The use of WhatsApp to capture leads and business closure has become a trend between e-commerce companies and B2C. According to the “Panorama of Marketing and Sales 2024”, held by RD Station70% of Brazilian companies use the platform.The result shows growth compared to 2023. 

According to the study, 70% of respondents stated that the use of the application has a higher success rate in contact with leads, followed by face-to-face visit (32%) and telephone (31%). The proximity to the customer and the humanization of the service are pointed out as benefits of WhatsApp.

With the possibility of sending images, audios and videos, the language becomes more friendly and allows you to increase the connection. Simple and fast usability allows the seller to respond to other customers while waiting for a response. In this way, the productivity of the sales team becomes greater, reducing the time with commuting or longer conversations by phone.

The CMO of RD Station, Bernardo Brandao, highlights the versatility of the tool, which can be used since the capture of leads, passing through the nutrition of these contacts until the follow-up sales & after-sales.

The potential of using the application is considered very high, since it is installed on the smartphone of 99% of Brazilians, according to the survey Panorama Mobile Time, developed by Opinion Box. To integrate WhatsApp into operations and make it available to customers, you can insert it into one link in bio social networks or on the e-commerce website itself. 

The opportunity has been taken advantage of by companies. According to the CEO of Sandwiche, link in bio company, Luiz Fernando Diniz, among the main links registered by users are those of products and services that direct to a number of store Whatsapp.

 “Our business model revolves around facilitating commerce guided by content creators”, he explains. “Ousers who use Sandwiche to diversify their source of income, 41% offer product and service links, 37% recommend brand affiliate links, and 32% display links to their infoproducts such as courses ebooks and videos.”

Communication channels

The survey of Opinion Box it also shows that 80% of respondents use WhatsApp to communicate with brands. Among the main purposes are the search for information (82%), technical support (68%) and the purchase of products and services (57%).

Following are Instagram, used by 61% as a way of contacting companies, the 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 public and improve the customer experience.

Version of app offers functionalities for business

The WhatsApp Business it is a version of the application developed to meet the needs of companies and businesses. For this, features are offered that facilitate interaction and management of operations, such as the creation of product catalogs and profile configuration with information such as opening hours, description and address, as information provided by WhatsApp on its website.

To organize and easily find the conversations and messages exchanged with the customer, the Brazilian Micro and Small Business Support Service (Sebrae) recommends taking advantage of the “iquetas” function. 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 talked before. If it is a second conversation, it is possible to better direct the service, increasing the connection by calling him by name or knowing if he has already been informed about the values of the products.

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 journey and classify the services as the first demonstration of interest, payment made, pending payment, order delivered and so on. 

Attention to sending messages  

Strategies for good use of the app should go beyond create link to whatsapp in social networks and keep in touch with the public in private. The orientation is to take advantage of the potential of available resources, such as sharing information, promotions in the status and sending automatic messages for warnings or greetings.

According to the survey of RD Station, the main feature used is the manual sending of individual messages or by broadcast lists. The functionality allows you to send a single message to multiple clients by creating lists with selected contacts.

However, one must be careful with possible exaggerations. Sebrae points out that there are entrepreneurs who use the WhatsApp Business mistakenly, sending many messages to the customer, with long and confusing texts. 

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 you need to understand the customer profile.

In addition, the speed of responses is essential to clarify doubts and offer solutions. The company can set up automatic responses if it is not possible to respond immediately.

In recent years, a trend has been highlighted among successful entrepreneurs that goes beyond traditional branding strategies. Increasingly, women entrepreneurs have sought to integrate brand sophistication with personal development, an approach that strengthens the position of their business in the market and, in parallel, changes their personal lives.

The key to this approach is to transform a common business into a brand of desire, capable of capturing attention not only for the product or service offered, but for the identity and values it conveys. This transformation goes beyond the quality of the product, including engaging and authentic narratives allied with the target audience.

Personal impact on business growth

Currently, in addition to the visual aspect of the brand, the integration of personal development has proven essential for sustainable business success.Many entrepreneurs who invest in their personal growth improve their management skills and strengthen their resilience and ability to adapt to market changes.

According to Tatiana Mika, expert in sophistication and brand positioning, this integrated approach is what increases the authenticity of the business. “When working with women entrepreneurs, I emphasize the importance of connecting with their personal values and integrating them into the identity of their brands. This strengthens the message they want to convey to the world of”, he highlights.

Branding and neurolinguistics techniques

Sophistication is not limited to aesthetics or marketing strategies alone, it involves advanced branding methods that deeply explore consumer psychology, such as neurolinguistic programming (NLP), which explores how language influences thoughts and behaviors, helping to identify patterns that indicate consumer preferences and motivations.

According to Tatiana, when applied authentically and faithfully to brand values, NLP can help adjust the language and communication tone of a brand to better align with the expectations and values of the community where it operates, creating lasting connections and influencing purchase decisions. “This strategy increases the effectiveness of marketing campaigns and strengthens brand perception as a reliable ally of its consumers or users”.

Female entrepreneurship

One of the most important aspects of the integrated approach is its transformative effect on the lives of women entrepreneurs.By aligning their personal identities with their brands, they evolve their businesses and inspire new generations of entrepreneurs.

With the personal development of female leaders, a cycle of empowerment and empowerment of women is created. “A personal journey of growth and overcoming challenges not only strengthens a leader but also inspires other women to follow in her footsteps, creating a positive impact on the society”, Tatiana points out.

About Tatiana Mika

A mentor of brands and pioneer in the integration between sophistication and personal development, Tatiana Mika began her career as a businesswoman transforming the simplest object of a house into an item of desire, drawing the attention of the most relevant media with her brand, the Dish Cloth etc.

Graduated in Hotel Management, with advanced studies in Branding by ESPM and entrepreneurship by the Getulio Vargas Foundation, the specialist stands out in the market for her unique ability to turn businesses into brands of desire.

With rich international experience in Tokyo and Los Angeles, in addition to having studied with one of the most renowned Branding experts in the world, she offers a unique global perspective on her mentoring. Her holistic approach, supported by deep NLP skills, allows her to significantly raise the potential of her clients, impacting not only their businesses, but also their personal and family lives.

As a businesswoman and leader in brand sophistication mentoring, Tatiana is recognized for creating learning environments that act as true catalysts for change, empowering women entrepreneurs to design their brands with authenticity, simplicity and elegance. She is dedicated to respecting and celebrating the individuality of each woman, guiding entrepreneurs to excel in a competitive market, while remaining true to their values and essence.

Rebranding has become a key strategy for companies seeking to remain relevant in an increasingly competitive market.By redesigning their image, a brand can revitalize its positioning, attract new audiences and adapt to changes in consumer behavior.

Although it requires a commitment to major changes, rebranding can be a powerful mechanism for reaffirming your values. In addition to making them more visible to the public, this change also has positive effects internally, as it helps to solidify business priorities. These, in turn, become part of the organizational culture and can even improve the self-esteem of your workforce.

Ana Celina Bueno, marketing specialist, partner and founder of Access Communication, explains that rebranding should not be seen as a simple aesthetic change, but as a strategic evolution.“O rebranding is more than changing the logo or colors of a brand. It is a deep process that involves understanding the moment of the company, consumer behavior and market trends. This alignment is essential for the brand to continue to dialogue with its audience, so it requires a lot of study and preparation”, he points. 

Identify the right time for rebranding

Understanding when the ideal time to perform the rebranding is one of the biggest challenges for companies. Changes in the market, such as the entry of new competitors or the change in consumer values, may indicate the need for a new approach.In addition, image crises or the perception that identity is outdated are warning signs that should not be ignored.

It is not today that global brands use these strategies to position themselves in the market. Apple has embraced minimalism across its product line, while Pepsi has recently invested US$ 1 million to revitalize its logo and position it with a brand that uses less sugar. These bets have the power to change consumers' perception of a company's products and services, regardless of its dominance in the world or regional market.

Rodne Torres's, Creative Director of Access Communication, highlights that rebrandings made at the wrong time can be harmful to a brand. On the other hand, failing to invest in a repagination of a company's identity can send a negative message to its consumers. “A brand that does not follow the cultural and behavioral changes of its audience risks becoming irrelevant. The rebranding is an opportunity to reconnect with consumers and reaffirm the purpose of the brand. However, this decision must be based on data and solid knowledge about the business and the customer”, he points out.

Financial challenges and considerations

Despite the benefits, rebranding brings challenges that cannot be ignored, especially with regard to the costs involved. The implementation of a new visual and verbal identity requires considerable investments, which requires budget planning. After all, this is a job that goes beyond updating the logo and applications, but it is also made the review of how the brand speaks from the point of view of text, expressions and content.

Rodne Torres highlights the importance of choosing the right time for this strategic move.“O rebranding should be carefully planned so as not to overwhelm the company.It is critical to assess whether the company has the necessary structure to sustain this transition without compromising its” operations, he recommends.

These necessary precautions reflect the importance of renewing a brand, a movement that can mean a turn of the page in terms of identity and even positioning in the market. When done at the right time, rebranding has the potential to revitalize the consumer's view of a company, which remains more alive and fresh in its references.