AXAL Power B.V. – The best ROI (Return on Investment) of social media channels on product sales

Abstract

This study evaluated the effectiveness of social media platforms (Instagram and LinkedIn) for AXAL Power B.V., based on engagement rate and return on investment (ROI). The research incorporates an engagement rate test, such as qualitative interviews with internal and external stakeholders, and ROI illustration using a simulated campaign budget of €50, estimated from prior spending. Findings indicate that high engagement does not necessarily translate to high conversion rates. Despite Instagram achieving an engagement rate of 36.26% in May, it yielded a negative ROI. Conversely, LinkedIn, although showing a lower engagement rate of 6.4%, generated an ROI of 0.42 in March, up from 0.56% in April. These insights suggest that ROI provides a more accurate measure of performance than engagement alone. Moreover, interview data revealed that most respondents first discovered suppliers through professional networks rather than social media platforms. This highlights the importance of combining digital strategies with relationship-based outreach for B2B marketing success.