The use of WhatsApp for lead generation and closing deals has become a trend among e-commerce companies and B2C. According to the ‘Marketing and Sales Overview 2024’ study conducted by RD Station, at least 70% of Brazilian companies use the platform. The result shows growth compared to 2023.
According to the study, 70% of respondents stated that using the app has a higher success rate in contacting leads, followed by in-person visits (32%) and phone calls (31%). The proximity to the customer and humanization of service are cited as benefits of WhatsApp.
With the ability to send images, audios, and videos, the language becomes more friendly and allows for increased connection. The simple and fast usability enables the seller to respond to other customers while waiting for a reply. This way, the productivity of the sales team increases, reducing time spent on travel or lengthy phone conversations.
The CMO of RD Station, Bernardo Brandão, highlights the versatility of the tool, which can be used from lead generation, through nurturing these contacts, to sales follow-up and after-sales.
The potential of using the application is considered very high since it is installed on 99% of Brazilians’ smartphones, according to the Panorama Mobile Time survey developed by Opinion Box. To integrate WhatsApp into operations and make it available to customers, it is possible to include it in a link in the bio of social networks or on the e-commerce site.
The opportunity has been seized by companies. According to Sandwiche’s CEO, a link-in-bio company, Luiz Fernando Diniz, among the main links registered by users are those of products and services that lead to a store’s WhatsApp number.
“Our business model revolves around facilitating commerce guided by content creators,” he explains. “Of the users using Sandwiche to diversify their income source, 41% offer links to products and services, 37% recommend affiliate links from brands, and 32% display links to their info products, such as courses, e-books, and videos.”
Communication Channels
The Opinion Box survey also shows that 80% of respondents use WhatsApp to communicate with brands. Among the main purposes are seeking information (82%), technical support (68%), and purchasing products and services (57%).
The sequence includes Instagram, used by 61% as a way to contact companies, Facebook Messenger and Telegram, both with 55%. The results highlight the need to consider multiple platforms in business strategies to strengthen the relationship with the audience and improve the customer experience.
App version offers features for businesses
WhatsApp Business is a version of the application developed to meet the needs of companies and businesses. For this purpose, resources are offered to facilitate interaction and operations management, such as creating product catalogs and configuring the profile with information such as operating hours, description, and address, as per information provided by WhatsApp on its website.
To organize and easily find conversations and messages exchanged with customers, the Brazilian Service of Support for Micro and Small Enterprises (Sebrae) recommends taking advantage of the “labels” feature. The application allows you to create them with different colors or names and add them to conversations.
Thus, when contacted by a customer, the company can verify if it is the first contact or if they have spoken before. If it is a second conversation, it is possible to better direct the service by increasing the connection by calling them by name or knowing if they have already been informed about the product prices.
The platform allows the creation of up to 20 labels. Sebrae indicates that, with them, it is also possible to visualize the stage of the consumer’s journey and classify the attendances as first demonstration of interest, payment made, pending payment, order delivered, and so on.
Attention to sending messages
The strategies for the good use of the application should go beyond creating a link for WhatsApp on social media and maintaining contact with the audience privately. The guidance is to take advantage of the potential of available resources, such as sharing information, promotions in statuses, and sending automatic messages for notices or greetings.
According to the survey by RD Station, the main feature used is the manual sending of individual messages or through broadcast lists. The functionality allows sending a single message to multiple customers by creating lists with selected contacts.
However, it is necessary to be careful with possible exaggerations. Sebrae points out that there are entrepreneurs who use WhatsApp Business incorrectly, sending many messages to the client, with long and confusing texts.
The practice should be avoided, and actions planned in a way that does not tire the consumer. The recommendation is to be clear and direct, using creativity to attract attention so that all information is read. Emojis can also be used to convey a tone of informality and relaxation, but it is important to understand the customer’s profile.
In addition, speed in responses is essential to clarify doubts and offer solutions. The company can set up automatic responses if it is not possible to respond immediately.
