The Ghana Export Promotion Authority (GEPA) recently concluded a two-day workshop focused on empowering businesses in the beauty and cosmetics sector with essential social media marketing skills. Held in Accra from April 24-25, 2025, the workshop was a collaborative effort between GEPA’s Impact Hub, a technology-driven information center, and Digital Marketing Bureau Consult, a Ghanaian IT consulting firm. This initiative underscores GEPA’s commitment to leveraging technology and innovation to bolster the growth and competitiveness of Ghanaian businesses, particularly within the burgeoning beauty and cosmetics industry. By equipping these businesses with digital marketing expertise, GEPA aims to facilitate their expansion into new markets, both domestically and internationally, ultimately contributing to Ghana’s export growth and overall economic development.
The workshop targeted 25 selected businesses operating within the beauty and cosmetics sector, a vibrant and growing industry in Ghana. This sector presents significant potential for export expansion, particularly given the increasing global demand for natural and ethically sourced beauty products. By focusing on this specific sector, GEPA strategically aims to capitalize on these opportunities and position Ghanaian businesses for success in the global market. In addition to the business representatives, five GEPA officers also participated in the workshop, demonstrating the organization’s commitment to internal capacity building and ensuring its staff possesses the necessary skills to support businesses effectively. This integrated approach strengthens GEPA’s ability to provide comprehensive and relevant support to the businesses it serves.
Ambrose Edwin Nsarkoh, Deputy CEO of GEPA (Operations and Admin), addressed the participants and emphasized the government’s prioritization of small and medium-scale enterprises (SMEs) as a key driver of economic growth and job creation. He highlighted the workshop as a tangible example of the government’s commitment to providing SMEs with the tools and resources they need to thrive in the modern business landscape. The initiative, he explained, is designed to empower young entrepreneurs, increase employment opportunities, stimulate production, and ultimately contribute to the country’s export growth. This focus on SMEs reflects a broader national strategy to foster a dynamic and resilient private sector, contributing to sustainable economic development.
Henry Otoo, Senior Digital Training Consultant at Digital Marketing Bureau Consult, praised the initiative and stressed the importance of social media marketing in today’s digital age. He urged businesses to allocate resources to social media platforms, recognizing their potential to connect directly with customers, build brand awareness, and drive sales. He emphasized that effective social media engagement is crucial for businesses seeking to expand their reach and establish strong customer relationships in the competitive online marketplace. To ensure the long-term success of the training, Mr. Otoo announced that each participant would receive six months of post-training support, providing ongoing guidance and assistance in implementing their newly acquired social media marketing skills.
The comprehensive curriculum covered a range of essential digital marketing topics, equipping participants with a holistic understanding of social media strategy. The workshop addressed key areas such as digital branding, target market identification, content strategy development, advertising strategies, return on investment (ROI) analysis, and analytics tracking. This comprehensive approach provided participants with the practical knowledge and skills necessary to develop and execute effective social media marketing campaigns. By covering these diverse aspects of digital marketing, the workshop ensured participants could leverage social media to achieve their business objectives, from building brand awareness to driving conversions.
Upon successful completion of the workshop, all 25 business representatives and the 5 GEPA officers received certificates of participation. This recognition served as a testament to their commitment to professional development and their readiness to implement their newly acquired social media marketing skills. The certificates also symbolize the successful collaboration between GEPA and Digital Marketing Bureau Consult in empowering Ghanaian businesses. Looking ahead, GEPA plans to continue offering such workshops and initiatives, expanding its reach to other sectors and contributing further to the growth and development of Ghana’s export industry. By fostering a culture of continuous learning and innovation, GEPA aims to position Ghanaian businesses at the forefront of the global marketplace.
