1
Usage scenarios
In the process of serving customers, we found that many people often learned about WhatsApp because of a sentence from a friend, and learned that some traffic can be done on WhatsApp. However, they actually had no idea or a little understanding of what kind of services or tools they should choose, what they should prepare, and what the service provider can provide. It often took them a long time to consult before they initially understood how to do it. Therefore, I think it is necessary to explain this matter carefully so that everyone will no longer be confused.
WhatsApp marketing, in terms of bulk messaging, the previous two articles respectively talked about the technology of bulk messaging in WhatsApp messages.
WhatsApp marketing bulk messaging (1)and business model
WhatsApp marketing bulk messaging (2), today I will talk about how to market by sending messages on WhatsApp.
There are many ways to choose WhatsApp marketing. You can use tools or the services of professional companies. As for how to choose, you need to look at the usage scenarios.
Some customers say that their market is in India - India is a hot spot for global expansion this year, but there are 22 official languages in India alone, and hundreds of unofficial languages. They want to use different languages for different customers, so the number of shipments is divided into a dozen to a thousand for each language. What should be done at this time?
Some customers say that their business has just started, there are not enough customer service personnel, and too many fans have been attracted to digest it. Can we send it in small batches?
There are also some cash loan players in Indonesia and India. They need to conduct real-time review of every customer who comes to apply for a loan, and then notify the approval status in real time.
So can the WhatsApp bulk messaging service be of any help?
For small batches where real-time requirements are not so strong, you can use tools to achieve marketing purposes; for customers who have real-time delivery requirements, the best way is to use SocialEpoch's delivery API service.
Using tools will be more intuitive, and you will have a stronger sense of control; the API method requires customers to have certain technical capabilities, and at least there are technicians who can call the developer's interface.
There is also a small-batch scenario where some advertisers want to notify certain label customers of their customer service accounts of new product launches or promotional activities.
If you use your customer service account to make broadcast notifications, broadcast notifications require two-way friends. If the customer does not save your customer service number in their address book, your broadcast notification will not reach the customer. Moments posted through dynamic (status) methods actually face the same problem. If you use your own customer service number to notify one by one, you will put your customer service account at a disadvantage. It is very likely that your customer service account will be disconnected before you have sent 10 customers. So what should be done? In fact, the solution is to integrate the bulk messaging service in the customer service software for these customers. In this way, the purpose of notification is achieved, and the customer service account is not at risk of being blocked.
For customers who need to deliver in large quantities every day, our suggestion at this time is to find a professional company to deliver on their behalf, such as SocialEpoch; or find a self-delivery platform for delivery – there are actually very few such platforms on the market. SocialEpoch was self-delivery back then, but now it no longer provides self-delivery services.
Whether it is agency distribution or self-delivery, what do advertisers need to prepare?
We know that the core content of marketing is: the right product, the right channel, the right price, the right promotional information and the right marketing team.
The principle of marketing on WhatsApp is actually the same. The product is already available, the channel can be considered as online marketing, and the customers you face are WhatsApp users. Because of cost factors and market competition, prices are relatively rigid. The marketing team is the people in your own company. Therefore, the most important thing here is what content to use to reach what kind of customers.
Therefore, whether you find someone to send it on your behalf, or you use a tool to send it yourself. There are two things that must be prepared. One is the list of target numbers, and the other is the copy to send. If you use the tool, you also need to solve the problem of the sender's account, which is the WhatsApp Channel.
2
target number
Some people have been doing overseas business for a long time and have accumulated a lot of user data on their own platforms. They have a large list of WhatsApp target customers. Even if they are not, they still have a lot of mobile phone numbers of their own customers.
But someone starts to do it, or the own data is far from meeting the requirements. At this time, you need to go outside to find the WhatsApp target number.
People often ask me, I want to target Delhi, but I don’t have a phone number. How should I find target customers?
WhatsApp pays attention to user privacy. In addition to encrypting chat content, it never asks for more data from users. When registering WhatsApp, we know that you only need a mobile phone number to register, and there is no need to fill in information such as birthday, gender, education, industry, etc. This is very different from Facebook, and also different from other platforms. Therefore, there are no so-called interest tags or user portraits in the WhatsApp system.
If you can push your product to the people who need it, then the transaction rate will be 100%, but nothing is so easy in the world. If you can do it, no one will need to work hard to find traffic.
Accurate target customers,
Either invest money or invest time. There is no other way.
Fortunately, we still have some technical means at our disposal.
We know that there are rules for mobile phone numbers around the world. The rules are international area code + mobile phone number; this international area code is numbered from 1 to 9 from North America, Africa, Europe, Latin America, Southeast Asia, Russia, East Asia, South Asia and West Asia. Specifically, different countries have different number lengths, ranging from 4 to 11 digits. Different countries or regions have very different lengths - some areas only have tens of thousands of people, so it is completely unnecessary for you to get an 11-digit mobile phone number.
To give a few examples:
China’s mobile number encoding length is 11, and the reserved digits are the first 1, such as 1XX-YYYY-ZZZZ. The explanation is as follows:
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The 1st to 3rd digits indicate the telecom operator (1XX);
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The 4th to 7th digits represent the area code, that is, the place of origin (YYYY);
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The 8th to 11th digits represent the customer number (ZZZZ).
India's mobile computer numbers are 10 digits long and in the format of XXXX-NNNNNN. The first four digits identify the operator and mobile standard (GSM, LTE). The first digits are generally 6, 7, 8, 9, that is, 9XXX, 8XXX, 7XXX, 6XXX. The last six digits identify the user. For some number segments, the first four digits can identify the operator or the region to which it belongs.
As shown in the table below, it is just an example. AT represents airtel, RJ represents reliability Jio, ID represents idea, AP is Andhra Pradesh, DL is Delhi region, the front is the operator, and the back is the region, so we can see that 9000 represents airtel users in Andhra Pradesh. Numbers starting with 9205 and 9013 are Delhi users.
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For the mobile phone number encoding rules in India, you can search on Google according to the keyword "Mobile telephone numbering in India" and you will see this Wikipedia article.
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North America is actually more strict. Fixed and mobile phones in North America use a unified numbering rule of 10 digits in the format of XXX-XXX-XXXX, which are location code-exchange code-user code. It can be considered that the first three digits are the area code and the last 7 digits are the actual number; this is similar to our domestic fixed phone coding rules. There are many others. You can get the area you need to target based on this coding rule.
The same goes for other regions, knowing the encoding rules. In fact, there are many tools or services that can filter out valid WhatsApp accounts. If you want to know more about the activity, there are also corresponding tools or services to achieve this purpose.
The target number problem is easily solved.
3
copywriting
Regarding copywriting, I actually shared some tips in my previous article.
Good copywriting will make users remember that we have also received some less annoying advertisements in mobile phone text messages.
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Classic advertising slogans are timeless and are still talked about even after decades.
Such as this sentence:
"At 60 mph, the loudest noise on this new Rolls-Royce comes from the electronic clock."
And this sentence:
"Afraid of getting angry, drink Wanglaoji"
I won’t talk about too many copywriting skills here. I suggest you read David Ogilvy’s “Confessions of an Advertising Man”, which should be a big gain.
Here we mainly talk about a few other points to pay attention to when sending messages on WhatsApp.
The concept of local language is easy to understand. Everyone is more familiar with the mother tongue, so it is best to use the native language that the customer is most familiar with.
If it is launched in India, since 80% of people speak Hindi, it will be much better to launch it in Indian language. Did anyone say that English is not the official language of India? Everyone can speak English. In fact, this is a misunderstanding. There are twenty-two official languages in India, and not everyone can speak these twenty-two, although English is the connector for their communication - Nehru once said so. However, there are still only a few people who can speak English well without any obstacles.
It can also be done bilingually or in a combination of more languages. In Singapore, you can advertise in English and Chinese; in India, you can actually advertise in English and Hindi, as well as other combinations of English and other major official languages of each state—if you can advertise regionally.
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expressiveness
In WhatsApp, there is no limit to the length of text, so don’t be stingy with your language. You can be long, but the text should be attractive and the writing style should be good. Like the author, the words he writes may have too strong an engineering atmosphere and are not suitable. Use more emojis in text, and use more formats, colors, and fonts to highlight your links, numbers, and other key points.
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Guided reply
In order to improve conversion, the last sentence is actually very critical. For example, add the following expression after the article:
"You can directly click the link to reply to 1", "You can directly click the link to reply to this message", "This is a system-generated message, please reply hi to activate the link above".
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Many customers think that everyone uses WhatsApp all the time and they should all know this. In fact, this is not necessarily true. If you use WeChat every day, you may not know some of WeChat’s rules. As everyone knows, your common sense may be other people's misunderstandings throughout their lives, and other people's starting points may also be high points that we cannot reach in our lives.
To leave a customer service number, you can add a business card or leave a quick link http://wa.me/86136********, so that customers can click on the link to start a conversation with the customer service staff more conveniently.
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A picture is worth a thousand words
In fact, the reason is very simple. Firstly, the description of pictures and texts is more intuitive and eye-catching; secondly, it eliminates language barriers; another important reason is that for Android users, before they could reply directly, the link would be highlighted and clickable. Now, after replying, you need to press and hold, or return to the list page - it can only be highlighted and clicked after entering it for the second time. In this case, the user operation will be more complicated, which will lead to a lower click-through rate. This problem can be solved very well if the picture is added with a contact name card.
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4
Conclusion
WhatsApp marketing is a continuous process. In addition to accurate contacts and excellent copywriting, it also requires some patience. The completion of an order can always be obtained once it arrives. It also requires customer service follow-up, professional customer service tools to assist customer service operations, the design of words, and a professional marketing team to cooperate with the implementation.
