PROPOSED STRATEGY FOR HIGHER CONVERSION RATES THROUGH CONTENT MARKETING: VORTA BEAUTY CLINIC CASE STUDY

• Main Author: Chang, Christy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83894
• Institution: Institut Teknologi Bandung

In the dynamic landscape of Indonesia's beauty industry, Vorta Beauty Clinic faces a challenge common among beauty service providers: translating robust online engagement into actual sales. Despite high engagement rates on social media platforms like Instagram, the clinic has experienced a notable discrepancy between ad views and purchase conversions. This research aims to propose a strategic framework that leverages content marketing to improve business outcomes, specifically focusing on increasing conversion rates from social media interactions to actual sales. The research employed a mixed-method approach, combining quantitative data analysis from customer surveys and engagement metrics with qualitative insights through interviews with clinic staff, customer and management. This methodological approach allowed for a comprehensive understanding of the current market dynamics, consumer behaviors, and the effectiveness of existing marketing practices. Results from the study reveal that Vorta Beauty Clinic uses its technological leadership and high-quality service delivery to maintain its competitive edge in Jakarta's dynamic beauty industry. Internally, challenges such as an inefficient booking system and high operational costs hinder its efficiency and growth. To improve, Vorta should implement an integrated booking system, continuously train its staff, and strengthen its marketing strategies. Market analysis shows the need to upgrade IT systems, enhance staff training, and refine marketing to meet customer expectations and maintain its reputation as a leading provider of holistic beauty solutions. Externally, the clinic can capitalize on Indonesia's demographic trends and digital marketing to enhance its presence and adapt to global beauty standards, ensuring it remains competitive and growth-oriented.