Everyone who works in tech marketing knows the difference between B2B and B2C companies. Business to business (B2B) and business to consumer (B2C) represent the audience that these companies target.
What you may not have heard of is B2B2C. These are businesses that help other businesses cater to consumers. There are a few African tech companies that can be described as B2B2C like Tix Africa, Paid HR, and Chowdeck. Marketing for B2B and B2C companies are different but straightforward. B2B2C is where it gets a little complex.
But don’t worry, today’s issue unpacks some insights to help you navigate tech marketing. Whether it's B2B, B2C or B2B2C, we’ve got some tips for you!
About Chowdeck
Chowdeck is a logistics-tech company that’s shaking up the food delivery scene in Nigeria. It’s an on-demand service that connects customers with a wide range of restaurants, offering speedy food delivery and a seamless user experience through their mobile app.
Beyond delivering food, Chowdeck also helps restaurants expand their reach and boost sales. That’s what makes them a B2B2C company. They recently closed a partnership deal to be the sole delivery partners for Chicken Republic in Lagos and Ibadan. To launch this, they teamed up to create a Refuel meal promo, and of course, had to promote it too. Let’s talk about their strategy.
Their Refuel Meal @ ₦1k campaign
They started by creating buzz on social media through an influencer collaboration with Hauwa. This was a very authentic way to sympathize with the general struggles of Nigerians. It was also a great way to create awareness for a ‘problem’ that Chowdeck and Chicken Republic could provide a solution to.
This collaboration was followed by some engagement by both Chowdeck and Chicken Republic. This made this campaign feel organic, and their audiences believed that their engagement engineered the promo.
The buzz generated from the influencer campaign resulted in a lot of user-generated content on Twitter when the promo began. There have been many customers sharing pictures and videos of Refuel meals they bought on Chowdeck for weeks.
Lastly, they topped it off with billboards strategically placed all over Lagos. One thing that's worthy of note is the timing of their execution. Both online and offline elements were so well-timed that consumers thought it was organic at first, and then started to realize it was a campaign a little later.
Why this strategy works
Chowdeck's collaboration with Chicken Republic for the Refuel meal promo was a masterclass in great campaign execution. Here’s why we think so:
Brand engagement: All the user-generated content on Twitter over the past 2 weeks of the campaign is a huge testament to the brand engagement generated by Chowdeck for this campaign.
Increased sales: The goal of promos like this is usually increased sales. Judging by all the content we’ve been seeing, Chowdeck achieved this. Many customers shared content of them buying up to 5 packs of the Refuel meal at a time due to its temporary crashed price.
TikTok isn't just for Gen Z anymore. Many B2C tech companies are leveraging it to connect with a wide and engaged audience, and you should too. It has over 1 billion active users, and we believe it's a goldmine for building brand awareness, engagement, and even driving conversions. But how do you approach TikTok as a tech company? We’ve got some tips for you:
Post consistently: Keeping a regular posting schedule keeps your brand top-of-mind for your audience. It also allows you to experiment with different content formats to find what works best.
Embrace UGC: User-generated content is king on TikTok. Leverage trends to encourage your customers to create content featuring your brand. This boosts your reach but also allows you to engage with them.
Engage with other accounts: Interact with other brands and users in your industry. Comment on their TikToks, stitch their videos, and even plan duets so you can reach a wider audience you otherwise wouldn’t have access to on your own.
Follow trends: TikTok is all about trends. Use TikTok regularly to keep track of the latest challenges, sounds, and effects to create content that gets you on your target audience’s FYPs.
Content partnerships: Collaborate with influencers or complementary brands to create content or host giveaways.
Utilize creator search insights: Just like Google Search Console, TikTok's Creator Search Insights can help you identify potential content opportunities that your target audience searches for.
If there’s one thing about social media platforms — they’re going to have updates. Here are some important ones from Instagram and LinkedIn that you should take note of:
Instagram’s 20-slide Carousel
Instagram carousels are becoming a bigger asset to creators. Creators can now create carousels with up to 20 slides. Now that’s a whole photo album!
What does this mean for you?
With more slides to play with, brands can create richer and more engaging content experiences. The update also provides opportunities for more creative storytelling. The possibilities are endless!
Sponsored Newsletters on LinkedIn
Last time, we shared that LinkedIn now allows businesses to promote their newsletters to a wider audience within the LinkedIn platform. Now they’re taking it up a notch. LinkedIn now allows businesses to sponsor other creator’s newsletters. This means that brands can now put their branding on popular newsletters created by thought leaders in their industry. Great, right?
What does this mean for you?
Sponsored newsletters are a fantastic opportunity to reach a highly targeted professional audience on LinkedIn. If you’re a B2B marketer, you should definitely consider including this in your paid marketing strategy.
Another month, another slice of marketing. From Chowdeck's Refuel Meal campaign to mastering TikTok and the latest social media updates, we've covered a lot of ground.
To cover even more ground, you should join our next edition of T E M S I Touchpoints later this month. Measuring the impact of your marketing campaigns on your company’s bottom line is essential. Create a blog post? Social media campaign? GA4 can help you track where your conversions are coming from. We'll cover everything from setting up your account to mastering advanced reporting.
Don't miss out! Register now for just ₦15,000.
May Marketing Be Ever in Your Favour,
The T E M S I Team