Ada Parker WhatsApp has established itself as a platform where conversational tactics can be used to draw in and keep users. Find out how to connect your brand to millions of users by learning how to quickly set up campaigns in WhatsApp Business.
WhatsApp Business is a The WhatsApp platform was created especially for small and medium-sized businesses.
WhatsApp advertising is becoming an increasingly popular option for marketers looking to directly engage their audiences. The platform gives companies the chance to communicate and chat with clients directly, developing a more intimate point of contact. Keep reading and learn the benefits of WhatsApp advertising and how to make successful WhatsApp marketing,
Table of Contents
What Are WhatsApp Ads?
WhatsApp ads, also known as “Click-to-WhatsApp ads,” are CTA (call-to-action) buttons integrated into Facebook or Instagram ads that direct users to a WhatsApp chat where leads can learn more about the product/service and chat directly with the business representative.
Contrary to popular belief, WhatsApp advertising does not involve being inundated with banner ads and links in your chat. Facebook made an attempt to do this in 2020, but the project was quickly abandoned.
Read More: Hulu Advertising
How to Create WhatsApp Ads?
The effectiveness of each marketing channel is based on a solid strategy. It makes it possible for you to prepare your course of action and alter it if necessary. The following advice will help you create a successful WhatsApp marketing strategy.
1. Define Your Goals and KPIs
Establishing your marketing objectives will help you launch your WhatsApp marketing strategy. This step will enable you to set boundaries for unnecessary things and direct your attention toward worthwhile endeavors.
Find weak points in your marketing funnel first, then revise it. Try to come up with business objectives you can accomplish with your WhatsApp marketing plan. Determine the KPIs that will enable you to determine whether you have achieved these objectives.
To help you understand this plan, let me give you an example: If your company is having trouble keeping customers, you can solve the problem by sending them promotional messages via WhatsApp. Your KPIs in this situation could be clicks, engagement, and customer retention rates.
2. Pin Down Your Target Audience
All of your marketing initiatives are based on knowing your target audience, and this is what determines their success. To figure out who your target market is, you can try a few different strategies. Customer profile creation is a traditional example. Observe our instructions for creating a buyer persona to learn more about it.
Utilizing the jobs-to-be-done (JTBD) framework is an additional method. If you decide to stick to this one, ask yourself these questions:
- Why do customers buy your product?
- What benefit do they hope to obtain from it?
- What goals do they have in mind?
Regardless of your strategy, stay away from assumptions and suppositions and focus on researching your audience. Start by interviewing 10–15 of your current customers who have recently made purchases using the JTBD framework.
You can use data from sources like Google Analytics, your CRM, Facebook and Google Ads, among others, to create customer profiles by conducting social media surveys and adding data from those sources. You can use these tools to identify the demographic and geographic traits of your typical customers.
3. Get the Business App
WhatsApp launched WhatsApp Business as a standalone application to cater to the needs of small and large businesses. This tool has some helpful extra features, such as:
- A business profile with essential information: your address, business description, email address, and website.
- Catalog – a virtual showcase of your products.
- Labels to organize your chats with customers. For instance, you could categorize conversations based on where they are in the sales funnel.
- Quick and automated replies to stay in touch with customers and provide answers immediately.
- Statistics to track sent, delivered, received, and read messages.
4. Create a Brand Persona
Instead of an impersonal business, people prefer to communicate with other people. You must therefore create your brand persona in order to engage in successful WhatsApp marketing. A brand persona is a collection of characteristics, outlooks, and values that your brand possesses.
Market leaders come to mind? Personas are shared by all of them. For instance, Apple seems imaginative and intelligent, Fanta is cheery and laid-back, and Nike is passionate and active. Try to investigate your brand’s personality and identify its most important characteristics. Your tone of voice and WhatsApp communications with prospects will be guided by this persona.
Make your customers feel as though they are speaking with a real person. Try signing documents with your name rather than the name of the company; it tends to work better.
5. Build a Contact List
You need a contact list if you want to use WhatsApp for more than just customer service. Utilizing subscription forms is the best way to obtain one and gather new contacts. Place them on various pages of your website and provide a lead magnet, such as a coupon or eBook.
Consider using multichannel forms; they let your subscribers select how they would like to receive updates, such as via email, WhatsApp, Facebook Messenger, and other channels. You can now interact with customers using the methods they prefer thanks to this move. Higher engagement and increased conversions are the results of such a strategy. Try the SendPulse form builder to quickly create multichannel forms.
To send the most pertinent campaigns and provide individualized experiences, keep in mind to segment your audience. Even though we wrote our guide on mailing list segmentation with email marketing in mind, you can still use the same strategies for WhatsApp marketing by following it.
6. Design Your Communication
Compared to other channels, WhatsApp messages have impressive open rates. Your marketing on this channel, however, will fail if you provide irrelevant or subpar content.
Determine your primary subjects and the points you want to make by doing this first. Try not to restrict yourself to just marketing messages; keep in mind to inform and amuse your audience. As people frequently check WhatsApp while on the go and don’t have time to read lengthy messages, keep your communications brief and to the point.
Multimedia files, like animations, pictures, or videos, can help you emphasize your points. In WhatsApp marketing, emoji are also appropriate. Choose smiling faces or people instead of objects with a business theme if you want to get away with it.
Consideration should also be given to message frequency. It’s likely that if you spam your readers with messages every hour they’ll grow tired of your brand. Sending 5–10 messages per week, as is customary, is the best course of action.
7. Deliver Great Customer Service
To communicate with brands, most customers use messaging apps. 59% of people believe they get responses faster via messengers, 50% find better advice and care in this communication channel. Here is where WhatsApp marketing can be useful.
Your company can respond to customer questions right away and offer them real-time support with WhatsApp. Considering that 28% of customers want assistance within an hour and 18% want a quick response, this feature becomes essential.
Maintaining such a pace may seem difficult, but WhatsApp enables you to offer customer support whenever needed. All you need to do is use a chatbot and feed it with common questions and their answers. The costs of customer support could be reduced by 30% using this strategy.
In conclusion, developing a WhatsApp marketing strategy entails establishing objectives, identifying your target market, producing excellent content, and cultivating strong bonds with your clients. These strategies have been flawlessly mastered by some brands. We’ll get into some examples and suggestions for your WhatsApp marketing in the following section.
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Why WhatsApp Ads is a Great Tool for Your Marketing Strategy?
Recent declines in organic reach make it more challenging to get users to interact with your brand.
Especially for small businesses, WhatsApp advertising offers many benefits. Here is why:
1. WhatsApp Ads Create a Cross-Promotional Potential for Businesses
Facebook’s click-to-WhatsApp feature combines WhatsApp businesses with the audiences of Facebook and Instagram.
This translates to more leads and more areas scouted. You can target a specific audience with Facebook’s ad manager and initiate conversations that otherwise would not occur.
2. Increases Conversion Rates
Depending on the Facebook Ad objective you select during the setup stage, a WhatsApp Advertising strategy can indeed boost conversion rates.
For small businesses without a significant social media presence, running Facebook ads can help forge stronger connections and dramatically increase conversion rates.
3. Creates a Cheap and Simple Way to Promote Products Or Services
By using the new WhatsApp Business features, you can display your goods and services on your catalog and include QR codes with them. Prospects can easily add items to their shopping cart after perusing your product catalog once they arrive at your WhatsApp page and are converted into leads. Even better, businesses can send shoppers relevant lists of items that have been grouped into categories.
What Are Your Goals for the WhatsApp Campaign?
You must first define some marketing objectives provided by the advertising manager before setting up your Click-to-WhatsApp campaigns. In accordance with the position of the client in the marketing funnel, these objectives are divided into three groups.
Awareness
A brand awareness or outreach objective can be selected here.
Brand awareness is helpful if you want more people to be aware of your brand and to keep it fresh in the minds of your users and clients.
The sole purpose of outreach goals is to expand the audience.
Consideration
WhatsApp provides a large selection of objectives for the consideration stage. You can manage your campaign in accordance with a goal related to traffic, engagement, app installation, video plays, lead generation, or messages.
The WhatsApp messages goal is the most straightforward choice because it just wants users to start a conversation with your company.
An app installation or engagement objective will benefit you more if you have a technology product like an app.
Conversion
This will indicate that the campaign is more concentrated on locating people who are more likely to complete a conversion. Conversions, sales catalogs, and store visits are your three options for accomplishing this.
Before setting up your WhatsApp campaign, a specific goal must be determined.
WhatsApp Marketing Ideas and Examples
Building relationships with the audience and providing value are the two main focuses of WhatsApp marketing. However, under these circumstances, there is room for some creativity. Let’s examine WhatsApp campaigns from a variety of companies to get some ideas for promoting your own brand.
Klook – Transactional Messages
Klook, an online travel agency, decided to use WhatsApp to boost customer retention and satisfaction. Because of this, the business centered its marketing plan on booking updates and notifications.
Klook sought out the most practical communication method with the interests of its customers in mind. WhatsApp was selected because it is widely used in the Asia-Pacific region, where the company has a sizable audience.
Visitors to the travel platform’s website and mobile application were encouraged to sign up for WhatsApp notifications, which included order updates and reminders. As a result, WhatsApp’s opt-in rate was 63% higher than the Klook app’s opt-in rate for push notifications. 40 percent more customers were retained.
Netflix – Personal Recommendations
The king of streaming, Netflix, has some experience with retaining customers for its platform. In its mobile app, the service provides tailored recommendations. The business chose to include WhatsApp in this policy in 2017.
In January 2017, Netflix launched this campaign in India, the country with the largest WhatsApp user base. The offer to communicate through WhatsApp messenger was visible to users who had both Netflix and WhatsApp installed on their smartphones. If a person clicked “I’m in,” they started to receive messages about their account and Movie and television recommendations. A half-year after Netflix gave UK users the same choice,
The key was to stay in touch with customers even after they had canceled their Netflix subscription. Renewing their subscriptions to the streaming service was prompted by notifications of new shows and reminders.
Agent Provocateur – Profound Counseling
Agent Provocateur, a high-end lingerie company, made the decision to extend its recommendations to customers. The business launched its Merry & Two campaign for Christmas a couple of years ago.
Couples were encouraged by Agent Provocateur to start a WhatsApp group chat with the brand assistant. The business representative provided personalized advice and facilitated the discussion of the prospects’ Christmas wish lists during the conversation.
31% of these conversations resulted in in-store visits and 61% converted into website traffic. Because of how well the campaign performed, Agent Provocateur decided to make Whatsapp counseling a regular service for VIP clients.
Saffola – Real-time Help
You are probably accustomed to the cravings for a cookie or a slice of pizza if you have ever tried a diet. Saffola, an Indian healthcare company, made the decision to focus its marketing efforts on reducing consumer demand for unhealthy food.
Saffola created a WhatsApp chatbot to assist people in overcoming their unhealthy eating patterns. When a user was craving some comfort food, they could message the bot. The chatbot responded by attempting to divert a user with pre-recorded positive reinforcements, puzzles, and even a rap song. The latter advertised Suffola’s brand-new active slimming beverage.
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Takeaway
In order to connect with your customers and establish a stronger social media presence, you should think about running social media advertising campaigns that target WhatsApp if your clients are already using the messaging service. Want to learn more on advertising? Read our post on how to write ad headlines.
