WhatsApp is not widely regarded as a marketing channel. This is because it is essentially a personal messaging app. Unlike other marketing channels, advertising through WhatsApp is not as straightforward as simply buying ad space. There are no “followers” or an audience that looks forward to your updates. There are no open groups and forums that you can join easily and share information and material. With WhatsApp marketing tools, you have no option but to get creative.
The average text message has an open rate of 98%, whereas the average email has an open rate of just about 30%. You can expect much less from organic marketing on Facebook.
Customers love a personal, seemingly human connection with a brand, which is why chatbots are so popular nowadays. Therefore, it should come as no surprise that WhatsApp marketing tools can be a powerful means of customer engagement. WhatsApps legitimacy as a marketing platform is further cemented by the business version of the app.
WhatsApp For Business
Available for both Android and IOS, the WhatsApp Business app was built with the small business owner in mind. The features of this version allow small business owners to automate, sort and respond to messages much quicker than the regular version. These features make it much easier to manage your WhatsApp marketing campaign. Here are some of its features:
Business Profiles: You can create a business profile that includes helpful details for your customers such as your address, business description, email address, and website.
Quick Replies: Save and re-use the message you frequently need to send. You can save answers to the more frequently asked questions and solve customer queries in no time.
Automate Messages: It is not always possible to respond to customers round-the-clock, especially when most customers expect quick responses. With automated responses, you can solve this issue to an extent. You can create a welcome message for your customers when they contact you.
Message Statistics: Insights regarding how many messages were successfully sent, delivered and read can help you fine-tune your WhatsApp marketing strategies for better results.
Labels: Organize your contacts with labels, so that you can find them easily and create target groups and more tailored communication.
Business Landline Number: If you use a landline number for your business, you can now use your landline number to create an account.
All these tools create various opportunities for you to market your business on WhatsApp effectively.
Using WhatsApp To Reach More Customers
WhatsApp can become a formidable platform to lure in potential customers and retain existing ones. Let us talk about a few ways one can devise WhatsApp marketing tools to engage with customers:
- Customer Support:
It may not always be possible for businesses, especially small ones to set up a full-fledged customer support desk. However, customers today are quite uncompromising when it comes to customer support. They need it in real-time and it must be effective. By using WhatsApp for business, even small businesses with limited resources can handle customer queries and issues for next to nothing. The best part is that WhatsApp supports all sorts of media- audio, video and even phone calls, making it
- Feedback and Consumer Research:
Increase customer interaction and participation by consciously including your customers in the process of creating and building new products. WhatsApp can serve as an effective tool to conduct quick market research and collect customer feedback. You need not wait for a customer to find a feedback email or questionnaire in their email inbox, open it and then answer it. Human beings like to talk to other human beings. WhatsApp can help you employ a natural and more earnest approach towards collecting feedback and finding out more about your customers in a conversational manner.
- Reviews and Ratings:
Reviews and ratings can make or break a brand. By human nature, customers are more likely to share negative reviews than positive ones. WhatsApp can help you give them a gentle nudge and prompt them to review your product or service, by sharing quick links with them.
People check their WhatsApp inbox way more than their email. They may also not always be available to talk over a phone call. If there is a policy that needs to be renewed or a payment that is upcoming, you can send gentle reminders on WhatsApp and increase the likelihood of the customer finding these messages on time.
- WhatsApp Status Feature:
It’s all about stories nowadays. It began with Snapchat and not much later all the other social media platforms were quick to catch up. Not long after, WhatsApp has introduced the “Status” feature that allows you to share stories in a similar format. Get creative and share interesting stories to engage customers and generate interest in your product or service.
- Offers and Promotions:
Stories are live for only 24 hours and can help you develop great WhatsApp marketing campaigns. Use them to announce limited-period offers and promotions and prompt viewers to contact you via personal chat to know more. Customers love a good offer and sometimes, it can go a long way in pushing them to finally make a purchase.
- Visual Content:
Create interesting content to capture your customer’s attention. It could be a video of your factory or BTS footage of an upcoming launch. You can create videos about how your product is built from scratch focusing on the quality of the product. You can send before and after images. With WhatsApp’s marketing tools, the scope of creativity is endless.
- Human Side of Business:
An organization is more than a building, desks, and computers. It is ultimately the people that make an organization what it is. Feature your employees in your content and stories. An organization that values its people treats them well enjoys a better reputation and finds it much easier to earn a customer’s trust. If your employees appear excited and passionate about your product or service, the enthusiasm is likely to rub off on the customer as well.
- Account Takeovers:
Usually seen on Instagram, sometimes organizations take a break from regular programming and invite their brand ambassadors or experts to share content on their social media handles for a limited period. It is often marketed as a virtual event, something that the audiences look forward to. More often than not, there is a person designated to manage a WhatsApp account. It may be a good idea to invite an expert or someone with a strong association with your brand to take over the account for a day. For example, you may invite a tech guru to take over your account for a day and share expert insights into how customers can make the most out of a particular gadget.
WhatsApp is a powerful medium with a stupendous reach. The best part is that it is very simple to use. It allows you to connect with your customers on a more personal level and reinforce a stronger brand image. It costs next to nothing and can introduce a whole new dimension in customer engagement and interaction.
Nikunj Dudhdat is a digital marketing executive at SoftwareSuggest – Discover Top Business Software & Service Partner. I am passionate about the applicant tracking system, and all things digital. Also interested in technology and innovation. In my spare time, I enjoy playing cricket and badminton.