What is the first thing that comes to mind when you hear “Marketing on WhatsApp” or simply Whatsapp Marketing?
Increasingly messaging applications are being used by companies as a marketing tool.
The leader of the market of messaging applications is without a doubt the Whatsapp! The famous zap-zap!
This type of market penetration as the applications of messages can not be ignored. But as you can effectively use WhatsApp for marketing?
As all the borders relatively unexplored, there are equal measures of risk and reward for the early adopters. This is our guide to WhatsApp marketing.
What is WhatsApp?
WhatsApp is a free application for mobile devices that uses the internet connection of your phone to allow you to talk with other users of WhatsApp, a no-charge SMS.
The application also allows you to share files and images, and supports voice and video calls for free.
Its support of a wide range of phones has made it especially popular in areas with high rates of SMS, including Brazil, Mexico, and Malaysia, where more than 60% of the population uses WhatsApp.
In fact, Whatsapp is the most popular option for SMS in the 109 countries in the world.
Despite the Facebook to acquire WhatsApp for $1 billion dollars in February 2014, WhatsApp operates as a separate entity from Facebook, and still does not have the same marketing features of Facebook Messenger, for example.
How to Use WhatsApp for Marketing?
WhatsApp has versions for iPhone, Android, Windows phone. The app also has versions for Mac computers or Windows, but it is necessary to first install it on your mobile phone, because each WhatsApp account is linked directly to a single telephone number.
After you download and install the application, you need to confirm your country and enter your phone number. To set up your profile, you can import your information from Facebook with a single click or manually add an image and add a profile name (which you can change later if you want).
WhatsApp uses the phone numbers from the contact list of your phone to display an updated directory of users of WhatsApp, which you already know. Any person who has your phone number in your contacts list in phone you will see in WhatsApp automatically, unless you change your privacy settings.
There are three basic ways to share messages, photos and videos using WhatsApp:
Chat privately on WhatsApp
As other chat programs you can chat directly with another user who is in your contact list on your phone. You can also make video calls, or send audio messages.
Lists of Transmission of the WhatsApp
When you send a message to a list of tranmissão, it is directed to any person in the list that has your number saved in the address book of their phones.
Contacts saving the message as a normal message. If they respond, it will appear as a normal message, one-to-one on your screen of chats, and this response will not be sent to anyone else from the list transmission, only for the owner of the transmission list. The lists of tranmissão are limited to 256 contacts.
The chat group WhatsApp allow you to send messages to up to 256 people at the same time, sharing messages, photos and videos. Everyone in the chat group can write, send audio, etc and also view the responses of all the others.
Why Use WhatsApp as a Marketing Tool in 2019?
The best reason to use WhatsApp for business is that many of your clients are probably already using.
Surprisingly, the users of WhatsApp and similar services are willing to communicate with the companies by the application.
According to the Research of Messages of the Facebook, 67% of users of messaging applications mobile said they hope to use the chat to communicate with the companies in the next two years. In addition, 53% of respondents say that they are more likely to purchase with a company that he can send messages directly to communicate.
If your clients and potential clients are young people, it is more likely that they will feel at ease using messaging applications for daily communication of them. A study by the Pew Research Center (Conducted in 2016, so these numbers are surely higher) shows that 42% of smartphone users between 18 and 29 years old use instant messaging applications such as WhatsApp, in comparison with only 19% of smartphone owners 50 years or more.
In addition, messaging applications such as WhatsApp have rates of engagement incredible: 98% of mobile messages are opened and read, with 60% of them being opened in three minutes after the receipt.
WhatsApp can be an important way for your audience to share content and do marketing via “Dark Socials” – a term to describe when people share content through private channels, such as email or chat applications such as WhatsApp, as opposed to more public networks such as the Facebook, Instagram or Twitter.
In fact, a majority of the shares online, 84%, now occurs in private channels, such as messaging applications, so even if you do not use WhatsApp to do the marketing of your company, it is likely that your potential customers are using WhatsApp to share offers with their friends.
WhatsApp Marketing in 2019: Strategies and Examples
As WhatsApp does not sell advertising space or have any specific feature for business (yet… can’t wait for when you have!), you need to be innovative in your marketing approach.
There are some limitations that you need to address when developing your marketing strategy for WhatsApp. In the first place, there is a business account, therefore, if your brand is by creating an account, it will have the same limitations as any other user.
As each WhatsApp account is linked directly to a single mobile number, and you can only send messages with up to 256 users of WhatsApp at once, it is not a good option for marketing large-scale (one to many).
Therefore, your chances of success in WhatsApp marketing are greater when you use these limitations in your favor.
Remember that, as other messaging services for mobile, part of the power of WhatsApp is that it is connected to our phones, which tend to be objects more personal than our computers. We are not we share our mobile phones and take it to all places.
Therefore, any marketing campaigns of WhatsApp that you approach should reflect (and respect) the personal aspect. Is in WhatsApp that consumers interact with friends, so the confidence and creativity are fundamental to the success of your marketing campaigns.
Not surprisingly, some of the best examples of effective campaigns in WhatsApp come from regions with greater penetration, including Brazil and Argentina.
Here are some examples of brands that have made a difference using WhatsApp for marketing.
Hellmann’s and the Marketing on Whatsapp
The Hellmann’s in Brazil wanted to inspire people to think of mayonnaise as a cooking ingredient, not just as a condiment. Then, they invited website visitors to submit their phone numbers along with a photo of the contents of the fridge.
They were then connected through WhatsApp with chefs real, who created a recipe using Hellmann and the other ingredients in your fridge.
The chefs taught users how to prepare the meal by means of photos, videos, and other resources of WhatsApp. A beautiful campaign WhatsApp marketing.
The results? A total of 13,000 participants spent an average of 65 minutes interacting with the brand, and 99,5% of them approved of the service. The brand was so happy with the results of the brazilian campaign, which distributed the same marketing campaign for WhatsApp to Argentina, Chile, Uruguay and Paraguay.
Create a Personality for Your Brand to Interact and Do Marketing with the Users of WhatsApp
When Absolut Vodka launched its collection of bottles of Absolut Unique to the Limited Edition in Argentina, WhatsApp was the perfect place to try to create a hype for the launch of the brand, since 84% of mobile phone users in the country were in the app at the moment.
For the launch, decided to organize a party very exclusive Absolut. However they only have released two invitations to the public. Anyone who wanted to win these tickets would have to use WhatsApp to contact an imaginary security called Sven and convince him to let them go in the launch party.
Marketing tools for WhatsApp in 2019
WhatsApp has launched a business app (WhatsApp for Business) that, according to them, was “built thinking in small businesses”.
It allows businesses to easily interact with customers using tools to automate, sort, and respond quickly to messages.
For example, you can save and reuse messages that are sent frequently and use these “rapid responses” to answer common questions more efficiently.
You can also define a missing message when unable to respond immediately so that your customers know when to expect a response.
A greeting message can also be configured to receive the clients of your company.
As the WhatsApp is not offering business tools or an API, the targeted campaigns on a small scale, as in the above examples, are the best strategy.
To start interacting with people, you need them to add your number to the contacts list of your phone. WhatsApp provides a way to add a link click-to-chat to your website, email signature or social media pages that facilitate the conversation of people with your brand.
Remember that the expectation in the messages is the answer almost instant, so make sure you have the resources to manage the chat or limit your availability to the time windows that are specific to your customers do not get upset waiting for their responses for a long time.
There are tools and marketing services WhatsApp of third parties that offer multiple accounts and WhatsApp groups for marketing professionals. But using them may cause you to be temporarily blocked or banned entirely from the application.
In addition, sending bulk messages in this kind of environment (more private where people can talk to their friends) can cause a lot of damage to your brand. Often, irreparable damage.
Features of the WhatsApp Business
You can insert essential information of your business, such as:
- Professional Email
- Hours of operation
- Address of your Website
This profile will appear as a profile verified, and the idea is that in future there will be a way to find it in a search field, like in other social networks.
Your profile is your calling card to your customers. Then fill in your data correctly to pass a good image of your business.
In the mode business, it is allowed to use the tools in the computer to the control messages sent and received.
Thus, it is possible to manage the communication of practical and professional.
Another advantage offered is to send auto messages while away. Remember the hours of operation for the profile? There are how to set up a message ready for the period that you are out of work
Tags WhatsApp Business
With them, you can mark conversations in categories — such as “new client”, “paid” and “payment pending” — or create custom tags depending on the type of your business.
Then, depending on your business, you can categorize all the contacts and conversations to make clear what are the types of interaction and create a manual of how to deal with each one of them.
Metrics of WhatsApp Business
No digital marketing, we are always talking about the performance is how your metrics, since they indicate a performance of your business and how to improve it.
And, with the app for business, you can send some data to read and reading messages, as they were sent, distributions and read.
Monitor these statistics and use them as references to optimize your actions.
5 Tips to Succeed in WhatsApp Marketing
1. It is Personal with the Customer
The application is used mainly to communicate with family and friends, then being personal is one of the keys to success is to use WhatsApp for marketing.
Always Use the first name of the client and the case is send automatic messages, write a message, more “funky” and not very “certinha”.
However remember to maintain a professional attitude and respect your client.
2. Create Interactive Content for Your Customers – do Not Send Only Advertisements
If you only send advertisements to its customers and contacts, they quickly will you put in the list of contacts boring.
Contacts boring are those contacts that every day they send that message that niguém want to read. Advertisements bad audio, boring, etc.
Try to be as objective as possible with their messages of propaganda to not annoy your contacts and customers.
Test different types of content, and capitalize on top of the contents with better results
3. Respond to Your Customers Quickly When you Use WhatsApp for Marketing
When you receive a contact or response from a message that is important, it is not necessary to wait and return as soon as possible.
For this reason, the most interesting is to count with a device and a unique number for a communication via WhatsApp.
You can have an internet connection to work, be able to disable a mobile phone network to prevent an interaction may disrupt interaction with consumers.
4. Provide Customer Service Directly by WhatsApp
A way to strengthen the relationship with your audience is to ask questions and promote other types of care by means of WhatsApp.
Instead of requiring the client to connect to a SAC and facing a wait time, you can provide a more agile, simple and nice.
Make sure that the one responsible for responding the request to answer the customer as fast as possible, without that this hinders the quality of care.
This readiness is critical because the communications by the mobile already have a character of their immediate — and to respect this characteristic will be the differential to delight their customers.
It is worth remembering that WhatsApp does not have a search system, such as the social networks, then only users who have the company contact may arrive to it by means of the app.
Conclusion – Use Whatsapp Marketing in 2019!
While WhatsApp is not as rich in features as the Facebook Messenger for marketing, it is heading in that direction.
Marketers that create campaigns that work for, not against, the unique features of the WhatsApp will be an indisputable advantage. The lack of advertising and corporate presence in WhatsApp means that those who start using whatsapp marketing first can really stand out – as Long as they make the campaigns right!