On October 11 2022, Unisa Yogyakarta students with ten UMKMs in Yogyakarta attended the first meeting regarding digital marketing at Rumah BUMN Yogyakarta. The meeting was accompanied by a resource person who has experience in the field of Digital Marketing. His name is Mr. Bondan.
Digital Marketing has 2 (two) main components, it called Traffic (Enthusiasts) and Conversion (Buyers). In this case, Mr. Bondan explained that Traffic has a duty to turn strangers into browsers, while the Conversion turns browsers into buyers. So these two components are very important.
Traffic has several stages, the first is called Landing Page (form & web), then Market Indoctrination (email, broadcast WA), then Community (group or community account), Then the last is Commerce/Shop (Chat WA, Shopee, Instagram , TikTok, etc).
It is important to find out where customers know about our products. For example, when the majority of customers come from Instagram, what we have to optimize is ads on our Instagram account, but also keep developing ads on other platforms.
Traffic based on maturity there are three, namely Cold, Warm and Hot. Cold means a stranger or a foreigner who doesn't know our product at all. Warm means starting to know about our products, such as following social media accounts or asking questions about products. Meanwhile, Hot means that the customer has decided to buy the product and even made a repeat order. Traffic based on the source there are two, namely Search and Social. While Traffic based on ownership there are three, namely Paid, Owned, and Earned.
The following are the stages of customer awareness to find out about the product:
1. Unaware Customer, at this stage, the customer doesn't know anything about the product and its benefits and doesn't even care about it. So, we have to educate them from the beginning. For example, when you have an acne medicine product, but the customer doesn't know the effects and consequences of acne, so what a business owner has to do is provide education regarding acne.
2. Problem Aware, in this stage the customer already knows about the problem.
3. Solution Aware, in this stage the customer is informed about how to solve the problem (one of which is by buying a product)
4. Product Aware, in this stage business owners introduce their products to customers.
5. Most Aware, this stage is the loyalty stage, namely customers who have already bought and invite others to choose our products too.In the end of the Class, Mr. Bondan explained about the logic of hastag. On Instagram posts, we should add the hastag to reach an audience, and it's important to know that the hastag should be relate with the product or the posts. We can use a hastag with million users and thousands users. It make the audience easily find our product.
