The steps to follow for a successful campaign on WhatsApp

The use of WhatsApp as a communication tool with businesses is becoming increasingly widespread around the world, and the latest studies confirm this.

According to research conducted by Nielsen, a global leader in market measurement and analysis, among a sample of users from 14 different countries, 65% of people plan to increasingly use instant messaging apps, like WhatsApp, to communicate with businesses in the coming years. This data highlights how messaging is evolving from a simple personal interaction tool to a key channel for customer relationships. Even more significant, 53% of respondents stated that they are more likely to purchase from a brand that offers the possibility of contacting them via chat. In an era where speed of response and personalization are crucial, WhatsApp represents an extraordinary opportunity for businesses to establish a more direct and authentic dialogue with their customers.

But how can businesses make the most of this powerful tool? What are the necessary steps to set up a successful WhatsApp marketing campaign that can increase engagement and drive conversions? Let’s explore the six essential steps to create an effective strategy.

WhatsApp Marketing Campaigns: 6 Steps to Follow

Integrating WhatsApp into your marketing strategy not only allows you to reach a broader audience with relatively little effort, but it also improves the quality of your relationships with customers, making them more direct, personalized, and human. This approach not only stimulates engagement but also has a positive impact on sales and customer loyalty. So, let’s take a look at the six fundamental steps to creating an effective WhatsApp campaign.

1. Create Attractive and Personalized Promotions

Before inviting customers to engage via WhatsApp, it’s essential to plan appealing promotions that capture their attention. These offers should be well thought out, relevant, and most importantly, personalized based on user behavior and preferences.

One winning idea could be to create exclusive promotional packages or personalized discounts for special occasions, such as birthdays, anniversaries, or holidays. The most innovative companies are using instant messaging to offer a unique customer experience, providing real-time promotions or flash offers available for a limited time. The key is to grab attention and prompt immediate action.

2. Generate Personalized Links or QR Codes

An extremely effective way to encourage customers to engage with your business on WhatsApp is by creating personalized links or QR codes. This tool allows customers to start a conversation quickly and intuitively.

You can insert these links or QR codes on various channels, such as your company website, social media profiles, or newsletters. Once the customer clicks on the link, a conversation on WhatsApp automatically begins, simplifying the interaction. Furthermore, these actions can be integrated with targeted advertising campaigns on platforms like Facebook or Instagram, further expanding the reach of the campaign.

3. Start Sending Segmented Messages

The next step is to initiate direct contact with customers through segmented promotional messages. Thanks to WhatsApp’s labeling feature, you can categorize your audience into groups based on various criteria, such as purchase behavior, preferences, or geographical location.

This segmentation allows you to send personalized and relevant messages, which may include special offers, products related to previous purchases, or updates on the latest company news. Sending the right message at the right time is essential to maintaining customer interest and increasing the chances of conversion.

4. Leverage “Drip Campaigns”

“Drip campaigns” are very popular in email marketing but can be perfectly adapted for WhatsApp as well. These pre-set messages are automatically sent at strategic moments, such as after a customer completes a purchase or subscribes to a newsletter.

Drip campaigns enable a continuous flow of communication with customers, keeping them informed without overwhelming them. For example, a welcome message can be followed by personalized offers sent at regular intervals, naturally guiding the customer toward a purchase decision.

5. Request Customer Feedback

After establishing initial contact, it’s important to ask for feedback from customers. This can be done simply and effectively through WhatsApp, by inviting customers to fill out surveys or respond with a rating or comment on their experience.

Feedback not only helps you better understand your audience's needs and expectations, but it also offers an opportunity to constantly improve your services and products. Additionally, giving customers a direct channel to express their opinions makes them feel valued, which strengthens their loyalty to the brand.

6. Take Advantage of WhatsApp Stories

Another way to keep the conversation alive with your audience is by using WhatsApp Stories. Similar to Instagram Stories, these allow you to share content that disappears after 24 hours, creating a sense of urgency.

Stories can be used to show behind-the-scenes glimpses of your company, limited-time promotions, or exclusive content. This type of informal and temporary interaction can stimulate greater engagement and prompt customers to make quick decisions.

Create a Unique and Immersive Experience

In addition to following these steps, the most forward-thinking companies are experimenting with creative campaigns that integrate online and offline experiences, offering exclusive opportunities. For example, you can organize live events for loyal customers with the option to participate via WhatsApp, or offer time-limited discounts accessible only through the app.

A famous example is the “Absolut Unique” campaign, launched by Absolut Vodka, which combined a unique promotion with an exclusive experience reserved for those who interacted with the brand via WhatsApp. This type of approach can make every interaction with the customer more memorable and meaningful.

Ultimately, WhatsApp provides businesses with a powerful and versatile platform to build closer relationships with customers, increase engagement, and consequently boost sales. In an era where direct and immediate communication is essential, integrating WhatsApp into your marketing strategy isn’t just a good idea—it’s a necessary strategic step to stay competitive.