5min
Module 1: Understanding B2B vs B2C
Module 2: Strategies for B2C Sales
Module 3: Strategies for B2B Sales
Module 4: Adapting Your Sales Based on Context
Module 5: Final Course Project
7/16 Lessons
Content
Histoire de vie réelle
Dans cette leçon, vous apprendrez ce que signifie vraiment le marketing — surtout si vous avez toujours pensé qu'il s'agissait simplement de convaincre quelqu'un d'acheter. Vous verrez que le marketing commence avant la vente et continue après qu'une personne devient votre client. Et surtout, vous comprendrez comment VOUS pouvez utiliser le marketing même si vous débutez avec une petite idée d'entreprise.
1. Channel 1: Social Media Marketing

Social media is the primary channel for building brand awareness, fostering an emotional connection, and driving traffic to your e-commerce platform. It is a highly visual and interactive space.
How to Use It:
Use high-quality photos and videos to showcase your product and your brand's story. Platforms like Instagram and TikTok are ideal for this.
Engage directly with your followers in the comments and DMs. Encourage user-generated content (UGC), where customers share photos of themselves with your product. This builds trust and social proof.
Use features like Instagram Shopping, Facebook Shops, and shoppable pins on Pinterest to allow customers to buy directly from the platform without leaving.
Use the powerful targeting tools on platforms like Facebook and Instagram to reach your ideal customer based on their interests, demographics, and behavior.
2. Channel 2: E-commerce Platforms

This is the digital storefront where the sale is finalized. A well-designed e-commerce platform is critical for ensuring a frictionless, simple, and secure checkout process.
How to Choose and Use One:
Choose a platform that is easy for you to manage and easy for your customers to navigate. Global platforms like Shopify are popular for their simplicity, but consider local platforms that integrate with regional payment gateways.
A huge percentage of B2C traffic comes from mobile devices. Your site must be perfectly optimized for a smartphone screen.
Ensure your platform integrates with a wide range of payment options relevant to your target market. This includes credit cards, PayPal, and especially mobile money services that are essential for many African markets (e.g., Orange Money, Mvola by Telma).
Use a secure platform to protect your customers' data and build trust.
3. Channel 3: Email Marketing

Email is one of the most effective channels for customer retention and building long-term relationships. It provides a direct, personal line of communication that you own (unlike social media, which is owned by a third party).
How to Use it:
Automatically send a series of emails to new subscribers to introduce your brand story, share your best products, and offer a first-time discount.
Segment your email list to send personalized emails based on past purchases or browsing behavior.
Send post-purchase follow-up emails to thank customers, ask for a review, and suggest related products. This builds loyalty and encourages repeat business.
Send a series of emails to customers who haven't purchased in a while to remind them of your brand and offer an incentive to come back.
4. Channel 4: Search Engine Marketing (SEM) & SEO

While social media creates demand, search engines capture existing demand. People who search on Google are actively looking for a product or service. Your goal is to be the first result they find.
How to Use it:
SEO (Search Engine Optimization): This is the practice of getting your website to rank higher in search results for free. This involves using the right keywords in your product descriptions, blog posts, and website content.
SEM (Paid Ads): This involves paying Google to place your ads at the top of search results. This can be an effective way to drive immediate, targeted traffic to your site.