first thing you need to do is develop a social strategy. You may now be wondering how to formulate a social strategy. The solution to that is simple. To develop a customer-focused strategy, You should ask yourself a few questions, such as:

  • What are your goals? 

On a broad spectrum, you need to know what role social media plays in achieving your business objectives.

Some companies use social media to raise brand awareness, while others utilise it to increase website traffic and sales. Social media can also help you build a community around your brand, as well as serve as a customer service channel for your customers.

  •  Which social media platform will help you reach your goal?

Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat are the major social media networks highlighted earlier. Tumblr, Tik Tok, and Anchor are examples of smaller and emerging platforms, as are social messaging systems like Messenger, WhatsApp, and WeChat.

When you’re first starting out, it’s best to focus on a few platforms where you believe your target audience hangs out.

  • What type of content will attract your audience?

You must be certain about the type of material that will best appeal to your target audience. Are you talking about photographs, videos, or links? Is the information educational or entertaining?

Making a marketing persona, which can help you answer these questions, is a fantastic place to start. And you don’t have to stick to this plan indefinitely; you can always tweak it depending on the outcomes of your social media posts.

Ø  Planning and Publishing

Small business social media marketing usually begins with a constant presence on social media. Social media is used by around three billion individuals.

Interesting, right? As the number of people using social media grows, every company is focusing on maintaining a regular social media presence.

This method assists them in promoting their brand to potential buyers. By being active on social media networks, you provide your brand with the potential to be discovered by future customers. Sharing photographs, blog posts, or videos on your personal social media site is all it takes to create appealing and informative material.

However, if your goal is to promote a business or product on social media, you should focus on developing a post strategy. It’s the same as sharing on your personal Facebook profile.

However, rather than developing and publishing content on the spur of the moment, you should plan ahead of time. In order to maximise your social media reach, you must also create quality content that your audience enjoys at the correct time and frequency.

Factors to be mindful of include the following:

  • When your potential consumers are on social media, what should you do?
  • Evaluating the reach of published posts?
  • Check to see if your content is engaging.
  • Carefully craft your social media post.

Ø  Listening and Engagement

The amount of time individuals devote to interacting with your social media accounts and content is known as “social media engagement.” The phrase can be used to describe a wide range of activities across all social media platforms. Engagement could include, for example:

  • Favorites and Likes
  • Replies, DMs, and Comments
  • Retweets and shares
  • Tags and mentions
  • Saves
  • Clicks

In the initial stages, your company page may not have many followers who can interact with you through comments and direct messages.

However, if you start producing interesting content, you may notice that your audience grows. Conversations about your brand will rise as your business and social media followers grow.

With that, you may notice that they begin to interact with you via comments and direct messages, as well as tag you in their posts. And if you continuously post interesting stuff, there’s a chance they’ll start sharing it as well.

As a result, always check your comments and direct messages for feedback from your audience. People may even discuss your brand on social media without informing you. As a result, you’ll want to keep an eye on social media conversations regarding your company. If it’s a compliment, you have the opportunity to surprise and delight them. If they are having a problem, try to remedy it. Otherwise, you can provide assistance and address a problem before it worsens.

Ø  Analytics and Reporting

Every online marketing channel’s core metric is analytics and reporting. If you have a business page and regularly update it with new content, you should be informed of the performance of your post or page. Every business seeks a report that will assist them in their analysis. You will want to know how your social media marketing is performing along the process.

As a business or brand, you will need to analyze the following aspects:

  • Whether their post had a higher reach than the reach of the previous month
  • The total number of positive mentions they receive each month
  • How many people are using their company name and hashtag?
  • How many people have shared, commented on, and liked their posts?
  • In comparison to the previous month, the number of followers has increased.

Ø  Social Media Paid Advertising

Earned and owned media have their own marketing value nowadays, but paid social advertising is the most reliable approach to drive traffic and sales right away.

In 2022, social media ads will influence 75% of Gen Z and 48% of millennials, with social media ad spending in the United States valued at $40.3 billion in 2020.

Therefore, when you have more money to invest in your social media marketing, social media advertising is an option. Social advertisements are a well-known aspect of social media, which helps companies raise brand awareness. You may reach a larger audience with social media ads than just your followers.

Nowadays, social media advertising systems are so sophisticated that you can target your ads to specific people. You can construct target audiences based on demographics, interests, and habits, among other factors.

Whether you own a large or small business, social media advertising is essential if you want to stand out, garner more content views, and increase sales. You may use a social media advertising tool to make mass modifications, automate processes, and optimise your ads if you’re operating multiple social media advertising campaigns at once.

There are different ads that you can run using different ways:

  • Manually manage your ad campaigns.
  • Automate your ad campaigns by using the software.
  • To run your marketing campaigns, choose a managed service.
  1.   Advantages of Social Media Marketing

Social media marketing is a powerful instrument with numerous advantages for your business; it is a continuous activity that must be included in your overall marketing plan and everyday routine. You must always strive to be creative and on-trend as a constantly evolving practice, and ultimately, showcase the great brand that you are to your audience.

Social media marketing initiatives have the benefit of simultaneously appealing to a large number of people. Customers, employees, bloggers, the media, the general public, and other stakeholders, such as third-party reviews or trade groups, are all possible targets for a campaign.

Several advantages of social media marketing are discussed as below:

  • Cost-related benefits

The biggest advantage of social media marketing is its low cost. In comparison to other forms of marketing, social media marketing has relatively lower financial constraints. The majority of social media sites offer free access, profile creation, and information posting. Traditional marketing strategies might cost millions of dollars, yet many social media tools, even for business usage, are completely free. On a tight budget, businesses may execute highly effective social media marketing campaigns. The benefit of reaching your target market for little or no money is significant, and the audience who wants your information joins or follows you freely.

Pay-per-click adverts on sites like Facebook and Instagram are “geo-targeted” to reach the right audience based on certain criteria. Because of the viral nature of social media, each individual who reads your messages has the ability to spread the word further within his own network, allowing information to reach a larger number of people quickly.

  • Enhances brand awareness and recognition

One of the most significant marketing goals for every company is to increase brand awareness and recognition. This is because customers like to buy brands, they are familiar with. Many customers have some level of brand loyalty, which can result in long-term commercial benefits. Thankfully, social media makes brand building simple and successful.

Social media has an advantage over traditional media in that it can rapidly and simply get your brand in front of consumers. It also gets your audience to think about your business or product even when they aren’t thinking about it. To take this advantage, you should always pay attention to the photographs in their profile and cover. Placing your logo frequently yet intelligently is a terrific method to build brand recognition. You want to make sure it’s not too distracting or overbearing. Make sure your brand’s aesthetic features are well-represented.

  • The target audience is easier to approach

Marketers can target audiences and consumers via social media-based on-site users’ particular interests and what their friends like. If you add baking and cooking as interest on a social networking site, you will almost certainly see adverts for restaurants and cooking utensils. To offer a personal connection, some sites’ advertising will also highlight which country singers your friends enjoy. Marketers can efficiently contact the people who are most interested in what they have to offer via “smart” marketing and advertising. Furthermore, social networking allows for word of mouth to market items in ways that traditional advertising cannot.

  • Helps in exponentially increasing Website Traffic

Customers can be directed to your site using social media marketing. While search engines are useful, relying too heavily on them means you’re missing out on a lot of potential traffic. Inbound traffic streams from social media channels are increasingly diversified.

Though social media can help drive visitors to your website, you must evaluate not only what to post, but also how often. You don’t want to be that obnoxious marketer who turns off your customers. It’s a good idea to post your articles on a regular basis. This ensures that your content is published on a regular basis.

  • Re targeting ads on social media can re-engage website visitors.

Re-targeting is a fantastic social media marketing technique. In general, 92 per cent of customers will go to a brand’s website for the first time for reasons other than making a purchase. While earning the 8% is excellent, advertising can help you get the 92 per cent who left before making a transaction.

Retargeting works by compiling a list of visitors to your website and placing anonymous “cookies” in their browsers. When they visit a social media site, the ads are displayed through a re targeting provider. This allows your company to be visible to customers outside of their visits to your website.

  • Increases Leads and Conversions

Companies can create leads through platforms like Facebook, Instagram, Twitter, and LinkedIn. To increase conversions, you can combine paid and organic strategies. Some of the most effective techniques to drive prospects into your sales funnel are video marketing, paid ad campaigns, giveaways, and email opt-ins.

Running a Facebook giveaway campaign, for example, can help you grow your collection of qualified email addresses. Social media marketing is a measurable, faster, and easier way to establish a database of prospects because everything happens online. With more visibility, your company will have more conversion opportunities.

Your social media followers may be drawn to your company’s website via compelling content, and they may become loyal customers.

  • Helps in providing efficient customer service

Customers now expect businesses to respond to their inquiries via social media. A significant investment in customer service can help your organisation and its customers form meaningful relationships. Customer service remains as difficult as it was before, thanks to social media.

Social media enables real-time contact and input from customers. Businesses can also reply quickly to their clients. Having a social media customer service strategy is incredibly crucial because 71% of consumers who have had a great experience with a brand on a social media platform indicated they are more inclined to recommend that brand to people they know. Customers can use links to Frequently Asked Questions (FAQs) and online agents to help them with the choosing or purchasing process.

  • Build an online community and share authentic stories

The ability to link various people with others like them is a key part of why social media has taken over the world; it gives a voice to so many types of people who are rarely heard from or seen in traditional media. Many people find virtual communities to be places where they feel seen and heard, and less alone than in their everyday lives.

Brands that understand the value of online communities and the individuals who make them aim to deliver authentic tales by highlighting the brand’s and consumers’ basic issues and beliefs. You’ll gain more engagement and loyalty if you speak to the heart of your target audience on social media.

  • Can Facilitate You Regarding Competitor Analysis

Social media is used by almost everyone. At least 4.48 billion people are… and your competitors are included. That’s not necessarily a bad thing because you can use their social media to gather some useful information.

The first step is to figure out who your rivals are and what social media approach they use. You may achieve this by paying attention to their social media profiles and studying the stuff they share. You can even compare yourself to your competition using various analytic tools.

  • Provides avenues for the dissemination of company news and updates

Social networking, like keeping up with industry news, is one of the greatest and easiest ways to keep your clients informed about your news. It will catch on and get people enthusiastic if your company makes a big announcement about a new product or an exciting event.

The categories of news you should communicate are as follows:

  • New merchandise
  • brand-new services
  • Recent changes
  • New departments or expansions
  1.     Disadvantages of Social Media Marketing

Everything has two sides, and the disadvantages of social media marketing, like the advantages, are apparent and should not be overlooked. Failure to follow the rules of social media platforms, like any other item on the market, will affect your brand or business.

Do not jump on the bandwagon and dive in blindly; you may end up getting burned. Before you sign up for this marketing campaign, you should do some research and educate yourself on all elements of it.

To avoid the mistakes, the following are the disadvantages of the social media marketing that you should be aware of:

  •  It takes a lot of effort and planning

The time and effort required to sell on social networking platforms is the biggest drawback. Given the abundance of knowledge on the internet, you’ll need a lot of patience to perfect it.

A significant amount, as in a significant amount. Google processes roughly 40,000 searches every second. And, if you do everything right, your content will show up in search results. As a result, you’ll need to create fascinating and distinctive content on a regular basis.

You must put a lot of effort into your social media marketing plan if you want to get followers. You must create, publish, and enhance engagement through innovation. This will necessitate focused effort, thinking, and a long-term strategy.

  • Doesn’t Apply to Every Group of People

You can’t use social media marketing to reach out to all demographics. This is due to the fact that various people utilize social media in different ways. In fact, some groups may not be on social media at all. This is why you must conduct research on your target audiences before implementing any online marketing methods.

Even so, many groups of people are active on various platforms. Instagram, for example, is more popular among female teenagers, whereas Facebook is more popular among seniors. Therefore, a brand should use a specific social media platform for a specific demographic.

  • Return on Investment (ROI) is low

Another disadvantage of social networking for firms is its low return on investment. Social media marketing has one of the lowest returns of any internet marketing strategy. To make everything function, you must commit time, effort, and money. If you enjoy social media, you should be aware of this. You will notice a drop in your follower count if you do not update or connect with your fans or people on a regular basis. On social media, only die-hard supporters remain.

Also, trust me, if your brand or business doesn’t know anything about a specific group of people or location, no one will become a loyal fan. So, unless it is extremely popular, the creation of such an audience is quite sluggish. This is why, before you begin social media marketing, you must first establish a reputation and create brand and business recognition. This eliminates the need to pursue people or build your subscriber base by pursuing and following people in groups.

  •  Negative feedback can be targeted at you

Everything has a negative side, and social media is no exception. With the internet more accessible than ever before, there are always those who seek to harm one’s reputation. Your posts can go viral in an instant on the internet. Always exercise caution before posting your content on social media platforms. So, you don’t have to deal with any embarrassment, double-check it before uploading it. Because of your followers’ erroneous opinions about your firm, it may suffer. If these followers are already customers, it may deter them from making a purchase.

If your company is new or just getting started, you’re more likely to be targeted. Anyone can simply write critical comments on your business because it’s so easy to comment or engage. You may, however, monitor consumer views of your brand. You can use this information to evaluate your products and services, find weaknesses, and improve them. In other ways, the platforms’ accessibility is both a benefit and a disadvantage.

  •  Persistent User Engagement

You can’t just upload an ad and call it a day since social media material must always be relevant. You must keep your content fresh and engage with your audience. Your ad will appear monotonous and represent a corporation that is out of reach if you are not ready to invest human resources into your social media marketing campaign.

Keep an eye on postings and comments; particularly unpleasant information can quickly spiral out of control. On the other hand, if you’re strong at dealing with negative feedback and complaints, you’ll have a decent chance of turning a bad client experience around.

  • Policy Concerns Regarding Security and Privacy

Security and privacy concerns are one of the most significant drawbacks of social media marketing. To get the most out of your marketing effort while using social media platforms for advertising, you basically need to relinquish your information, both public and personal. Your information and data will never be safe on social media platforms because hackers and immoral people are always targeting them.

Take a look at the newest Facebook data breach news; millions of records have been exposed, putting your business at risk in the hands of untrustworthy platforms. True, social media sites are continually improving, but no platform will ever be completely secure.

  1.   How To Create Social Media Marketing Strategy?

A concise plan offers you the concentration you need to say “no” to initiatives that don’t fulfil your goals in a landscape with more competitors, content, and networks than ever before.

That’s why we prepared a complete guide on starting from scratch with a social media marketing strategy.  This guide can help you whether you’re brand new to social media or want to double-check your priorities.

  • Set realistic objectives for your company

Let’s get started with a brief question: “What exactly do you want from social media?”

The foundation of any social media strategy is your goals.

The most frequent social goals, according to the 2021 Sprout Social IndexTM, are growing brand exposure (58 per cent) and improving community participation (41 per cent). Taking the time to outline your social goals, whether you want to grow your following or create a more active community, is the first step toward achieving them. In any case, your objectives will determine your social media marketing plan as well as the amount of time and effort you’ll need to devote to your campaigns.

  • Spend time researching your target market

Marketers should avoid making assumptions. Only 55% of marketers use social analytics to better understand their target audience, presenting significant potential for both leaders and practitioners. Much of the information you’ll need to shape your social media marketing plan is already available. All you have to do is know where to look.

Marketers can swiftly investigate their target population with the proper technology. There’s no need for formal market research or data science expertise.

  •  Make (and curate) interesting social media material

Based on your goals, audience, and brand identity, you should have a pretty clear sense of what to post at this stage. You presumably have a good idea of which networks to cover as well.

Many brands use the same content forms and creative elements over and over again, from images to Reels and beyond. These themes can help you become more consistent and focus on a sensible content approach.

You could, for example, alternate between memes, product photographs, and user-generated material while maintaining a consistent colour palette. If you’re having trouble keeping up with all of these social media sources, consider using social media management tools to organise your media library and plan your posts in advance.

  • Set your most essential KPIs and metrics

Your social media approach should be data-driven, regardless of your goals or industry. That involves concentrating on the most important social media metrics. Rather than focusing on vanity metrics, look for data that is directly related to your objectives.

The following are some key metrics:

Reach: The number of unique users who saw your content is known as post reach. How much of your material makes it into users’ news feeds?

Clicks: This is the total number of times your content or account has been clicked.

Engagement: Understanding what piques people’s interest or pushes them to buy requires tracking clicks for each campaign.

Hashtag-related performance: What hashtags did you use the most? Which hashtags were associated with your company the most? These answers can help you define the direction of your material in the future.

  •   Learn about your competitors

Your competitors are almost certainly using social media, which means you can learn from their mistakes. You must perform a competitor analysis.

Competitive analysis helps you figure out who your competitors are and what they do well (and not so well). You’ll gain a clear feel of what’s required in your business, which will aid you in setting your own social media goals. It will also assist you in identifying opportunities.

Perhaps one of your competitors dominates Facebook but hasn’t put much effort into Twitter or Instagram. Rather than trying to steal viewers from a strong player, you might prefer to concentrate on networks where your niche is neglected.

  1.   Factors to Consider Before Hiring A SMM Manager

Having a professional social media manager on board can benefit businesses. You need to know what to look for in candidates, whether you outsource it to an hourly expert or hire a full-time employee to handle all social media initiatives.

Before you begin your search for the ideal social media manager, consider the following factors.

  1.         Be coherent with your brand’s voice.

In all marketing activities, experts have long emphasised the significance of establishing and sustaining a brand voice. Consistency is one of the most significant advantages of employing a social media manager. All of your online posts and replies will be handled by one individual, ensuring that each message has the same personality.

It’s critical to locate someone whose writing style corresponds to the tone you want to establish for your company, whether that tone is casual and fun or professional and businesslike.

  1.         Younger candidates should not be ruled out.

When it comes to weeding out applications, the experience typically prevails. When it comes to social media skills, though, you’re unlikely to find somebody with more than a few years of experience. Someone with years of experience may not have an advantage over someone who is only a few months out of college in this field.

Trends change all the time, and someone who is new to the area may be able to contribute a fresh viewpoint that a more seasoned pro might not have. However, avoid entrusting the management of your accounts to an intern who is still learning the ropes.

III.          Seek a strategy

A skilled social media manager understands the significance of developing and implementing a social media strategy. Look for someone who will help you create a plan for your daily, weekly, and monthly social media posts and then stick to it without your supervision.

Above all, look for a manager who can tailor the strategy to your specific consumer base. Inquire what tools they’ll use to strategize, and set expectations for how, if at all, you’ll be involved in the process.

  1.         Examine their social media profiles

Every candidate for a position involving social media should have a strong social media presence. Examine each candidate’s social media presence, paying attention to the tone and relationships with others.

When attempting to branch out into new marketing avenues, pre-existing contacts can be beneficial. Examine the work that brand does online for signals that the prospect will be a good fit if the candidate is currently working in social media for another company.

  1.         Remember to be professional

Your social media manager will be a public face for your company. This necessitates selecting someone you can rely on to handle things as professionally as possible. This includes the rare occasions when an internet troll tries to attract attention by making disparaging remarks about your company.

Your social media manager should be able to gracefully handle any circumstance, displaying the professionalism you want your clients to see from your company at all times.

  1.   Factors to consider before hiring a social media marketing company

You should certainly hire a social media marketing company in Ghana for various reasons. You might wish to free up some time for yourself and your team to work on other tasks. Alternatively, you might partner with a respectable firm that can provide the experience that your in-house staff lacks.

However, deciding to collaborate with a social media agency in ghana is a major step that should not be taken lightly. Not every digital marketing firm is the same. As a result, you must ensure that it satisfies your quality expectations.

Here are some key considerations to make when selecting a digital marketing agency to help you make an informed decision:

  •  Pricing

The first and most obvious consideration is the cost. How much of your marketing budget have you set aside? How much money can you spare for marketing consultants? Experts recommend contacting a few different digital marketing businesses to see which one best matches your budget. Request a quote or look at their published prices.

However, keep in mind that cheap does not always imply quality. Low-cost agencies may lack the experience or abilities needed to get the desired results.

  • 3R’s: Reviews, References, and Reputation

Finally, look at their previous cases to see what success rates and figures they have. You can also look at their references and reviews if they have any. Many businesses will include customer feedback on their websites and social media accounts.

If not, a simple Google search may be able to locate them. One of the best methods to determine a company’s legitimacy is to look at what former customers have to say about them.

  •  Experience Matters

Another essential qualification aspect to consider when looking for a social media marketing agency is their experience. Inquire about their experience with digital marketing and how long they’ve been in business.

A long-standing organisation can readily assist you in developing a marketing strategy that is adapted to your individual requirements. That’s why, when looking for a credible digital marketing agency, having relevant knowledge of a given sector or industry is critical.

  •  Services Provided

Next, find out what services they provide. Building a high-traffic website is one of the most crucial parts of any digital marketing campaign. Do they know how to use SEO to increase your traffic?

While this is a fundamental notion of social media marketing, find out what other areas of expertise they have, such as social media, email campaigns, pay per click, and more. Check to see if they can supply the services you need.

A good social media marketing agency will always be able to provide any form of promotion or service that your company requires. That’s why you need to work with a digital firm like, which can handle social media ads, SEO, website design, business listings, email marketing, and much more.

If you own a catering company or a restaurant, you should also choose an agency that specialises in your industry, such as a Hospitality Marketing Agency. If you’re unsure about the scope of their services or what will be done in the first place, don’t make a deal with them.

  •  Real connection

Working with a firm that contradicts your brand values and what you stand for is a difficult task.

You might choose someone who doesn’t instantly “lock you in” with a contract to ensure that you’ll be working with the correct folks. As a result, you can think of the first few months of working with them as a trial period to evaluate if you and the company click and are comfortable working together. This will save you a lot of trouble in the long run because you’ll know you’re dealing with someone who shares your goal and brand values.


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