Influencers can wait — Digital expert advises online startups
By: Solomon Nartey Tetteh
Digital marketing expert Jonathan Nii Laryea has identified the premature use of influencers as a major misstep for new online businesses.
Ghana has witnessed a rapid rise in digital entrepreneurship in recent years, creating a highly competitive online marketplace. In this evolving landscape, buyers are no longer constrained by geography or product limitations, making strategic planning even more critical for startups.
According to Mr. Laryea, rushing to engage influencers too early in the business development process can undermine long-term growth.
Speaking on the Business Breakfast Show on Zed FM on Wednesday, 21 May 2025, Mr. Laryea stressed that building a solid foundation should take precedence over marketing hype.
“We shouldn’t be in a hurry to bring influencers on board when the business is still finding its feet,” he cautioned.
Mr. Laryea also emphasized the importance of digital security for online entrepreneurs. He advised business owners to separate their business emails and bank cards from their personal ones, noting that this simple measure significantly enhances cybersecurity.
He reiterated the importance of having an online presence, stating that selling online is no longer optional but essential in today’s digital era.
“Businesses without an online presence are missing out on significant opportunities. In this age, it’s crucial to take your business online,” he stated. He therefore advised online businesses to maintain two-way communication with their audiences, explaining that interactive engagement helps customers connect with and better understand the brand.
