Did you find that when we do WhatsApp marketing, we are essentially doing these two things?

Any company’s marketing to WhatsApp customers focuses on these two aspects:

• One is the marketing of new customers. Whether it is Google advertising, FB advertising, exhibition marketing, social media content marketing, etc., it is all to expand new customers, which is also the focus of enterprise WhatsApp marketing.
• The second is marketing to existing customers. That is, customers who have been added to the company's WhatsApp customer service account or group. They may be old customers who have made purchases, or they may be potential customers who have made inquiries but have not placed an order. In short, these are precise customer groups that companies can reach at a low cost, and they are also the most common WhatsAppowned-channel marketing targets.

For a long time, service providers and enterprises themselves have focused on adding new customers. However, with the disappearance of Internet growth dividends and the increase in customer acquisition costs, marketing to existing customers of owned channels has also become a focus.

So, how to do WhatsAppowned-channel marketing?

01 WhatsAppowned channel: Friends VS Groups

WhatsAppowned channel is similar to WeChatowned channel, but the platform ecological functions are not as rich as WeChat, so WhatsAppowned channel basically exists in two forms: one-to-one friends and groups.

One-on-one friends are a marketing touchpoint with strong connections, and are also a common form of owned-channel marketing for many B2B and B2 big C companies. For B2C retail companies, group marketing is the main position of WhatsAppowned-channel marketing.

Groups are a form of connection between bulk messaging and one-on-one friends. They have a sense of boundary for customer communication and can also implement batch marketing operations and save operators time and energy. It is very suitable for retail scenarios such as B2C.

02 The value of WhatsApp group marketing

WhatsApp group marketing is similar to domestic WeChat group marketing. They use communities to lock in customers, gather customers with the same characteristics or needs together for batch marketing, and combine various marketing forms such as content, activities, interactions, and promotions to promote conversions.

For customers, communication groups provide not only product discounts, but also communication value and emotional value. A more representative category is the maternal and infant scene. Merchants establishing maternal and infant communication groups can provide a platform for communication and interaction for the mother group, and can also attract the continued attention of mothers and fathers through content.

Offline retail and catering stores can also use communities to add customers to retain offline customers online, promote customers' continued online purchases, and enhance brand awareness.

For enterprises, social marketing is an efficient owned-channel marketing method. Whether it is content activity release or customer management, it can be carried out in batches, which can reduce marketing operation costs and quickly screen out intended customers. The communication scene in the community is also a good opportunity for companies to build brand awareness. A good community atmosphere and communication can help customers deepen their impression and trust of the brand and shorten the transaction cycle.

03 Difficulties in WhatsApp group marketing

Frequently asked questions about WhatsApp group marketing include: group creation, group risk control, administrator account risk control, group management, group content marketing, etc. We will discuss them one by one below.

• Group creation: The difficulty in establishing a group mainly lies in the huge amount of operations. WhatsApp communities can accommodate up to 1,024 members. For many B2C businesses, one or two groups are of no use at all. In this case, the creation of a large number of groups is a huge project, which not only requires a lot of time and energy, but also easily leads to risk control of group accounts.
• Group risk control: A large number of group members and chatty discussions can easily lead to the loss of community risk control customers. Enterprises can use tools like JiaqunbaoFree group activity code toolCarry out traffic diversion in batches to reduce group risk control risks.
• Administrator account risk control: In addition to group risk control, administrator accounts also have risk control risks. Once the administrator account is lost, the community is basically lost. It is recommended that enterprises set up multiple administrators to avoid losing community customers.
• Group management and marketing: In the process of group marketing, you need to deal with the management of a large number of customers and the distribution of a large amount of content.

SocialEpoch's community marketing service can solve all the above problems. From the perspective of group creation, group risk control, account services, automatic management and intelligent group marketing, it helps enterprises reduce risk control risks before, during and after group marketing, reduce the workload of repeated operations, compress the operation time in the group marketing process, and improve conversion effects.