Increasing the Revenue Through Digital Marketing: A lesson learned from a Small Business Enterprise Run by Volunteers of Community with Disability

Abstract

Digital marketing has become increasingly important and needed in the New
Normal, especially for small industries such as Amor Ethnic. Amor Ethnic is a
self-help group/community with disabilities with businesses in the form of
hands and feet crafts using macrame materials. This micro-enterprise was
affected by the Covid-19 pandemic so that there were no sales for four months
during the pandemic. Therefore, expansion of market reach must be done
immediately. Amor Ethnic has used Instagram for marketing, but it did not use
Instagram marketing optimally. The purpose of this community service was
to improve the knowledge and skills of the Amor Ethnic community in using
Instagram for marketing and to increase their business turnover. Marketing
3.0, selecting a caption that reflects FAITH (Feel Assurance in The Heart), was
chosen as the uniqueness of Amor Ethnic's marketing approach. Training and
mentoring methods were conducted through the WhatsApp and Google Meet
applications. The topics were product photography, photo editing, ads and
feed design, preparation of Instagram feeds, use of Instagram Ads, analysis of
Instagram Ads insight data, and preparation of content strategies to maximise
the use of Instagram. Evaluation was using pretest and posttest. The results
showed there were improved skills in implementing digital marketing using
Instagram. The improvement was seen in improved quality of product photos,
Instagram design, followers, profile visits, reach of Instagram accounts, and
increased customer orders and turnover.