WhatsApp Marketing isn’t a target for many because they don’t see it as a strong social media marketing tool.
There are currently more than 2 billion WhatsApp users around the globe and rising (WhatsApp, 2020). With 1.5 billion in 2018 and 1 billion in 2016, this number of WhatsApp users has been increasing at half a billion every two years.
But, unlike other social media marketing channels, WhatsApp marketing is not done on a large scale. It is restricted to catering to limited people as you can’t broadcast messages to strangers.
But the same platform can be used to market your offering to people who have you in their contact list and execute your relationship marketing strategies even on a large scale.
What is WhatsApp?
WhatsApp is a free mobile app that uses your phone’s internet connection to let you chat with other WhatsApp users, without SMS text message charges. The app also lets you share files and images, and supports free voice and video calls.
Its support for a wide range of phones has made it especially popular in areas with high SMS charges, including Brazil, Mexico, and Malaysia—where 60 percent of the population uses WhatsApp. In fact, it’s the most popular alternative to SMS in 109 countries, or 55.6 percent of the world.
While Facebook acquired WhatsApp for US$19 billion in February 2014, it’s been operating as a separate entity since then and hasn’t yet seen the same marketing-friendly features as Facebook Messenger.
Now let’s take a look at the numbers in summary, to complete the picture:
- The Whatsapp service is currently used in 109 countries.
- 70% of Whatsapp users use the app on a daily basis.
- Each day 100 million voice calls and 55 million video calls are made.
- 175 million people actively use the Whatsapp Status function.
- The application is available in 53 languages.
How to use WhatsApp
WhatsApp has versions for iPhone, Android predominantly. There’s also a web app and desktop versions for Mac or Windows PCs, but you need to have it installed on your mobile phone first since each WhatsApp account is tied directly to a single phone number.
Once you download and install the app, you need to confirm your country and enter your telephone number. To set up your profile, you can either import your Facebook information with a single click or manually add an image and add a profile name (which you can change later).
WhatsApp uses the phone numbers from your phone’s contact list to show you an up-to-date directory of WhatsApp users who you already know. Anyone who has your phone number in their phone’s address book will automatically see your listing, too, unless you change your privacy settings.
There are three basic ways to share messages, photos, and videos using WhatsApp.
Like other chat programs, you can chat directly with another user who is in your phone’s contact list. You can also call or video call them, or even record snippets of audio to text to them.
When you send a message to a broadcast list, it will go to anyone in the list who has your number saved in their phones’ address book. They’ll see the message as a normal message, similar to the BCC (blind carbon copy) function in email. If they reply, it will appear as a normal, one-to-one message in your chats screen, and their reply won’t be sent to anyone else in that broadcast list. Broadcast lists are limited to 256 contacts.
Group chats let you message with up to 256 people at once, sharing messages, photos, and videos. Everyone in the group chat can chime in and also see everyone else’s responses.
WhatsApp business app
WhatsApp recently launched the business version of their app, available for Android and iOS. The business app has all the features of the normal one, with a few additions:
Profile: On the WhatsApp business app, you’ll be able to set up a business profile for your brand. You can add details, such as an email address, physical address, and a small description about yourself.
Labels: You’ll can also add labels to the different active chats. For example, you can tag a particular chat “new customer”, or mark a chat as “order received”, to keep track of customer requests. You can even create your own labels, as needed.
Quick replies: Quick replies let you save and use messages that you frequently send, to save time. For example, you can save “/thanks” as “Thank you for choosing us! We’ve received your order and will be processing it in the next few minutes. We hope to work with you again!”
Away messages: You can also set up away messages on WhatsApp, and turn them on whenever you aren’t going to be available to respond. Just compose a message that will let your customers know when they can expect a response, and you’re done.
Greetings: Set up a greeting message to send to your customers when they chat with you. You can use these to introduce your customers to your brand, let them know what services you provide, and the times you’ll be available to chat.
Statistics: WhatsApp also provides a few statistics in its business application. Here, you’ll be able to see how many of your messages were sent, how many were delivered, and how many were actually opened and read by your audience.
Why should you use WhatsApp for business for WhatsApp Marketing?
The best reason to use the business App for WhatsApp Marketing is that many of your customers are probably already using it. More than 60 billion messages are sent through WhatsApp every single day. That is a crazy number – why not get in on that action too?
Actually, users of WhatsApp and similar services are willing to engage with businesses. According to Nielsen’s Facebook Messaging Survey, 67 percent of mobile messaging app users said they expect to use chat more for communicating with businesses over the next two years. What’s more, 53 percent of respondents say they’re more likely to shop with a business they can message directly.
Younger people have been found to be a lot more receptive and adjustable to messenger apps for their day-to-day communication. A study by Pew Research Center shows that 42 percent of smartphone owners between 18 and 29 years old use messaging apps like WhatsApp, compared with only 19 percent of smartphone owners who are 50 or older.
Plus, messaging apps like WhatsApp have incredible engagement rates: 98 percent of mobile messages are opened and read, with 90 percent of them getting opened within three seconds of being received.
Your WhatsApp marketing strategy to deal with awareness would be hugely successful judging by these numbers.
WhatsApp may already be a key way for your audience to share content via dark social—a term to describe when people share content through private channels such as email or chat apps like WhatsApp, as opposed to more public networks like Facebook.
In fact, a huge majority of sharing online—84 percent—now takes place on private channels like messaging apps, so even if you’re not using WhatsApp to market your business, your prospects are likely using it to extend your content’s reach already.
WhatsApp marketing strategies and tips
Since WhatsApp doesn’t sell ad space or have any business-specific features (yet) you have to be innovative in your marketing approach.
While WhatsApp is different in its reach and features than other messenger apps, it’s important to develop your WhatsApp strategy alongside your general messaging app marketing strategy.
There are a few limitations you need to address when developing your WhatsApp marketing strategy. First of all, there is no such thing as a business account, so if your brand is creating an account it faces the same limitations as any other user.
Since each WhatsApp account is tied directly to a single mobile phone number—and you can only message with up to 256 WhatsApp users at once—it isn’t a good choice for large-scale, one-to-many marketing. So your chances of success are higher when you use its limitations to your advantage.
Remember that, like other mobile messaging services, part of the power of WhatsApp is that it’s tied to our phones, which tend to seem more personal to us than our computers—they’re not shared and we carry them everywhere. So any marketing campaigns you tackle should reflect (and respect) the personal aspect. This is where consumers interact with their friends, so trust and creativity is key.
Not surprisingly, some of the best examples of effective WhatsApp marketing campaigns hail from regions with the highest penetration, including South America.
WhatsApp marketing tools
WhatsApp has launched a Business App they say was “built with the small business owner in mind.” The app is free to download, and currently only available for Android devices. It allows businesses to easily interact with customers by using tools to automate, sort, and quickly respond to messages.
For example, you can save and reuse messages you frequently send and use these “quick replies” to answer common questions more effectively. You can also set an away message when you’re unable to immediately answer so your customers know when to expect a response. A greeting message can also be set up that welcomes customers to your business.
Since WhatsApp doesn’t offer any business tools or an API yet, small-scale targeted campaigns like the examples above are the best strategy. To start engaging with people, you need to have them add your number to their phone’s contact list. WhatsApp does provide a way to add a click-to-chat link to your website, email signature, or social media pages that makes it easy for people to start a conversation with your brand.
Keep in mind that the expectation in messaging is for near-instant replies, so make sure you have the resources to manage the chats, or—like Agent Provocateur did—limit availability to specific windows of time.
There are third-party WhatsApp marketing tools and services offering to set up multiple WhatsApp accounts and groups for marketers, but using them can lead to you being blocked temporarily or banned entirely from the service. Plus, mass messaging in this type of environment can do a lot of damage to your brand.
While WhatsApp isn’t as feature-rich as Facebook Messenger for marketing, it is moving in that direction. Marketers who create campaigns that work with—not against—WhatsApp’s unique characteristics will have an advantage. The lack of advertising and corporate presence on WhatsApp means that early adopters can really stand out—if you do it right.
The numbers don’t like. And WhatsApp has them in plenty. every marketer should be looking towards incorporating WhatsApp marketing in their social media marketing strategy because many of their potential customers are using the service already.
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