Already popular for personal use, WhatsApp changed the game with the launch of Whatsapp Business – giving marketers the opportunity to connect to a generation of instant messengers. Here’s what you need to know to prime your WhatsApp marketing strategy for success.
Thanks to its rich media sharing options and wide global adoption, WhatsApp is so much more than a messaging app. Users recognize its validity as a trusted news source, while Facebook continues to acknowledge it as a lucrative marketing tool.
Key benefits of adding WhatsApp to your marketing strategy
1. A private and secure platform
Data misuse is no longer simply a concern. Customers are crying out for secure platforms.
They’re tired of lazy, generic, targeted ads and bots. WhatsApp is a safe bet as it has established itself as a trusted platform that encrypts messages and doesn’t share information with third parties. Unlike other apps, it isn’t laden with ads, meaning customers look to it as a safe and private place to communicate regularly.
Notably, WhatsApp Business requires a business to verify each account, so customers can be assured that they are in contact with a verified company.
2. Real-time customer service and support
It’s never been more important for businesses to make themselves available and accessible for customers to contact them in a comfortable and familiar way. WhatsApp Business messaging ticks all the boxes. It offers ubiquitous messaging that’s quick, efficient, and reliable on a platform used by many.
With WhatsApp, alerts and updates can be received in real-time. Most importantly, any urgent questions that need answering can be answered in a timely and direct fashion, with no middleman slowing down the process.
3. A highly engaging digital channel
WhatsApp Business messaging enables businesses to collect and analyze valuable consumer research. Its features allow businesses to:
- Ask direct questions to their customers and gauge preferences
- Send quick surveys and polls to get a better understanding of the demand for products, items, service levels, and more
- Respond to individual queries in a more personal way
This increases engagement by letting users know that the business they’re interacting with isn’t constrained by a single channel of communication and that the customer’s time is valued.
4. A personal and trusted channel
Using WhatsApp allows businesses to get more personal and authentic with messaging. WhatsApp can be used to send personalized promotions, updates, and more from a profile that is branded in line with the company’s guidelines.
Customers can also see when a business’ profile has been “confirmed” – this is similar to Twitter’s verified status – essentially providing a business with credibility and the customer with a sense of security.
5. Supports automation and FAQ
WhatsApp Business enables businesses to deliver faster customer service. When customers opt-in, businesses can directly contact users on their phones. This is significant when considering that 56% of people would rather contact customer services via messaging rather than over the phone.
The “quick replies” function on WhatsApp Business enables businesses to store and reuse useful and frequently sent messages to speed up the customer service process.
This is useful and convenient for so many industries and their specific customer needs when it comes to instant responses. Consider the need for reactive responses to flight times, delivery and booking confirmations, and bank transactions and how much easier it is to build a response from a template rather than from scratch every time.
Brands can also use automation by setting up “away” messages during slow periods when it’s not possible to answer. This way, customers feel informed; they know when to expect a response, and as a business it provides the chance to keep the customer satisfied.
6. Used by different demographics
Customers are much more likely to contact and interact with brands who are using their preferred platform. Although WhatsApp is mostly used by younger age groups, the functionality of the app makes it accessible to a wide age range.
Companies are fighting for customers’ attention – and businesses who can’t keep up risk being sidelined. WhatsApp gives customers an instant and interactive platform to actively engage with businesses in real-time.
Generation Z were brought up relying on technology, and as customers, they expect personalized communication from brands, especially online and via mobile. When used well, WhatsApp enables companies to execute this kind of service perfectly. As a result, customer voices are easily heard.
7. Unlocks valuable customer insight
With the messaging statistics feature on WhatsApp Business, it’s possible to gain valuable insights and measure success levels in new ways. Businesses can monitor the hours customers are most frequently active online and increase or decrease resources accordingly.
Companies can also measure “messages seen” and status delivery, in order to implement and optimize for future conversations.
Features like “labels” allows a business to distinguish and categorize contacts and various chat conversations in one place. Broadcast messages can then be sent to anyone tagged with that label. Overall, this can improve deliverability, reliability, and even help expand reach.
8. Provides creative engagement approaches
Tools can be used to organize, automate, and respond faster to messages or queries. An ideal way to capture customer attention is through different types of media. When sending messages, there are a wealth of options that enable businesses to send original and varying types of content via messaging, from videos and photos to PDFs, gifs, and voice recordings.
A prime example is the function of QR codes. By adding one to printed promo materials, customers can easily scan them to be directed to an immediate instant message exchange with a business via the WhatsApp platform.
Kick-start your WhatsApp marketing strategy
WhatsApp Business messaging is a powerful and wide-reaching communication platform that can help you create meaningful connections with your customers. That’s why a WhatsApp marketing strategy is a key part of your marketing arsenal, supporting your customer experience goals and helping to add value at critical moments in the customer journey.This post was last modified on April 14, 2021 and originally published on October 9, 2019.
Add WhatsApp to Your Marketing Strategy