Trik Marketing yang SEMUA ORANG WAJIB TAU (Gw Sendiri Pake)

Summary

This script offers an insightful guide to mastering online marketing by understanding the 'Marketing Funnel'. It debunks common myths and emphasizes the importance of a step-by-step customer journey from awareness to advocacy. The speaker illustrates the process of engaging customers effectively, from initial brand recognition to nurturing loyalty and leveraging customer advocacy for organic growth, suggesting practical strategies like using WhatsApp for direct customer interaction and CRM for maintaining relationships.

Takeaways

• 📚 Learn the concept of 'Marketing Funnel' to improve marketing strategies for any business.
• 🔍 Understand the customer journey through the marketing funnel stages: Awareness, Consideration, Conversion, Loyalty, and Advocacy.
• 🎯 Focus on 'Awareness' for new businesses to make customers aware of the brand and its offerings.
• 📢 Use broad channels like Instagram ads to spread brand awareness to a wide audience, even if it means many won't make a purchase immediately.
• 🤔 In 'Consideration', customers start to think about whether the product is suitable for them, so highlight the benefits and address their pain points.
• 🛒 'Conversion' is about making the sale, using tactics like promotions, retargeting ads, and direct communication through platforms like WhatsApp Business.
• 📈 Utilize WhatsApp Business for direct customer interaction to increase conversion rates and understand their hesitations in purchasing.
• 💌 Implement CRM (Customer Relationship Management) to maintain relationships with customers post-purchase and encourage repeat business.
• 🔄 Focus on 'Loyalty' to turn one-time buyers into repeat customers through consistent communication and personalized offers.
• 📣 'Advocacy' is the ultimate goal where satisfied customers recommend your products to their friends, providing free marketing and growth.
• 🌟 Offer exceptional service and valuable products to naturally encourage customers to become advocates for your brand.

Q & A

What is the main focus of the video script?

The video script focuses on explaining the concept of the 'Marketing Funnel' and its importance in improving marketing strategies for businesses, especially for those looking to enhance their online sales.

What are the five stages of the Marketing Funnel mentioned in the script?

The five stages of the Marketing Funnel are Awareness, Consideration, Conversion, Loyalty, and Advocacy.

Why is it a mistake to immediately offer discounts to new customers in the Awareness stage?

Offering discounts immediately in the Awareness stage is a mistake because it skips the crucial step of introducing the brand and its products to the customers, which is essential for building brand recognition and interest.

How can businesses effectively use the Awareness stage of the Marketing Funnel?

Businesses can use the Awareness stage to create broad exposure through channels like Instagram ads, aiming to reach a large audience and make them aware of the brand's existence without directly pushing for sales.

What is the purpose of the Consideration stage in the Marketing Funnel?

The Consideration stage is where potential customers start to think about whether the product is suitable for them. It's a time for businesses to focus on providing information about the benefits of their products and addressing any pain points that customers might have.

How can businesses improve their Conversion rate?

Businesses can improve their Conversion rate by using strategies such as offering promotions, using retargeting ads to engage customers who have shown interest, and utilizing direct communication channels like WhatsApp Business for personalized customer service.

What is the significance of the Loyalty stage in the Marketing Funnel?

The Loyalty stage is significant because it involves maintaining relationships with customers who have made a purchase, ensuring they continue to buy from the business by providing ongoing value and excellent customer service.

Why is Advocacy considered the 'holy grail' of the Marketing Funnel?

Advocacy is considered the 'holy grail' because it involves turning customers into brand advocates who recommend the products to their friends, providing free marketing and potentially exponential business growth.

How can businesses implement a referral scheme to encourage Advocacy?

Businesses can implement referral schemes by offering incentives such as discounts or rewards for customers who refer new customers, or by using a 'member get member' program to encourage existing customers to bring in new ones.

What is the role of Customer Relationship Management (CRM) in the Loyalty stage?

CRM plays a crucial role in the Loyalty stage by helping businesses manage and maintain relationships with customers, ensuring they feel valued and continue to engage with the brand through personalized communication and offers.

What is the script's advice for businesses that want to improve their marketing strategies?

The script advises businesses to understand and implement the Marketing Funnel stages effectively, focusing on building awareness, providing valuable content, improving conversion rates through direct communication, maintaining customer loyalty, and encouraging advocacy for organic growth.

Outlines

00:00

📈 Understanding the Marketing Funnel

This paragraph introduces the concept of the marketing funnel, a crucial tool for marketers looking to elevate their strategies. It emphasizes that rather than simply promoting products, understanding the customer journey is key. The speaker debunks the myth that marketing is just about broadcasting a product and hoping for sales, instead highlighting the importance of engaging customers step by step. The paragraph outlines the five stages of the marketing funnel: Awareness, Consideration, Conversion, Loyalty, and Advocacy, and suggests focusing on Awareness for new businesses to build brand recognition without immediately pushing for sales.

05:02

🛍️ Advancing Through the Marketing Funnel Stages

The second paragraph delves deeper into the stages of the marketing funnel, discussing strategies for each phase. It starts with the Consideration stage, where potential customers begin to evaluate if a product suits their needs, suggesting the use of platforms like Instagram and websites to provide information and benefits. The Conversion stage is next, detailing various methods to encourage purchases, such as promotions and direct communication via WhatsApp Business, which can significantly increase sales conversion rates. The paragraph also touches on the importance of not stopping at conversion, but continuing to nurture relationships with customers to foster Loyalty and Advocacy, the latter being the ultimate goal where customers become brand advocates, recommending the product to their peers.

Keywords

💡Marketing Funnel

The marketing funnel is a conceptual framework that illustrates the journey a customer takes from being aware of a product to making a purchase. It is central to the video's theme as it outlines the steps a customer goes through, from awareness to advocacy. The script explains that understanding this process is crucial for improving any marketing strategy, emphasizing that it's not just about promoting a product but guiding potential customers through a series of stages until they become loyal advocates.

💡Awareness

Awareness, in the context of the video, refers to the initial stage of the marketing funnel where the goal is to make customers aware of the brand and its products. The script uses the analogy of a new brand introducing itself to the market, not directly pushing for sales but rather aiming to be recognized and remembered by potential customers. An example given is using Instagram ads to reach a wide audience and create brand recognition.

💡Consideration

Consideration is the stage where potential customers begin to evaluate whether a product or brand is suitable for their needs. The video script describes this as a time when customers might visit a brand's Instagram page or website to learn more about the features and pricing. This stage is smaller than awareness because it involves a more focused group of interested individuals who are considering making a purchase.

💡Conversion

Conversion is the stage where a potential customer actually makes a purchase. The video script discusses various strategies to increase conversion rates, such as offering promotions or using WhatsApp for direct customer service. An example provided is retargeting customers who have shown interest by clicking on an ad and then directing them to a chat with customer service for immediate assistance.

💡Loyalty

Loyalty in the script refers to the ongoing relationship a business aims to build with its customers to encourage repeat purchases. The video emphasizes the importance of not just making a sale but ensuring that customers continue to buy from the brand over time. It mentions the use of Customer Relationship Management (CRM) strategies to maintain contact and remind customers of the brand.

💡Advocacy

Advocacy is the ultimate goal in the marketing funnel, where customers become so satisfied with a product that they recommend it to others. The video script describes this as a form of free marketing that can significantly grow a business. It suggests strategies like referral programs and member get member schemes to encourage customers to spread the word about the brand.

💡Customer Relationship Management (CRM)

CRM is a strategy for managing a company's interaction with current and potential customers. The video script highlights CRM as a tool for maintaining relationships with customers after they've made a purchase, with the aim of fostering loyalty and repeat business. It is used in the context of sending targeted messages or offers to customers based on their previous interactions with the brand.

💡Retargeting

Retargeting is a marketing strategy that involves targeting ads to people who have previously interacted with a brand. In the script, retargeting is used as an example of how to engage customers who have already shown interest by viewing an ad twice, directing them to a more personalized ad about the product and even to a direct chat with customer service.

💡WhatsApp Business

WhatsApp Business is a platform designed for small businesses to connect with customers, manage their messages, and automate, sort, and filter communications. The video script recommends using WhatsApp Business for direct customer interaction, which can increase conversion rates by providing immediate responses to customer inquiries and building a more personal connection.

💡Referral Programs

Referral programs are marketing strategies through which customers are incentivized to recommend a company's products or services to others. The video script suggests that such programs can be an effective way to leverage customer advocacy, as satisfied customers can become promoters of the brand, leading to new customers and sales.

💡Customer Service (CS)

Customer service, as discussed in the video, is a critical component of the conversion stage in the marketing funnel. It involves providing assistance and information to potential customers to help them make a purchase decision. The script mentions using WhatsApp Business for customer service to understand customer hesitations and increase the likelihood of a sale.

Highlights

The importance of understanding the 'Marketing Funnel' for marketers to elevate their strategies.

The video will provide a crash course on online business marketing.

Dispelling the myth that marketing is just about promoting a product and hoping for sales.

The concept of the marketing funnel with its five stages: Awareness, Consideration, Conversion, Loyalty, and Advocacy.

Focusing on 'Awareness' as the first step for new businesses to make customers aware of the brand and products.

The analogy of dating to explain the gradual process of customer engagement, starting with self-introduction.

Using wide-reaching channels like Instagram ads for maximum brand exposure during the Awareness stage.

The 'Consideration' stage where customers start evaluating if the product fits their needs.

Providing value and beneficial content to attract customers during the Consideration stage.

The 'Conversion' stage as the point of purchase, with various strategies to encourage buying decisions.

Utilizing WhatsApp Business for direct customer interaction and increasing conversion rates.

Setting up automated messages and greetings on WhatsApp Business to streamline customer inquiries.

The significance of post-purchase engagement in the 'Loyalty' stage to encourage repeat purchases.

Implementing CRM strategies to maintain relationships and keep the brand in customers' minds.

The ultimate goal of 'Advocacy' where customers recommend the brand to their friends, providing free marketing.

Encouraging businesses to focus on customer service and product benefits to organically grow through advocacy.

The practical application of referral schemes and discounts to boost customer advocacy.

Understanding the full marketing funnel as a key differentiator for businesses to outperform competitors.

The simplicity of the theory and its potential for businesses to learn and apply in real-world scenarios.

Transcripts

Kalo kalian mau belajar jualan, jangan langsung tanya ke gw,

"Ko gw harus pake platform apa?"

"Konten gw harus gimana?"

Seluruh marketer di dunia—kalo misalnya mau naik level—

harus tau yang namanya "Marketing Funnel".

Ini bakal jadi video pendek,

kalian bakal crash course kuiah bisnis marketing online.

Kalo kalian ngerti step by step ini, harusnya marketing strategy kalian—

mau jualan apapun itu—pasti bisa lebih bagus.

Kita patahin mitosnya dulu ya.

Banyak orang mikir jualan atau marketing itu sekadar

gw punya produk, produk gw harus digemborin di mana-mana.

Berharap ada yang beli.

Tapi kenyataannya, coba kalian posisiin diri sebagai customer.

Misalnya ada brand baru muncul di market,

kalian ketemu ads-nya, 'Ini apaan sih brand baru?'

Mungkin ga langsung beli saat itu juga?

Jarang banget kejadiannya kayak gitu.

Kecuali emang sesuai dan pas apa yang kalian cari.

Marketing funnel itu ngebantu kita untuk ngertiin

journey step by step customer kalo misalnya ketemu brand kalian,

sampe mereka beli produknya dan beli berkali-kali.

Itu ga 1 step doang.

Ada 5 lebih tepatnya.

Awareness, consideration, conversion, loyalty, dan advocacy.

Gw bakal jelasin satu-satu.

Pertama, kalo kalian bisnis yang baru mulai,

kalian fokus di awareness.

Awareness—sama kayak bahasa Indonesianya—yaitu aware.

Bikin customer kalian tau.

Tau tentang brand-nya, tau tentang produknya.

Jangan langsung disodorin untuk, "Nih beli",

gitu misalnya.

Langsung kasih diskon—

itu salah besar.

Step pertama yang kebanyakan brand lakuin

adalah kenalan diri dulu.

Sama kayak kalo pacaran,

kalian ga langsung, "Lu mau pacaran sama gw?"

Ga.

Iu conversion.

(Kalo) awareness,

"Eh gw dari background kayak gini, pekerjaan gw begini"

Bikin customer lebih kenal dengan kalian.

Nah awareness funnel kalo di corong ini itu corong paling besar.

Apapun yang kalian lakuin di awareness,

itu yang biasanya kesebar di channel paling luas.

Misalnya Instagram ads,

bisa langsung reach 100.000 orang.

Tapi lu tau orang ga bakal beli.

Sekadar mau ngasih tau brand ini ada.

Again, kita posisiin (diri) sebagai customer.

Lagi scrolling Instagram terus tiba-tiba liat,

"Oh ini ada brand skincare baru nih. Ternyata dia pemain baru,

lebih fokus ke all in one dan ga ribet".

Yaudah, diliat.

Udah ada di kepalanya.

Dan kebanyakan biasanya langsung skip, lanjut scrolling lagi.

Nah awareness itu kita harus berkali-kali ceritain ke mereka kita tuh apa.

Kenalan dulu lah.

Nah yang kedua consideration.

Di tahap ini tuh customer udah mulai mikir,

"Beli ga ya? Ini cocok ga ya buat gw?"

Kalo misal analoginya tadi kayak bagi-bagi flyer

atau pake TOA di pinggir jalan, "Hai kita adalah brand skincare baru!"

Consideration itu pas mereka udah mulai tertarik—

mereka liat Instagram page kalian, liat website kalian, mulai baca-baca.

Liat fiturnya, liat harganya.

Nah disini kalian lebih fokus ke apa manfaat yang bisa kalian kasih ke mereka.

Sesuai ga dengan pain points yang lagi customer cari?

Kalo di corongnya, consideration itu lebih kecil dari awareness.

Karena realistis aja—dari 100 orang yang kalian kasih liatin brand-nya—

mungkin 60 yang cocok dan 40 baca-baca lebih detail lagi.

Dan dua ini ga boleh disamain strateginya.

Sesimpel misalnya awareness itu Instagram page kalian,

kasih value terus, bikin konten-konten bermanfaat.

Consideration tuh mereka ke website atau e-commerce kalian,

mulai liat produknya ada apa, harganya cocok apa engga.

Sebenerya baru ke step 3,

conversion.

Yaitu orang beli.

Nah conversion ini bisa banyak caranya.

Sesimpel kalo mereka liat dari e-commerce, mereka tinggal masukin keranjang

Untuk senggol lagi biar mereka makin mau beli, ada promonya.

Atau sekarang yang lagi rame itu kalo misalnya orang masukin ke WhatsApp.

Misalnya kalian ketemu ads, dia udah liat 2 kali,

kalian retargeting orang yang udah liat 2 kali—

kalian kasih ads yang berbeda, yaitu ads produknya.

Dia udah tertarik, dia pencet button itu.

Bukannya ke website, tapi dia langsung ke CS.

Ini gw sendiri udah coba pake WhatsApp business.

Sebelumnya JadiHacker—orang ke website suruh mereka mikir sendiri,

liat informasinya cocok ga buat mereka.

Tapi kalo lewat CS atau WhatsApp business, kita bisa tau customer-nya nanya apa.

Apa sih yang sebenernya bikin mereka ragu untuk beli?

Dan menurut survei, bisnis kalian bisa naik sampe 68% penjualannya.

Conversion-nya naik 40%.

Sebenernya buat semua bisnis mau service atau goods,

gw saranin banget kalian coba pake CS.

Itu bisa ningkatin conversion rate kalian banget.

Jadi kalo misalnya kalian ads dari Facebook misalnya—

meta ads ini kalian bisa pilih untuk CTA-nya langsung ke WhatsApp business.

Ornag yang liat ads atau hasil retargeting—

kalo pencet langsung chat ke CS kalian.

Tinggal pilih campaign objective-nya engagement.

Jangan lupa connect WhatsApp business ke Facebook page.

Atau kalo ga ada pilihan enagement,

kalian bisa pilih get more WhatsApp messages.

Nah di sana kalian bisa edit greetings buat customer.

Jadi kalo nanya bisa kirim message otomatis dan bisa nulis sendiri message-nya apa.

Kalo mau bikin ada pilihan pertanyaan bisa juga.

Jadi kalo mereka bingung mau nanya apa, udah disiapin beberapa.

So, tinggal make sure CS kalian tuh stand by di HP

dan tungguin reply dari customer.

Terus sisanya kalian tinggal lanjutin doang.

Itu simpel banget.

Kalo kalian mau belajar lebih lanjut, link-nya ada di description.

Nah tapi yang disayangin banget,

Orang habis conversion, beres.

Oke udah beli, gue udah happy.

Itu gak cukup.

Sayang customer yang udah beli.

Kalian mau mereka beli lagi, beli lagi, beli lagi.

Dan itu di fase loyalty.

Di sini ada istilah yang namanya CRM (Customer Relationship Management).

Kalo misalnya mereka udah beli, ngerasa produknya bermanfaat,

kalian harus reach out lagi.

Mungkin ada ads yang berbeda—kalian bisa email karena udah punya database mereka.

Bangun relasi dengan customer biar mereka tuh tetep inget terus brand-nya.

Jangan habis beli, yaudah dilupain.

Kebanyakan bisnis udah happy banget kalo customer-nya loyal.

Setiap bulan beli, setiap tahun beli berapa kali,

tiap minggu bahkan beli—

kalo kalian langganan di online order.

Tapi gue saranin kalian fokus ke yang satu lagi,

yaitu advocacy.

Advokasi itu bener-bener ujung holy grail.

Kalian bakal marketing gratis dan bisnis grow kenceng banget.

Advocacy artinya kalo customer beli produk dari kalian,

customer itu sendiri yang bakal saranin ke temennya untuk beli produk kalian.

Dan ini memang effort-nya lebih gede

di CRM dibanding just pure marketing.

Gimana cara kalian bisa kasih service yang wow banget untuk customer.

Produknya bermanfaat, sampe mereka sendiri—yang ga perlu kita suruh—rekomendasi ke temen.

Tapi kadang ada beberapa hal yang bisa kita lakuin,

yaitu pake skema referral, member get member,

skema beli berdua dapet diskon.

Dan kalo misalnya kalian bener-bener ngerti secara end to end,

bukan cuma mindset yang penting gue punya produk di mana-mana terus bisa jualan—

trust me, kalian tuh lebih jago

daripada 80% atau 90% entrepreneur lain.

Ini teori simpel banget.

Hopefully kalian bisa belajar sesuatu,

kalian kebayang kira-kira study case-nya kayak gimana.

I'll see you guys on the next video.