A successful marketing strategy must consider each marketing channel used. It requires planning your steps and changing direction as needed.
Here are our tips for developing a WhatsApp marketing strategy for optimal results
Define your objectives and your KPIs (Key Performance Indicator)
As in any marketing strategy approach, to develop a successful WhatsApp marketing strategy, it is necessary to determine your objectives.
This step will allow you to focus on meaningful activities and eliminate unnecessary steps.
It is important to take an overview of your marketing tunnel and eliminate as many weak points as possible.
Develop your business goals with the WhatsApp platform and identify your KPIs that will help you track the results of your campaign in terms of achieving your goals.
Identify your actions whether it is sales, customer loyalty, they should properly identify and prioritize your actions.
Identify your target
Knowing your target is decisive in order to focus your efforts on the success of your strategy.
To help you in this process, you should create a typical customer profile (personna).
Ask yourself the right questions :
- Why would consumers buy my product
- What are the advantages of buying my product
- What are the expected results
- Etc …
Whatever approach you take, avoid guesswork and speculation, instead exploit your target audience.
If necessary, conduct a survey of a few potential customers who have recently made a purchase
Regarding the development of your customer profile, use social networks to conduct surveys. For demographics, consider using google analytics
The WhatsApp Business application
To meet the needs of businesses, WhatsApp has launched the standalone WhatsApp Business app.
WhatsApp Business has specific features:
- Create your “company” profile including essential information such as address, description of your activities, email, address of your website, …
- Create a product catalog, a virtual showcase of your products or services
- Create labels to organize your discussions, especially according to your sales funnel.
- Create quick and automated responses to stay connected with your customers and prospects
- Analyze your statistics To track your messages (delivered, received and read)
Your brand image
To succeed with your WhatsApp marketing strategy; humanize your communications by being as “impersonal” as little as possible.
Develop real personal communication with your interlocutors so that they believe they are unique.
Highlight the values of your company, its know-how, its added values, …
Adapt to the personality of your interlocutor.
Finally, prefer a personal signature on your messages rather than the name of a company.
Segment your target
If you want to use whatsApp as the main engine of your communication strategy, you will need contact lists that you will group together according to different useful criteria (prospect or customer, age, center of interest, last purchases, etc.)
Use the web forms on your website to collect useful information that will help you classify your prospect or client.
Then don’t forget to use these segments to send personalized messages and offers to each of your groups based on their ranking criteria.
Design your messages
WhatsApp has an impressive open rate compared to other marketing channels. However, if your message is not suited to your target audience, your message may have no effect.
Identify the different topics you want to discuss with your targeted contacts and develop the messages you want to convey.
Don’t limit yourself to simple promotional messages, entertain and educate your target audience by keeping messages short, to the point and to the point so you don’t waste time getting too long to read.
Embellish your media messages (emoji, images, videos, sounds, …) to get a more readable and digestible message.
Effectively adjust the frequency of your messages. Too many messages could be considered intrusive and spammy.
Improve your customer service
Many customers use WhatsApp to get brand support. 59% of consumers think they get a response faster using WhatsApp and 50% find better advice on this communication channel. This is where WhatsApp is an effective tool.
WhatsApp allows you to receive immediate questions and provide your customers with real-time answers. This functionality is critical and 28% of customers expect a response within an hour or less.
While keeping up with the pace of using WhatsApp seems difficult, it allows you to provide 24-hour customer support.
Use a chatbot to give your customers the answers they want to frequently asked questions. Using a chatbot will reduce your customer support costs by around 30%
