O status do WhatsApp pode ser uma estratégia eficaz de marketing para empresas

Influencer marketing—strategies that utilize digital influencers to connect a brand with its audience—is effective and accessible for smaller businesses as well. This is explained by consultant Paula Tebett, a digital marketing specialist with 15 years of experience and an MBA professor.

Paula Tebett offers tips and guidance in episode 8 of the Conexão Poli Digital series – a series of live videocasts hosted by Poli Digital, a platform that automates and unifies communication channels between companies and customers. The episode and the entire series are available for free on YouTube at https://www.youtube.com/@poli.digital.

The expert emphasizes that the first step for a company wishing to adopt influencer marketing is to identify influencers whose profiles align with the characteristics of the target audience. Influencers shouldn't just be understood as celebrities, but also as opinion leaders in specific niches or locations.

Thus, the strategy applies not only to large companies, as it's possible to hire influencers on a smaller scale. What's crucial, Paula Tebett reiterates, is that the influencer "relates to the brand," meaning the target audience must be considered when selecting an influencer. "You need to find the right influencers, from specific niches."

Therefore, the primary consideration isn't the number of social media followers. The first point to consider is whether the influencer's communication, positioning, and actions align with the brand's goals.

For influencer marketing practices, the consultant notes that a recurring mistake lies in the content assigned to the influencer, as well as the delivery methods. "There's no point, for example, in asking the influencer to create 'stories' [an Instagram feature] just for the sake of it. It's important that the content generates identification between followers and the influencer," she emphasizes.

Paula Tebett highlights a tool with great potential but often underutilized: WhatsApp status. "Almost no one sees it as a strategy," she says, citing her own successful experiences using this feature. "When I use it, I get a lot of response messages."

The expert also believes it's essential for a company to have automated and centralized communication channels for customer relationships. She gives an example by citing how it's common for companies to receive a comment or message from a customer on Instagram and respond by asking them to contact them via WhatsApp.

"In most cases, people won't do this. This is one of the most common mistakes companies can't make. The company needs to have automated centralization and not keep moving customers from one place [communication channel] to another," he warns.

In this regard, Paula Tebett highlights the importance of platforms like Poli Digital, whose technological solution integrates WhatsApp, Instagram, and Facebook communications, enables multiple agents to use the same number, and allows for the creation of flowcharts and automation for customer service, among other features. Poli Digital is an official partner of Meta, the group that owns WhatsApp, Instagram, and Facebook.