Social media marketing in the beginning of the customer journey. Case: Personal training services
Merensky, Nina (2019)
Merensky, Nina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121025630
https://urn.fi/URN:NBN:fi:amk-2019121025630
Tiivistelmä
In a modern digitalized world small businesses, such as individual personal trainers, turn towards the social media digital tools for the promotional purposes. Various social media tools and features enable companies to provide strong assistance for the prospective customers through the purchasing process, also known as customer journey.
Accompanying the prospective customers through the steps preceding the purchasing decision (pre-service) is essential for every company. Increasing own visibility, raising need awareness for the services, providing all the essential information, monitoring what is being said about the company, supporting purchase consideration, and creating connections, - all these objectives can be greatly assisted by different features and tools that social media provide nowadays.
This master’s thesis studies features and tools delivered by different social media platforms that can be utilized by individual personal trainers during the first part of a modern customer journey. The main goal of the study is to create guidelines on using different features and tools that can help personal trainers to manage a better structured, appealing, informative and ease-to-navigate social media business profile on various platforms for marketing own services to the prospective customers in the beginning of their customer journey.
Literature review covers selected theories and definitions for the modern customer journey and the pre-service stage, as well as introduces different theories and practices on various social media features and tools.
The project was conducted as a constructive research, gathering both qualitative and quantitative data using benchmarking and survey methodology, by looking into the functional solution and obtaining new knowledge related to the field in question.
The result of the study is presented in the form of guidelines on social media features and tools as well as the examples on social media activity to help individual personal training entrepreneurs to accompany prospective customers in the very beginning of their customer journey.
Accompanying the prospective customers through the steps preceding the purchasing decision (pre-service) is essential for every company. Increasing own visibility, raising need awareness for the services, providing all the essential information, monitoring what is being said about the company, supporting purchase consideration, and creating connections, - all these objectives can be greatly assisted by different features and tools that social media provide nowadays.
This master’s thesis studies features and tools delivered by different social media platforms that can be utilized by individual personal trainers during the first part of a modern customer journey. The main goal of the study is to create guidelines on using different features and tools that can help personal trainers to manage a better structured, appealing, informative and ease-to-navigate social media business profile on various platforms for marketing own services to the prospective customers in the beginning of their customer journey.
Literature review covers selected theories and definitions for the modern customer journey and the pre-service stage, as well as introduces different theories and practices on various social media features and tools.
The project was conducted as a constructive research, gathering both qualitative and quantitative data using benchmarking and survey methodology, by looking into the functional solution and obtaining new knowledge related to the field in question.
The result of the study is presented in the form of guidelines on social media features and tools as well as the examples on social media activity to help individual personal training entrepreneurs to accompany prospective customers in the very beginning of their customer journey.