Abstract
This thesis explores how small and medium-sized companies (SMEs) providing professional services in Finland can strengthen their online presence and business growth. The case company of the study is Muutos LKV, a real estate agency operating in Tampere. The research examines how digital platforms, brand perception, and agent expertise contribute to customer acquisition and lead generation. The goal was to understand what drives online lead generation and how it can be supported through content, marketing, and customer-journey development. The research is based on interviews with real estate agents, website data analysis, and internal discussions with the company's leadership. In addition, competitor benchmarking was conducted. The theoretical framework builds mainly on two digital marketing models. The MRACE model demonstrates how companies can measure, reach, engage, and convert customers, while the Flywheel model illustrates how satisfied clients can generate growth through trust and referrals. Together, these models provide tools to connect short-term marketing actions with long-term business growth. The key finding is that sustainable growth is not achieved through isolated campaigns but through long-term, consistent work that aligns marketing with the company's overall business objectives. In this process, websites and content marketing play a critical role in building trust, supporting agents, and guiding potential clients toward lasting relationships. In expert-driven fields such as real estate, digital and social-media presence is particularly crucial. A company's reputation, both as a service provider and as an employer, has a strong influence. Potential clients can easily learn what others say about the company on social media or online forums, and this public perception can either strengthen or weaken lead generation efforts. The thesis applies the MRACE and Flywheel frameworks to explain how digital activities can build long-term trust and engagement. Ultimately, the study provides practical recommendations to help expert-driven SMEs grow in a market where reputation and personal recommendations are decisive.
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