How to create more effective WhatsApp marketing campaigns?

With over 2 billion active users worldwide, WhatsApp has solidified its position as the most popular instant messaging app on the planet. Consequently, the platform has become one of the main communication channels between brands and consumers. In fact, a recent study conducted by the National Confederation of Retail Store Owners (CNDL) in conjunction with the Credit Protection Service (SPC Brasil) identified that approximately 67% of Brazilian businesses centralize sales on the app. The truth is that the speed and closeness that the feature offers create a unique opportunity for effective marketing strategies. 

According to Felipe Otoni, founding partner and CVO of SegSmart, a company aiming to optimize the sales processes of products and services online, transforming conversations on the platform into conversions requires much more than simply sending mass messages. "Businesses of any size and sector can find WhatsApp a powerful ally for engaging customers and boosting sales. However, besides a creative approach, it's essential to have a plan and know how to use the tool effectively," he says. 

Thinking about helping entrepreneurs stand out in digital communication with their clients, the specialist listed three fundamental tips for developing more effective WhatsApp marketing campaigns. See below: 

Don't underestimate audio transcription.

There are some tools on the market, like SegSmart Web Plus, a WhatsApp Web extension that optimizes lead management and increases sales by up to 93%, that provide audio transcription services. "This feature allows you to know what was said in the message before even playing the audio. In practice, this is a great way to increase communication efficiency, as well as facilitate data analysis that can provide valuable insights for entrepreneurs, enabling actions such as personalizing future interactions, identifying consumer behavior trends, and identifying areas for improvement," says Otoni. 

Think outside the box

Developed by the Japanese Taiichi Ohno for Toyota Motor Corporation, Kanban is an innovative method that consists of a project management structure using visual tasks to manage workflows. "To differentiate yourself from the competition, you need to think outside the box and seek disruptive strategies. Kanban, for example, can be applied to WhatsApp and allows for organized management of conversations, as it makes visualizing conversations easier and more practical, providing agility in customer service," explains the CVO. 

Bet on multi-users 

Tools that allow the entire sales team to use the same WhatsApp number will be increasingly sought after by users. "Team connection, tracking of service interactions, and the ability to transfer conversations between agents make customer service faster and more efficient. It's important to remember that today's customer seeks effective service. In other words, the sales team needs simplified, easy, and practical processes," notes the expert.