Build before you hype – Digital marketing expert warns startups against early influencer deals
By Solomon Nartey Tetteh
A digital marketing expert, Jonathan Nii Laryea, has cautioned new online businesses against the early use of social media influencers, describing it as a potential setback for long-term business growth.
Speaking on the Business Breakfast Show on Zed FM, Mr. Laryea stated that many startups in Ghana rush to engage influencers without first establishing a strong operational and brand foundation.
“We shouldn’t be in a hurry to bring influencers on board when the business is still finding its feet,” he said.
Ghana’s digital marketplace has expanded rapidly in recent years, with online entrepreneurship on the rise. However, Mr. Laryea believes this growth must be matched with strategic planning and caution, especially when it comes to marketing investments.
He noted that while influencers play a vital role in brand visibility, engaging them too early could result in short-lived attention that fails to translate into sustainable customer loyalty or sales.
Mr. Laryea also stressed the need for digital security among online entrepreneurs. He advised business owners to keep their business and personal digital tools separate—especially emails and bank cards—emphasizing that this simple action significantly boosts cybersecurity.
“Using the same email and card for both personal and business transactions increases your vulnerability to cyber threats,” he said.
Highlighting the importance of an online presence, Mr. Laryea described digital engagement as no longer optional but essential.
“Businesses without an online presence are missing out on significant opportunities. In this age, it’s crucial to take your business online,” he emphasized.
He further encouraged business owners to foster interactive communication with their audience, saying two-way engagement builds trust and strengthens brand connection. “Customers respond better when they feel heard and valued,” he added.
