Remember that a few years ago, WhatsAPP was still a chat tool for communication. But today, it has transformed into a powerful marketing channel with over 2 billion active users worldwide, offering huge potential for businesses to connect with their audiences in a direct, personalized, and highly engaging way.
WhatsAPP marketing is not the same as email marketing. Zoho Campaigns is a very useful email marketing software that can create responsive designs, customize messages, send emails to inboxes, trigger automated workflows, and connect with new customers. But WhatsAPP marketing is to leverage WhatsApp's unique features to create personalized, engaging, and interactive experiences that are seen as a direct communication channel with your target audience.
WhatsApp Business was officially launched back in 2018, and it aims to provide features designed specifically for businesses, including company profiles, quick replies, tags, and automated messages. These features open the door to more complex marketing strategies, such as personalized campaigns, interactive content, and even chatbots.
To put it more simply, it's about using WhatsApp strategically to connect with customers and promote your business. It involves using features like direct messaging, group chats, rich media content, and automation to achieve your marketing goals.
To give you an example, Tata CLiQ is an online marketplace that offers a variety of products, from international luxury brands to everyday essentials. Tata CLiQ wanted to connect with customers who signed up for updates on their website, but sending emails and text messages didn't work as well as they would like. People don't usually open these messages, and there's a limit to the types of content they can send. After trying various options, they developed a strong preference for WhatsApp. The platform's ability to personalize messaging based on browsing history, abandoned carts, and wishlists has yielded impressive results:
WhatsApp notifications trigger website visits that are 1.7 times more likely to be purchased
10x higher ROI compared to previous Diwali and Black Friday sales
This success stems from WhatsApp's widespread popularity around the world and its ability to deliver engaging and personalized content that goes beyond the limitations of text messaging.
Individuality is always the best advantage. WhatsAPP marketing can segment your customer base by demographics, interests, and purchase history, which enables you to tailor messages that resonate with individual needs. At the same time, mention the customer's name in the message to create a more personal atmosphere. Studies have shown that personalization can increase email open rates by 26% and may have a similar impact on WhatsApp communications.
Include images, videos, GIFs, and even polls and quizzes in your messages. This breaks the monotony of plain text and encourages users to engage more actively. According to data, 84% of post-00s young people trust online reviews from strangers as much as they trust personal recommendations, so consider incorporating user-generated content into your messages to build trust and authenticity.
In addition to this, you can also encourage participation by hosting fun contests or giveaways. Most of the people who participate in brand-sponsored contests provide a great opportunity to generate excitement and gather valuable user data.
Don't just bombard your customers with promotional messages, provide more helpful tips, tutorials, and industry insights related to your product or service. This will allow you to better build trust with your audience.
Use WhatsApp as a platform to address customer inquiries, resolve issues in a timely manner, and provide personalized support. This fosters positive brand perception and encourages repeat business. Almost all customers value the ability to message businesses directly, highlighting the importance of providing responsive customer service via WhatsApp.
To get started with WhatsApp marketing, the first step is to choose the right software for your eCommerce store. Zoho Marketing Automation marketing automation software tools are bundled with a complete set of solutions to meet the needs of online retailers.
Automate routine tasks, such as sending personalized messages, greetings, and reminders, allowing your team to focus more on strategic initiatives.
Easily manage bulk messaging to large groups or groups, ensuring consistent communication and reaching a wider audience without the need for manual effort.
With automated responses and chatbots, provide a consistent customer support experience even outside of business hours.
Leveraging customer data and personalizing messages by name, purchase history, and preferences can increase engagement and conversions.
Trigger targeted messages based on specific customer behaviors, interests, or purchase history to deliver relevant content and offers at the right time.
Create and schedule targeted campaigns for different customer segments; Tailor your messaging and offers to their unique needs and expectations.
Track and analyze WhatsApp marketing data, as well as other marketing channels, within the same platform to get a complete picture of campaign performance and customer interactions.
Get in-depth reports on key metrics such as open rates, click-through rates, and conversion rates for data-driven decision-making and campaign optimization.
Leverage advanced analytics to identify patterns and trends in customer behavior, allowing you to refine your messaging and tailor your approach for better results.
Assign tasks, track progress, and collaborate with team members within the marketing automation platform to ensure efficient communication and workflow management.
Generate comprehensive reports that combine data from a variety of marketing channels to facilitate efficient performance reviews and team communication.
Automate routine tasks and eliminate manual processes to minimize the risk of human error and ensure consistent messaging across all channels.
Many small and medium-sized businesses are now looking for automation. But keep in mind that while automation brings tremendous benefits, it's critical to be human in your communications, comply with regulations, and continuously monitor and adjust your strategy based on data and customer feedback. Following these principles and making effective use of marketing automation software can enable your business to harness the full power of WhatsApp marketing and achieve significant results in today's dynamic digital world.
