An article tells you that you should pay attention to the underlying logic of WhatsApp marketing

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Preface

An important reason why WhatsApp marketing has not been popular in China is that it is not like Facebook and Google advertising, nor is it like Amazon's global stores, because these large-scale and mature service providers rely on the ecological chains of Facebook, Google and Amazon to construct their own business blueprints and create beautiful business success stories to fuel the momentum. And what about WhatsApp? Because its founding team has been extremely resistant to monetization, it missed the opportunity to turn WhatsApp from a single tool into a platform. It was not until recently, when its parent company Facebook put commercial activities such as WhatsApp business accounts, WhatsApp payments, etc. into a global layout that its various ways of playing became gradually familiar and valued by everyone. The picture accompanying the historical article has expired In the past, very few people talked about WhatsApp marketing in China, and everyone’s understanding of WhatsApp was relatively limited. They thought it was just an ordinary chat tool, but in factWhatsApp has great potential, and everyone can benchmark it against domestic WeChat. Moreover, there are already a number of Internet and financial companies engaged in cross-border sales marketing, cross-border e-commerce and global expansion, and they have accomplished a lot by using WhatsApp. Today we won’t talk about the specific gameplay of WhatsApp. Let’s talk to cross-border sellers and global expansion people about several underlying logics of WhatsApp marketing that you should pay attention to. The picture accompanying the historical article has expired

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Advertisers face bottlenecks in increasing traffic

The advertiser here is a relatively broad concept: whether you are a virtual product global expansion or a goods exporter, whether you are a game global expansion, tool global expansion or financial global expansion, whether you are a cross-border sales B2B or a cross-border e-commerce B2C, whether you are a platform e-commerce or an independent website, you are one of the many advertisers looking for effective traffic. Under the current situation, everyone is facing a problem, that is, while the price of traffic is rising, the growth of effective traffic is also slowing down or even stagnating. Everyone knows the marketing funnel. In the past, when we did marketing funnels and advertising data analysis, no matter how fine the granularity, many people would reach the step of closing the deal, even if the KPI was completed, because that wasDuring the bonus period, when you are making money, who would think of doing user operations and brand accumulation? All that comes are traffic and leeks, and they are not human beings. The picture accompanying the historical article has expired But now many marketing or growth teams are no longer there. Now the granularity needs to be more detailed, and the funnel is getting deeper and deeper. As for how deep it is and how precise the granularity is? Let me give you an example: I have a friend who sells goods in WeChat Moments, which many people disdain. They think they are the kind of people who post advertisements in Moments and go viral, and then they don’t bother to associate with them. The picture accompanying the historical article has expired It is understandable for ordinary people to think so. If you are a marketer and you think so, then you really need to reflect on yourself. So how do they do user operations? They will tell when everyone added them as friends, when the first order was transacted, and what was the value of the product at the unit price of the transacted customer? Whenever you recommend your friends to join your WeChat account, you will be tagged in detail about the sales performance of the people recommended by different friends. Even when these customers post content in their Moments, as long as there is something potentially valuable to the transaction, such as the date of their birthday, the date of their parents’ birthdays, what food they like, which celebrity, the increment of these Moments will be noted, and then user classification will be done, and then targeted Moments marketing and community marketing will be done. After hearing this, I thought to myself,This is not a micro-business! This is obviously user-operated, right? I would like to ask the authors who read this article, do you treat your operational data with such fine granularity? Do you still dare to disdain them? This is the domestic WeChat ecosystem, social marketing。 The picture accompanying the historical article has expired What about the current situation abroad? At present, there are quite a few mainstream overseas marketers doing remarketing, mainly in the cross-border sales B2C field. For example, there are email remarketing, precise advertising retargeting, etc. But doing so is actually far from enough. Because in doing so, we are always reaching out nakedly with our products. And the cost of reach is also increasing. For example, I am good at retargeting ads in the field of digital advertising and marketing. In fact, in the past two years, the dividends have gradually turned into a red ocean. The result of the bidding is that the platform makes a lot of money. Many advertisers are killed, and the Matthew effect is very strong. Then when traffic enters the stock era and traffic prices remain high, what kind of remarketing is the real traffic depression? The answer is to divert traffic to the IM tool’s chat list + community. So which tool should you choose for chatting?Generally speaking, Facebook Messenger is the first choice in North American countries. East Asian countries basically have their own IM tools, and foreign cultures cannot penetrate it; but what about other countries? Such as Europe, South America, Southeast Asia, Africa, South Asia, etc. We all have the option to use WhatsApp. I have a friend who works for Amazon herself. Because Amazon’s operation has a relatively high demand for reviews, she uses it for her five European sites.Facebook Advertising + WhatsApp Chat OrderThis method successfully accumulated a large number of natural buyers on WhatsApp and then made reviews. At present, she has allocated part of her energy to provide reviews services. She is also very worry-free about this part of the business. She only needs to find a seller in China to take the order every day, and then dispatch the order in the WhatsApp group. And until now, she is not worried about the traffic problem at all, because her WhatsApp community marketing has been established, and relying on a set of incentive algorithms to motivate old users, the traffic brought can maintain her business. This is the charm of social marketing built on the WhatsApp platform. Let’s summarize,In the era of traffic stock, the price of traffic increases and the effective traffic decreases. In order to improve the efficiency of our reach, let users dispel their trust in us more quickly, and at the same time reduce the cost of our reach during remarketing, IM tools such as WhatsApp that can efficiently reach users and establish emotional connections with them will be our only choice.If you don't use it, someone will naturally delve into new ways of playing it, and you will be left behind.

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WhatsApp’s journey from tool to platform

Analysts in the Internet circle often compare WhatsApp with WeChat. They were all instant messaging tools based on address books at first. Now they have a huge number of users and are very successful. In the era of mobile Internet, their penetration rate is extremely high. But it is undeniable that WhatsApp’s commercialization path has not been as successful as WeChat’s over the years. WhatsApp, which has 2 billion users, is currently driven by its parent company Facebook, and has begun to gradually transform from a single chat tool to a platform and commercialization: WhatsApp launched the WA Business account and Business API for merchants in 2018; during this period, it also launched WhatsApp payment in India; Facebook began to connect Facebook page, WA Business and Instagram business homepage... All these actions show us that Facebook is determined to integrate WhatsApp into its business building.The future of WhatsApp is likely to be the same as WeChat in China. It is no longer a simple instant chat tool, but a platform involving people's online and offline lives. As Zuckerberg said on the occasion of the launch of WhatsApp Pay in India: The picture accompanying the historical article has expired Faced with Facebook’s global layout on WhatsApp, in the future, as Facebook and Instagram will increasingly open traffic entrances to WhatsApp and iterate and optimize WhatsApp’s own platform. It is inevitable for businesses to attract users to WhatsApp.In the era of overseas owned audience operations, WhatsApp will also be indispensable。As for what to do? Every global expansion person faces his own market and should have his own choice in his heart. The picture accompanying the historical article has expired

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User choice

Let me first share with you some data from Beluga global expansion.76% of social media users in Indonesia, the largest market in Southeast Asia, are accustomed to shopping through social software. In fact, shopping through social media is not a new thing. There are many people in Europe and the United States. Otherwise, the Shopify + Facebook traffic model would not have become popular in the past few years. What does this data show? This is reflected in the aspect of WhatsApp connected to Facebook, which shows that when users have pre-sales consultation and after-sales issues before purchasing, the first choice is no longer the model where we used to buy things on foreign websites and fill out a ticket and send an email after a sale, butThey prefer to use WhatsApp or Facebook Messenger to quickly resolve doubts before sales (because Facebook has directly and completely connected these), and then get immediate feedback when encountering problems after sales.。 I have a deep understanding of this myself, because I am engaged in cross-border and global expansion business. Therefore, when I buy things, I often buy directly from the official websites of foreign brands or department stores. When I encounter problems, I contact them directly on their Facebook Page. The instant after-sales message sent to them is much faster than email feedback. At the same time, you can set up quick reply templates on WA Business. Sometimes some common problems can be solved by a set of question template links. From a business perspective, it can also greatly improve efficiency. When users choose to find merchants to solve their problems on the platform where they have been immersed the longest and use it most frequently, they are improving their efficiency in solving problems. Merchants will do what they want and provide the shortest path for pre-sales and after-sales feedback. The picture accompanying the historical article has expired And through instant chat tools, it is more convenient and cost-effective to reach users multiple times and again, carry out efficient marketing activities, content output, etc., to improve customers' brand awareness and establish emotional connections with customers. This is an inevitable trend.

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Summary

Finally, let’s summarize the core of this article: Why should everyone plan WhatsApp marketing? 1. In the traffic stock market, merchants must choose and advance their operations. 2. The transformation of WhatsApp from a single tool to a platform is inevitable, and keen merchants must plan ahead for the possible dividends. 3. Users use WhatsApp with high frequency and high immersion time. If users choose WhatsApp, merchants can just do what they like. ^ ————————————————————————————————-

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