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8 Reasons Why WhatsApp is Key to Your 2020 Marketing Strategy

Find out how to use the world's most popular chat app to improve your customer communications

October 09 2019

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WhatsApp’s rise in popularity is soaring and, with over 1.5 billion users, its growing relevance can’t be ignored. Although popular for personal use, WhatsApp recently changed the game with the launch of Whatsapp Business – giving marketeers the opportunity to connect to a generation of instant messengers.  

The recent surge in WhatsApp’s use as a social network, due to rich media sharing options, has elevated it to be more than just a messaging app. Users are increasingly recognizing its validity as a trusted news source, while Facebook continues to acknowledge it as a lucrative marketing tool. 

Worldwide WhatsApp usage statistics

Reasons to use WhatsApp for your business: 

1. 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. Be accessible 

It’s never been more important for businesses to make themselves available and accessible for customers to contact them in a way that fits the customer’s comfort zone. 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. Better understand customers 

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 so on 
  • Respond to individual queries in a more personal manner 

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.

Customer rating experience with brand over WhatsApp

4. Strengthen brand presence and credibility 

Using WhatsApp Business 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. 

Conversation over WhatsApp with a verified business account

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. Quicker response times 

WhatsApp Business enables businesses to deliver faster customer service. When customers opt-in, businesses can directly contact users on their phone. 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.

Example of airline using WhatsApp to notify passenger of delay

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. Reach across generations 

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. Use insights to future-proof communications 

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. 

Seen versus unseen messages on WhatsApp

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. Communicate creatively  

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. 

Example of using a QR code to redirect customers to WhatsApp

 

In conclusion, WhatsApp Business messaging is a very powerful and wide-reaching communication platform that can help businesses connect to their customers.  

Consider using WhatsApp as part of your marketing arsenal to maintain a seamless customer service experience that adds value to the customer journey.  

For more insights on how to communicate with customers more effectively on various platforms, download the “The Ultimate Guide on Messaging” eBook. 

DOWNLOAD THE ULTIMATE GUIDE ON MESSAGING EBOOK