WhatsApp has become an essential tool for communicating with your customers. More than 2 billion people use it daily, making it a perfect channel for maintaining direct and close contact. You can share updates, answer questions instantly, or send visual content that reinforces your message. Through groups or broadcast lists, you can organize your communications efficiently. No matter the size of your business, WhatsApp offers a fast, simple, and accessible way to keep your customers informed and connected. It’s a natural way to bring your business closer to them.
Why is WhatsApp essential for your business?
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Today, WhatsApp is very useful for its simplicity and accessibility, as well as for its constant improvements and its ability to integrate with other management systems.
Here are some of the top reasons why you should use WhatsApp for your business:
- WhatsApp Business API: For larger businesses, the WhatsApp Business API is a key tool. It now allows you to integrate WhatsApp with CRM platforms like Salesforce, HubSpot, and Zoho. This facilitates message automation and conversation analysis. It also improves customer follow-up, streamlining customer service and management.
- Catalog Update: Product catalogues within WhatsApp Business have been improved, allowing businesses to upload products in a more visual way, with more detailed descriptions and direct payment options. This is ideal for e-commerce or online sales businesses.
- WhatsApp Payments: In several countries (including Brazil and some in Europe), WhatsApp has launched in-app payments. This allows customers to make purchases directly through messages, making the experience much smoother and faster.
- Automation and Bots: WhatsApp is increasingly focused on automation. Bots allow you to answer frequently asked questions, provide instant support, or even send automated reminders. This reduces response time and improves the customer experience.
- WhatsApp Stories Improvements: WhatsApp Stories, also known as Statuses, have become a great marketing tool. You can now add direct links to your website, special promotions, or even use call-to-action stickers. It’s a great way to keep your community engaged with real-time content.
- New security and privacy features: WhatsApp has increased its security measures, such as two-step verification and the option to protect messages with end-to-end encryption, which is critical when handling sensitive customer data.
How to use WhatsApp effectively in your marketing and customer service?
While WhatsApp is a powerful tool, to get the most out of it, you need to apply best practices and strategies. Here are some updated and effective methods for your business:
1. Advanced Audience Segmentation
WhatsApp now allows for greater segmentation. If you use the WhatsApp Business API or CRM tools, you can create highly targeted contact lists based on purchasing behavior, location, or interests. This will allow you to send much more targeted and personalized messages.
- Broadcast List: WhatsApp allows you to create broadcast lists to send messages to a group of customers without creating a group chat. This is ideal for sending promotions or updates to specific customers without generating the noise of a group chat.
2. Effective Use of States (Stories)
The WhatsApp Status feature is a very powerful way to engage with your customers. Since WhatsApp introduced the ability to add links to statuses, it has become a tool for increasing the visibility of products or services. Some strategies include:
- Post exclusive promotions only for those who view your statuses.
- Launch new products with a “swipe up” redirect to a checkout page.
- Tell stories about your brand or team, humanising your business to generate empathy.
3. Quick Responses and Automation
Quick replies allow you to save frequently asked messages and respond with just a few taps, which is especially useful for customer service. You can automate many common inquiries (schedules, pricing, product inventory) and focus on more personalized interactions.
4. WhatsApp as a sales channel
Thanks to the WhatsApp Payments option (in some countries), businesses can now sell directly within the platform. If your business has a catalogue, you can add a payment button and allow customers to complete their purchases without leaving the app.
If you don’t have this feature enabled yet, you can send links to your online store, use WhatsApp to close sales, or even manage product or service inquiries with a personal touch.
5. Offers real-time support
Customers expect quick responses, and WhatsApp is perfect for this. Through WhatsApp Business, you can automate welcome messages, set them to arrive after hours, and customise them based on the customer’s status (whether new, returning, etc.).
WhatsApp integrates with customer service platforms. This allows interactions to be automatically logged. This allows you to include them in a centralised system. This facilitates tracking and improves management.
Best practices for managing WhatsApp groups in your business
If you decide to use WhatsApp groups to communicate with your customers, it’s essential that you follow some practices to avoid saturation and maintain the quality of the interaction :
- Get prior consent: Make sure you ask for permission before adding clients to groups. No one wants to be added without their consent.
- Establish clear rules: If you use WhatsApp groups, define clear rules to prevent them from becoming chaotic. Establish conversation topics, posting times, and the group’s purpose.
- Don’t overwhelm your customers with messages: WhatsApp is a personal platform, so it’s important not to bombard your customers with information. Send updates only when there’s something important to share.
- Use multimedia messages: Videos, images, and voice messages can enhance engagement and make it more engaging. It’s important that these messages are high-quality and relevant to your audience.
Why continue using WhatsApp in your marketing strategy?
WhatsApp updates are becoming more comprehensive, allowing businesses to interact directly and effectively with their customers.
It’s not just a messaging tool: it’s an all-in-one sales, customer service, and marketing channel. With payment and catalog integration, the possibilities are even greater. Taking advantage of these new features can make a significant difference in how you engage with your audience.
If you’re not yet using the latest WhatsApp features for your business, it’s time to start. Stay up-to-date and take your customer experience to the next level.
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