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Marketing In Asia > Blog > Marketing > Trends > Mengapa Jualan Sosial Merancakkan Lagi Kaedah Pemasaran Berkesan?
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Mengapa Jualan Sosial Merancakkan Lagi Kaedah Pemasaran Berkesan?

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Last updated: 2020/04/14 at 12:00 AM
Nana Khan
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Perkembangan dan kejayaan jualan sosial ini dijangka dapat menyumbang bahan cerita mengenai pemasaran menerusi media sosial

Jual secara percuma? Tak masuk akal! Pada zahirnya memang tidak masuk akal. Umumnya, tujuan prima perniagaan adalah menjual produk atau servis bagi mendapatkan keuntungan maksima. Kalau tiada keuntungan, lebih baik buat amal kebajikan sahaja, tidak perlu berniaga!

Memang perit untuk dijayakan oleh peniaga kecil dan sederhana (SME) tetapi kebanyakannya dipraktikkan oleh syarikat gergasi seperti Petronas atau Sime Darby yang memiliki peruntukan besar bagi segmen ini yang dinamakan tanggungjawab sosial korporat.

Peniaga baru, kecil dan sederhana (SME) yang berfikiran luar kotak sahaja yang teruja ambil peluang sebegini sebagai salah satu strategi pemasaran yang kreatif, yakin membawa impak positif sekiranya bijak mengatur pelan menyeluruh yang akhirnya mampu menjana pendapatan lebih besar mengatasi jangkaan. Impak positif yang dijangka:

  • Meningkatkan imej syarikat dalam usaha menjayakan tanggungjawab sosial korporat (CSR).
  • Meraih perhatian pandangan dan penghargaan masyarakat yang berpotensi menjadi pelanggan perniagaan.
  • Memupuk baik budaya syarikat (corporate culture) di kalangan pekerja.

Peniaga baru dan kecil, agak payah untuk mendapatkan jualan buat fasa pertama memandangkan tiada rekod pengalaman berniaga dan jualan. Kaedah jualan sosial ini adalah amatlah digalakkan digunapakai bagi memperolehi kumpulan pertama pelanggan dan sekaligus meraih jualan fasa pertama! Apapun, peniaga harus melaksanakan pengiraan kos pemasaran terlebih dahulu sebelum memulakan projek jualan sosial ini. Kos tersebut akan dijadikan rujukan bagi mengenalpasti untung bersih sebenar bagi jualan fasa kedua dan seterusnya.

Sebagai contoh, peniaga junior fotografi perkahwinan dan acara, boleh menawarkan 3 perkhidmatan fotografi berlainan acara, perkahwinan, sambutan hari jadi dan peragaan fesyen secara percuma bagi mengumpul rekod pengalaman kepada pelanggan akan datang.

Buat perjanjian pulangan pelaburan (ROI) dengan pelanggan :

  • Memohon kebenaran bertulis kesemua gambar yang diambil, boleh dipaparkan dalam media sosial dan medium pemasaran lain peniaga bagi tujuan promosi jenama dan servis.
  • Memohon pelanggan mempromosikan jenama dan servis peniaga dalam media sosial pelanggan dengan kapsyen testimoni yang memberangsangkan  beserta tag, hashtag dan tanda kredit kepada jenama.  
  • Meminta jasa baik pelanggan mempromosikan secara mulut ke mulut; kaedah pemasaran tradisional yang tidak kurang hebat impaknya.

Jaminan kejayaan kaedah jualan dan pemasaran sosial ini amat bergantung kepada empat (4) perkara ini:

  • Mutu dan kualiti produk atau perkhidmatan yang ditawarkan.
  • Pengurusan setiap kandungan perjanjian pulangan pelaburan (ROI). 
  • Mutu perkhidmatan pelanggan sebaik sahaja mendapat pertanyaan daripada pelanggan berpotensi hasil cadangan promosi (recommendation) pelanggan jualan sosial tadi.
  • Hebahan testimoni yang efektif dalam saluran media yang melibatkan kos minima. 

Memang nampak tidak munasabah bagi mencapai sasaran jualan fasa pertama tetapi dengan pengurusan pelaksanaan pelan yang baik dan usaha yang konsisten, pasti peniaga mikro mampu memanjat tangga kemajuan ke tahap lebih tinggi lagi berdasarkan pertumbuhan pendapatan dan perkembangan perniagaan. 

Perkembangan dan kejayaan jualan sosial ini dijangka dapat menyumbang bahan cerita mengenai pemasaran menerusi media sosial mahupun media elektronik dan media cetak secara percuma, permintaan syarikat media yang dahagakan bahan berita! Terbukti jualan sosial mampu merancakkan pemasaran sosial berkesan dengan syarat – pelan dan tindakan haruslah sistematik dan konsisten. 

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    Nana Khan April 14, 2020 April 14, 2020
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    By Nana Khan
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    Nana is a business development strategist and a trainer with 15 years of experience across corporate in marketing, sales, project management and procurement.
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