Did you know that there were over 2 billion monthly active users on WhatsApp in 2020? This marketing channel is becoming increasingly important for companies looking to engage with the public. Indeed, using messaging is a golden opportunity to improve your strategy. So maybe it’s time to think about incorporating WhatsApp into your marketing strategy!
But first, what is WhatsApp?
As marketers, we like to get involved on platforms where our customers are active and where we can differentiate ourselves, such as: B. on Facebook, Twitter, LinkedIn or Pinterest. WhatsApp allows more than 160 characters, which is the usual threshold for regular text messages. It also allows users to send other content like video and voice messages.
According to the statistics :
- More than half of WhatsApp users check the app daily;
- Even better, you can be sure that they will receive your offers as SMS have a 98% open rate;
- As for the target audience, WhatsApp has an average age of 36 and 71% of users are in the 18-44 age group.
With such numbers, it becomes clear that WhatsApp has enormous marketing potential. It’s true: WhatsApp isn’t just for texting colleagues or video chatting with family in another city. It can also be used for business as a cost-effective alternative to international calling or texting.
Features tailored to different marketing needs
WhatsApp offers tailored functions to use different marketing requirements:
- The calling : You can connect with your international customers via voice calls. If you are a B2B company, use video calls for free demonstrations and direct consultations;
- The sharing of links : You can share links to your products or services, PDF files or documents in the form of case studies, video product demonstrations, audio files to inform customers or procedures…. ;
- The Statute can be used in different ways : WhatsApp allows you to create short videos for product demos and share customer experiences. You can display product information images or use your status to please your customers or share real-time updates;
- diffusion : This function can send a message to the recipients of your mailing list. It’s a great way to raise awareness and share announcements about your brand and products.
- The groups : They bring like-minded people together to exchange views and opinions. With a maximum size of 256, you can gather your key customers to share product previews, early deals, and more.
For example, small businesses can use WhatsApp messaging to:
- Inform customers about the status of their order;
- Personalize messages: personalized welcome messages, special offers, happy birthday…;
- inform customers about discounts;
- Send reminders to customers about paying bills;
- Recommend possible promotions such as new products and services to customers;
- Remind customers of abandoned carts;
Why should you use WhatsApp in your marketing strategy?
The advantages of using WhatsApp are also numerous for marketers:
Deep relationships with customers
53% of prospects say they would buy a product or service from companies they can reach via chat. In addition, they feel safe because this application works with end-to-end encryption. That means it’s secure even if you’re sending messages over a public network or free Wi-Fi.
This makes WhatsApp marketing a foolproof strategy for building long, deep relationships with customers. Maintaining such a connection helps brands reduce costs as retaining customers is 5x to 25x cheaper than acquisition. Out of the box, WhatsApp offers businesses a robust set of customization options.
Better customer loyalty
We can’t say it enough: customer loyalty is extremely important for any type of business. WhatsApp offers direct communication between customers and sales reps through short but useful messages. By integrating WhatsApp into your marketing strategy, you can answer all the important questions your loyal customers have in no time. As the number of smartphone users increases dramatically, you have the opportunity to collaborate and engage with your customers and generate the best leads for your business. WhatsApp also lets you send interesting images and videos to create a complete marketing campaign that is just as exciting and engaging.
Better organization of your contacts
You can use the app to organize your contacts with its label system. It’s also possible to import all your business contacts into WhatsApp if you’re using a CRM that integrates seamlessly with the app. When you integrate WhatsApp with CRM, you don’t have to keep adding new customer contacts to the app because the process is automated.
By communicating personally with your customers via WhatsApp, you give them the opportunity to learn more about the product, making it suitable for a wide range of users. By accepting their feedback and gaining insight into current market trends, clients also help companies explain to them how other companies in the same industry offer different products and services.
Low marketing costs
WhatsApp is still a very affordable marketing channel. All you need to get started is to install the app and connect to the internet. The chances that your message will reach the customer are very high. On average, a user consults WhatsApp more than 23 times a day. Additional WhatsApp marketing:
- Generates more conversions;
- Improves sales;
- Allows you to build quality relationships with customers;
- Costs next to nothing in terms of marketing spend.
If you use WhatsApp for business, there is little point in doing it through a personal account. You may lose access to your account and miss out on several great features. However, for many businesses, WhatsApp has a simple solution: WhatsApp Business. It is available for Android and iOS and can be accessed as an online platform called WhatsApp Web. Also, you can use it in the browser if you already have a business account. WhatsApp Business is primarily designed for small businesses that want to organize their presence on the app. It’s free, but somewhat limited in its capabilities compared to the WhatsApp Business API.
Ready to use WhatApp?
Marketing on WhatsApp is about nurturing customer relationships and creating value. So, to get started, you must first think about how you and your business can fit into conversations with your audience. Then you need to design an engaging brand identity that they can interact with. WhatsApp is a powerful tool that has become popular due to its simplicity.
Finally, a WhatsApp marketing strategy should be a crucial part of your marketing arsenal to achieve your high-value CX goals and add value at critical moments of the customer journey.