Using WhatsApp in marketing: a how-to

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WhatsApp. Over two billion people use it on a daily basis. It’s the lead messaging platform in every country around the world - with the exception of China. 

It’s no surprise then that WhatsApp has started to become a popular marketing channel. Meta introduced WhatsApp Business in 2017, and since then, more and more brands have begun to realise the platform’s potential for building ever closer relationships with their customers. 

If the user numbers aren’t a big enough draw already, the stat that really excites marketers is that the channel has an average open rate of 98%. When compared to email - which is 21% - it becomes a no-brainer. People who sign up to receive WhatsApp Business messages are most likely to be passionate about a brand - meaning it provides a place for marketers to engage with core influencers, champions and hardcore fans.  

Add to those stats, WhatsApp provides a platform for one-to-one communications, done so in a much more conversational nature - discourse feels more natural and flows better. 

But WhatsApp isn’t solely about words. Marketers can send rich and interactive messages that their customers can access without leaving the app. They can click on a quick-reply, browse through product catalogues, click play on a video, track their parcel location and a whole lot more. 

It is fairly early days for WhatsApp Business, and Meta has been cautious about ensuring that the rollout of the service is handled sympathetically. Consequently, there is still a degree of confusion as to what the platform can be used for. So to help get marketers started, here are five ways brands can harness the unique nature of the channel. 

Nurture subscribers

In many ways, the hardest element of using WhatsApp for brands is getting customers to sign up in the first place. This can be done via a number of ways, from communications through other channels to a ‘click here to subscribe button on a website. 

Once consumers have opted-in, marketers can begin the process of turning subscribers into customers by sending messages designed to encourage them to make their first purchase. These might start by being educational about the brand and later be more explicit in unveiling special deals and offers. 

What is essential is that the offers are channel-specific. Companies need to nurture that relationship by making the WhatsApp recipients feel that they are special and have an exclusive personalised line of communication with the brand. 

Marketers should also be aware of their customers’ preferences too. This direct line should never be abused, and apart from the product and tracking information which we highlight later in the article,  communication is best kept to a regular weekly or monthly update. 

Bring customers back into the sales funnel

One of the most annoying moments for sales teams is seeing that customers have visited a website and even placed an item in a basket, yet not actually proceeded with a purchase. 

WhatsApp can play a crucial role in re-igniting the customer’s interest in that aborted sale. Brands can send reminders or incentives to help get their customers over the line and purchase. When sent a few hours after the cart abandonment, these personalised messages can often be the catalyst that leads to the conclusion of the transaction 

Another important use for WhatsApp in the sales process is to reactivate dormant customers that have not made a purchase within a specific period of time with a thoughtful win-back message and an offer.  This can be highly effective in reminding customers to repeat purchases of the goods and services they buy on a regular basis. 

In recent years supply chain issues have meant that it is not uncommon for companies to run out of stock. WhatsApp is also a useful way of alerting customers that the product that they were seeking to buy is available again. 

Keep customers informed with shipping information

Today’s customers expect to be kept up to date as to the status of their orders. Brands can use WhatsApp to keep them in the loop by sending order confirmations alerting to a package’s delivery status and notifying them when the item is most likely to be delivered. 

By proactively keeping the customer informed, there is less chance of customers badgering support teams with incoming inquiries, thereby freeing up their time and resources. Messages should always include an option for customers to talk with a human if they need urgent help. 

Increase engagement and ROI after the purchase

Delivering post-purchase information is another very important use of WhatsApp for brands. It helps to cement the relationship between the company and the customer by showing the latter that the brand’s commitment to them does not end when the goods are delivered. 

Brands can use WhatsApp messages to educate customers on how to get the most out of their purchases by including links to tutorials or featuring step-by-step images in the message. 

Brands can also drive more revenue after a sale by recommending products that are complementary to the one that has just been purchased. Including discount codes, bundles, or free gifts in the message.  

Other ways of increasing engagement can be via special messages for a customer’s birthday or by encouraging them to leave reviews and feedback. 

Leverage customer experience teams to recommend products and increase sales

One last way a brand can use WhatsApp is by sending rich media messages from the support team to drive revenue. Users can click on a quick-reply button to claim a promotion, check out a product range, view product recommendations and more. 

To find out more about using WhatsApp for business, download the MessageBird guide here.