It is essential to use the WhatsApp Marketing strategy, but it cannot be isolated from other Digital Marketing actions. Understand the reasons here!
WhatsApp Marketing is the strategy that uses WhatsApp as a marketing channel to sell its products, services and other solutions. It is made from personalized and individual messages, using the resources available in the application focused on business profiles, WhatsApp Business.
Blue World City have already realized that working with the WhatsApp Marketing strategy is one of the best ways to expand their contact base, close new sales and facilitate communication with potential customers. However, there is a mistake that your company cannot make: using WhatsApp in isolation, without the help of other Digital Marketing actions.
“But I’m just using WhatsApp to close new sales and occasionally I get a client.” How about increasing your sales volume, both on WhatsApp and on other channels, by performing simple actions?
The purpose of this content is precisely to present a way of working with this channel together with other actions in the digital environment. This can be done through the actions of Email Marketing, Social Networks or content creation. Following this path will provide benefits for you and your company, such as:
- Optimize your time;
- Increase sales volume;
- Ensure recurring sales, without the need to keep responding to all contacts in isolation;
- Create a robust growth strategy, using the connection with other Digital Marketing actions.
You can create a complete plan that transforms WhatsApp Marketing actions into your main personalized communication channel. But in parallel, you continue to impact your contacts through other strategies used together.
How important is the union between your WhatsApp Marketing strategy and Digital Marketing?
Despite being one of the applications we use most throughout the day, WhatsApp is not the only one. Certainly your audience will follow the Instagram feed and the emails that arrive in their inbox several times , just to name a few examples. That means your audience can also be impacted through other marketing channels.
In fact, it is recommended that you diversify your strategies as much as possible. You need to act in different spaces to ensure that you will get your audience’s attention in the best possible way.
Staying on just one channel – mainly on WhatsApp, which is widely used for exchanging personal messages – can be a risk for your operation. There are great chances of your messages getting lost among so many others if you don’t diversify the ways of contacting.
In summary, making this join is important for two reasons:
- Ensure that you have good results with WhatsApp, using the channel in the right measure.
- Keep your audience’s attention throughout the buying journey, increasing your conversion rates.
We know that one of the main difficulties for those who only use the WhatsApp strategy in their daily lives is the lack of practice with other channels. But to solve this problem, you can use one of the main Marketing Automation tools in the market: RD Station Marketing, which, in addition to making your website’s visitors service much faster through the WhatsApp Button , also provides functionalities intuitive to start investing in other Digital Marketing actions right now.
Results you fail to achieve using the isolated WhatsApp strategy at each stage of the sales funnel
When we talk about Digital Marketing, we immediately remember that our strategies are divided into a sales funnel with three stages: Top of the Funnel, Middle of the Funnel and Bottom of the Funnel.
For each of them, your contacts and Leads are at a different time in the purchase journey. While some do not even know yet that they have a problem that their company can solve, others have already identified that they have this problem, they know the possible solutions and may be in the process of choosing one of them.
Bringing this concept to the actions that are carried out from the communication with WhatsApp, it is clear that many companies still work in isolation and fail to achieve even better goals and results at each stage of the funnel.
Mistakes go through work focused only on WhatsApp, instead of using a unified strategy with all other actions.
Here are some examples of the results you can achieve and what mistakes are preventing your company from achieving them, making this division between the three stages of the funnel.
1. Result at the Top of the Funnel: Capture Leads
Using the WhatsApp Marketing strategy in isolation, your Lead capture and management process is probably based on a sequence of actions like this:
- Receive a message via WhatsApp;
- Submit a series of questions to capture more information;
- Wait for each answer;
- Post the data in a document or spreadsheet.
By unifying your strategies, you will be able to capture Leads quickly and automatically. But what error prevents this from happening today?
Error 1: Not using a Landing Page or other form feature to capture to contacts
At the top of the funnel, we have two very specific goals: to show that the audience has a problem and to generate new Leads.
With the WhatsApp Marketing strategy, it is possible to work at this stage to deliver content and other types of media to your contacts, in order to educate them about a particular problem. But to avoid this manual work of managing each contact’s information, you need to use the Landing Pages.
Through them, you already create a complete form, with all the information you need to receive. In addition, it guarantees the inclusion of this data in your Marketing Automation tool, all automatically.
In addition to the Landing Pages, there are also other features that can help you capture new contacts. The WhatsApp Button, a feature available in RD Station Marketing, for example, is a floating icon on your website that allows you to capture information from visitors who want to contact your company.
In this way, you can use other relationship strategies, as you will see below, to make your WhatsApp contacts a first step towards future sales.
2. Result in the Middle of the Funnel: Improve conversion rates by maintaining communication with segmented contact bases
Customizing the message for each contact, according to the moment they are in the purchase journey, is a fundamental step in the Middle of the Funnel.
In addition, you need to make a different type of communication for each type of problem your audience has, especially if you work with several different products and solutions, in order to improve your conversion rates.
Therefore, there is a common mistake that happens with companies that focus only on the use of WhatsApp.
Mistake 2: Making the same communication for all your contacts
Sending the same message to all contacts is a serious mistake in any marketing strategy. And that is through WhatsApp or any other digital channel.
As we have seen, some already know that they have a certain problem and that they need to solve it somehow. Others, however, have not yet gone through the education process at the top of the funnel.
In this case, using only WhatsApp doesn’t allow you to do more advanced segmentations, and it doesn’t communicate through other channels.
This error can be avoided through the Leads segmentation functionality of your Marketing Automation tool. With it, you can choose a specific factor or a question among those that are present in your Landing Page form or in other data capture resources to divide your contact base into groups.
These divisions will depend on the information you want to capture from your contacts. But do you realize that the greater the number of contacts, the more work you would have to do this division manually? Not targeting your contact base is what separates you from even better conversion rates!
3. Result in the Funnel Bottom: Store all information to reduce the closing time of the sale
We arrived at the Bottom of the Funnel. And yes, putting together the strategies we’ve seen so far, the most important result you can achieve is reducing the average time to close a new sale.
It is common for the Sales team to communicate via WhatsApp with contacts who are already in the Funnel Fund stage. But to ensure this great result for your operation, it is important that the entire Lead history is saved.
With all the information in hand, it’s much easier to use triggers to close new sales much faster.
Mistake 3: Not using a CRM connected with your Marketing Automation tool
In the Sales area, one of the reasons that negotiations take time to be completed is the need to validate information that had already been passed on before.
This means that one of the mistakes made is allowing sellers to communicate with potential customers, but keeping the information restricted to WhatsApp. In this way, the manager cannot have visibility of the progress of negotiations and messages often end up getting lost.
If there isn’t a reliable database of all your Leads, including the exchange of contacts between your company and each one of them, it’s even more difficult to close a new sale, do you agree?
Therefore, in addition to uniting your strategy with other Digital Marketing actions, you can also use a CRM.
That’s where you can import all the information you got from your Marketing work and still manage the stages of your Sales strategy. This includes all message exchanges – including those made via WhatsApp.
Go beyond WhatsApp Marketing by creating a cross-channel strategy
After knowing the mistakes that prevent your company from achieving even better results, expanding your strategies beyond WhatsApp Marketing, we hope you can make this junction with other Digital Marketing actions to leverage your sales.
For this, it is essential to have a Marketing Automation tool that allows you to use several of the different features we have seen here, from the creation of Landing Pages, through the storage of information from each of your Leads, to the advanced segmentation part.
So, be sure to click on the banner below and take your free trial of RD Station Marketing to experience the efficiency of features like Landing Pages creation, WhatsApp Button and more. It is the market leader tool according to the B2B Stack, all in one to manage and automate your Digital Marketing actions and increase your results!