Social-Media-Marketing zur Neukundengewinnung in B2B-Märkten

Abstract

Many B2B companies are still of the opinion that social media marketing is not an adequate marketing channel for attracting new customers due to the special characteristics of the B2B sector. Even though the majority of previous research on social media marketing has focussed on the B2C sector, the B2B sector is receiving increasing attention in science. This bachelor's thesis therefore aims to summarise the current state of knowledge with the help of a literature review and to provide concrete recommendations for action for B2B companies based on this. The aim of the thesis is to find out whether and how B2B companies can use social media marketing to acquire new customers. The first part of the thesis deals with the special features of the B2B sector in order to find out how it differs from the B2C sector and how purchasing decisions are made. The following chapter takes a closer look at social media marketing, analysing the challenges, potential and success factors. The process of acquiring new customers is also analysed, followed by specific recommendations for B2B companies. The results of this study show that social media marketing is also suitable for B2B companies and can be used effectively to acquire new customers. However, companies must ensure that both the company itself and the people involved are prepared for this endeavour and that the necessary skills and resources are available. The starting point for any social media marketing strategy is always the desired target group, as any decision regarding content or channels must be customised to this target group in order to be successful. It is essential to create innovative and relevant content in order to arouse the interest of the target group and retain it in the long term. By introducing social media guidelines and training employees, it can be ensured that the social media presence remains consistent and professional, increasing trust and enabling long-term partnerships. Finally, it is crucial that B2B companies continuously monitor and, if necessary, adapt their social media activities to meet dynamic market conditions and changing customer demands

Date of Award	2024
Original language	German (Austria)
Supervisor	Armin Johann Schnürer (Supervisor)