One of the very first steps of doing WhatsApp marketing is understanding how to make full use of the platform.
As with every app, there are integrated features to make use of when sending out WhatsApp advertising messages.
But those aside, there are also tricks and strategies that can help to boost the effectiveness of your WhatsApp marketing campaign, as well as actions to avoid doing.
In this post, we’ll talk about the dos and don’ts of WhatsApp advertising messages and highlight some important aspects every business should take note of.
How To Send Promotional Messages on WhatsApp
First things first – there are limitations involved in WhatsApp marketing messages.
You can find the entire list in the WhatsApp Business Policy (which we highly recommend you scan through), but here are two of the most important ones:
- WhatsApp advertising messages sent via the API can only be sent to contacts who have previously agreed to receive communications from you via an opt-in process. These messages must also follow a template that must be pre-approved by WhatsApp.
- If you receive a message from a customer, you may respond with WhatsApp marketing messages only within the first 24 hours of receiving their last message.
- You can now send personalized Non-Transactional Promotional Messages On WhatsApp to your customers.
In regards to the second point, the company is working on providing more support to the types of messages that can be sent within this 24-hour window.
Disclaimer: The content in the rest of this post is written under the assumption that you have already obtained permission from your customers to send them WhatsApp marketing messages.
WhatsApp Advertising Messages: What To Do
1. Do Target Audience Research
With two billion users across the globe, there’s no question that WhatsApp’s reach covers a wide range of demographics.
What this means is that the chances of your target buyers being active on WhatsApp are relatively high.
However, knowing that alone isn’t enough. If you want your WhatsApp promotion to hit home with your buyers, in-depth research into your target audience is required.
This refers to everything from knowing how they use WhatsApp and what time they’re most active on the app to understanding their online shopping habits – basically everything and anything that can help you finetune your WhatsApp marketing strategy to cater to their likes and preferences.
Armed with this knowledge, you’ll know how to optimize your approach to them and craft WhatsApp advertising messages that they can relate to.
2. Do Some Out-of-the-Box Thinking
With so many businesses marketing on WhatsApp, competition is, no doubt, fierce. So for your business to stand out, your WhatsApp marketing efforts need to be truly unique and stand out from the rest.
When building your WhatsApp marketing campaign, look into what’s already been done and analyze what worked and what didn’t. And we don’t just mean past campaigns your business may have launched, but those of other brands as well – especially your competitors.
You may also want to check out our post on some of the best WhatsApp marketing campaigns for some inspiration.
Also, engage in some out-of-the-box thinking to see if you can come up with any unique ideas. If you want to go the extra mile, have a look at marketing campaigns launched on other platforms to see if you can learn a thing or two.
3. Get the WhatsApp Business API
Perhaps one of the most efficient things to do when promoting your business/product on WhatsApp is to get the WhatsApp Business API.
Yes, there’s plenty you can do with the free WhatsApp Business app: everything the WhatsApp Messenger app offers, a full business profile, a product catalog, etc.
However, it still pales in comparison with what the API can do for a business – especially a growing enterprise.
For example, with the API, you have more tracking possibilities and can generate more data about your WhatsApp marketing campaign (more on this later). This can then be leveraged to make adjustments as needed. You can also set up messaging automation to streamline your marketing efforts.
For a detailed breakdown of what the API can do over the free app, check out our post on the differences between WhatsApp Messenger, WhatsApp Business App, and the Business API.
WhatsApp Advertising Messages: What Not To Do
Nobody enjoys receiving spam. And that’s something that WhatsApp is taking extremely seriously.
This is one reason they implemented the opt-in measure and 24-hour reply window we mentioned earlier. And if that’s not clear enough, here it is verbatim from WhatsApp:
Do not confuse, deceive, defraud, mislead, spam, or surprise people with your communications.
Anyone found spamming is in violation of the WhatsApp Business policy and will find themselves in hot water.
In such an event, not only can WhatsApp limit or remove your right to use and access their services, but they may even terminate your account completely and ban you forever.
2. Not Use Data To Personalize Messages
One of the biggest advantages of launching marketing campaigns on WhatsApp is having access to data.
This refers to both customer data as well as data you receive from your WhatsApp marketing messages.
By tracking key metrics, you can understand how customers are reacting to your promotion and build on them to provide more personalized services. This will, in turn, boost sales.
After all, 80% of consumers say they are more likely to purchase from brands that offer personalized experiences.
Ways to leverage data in your WhatsApp marketing messages include:
- Identifying your customer’s last purchase or last viewed item to send them product recommendations.
- Tracking their browsing history on your website to see if they’re interested in an item that just happens to be out of stock. Once the product is back in stock, hop on WhatsApp to let them know.
- Sending attractive discount messages for customers on their birthdays or when business milestones are reached (e.g. fifth anniversary, 1,000 sales reached, 10,000 followers on Twitter, and more).
Don’t forget to also personalize your greeting in your WhatsApp marketing messages. It may be a simple gesture, but it goes a long way in creating a positive customer experience on WhatsApp.
3. Leave Your Business Profile and Product Catalog Empty
Whether you’re using the free business app or the API to send out WhatsApp promotional messages, you must ensure consumers can identify your business and your products.
This means filling every single field in your business profile, including the product catalog.
The ultimate goal of every business (and every WhatsApp marketing campaign) is to boost sales, which is intricately linked to product visibility.
Not only does WhatsApp’s integrated product catalog draws more eyes to your products, but it also allows users to stay in the app, reducing the chances of distractions from having to open up a browser to go to your store’s webpage.