Dr. Ibn Kailan Abdul-Hami: Marketing For Entrepreneurs In Ghana

Marketing is not exclusive to large corporations; it is an essential tool for businesses of all sizes, including entrepreneurs.

In Ghana, many successful businesses have emerged from humble, one-person operations. For the entrepreneur, marketing is not a luxury—it is a strategic investment.

When applied effectively, it can significantly enhance business visibility, customer loyalty, and revenue growth.

Below are practical marketing strategies tailored for entrepreneurs in the Ghanaian context:

Understand and Meet Customer Needs
The success of any business begins with understanding and responding to customer needs. For example, Auntie Muni Waakye, a renowned food vendor in Accra, has earned national recognition by maintaining the taste, quality, and consistency her customers expect. Her ability to listen to feedback and adapt her services accordingly has helped her stand out in a competitive food market.
Enhance Customer Experience Through Value-Added Service
Providing extra value, even in small ways, helps retain customers and encourages referrals. A seamstress in Madina, for instance, may offer free minor adjustments or fast turnaround for repeat clients. These small gestures improve the customer experience and build loyalty over time.

Similarly, many traders in the tech repair space—like phone or laptop technicians in Circle—offer free diagnostics or cleaning services as a way to build rapport and trust with customers.

Cultivate and Sustain Customer Relationships
Building strong, personal relationships with customers is especially valuable in Ghana, where word-of-mouth remains a powerful form of marketing. A barber operating from a small container shop in Kasoa might maintain a list of regular clients, send appointment reminders, or simply build rapport through friendly conversations. These relationships foster customer retention and reduce the risk of clients moving to competitors.
Establish Trust and Reliability
Trust is a cornerstone of business in Ghana. Customers often return to vendors they believe are honest and dependable. For example, in Makola Market, shoppers may walk past several stalls to buy from a specific trader they trust. This loyalty is earned through transparent pricing, consistent product quality, and respectful communication.

Similarly, a taxi driver in Accra who is punctual, fair in pricing, and courteous often builds a steady base of repeat customers who prefer his services over ride-hailing apps.

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Recognize and Reward Loyalty
Simple gestures to appreciate loyal customers can go a long way. A baker in East Legon might give discounts on bulk orders or a free treat to regular patrons. These acts not only encourage repeat business but also turn customers into brand ambassadors who share their positive experiences with others.

Conclusion
While these are not the only marketing strategies available, they are particularly effective for entrepreneurs operating within the Ghanaian business landscape. The success of your business is closely tied to your ability to connect with customers, understand their needs, and consistently deliver value. With intentional marketing—rooted in trust, service, and personal connection—even the smallest business can grow and thrive in Ghana’s vibrant entrepreneurial ecosystem.

The author, Dr. Ibn Kailan Abdul-Hamid, is the Head of the Marketing Department at the University of Professional Studies, Accra.

Email: [email protected]

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