WhatsApp Marketing

The modern consumer is always on the look for an ideal way to communicate. With recent advancements in technology and tech companies coming up with better communication channels, consumers are not left behind in adopting such channels. Today, most people use platforms like Facebook, Instagram, Snapchat, and WhatsApp to communicate. Marketers are shifting to WhatsApp marketing now to reach out to potential leads. 

WhatsApp is one of the most used messaging apps across the globe today, with over 2 billion active users. Every day, at least 60 billion messages are sent via this messaging app. We’re seeing Europe and the U.K. adopt it at a very high rate. In the United Kingdom, at least 80% of adults aged 18 to 24 use WhatsApp as their primary messaging tool. In the first three months of 2020, at least 65% of U.K. citizens said they use WhatsApp many times a day. 

With billions of consumers using WhatsApp multiple times each day, businesses should begin looking at WhatsApp as a new channel to communicate with their customers. Most customers are more likely to remain loyal and shop with a brand they communicate with directly. WhatsApp gives businesses the platform to directly send marketing messages to customers, win their trust, and make them loyal to their brands. 

SMS Vs. WhatsApp: What Works Better for Marketing Communication?

When WhatsApp hit 27.6 million active users in the U.K. by the end of 2019, most people believed it was actually on its way to replace SMS. Well, that may be true considering the pace at which people are registering on this messaging app.

Although most consumers are still using SMS  today, the case is slightly different in most European countries. The majority of mobile phone users in the U.K. prefer WhatsApp as the primary messaging app. This is because it is relatively affordable compared to direct SMS. 

Today, the number of people using WhatsApp has grown significantly because of its affordability and reliability. As Statista reports, of all active mobile users in the U.K., at least 80% are actively using WhatsApp to message.

Here are some reasons why most consumers prefer WhatsApp to SMS:

It is free while SMS is not. Mobile service providers  charge a flat rates when sending SMS. This makes it more expensive to use SMS than WhatsApp.

 International messaging is expensive. Those traveling  find it economical to download and use WhatsApp for messaging when they are in the country because it is affordable when messaging internationally.

 It works on end-to-end encryption. It means that WhatsApp is secure even when you are sending messages through a public network or free Wi-Fi. User privacy is a guarantee when messaging through WhatsApp.

WhatsApp allows for more than 160 characters which is the usual threshold for normal SMS. It also enables users to send other content like video and voice messages. 

 WhatsApp enables group messaging and comes with business-grade features. It offers a threaded view of all bulk messages that you send to a group of recipients. 

Ways to Leverage WhatsApp for your Business 

Although WhatsApp is one of the most popular messaging apps globally, not many businesses and marketing professionals are using it today to reach consumers. Only 7% of professional marketers are using WhatsApp today to promote businesses. 

Here are some ways to use WhatsApp for your business.

Increase online visibility 

You can create a business page on WhatsApp and create a group for your customers. Once you create a WhatsApp business page, you can use this platform to create a complete profile of your business, like physical address, website link, and useful contacts that customers can use to reach you. 

WhatsApp also allows you to add a catalog of your products on the business page so that customers can go through them and interact with you. By creating a catalog of your business on WhatsApp, customers can go through your business without having to browse and shift attention to something else. This improves your conversion rates. 

Engage with customers directly 

WhatsApp makes it easier to interact and engage your customers through direct messaging. You can also use chatbots to automate your messages so that customers don’t have to be waiting for your response. You can also create a FAQ section on your WhatsApp business page and save customers time.

Organize your contacts 

WhatsApp is a useful messaging tool for every business. You can use the app to organize your contacts using its label system. It is also possible to import all your business contacts to WhatsApp if you are using a CRM that integrates with the app perfectly. When you integrate WhatsApp with CRM, you don’t have to keep adding new customer contacts to the app because it automates the process. Consumers who have opted into your WhatsApp communication can be directly added to the WhatsApp messaging lists without manual intervention. You can also save and archive conversations with customers when you integrate with CRM.

Small businesses can also use WhatsApp messaging to:

• Send reminders to customers on bill payment and upcoming travel itineraries.
• Update customers about their order status. 
• Personalize occasional wishes like birthdays, and inform customers of discounts.
• Recommend possible actions to customers such as new products, travel packages, hotel stays, etc.
• Remind customers of abandoned carts and persuade them to check out.

WhatsApp is an important touchpoint in your consumer’s digital journey. To be able to fully utilize the benefits, include WhatsApp as part of your omnichannel marketing strategy with your consumers. 

Three most popular ways in which brands execute WhatsApp marketing campaigns

1. Personalization using segmentation: create highly personalized campaigns on WhatsApp.
2. Connected experience using Flows: You could integrate WhatsApp into your existing customer journeys in a seamless manner for better engagement. 
3. Smart Triggers for real-time engagement: Trigger 1:1 WhatsApp messages in real-time and engage users during the micro-moments in their purchase journey. 

Conclusion 

WhatsApp gives you and your business a platform to connect and interact with customers outside the business website. As millions of people using the messaging app daily, WhatsApp proves to be one of the best marketing tools for any business.