Marketing and Customer Acquisition for MSMEs
Know your customers, price and position your offer, win buyers on WhatsApp, Facebook and the market floor, keep them coming back and plan your next 90 days of marketing.
What you'll learn
- Describe your main customer groups using simple personas and the jobs they want your product to do
- Write a clear value proposition and positioning statement that sets your business apart from nearby competitors
- Set and check prices using cost, competitor and value information
- Choose low-cost offline and digital marketing activities that suit your customers and your budget
- Set up and use WhatsApp Business, a Facebook page, Instagram, TikTok and Google Business Profile to attract and serve customers
- Handle sales conversations, follow up enquiries and close sales without pressure or begging
- Keep customers coming back with simple retention and loyalty methods
- Measure cost per customer, conversion rate and customer lifetime value, and build a 90-day marketing plan
Who this course is for
- Owners of micro, small and medium enterprises in any sector
- Sales and marketing staff in small businesses who want a practical system
- Artisans, traders, food vendors, farmers and service providers who want more steady customers
- Young entrepreneurs preparing to launch a product or service
- Business advisers and trainers who support MSMEs
Course content
8 sections · 42 lessons · 7h 4mStart here: welcome to Marketing and Customer Acquisition for MSMEs 3 lessons · 14 min
Module 1: Understanding your customer 6 lessons · 56 min
Module 2: Your offer, your position and your price 6 lessons · 56 min
Module 3: Low-cost marketing that works in your community 6 lessons · 59 min
Module 4: Selling with WhatsApp, social media and Google 6 lessons · 55 min
Module 5: Converting enquiries and closing sales 6 lessons · 1h 1m
Module 6: Keeping customers and measuring what works 6 lessons · 54 min
Final module: your 90-day marketing plan 3 lessons · 1h 9m
Before you start
- You own or work in a small business, or you are about to start one
- A smartphone with WhatsApp is helpful for the digital marketing module
- A notebook, or a simple spreadsheet, for your own figures
- No marketing background is needed
About this course
Most small businesses in Ghana do not fail because the product is bad. They struggle because not enough of the right people know about it, or because the people who do ask are not turned into paying, returning customers. A chop bar with the best waakye in the area still needs full benches at lunchtime. A talented designer still needs brides who book early and pay a deposit.
This course is for owners of micro, small and medium enterprises and the staff who handle sales and marketing for them. It is written by a trainer who has spent years working with traders, food vendors, farmers, salons, fashion houses and small manufacturers, and it assumes you have a small budget and very little spare time.
You will start with your customer: who buys, why they buy and what job they are hiring your product to do. From there you will sharpen your value proposition, set prices that cover your costs, and choose the right mix of low-cost and digital marketing, from referrals, market days and community radio to WhatsApp Business, Facebook, Instagram, TikTok and Google Business Profile. You will practise sales conversations, learn to follow up enquiries properly and build a simple loyalty habit that keeps customers returning.
Three Ghanaian businesses run through the whole course: a chop bar in Tamale, a fashion designer in Accra and a poultry farmer in Techiman. You will see their real decisions, their mistakes and the numbers behind them.
You finish with a one-page customer profile, a price check, a set of sales scripts, three simple marketing measures and a 90-day marketing plan you can download and start using on Monday.
Your instructor
SkillsPillar Faculty
Practitioners and trainers in strategy, public service, enterprise and workplace compliance
SkillsPillar courses are written by practitioners who have trained graduates, managers, public servants and business owners across Ghana. Every course is built around real situations, practical tools and activities that test judgement, not memory.
Learner reviews
No reviews yet. Learners who enrol can leave the first one.
Frequently asked
How do I pay for a course?
Pay securely with MTN MoMo, Telecel Cash, AT Money, Visa or Mastercard through Hubtel. You get access straight after payment.
How long do I have access?
For life. Once you enrol, the course stays in your account and you can learn at your own pace, including any updates we make.
Do I get a certificate?
Yes. Finish every lesson in a course and a certificate is issued automatically. Each one has a QR code and a public link employers can use to check it.
Can I learn on my phone?
Yes. Everything works on a phone, tablet or computer, and your progress follows you between devices.
You might also like
How to Monitor and Assess Your Strategy
Turn your business plan into a handful of numbers you track every month, spot problems early, adjust with confidence and report clearly to lenders and partners.
How to Write a Proposal for Donor Funding
Find the right call, decide whether to bid, and write a clear, costed, compliant grant proposal that a donor panel can score highly and fund.
Funding Your Business: Savings, Loans, Grants and Investors
Work out if you need funding, how much and from where, compare the real cost of a loan in cedis, avoid scams and write a one-page funding request.