As the world’s most popular messaging app, WhatsApp as a channel presents a huge chance for businesses to connect with customers. Here are our best practices for using it.
WhatsApp is the world’s most popular messaging app, with more than 3 billion users and daily traffic of 100 billion. With this in mind, WhatsApp as a channel presents a huge opportunity for businesses to connect with customers, potential or existing.
If you’re looking to use WhatsApp Business Platform or want to improve how you’re using it, here are some tips and tricks to help you get more from this channel.
1. Take advantage of rich messaging features
Quick updates like an appointment reminder or an order confirmation are ideal applications for mobile messaging. While email and direct mail can also work, they may not be fast enough or can easily be missed/end up in a junk folder.
Using WhatsApp Business Platform, you can transform your messages into something more impactful than a simple notification.
Rather than a simple message, you can add rich features such as interactive buttons. Let’s say you were sending an appointment reminder. A button for your recipient to reschedule via your online booking system or a button to call the practice makes it quick and easy to move the appointment (if they need to). Plus, it’s more engaging!
2. Use WhatsApp’s interactive features to boost your marketing ROI
Did you know that 81% of global consumers would consider purchasing a product from a business as a result of a marketing message received via WhatsApp? In contrast, the average conversion rate for email marketing sits between 2-3% across industries.
That’s not to say WhatsApp is superior to email. We found that nearly half of consumers (48%) chose email newsletters as their favourite way to engage with brands compared to 29% for SMS and WhatsApp. So, what we’re actually suggesting is to use WhatsApp Business Platform alongside email to create a multichannel comms strategy. Send rich, engaging content and boost overall conversion rates.
Take advantage of WhatsApp Business Platform’s rich features such as buttons, locations, QR codes and web link previews. Not only will these make your messages about flash sales and product launches stand out, but they will help drive traffic to your website/intended destination.
3. Enhance customer support
Customers can be left frustrated if they face long wait times when trying to reach your customer service team. Did you know that 38% of consumers expect a response to their query or complaint within 3-5 hours? This highlights the need for round-the-clock support and quick responses.
Using WhatsApp Business Platform, you can drive faster – even instantaneous – connections and have more convenient experiences.
Instead of waiting on hold or in a queue, your customers can conveniently send you a message on WhatsApp while on-the-go. Then they can close the app and continue with their day. No need to keep the window open so the chat doesn’t time out and they have to wait in a queue again.
Introducing features like automated messaging or chatbots can help save time for your customer support team. So if customers contact you out of hours, they can still interact with your business. Or, if they have a more straightforward query, the chatbot can direct them to an appropriate answer. This gives your team more time to focus on the more complex cases, like putting together bespoke packages or pricing.
4. Send more engaging alerts and updates
With email open rates sitting as low as 21% and up to 500,000 letters going missing every week in the UK, it’s easy to understand why customers miss important updates. WhatsApp Business Platform’s integrated delivery and read notifications can help reassure you that your critical messages have been received and engaged with.
This makes WhatsApp Business Platform a great channel to send important alerts such as travel updates, facility closures and security breaches.
5. Boost sales and drive website traffic
Today’s consumers crave convenience and consistency. If they’re choosing to shop online instead of in person, it’s typically because it’s easier.
Using WhatsApp Business Platform, you can build shopping experiences within WhatsApp conversations. For example, send upsell and cross-sell via personalised product recommendations. Rather than a simple message that features a URL to your website, you can add imagery, videos and buttons, offer two-way messaging and more – all of which can help boost message engagement.
Plus, it’s an additional channel to promote your products and services on, which is great for boosting brand awareness.
Get closer to your customers with WhatsApp Business Platform
Available in over 180 countries and 60 languages, WhatsApp has more users on a monthly basis than any other messaging app in the world. This channel presents a huge opportunity for businesses to get closer and stay closer to their customers.
So, if you’re not already using WhatsApp Business Platform, it’s time to start. If you already are, are you using it as per best practices? In our guide to WhatsApp Business Platform, we cover top tips on using this channel, from opt in and outs to how to have high-quality conversations your customers will remember.
Mayzin Han
Marketing strategist with 8 years of experience, 5+ of which in B2B tech. Currently the Senior Marketing Program Manager at Commify, I work closely with field marketing teams who sit across EMEA and APAC to strategise and create campaigns that meet customer and prospect needs. My background in content marketing means that I'm passionate about all things words, grammar and punctuation. In my free time, I like to run, box and torture myself at spin class because lots of cardio means you can eat what you want!
