Marketing for SMEs: A strategic imperative for growth

Small and Medium-Sized Enterprises (SMEs) are vital contributors to national economies across the globe, particularly in emerging markets such as Ghana. They provide employment, foster innovation and support local economic development. 

Despite their importance, many SMEs underestimate the value of marketing or assume it is only relevant to larger corporations with substantial budgets.

This misunderstanding often stems from limited capital, a narrow focus on operations, or a lack of marketing knowledge among SME owners.

However, strategic marketing is not a cost, it is an investment that, when properly implemented, can significantly enhance the growth, sustainability and competitiveness of SMEs.

This article explores practical and sustainable ways in which SMEs can integrate marketing into their operations, even with limited resources.

Cultivating a marketing-oriented mindset

The first and most crucial step for any SME is adopting a marketing orientation, a company-wide mindset that places the customer at the heart of every decision. This shift begins with leadership. Owners and top managers must go beyond simply acknowledging marketing as a department or activity.

Instead, they must live out the principles of marketing: understanding customer needs, responding to market trends and aligning products to meet specific demands. This cultural shift encourages customer satisfaction, loyalty and long-term profitability.

Regardless of their background, SME leaders must commit to learning about marketing and encouraging their teams to do the same.

When leadership values marketing, it becomes embedded in the business, guiding product development, customer service, communication and innovation. Marketing should not be seen as an event or campaign. It must become a way of life within the SME.

Recruiting and empowering qualified marketing professionals

While SMEs may not have the capacity to build large marketing departments, hiring at least one qualified marketing professional can make a significant difference. Such individuals bring a specialised skill set including market research, branding, customer engagement, digital marketing and analytics that many SME owners or general staff may lack.

To maximise impact, SMEs should ensure marketing professionals receive the logistical, administrative and financial support they need to function effectively.

This may include access to digital tools, customer data, promotional budgets and collaboration with other departments. Marketing personnel are not just responsible for external communication; they are strategic assets who:

• Identify target markets

• Develop promotional strategies

• Build customer relationships

• Provide feedback on customer satisfaction and competitive positioning

When given autonomy and support, they can significantly reshape an SME's market performance.

Practicing customer empathy and relationship building

Many SMEs fall into the trap of assuming that their mere existence or product offering is a favour to the market. This entitlement mindset is harmful.

Customers have choices and they choose businesses that listen, care and deliver consistent value. Customer empathy involves seeing things from the buyer’s perspective:

• What are their pain points?

• What expectations do they have?

• How do they perceive value?

SMEs must train their teams to handle customer interactions with humility, patience and a service-oriented approach.

Simple gestures such as listening attentively, resolving complaints quickly and expressing appreciation can create lasting loyalty and generate positive word-of-mouth. An SME that treats customers as partners rather than transactions is more likely to thrive.

Enhancing responsiveness and communication

Responsiveness is a key determinant of customer satisfaction. Unfortunately, many SMEs are criticised for being slow or unprofessional in responding to inquiries, complaints or feedback. To address this:

• Establish clear protocols for customer interaction (e.g., response time targets, follow-up procedures).

• Train all employees not just marketers to communicate professionally.

• Use automation where possible (e.g., auto-reply to emails, chatbots) to acknowledge customer messages promptly.

• Fast, clear and respectful communication builds trust and reduces customer churn.

Embracing digital transformation

The world is rapidly moving toward digital commerce and communication. SMEs that fail to establish a digital presence risk becoming invisible in an increasingly online marketplace. A basic digital marketing setup for SMEs should include:

• A mobile-friendly website with clear information about products, services and contact details.

• Active social media accounts that engage customers and showcase offerings.

• Listings on relevant online directories and platforms (e.g., Google Business, local e-commerce platforms).

• Depending on capacity, SMEs can also explore email marketing, search engine optimisation (SEO) and online advertising. Importantly, digital marketing allows for cost-effective outreach, targeted campaigns, and real-time feedback, making it ideal for SMEs with limited budgets.

• A well-managed digital presence not only increases visibility but also boosts credibility and customer access.

Customer relationships

Creating digital channels is only the first step. The next challenge is effectively managing customer relationships through these platforms. This involves:

• Monitoring customer inquiries, reviews and feedback on digital platforms.

• Responding to messages promptly and professionally.

Analysing data from social media or websites to understand customer behaviour and preferences.

SMEs should consider using Customer Relationship Management (CRM) tools, many of which are affordable or free. These tools help organise customer information, track interactions and segment audiences for personalised communication.

Digital engagement must be consistent. Inactive pages, outdated content or ignored messages can damage a brand more than having no digital presence at all.

Marketing as a strategic lever for SME growth

For SMEs, marketing is not optional; it is a critical lever for visibility, growth and survival. In competitive markets, the ability to attract, satisfy and retain customers is what separates thriving businesses from those that fade away.

By adopting a marketing mindset, hiring qualified personnel, practicing empathy, improving responsiveness and leveraging digital tools, SMEs can position themselves for long-term success.

These steps do not necessarily require large budgets but they do require commitment, discipline, and a willingness to learn. SMEs that take marketing seriously will not only grow they will also lead.

The writer is the Head of Marketing Department at University of Professional Studies, Accra