How to effectively attract potential customers by using Facebook

This thesis was created in order to make further investigations in digital marketing and Facebook marketing in particular. The researcher tried to find out why social media marketing is a modern trend and what are the ways to exploit it right. The reason for the research is a desire to understand what hides behind new internet marketing and what tools are suitable, mostly for small-businesses. The researcher wanted to know, if modern technologies in marketing, especially in acquiring clients, can be affordable for small companies, as well as easy to set up and maintain. Data for the study were collected by an interview. The manager of the Dutch based company was asked in semi-structured format about the process, results and analysis of their digital marketing campaign on Facebook. Books, articles and blog posts were used for acquiring fundamental theoretical information. As a result of this thesis, most effective ways of managing Facebook marketing campaign were established. Most efficient tools for doing lucrative client acquisition were defined as well. The analysis of the case company’ advertisement campaign was conducted. Recommendations towards further study, especially in content marketing concept, were constituted