Proposed Digital Marketing Strategy to Increase Customer Acquisition for Travel Agent Company

: This study is a comprehensive examination designed to explore a number of complex challenges encountered by PT Selaras Citanusa (Selaras Wisata) in their endeavor to attract consumers organically, particularly within the context of the thriving Umrah tourism industry. The COVID-19 pandemic has posed significant difficulties for this enterprise. Efforts to increase market share and increase public awareness of brands on the market represent one of the greatest obstacles. This study presents a comprehensive qualitative methodology that combines several resilient analytic techniques. The 7Ps marketing mix method is used to describe the essential components of Selaras Wisata's marketing strategy. Fishbone analysis is used to identify the fundamental causes of the business's numerous problems. The SWOT analysis aides in evaluating the company's environmental strengths, vulnerabilities, opportunities, and threats. In addition, content analysis is used to perceive and measure the impact of the company's numerous marketing efforts. The study also includes a comprehensive examination of the external factors influencing Selaras Wisata. By employing Porter's Five Forces analysis, the research investigates the industry's structure and other external factors that may impact the company. Selaras Wisata uses customer behavior analysis to obtain a deeper understanding of customer preferences, requirements, and levels of satisfaction with the services provided. The data underlying this study are collected through in-depth interviews with PT Selaras's internal team members. This information is then thoroughly analyzed using a variety of analytical instruments, such as SWOT analysis and Fishbone analysis. The author anticipate that the outcomes of this research will provide valuable contributions to Selaras Wisata's efforts in crafting an effective digital marketing strategy to enhance customer engagement and ultimately improve public perception.


INTRODUCTION
As a result of the COVID-19 pandemic, industries around the globe have been forced to rethink their strategies and adapt to a new reality.Among these industries, the Indonesian Umroh travel industry is emblematic, as it faces unprecedented challenges that require innovative solutions.Deeply rooted in cultural and religious significance, the Umroh travel company must not only seek immediate resolutions but also cultivate a sustainable path to recovery and prosperity as it navigates these uncharted waters.To achieve this delicate equilibrium, a comprehensive and customized marketing strategy is required; one that is meticulously designed to address the myriad consequences of the pandemic.This academic journal embarks on a voyage to elucidate the path forward for Umroh travel companies in Indonesia, proposing a marketing strategy meticulously constructed to address the unique challenges the pandemic has imposed on the industry.Digital marketing is a multifaceted approach employing an arsenal of techniques and strategies that leverage the strength of digital channels like search engines, social media platforms, email, and mobile devices.In the context of the Umroh travel market, which is characterized by a rich tapestry of cultural and religious considerations, regulatory complexities, and evolving market trends, the incorporation of digital marketing is an innovative strategy with the potential to bridge the gap between crisis and continuity.
At its core, the proposed marketing solution aims to leverage the transformative potential of digital marketing, aligning it seamlessly with the unique nuances of the Umroh travel sector.In a world increasingly reliant on digital technologies, where travelers routinely consult online platforms for information and inspiration, digital marketing strategies have become indispensable.

BUSINESS ISSUE
Under Mrs. Nita's (Selaras Wisata's CEO) direction, the Umroh tour company is facing a big problem when it comes to getting more customers and growing its business.Even though the company offers a variety of Umroh and Hajj packages, the number of individual visitors (B2C) who use their services stays below 100 per year.The company hasn't been able to reach as many people as it could because it relies on word-of-mouth and third-party outlets to find new customers.Kotler and Keller (2016) say that this low customer acquisition rate can have a big impact on the company's income, profitability, brand image, and reputation.Customers may think that the company is less popular and relevant, which can make them less likely to believe and stick with it.Also, the company doesn't do much marketing, and it only has a website and an Instagram account as marketing outlets.This makes it hard for the company to learn about customer behavior and preferences, which are important for customizing offerings and making customers happier.Wu and Liang (2020) and Kotler and Armstrong (2021) both say that the Umroh travel company needs to address its low rate of new customers right away and come up with a comprehensive marketing plan that uses multiple channels effectively to reach more people and raise brand awareness.

Digital Marketing
Digital marketing includes the use of online platforms such as social media, search engines, websites, and email to interact with consumers and promote products or services.Due to its capacity to reach a wide audience, target specific groups, and personalize messages, it has become indispensable in modern marketing.Digital marketing has numerous advantages over traditional methods, including cost-effectiveness, real-time monitoring, and the ability to communicate with a global audience.In addition, it enables businesses to collect valuable consumer information to improve future strategies and customer satisfaction.Chaffey et al. (2019) found that it has a positive effect on business performance, increasing sales, consumer engagement, and brand awareness.In addition, digital marketing fosters consumer loyalty through the delivery of personalized content and the maintenance of  2017) emphasized, however, the necessity of continuously adapting strategies as technology and consumer behavior change.This adaptability includes comprehending factors like trust, perceived value, and social influence in consumer behavior.Effective digital marketing also requires the integration of multiple channels and data-driven insights for decision-making, which has the potential to increase the Umroh travel company's customer acquisition rate.

Value Proposition Canvas
Value Proposition Canvas is a visual tool that helps businesses shape and improve their value proposition.This two-sided canvas is a priceless instrument that facilitates the comprehension of consumer requirements and the development of products or services that are tailored to those requirements (Kandeee, 2020).It is divided into two sections: the consumer profile and the value map.Within the customer profile, the following three elements hold the spotlight: • Customer Jobs: These are the tasks or obstacles that consumers seek to overcome in their pursuits.
• Customer Pains encapsulate the negative sentiments and annoyances consumers experience when confronting their identified duties or obstacles.• Customer Gains: These are the positive outcomes and benefits that consumers hope to achieve when they effectively complete tasks or overcome obstacles.
In the value map section, the emphasis shifts to the company's services: • Products and Services: This section describes the specific goods and services offered to consumers • Pain Relievers: Within this domain, one encounters the product or service characteristics or advantages that address and alleviate the customer's identified afflictions.• Gain Creators: These are the features or benefits of the product or service that serve as the foundation for positive consumer outcomes and benefits.
Filling out the Value Proposition Canvas provides businesses with the ability to identify areas in which their product or service could be modified to better meet the needs of their consumers.It functions as a flexible instrument for experimenting with and refining diverse value propositions, ultimately assisting businesses in identifying the one that resonates with their consumer base the most harmoniously.

Fishbone Analysis
Fishbone analysis, also known as Ishikawa diagram or cause-and-effect diagram, is a problem-solving technique used to identify a problem's root cause.It is a visual representation of a problem's potential causes, organized into categories that resemble fish bones.People, process, equipment, materials, environment, and management are typical categories.The fishbone diagram is utilized to determine the relationship between a problem's potential causes and the problem itself.Businesses can use fishbone analysis to determine the fundamental cause of a problem.Using this instrument, businesses can determine the root causes of a problem and devise effective solutions to address it.Fishbone analysis is applicable to numerous business functions, including production, marketing, and management (Affandi, 2022).

METHODS
The method of data collection is crucial to any research study, as it has a substantial impact on the quality and reliability of the findings, the analytic procedure, and the ability to derive profound conclusions.In this study, data collection methods are separated into two categories: quantitative and qualitative.To delve deeper into the internal dynamics of PT Selaras, a qualitative methodology is employed.This is achieved by conducting in-depth interviews with the company's proprietor and internal team.Quantitative data, on the other hand, is collected through online surveys, thereby enhancing our understanding of PT Selaras's target market and audience.
In addition to collecting primary data, the researcher also collects collateral data from a variety of sources.The company's profile, academic journals, previously published theses, and electronic books (E-books) are among these resources.In addition, the author employs a variety of techniques, including field observations, interviews with key informants, the distribution of questionnaires, and the investigation of company-supplied documents, to further enrich the dataset.

Fishbone Analysis
The findings of this comprehensive analysis, derived from a combination of quantitative surveys and qualitative data collected through internal Focus Group Discussions (FGDs) with the company, reveal several critical factors contributing to the company's low brand awareness.The organization's low brand recognition can be linked to a number of important elements that fit into distinct categories according to a fishbone diagram.One major problem is the lack of workers with little experience in digital marketing and social media platforms.This makes it more difficult for the business to successfully reach a larger audience.Moreover, efforts to promote brands are hampered by the lack of a specialized marketing team or devoted marketing staff.
Another important thing to think about is the physical evidence component.The business finds it difficult to communicate its brand identity through material components, like ugly offices or storefronts, undervaluing the significance of the actual space where consumer interactions take place.These flaws reduce the relevance and memorability of consumer encounters, which impedes brand identification.
One of the main causes of the company's low brand recognition is promotion.Insufficient marketing material is unable to effectively convey the unique selling points and value proposition of the business.Furthermore, there is still room for improvement in digital marketing techniques like social media marketing and SEO.Insufficient use of several marketing channels, like local partnerships and online advertising, leads to a low level of engagement on websites, Instagram, TikTok, and other platforms.
The intense rivalry in the travel agency sector presents the organization with substantial obstacles.A crowded market with plenty of competitors fighting for consumers' attention makes it challenging for the business to stand out from the crowd and build a name for itself.
Finally, irregular and patchy efforts result from the process element's lack of a clear brand marketing plan.The company finds it difficult to communicate its brand message without a well-organized marketing plan that outlines its goals, tactics, and strategies.This makes it more difficult to create consistent and significant brand awareness campaigns.The value proposition canvas's various aspects are explained in detail in the above picture.The data is derived from a combination of internal discussions and quantitative study.Selaras Wisata has developed a strong value offer to meet these essential requirements because it is well aware of the challenges and objectives of its clients.The organization recognizes that travelers often worry about safety, especially during busy religious events, so it concentrates on bolstering security measures to provide them peace of mind.Additionally, they allay concerns regarding personalized treatment by tailoring experiences and offering options, ensuring that each visitor feels valued and well-taken care of.Since unclear pricing and hidden costs frequently cause consumers to feel uneasy, transparency is an essential part of their value proposition.The company's clear pricing practices improve its standing and credibility.Reliability, which involves a commitment to punctuality and operational efficiency and allays travelers' worries about departure delays, is another primary goal.
In order to meet the needs and preferences of its customers, the company promises to provide the greatest hotel and food options.Their commitment to provide hearty portions without compromising on quality helps them win over customers.Long-term customer relationships are also fostered by the company's emphasis on providing value-added services and a robust loyalty program.
In terms of painkillers, the company reduces passengers' tension and anxiety by streamlining procedures to guarantee efficiency, maintaining honest and open communication, and responding quickly to customer service inquiries.Their reputation for transparency and compliance with industry standards serve to further bolster their dependability.
In summary, this business focuses on recognizing and addressing the benefits and worries of its customers.They have established themselves as a trustworthy and customer-focused travel company by providing hassle-free, safe, and well-planned trips with transparent pricing, unique activities, and excellent food.The qualities mentioned above were obtained from information supplied by the internal team of the business, which included the owner and employees at the meeting.This cooperative effort led to the assignment of each attribute to the appropriate matrix quadrant.The study showed that the most critical factors, brand awareness, lead generation, and social media presence, all fell into the first quadrant, indicating that these are the most pressing issues that need to be resolved right away.
The most crucial factor is first and foremost brand awareness since it influences the agency's visibility and reputation in the cutthroat travel industry.People may not consider employing the agency's services if they are unaware of its identity.This can result in lost opportunities and decreased market share.The business is currently struggling to resolve this problem.There is an urgent need to increase brand awareness because of their low social media involvement, the fact that third-party agents bring in the majority of their business, the general lack of knowledge about the company, and their incapacity to produce enough leads.By resolving this matter, the company may enhance its visibility, differentiate itself from rivals, and assist its intended audience in developing a positive perception of the brand (Keller K.L., 2017).
Second, the generation of leads is crucial since it directly impacts the company's revenue stream and profitability.In the event that the agency's lead flow is inconsistent, it may struggle to convert prospects into clients, which could negatively impact its overall financial success.The company may strengthen its efforts to acquire new clients, target the appropriate audience, and develop efficient marketing strategies by placing lead creation at the top of its list of objectives.
Third, it's critical for all businesses, including travel agencies, to be active on social media in the current digital era.Selaras Wisata's poor engagement on Instagram and other digital platforms suggests that the company currently has a minimal social media presence.A well-crafted and captivating social media presence may foster relationships with both present and potential clients, as well as cultivate a cult-like following.
To sum up, the travel agency's performance depends on concentrating on three key areas: social media presence, lead generation, and corporate awareness.Through strategic marketing initiatives, effective lead management practices, and robust social media strategies, the company can enhance its market position, foster customer engagement, and propel sustainable growth within the fiercely competitive travel industry by concentrating on Quadrant 1 attributes.

SEO & SEM Optimization
The first suggestion to address the primary issues identified is search engine marketing (SEM) and search engine optimization (SEO).This strategy aims to use search engines to bring the company's marketing channel to the forefront.Finding the keywords that have the best chance of producing the best results is the first step.Which terms are relevant and have the largest search volume during the period are shown in the above graph.The location of the keyword is shown by the rank in the upper right quadrant, where denotes the most searches.These keywords will be employed in the subsequent step, where the paid advertising-based SEM strategy is planned, to maximize its impact.The practice of marketing goods and services through search engine paid advertising is known as search engine marketing.The utilization of Google Adwords is suggested by this study.by utilizing both the most popular and tailored keywords in Google Search.Based on customer analysis, which indicates that track record and product advantage are priorities, Selaras Wisata will employ the following Google Adwords strategy plans: The SEM plan will employ the configuration shown in the above picture, and the subsequent step will be to create a campaign using the keywords from the prior SEO strategy to reach the target demographic.The prior customer analysis, which defined the target audience's demographic areas and pain concerns (concern for quality and corporate reputation), dictates the wording of the headline and placement.

Redesigning Website
The SEO & SEM strategy is necessary to increase the company's visibility on search engines such as Google.As previously explained, a website serves as the hub of a brand's online presence, providing audience members with detailed information.The following SEO and SEM strategy is designed to increase website traffic.Therefore, the website must be in optimal condition in order to provide the best possible customer experience.
The survey determines, based on prior analysis, that selaras wisata websites have space for development.In addition, one of the insights demonstrates that the company's website has poor navigation and an unfriendly user interface, as demonstrated by the inability to access the company's vital information.
First of all, Selaras would demonstrate that they abide by the regulations by displaying their credentials and prior accomplishments.Because they can see that Selaras takes safety seriously, this would reassure clients and make them feel better about hiring them.Furthermore, this action would establish Selaras as a reliable travel option.Selaras can allay people's fears by disclosing their credentials and glowing testimonials from satisfied clients.This will establish Selaras as a pioneer in umroh travel, where their primary objectives are client satisfaction and safety.This would benefit not just Seleras but the entire travel industry as well, which took a hit after the unfortunate incident from the previous year.Selaras may contribute to improving the travel industry as a whole by setting a good example and demonstrating what it means to be a reliable travel agency.It would make a great impression if the business made a point of showcasing its credentials and solid track record.They would acquire greater trust and confidence from the public, which would benefit the travel sector as a whole in regaining public confidence.

Content Marketing
Because content marketing gives organizations the ability to produce and distribute high-quality, timely, and consistent material, it plays a critical role in increasing brand awareness.A certain target audience is drawn to and engaged by this material like a magnet.It cultivates a solid and long-lasting relationship based on credibility and trust with that audience (Ansari, 2019).The potential of content marketing to assist businesses in reaching their audience across a variety of channels, including social media platforms, is one of its major advantages.Businesses can increase market share and boost brand recognition by carefully creating and posting content on platforms such as Instagram and TikTok.These platforms provide an avenue to disseminate brand information, modify customer attitudes, and access the large user population that uses them frequently.In particular, the travel company Selaras Wisata has realized how effective Instagram and TikTok can be for its marketing endeavors.Instagram is one of the most popular social media sites for information searching, according to customer study.In order to fully capitalize on Instagram's popularity, the company has created a dynamic content marketing strategy that meets the tastes of its target demographic.The approach is complex and intended to touch on important topics that the audience finds compelling: 1.
Showcasing Firm Credibility: Extensive investigation has shown that prospective clients are wary of new Umroh travel agencies due to their perceived lack of experience.The content marketing strategy aims to address this by highlighting Selaras Wisata's experience, dependability, and performance history.To establish credibility and inspire confidence in potential clients, compelling narratives, striking visuals, and customer endorsements are utilized.

2.
Showcasing Luxurious Facilities: The audience's inclination for lavish lodging close to the masjid was revealed by survey results.In response, the approach aligns with their preferences by utilizing virtual tours, spectacular images, and captivating tales.This strategy satisfies the need for luxury, ease, and comfort, particularly by forming alliances with five-star hotels.

3.
Enhancing Culinary Experiences: Studies have shown how important wholesome meals are to patrons.In response, the plan highlights the variety and delicious food options that visitors can enjoy.It seeks to satiate this craving for food with visuals, stories, and personal memories.

4.
Fun and Interactive Engagement: Contemporary viewers look for engaging and interactive material.To promote active engagement, the technique makes use of questionnaires, interactive storytelling, and assessments.This strategy builds a sincere connection between the organization and its audience in addition to increasing audience involvement.Through campaigns utilizing user-generated material, it fosters a sense of community, authenticity, and shared experiences.

5.
Bringing Engaging Playfulness to Content distribution: This strategy's creative approach to content distribution is its main component.By incorporating wit, humor, and playfulness into each piece of content, the brand's messaging becomes engaging and enjoyable.Memes, jokes, and funny stories humanize the material and help to establish a genuine relationship with viewers.Instagram advertising are used as a strong and adaptable medium to carry out this strategy.Through this connection, the well thought-out content marketing plan is certain to reach a larger audience without losing its appeal to prospective clients.This strategy leverages Instagram's large user base and customized targeting capabilities to effectively communicate Selaras Wisata's reputation, opulent accommodations, and outstanding dining experiences.The result is increased brand awareness and business expansion.

CONCLUSION
The author reached this conclusion due to Selaras Wisata's brand recognition and customer confidence issues.In the previous chapter, this research assessed an organization's external and internal situations to assess and solve business difficulties.This research previously investigated Digital Marketing, STP, and marketing mix in-house.This research analyzes the organization's digital marketing adoption to determine its success.Selaras Wisata will carry out a Porter five forces, consumer, and industry analysis as an external analysis.This external study examines the travel industry's external variables.This study also includes an industry analysis to determine the company's strengths in regard to the industry's competitive position.Customer analysis to determine Umrah traveler opinions is the next step in this project.The value proposition canvas identifies consumer pain and benefit in the last step.Selaras Wisata also conducts a SWOT analysis and root cause analysis on the brand to assess its bargaining strength and main challenges.ATT used Importance performance analysis to find business solutions after investigating internal and external factors and identifying the brand's strengths and weaknesses.All of these analyses allow this study to create strategies and solve problems.