Why WhatsApp Marketing is a Strategy You Shouldn't Ignore

The buzz on WhatsApp Marketing is high, and it's for very good reasons. So, we'll uncover those reasons and explore how WhatsApp Business, specifically the WhatsApp Business API, can make a massive impact in improving a company's marketing performance for 2023 and beyond.

Studies showed an uptick in the use of messaging apps to communicate with businesses

In 2020, a study showed a 110% increase in consumers who use social messaging to contact businesses.¹ To add, a separate study in the same year showed that 80% of adults agree that messaging is a quick and easy way to communicate with a business.² Generally, instant messaging and the speedy turnaround are among the most important reasons for this new-age channel's increasing popularity. Though we don't discount the power of traditional modes of contact like phone calls and emails altogether, we must listen to what our customers say and be open and flexible enough to cater to their preferences. More importantly, these are significant numbers – data and insights we can't just brush aside.

With the number of messaging apps out there, what makes WhatsApp stand out?

It is more common knowledge now that WhatsApp is the #1 messaging app globally – with a whopping 2 billion active users daily.³ And this is actually where its power starts.

WhatsApp encourages businesses to meet their customers where they are – and they are in WhatsApp. In fact, according to WhatsApp's internal data (June 2020), 175 million people message businesses daily. And aside from the app's massive reach and influx of inbound messages for businesses, it also boasts an average message open rate of 98% (compared to 22% of emails) that should be put to good use for outbound messaging by businesses.⁴

From these numbers alone, how much power WhatsApp holds is quite breathtaking. But it doesn't stop there. To help and empower businesses to make the most of what the platform can offer, WhatsApp built tools for scale and made them available through the WhatsApp Business API.

WhatsApp Business API features that will give your marketing strategy a super boost

What are these fantastic tools, you ask? Here are some of the best ones you sure must take advantage of for a strong WhatsApp marketing strategy that drives excellent business results:

• Message Broadcasting

  As the name suggests, this allows businesses to broadcast or send bulk messages. Send messages all in one go to notify your customers and potential ones about promotions, important announcements, and so much more! You can also use personalized templates to make your messaging more relevant to your audience segments.

  This feature is a powerful tool for conversational marketing, enabling one-to-one conversations with consumers at scale. With the WhatsApp Business API, businesses can broadcast messages to unlimited users!⁵ And with the sky-high open rate of WhatsApp, Message Broadcasting also allows you to widen your reach and tap more into the app's massive user base.

• Custom Interactive Message Flows

  With the WhatsApp Business API, you can deploy chatbots and build custom messaging flows for your customers using rich media, dynamic content, and interactive messages, allowing you to offer a unique and memorable brand experience. Here's a list of interactive messages that you can use:

  • List Messages – Includes a menu of up to 10 options.
  • Reply Button Messages – Includes up to 3 options as buttons.
  • Single-Product Messages – Features a single product item from your business's inventory.
  • Multi-Product Messages – Features a selection of up to 30 items from your business's inventory.

  A benefit this feature pushes through the option of including interactive messages is that it encourages engagement and action from the customers' end with the clickable or tappable options. Take advantage of them! And these messages integrated into flows can even be dynamic and pulled from your internal system to create personalized messages and offer customized options to your customers (such as re-purchasing a previous order, confirming a registered address as the delivery address, and more). Maximizing this feature will lead you to create unforgettable brand experiences and boost engagement!

• Product Catalog

  Similar to how an inventory of products can be showcased through Facebook and Instagram business pages, WhatsApp offers the same. Through the WhatsApp Business API, you can streamline how you share and highlight your products and services by creating or integrating a catalog where you can add up to 500 items. Through this, your customers can browse items and add them to a cart without leaving the WhatsApp chat.

  Having a product catalog in WhatsApp means that you can also incorporate product messages pulled straight from your catalog for marketing promotions and efforts for sales. Customers always want it fast and easy. That's why this poses an excellent potential for conversion, as it sets a clear and short path to purchase.

WhatsApp is truly a fantastic platform best equipped to give your marketing strategy and business a super boost. And the truth is, these are just a few of the numerous WhatsApp Business API benefits you can maximize for your business. But already, they are tools that power effective marketing strategies with their tremendous capacity to expand reach, create rich brand experiences, improve customer engagement, and build closer relationships that all lead to sought-after business results.

Are you interested in harnessing the power of the WhatsApp Business API to give your marketing strategy and business a super boost? Unlock the full benefits of WhatsApp for business with Convrs.

To know more, visit our WhatsApp page or schedule a call with our team.

¹Statista Report: Leading Messaging Channels Used by Customers Worldwide to Contact Businesses in 2020
²2020 survey by Harris Poll, commissioned by Meta
³Nicolas Farin, Head of Enterprise Sales EMEA – Business Messaging, Meta (LinkedIn Post October 2022)
⁴360Dialog, Business Solution Partner
⁵Users here pertain to WhatsApp users who have opted-in to receive notifications from your company