The Ultimate Guide To WhatsApp Marketing In 2023

WhatsApp marketing is the phenomenon of using WhatsApp as a marketing channel to promote a brand’s products and services. WhatsApp allows brands to proactively engage with their prospects, increase sales, offer on-demand customer support, and achieve customer retention at scale.

WhatsApp Marketing is an effective way to drive conversions and revenue by utilizing targeted messaging, interactive reply buttons or list messages, personalized product recommendations, exceptional support, easy checkout, upselling and cross-selling, rich media support, and product catalogs.

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Why Brands Should Use WhatsApp for Marketing

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Increased Market Penetration

With its massive global audience of over 2 billion monthly active users, WhatsApp presents a significant opportunity for businesses to expand their reach.

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WhatsApp-led Business Automation

Brands can use automation tools to automate and streamline customer conversations by sending personalized responses and greeting messages.

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Personalized & Targeted Campaigns

Brands can engage customers with personalized & timely push notifications, such as discounts, product recommendations, and subscription renewals.

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Improved Retention & Realtime Engagement

Triggering WhatsApp notifications like restock alerts, special offers, and pending cart reminders boost customer engagement without needing website/app visits.

8 million businesses have already created their product catalogs on WhatsApp, with India having the highest number of catalogs at 1 million.

How to use WhatsApp for marketing

We’ll take you through the seven key steps in leveraging WhatsApp as a marketing channel and growing your brand.

 

 

Set up a WhatsApp Business account

To establish your presence on WhatsApp, set up a WhatsApp Business account, and choose the most suitable option between WhatsApp Business and WhatsApp Business API based on your marketing objectives. The WhatsApp Business API offers advanced features such as managing conversations with multiple users, and automating conversations and workflows with chatbots, rules, and more, while providing insights into customer satisfaction, response time, and resolution time. 

 

Identify your target audience

To effectively reach and engage with your target audience on WhatsApp, it's important to clearly understand their needs and characteristics. This can be achieved by creating buyer personas or using the Jobs-to-be-done (JTBD) framework to gather data through surveys, CRM insights, Google Analytics, and social media, instead of making assumptions.

 

Establish a unique brand persona

Creating a brand persona is an important step for businesses that want to connect with their customers on a personal level and establish a consistent tone of voice in their communication. A detailed brand persona includes traits, attitudes, and values that align with the brand and help to create a personal connection with customers.

 

Proactively engage with customers

Proactive engagement on WhatsApp through personalized offers, product recommendations, and timely notifications such as abandonment reminders and back-in-stock alerts can drive consumer interest and influence buying decisions, ultimately improving customer lifetime value.

 

Experiment with multimedia elements

WhatsApp Business allows businesses to use a variety of content and multimedia formats like videos, images, documents, and catalogs to create engaging and interactive marketing campaigns that are more likely to capture the attention of customers and encourage them to take action. By utilizing this channel, businesses can spread awareness and educate customers about their products, creating a deeper connection with them and increasing the chances of conversion.

 

Offer superior customer service

WhatsApp's real-time messaging feature allows businesses to quickly and efficiently handle customer service inquiries, improving customer satisfaction. It also allows for personalized communication, building trust and loyalty. Additionally, businesses can automate repetitive tasks and provide instant replies with the help of chatbot integration.

 

Track KPIs & assess marketing performance

To effectively evaluate the success of your WhatsApp marketing campaigns, establish clear marketing objectives and track relevant key performance indicators (KPIs). Metrics such as the number of chats, average response and resolution time, chat-to-conversion rate, the first response time of the chat agent, traffic sources, and top-searched products can provide valuable insights to make data-driven decisions.

Expert Guide: State of WhatsApp Marketing 2023


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Proven Success Stories of WhatsApp Marketing by Haptik

 

Haptik's industry-specific bespoke WhatsApp marketing solutions help businesses engage, acquire, and retain customers with personalized AI-driven conversations. It enables global brands to achieve higher sales and superior customer satisfaction and fosters brand loyalty.

CEAT_Tyre

CEAT_Tyre

CEAT, a leading tyre manufacturer, sought to enhance customer experience with instant support. It also aimed to collect high-quality leads and leverage AI-powered conversations to improve conversions.

It partnered with Haptik to build an AI-powered chatbot. The solution helped generate additional revenue, enhance customer experience, promote special offers and discounts, and more. CEAT achieved a lead-to-conversion rate of 21% and a 75% automation rate.

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Jiomart case study

Jiomart case study

JioMart, India’s largest retail giant, witnessed a 3x surge in traffic and orders. It wanted to augment customer support to meet the high demand for their services on newer communication channels to improve CX.

To meet these business expectations, JioMart partnered with Haptik for WhatsApp chatbot integration. This chatbot enabled users to easily complete their shopping journey with just a few clicks, resulting in an increase in organic traffic and repeat purchases by 68%.

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Upstox case study

Upstox case study

Upstox, a leading investment platform, aimed to improve its customer support by implementing an automated system that could provide instant assistance to its clients. It also wanted to make sure that information about investments ismore engaging and interactive.

It partnered with Haptik to develop an AI-powered WhatsApp chatbot. This chatbot not only automated frequently asked questions but also allowed users to easily apply for initial public offerings (IPO) directly through WhatsApp. This innovative solution streamlined the customer support process and provided customers with a convenient, one-stop-shop experience.

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Jio_care

Jio_care

Reliance Jio Infocomm Ltd, the third-largest telecom provider in the world, is leading the charge in transforming digital India with their latest 4G LTE technology. The company was looking for a unified and interactive platform aimed at retaining customers and providing exceptional customer experiences to stay on top by being efficient and agile.

It partnered with Haptik to build a WhatsApp chatbot that could handle customer queries related to Mobility, Fiber, and more. Incorporating 900+ unique customer intents, it provided 24/7 support, reducing wait times to under 6.2 seconds and saved over $3 million in annual operating costs.

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Conclusion

 

With WhatsApp marketing, businesses can tap into the power of real-time, direct, and personalized communication to create deeper connections with their customers and prospects. By integrating WhatsApp into your marketing plan, you can drive customer engagement, improve customer satisfaction, and increase conversions. With its capacity for targeted, data-driven campaigns and seamless customer experiences, WhatsApp marketing solutions are crafted to be result-driven and help businesses achieve their desired outcomes. It’s important too for businesses they follow the best practices of WhatsApp business messaging for the best user experience on the channel.
 

Read next: Best WhatsApp Message Templates in 2023