Leveraging social networks for B2B customer acquisition in the optical industry in Spain: strategies and outcomes
[EN] This thesis project explores the strategic use of social networks for B2B customer acquisition in Spain s optical industry, an area where digital engagement remains underutilized. Platforms like LinkedIn, Instagram, and Facebook hold significant potential for connecting optical businesses with...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | inglés |
| OAI Identifier: | oai:riunet.upv.es:10251/220474 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/220474 |
| Access Level: | acceso abierto |
| Palabra clave: | Social networks marketing Digital marketing Niche marketing Content marketing Marketing de redes sociales Marketing digital Marketing de nicho Marketing de contenido Sector óptico Máster Universitario en Gestión de Empresas, Productos y Servicios-Màster Universitari en Gestió d&apos Empreses, Productes i Serveis |
| Sumario: | [EN] This thesis project explores the strategic use of social networks for B2B customer acquisition in Spain s optical industry, an area where digital engagement remains underutilized. Platforms like LinkedIn, Instagram, and Facebook hold significant potential for connecting optical businesses with their primary audience: opticians and other professionals. The study investigates effective strategies such as creating visually compelling, industry specific content, employing targeted advertising campaigns, and fostering direct engagement with potential clients through personalized outreach and community-building efforts. Using a mixed-methods approach that includes surveys, case studies, and interviews with industry professionals, the research evaluates the impact of these strategies on key outcomes like brand awareness, lead generation, and conversion rates. The findings are expected to provide valuable insights into the relationship between social networks marketing efforts and customer acquisition outcomes, as well as to identify best practices for optimizing social networks marketing productivity, offering actionable insights for optical businesses to adapt to the evolving digital landscape. Additionally, the study examines demographic-specific advertising and the role of industry influencers in enhancing customer acquisition efforts. By addressing the economic and strategic significance of social networks in B2B contexts, this research contributes to a niche but increasingly relevant area of marketing. It provides valuable recommendations for leveraging digital tools to enhance competitive advantage in the optical sector. The insights gained from this project will aid businesses in understanding how to navigate the shift from traditional to digital channels, ensuring sustainable growth and relevance in a dynamic market environment. |
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