The project in five facts.
Challenge, approach and results.
The diploma thesis examines the impact of organic posts on sales funnel performance in companies offering high-value services. In the modern digital environment, many companies rely heavily on paid advertising channels (e.g. Meta Ads), often neglecting the power of organic content on social networks or not using it purposefully. The research is based on a mixed research approach combining quantitative and qualitative methods. The expected results of the research are based on confirming the hypothesis that organic content on social networks has a positive impact on sales funnel effectiveness. It is anticipated that the combination of paid advertisements and organic posts improves key financial and conversion metrics of campaigns, reduces the psychological resistance of potential customers, and increases the success of paid advertising.
Problem
The diploma thesis examines the impact of organic posts on sales funnel performance in companies offering high-value services. In the modern digital environment, many companies rely heavily on paid advertising channels (e.g. Meta Ads), often neglecting the power of organic content on social networks or not using it purposefully. Moreover, they often do not understand the reasons for unsuccessful advertisements and lack a clear strategy for improving their effectiveness.
The purpose of the research is to empirically examine how organic posts influence key financial and conversion metrics of advertising campaigns. Within financial metrics, the research will measure cost per lead (CPL) and customer acquisition cost (CAC). Conversion metrics will include the lead-to-booking rate and the call-to-close rate.
Solution and Method
The research is based on a mixed research approach combining quantitative and qualitative methods. The quantitative part comprises measuring and comparing selected metrics before and after the implementation of the organic content strategy, including A/B testing and conversion analysis. The qualitative part includes interviews with sales teams and analysis of customer responses, thereby exploring the psychological impact of content on trust and purchasing decisions.
The empirical part is based on a case study of a company that introduced content marketing into its marketing strategy alongside paid advertising.
Results
The expected results of the research are based on confirming the hypothesis that organic content on social networks has a positive impact on sales funnel effectiveness. It is anticipated that the combination of paid advertisements and organic posts improves key financial and conversion metrics of campaigns, reduces the psychological resistance of potential customers, and increases the success of paid advertising. The findings will enable companies to establish an optimal ratio between organic and paid channels and better understand the impact of organic content on the entire sales process.
The practical value of the work is reflected in providing concrete recommendations for companies wishing to optimise their sales funnel and reduce customer acquisition costs in the long term. The work will be useful both for marketing professionals and for entrepreneurs operating in the B2B segment and premium B2C services.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.