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WHAT IS A MARKETING
FUNNEL?
A simple guide for Malaysian SMEs
马来西亚中小企业简易指南
Posting content and running ads do not automatically create enquiries. The missing link is often a clear journey from attention to trust, action and repeat business.
发布内容和投放广告，不一定会自动带来询问。企业缺少的，往往是一条从吸引注意、 建立信任、采取行动到再次合作的清晰路径。
AWARENESS / 认知
CONSIDERATION / 考虑
CONVERSION / 转化
RETENTION / 留存
IN THIS ARTICLE / 本文内容
01/ THE FUNNEL
A marketing funnel is the journey a potential customer takes—from first discovering your brand to becoming a customer and returning again.
营销漏斗是潜在客户从第一次发现品牌，到成为客户并再次回购的完整过程。
Most customers do not buy after seeing one post. They need time to understand the service, compare options and build confidence. A funnel gives every video, design and advertisement a specific job.
大多数客户不会只看一则贴文就购买。他们需要时间了解服务、比较选择并建立信心。 营销漏斗能让每支视频、每张设计和每则广告都有明确任务。
02/ CUSTOMER JOUREY 客户旅程
FOUR STAGES
四个阶段
01/
Awareness
认知阶段
CUSTOMER THINKING / 客户想法
“I have this problem.” /「原来我有这个问题。」
Help the right audience discover your brand. At this stage, do not push too hard for a sale—use useful or relatable content to attract attention and introduce the problem you solve.
对的受众第一次发现你的品牌。这个阶段不必急着销售，而是通过有用、容易产生共鸣的内容吸引注意，并让客户意识到你能解决的问题。
CONTENT JOB / 内容任务
Educational videos 知识型短视频
Industry tips 行业贴士
Customer pain points 客户痛点内容
02/
Consideration
考虑阶段
CUSTOMER THINKING / 客户想法
“Can this company help me?” /「这家公司适合我吗？」
Your audience knows the brand, but is still comparing options. Give them evidence that your business is professional, reliable and able to deliver the right result.
客户已经认识你的品牌，但仍在比较不同选择。你需要提供足够的证明，让他们相信你的公司专业、可靠，并有能力交付成果。
CONTENT JOB / 内容任务
Case studies 客户案例
Testimonials 评价见证
FAQs 常见问题
03/
Conversion
转化阶段
CUSTOMER THINKING / 客户想法
“Should I contact them?” /「我要不要联系他们？」
The customer is ready to act. Make your offer, next step and call to action easy to understand. A confusing enquiry process can lose even an interested customer.
客户已经准备采取行动。你的配套 、下一步流程和行动指示必须简单清楚。即使客户有兴趣，复杂的询问流程也可能让他们离开。
CONTENT JOB / 内容任务
Packages 服务配套
Offers 优惠活动
WhatsApp CTA WhatsApp 行动按钮
04/
Retention
留存阶段
CUSTOMER THINKING / 客户想法
“Should I work with them again?” /「我还会继续合作吗？」
The funnel continues after a sale. Good follow-up, ongoing support and relevant recommendations can turn one project into repeat business, referrals and long-term partnerships.
成交并不是漏斗的终点。良好的后续跟进、持续支持和合适的建议，可以把一次合作转化为复购、介绍和长期伙伴关系。
CONTENT JOB / 内容任务
Follow-ups 后续跟进
Support 客户支持
New recommendations 新服务建议
03/ HOW WE WORK
OUR APPROACH
我们的方法
We do not treat every video as a direct sales advertisement.
我们不会把每一支影片都当成直接销售广告。
Before production, we study the business objective, target audience, customer pain points, platform and advertising direction. Then we decide whether each piece should attract, build trust or drive action.
制作内容之前，我们会先研究商业目标、目标受众、客户痛点、内容平台和广告方向， 再决定每则内容应该负责吸引注意、建立信任，还是推动客户行动。
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