Utilizing social media and developing brand awareness to increase sales for B2B consultancy

Purpose This study investigates how leveraging social media and developing robust brand awareness can enhance sales for business-to-business (B2B) consultancy firms, particularly within the hospitality industry. This study aims to provide actionable insights into effective social media strategies that create competitive advantages and foster business growth. Design/methodology/approach This study uses a comprehensive literature review combined with primary research involving semistructured interviews with five hospitality businesses. This mixed-methods approach aims to bridge the gap in existing knowledge regarding the impact of social media on brand awareness and sales in the B2B consultancy context. Findings The findings highlight the critical role of social media in creating competitive advantages for B2B consultancy firms in the hospitality sector. Effective social media strategies significantly enhance brand visibility, client engagement and ultimately drive sales. Key themes identified include the importance of a strong online presence, the impact of social media on brand awareness, perceived high costs of consultancy and uncertainty about the appropriate timing for using consultancy services. Practical implications This study provides actionable recommendations for consultancy firms to improve their social media strategies, optimize their websites, implement referral programs and engage with local communities. These strategies can enhance brand awareness, client acquisition and overall business growth. Originality/value This research fills a gap in understanding the specific impact of social media on sales and brand awareness within the B2B consultancy framework, particularly in the hospitality industry. The developed operational framework offers a comprehensive approach to leveraging digital and community engagement practices for business enhancement.