WhatsApp Business: how to use it to improve your marketing

As a marketing manager, you know you should never underestimate any customer communication tool, especially if it helps you convert sales opportunities.In a world where decisions are made in just minutes and where buyers have access to vast amounts of information, providing a quick response to any questions a customer may have is crucial. According to a Harvard study, 95% of purchasing decisions are made unconsciously, and factors such as offering close, personalized, and agile contact have a strong emotional impact on the buyer persona, making them view us more positively.

In line with applications that enable immediate customer service, we present to you WhatsApp Business.

WhatsApp Business

How many times do you use WhatsApp a day? Probably a lot. And your buyer persona? Most likely too. In fact, according to the National Commission on Markets and Competition (CNMC), more than 60% of citizens use instant messaging services every day, while only 25% use their mobile phones to make calls.

To make customer service easier through instant messaging, WhatsApp launched WhatsApp Business in 2018, an app primarily designed for SMEs and focused on customer support. Engaging with your buyer persona on an app where they feel comfortable, using a friendly tone, and sending audio, videos, or emojis that create a warm and approachable experience is an excellent way to build the trust needed for them to use your services or purchase your products.

How does WhatsApp Business work?

The operation of WhatsApp Business is simple, almost identical to the WhatsApp we all know. However, there are a few key points to keep in mind. At DigitalMakers, we summarize them for you:

• A phone number for the app

  To use WhatsApp Business you need a dedicated phone number for the app, as it cannot be shared with your personal WhatsApp.
  
  

• Set up your company details

  After installing the app, set up your company’s basic details: photo or logo, description, business hours, website, and address. Do it carefully—it’s your business card.
  
  

• Set up automated welcome and away messages

  You can configure automated welcome and away messages. The welcome message enables an instant, friendly reception, thanking the customer and informing them of the response time. The away message can be sent, for example, outside working hours, informing the customer when they will receive a reply.
  
  

• Organize with labels and segments

  You can add labels and segments to organize your chats and customers by type of request. This helps you maintain a more structured workflow.
  
  

• Create broadcast lists

  Broadcast lists allow up to 256 users and let you send promotional or informational messages that customers receive individually, without knowing they are part of a list. Even so, use a friendly tone to keep communication personal.

Important: a user will only receive messages from a broadcast list if they have saved your WhatsApp number in their contacts. Include in your strategy the recommendation that they write to you first, so they can receive your messages.

• Create a product catalog

  WhatsApp Business allows you to create a product catalog. Take advantage of this feature to provide your buyer persona with valuable information—they will appreciate it.
  
  

• The importance of legal compliance

  Always handle customer data responsibly. Comply with legal regulations, avoid spamming, and use the tool rationally. Responsible use will help you achieve your business goals.

Conclusion

WhatsApp Business is a simple yet powerful tool for marketing managers who want to offer close, immediate, and organized support to their customers, enhancing their experience and increasing conversion rates.

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