
Did you know that using digital marketing strategies can help small and medium businesses grow and thrive in today’s competitive world? A recent study on Ghanaian Small and Medium Business Organizations (SMBOs) found that businesses that embrace digital tools are more likely to achieve sustainable growth.
SMBOs are the heart of Ghana’s economy—making up an incredible 92% of all businesses. These businesses drive economic growth and create countless opportunities, but let’s face it: running such a business isn’t easy. With competition growing every day, standing out can feel like an uphill battle. That’s where digital marketing comes in. It’s one of the most effective ways to help businesses stay ahead and grow.
In this blog post, we’ll talk about the common hurdles SMBOs face when trying to go digital and why, despite the challenges, adopting the right strategies is key to staying competitive and building a successful business.
Common Digital Marketing Challenges That SMBOs Face in Ghana
Although digital marketing presents great opportunities, many SMBOs encounter common challenges that can discourage business owners, making it seem like an overwhelming task to implement effectively.
Lack of Awareness: Inbound marketing? Digital strategy? Search engine results? Marketing plans? Keywords? These terms can be confusing to a business owner who isn’t aware of digital marketing techniques. Many small business owners find it difficult understanding the digital landscape and the marketing tools available to them, making it challenging to see digital marketing as an effective tool for growth. Without a clear understanding of how a digital strategy can drive results, businesses often miss out on opportunities to leverage online platforms and reach their target audience efficiently.
Time Constraints: Running a business means wearing multiple hats—managing operations, handling customers, and keeping everything afloat. With so many responsibilities, dedicating time to building an online presence or managing digital marketing often takes a back seat. Creating and maintaining effective digital campaigns, such as using social media to engage customers or crafting strategies to promote your products, requires consistent effort and attention. For busy entrepreneurs, finding the time to focus on these areas can feel overwhelming.
Difficulty Measuring Returns: Tracking the success of digital marketing efforts can be challenging, especially for businesses navigating the complex digital marketing landscape. Without proper tools to measure metrics like conversion rate or engagement, it’s easy to feel like your resources are being wasted. Effective marketing relies on understanding which strategies are driving results—whether it’s social media posts, targeted ads, or email campaigns. However, many small business owners struggle to determine if their marketing messages are resonating with their audience or if their efforts are converting leads into customers.
Financial Constraints: Budgets are tight for SMBOs, and digital marketing can feel like an added cost. However, with the right strategies, even a small budget can yield great results. By effectively using various digital platforms, businesses can promote their products, build brand awareness, and reach a wider audience without breaking the bank.
Lack of Technical Know-How: Many small business owners struggle with the technical skills needed to effectively use digital channels for marketing. Whether it's optimizing a website, understanding digital marketing trends, or running successful digital marketing campaigns, the learning curve can be steep. Without a solid understanding of how to leverage social media and other digital tools, businesses risk executing ineffective campaigns and missing opportunities to grow.
Competition with Larger Brands: Big brands dominate online spaces, leaving smaller businesses struggling to stand out. Digital marketing, though, offers SMEs a chance to carve out their own space and connect with the right audience with relatable and relevant content.
Struggling with digital marketing? Let’s simplify it for you
Why Digital Marketing is Essential for Your SMBO
From improving your website’s search engine ranking through search engine optimization (SEO) to connecting with your audience through social media marketing, digital marketing strategies offer a wide range of solutions.
These strategies not only boost brand visibility and customer engagement but also create long-term growth opportunities. By leveraging services such as content marketing, pay-per-click (PPC) advertising, email marketing and web design, you can reach the right audience, track performance, and ensure sustainable success for your business.
Brand Visibility: Digital marketing enhances your digital presence, making it easier for customers to discover your business. Whether through search engines or a social media platform, having a high brand awareness ensures that you are easily found when potential customers need your products or services.
Identify & Engage With Your Target Audience: Digital tools allow you to gain a deeper understanding of your customers’ preferences and build relationships with them. By engaging with them through social media, emails, or other channels, you build stronger relationships and trust, which can translate to higher loyalty and repeat business.
Cost-Effective Marketing: Unlike traditional marketing, digital marketing has become a more affordable way to reach a wider audience. Small businesses can target specific demographics and optimize campaigns to get the best results even with a limited budget.
Trackable Results: One of the key benefits of digital marketing is the ability to track and analyze your efforts in real time. With the right tools like Google Analytics, you can measure the success of your marketing efforts, sales conversions, as well as make data-driven decisions to improve return on investment.
Sustainable Growth: By implementing consistent and adaptable online marketing strategies, your business can scale at a steady pace within the Ghanaian market. This allows your business to stay relevant in the ever-changing market and continue growing by meeting the evolving needs of your customers.
Effective Digital Marketing Strategies Created for You!

In today’s fast-paced and competitive business environment, digital marketing is no longer a luxury—it’s a necessity. For businesses in Ghana, embracing digital tools can unlock new opportunities for online visibility, customer engagement, and long-term business growth.
Despite the challenges, the right strategies can help your business overcome obstacles like limited resources and fierce competition, positioning them for success in the digital age.
Ready to increase brand visibility and see your business grow? Curate MKTG is here to provide you with tailored digital marketing solutions and strategies to help you meet your marketing activities.
Sources:
Naab, R.; Bans-Akutey, A. Assessing the use of e-business strategies by SMEs in Ghana during the Covid-19 pandemic. Ann.Manag. Organ. Res. 2021, 2, 145–160. [CrossRef]
Kwabena, G.Y.; Qiang, M.; Wenyuan, L.; Qalati, S.A.; Erusalkina, D. Effects of the Digital Payment System on SMEs Performance in Developing Countries; a Case of Ghana. EPRA Int. J. Econ. Bus. Rev. 2019, 1, 79–87. [CrossRef]
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15(6), 4760. https://doi.org/10.3390/su15064760
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