How companies are connecting to their customers is being revolutionized by WhatsApp for business.
It’s a free app that can reach over two billion WhatsApp users worldwide. Better yet, it’s easy to set up and allows you to chat with clients in the same way you’d talk to friends or family.
WhatsApp for business gives you tools that you can use to work smarter and further the growth of your brand. You can create a profile with company information, set up default replies or FAQs, and organize chats with labels. In short, these tools will make you far more efficient, saving your time and energy and driving business growth through enhanced customer engagement and streamlined communication.
It works with both phones and computers and, just like normal WhatsApp, you can message, call, and file share with customers at no extra cost.
What’s not to like?
In this guide:
What is WhatsApp Business?
Thanks to WhatsApp Business, companies are far better equipped to connect to customers. After all, almost everyone is on WhatsApp these days, so it makes sense to be in this space among other messaging apps.
WhatsApp Business comes in two forms: an app for small businesses and a platform for bigger companies.
Understanding the WhatsApp Business App vs WhatsApp Business Platform
The WhatsApp Business App is free to use, can be downloaded on both Android and Apple devices, and it’s ideal for small businesses. We’ll look at the app more closely later in this guide.
For larger companies, the WhatsApp Business Platform offers more advanced features such as automated messages, and it can be integrated into other messaging apps and business systems.
However, this does require approval from WhatsApp itself and can incur extra costs.
Key features of WhatsApp Business
Whether you choose the WhatsApp Business Platform or App, there are several useful features within WhatsApp Business that drive business growth. As a brand, you can share company information, location, as well as your website.
You can set up automated messages, which can be useful for FAQs and for when staff are away.
Labels can be used to categorize different chats, which brings more organization to your team. Then there are also catalogs, which allow you to showcase products and services.
Brands can also use broadcast lists to send the same updates to multiple customers at once. That’s far easier than copying and pasting the same message to each individual person. On top of it, the Platform version has features such as chatbots and CRM integration.
Why your business should use WhatsApp
If you’re evaluating whether to use WhatsApp Business, then read on. The platform is a really useful tool for growing your business and your audience. It provides a direct, personal channel to engage people and dramatically improve customer service. There are numerous success stories of businesses leveraging WhatsApp to enhance customer engagement and drive marketing success.
Benefits for small businesses
When used right, WhatsApp can be a game-changer for small businesses. This is mainly because it’s free to use and lets you reach customers on a platform that they’re already on for much of the day. Your marketing messages can pop up as notifications on peoples’ phones – talk about direct marketing! Success stories from various brands illustrate how effectively leveraging WhatsApp can enhance customer engagement and drive marketing success.
The ability to share photos, send quick updates, and offer real-time customer support all adds a personal touch that builds trust and loyalty.
Advantages for larger enterprises
When it comes to bigger companies, messaging apps like WhatsApp offer more advanced features that help you manage a higher volume of communication. The WhatsApp Business Platform allows you to integrate the app with your existing systems.
That means you can effectively plug your WhatsApp Business account into software like Brandwatch Engage and manage everything in one place: send automated messaging, get detailed analytics, and deliver a much smoother customer experience.
You can also handle more inquiries without losing the personal feel that is important to customers.
How to set up WhatsApp Business
It’s easy to set up WhatsApp Business. In just a few simple steps, you can be ready to connect with customers.
Step 1: Downloading and installing the app
First, download the WhatsApp Business App from your phone’s app store.
You need to verify your mobile number once downloaded and enter the country code with your number. It's often best to have a separate business account and phone number, so you don't get anything mixed up with your personal WhatsApp.
However, if you are already using WhatsApp personally, you can connect your business profile to that account. WhatsApp will guide you through transferring your chat history, so no conversations are lost.
Step 2: Creating a business profile
A business profile is for customers to recognize you on WhatsApp once you've set it up. You can add your business name, choose a category that best describes you, and upload a company logo.
You can also add your business address, a description, as well as email and website links. These details ensure customers can learn more about you.
Business hours are important to add as well so that customers have realistic expectations of when you can and can't be contacted.
Step 3: Setting up key features
There are several tools within the WhatsApp Business API that enable you to communicate really effectively with your audience. As well as quick replies, you can create greeting messages that are sent automatically when customers message you.
For example:
"Hi there! Thanks for your message. We aim to get back to all inquiries within 48 hours."
This is beneficial because you can set expectations of when you'll reply to customers. WhatsApp is a quick social messaging platform and users often expect instant replies. This key feature will help manage customer expectations and let you add a personal touch.
If you sell products or services, then a catalog should be created to showcase your offerings. You can put in photos, descriptions, and prices that make it easy for customers to browse.
Then, you should explore the different messaging tools available, such as away messages and filters. It'll help you manage customer chats more efficiently even when you aren’t working.
Best practices for using WhatsApp Business
When connecting with customers, WhatsApp Business can be a powerful tool with features that can boost engagement, sales, and satisfaction.
Engaging customers with personalized messages
Messages can be tailored to different customer needs, which helps you build rapport in your interactions. You can create templates for FAQs, which saves time whilst keeping it personable.
For example, a takeout restaurant receives a message about delivery times for items ordered online. The response might be:
"Hi there – thanks for reaching out. Our delivery times are usually 30 minutes to an hour. This gives us time to take your order, prepare and cook your food, and deliver it safely to your door. It won't be long now!"
Quick replies enable you to send out pre-written responses with just a tap. It speeds up replies but doesn’t make them robotic. Whilst you want to keep things professional, don’t be afraid to experiment with emojis and GIFs to add personality. Just don’t overdo it.
Leveraging the catalog feature to showcase products and services
The catalog feature is a fantastic way to showcase your products or services. Just make sure it stays up to date with high-quality imagery and detailed descriptions.
You can highlight new arrivals as well as best-sellers at the top. Share catalog items directly in customer chats when they ask about a product or service. It gives them instant access to pricing without having to go to your website or online store.
Consider themed collections when it comes to holiday seasons to inspire purchases at key times of the year.
Ensuring compliance with WhatsApp's terms of service
Consent is essential, and you should ensure customers have opted in for communication, providing clear instructions on how to opt out should they wish. You could face GDPR issues if you don't follow the guidelines.
Customers will get annoyed by messages that come across as spam – so focus on quality over quantity. If you only send one message out a week telling customers of a discounted item, then that could be the strategy that boosts your business.
Sensitive information shouldn’t be shared, such as credit card details over WhatsApp. Direct customers to secure channels – such as your website or a payment link like PayPal – if it’s required to do so.
Business profiles should be complete and accurate to ensure that customers have trust in your brand. Would you buy something from a brand with a half-complete profile? Probably not.
WhatsApp Business tips and tricks
Now you know the best practices for handling WhatsApp for business purposes, it's time to look at some ways to elevate your presence.
WhatsApp Business offers some really useful ways for you to connect with customers. Here are some key strategies to make the most of it.
How to use WhatsApp for marketing campaigns
Your business profile should showcase your brand identity. It's a great way to boost brand recognition, as your logo is the first thing people on WhatsApp will see. So, make sure that you add your logo, business hours, and a strong description of what your business is. Labels can be used to segment your audience and allow you to tailor messages to specific audiences.
Next, create a broadcast list to send updates to multiple customers at the same time. With this, ensure that your messaging is clear, concise, and doesn’t come across as spam. Your broadcast list should be GDPR-compliant and safely stored on your software or management system.
Finally, while media helps keep your messages engaging and appealing, always follow WhatsApp Business terms to ensure your content is appropriate. You could ruin your business reputation in one message if you get this wrong.
Integrating WhatsApp with your existing CRM
A big benefit of WhatsApp Business is that it has Customer Relationship Management integration that allows you to streamline your messaging to improve customer service. Brandwatch has an effective integration process that means you can manage every service conversation from the same place.
Tools to look out for are ones that allow you to view WhatsApp chats alongside other customer interactions. It's important to assign specific conversations to different team members, set up automated responses for customer queries, and track customer purchase history.
Ultimately, this creates a more personalized service, and keeps customer data in one place, making it easier to track a customer’s journey.
Using analytics to improve your WhatsApp strategy
WhatsApp has some fairly basic analytics available, but third-party tools like Brandwatch can offer more in-depth insights.
You get a deeper understanding of message open rates, response times, customer engagement levels, and popular conversation themes.
Detailed analytics like this will upgrade your marketing strategy. Once you understand how customers are engaging with you, you can tailor messaging and interactions to certain times of the day that match their preferences.
You should look at what content is performing the best (ie getting the most responses). It'll guide your future communications. By analyzing common customer questions, you can create FAQ messaging to give you a more efficient way of responding to them.
Regularly analyzing this data will help you identify and predict trends, improve customer service, and make decisions based on proven data.
Small business owners are always looking for innovative ways to reach their target audience. Well, WhatsApp for business might be the best way forward.
Frequently asked questions
WhatsApp for Business can be a very powerful tool for large businesses and small companies alike. These are some answers to common questions that come up regarding the app.
How do I set up a WhatsApp Business account?
The setup is easy: simply download the WhatsApp Business app from your device's app store. Once downloaded, verify your phone number. Enter key business information and choose a profile picture.
What features are exclusive to the WhatsApp Business app?
WhatsApp Business has some fantastic features available. If you sell products or services, you can create a product catalog, set up quick replies, and use labels to organize chats. It's possible to directly interact with users in a far smoother way than direct messaging on social media apps. You can use a tool like Brandwatch to get data on all your interactions.
Is there a web version of WhatsApp for Business available?
Yes, you can use WhatsApp Business on your computer. Go to web.whatsapp.com in your browser. Open WhatsApp Business on your phone and scan the QR code on the website. This links your account, so you can chat from your computer.
What are some best practices for using your WhatsApp Business account effectively?
Respond to messages quickly to keep customers happy. Use labels to sort chats by topic or urgency. Set up quick replies for common questions. Keep your business profile up to date with correct information. Use the catalog feature to showcase your products or services. Make sure you are GDPR-compliant.
How do I update my WhatsApp Business app to the latest version?
To update WhatsApp Business, go to your device's app store. Search for the app and look for an "Update" button. Tap it to get the newest version. You can also turn on automatic updates in your app store settings to always have the latest features.
