Samenvatting

This report addresses the critical role of social media marketing in boosting brand awareness and driving sales for Ustrem JSC, a Bulgarian industrial manufacturer lacking previous online visibility. The study specifically investigates the research question: "What role does social media marketing play in accelerating brand awareness and sales for a company with no prior digital presence?" Given Ustrem’s historical reliance on traditional marketing methods and its resultant challenges, such as inconsistent workflow and limited digital engagement, the need for a strategic online presence was evident.

Utilizing mixed methods, the research combined primary data collected through semi-structured expert interviews and internal business analysis with secondary data drawn from established sources including Meta, LinkedIn, Statista, and Social Media Examiner. Thematic and content analyses were employed to interpret qualitative insights and literature effectively.

Findings emphasized the importance of visual credibility, consistent content strategy, and targeted advertising. The practical application of these findings through professional products resulted in exceeding the project's predefined SMART objectives, notably establishing a significant follower base and launching successful advertising campaigns.

The study concludes that social media marketing significantly enhances visibility, engagement, and sales opportunities for industrial B2B companies previously lacking digital presence. Recommendations include implementing advanced analytics tools, creating structured content calendars, and expanding presence onto platforms like LinkedIn, highlighting the broader implications of strategic digital marketing for industrial enterprises.