What is WhatsApp marketing? This article shed light on the various aspects of WhatsApp as a marketing channel, like benefits, best practices, and how to use the platform for your marketing activities. As a bonus, we have also shared quick and easy tips to improve customer engagement on the platform.
With over 120 million daily active users, WhatsApp is a
thriving space for both established companies and budding startups. Today, companies are
gradually moving from the traditional modes
of marketing and embracing digital technology to reach out to their target base.
WhatsApp can be utilised by brands to send marketing campaigns and offer a delightful marketing
experience.
In this blog, we will explore what is WhatsApp marketing, and shed light on its various aspects,
including its benefits, best practices and how to use the platform for your marketing
activities. As a bonus, we will also share quick and easy tips on how to improve customer
engagement on the application.
Define your goals and metrics
Draw up your WhatsApp marketing goals and set up a benchmark that you want to achieve. Revise
your marketing funnel and choose the KPIs that would help you find out if your WhatsApp
marketing campaigns have been successful.
Sign up on the app
After you download the app, the next step is to build your official WhatsApp Business profile by
sharing detailed information about your company and your products. From product catalogues to
quick and automated replies—use the plethora of tools that the app provides to set up your
business online.
Create a brand persona
Work on your brand's personality and find out the values that you would like to convey through
your communication. What kind of a persona would you like to build - formal or easy-going?
Creative or a follower of traditional ideas? Create your tone of voice accordingly.
Build your database
Export your existing contacts on the WhatsApp Business app and grab new contacts through your
social media channels, newsletter subscriptions, etc. Try offering a valuable incentive for your
users' contact details and then you can share promotional messages with them directly.
Craft your communication
Design your messages in such a way that you do not sound too salesy. Have a healthy blend of
promotional messages and value-driven content so that you can entertain, educate and inspire
your audience. Play around with multiple content formats like images, videos, gifs, emojis,
etc., and stay away from spamming your customers.
World Health Organization
It was during the first wave of COVID-19 in March 2020 when the World Health Organization launched its hotline numbers in 7
different languages. Users only needed to send a location-specific number and choose a
particular prompt to know more about the disease, vaccination, etc.
Lidl
After launching the "Quiet Time" chatbot in the market during the pandemic, Lidl brand has now launched a WhatsApp business account
where it provides instant support to its customers before escalating the issue to a live
customer support agent.
KLM
Using WhatsApp marketing to offer a happy user experience, KLM,
the Royal Dutch Airlines, shares valuable travel information with its travellers through
WhatsApp. From sending booking confirmations to letting the passengers know about delayed
flights, if any, KLM uses the app to keep the passengers informed.
Automated marketing is the need of the hour in today's digital scheme of things. But before you
automate your tasks using software and tools, make sure that your campaigns are relevant,
relatable and appropriate for the target audience.
Nivea
On the occasion of Mother's Day, Nivea Switzerland came
up with a very heartwarming video content, urging their customers to share the same with their
mothers. Users just needed to type in Nivea on WhatsApp and follow the prompts shown on the app.
Netflix
In 2017, Netflix launched its marketing campaign where it
used WhatsApp to stay in touch with its users. As an expert in recommending personalised content
to watch based on users' watch histories, the OTT platform generated engagement with its
audience, retained its existing customers and encouraged the unsubscribers to subscribe to the
platform once again.
Automated greetings
Welcome your customers with automated greetings on WhatsApp Business. This sends the signal
that
your business is responsive and values the time and effort of the users. Use simple
templates
and have an uplifting and encouraging tone in your automated message.
Quick responses
People hate it when their grievances or complaints go unnoticed. Offer quick fixes in the
form
of prompt replies to your customers to save time. With WhatsApp Business, you can save
frequently sent messages and reuse them to respond to customer queries in the minimum time.
Message personalisation
Personalisation is the key to staying at the top of your customer's preferences. Use
customer
names or order numbers and craft your message with a personal touch. Stay away from words
that
sound highly technical. Avoid jargon and keep your responses short, snappy and to the point.
Real-time feedback
Use the feature of advanced analytics to get real-time feedback on your WhatsApp marketing
campaigns. Discover areas that need optimisation, track user sentiment or evaluate your
metrics—all on the same app platform.
WhatsApp chat widget
The best place for customers to know more about your business and its products is your
official
website. Add a WhatsApp widget on your website and open up a communication channel through
which
customers can easily reach out to you. On clicking the widget, your customers will be
redirected
to WhatsApp and can then start a conversation with your company directly.
Bulk notifications
With WhatsApp Business API, you can schedule and send bulk messages to all your customers on
a
predetermined date and time. From product announcements to important follow-up
information—you
can send messages to your customers in a safe and secure messaging environment.
AI Chatbots
The superheroes (without capes!) of the business world, the AI chatbots can handle customer
queries, offer product recommendations and also provide answers to frequently asked
questions by
the users. Integrate them into your customer engagement strategy or create your very own
chatbots.
Product displays
Consider the WhatsApp interface as a condensed version of your website. Display your
products
and services on WhatsApp by creating a catalogue with detailed information. You can also
keep
some automated responses ready in case a customer enquires about specific products or
prices.
Promotional messages
To spread the word about your business and the products, use the broadcast feature on
WhatsApp.
Let more people know about you and increase your brand visibility. Send product launch
messages,
discount news, festival promotions and other exciting news to opted-in customers.
CTA with buttons
Integrate CTA buttons smoothly to your messages and prompt your customers to take actions
such
as 'Buy now', 'Call business', etc. These predefined buttons make your messages more
clickable
and offer a highly interactive and engaging experience for your users.
With WhatsApp marketing, you can build strong marketing campaigns and reach today's audience
who
prefers buying products or making purchases online. However, it is always good to try out
your
hands on the app before launching your in-app store. That way, you will be able to handle
the
other tools and software that would really help you up your online game.
Wondering how to streamline your WhatsApp marketing campaigns and how to derive reports for
further analysis? Avail Propel
marketing services today and get valuable insights into your customers' behaviours,
the
performance of the campaigns, the quality of leads generated, etc.
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