How to Optimize Your WhatsApp Marketing Campaigns

How to Optimize Your Campaigns

Simply sharing marketing messages in an ad hoc way will not bring desired results. There are a number of steps your business needs to take in order to get the most out of your marketing campaigns.

Let People Know You Are Present on WhatsApp

Customers cannot directly search for your business account on WhatsApp so you need to first let them know you have a WhatsApp Channel. You can spread awareness of your presence in a number of ways including:

• Click-to-chat ads on Facebook, Instagram, etc.
• WhatsApp widgets on your website
• Chat Buttons under email signatures
• QR codes on product packaging, store signages
• wa.me links

Update Your Catalogues

Catalogues are a great way to display recent launches, show all-time customer favourites, and more. Make sure to update them from time to time, and also ensure products you are showcasing are actually in stock. There is nothing more frustrating for customers to click on a product only to see it out of stock. Also make sure to add detailed product descriptions (prices, product codes, etc.) along with high-quality images. Make sure to add a MESSAGE BUSINESS button to encourage people to ask questions and also help them to add products to cart and place orders, all within WhatsApp. Done right, catalogue sharing leads to greater inquiries and sales.

Create Content That is Crisp, Direct, and Visually Appealing

Customers are low on patience and almost always ignore messages that don’t tell them right away what the message is all about. The best marketing messages are catchy and to-the-point, directly getting into what’s in it for the customer. Make sure to craft appealing messages by using multimedia files including animations, videos, images, and emojis that are sure to catch their eye.

Add Interactive Buttons to Get the Desired Reaction

Adding buttons is a no-brainer if you want customers to take a desired action (place order, contact support, etc.) with a single click. WhatsApp allows use of up to two interactive CTA buttons, or up to three Quick Reply buttons so your customers don’t need to type in their responses and only need to click on the option they want to select, speeding up things. Some examples of CTAs are – CALL NOW, VISIT WEBSITE, TRACK ORDER, etc. These buttons can be text only, or can be accompanied by an image, documents, videos, and so on. Add buttons according to what stage of their journey your customers are at.

Personalize Messages as Much as Possible

Personalization is key when it comes to engaging with customers. Make sure the messages are crafted in a personalized way keeping in mind your audiences’ tastes, demographics, interests, and location, among other things. There is no greater marketing fail than to blast the same generic message to all customers. For example, sending an upsell message to a customer who has got in touch to post a complaint about his previous purchase. Businesses should be mindful of which stage of their journey customers are at and send out messages accordingly. WhatsApp’s great value proposition is that it helps brands segment their customers clearly so that the right message can be shared with the right customer at the right time.

Add Chatbots to Automate Conversations Wherever Needed

When customers respond to your marketing messages, try to automate follow-up conversations wherever possible, especially mundane queries. That way, your customers receive instant responses no matter what time of day, and your teams do not have to be bogged down by answering the same questions repeatedly. Always create an FAQ section so customers can find what they need to know quickly. Not only will customers appreciate this, automation will ensure the momentum is not lost before the customer makes a purchase.

Nurture Relationships Beyond Sale

It’s important to understand that building meaningful customer relationships goes much beyond a one-time sale. To ensure you have loyal customers who keep returning, you need to remain on top of mind of customers. You can keep the relationship ongoing by wishing them on special days like birthdays and anniversaries. Share exclusive discounts to make them feel valued. Also keep them informed about upcoming collections, sneak peaks, event launches, and more, making them feel connected with your brand at all times.

Track Marketing Metrics

Monitor the effectiveness of your marketing campaigns by analyzing whether the marketing formats and CTAs used by you are working and make improvements as and when needed.