Digital Marketing & Social Media

Strategy first, because posting is the easy part

Most social media work starts with a calendar and works backwards to an audience. It produces posts that are pleasant and sell nothing, because nobody ever wrote down who they were for.

I start at the other end: who actually buys this, what makes them buy it today rather than next month, and what they need to see before they trust the price. The calendar is the output of that, not the input.

What that looks like in practice

For Omek Gigs Appliances, a home appliance retailer with branches across Ghana, the work started as six written buyer profiles before a single post was drafted.

Not personas in the vague sense. Each one names the income band, the cities, what triggers the purchase, what they are afraid of, which products they actually buy, and roughly what they spend. The new homeowner furnishing an empty house buys three to five items at once and is frightened of buying a refurbished unit sold as new. The family whose fridge died yesterday buys one thing, urgently, and cares more about the electricity bill than the brand.

Those are different adverts, different pictures, different opening lines and different places to run them, and you only know that because you wrote the profiles down first. That document then drives the targeting, the creative and the offers, so every post can be traced back to a person it was written for.

The calendar and the page

Once the profiles exist, the rest is routine, and routine is the point. A content calendar so the page does not go quiet for three weeks and then post five times in a day. Page management so comments and messages get answered rather than accumulating under a post from last month.

Enquiries that come in through those messages are worth catching properly, which is what the AI automation service is for. The two work well together and neither requires the other.

What you will not find on this page

No reach figures, no engagement percentages and no return on ad spend. Not because the work did not happen, but because I do not have numbers from it that I could stand behind, and a marketing page is the last place a made-up figure should appear.

When there is a campaign with recorded before-and-after numbers, it will appear in the work section with the method next to it, the same way the performance figures on this site already do. Until then this page tells you how the work is done and lets you judge that.