{"id":17435,"date":"2025-04-30T19:00:42","date_gmt":"2025-04-30T12:00:42","guid":{"rendered":"https:\/\/ideoworks.id\/en\/?p=17435"},"modified":"2025-10-08T12:54:50","modified_gmt":"2025-10-08T05:54:50","slug":"buat-marketing-funnel-aman-saat-resesi-dengan-strategi-ini-langkah-demi-langkah","status":"publish","type":"post","link":"https:\/\/ideoworks.id\/en\/buat-marketing-funnel-aman-saat-resesi-dengan-strategi-ini-langkah-demi-langkah\/","title":{"rendered":"Marketing Funnel: Strategi Tetap Efektif di Masa Resesi"},"content":{"rendered":"<p><a href=\"https:\/\/ideoworks.id\/en\/6-tahapan-penting-dalam-digital-marketing-funnel-yang-perlu-diketahui\/\"><i><span style=\"font-weight: 400;\">Marketing funnel<\/span><\/i><\/a><span style=\"font-weight: 400;\"> adalah strategi untuk menuntun <\/span><i><span style=\"font-weight: 400;\">potential <\/span><\/i><i><span style=\"font-weight: 400;\">consumer<\/span><\/i> <span style=\"font-weight: 400;\">melewati tahap demi tahap, dari pertama kali menemukan <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">hingga akhirnya melakukan pembelian, dan bila strategi berjalan efektif, konsumen bisa menjadi pelanggan loyal. Lalu, mengapa dinamakan <\/span><i><span style=\"font-weight: 400;\">funnel<\/span><\/i><span style=\"font-weight: 400;\">?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hal ini dikarenakan banyak <\/span><i><span style=\"font-weight: 400;\">consumer <\/span><\/i><span style=\"font-weight: 400;\">yang hanya sampai awal proses saja, dan sangat sedikit yang melalui prosesnya sampai akhir di mana mereka melakukan pembelian. Artinya, hanya sedikit konsumen yang akhirnya membeli produk atau layanan Anda. Sekarang, mari pahami tahap-tahap <\/span><a href=\"https:\/\/ideoworks.id\/en\/bagaimana-brand-brand-besar-menyusun-funnel-awareness-sampai-loyalty\/\"><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><\/a><span style=\"font-weight: 400;\"> mulai dari atas (<\/span><i><span style=\"font-weight: 400;\">awareness<\/span><\/i><span style=\"font-weight: 400;\">) hingga ke bawah (<\/span><i><span style=\"font-weight: 400;\">purchase<\/span><\/i><span style=\"font-weight: 400;\">).<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Tahap-Tahap <\/span><i><span style=\"font-weight: 400;\">Marketing Funnel<\/span><\/i><\/h2>\n<p><span style=\"font-weight: 400;\">Berikut tahap-tahap <\/span><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Awareness<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tahap di mana orang pertama kali mengenal <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">dan produk Anda, baik melalui iklan, <\/span><i><span style=\"font-weight: 400;\">social media<\/span><\/i><span style=\"font-weight: 400;\">, blog, maupun saluran lainnya.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Interest<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pada tahap ini, orang yang sudah mengenal <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">Anda mulai menunjukkan ketertarikan, seperti mengikuti <\/span><i><span style=\"font-weight: 400;\">social media<\/span><\/i><span style=\"font-weight: 400;\"> atau mengunjungi <\/span><i><span style=\"font-weight: 400;\">website <\/span><\/i><span style=\"font-weight: 400;\">untuk mencari tahu lebih banyak.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Consideration<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Potential <\/span><\/i><i><span style=\"font-weight: 400;\">consumer <\/span><\/i><span style=\"font-weight: 400;\">lantas mulai mempertimbangkan <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">Anda sebagai pilihan, membandingkan dengan kompetitor, membaca ulasan, dan mengecek harga sebelum memutuskan.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Intent<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Selanjutnya, <\/span><i><span style=\"font-weight: 400;\">consumer <\/span><\/i><span style=\"font-weight: 400;\">menunjukkan niat membeli, seperti menambahkan produk ke keranjang, bertanya lebih lanjut, atau mendaftar untuk uji coba gratis.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Evaluation<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Lalu, <\/span><i><span style=\"font-weight: 400;\">consumer<\/span><\/i> <span style=\"font-weight: 400;\">melakukan pengecekan terakhir sebelum membeli, seperti meninjau kebijakan retur, testimoni, serta jaminan atau garansi produk.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Purchase<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Consumer <\/span><\/i><span style=\"font-weight: 400;\">akhirnya melakukan pembelian dan diharapkan akan kembali membeli atau merekomendasikan <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">Anda ke orang lain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maka, tujuan <\/span><a href=\"https:\/\/ideoworks.id\/en\/panduan-lengkap-digital-marketing-untuk-bisnis-indonesia-di-2025\/\"><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><\/a><span style=\"font-weight: 400;\"> adalah mengarahkan <\/span><i><span style=\"font-weight: 400;\">consumer <\/span><\/i><span style=\"font-weight: 400;\">untuk melalui proses dari atas hingga ke bawah di mana mereka membeli produk dan layanan Anda. Lantas, jika terjadi resesi di mana kondisi ekonomi mengalami penurunan, apa pengaruhnya terhadap <\/span><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><span style=\"font-weight: 400;\">?<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Pengaruh Resesi Ekonomi Terhadap Marketing Funnel<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Resesi ekonomi biasanya diikuti oleh perubahan <\/span><i><span style=\"font-weight: 400;\">marketing funnel <\/span><\/i><span style=\"font-weight: 400;\">seperti berikut ini:<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Awareness Stage<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Orang-orang mendengar berita yang membuat mereka khawatir dan takut. Maka dari itu, bujet iklan dan visibilitas <\/span><i><span style=\"font-weight: 400;\">brand<\/span><\/i> <span style=\"font-weight: 400;\">menurun karena penjualan mulai berkurang. Konsumen pun skeptis dengan <\/span><i><span style=\"font-weight: 400;\">brand<\/span><\/i> <span style=\"font-weight: 400;\">yang tidak dikenal.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Interest Stage<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pembeli ragu untuk terlibat dalam <\/span><i><span style=\"font-weight: 400;\">engagement<\/span><\/i><span style=\"font-weight: 400;\"> atau memberi informasi kontak. Mereka kemungkinan akan melakukan <\/span><i><span style=\"font-weight: 400;\">window-shopping<\/span><\/i><span style=\"font-weight: 400;\"> terlebih dahulu.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Consideration Stage<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Calon pembeli semakin lama dalam mengambil keputusan. Mereka akan semakin sering membandingkan dan semakin sulit percaya.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Intent + Evaluation Stages<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Keranjang belanjaan semakin diabaikan, muncul keraguan dan <\/span><i><span style=\"font-weight: 400;\">ghosting <\/span><\/i><span style=\"font-weight: 400;\">dari calon pembeli. Di samping itu, pertimbangan bujet mempengaruhi keputusan akhir untuk membeli.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b><i>Purchase Stage<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pembelian menurun secara keseluruhan, karena masyarakat mengurangi pengeluaran yang tidak penting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meskipun daya beli konsumen menurun saat resesi, Anda tetap dapat menerapkan strategi yang tepat untuk <\/span><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><span style=\"font-weight: 400;\">. Berikut langkahnya:<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Strategi Marketing Funnel Aman dari Resesi<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Berikut langkah-langkah yang dapat dilakukan:<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Tinjau Kembali Kebutuhan dan Perilaku Konsumen<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Saat terjadi resesi, prioritas <\/span><i><span style=\"font-weight: 400;\">consumer <\/span><\/i><span style=\"font-weight: 400;\">berubah. Maka, bisnis harus beradaptasi agar tetap relevan dengan perubahan. Analisa <\/span><i><span style=\"font-weight: 400;\">pain points <\/span><\/i><span style=\"font-weight: 400;\">yang muncul dan prioritas baru, seperti kesadaran akan bujet dan ketidaksukaan terhadap risiko. Buat survei untuk mengetahui perilaku konsumen, perbarui juga <\/span><i><span style=\"font-weight: 400;\">buyer <\/span><\/i><span style=\"font-weight: 400;\">persona sesuai dengan kebutuhan sekarang.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Ubah Penjelasan Tentang<\/b><b><i> Value Brand<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Anda perlu mengkomunikasikan secara jelas, tentang alasan produk Anda harus dimiliki saat ini. Kemudian, fokus pada pengurangan biaya, efisiensi, keamanan dan <\/span><i><span style=\"font-weight: 400;\">value <\/span><\/i><span style=\"font-weight: 400;\">jangka panjang. Sampaikan juga pesan yang mengungkapkan bahwa Anda memahami kondisi resesi yang terjadi. Lalu, berikan penawaran yang lebih sederhana dan manfaatnya bisa langsung mudah dipahami.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Optimalkan Pelanggan yang Sudah Ada<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Di masa-masa sulit, <\/span><i><span style=\"font-weight: 400;\">retention <\/span><\/i><span style=\"font-weight: 400;\">lebih mudah daripada <\/span><i><span style=\"font-weight: 400;\">acquisition<\/span><\/i><span style=\"font-weight: 400;\">. Untuk pelanggan setia, buat program <\/span><i><span style=\"font-weight: 400;\">loyalty <\/span><\/i><span style=\"font-weight: 400;\">atau penawaran spesial. Selain itu, Anda bisa mencoba <\/span><i><span style=\"font-weight: 400;\">upsell <\/span><\/i><span style=\"font-weight: 400;\">atau <\/span><i><span style=\"font-weight: 400;\">cross-sell <\/span><\/i><span style=\"font-weight: 400;\">untuk memberikan <\/span><i><span style=\"font-weight: 400;\">value <\/span><\/i><span style=\"font-weight: 400;\">lebih kepada pelanggan. Kemudian, sediakan <\/span><i><span style=\"font-weight: 400;\">customer support <\/span><\/i><span style=\"font-weight: 400;\">yang lebih baik dan juga buatlah <\/span><i><span style=\"font-weight: 400;\">engagement <\/span><\/i><span style=\"font-weight: 400;\">pasca-pembelian.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Jadikan <\/b><b><i>Funnel <\/i><\/b><b>Lebih Efektif dan Efisien<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Funnel <\/span><\/i><span style=\"font-weight: 400;\">yang rapi dan efektif sangat penting untuk penggunaan bujet yang sedang ketat. Identifikasi dan hilangkan <\/span><i><span style=\"font-weight: 400;\">channel <\/span><\/i><span style=\"font-weight: 400;\">yang tidak memberikan hasil. Lalu, optimalkan platform dan strategi yang menghasilkan ROI tinggi, seperti email dan <\/span><span style=\"font-weight: 400;\">SEO<\/span><span style=\"font-weight: 400;\">. Kemudian, mudahkan proses pembelian agar lebih cepat dan menghilangkan keraguan pembeli.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Buat Konten dengan Bujet Efisien Namun Berpengaruh Besar<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Content marketing <\/span><\/i><span style=\"font-weight: 400;\">akan membangun kepercayaan dan mendatangkan trafik organik dengan biaya efisien. Maka, fokus pada <\/span><i><span style=\"font-weight: 400;\">content<\/span><\/i><span style=\"font-weight: 400;\">, tutorial, studi kasus dan FAQ (Frequently Asked Question). Lalu, soroti juga kisah sukses pelanggan yang memberikan pesan dengan \u00e2\u20ac\u0153ketahanan dan kekuatan\u00e2\u20ac\u009d. Kemudian, <\/span><i><span style=\"font-weight: 400;\">repurpose content <\/span><\/i><span style=\"font-weight: 400;\">yang sudah ada untuk berbagai platform.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Manfaatkan <\/b><b><i>Automation <\/i><\/b><b>untuk <\/b><b><i>Do More With Less<\/i><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">Automation <\/span><\/i><span style=\"font-weight: 400;\">meningkatkan efisiensi dan mengurangi proses kerja manual. Gunakan juga <\/span><i><span style=\"font-weight: 400;\">tools <\/span><\/i><span style=\"font-weight: 400;\">untuk <\/span><i><span style=\"font-weight: 400;\">campaign<\/span><\/i> <span style=\"font-weight: 400;\">email, mendatangkan <\/span><i><span style=\"font-weight: 400;\">lead <\/span><\/i><span style=\"font-weight: 400;\">dan membuat segmen. Di samping itu, terus lakukan <\/span><i><span style=\"font-weight: 400;\">follow up <\/span><\/i><span style=\"font-weight: 400;\">kepada konsumen. <\/span><i><span style=\"font-weight: 400;\">Automation <\/span><\/i><span style=\"font-weight: 400;\">juga mendukung Anda untuk melacak dan mendatangkan <\/span><i><span style=\"font-weight: 400;\">leads <\/span><\/i><span style=\"font-weight: 400;\">secara lebih efektif, untuk mendapatkan konversi lebih cepat.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Lakukan Uji Coba dan Ganti Strategi Secara Berulang<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dalam masa-masa penuh ketidakpastian, penting untuk selalu bergerak cepat. Selalu gunakan tes A\/B untuk <\/span><i><span style=\"font-weight: 400;\">landing page, <\/span><\/i><span style=\"font-weight: 400;\">CTA (<\/span><i><span style=\"font-weight: 400;\">call to action<\/span><\/i><span style=\"font-weight: 400;\">), email dan iklan, untuk menentukan strategi paling tepat. Bersiap juga untuk re-alokasi bujet berdasarkan performa <\/span><i><span style=\"font-weight: 400;\">real-time<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Memperkuat Kerja Sama dengan Partner Bisnis<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kolaborasi dapat menambah jangkauan audiens dan menghemat biaya <\/span><i><span style=\"font-weight: 400;\">marketing<\/span><\/i><span style=\"font-weight: 400;\">. Anda pun dapat bekerja sama dengan <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">lain dan <\/span><i><span style=\"font-weight: 400;\">influencer<\/span><\/i><span style=\"font-weight: 400;\">. Selain itu, Anda dapat membuat webinar, memberikan <\/span><i><span style=\"font-weight: 400;\">giveaway<\/span><\/i><span style=\"font-weight: 400;\">, atau <\/span><i><span style=\"font-weight: 400;\">cross-promotions <\/span><\/i><span style=\"font-weight: 400;\">dengan <\/span><i><span style=\"font-weight: 400;\">partner <\/span><\/i><span style=\"font-weight: 400;\">bisnis Anda.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><b>Berkomunikasi Secara Transparan dan Berkala<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Jaga kepercayaan konsumen apalagi di masa perekonomian sedang sulit. Beritahukan secara jelas tentang harga, syarat dan ketentuan, dan setiap perubahan pada <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">Anda. Lalu, bagikan <\/span><i><span style=\"font-weight: 400;\">update <\/span><\/i><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">secara terbuka dan transparan. Tunjukkan empati di setiap pesan yang disampaikan kepada konsumen, karena orang-orang akan mengingat perasaan baik yang mereka dapati saat berkomunikasi dengan <\/span><i><span style=\"font-weight: 400;\">brand <\/span><\/i><span style=\"font-weight: 400;\">Anda.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Kesimpulan<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Resesi tidak dapat dihindari, namun, Anda tetap dapat mempertahankan <\/span><i><span style=\"font-weight: 400;\">marketing funnel <\/span><\/i><i><span style=\"font-weight: 400;\">brand<\/span><\/i><span style=\"font-weight: 400;\">, agar tetap aman dan stabil. IDEOWORKS adalah <\/span><i><span style=\"font-weight: 400;\">creative agency<\/span><\/i> <span style=\"font-weight: 400;\">yang memiliki keahlian dan pengalaman di bidang <\/span><i><span style=\"font-weight: 400;\">digital marketing<\/span><\/i><i><span style=\"font-weight: 400;\">. <\/span><\/i><span style=\"font-weight: 400;\">IDEOWORKS siap mendampingi Anda, untuk mencari solusi dan menerapkan strategi yang tepat untuk <\/span><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><span style=\"font-weight: 400;\"> perusahaan Anda. Hubungi IDEOWORKS sekarang juga, untuk dapatkan ide strategi <\/span><i><span style=\"font-weight: 400;\">marketing funnel<\/span><\/i><span style=\"font-weight: 400;\"> yang terbaik dan aman dari resesi.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing funnel adalah strategi untuk menuntun potential consumer melewati tahap demi tahap, dari pertama kali menemukan brand hingga akhirnya melakukan pembelian, dan bila strategi berjalan efektif, konsumen bisa menjadi pelanggan loyal. Lalu, mengapa dinamakan funnel? Hal ini dikarenakan banyak consumer yang hanya sampai awal proses saja, dan sangat sedikit yang melalui prosesnya sampai akhir di [&hellip;]<\/p>\n","protected":false},"author":123471,"featured_media":17436,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[828],"tags":[],"class_list":["post-17435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Funnel: Cara Efektif Menghadapi Resesi Ekonomi<\/title>\n<meta name=\"description\" content=\"Pelajari cara menjaga marketing funnel tetap efektif meski terjadi resesi ekonomi. Temukan strategi untuk meningkatkan awareness dan konversi\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ideoworks.id\/en\/buat-marketing-funnel-aman-saat-resesi-dengan-strategi-ini-langkah-demi-langkah\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Funnel: Cara Efektif Menghadapi Resesi Ekonomi\" \/>\n<meta property=\"og:description\" content=\"Pelajari cara menjaga marketing funnel tetap efektif meski terjadi resesi ekonomi. 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