Ep 7: A masterclass in marketing your brand beyond social media and why having your own platform matters with Kwabena Oppong Boateng

In this episode I chat with Kwabena Oppong Boateng. Kwabena is a dynamic communications professional with extensive social media, telecommunications and advertising experience across public, private and corporate sectors in Ghana, Nigeria and the United Kingdom. He is the founder of Kayobi clothing, and Nkanee, a 21st century strategy consultancy based Accra, Ghana that specialises in innovative physical and digital experiences powered by ideas and creativity.

If first came across Kwabena having seen an article he posted on LinkedIn that spoke of the effect that social media outages in Ghana have on local business relying solely on these platforms to build their businesses. And the dangers of doing so. With a wealth of experience as an entrepreneur and a digital marketing specialist Kwabena, shares his tips for creating a business marketing strategy:

  1. Tie your strategy to your real business goals, goals that help you make money. So decide what these goals are, is it to get sales, or to get clients.
  1. Choose you platforms wisely – try not to be on every platform, because you may not have the resources, people time and money to manage everything. So for example if you are a fashion brand you might be better off on Instagram, if you are a consultancy LinkedIn might be better. So think about your audience and choose the platform where they are.
  1. Create a content plan – your chosen platforms need content. This could be video, pictures captions, but you need to know what is the purpose of the content, because there is no point in creating beautiful images if no-one buys. Content ideas include blog posts to help keep your website fresh, and rank better in Google. Writing an article for LinkedIn can get you an interview or you can do audio books.
  1. You need a budget – digital marketing can be highly ineffective without paying money. Are you going to put your money into Google ads, or Facebooks ads, and which ever you choose do you know how to make them work for you. If not you can lose a lot of money with little in the way of results to show for it.
  1. Once your strategy is up and running measure  the results, using tools like analytics. If you are not getting returns try something different, until you find what works.
  1. Also look at other brands, not just the big names but the little ones too. Look at a wide variety of brands and see how they try to convert customers, to getting their attention, or getting them to take some kind of action.

We talk about:

  • His LinkedIn article, Blackout, which discusses social media outages in Ghana, and the effect this has on businesses and sales
  • The dangers of using social media platforms as the sole place to run a business
  • The difficulty for African brands and access to reliable commerce solutions and the solutions
  • Why having a website even if it is a simple webpage matters, and the advantages of having your own platform
  • The importance of using offline in your marketing strategy
  • The value of collecting customer data and cultivating real relationships with your customers
  • How to create a business marketing strategy that works for your business
  • Analytics and how to use them in your business 
  • Attracting attention to your your business

“The advantage of having your hub is that you can … build a long term relationship with the client, and have more sales over a life-time.” – Kwabena Oppong Boateng

Links and resources mentioned in this episode 

Blackout LinkedIn – https://www.linkedin.com/in/kboateng?originalSubdomain=gh

Jumia – https://group.jumia.com

Shopify – https://www.shopify.co.uk

Bigcartel – https://www.bigcartel.com

Bigcommerce – https://www.bigcommerce.co.uk

Orijin Culture – https://orijinstore.com

Christie Brown – https://www.christiebrownonline.com

Duro Olowu –  https://www.duroolowu.com

Quicksell App – quicksell.co

Where you can go to find out more about Kwabena:




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And before you go I have a favour to ask, if you could you take a few minutes to do the three R’s: that is rate it, review it, and recommend it to anyone you feel would benefit. It will really make a difference and I would greatly appreciate it. Thanks again.

Tapiwa Matsinde

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