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WhatsApp Marketing: How to Build a Powerful Campaign Today


WhatsApp Marketing: How to Build a Powerful Campaign Today

The report Digital in 2019 – Spain by Hootsuite and We Are Social reveals that WhatsApp is the second most used social network by Spaniards, after YouTube. Which means that it is the chat app with the greatest penetration in the market, an important fact considering that 85% of Spaniards communicate by mobile messaging.list_altIndex of contents
What is WhatsApp Marketing?
8 advantages of executing WhatsApp Marketing strategies
8 keys to developing a powerful WhatsApp Marketing campaign
Real cases of successful WhatsApp marketing campaigns
What is WhatsApp Marketing?
WhatsApp marketing is a digital marketing strategy that is based on the use of the WhatsApp mobile application. This strategic use consists of exploiting to the maximum the characteristics that this platform offers in terms of instant messaging.In this sense, a marketing strategy on free mobile phone database involves actions that range from mere direct communication with users to sending valuable content.Thus, campaigns through this platform can be part of global inbound marketing, customer service and even inbound sales strategies.Although WhatsApp is not a tool designed for commercial contexts, the innovative approach of brands has allowed it to expand its use beyond the social and the familiar.In this way, companies have begun to sow their seeds in a very fertile territory, since a platform that offers so many advantages cannot be left out of a digital marketing strategy, right?



WhatsApp in the world: the numbers speak for themselves
In 2014, the WhatsApp company was bought by Facebook for $ 19 billion. The reason? The giant of the blue social network saw in the mobile app all the potential it could develop in the market.Since then, WhatsApp has had a constant, accelerated and unstoppable growth. Some data that prove it are:In 2016:
More than 1,000 calls were made per second (100 million per day).
The number of Betting Email List users was 1,000 million .
In 2017:The number of daily users was 1,000 million .
55,000 million messages, 4.5 billion photos and one billion videos were sent daily.
The “WhatsApp status” was used by 175 million people every day .
In 2018:
The sum of 2 billion minutes a day was recorded in calls .
The number of monthly users was 1.5 billion .
These high success rates are not accidental. Behind them is all the financial, technological and communicational background of one of the most powerful corporations in the world (Facebook) , which makes this application a digital marketing channel with unprecedented potential. And we are here so you can get all its juice. You add up?Do you like what you are reading? Subscribe to the blog!
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WhatsApp Business: what is it and why is it causing a furor in marketing?
WhatsApp Business is the “commercial brother” of WhatsApp, an application that was originally conceived for the deployment of WhatsApp marketing campaigns. This means that it has multiple functions that are helping companies communicate bettr with their customers and sell much more.Some of its characteristics that cause the most furor on a commercial level are:Company profile: it is the option to add important data about the organization, such as location on Google Maps, hours of operation, description, email and a web link.
Diffusion lists: they work in a similar way to email lists, but instead of emails, contact lists are created to which you can send messages en masse.
Automatic replies: You can configure automatic welcome, absent or other messages. These are sent every time a user writes via chat.
Statistics dashboard: although it is basic and limited (for now), there is a panel with statistics on messages delivered, sent, read and received.
Business API: the WhatsApp API is a very powerful and versatile resource, since it allows, among others, the creation of a personalized chatbot to automate interactions.
While it is true that WhatsApp Business is designed especially for customer relations, it is also true that the standard version of WhatsApp is still extremely useful for marketing. Even the latter has greater market penetration than the business version. Did you know?

Do you have difficulties to reach your final consumer? Access the free guide and learn how to get it

8 advantages of executing WhatsApp Marketing strategies
WhatsApp is a communication channel completely different from all the others. It is direct, practical and fast like no other. These features give you a series of exclusive advantages for your WhatsApp marketing campaigns. Eight of the most important advantages are:There are no algorithms that harm you.
You get greater visibility than in any other channel.
You can check the success of your shipments.
You have a wide variety of content formats.
There is little competition in the market.
You optimize the use with the WhatsApp Web version.
You improve experiences through person to person.
You distribute any type of strategic content.
Discover more advantages of this type of strategy with our Inbound Marketing Results report .1. There are no algorithms that harm you
Neither in standard WhatsApp nor in Business there are content positioning algorithms, so your organic reach is 100% guaranteed. This means that there is no system that classifies your content as relevant or irrelevant or that distributes its reach based on it.This is a big difference between marketing on WhatsApp and SEO or social media marketing. In the latter, their algorithms sometimes become a difficult enemy to overcome.Google, for example, makes changes to its algorithm every day . The same happens with Facebook, Instagram and Twitter. And that’s a great advantage over them, don’t you think?2. You get greater visibility than in any other channel
Smartphone users consult WhatsApp notifications more than any other application. This is because, beyond being a social network, WhatsApp is a telephony application. It has become the basic and essential tool for messaging communications nd even for calls or video calls.Thus, the messages sent through this application have a much greater chance of being read than through other channels, such as emails or social networks. Even better is that the CTR rates on sent links are also higher compared to other channels.New Call-to-action3. You can check the success of your shipments
One of the challenges in developing an advertising campaign is overcoming the uncertainty about whether or not audiences are receiving the advertising messages.In the case of WhatsApp marketing, this uncertainty is reduced almost 100% thanks to the popular blue double check, which indicates which recipients read the messages and at what time, data of great importance to verify the effectiveness of the shipments.4. You have a wide variety of content formats
More and more content formats can be sent and received through the application. Today, WhatsApp allows formats such as videos, images, audios, GIFs, stickers, emoticons and, of course, texts.In addition, and that is very important for business , you can send PDF files, documents, spreadsheets or presentations, among others.These formats allow you to communicate a creative, clear and direct message, consistent with your WhatsApp Marketing strategy.And now the question is: what formats will come in the future?5. There is little competition in the marketThe level of competition in terms of WhatsApp strategies can be analyzed from two perspectives:On the one hand, the WhatsApp application is a world leader. Reach more users than any other messaging app. This means that if you are on WhatsApp, you are with the champions.On the other hand, few companies are developing marketing campaigns on WhatsApp. This means that you can take the initiative in your sector and take advantage of your laggard competitors.6. You optimize the use with the WhatsApp Web versionWhatsApp Web is the version of the application that you can use on your computer through a web browser (Mozilla, Chrome, Internet Explorer, Opera, among others). In doing so, the comfort of use is multiplied by being able to count on the functionalities of your hardware: microphone, webcam and keyboard.This allows you to work more comfortably in the interaction with your contacts and stop depending on the limitations of your smartphone.7. You improve experiences through person to person
53% of people feel more confident to do business with a company if they can contact their staff directly by messaging ( Nielsen and Facebook ). In this sense, interacting with your customers through WhatsApp generates high levels of satisfaction and trust.The reason for this is that the communications through this application are 1: 1, that is, from person to person in a direct, humanized and confident way.

8. You distribute any type of strategic content
WhatsApp is not only about sending messages, but about the ability to exploit the tool as a service, interaction and promotion channel. Thus, through the application you can, among other things …

Inform about offers and promotions.
Conduct sweepstakes and contests.
Notify about news and updates.
Provide customer service.
Confirm orders, shipments or reservations.
Encourage the visit to your website or social networks.
Send content of interesting value to users.
Click here to download the guide “How to launch an Inbound Marketing campaign”
8 keys to developing a powerful WhatsApp Marketing campaign
A very wise claim from HubSpot is that “the biggest threat to your business is not competition, but a poor customer experience.” This premise applies to all types of commercial strategies, even for those of digital marketing by WhatsApp.

Therefore, you must take into account a series of keys when carrying out a WhatsApp marketing campaign that is satisfactory for your customers and profitable for your business.

The 8 keys to achieve this are:

Clearly define the goals of using WhatsApp.
Promote the registration of your phone number.
Take advantage of the statistics of other channels.
Keep your messages clear and fresh.
Design attractive and fast-consuming audiovisual content.
Use the “status” for non-invasive information.
Create and manage a group that adds value.
Respond immediately and set schedules.
You can learn more about this with the guide How to launch an inbound marketing campaign . Do not miss it!

1. Clearly define the objectives of your marketing on WhatsApp
As in any high-impact marketing plan, having clear objectives is absolutely necessary. This provides consistency and organization, avoids mistakes, and encourages good quality.

Before you start using WhatsApp as a marketing channel for your business, you should ask yourself (and answer) topics such as:

Why am I going to use it? (The benefits you hope to achieve).
How am I going to use it? (Choose the function you need: customer service, sales processes, sending promotions, collecting opinions, etc.).
When am I going to use it? (Weekends only, weekdays only, 24/7, seasonally, etc.).
Who am I going to address? (Define your specific buyer persona for WhatsApp).
2. Promote the registration of your phone number
Because WhatsApp relies on person-to-person interaction, trust is essential. People do not want to receive messages from strangers, as this application is still a social network in which users prefer to admit only their circle of interest.

For this reason, you must design tactics to encourage your clients or potential clients to register your number on their respective smartphones. This way you become a contact with them and enter their circles of trust to more effectively deploy your WhatsApp Marketing strategy.

From InboundCycle we give you some tactics that you can put into practice:

Generate traffic from your social networks and website to your WhatsApp. Let your audience know that, through this channel, you can serve them in a more direct and personalized way.
Create offers, contests, promotions or giveaways in which people must contact you on WhatsApp.
Establish more flexible hours of attention for WhatsApp compared to your other channels. If you attend only from 8 a.m. to 4 p.m. on Facebook, it can be from 8 a.m. to 8 p.m. on WhatsApp.
3. Lean on statistics from other channels
WhatsApp Business offers a statistics panel that, for most cases, is not as functional as we would like. Therefore, you must use your email marketing and social media marketing analytics to be able to determine aspects such as:

What days and hours users are usually more receptive to emails and publications.
What are the types of content that people like to receive the most.
What are the content formats that attract the most attention from users.
Learn with this guide to successfully measure your email marketing campaigns .

With data like this you can better design your content strategy for inbound marketing through WhatsApp.

4. Keep your messages clear and fresh
Although you can rely on your email marketing analytics, you must bear in mind that WhatsApp is not an email platform. Here, the messages you send should be:

Short: remember that this is a chat, people want to be able to read each message at a single glance.
Direct: say what you have to say, avoid generating uncertainty or confusion.
Clear: do not ramble in the ideas, make your message is understood very well in the first reading.
Relevant: focus on the interest of your audiences, not your personal or business interest.
Compact: send all the content in the same message, not in several messages, because these are annoying:
5. Design attractive and fast-consuming audiovisual content
WhatsApp users are usually very good audiovisual consumers, since text is not among their favorite options. You can achieve high levels of engagement if you send content in formats such as:

Compact infographics
Short videos
Explanatory images
Good quality audios
If your content is interesting, then these formats make it easy for your audience to share and go viral. This allows you to achieve an unprecedented organic reach.

On the other hand, when using texts you can enrich its design using different formats: italics, bold, strikethrough and monospaced .

You can also create your own custom GIFs , use emoticons to convey emotions, and share links to encourage interactivity and drive traffic.

The secret of the content in WhatsApp marketing is to adapt to your audience, their style and personality.

6. Use the “status” for non-invasive information
In some opportunities and contexts direct messages can be invasive. If users haven’t started a conversation with you, then they aren’t expecting or wanting you to start it either.

So let them make the decision to consume your content themselves. The ideal method for this is to use “WhatsApp statuses” (the equivalent of Instagram stories).

Through them you can publish any type of information, audiovisual and interactive, available only for 24 hours.

7. Create and manage a group that adds value
WhatsApp groups can include up to 256 members. If you have your contact list well organized and segmented, this option is tremendously useful for your marketing strategy on WhatsApp.

As long as your contacts agree, you can add them to different groups according to their topics of interest. In each group you have to share valuable information both for your audience and for your company. This implies fostering and generating collective conversations around new product launches, invitations to events, technical support or raffles, among others.

8. Respond immediately and establish schedules
Unlike other channels, WhatsApp users expect to receive immediate responses to their messages. They know that you always have your smartphone at your fingertips, especially if they see the typical “online” notification. If you don’t respond to them in time, they will feel like you’re ignoring them.

However, this situation is very common in communications between companies and audiences, which generates high levels of dissatisfaction. This represents an opportunity for you to provide differentiating experiences, increase the reputation of your brand and generate empathy in your audiences.

Do not see the fact of responding quickly as an obligation, take it as an opportunity to retain your customers through WhatsApp marketing in real time.

On the other hand, a very viable technique to better manage your time is to establish “business hours”. In the description of your profile you can put the hours in which you are available (to attend quickly).

Real cases of successful WhatsApp marketing campaigns
‘Hybridize yourself’, by Toyota
Even before Facebook’s purchase of WhatsApp, Toyota had already started mass marketing WhatsApp strategies. In 2012 it launched the “Hybridize yourself” campaign, which consisted of raffling an iPhone 5 among users who placed the word “ hybridized” in their status.

The result? A traffic of more than 33,000 visitors and about 6,500 registered users in the contest only during the first month.

Toyota’s “LigateUnAYGO”
WhatsApp Marketing LigateUnAygoSource: Motor.es

Toyota’s WhatsApp marketing strategy repeats itself. In 2015 and, instead of raffling a smartphone, the prize is a Toyota Aygo model vehicle.

To participate, people had to use the messaging app to “flirt” with a company representative. In the seduction attempt, everything was valid, from the use of creative texts to the sending of images, audios or videos.

The result? Figures over 17,000 participants and 89,000 conversations generated. Plus extensive media coverage.

WhatsApp Marketing in SMEs: “Casa Ana” and Taxis in Almería
Casa Ana: Casa Ana is a grocery store that doubled its sales thanks to a campaign on WhatsApp. This consisted of giving students in the area the option to place orders through the app before recess time. Thus, upon leaving, they could pick them up without delay.
Taxis in Almería: the taxi lines in Almería implemented the option to receive requests for units through WhatsApp. One of the keys to the success of this strategy was the geopositioning functionality offered by the mobile app. This served so that the taxi drivers could know exactly where the customers were.
WhatsApp Marketing taxis in Almeria

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