WhatsApp Marketing

339 Comments / Social Media Advertising, Marketing / By Sharif Dollar

What is WhatsApp Marketing?

Broadly speaking, the term “WhatsApp marketing” refers to any marketing or promotional activities that take place on WhatsApp. Typically, marketers use WhatsApp Business and WhatsApp Business API — two interfaces separate from Whatsapp that allow you to manage conversations with your audience.

While you could technically send marketing campaigns using your personal WhatsApp number, it’s not recommended. You’ll likely run into issues with sending to large numbers of contacts and won’t have features essential to WhatsApp advertising like welcome messages and metrics.

Why Most Consumers in The U.K. Prefer WhatsApp to SMS

It is free, while SMS is not. Mobile service providers in the U.K. charge a flat rate of 0.07 to 0.11 Pounds when sending SMS. This makes it more expensive to use SMS than WhatsApp.
International messaging is expensive in the U.K. Those traveling to the U.K. find it economical to download and use WhatsApp for messaging in the country because it is affordable when messaging internationally.
It works on end-to-end encryption. It means that WhatsApp is secure even when sending messages through a public network or free Wi-Fi. Customer privacy is a guarantee when messaging through WhatsApp.
WhatsApp allows for more than 160 characters which is the usual threshold for standard SMS. It also enables customers to send other content like video and voice messages.
WhatsApp enables group messaging and comes with business-grade features. It offers a threaded view of all bulk messages that you send to a group of recipients.

Who is Using WhatsApp?

Now we got that out of the way, let’s have a look at who is using WhatsApp.

WhatsApp is the most popular chat app in many countries, including Brazil, Germany, Italy, and especially in India, Singapore, and Spain, where the penetration of users exceeds 90%.

One of the reasons for this is that sending text messages in almost all countries except the US has always been costly and not part of carrier bundles. The moment WhatsApp arrived, and you only needed data to send messages, it became an instant success.

The US is catching up, and while teens in Germany and the UK are fans of WhatsApp, if you look at the US, the majority of users are adults between the age of 25-44:

Find more statistics at Statista

Benefits of WhatsApp Marketing:

WhatsApp marketing has gained significant traction over the years, and businesses across the globe have recognized its potential. Some of the benefits of WhatsApp marketing include:

Direct Communication: WhatsApp facilitates one-on-one communication between the business and its customers. Direct chats allow for personalized interaction, which can result in better customer satisfaction.
High Engagement Rates: Due to the personal nature of WhatsApp as a messaging platform, messages often have higher open and read rates compared to traditional emails.
Rich Media Support: Marketers can send images, videos, documents, and voice notes, allowing for a more engaging and interactive way to showcase products or services.
Global Reach: With billions of users worldwide, WhatsApp offers an extensive potential audience.
Group Chats and Broadcasting: While individual chats allow for personalized messaging, group chats can be useful for community building. Broadcasting allows businesses to send a message to multiple contacts at once, provided they’ve opted in.
Instant Feedback: Customers can instantly reply to messages, providing quick feedback on products, services, or any queries.
Cost-Effective: WhatsApp marketing usually requires a lower budget compared to other marketing platforms such as Google Ads or Facebook Advertising.
End-to-End Encryption: WhatsApp’s end-to-end encryption ensures that the messages are secured, maintaining users’ trust.
Status Feature: Businesses can use the status feature to share limited-time offers, news, or updates, much like stories on Instagram or Facebook.
Easy Integration: There are numerous third-party tools and platforms that allow for easy integration of WhatsApp for business purposes, making campaign management and customer service seamless.
Increased Trust: For many users, WhatsApp is a platform for personal conversations with friends and family. When businesses interact with customers on such a platform, it can foster trust and make the conversation feel more personal and less transactional.
Feedback and Surveys: Businesses can conduct quick polls or surveys through WhatsApp, taking advantage of its direct nature to gain insights.
Automated Responses: Using WhatsApp Business API, companies can set automated responses to frequently asked questions, helping streamline customer inquiries.

WhatsApp Marketing Campaign Best Practices:

WhatsApp marketing is quite different from other forms of digital marketing. Given the platform’s personal nature, marketers should approach WhatsApp campaigns with respect, authenticity, and user consent at the forefront. Here are some best practices to keep in mind:

Get Permission: Unlike other platforms, you can’t randomly send marketing messages to WhatsApp users. You must always get consent before you start communicating with potential customers.
Use Business API or WhatsApp Business: It’s essential to use the official WhatsApp Business App or API, especially if you’re dealing with a large audience. This ensures you’re compliant with the platform’s terms of service.
Keep it Personal: Remember that WhatsApp is a personal messaging app. So, your messaging should be more tailored and personal than it would be on other platforms.
Limit Frequency: You don’t want to overwhelm your audience. It’s better to send fewer, more impactful messages than to bombard users daily.
Use Broadcast Lists: Unlike groups, broadcast lists allow you to send messages to many people simultaneously without them knowing who else you’re messaging. This keeps it personal and private.
Include Clear CTAs: Your messages should have a clear purpose. Whether you want users to check out a new product, read a blog post, or attend an event, make sure it’s evident what action they should take.
Optimize Profile: With WhatsApp Business, you can create a business profile with essential information like address, business description, email address, and website.
Use Status Updates: Just like stories on Instagram or Facebook, you can use WhatsApp’s status feature to share limited-time offers, updates, or news.
Provide Value: This can be in the form of exclusive deals for WhatsApp subscribers, useful content, or personalized customer support.
Interactive Content: Use polls, questions, and other interactive content types to engage with your audience.
Be Responsive: If users message you, ensure you respond promptly. The quick response will improve user trust and satisfaction.
Use Labels and Quick Replies: The WhatsApp Business app lets you label chats and set up quick replies. This can help you organize chats and respond more efficiently.
Maintain Privacy: Always respect user data and privacy. Avoid sharing sensitive information and ensure you’re compliant with GDPR or other relevant data protection regulations.
Feedback Loop: Regularly solicit feedback from your subscribers. It will help you refine your strategy and ensure you’re providing value.
Stay Updated: WhatsApp regularly rolls out new features and updates. Staying updated ensures you utilize the platform to its fullest potential.
Measure and Refine: Just like any marketing campaign, it’s crucial to track your results, measure KPIs, and continuously refine your strategy based on what’s working.
Stay Compliant: WhatsApp has strict policies about promotional messaging, and violations can result in bans. Always familiarize yourself with and adhere to the platform’s terms of service.

Why Use The WhatsApp for Business App Instead of The Normal WhatsApp App

Using the WhatsApp Business app instead of the normal WhatsApp app offers several advantages tailored to the needs of businesses and customer interactions. Here are some reasons why you might consider using the WhatsApp Business app:

Professional Profile: The WhatsApp Business app allows you to create a professional business profile with your business name, logo, contact information, and a short description. This helps customers easily identify your business and provides a more professional appearance.
Automated Responses: The app provides features for setting up automated responses, such as greeting messages when customers contact you for the first time or away messages when you’re not available. This ensures prompt communication and customer engagement even when you’re not actively online.
Quick Replies: WhatsApp Business lets you save and reuse frequently used messages as quick replies. This speeds up customer service responses and ensures consistency in your communication.
Labels and Organization: You can categorize and label your contacts based on different criteria, making it easier to manage and track interactions with different customer segments. This feature is particularly useful when dealing with a large number of customer inquiries.
Catalog: The catalog feature in WhatsApp Business allows you to showcase your products or services with images, descriptions, and prices. This makes it convenient for customers to browse your offerings within the app.
Messaging Statistics: You get access to insights and metrics related to your messaging efforts, such as the number of messages sent, delivered, and read. This data can help you evaluate the effectiveness of your communication strategies.
Verified Business Badge: WhatsApp provides a verified business badge next to your business name, indicating to customers that they are communicating with a legitimate business. This can enhance trust and credibility.
Broadcast Lists: While the normal WhatsApp app has limits on the number of recipients in a broadcast list, the WhatsApp Business app allows you to send messages to larger groups of customers, making it more suitable for business communications.
Business Hours: You can set business hours to inform customers about your availability, managing their expectations and reducing frustration if messages go unanswered during off-hours.
Integration: The WhatsApp Business app can be integrated with other business tools and services, allowing you to streamline customer interactions and manage communications more effectively.