Social media marketing is the new norm. But winning at it can be a bit challenging when advertising costs are sky high, and trust and attention are getting harder to earn.
In an interview with Shopify Plus, Leon Hugs, associate partner, at Piper Private Equity said - “Some brands are seeing ad costs go like five times higher than it used to be to drive the same amount of traffic.”
But with WhatsApp, things are a bit unique. By using the right tricks and strategies you can boost your business through WhatsApp marketing. That too without putting a hole in your wallet.
But if brands view this space as just another place to run ad campaigns, they'll hit the same ad-spend ceiling and miss out on what makes WhatsApp Marketing unique. So what should you do?
Formulating a WhatsApp marketing strategy that aligns with all dos and don’ts; make the best out of the platform.
Before you get started with WhatsApp promotion
Before you dive into the rest of the article, there are a few things you must keep in mind for WhatsApp marketing messages. Unlike other social channels, there are a few limitations involved with WhatsApp.
If you already went through the WhatsApp Business Policy then you would know what I’m talking about. And if you haven’t, then I definitely do recommend you to do so. But here few of the most important ones.
- Only contacts who have already opted in to receive communications from you can receive WhatsApp advertising messages sent using the API. Additionally, a template for these messages must be pre-approved by WhatsApp.
- Only within the first 24 hours after receiving a customer's most recent message, you are permitted to reply with a WhatsApp marketing message. Currently, WhatsApp is working on providing more suppor to the messages you can send within this 24-hour window.
- Customers can now receive customized Non-Transactional Promotional Messages on WhatsApp.
WhatsApp promotion: What to follow
1. Use data to personalize messages
Using personalized data and reports can help you formulate better messages that are more likely to be perceived well by your target customers.
If your business wants access to personal information, you have to get it and use it in a way that builds trust. By fostering a healthy community and appealing to shared values, brands can achieve the relevance customers want without the privacy concerns of one-to-one personalization.
By using MyAlice’s dashboard you get access to unique reports and information about your customers on WhatsApp. Use these data to formulate better approaches for each group of customers.
2. Maintain a proper frequency with promotional messages
When it comes to WhatsApp promotions a lot of business owners go overboard with their marketing messages.
But here’s the thing - no one likes consistent messages about the same thing again and again. And at some point instead of coming off as informative, it comes off as annoying.
So even though it may be tempting to move quickly with promotional content - given WhatsApp's immense potential, you should maintain a respectable frequency. Instead of sending promotional messages often, you should send them at strategic frequencies to untap optimum WhatsApp Marketing.
Because even if it's a highly tailored and direct marketing channel, WhatsApp is primarily a personal chat software.
3. Promote your WhatsApp on other platforms
WhatsApp is not a platform where, "if you build it, people will come." Customers must have your WhatsApp number in order to contact you.
Run a brief awareness campaign to inform customers that you will provide customer support through the platform once your business profile is complete. This could involve sending out emails to current clients, advertising on other social media platforms, and making a short change to the "Contact Us" part of your website.
3. Get WhatsApp Business API
Getting the WhatsApp Business API is arguably one of the best things you can do to promote your company or product on WhatsApp.
Yes, the free WhatsApp Business app has a lot of features, including everything the WhatsApp Messenger app does as well as a complete business profile and a product catalog. But it still falls short of what the API can achieve for a company, especially one that is expanding.
For instance, the API gives you more tracking options and increases the amount of data you can provide for your WhatsApp marketing campaign (more on this later). Then, using this, modifications can be made as necessary. To organize your marketing activities, you may also set up messaging automation.
Visit our post comparing WhatsApp Messenger, WhatsApp Business App, and the Business API for a thorough explanation of what the API can do versus the free app.
WhatsApp Promotion: What To Avoid
1. Avoid using the same social content
Different target groups prefer different social channels. This means your customers that are on Instagram may not be on WhatsApp. People use different social media platforms to share and consume information and content on different interests.
This is why it is important for you to generate different social content for each platform. You don’t need to always generate unique content for each platform. However, you should tweak them for each platform to match the target audience.
2. Avoid leaving your business profile and product catalog empty
Whether you send WhatsApp promotional messages via the free business app or the API, you must make sure that customers can recognize your brand and your goods.
This entails completing each and every field in your company profile, including the one for your product catalog.
Increasing sales is the ultimate objective of every company (including WhatsApp marketing campaigns), and it is closely related to product visibility.
In addition to increasing the visibility of your products, WhatsApp's integrated product catalog allows customers to remain within the app, minimizing the potential of distractions from having to open a browser to access your store's website.
WhatsApp Promotion Examples
World Health Organization
In the pretext of the COVID-19 pandemic, The World Health Organization introduced specific COVID-19 WhatsApp hotlines to assist users in seven languages in March 2020.
By sending a WhatsApp message to a location-specific number, users can call the hotline. They are then presented with a number of options for further information about the illness, immunizations, and other topics.
Users can find a reliable compromise between self-service and live support with the help of this automated chatbot.
Flipkart intended to generate interest for its impending Big Billion Days online sales, for which it wanted to reach as many people as possible.
Flipkart introduced an automated chatbot to help customers during the purchase process. Still, they added a wow factor by personifying it with Amitabh Bachchan, a well-known Bollywood actor in India.
They used all of WhatsApp's available communication types, including images, audio, videos, and emojis, to build rich-media conversations.
Through games with emoji support and puzzles, customers could learn more about the offer on WhatsApp.
For Clarks, a retailer of shoes, WhatsApp appeared to be a viable choice for building brand awareness and demonstrating their progress.
The Rat to Rudeboys campaign gave WhatsApp users the chance to have real-time conversations with various figures from Clark's history and receive pictures, videos, and texts that helped to create a realistic documentary.
Clarks was able to connect with consumers through this fun and engaging campaign and gather the information that eventually assisted them in reaching prospective customers in subsequent campaigns.
Formulate your own WhatsApp promotional strategy
WhatsApp can be useful for marketing objectives for companies of all sizes. If used right, this channel can enhance client retention, foster long-lasting relationships, and eventually boost sales. And luckily, now you know the dos and don’ts for WhatsApp promotion.
So now it's time to go outside the box and develop your own promotional strategies for your WhatsApp store.