With over 2 billion monthly active users, every marketer wants to try their luck with a WhatsApp marketing campaign. But sending irrelevant and spam-like messages can do your brand more harm than good.
WhatsApp is the common man’s communication channel. To put things into perspective, there are over 5.18 billion internet users in the world.
Anyone with an internet connection can download the app and get started. Capitalizing on this global market base makes business sense.
In this guide, we will cover WhatsApp campaigns in depth and help you understand how you can add brand value to your WhatsApp marketing.
To improve the brand’s customer engagement and retention efforts using cost-effective technology–in this case, WhatsApp.
Developing an entertaining and interactive virtual cooking course on WhatsApp featuring a digital assistant, Kim.
The Results:
With the WhatsApp-powered digital assistant, Maggi offered more personalized communication and a unique educational experience to customers, resulting in one of the most successful WhatsApp marketing campaigns:
Food for thought: WhatsApp-powered chatbots can open new opportunities for brands to connect with customers in real time. |
To improve Vodafone’s customer experience.
The brand developed an AI-powered WhatsApp chatbot that allowed customers to get instant and relevant responses. Customers could save their chat history, share images and documents related to their queries, and start a chat anywhere and at any time.
To increase the adoption rate of the platform with WhatsApp as the engagement channel.
Airtel Xstream wanted to inform customers about the plethora of world-class content available. So, they decided to go with WhatsApp, a platform that customers already use actively. The idea was to keep customers in the loop about new programs and shows. Plus, every time a customer did a recharge, they would receive promotional messages about potential Airtel Xstream opportunities they could enjoy.
Using WhatsApp as an immersive engagement tool via MoEngage also allowed the brand to integrate a CTA that landed customers on the brand’s platform. WhatsApp doubled up as an excellent lead-generation channel.
Read more about how they achieved results with WhatsApp marketing here.
To improve the conversion rate for business-to-business customers.
The popular snacking brand leveraged the WhatsApp Business app to do the unthinkable–convert repeating customer questions into repeat business.
It used WhatsApp to:
To re-engage existing customers with automated push notifications.
Indonesia-based Bank Mandri wanted to drive conversions for installment payment schedules. They also wanted to enable the process of verifying credit card applications on WhatsApp.
The brand used WhatsApp to:
Food for thought: Using WhatsApp for conversational commerce can empower brands to deliver a frictionless and convenience-based experience. WhatsApp is an innovative tool that goes beyond sending creative text messages. It can help customers shop easily with one click. It can enable brands to connect with customers on demand. It reduces churn and boosts customer satisfaction while saving the business money. No matter which way you slice the cake, it’s a win-win for all. |
Further reading: Learn how your business can drive WhatsApp marketing campaigns in 2023 with these ready-to-use campaign ideas.
Both SMS and WhatsApp forms of marketing seem similar at the outset. But they differ in the way and how you should use them.
Pro tip: The choice between SMS and WhatsApp will depend on various factors such as message content, target audience, and desired level of interactivity. Consider the specific use case and intended outcome to determine which platform is most suitable for your communication needs. |
Similar to creating a Facebook or Instagram profile, you’ll need to first create a WhatsApp Business profile. There’s no coding involved. Here’s a step-by-step lowdown:
To narrow in on a target audience, ask yourself the following questions:
Based on all these inputs, you can research further, define your target audience, and build an accurate brand persona.
If you want to set up your WhatsApp business API quickly and correctly, partner with a solutions provider.
You won’t have to worry about data compliance or coding. You won’t need to spend extra time, money, or resources in setting up your profile. Plus, you can easily integrate all of your CRM data in a centralized place.
When selecting a reliable partner:
Pro tip: Your partner may require a few things right off the bat, such as a Facebook Business Manager ID, a mobile number that does not have an active WhatsApp account, and a clear and relevant display name that communicates what your brand does. Keep these handy. |
Define your approach to customer service on WhatsApp. Will you need an automated chatbot, live agent, or both?
Determine how you will handle customer inquiries without letting go of the human touch.
If you are setting up a customer service team:
The WhatsApp Business app offers two types of communication: business-initiated and user-initiated. To be able to interact with your brand, your customers need to opt in and agree to receive messages on their private contact numbers.
To create a contact list, use a mix of these strategies:
Take a look at the WhatsApp guidelines before you get started. Note that WhatsApp will need to approve your template messages. Sticking to the guidelines will accelerate the approval process.
Pro tip: For a WhatsApp post, the optimal image size is 800×800 px, and for a profile image, the ideal size is 500×500 px. |
When considering WhatsApp campaigns, you need to weigh the benefits and potential drawbacks. This will help ensure that your messaging aligns with your target audience’s preferences (and expectations):
Pros of WhatsApp Campaigns |
Cons of WhatsApp Campaigns |
1. Allows for 1:1, instant, and 24×7 communication with customers | 1. Inability to make calls using the WhatsApp API |
2. Higher engagement and response rates compared to other channels | 2. Account verification may be troubling or time-taking |
3. Ability to send rich media content like images, videos, and documents | 3. Potential for message overload if not carefully managed |
4. Delivers personalized and targeted messaging based on customer preferences, leading to higher revenues and engagement | 4. It may be seen as intrusive if messages are not relevant or desired |
5. Allows for two-way communication in order to extend real-time customer support | 5. Dependence on internet connectivity may hinder message delivery in areas with poor reception |
6. Cost-effective option compared to traditional SMS campaigns | 6. Brands must respond immediately (or within 24 hours at the maximum) |
7. Provides an opportunity to create customer communities and foster brand loyalty | 7. Strict regulations and privacy concerns need to be addressed for compliance |
8. Offers increased visibility and awareness through WhatsApp’s large user base | 8. Customers may mute or ignore promotional messages, reducing the effectiveness |
9. Allows for seamless integration with other digital marketing channels for a cohesive strategy | 9. Limited ability to automate and schedule messages, requiring manual management |
10. Access to real-time feedback and insights from customers for better campaign optimization | 10. Possibility of message forwarding and misuse, leading to potential spamming |
Customers today are too time-pressed and overwhelmed, owing to the barrage of messages they receive on their email or any other channel for that matter. If you want to make your interactions quick, effective, and seamless, WhatsApp campaigns are a great start.
WhatsApp marketing allows you to connect with customers in the moment. Customers don’t need to go the extra mile to get the personalized support they need. Plus, brands can leverage this form of marketing to optimize all stages of the sales funnel—a win-win for all.
Are you ready to supercharge your sales and customer support operations with an easy-to-execute WhatsApp marketing app?
A WhatsApp campaign is a marketing initiative that leverages the messaging app WhatsApp to reach and engage with a target audience.
It involves using WhatsApp’s features to send targeted messages, media content, and promotional offers to customers.
To set up a WhatsApp campaign:
WhatsApp’s marketing strategy primarily focuses on providing a secure and convenient messaging platform rather than traditional advertising. The app relies on word-of-mouth and user recommendations to gain popularity and attract new customers.
WhatsApp emphasizes privacy and end-to-end encryption, highlighting these features as key differentiators from other messaging apps.
The four marketing strategies include:
Diversification: Introducing new products or services in new markets to expand the business.
To market to WhatsApp customers:
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