Let's not kid ourselves, traditional marketing is on the rocks. In the age of social media and instant messaging, consumers expect more direct, more personal and more engaging communication from brands .
This is the whole point of conversational marketing. The idea is azerbaijan whatsapp number data 5 million simple: it involves engaging in a dialogue with your targets, in an individualized and contextualized way, to create a relationship of proximity and trust. Rather than overwhelming your prospects with advertisements and promotions, you seek to establish a real discussion to understand their needs and provide them with value.
The benefits are numerous. With conversational marketing, you can:
Humanize your brand by adopting a warmer, more empathetic tone.
Personalize your messages based on the profile and expectations of each contact.
Establish a real-time exchange to respond instantly to questions and requests.
Generate more engagement and conversion by delivering the right content at the right time.
Build customer loyalty by offering them an ultra-personalized experience.
And guess which platform ticks all these boxes? WhatsApp , of course! With its intuitive messaging features, rich content options (images, videos, documents, etc.) and huge user base, WhatsApp has everything it takes to become your best ally for deploying a successful conversational strategy.
We explain why.
Why integrate WhatsApp into your marketing strategy?
We told you, WhatsApp has everything to please marketers looking for a more conversational customer relationship. But in concrete terms, what are the benefits to be gained for your business? Let's take stock.
Reach a large, highly engaged audience
With 2 billion active users , WhatsApp is one of the most popular and dynamic channels. Chances are, your current and future customers are using WhatsApp. By marketing on WhatsApp, you maximize your engagement opportunities.
Share of European population using WhatsApp. Source: Statista.
Article_MKT-Conventional_WhatsApp-Stats
Establish a closer and more interactive relationship with your customers
WhatsApp's number one asset is its proximity to users. Unlike traditional channels (email, SMS , etc.), WhatsApp allows you to establish a real dialogue with your contacts.
By marketing on WhatsApp, you can exchange messages in real time, share engaging content, receive feedback... In short, create a more direct and interactive relationship, based on exchange and trust.
Personalize and humanize your messages
WhatsApp allows you to adopt a conversational approach , which adapts to each contact. You can use the customer data you have (first name, purchase history, etc.) to send ultra-personalized messages. WhatsApp also allows you to adopt a warm and caring tone, in line with the codes of messaging.
Generate more sales and conversions
By creating a close relationship with your targets, WhatsApp allows you to engage them more effectively in the purchasing funnel. For example, you can send them exclusive and personalized offers, share inspiring customer testimonials or even support them in real time in their journey. In short, proximity creates engagement which in turn promotes conversion.
Reduce your communication costs
Prevention is better than cure, and WhatsApp has understood this well. By allowing your customers to contact you spontaneously, instant messaging considerably reduces the number of requests to be processed. You can also automate part of the responses with chatbots, available 24/7. The result? An optimization of your customer support costs.
How to set up a WhatsApp strategy step by step
Are you convinced by the benefits of marketing on WhatsApp? Then it's time to get started. To succeed with your WhatsApp strategy, you must follow a rigorous methodology. Here are the main steps to follow.
Create a WhatsApp Business account
The first essential step to get started in marketing on WhatsApp is to create a WhatsApp Business account . This is the professional version of the application, dedicated to businesses. It allows you to set up a profile with your company's key information (name, logo, website, opening hours, etc.) and access advanced features (quick replies, labels, statistics, etc.).
To create your account, simply download the WhatsApp Business application, enter your professional telephone number and let yourself be guided through setting up your profile and getting to grips with the tool.
Define your objectives and performance indicators
As with any marketing strategy, you need to set clear and measurable goals for your WhatsApp approach. What are you trying to achieve? Recruit new leads, boost your sales, improve customer satisfaction? Sell or advise, sell and advise?
The choice of indicators to follow depends closely on your objectives .
For example, if your goal is to generate qualified leads, you will track the number of contacts collected and their conversion rate. If you are looking to improve your customer relationship, you will instead monitor the response rate and satisfaction.
Whatever your goals, the most important thing is to have a dashboard to manage your performance.
Identify your target and build a qualified contact base
To fully exploit the potential of WhatsApp, you need to address the right contacts, at the right time. This involves knowing your target and their uses of the messaging service .
What are their needs, expectations, interests? When are they most receptive? Understanding and segmenting your audience will help you build and personalize your messages.
You should also make sure to obtain explicit consent from your contacts before sending them WhatsApp messages. This is essential to comply with the GDPR! The most effective way is to set up an opt-in form on your website and other contact points.
Establish your editorial line and your distribution schedule
The crux of the matter on WhatsApp is content . To capture the attention of your targets, you need to offer them messages that are both relevant and engaging. This involves defining an editorial line that is adapted to instant messaging: a friendly or even friendly tone, short and punchy formats, attractive visuals, etc.
We also recommend that you mix informative, promotional and fun content to avoid audience fatigue.
You will also need to establish a broadcast schedule to pace your speaking engagements. How often will you send them? At what key moments will you communicate? The challenge is to find the right balance between presence and discretion (the eternal question of managing marketing pressure!).
Create engaging messages with rich content
The advantage of WhatsApp is that you can send a wide variety of formats to capture attention. In addition to text messages, you can integrate images, videos, voice notes, emojis… Take advantage of it to enhance your communications!
You can even create short quizzes or polls to drive engagement.
A word of advice: think mobile first! Your content must be optimized for smartphone display, with short texts, a clear structure and suitable visuals. Test them before sending to check their readability. And above all, always make sure to provide value to your readers. This is the key to building a relationship of trust.
Examples of inspiring campaigns
Are you lacking inspiration?
Here are some examples of successful WhatsApp campaigns to give you ideas:
VIP: A good practice that we see more and more is to offer your best customers exclusive access to your new products or special promotions via WhatsApp. The idea? Create a sense of privilege and strengthen the engagement of your most loyal customers.
Challenge: You can also organize a contest on WhatsApp to generate interaction. The goal here is to invite your contacts to share content (photo, testimonial, etc.) related to your brand to try to win a prize.
Tailor-made advice: Another interesting avenue is the implementation of a personalized recommendation service via WhatsApp. The goal is to help each customer find the product or service best suited to their needs, in an individualized way.
Interactive tutorials: You can also share tips and tutorials on WhatsApp to help your customers use your products, whether in the form of videos, visuals or via a chatbot.
Exclusive offers: To boost your sales, why not broadcast flash offers, limited in time and reserved for your WhatsApp community?
Feedback: WhatsApp can also be used to solicit feedback from your customers after a purchase or interaction.
We would like to write: “etc.”. WhatsApp offers a wide range of possibilities and we could multiply the examples and ideas even more!
Good practices and mistakes to avoid
Ready to get started with WhatsApp marketing? Before you dive in, here are some best practices to adopt and pitfalls to avoid.
Request opt-in and respect privacy (GDPR)
It cannot be said enough: on WhatsApp, as elsewhere, consent is king . Before sending a single message, you must obtain the explicit consent of your contacts, in compliance with the rules of the GDPR. Offer them the opportunity to register via an opt-in form, clearly specifying the purpose and frequency of your communications. And of course, allow them to unsubscribe easily at any time.
Adopt a natural and friendly tone of conversation
WhatsApp is an intimate and personalized channel . To succeed on this channel, you must adopt the right codes. Forget corporate jargon and pompous formulas. Place yourself at the level of your audience, with a simple, direct and warm tone. Be empathetic and kind. Your goal is not to lecture your contacts, but to bring them value. Write as you would speak to them!
