Since Whatsapp entered our lives, it has broken the mold of mobile messaging applications in the market, creating a new model of communication. Despite the fact that multiple similar applications were subsequently launched, Whatsapp is still .
For a long time, WhatsApp was a completely personal messaging application. But thanks to its high volume of users, companies were looking to take advantage of the marketing potential of this channel. ANDn 2018, the messaging platform opens up to the business world with the launch of its limited access platform. A B2C messaging channel whose business idea is the delivery of relevant messages in real time. Explosive marketing campaigns and promotional or bulk messages are strictly prohibited through this channel.
On another occasion we talked about but in today’s article we will teach you how to do PRO marketing this way.
How the WhatsApp API Business can improve your marketing strategy
Although this channel is still in its infancy, its potential can already be appreciated. For now, it’s focused on delivering user-initiated support messages and business-initiated transactional messages without promotional content. Marketers, who already use the WhatsApp Business API, do so with the goal of building more personalized relationships with customers in a less crowded channel.
It is important that you are clear that, through WhatsApp Business you can send messages to people who have agreed to receive messages from your business accountgiving their consent or providing their phone number, or have previously sent a message to your business account.
Since WhatsApp is less crowded than traditional marketing channels and strictly enforces its no-promotion policy, you can get more significant engagement than email marketing. Unlike , bulk promotional messaging is not allowed in the WhatsApp Business API. However, businesses can: send surveys and polls, ask customers direct questions, or respond to customer inquiries.
Ultimately, it will allow you to ask them questions, collect valuable feedback, and provide value through deeper connections. Also, WhatsApp users tend to be more responsive, since they don’t have to deal with generic and targeted ads. This translates into better metrics.
Tips for doing PRO marketing via Whatsapp Business
Messages via Whatsapp Business add more value as they are completely personalized. Users of this app are more engaged, more likely to see and respond to your messages, and therefore more likely to convert. Next, we will give you a series of tips to take advantage of this tool.
Use custom and predefined message templates
Message templates for WhatsApp are predefined message formats that are used to send large numbers of messages. Like, for example, purchase order confirmations, shipping updates, or appointment reminders. Similar to automated email marketing campaigns, these messages can be automatically personalized, with the username, for example.
The app provides you with various message templates. In addition, it allows you to create your own templates for individual uses, although these must be approved by WhatsApp, this can take between one and two days.
Reply to incoming messages within 24 hours
If you use WhatsApp Business with your company You have 24 hours to respond to your customer’s queries. If this time passes, you must ask them for permission to contact them.
Protect your customer data with a verified business account
It is important to ensure the security of your customer data. WhatsApp has established itself as a trusted space, where data is protected and there are no ads. All messages your business sends through WhatsApp come with end-to-end encryption. For this reason, WhatsApp asks companies that use its channel to verify their business accounts to ensure that users are sure that they are communicating with the right company.
Leverage real-time accessibility to build trust and engagement
Take advantage of the possibility that WhatsApp offers you to send alerts and notifications to your users in real time. The WhatsApp Business API also offers a ‘quick replies’ feature, where you or your team can store and reuse frequently sent messages to speed up customer service processes.
This feature helps companies like banks, airlines or retailers to create response templates to send regular updates about their products and services.
Look at your customers’ app usage patterns
The WhatsApp Business API has a statistics function that allows you measure the success of your campaigns and obtain information about the behavior of your customers when using this application.
Communicate with your customers beyond text messages
Send your customers creative messages, using elements beyond text messages, such as: videos, photos, PDFs, GIFs and voice recordings. In this way you will be more innovative and better capture the attention of your customers. Now that payments are increasingly being made online, you can send QR codes to simplify and speed up the purchase process.
How to configure the WhatsApp Business API
Setting up your business WhatsApp account is quite tedious and has a lengthy approval process. Next we will show you the steps to follow:
- Create lead collection templates to capture subscribers.
- Set up Facebook Business Manager ID.
- Identify your business phone number. This phone number will only be used for this specific account.
- Sign the WhatsApp appendix. It is your company’s agreement to use WhatsApp in accordance with its policies.
- Check your Facebook business profile. Make sure the verification has been done before the next step.
- Complete the WhatsApp Business API account application and approval. WhatsApp will review the addendum and all your business documentation that you submit. Approval may take two to three business days.
- You will receive an approval notification informing you that your account has been created and approved.
- Account activation. They will send you a numerical PIN code by SMS or phone call.
- Creation of message template content. In this step you will have to create your own custom message templates for different use cases.
- Request and approval of the message template. Any custom template you create must be approved by WhatsApp.
- Creation of automatic responses for WhatsApp conversations.
- Creation and launch of your first WhatsApp campaigns.
How Insider can help you with setup and strategy
Since , have been pioneers in adopting the WhatsApp Business API. Your service with this app will help you to implement end to end strategy. Helping you with initial setup, user collection, template creation, and reporting on campaign performance. For more information you can without any cost.
With this solution, Insider will take care of doing for you:
- Process of creating and registering the account in WhatsApp Business.
- Development and customization of templates including dynamic fields
- Collection of users. With the Insider Collection features, you can easily place any of the opt-in templates on your website or mobile that comply with WhatsApp policies.
- Campaign automation.
- Optimization and reporting of WhatsApp campaigns. With the Insider analytics and reporting dashboard, businesses can track their campaign views, clicks, and conversions. They can also obtain data on the user journey to identify funnel drops, abandonments and optimize multi-channel marketing investment.
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