Over the last few years, WhatsApp has been the most preferred marketing channel for many businesses across the globe. With the growth of Artificial Intelligence, the adoption of Bots on WhatsApp has been aggressively growing. Some of the prominent examples of brands using this service are LG Electronics and Samsung. On the other hand, many other brands have been using WhatsApp purely from the marketing standpoint to bump up sales. Here are a few examples of mistakes that one should avoid while WhatsApp marketing.
1. No! You have no permission to Spam
Do you like uninvited guests who visit you without intimation? If your answer is No, this is just the same, but different context. Whatever the marketing approach may be, avoid spamming. Whatsapp marketing is no different.
Over the years, the concept of bulk marketing has been growing at a pace and due to its mass publicity, businesses tend to incline their marketing in the direction of bulk marketing. Available at a cheaper price than publishing classified ads daily, people find it easy to adapt to this scheme. Nothing wrong with it, but direct it well. Always check with the people if they wish to receive information about you or your brand.
One of the wonderful ways that always works is to check with people whose contact you have received if they want to know about your services or drop 1-2 samples of your work and check if they wish to hear more. Engage, don’t spam.
Applies to the groups you are part of. I’m part of nearly 110 groups and they are muted. Groups are a great place to connect and deploy your content but avoid spamming the groups with information that not be someone else’s priority at that moment.
Whatsapp Marketing is about engaging with the right audience with permission, if you over-spam, you’ll be blocked. Don’t lose your chances. Play safe and witty.
2. Watch the formatting before you send
The most common Whatsapp marketing mistake most people fall prey to. Let’s assume you’ve got the data of the numbers to cold call, and you are ready to automate this content, spend time to check how it looks on the phone.
Talk about their problems and solutions you can offer, but before all this. Engage with them personally. How? Include a great strategy/copy in the message. Do not mass load them with messages that never receive a reply.
Have a great call-to-action trigger that excites them to click and reach out. What follows after great content is how you want them to reach out to you. Make it simple. I’ve seen messages that have payment links, and I always wonder, without building the brand trust, why would anyone make payments?
3. Build a list of people interested, and Also who don’t reply
Let’s agree on one global fact: Your current contact list could be potential customers and brand advocates. Talk to them and understand who can if not buy, at least help you promote. Use the multiplicity effect. Think this: asking those contacts to share your business information on their social networks that indirectly connect with you on WhatsApp.
Many times, marketing professionals do not build a list of people who have replied or showed interest in buying. Keep this list handy and revisit it frequently. While on the other hand, for those who haven’t replied, follow up, and for those who have backed out, understand the reasoning.
Alternatively, If you use CRMs, then even better. Sync up this data to create lists of your choice.
4. Business Number Not Personal
Whatsapp Business is a great tool for marketing. I really like the feature of the products and catalogs. Instead of spamming the contact with media images, simply send the link to the catalog and they’ll check it out immersively. Not only you can easily share these products and catalogs with WhatsApp contact but also ensure that you don’t bulk the contacts with information. Saves time, Data, and most importantly, its presentable.
5. Posting time and Consistency
I’ve received plenty of messages from service providers that range from timings from 6 am till late night. As a marketing ninja, one key ingredient to success is timing. Your content should be tailored for the timing to send and have multiple approaches to deploying. We call it A/B testing. Try out several formats of messaging and check what works for you the best.
One other thing, post consistently. In recent times, people have to spend a huge amount of time checking WhatsApp statuses. Update your customers and potential customers with information that may help them to resume or start the conversation.
Cold calling on emails v/s on phone numbers are two different approaches and needs to be treated extremely differently. The phone brings a great attention stride however, it’s also a private space of the contact you may be sending your information to. Beware while marketing but if things are right, it wouldn’t take much time for you to build a good sale out of it.