It’s 2023, and most of the world’s economies are in the grip of the COVID-19 pandemic while others are still reeling from political and economic unrest around the world.
The economies of many countries are booming, and governments need to manage their economic growth in difficult and challenging conditions.
This has always created special challenges for businesses and individuals who want to promote themselves in any way they can. Digital Marketing offers a true solution for all those individuals and businesses who want to expand their reach, interact with more people, increase brand awareness, and grow their businesses in the most cost-effective way.
Data from the National Communications Authority shows that about 140% of Ghanaians have a mobile phone connection – and this number is growing at about 8% per year.
Again, according to various reports, the internet penetration rate in Ghana is about 60% – with most people accessing the internet through mobile phones and tablets. Estimates from DATAREPORTAL also show that there are about 11 million users of various social media platforms in Ghana, and this number is growing at an average of 35% per year.
Search engines such as Google and Bing have also become a frequent starting point for consumers looking for products and services. These facts make online visibility essential for businesses and individuals if they want to be visible in the face of increasing customer traffic online, and take advantage of the huge opportunity to grow this trend. I discuss below a few of these opportunities:
Search Engine Optimization
Search Engine Optimization (SEO) refers to the collection of methods or techniques used to improve a website or blog to be more efficient and attractive, or to make the pages of the website higher in search engines (eg Google, Bing etc.). when people search for products and services.
Organic and paid search results are two types of results that appear when you search for any search engine. Organic search results are the unpaid part of the search results, and this is determined by the relevance of the website to the search results.
Website optimization does not cost money, but it takes time and effort to achieve this. Paid search, on the other hand, is an ad that appears at the top of a website for specific keywords selected by the advertiser, and pays for each person who clicks on your website link. Although both methods are effective in creating results, natural layouts provide consistent and long-lasting results. Paid search is sometimes used to search for other people for a short period of time. They are considered unreliable over time, and there is a high chance of a drop in traffic to the website if payments are stopped. It’s a bit expensive but great for property owners who need immediate results.
Email marketing is a form of direct marketing, and is a powerful and cost-effective tool for acquiring, engaging, managing and retaining customers. It is said that more than 90% of customers check their email every day, and it is said to be one of the most changing digital tools.
It’s an important way to build trust, credibility and connect with a tribe and group of people who will over time get to know your business and what it has to offer. Email newsletters, for example, allow you to inform your customers about your services and share information that adds value to your customers.
In addition to any announcements or updates on products and services, newsletters should contain interesting and beneficial information; such as ‘how to’ articles and guide sections on engaging your target audience. The most important thing in email marketing is to create a reliable and extensive mailing list that is distributed properly in order to spread the message to different groups.
One of the surest ways to build and grow a trusted and responsive mailing list is to use lead magnets. A lead magnet is something you give away for free in exchange for an email. These include small e-books, free tests or samples, free reviews or interviews or free webinars and more.
Social Media Marketing
Social media marketing is the use of websites and social media to promote or advertise a product or service.
About 11 million Ghanaians are active users of various social media platforms, the most popular being Facebook, Instagram, Twitter, TikTok, LinkedIn and Pinterest.
One of the key benefits of social media marketing is communication and the ability to connect with your customers in real time. It’s cheap, with ads costing less than US$1 a day.
Many social media sites also have functions to allow ads to be customized for audiences; whether age, gender, region or occupation. Although there may be a risk of encountering online influencers, using social media for marketing and creating awareness is very important.
Social media requires consistency in creating and posting well-designed images and careful copywriting of promotional materials that encourage action. In addition, using social media management platforms like Hootsuite, Sprout Social, Buffer, etc. makes it even better by allowing you to manage multiple social media accounts in one place, schedule posts in advance, monitor the amount of content you are dealing with your writing, the learning market. trends, and draw data-driven recommendations about the best times of day to post.
Furthermore, businesses can also seek partnerships with influencers whose audio style best connects with your customers or target audience; or use favorite people who match the company’s archetype.
Content marketing involves consistently creating and publishing relevant content that helps you reach, attract, engage and convert new customers.
Good content aligns with the customer journey, recognizes their needs and questions, and addresses them quickly.
Content marketing methods include the use of blogs, vlogs, podcasts, social media content, and anything else that your audience will find educational, entertaining, and beneficial.
Blogging is a platform that is designed for posting attractive and well-researched articles and opinions that always reflect knowledge and expertise in your core business. Video clips that are short but engaging that amplify a problem or provide important information to customers may find it valuable.
For example, financial institutions can always invest in things related to saving, establishing and establishing long-term wealth; real estate companies can explain how to start or succeed in real estate; The hospital should focus on nutrition, health-food, fitness etc.
All advertisements sent and received through mobile phones in the form of text messages, WhatsApp messages, downloaded applications and mobile websites are considered mobile advertising. Phone connections in Ghana are estimated to be around 140% of the population.
In addition, the WhatsApp messaging service is used by about 90% of all internet users in Ghana. According to gs.statcounter.com, more than 60% of traffic worldwide comes from mobile phones; and many online and e-commerce companies are showing increased sales after creating mobile-friendly websites.
With a strong partnership between telecommunications companies and third-party providers, businesses can deliver advertising and other relevant services directly to the mobile phones of different groups and groups of their customers and target audiences.
The recipients of such messages are often divided according to a large number of age groups: gender, income, level of education, occupation, etc. – and the messages are tailored to meet the specific needs of each group.
Affiliate Marketing Programs are a type of active marketing strategy that offers affiliate businesses that bring customers into your business through their marketing efforts.
E-commerce businesses can allow their products to be listed and promoted on other platforms and pay commissions for each successful sale. Banks and Financial Institutions can partner with major e-commerce platforms to promote the use of their debit and credit cards within the company, creating a win-win situation for both organizations.
Digital Marketing can help businesses expand their operations, break new boundaries and grow faster and more cost-effectively. It is therefore important for businesses to look at fully or partially implementing these strategies in order to adapt to the rapidly changing consumer landscape.