WhatsApp Business Marketing Campaign Strategies (Case Study)

WhatsApp Business Marketing Campaign Strategies (Case Study)

Learn about Whatsapp Business Marketing, marketing strategy and marketing campaign in this article that includes case study in 2019.

Now before i talk about marketing campaign strategies let look at what is WhatsApp business as a app.

What marketers need to know about WhatsApp Business App

WhatsApp recently launched WhatsApp Business App. Here is what marketers need to know about it.

WhatsApp Business an Android App

WhatsApp Business is an Android app designed for small businesses. Using the app, businesses can create and manage business profiles, which are like Facebook Pages for WhatsApp.

These contain basic information about the business, such as a description, email address, physical address, and website URL.

WhatsApp Business app also provides messaging tools that enable businesses to easily communicate with their customers. These tools include the ability to set up automated greeting and away messages, as well as to define quick replies for common requests.

WhatsApp Business App

Using WhatsApp Business App unlocks desktop functionality

Businesses that use WhatsApp Business App won’t need to use the Android app exclusively to send and receive messages. Instead, they’ll be able to use a WhatsApp Business web application, making it possible for them to manage their WhatsApp presence from the desktop.

It’s available in several countries to start but will be available globally soon.

WhatsApp Business can be downloaded through the Google Play Store in the U.S., U.K., Mexico, Italy and Indonesia. WhatsApp says that the app will roll out globally “in the coming weeks.”

WhatsApp Business App will provide analytics data

To help businesses better understand how their WhatsApp Business activities are working, WhatsApp will give them access to analytics data, such as the number of messages read.

WhatsApp Business accounts will be designated

Businesses that set up profiles by using WhatsApp Business will have their profiles labeled as business profiles so that WhatsApp users who interact with those profiles understand they’re interacting with a business.

WhatsApp is also verifying some business profiles by confirming that the phone number on the account matches the phone number of the business. Verified businesses feature a label indicating that they’ve been verified.

How To Create WhatsApp Business Channels (BroadCast)

Creating WhatsApp broadcast also known as channel is very simple.

Launch your WhatsApp business app, click on the three-dots after the search icon. Look at the image below 👇👇👇

WhatsApp business broadcast

After that a mini tap will show click on New broadcast

WhatsApp business broadcast

After clicking on “New broadcast”, it will take you to where all your contacts(s) are, so select the contact(s) you want to add to the channel or broadcast list and click on the green mark icon or button.

WhatsApp business broadcast

Then it will take you to a new messaging platform, where you can send message(s) to all the contact(s) on your broadcast list at once.

Its save time and stress of you going to individual contact to start sending them message(s) one by one.

WhatsApp business broadcast

Of the image shown above, where its circled with red, once you click there its take you to where all information about the channel or broadcast list are. Check the image below to proper understanding

WhatsApp business broadcast

if you notice the image above has three red label: 1, 2, 3. each one has its purpose.

Label 1: Once you click on it, you will be able to edit the broadcast name so as to differentiate it’s from other broadcast lists.

Label 2: Is use to add more contact(s) to the list

Label 3: Is use to delete the broadcast list

Businesses can’t communicate with all users

Businesses using WhatsApp Business won’t be able to contact WhatsApp users at their leisure. Instead, users must opt-in to receive communications from a business.

This means that businesses wanting to put the messaging platform to good use will need to develop marketing and engagement strategies that promote such opt-in.

Now let talk about WhatsApp Business Marketing Campaign Strategies a full case study

WhatsApp Business Marketing Campaign Strategies (Case Study)

These are set of rules to follow in other to be successful in your marketing campaign.

When talking about strategies, you need to understand what its means before going into its. Let check some ways to be successful in your first WhatsApp business marketing campaign.

Successful ways to use Whatsapp Business Marketing Campaign Strategies

Whatsapp mobile app created only 5 years ago, already has more than 2billion active users and its now most widely used social network in many markets, officially overtaking facebook messenger, facebook, twitter, pinterest and linkedin.

As a private chat messenger, WhatsApp allows users to share unlimited text, video, audio messages for free. “The cost free and the promise of an advertising free experience” make its a great platform.

For marketers, Whatsapp Business Marketing has been a tough opportunity to crack.

No ads, no media to buy or sell and users does not like spam messages means you need to work hard to generate consumer engagement. The critical thing about Whatsapp is that you cannot push messages to consumers you do not know.

You need to get invited by consumers to become their contact. With 70% engagement daily, every marketer needs to learn the successful ways to use Whatsapp Business Marketing Strategies to grow their user base and sales.

1. Create an Engaging Brand Profile

Whatsapp is a messaging platform where people talk to family members, connect with friends and sometimes flirt as well. Any brand that seeks to get invited into my Whatsapp phone list needs to feel like a friend.

So the first step is to create an engaging brand profile or character that represents your brand with the brand whatsapp number. People don’t like to chat with unknown company names.

This can be a real person for instance the brand “dtechi” has a whatsapp number managed by customer service managers who are available at all times to engage with customers.

Tip – Ensure your whatsapp number and profile is shown clearly in all media where your brand is present – TV, Print, Email, Web, Social, Search.

2. Create Offer with Great Value to build a phone database

Whatsapp will remain ads free in order to build a base of users, you need to offer them something of value in exchange for their phone number. This can be a promotion, a freebie, a free service or valuable information.

Example is “Delhi Police”, they create anti corruption whatsapp number and placed it on all their traditional print and outdoor messaging. What whatsapp users had to do was to send images or videos of policemen not doing their duty or taking bribes.

On the launch day 23,000 whatsapp messages came in, taking the police by surprise and lead to the booking of 6 policemen on charges. As a bonus the police got a database of thousands of citizens phones for free.

Tip – Design an attractive promotion to get users to share their number with you. Once you add them on whatsapp, send them the promo / offer which they can then redeem and begin their relationship with you.

3. Offer Relevant Content for Free

What do you do once you have started building a phone list ? Whatsapp has a 70% engagement rate, higher than facebook.

That means you need to offer users, great content on relevant topics to ensure that they are engaged with you.

4. Deliver Speedy Customer Service

Whatsapp has a 70% opening rate, which means you are almost guaranteed exposure of your message if your customer(s) is on whatsapp with you.

Example is, MTN Customer Care create a whatsapp customer service number where you can chat with them, post queries and they solve issues. In a test done with 22,000 customers, 99% of consumers found the service very useful and 98% said they would continue to use it.

Tip – Ensure there is adequate resources to handle customer queries. The worst thing you can do is to get a whatsapp but not respond for hours. Ensure a dedicated person(s) depending on the traffic and ensure his/her performance is measured.

5. Consumer Research

Whatsapp has so far not been used extensively for research but offers an easy to use, inexpensive and quick platform to run some quick research.

You can ask consumers about flavours they like, ask them to choose between options the brand is proposing to launch among other things. Also, WhatsApp is highly relevant for conducting some quick discussion internally within your company.

For instance Delhi Police with their database of numbers can now start asking people questions about the specific areas in Delhi which they find unsafe or a college campus can conduct a quick snap poll on what new courses need to be introduced.

ALSO READ How to Make Passive Income in Nigeria 2019 (Step by Step Guide)

Teachers in many colleges already share notes and quizzes on whatsapp and answer FAQs. The cost again – minimal. The time – minutes, instead of months. Whatsapp is unbeatable once you know how to leverage it well.

Tip – Just keep in mind, that spamming unknown people on Whatsapp is unacceptable, unwelcomed and not effective. Instead use the framework of a profile, a great value exchange, content and customer service to generate leads and sales using Whatsapp Business Marketing Campaign Strategies.

Why it’s important to define your WhatsApp Business Marketing Campaign Strategy

Just like any other marketing channels, WhatsApp Business is been used in various parts of the world, now as one of the latest mobile marketing strategy.

When you are planning to run any kind of WhatsApp Business marketing campaign.

You need to make sure that you have a plan for starting the communication, engaging with your contact list, and also have a follow up sequence in place because when you start running any kind of WhatsApp advertising & marketing campaigns.

The volume of responses are significantly higher and you need to keep the communication instant and quick. If you don’t give a quick and steady reply to the queries generated via WhatsApp.

You not only lose the trust with your prospects, customers and clients but also can lose a lot of revenue and profits because of not being able to reply on time.

Put these following things in place before you start running your marketing campaigns via WhatsApp Business:

1. Use The Right WhatsApp marketing Tools

There are plenty of WhatsApp Business Marketing Campaigns Software Companies which are providing various kinds of WhatsApp Marketing Solutions.

But, depending on the scale of your WhatsApp Business Marketing campaigns and how you want to utilize WhatsApp as part of the various marketing channels.

You need to decide yourself that whether you will need a permanent WhatsApp marketing tool or you will be fine with going for a WhatsApp marketing service provided by a 3rd party vendor.

A good WhatsApp Business marketing tool will allow you to not only run WhatsApp campaigns but also do other activities like filter your WhatsApp contacts, use Profile Picture and Status message as marketing spots, help keep log of incoming replies of your campaigns and also auto-reply with specific keywords that you define as a response in your campaigns.

2. Define Your Media Format

Using WhatsApp business for marketing you can send text, image, video, PDF files.

WhatsApp business allows up to 3,000 characters which is better than SMS.

This gives you the chance to use creative marketing copies, and run a strategic sequences of campaigns targeting the understanding of your audience.

You can run special promotions, one time offers, and also build relationships with your list before engaging them with any commercial offerings.

Whatsapp also allows the use of images (photos) in your WhatsApp business marketing campaigns.

You can have an invitation to an event, or if you are into tech business or mobile apps business, you can even promote your QR Codes and special sign up offers.

There are so many ways that you can use images (photos) to speak more then words will ever do. And get much better response with a call to action in your images.

WhatsApp business allow video messaging, intro videos or your product demo video or may be the latest advertorial on the TV channel about your product etc. that you published on your website or youtube channel? to engage with your prospects, can also be share WhatsApp.

You will be warnding that does WhatsApp not support document files like pdf, word document, excel etc.

WhatsApp now allows you to share document files like pdf, word document, excel etc with your contacts! You can send brochure, proposals, pamphlets, and even combine lots of product images and convert them into one single document files (PDF, WORD, POWERPOINT ETC.).

Many marketers are using WhatsApp to share their new product lines, product announcements, special offers by sharing their details in document files (PDF, WORD, POWERPOINT ETC.).

3. Make your campaign exclusive

Customers love to feel special and important.

Building new customers is vital but so is retaining them.

WhatsApp has the potential to create exclusivity for your current clients to reward them for their brand loyalty.

How does it do this?

Well, the application’s broadcast messages can only be sent to a maximum of 256 customers. So if you have more that 256 customers then create another broadcast has much as you can.

This narrows the pool of customers but enhances the quality of the campaign potentially through its focused group. Customers won’t feel that they are just part of an automated push message campaign.

The private messaging feature can be used to send company news and updates as well.

Be sure to include services that are not usually available through other social media networks in WhatsApp broadcasts such as providing earlier release dates on offers this will enhance the exclusive, private feel the application offers.

It was exclusively for WhatsApp customers and the privacy element allowed clients to feel safe and trusted to shop for underwear with the brand.

Allowing couples to participate with a personal assistant also added a human connection, which helped customer engagement, website traffic, and sales.

4. Expanding Your Contact List

It’s time to expand your list of WhatsApp contacts. And take it to bigger numbers bringing larger response and boosting even more income and revenue for your business.

You can use various lead generation tools such as Local Extractor, JustDial Extractor, IndiaMart Extractor, TradeIndia Extractor to find highly target list of mobile numbers from any business category and demography.

Once, you have your list of prospects, customers & clients mobile numbers. You can use WhatsApp as a marketing tool to filter WhatsApp active numbers. And launch your marketing campaigns to this list of cold prospects.

5. Build Your Email List For Long Term Relationship With Your Clients

After all kinds of various activities, it’s always best to send your client to opt-in for your email list by using any email list website, Or may be free video training where people subscribe to your email newsletters, and then you can run more relationship building email series to enhance your brand value.

Should Businesses Jump On The WhatsApp Business Marketing Campaigns Strategies Train?

WhatsApp is an incredibly attractive platform for businesses with more than 1.3bn users. WhatsApp users are also incredibly engaged, sending more than 55bn messages each day.

It’s time for you to get started with WhatsApp business marketing campaigns today, and let me know how you are executing your WhatsApp business marketing campaign strategies for your market.

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About the Author: Afolabi Achiever

I'm Achiever from Nigeria. By profession, I work as a WordPress, Blogger and SEO Expert. I do Link Pyramid, Social Signal, Social Bookmarking, Web 2.0 Properties, on-page and off-page SEO, LINKWHEEL, Deep Website SEO Analysis, Social Network Mix, etc which will boost your website ranking on Google. https://dtechi.com