Digital Marketing in a Niche B2B Company
Tasanen, Julianne (2021)
Tasanen, Julianne
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202104296292
https://urn.fi/URN:NBN:fi:amk-202104296292
Tiivistelmä
The use of social media in B2B businesses is not as common as it is in B2C companies and social media platforms have become highly popular and highly important, especially in the last few years. Today, there are social media platforms like LinkedIn which are created with businesses in mind. Social media and digital marketing should be used to support customer relationships and to ease customer’s decision-making process. B2B companies are able to build communities online, communicate their brand to their audience through targeted social media posts. This thesis investigates Tonisco, a niche B2B technological company and how improving their digital marketing and website can improve brand awareness and increase sales.
For this thesis, mixed methods were used. Both quantitative and qualitative research was conducted. Google Analytics for Tonisco.com were analyzed in conjunction with a customer survey and an interview with a B2B social media strategist specialist was conducted.
The research obtained through Google Analytics for the Tonisco.com website revealed where on their website Tonisco should make changes in order to lower their website bounce rate, keep customers on their website for a longer amount of time and contact Tonisco. It was clear that there were overlaps with the Google Analytics and survey answers. Although, what was interesting was that none of the customers were keen on finding information on social media. From these findings, recommendations were made for Tonisco, in which ways they could improve their websites and social media content to be more engaging to their customers, improve their brand awareness and increase sales.
For this thesis, mixed methods were used. Both quantitative and qualitative research was conducted. Google Analytics for Tonisco.com were analyzed in conjunction with a customer survey and an interview with a B2B social media strategist specialist was conducted.
The research obtained through Google Analytics for the Tonisco.com website revealed where on their website Tonisco should make changes in order to lower their website bounce rate, keep customers on their website for a longer amount of time and contact Tonisco. It was clear that there were overlaps with the Google Analytics and survey answers. Although, what was interesting was that none of the customers were keen on finding information on social media. From these findings, recommendations were made for Tonisco, in which ways they could improve their websites and social media content to be more engaging to their customers, improve their brand awareness and increase sales.