WhatsApp status can be an effective marketing strategy for businesses

Influencer marketing - strategies that use digital influencers to connect a brand with the public - is efficient and accessible for smaller companies as well.This is what explains consultant Paula Tebett, a digital marketing specialist with 15 years of experience and a professor of MBA courses.

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

The expert points out that the first step for a company that wants to adopt influencer marketing is to identify influencers whose profile aligns with the characteristics of the audience with which it intends to communicate. By influencers, one should not only understand celebrities, but also opinion-forming people in certain niches or locations.

Thus, the strategy is applicable not only for large companies, because it is possible to hire opinion leaders at smaller scales. What is fundamental, reiterates Paula Tebett, is that the influencer or influencer “ is to do with the brand”, that is, the target audience should be observed when selecting an influencer. “It is necessary to locate the right influencers, from specific niches.”

Thus, the primary issue is not the number of followers on social networks. The first point to be analyzed is whether what the influencer or influencer communicates, how they position themselves, how they act, is in convergence with the purposes of the brand.

For influencer marketing practices, a recurring misconception, notes the consultant, is in the content assigned to the influencer or influencer, as well as in the forms of placement. “It is no use, for example, asking the influencer to be doing [instagram resource]’ [instagram resource] for doing. It is important that it is content that generates identification between followers and the influencer”, he underlines.

Paula Tebett draws attention to a tool with great potential, but usually little explored: the WhatsApp “status’. “Almost no one sees that it can be an” strategy, she says, mentioning her own successful experiences with the use of this feature. “When I use it, I receive many return messages.”

The expert also considers it essential that a company has automated and centralized communication channels for the relationship with consumers and customers. She exemplifies, citing how it is common for companies to receive a comment or message from a consumer on Instagram and respond by asking them to contact WhatsApp.

“A person [in most cases] will not do this. This is one of the most common mistakes that companies can not make. There needs to be this automated centralization by the company and not be taking the customer from one place [communication channel] to another”, he warns.

In this sense, Paula Tebett highlights the importance of platforms such as Poli Digital, whose technological solution integrates WhatsApp, Instagram and Facebook communications, enables the use of the same number by several attendants and allows the creation of flowcharts and automations for customer service, among other features. Poli Digital is an official partner of Meta, the group that owns WhatsApp, Instagram and Facebook.