Carrying WhatsApp marketing to the end is what SocialEpoch has been doing for overseas social marketing. At a time when WhatsApp's global marketing scope is getting wider and wider and its marketing models are getting deeper and deeper, we have also accumulated a relatively systematic and comprehensive set of differentiated matrix marketing models in practice, helping large, medium and small enterprises of different types to obtain valuable results.
Below, we have sorted out in detail a complete solution to the WhatsApp account matrix marketing model that should be unique and more suitable for the global expansion of Chinese enterprises, including differentiated value, operating model, application scenarios, etc. In the increasingly complex WhatsApp marketing scenario, more businesses and businesses are empowered to explore new growth opportunities together.
01 The differentiated value of matrix account marketing
Within the Social Selling system, social selling means that sales and marketing create and operate content on social media to establish sales and marketing influence (individuals or organizations), establish connections with target customers, maintain mutual relationships and trust, obtain customer leads, and ultimately obtain sales interactions and order closings. In the entire process of customer discovery, interaction, and conversion, communication is a crucial action, which determines the overall conversion and repurchase effect.
For brands, the marketing layout from the social perspective is generally official accounts, advertising and social media customer service. As social media marketing continues to develop and mature, they have already become the standard configuration of every brand enterprise and have entered a stable period of growth.
Therefore, sales matrix account marketing based on the social sales model has become an innovative marketing opportunity for many brands. Within this marketing model, compared with the original official centralized marketing method, more emphasis is placed on a decentralized marketing matrix from the perspectives of sales, operations, and marketing. Make full use of the current online, social and digital characteristics of users to make the way for sales to reach potential customers more direct, efficient and convenient.
In the social sales model, using multi-social media and multi-account operations to sell personal IP, each sales individual can operate thousands of accounts to promote and attract traffic in various social media ecosystems. Based on the RPA (Robotic Process Automation) function of the LeadsEpoch product, such sales interaction can be easily realized for individual sales. The contact experience from the customer's perspective is also very smooth and natural, and it has a more civilian feel of personal IP than the official account.
On the other hand, customer engagement communication from social media to social networks also continues the setting of this account matrix, forming a full-process operation system for the sales account matrix from proactive sales prospecting, social interaction transactions, customer relationship maintenance, and repurchase fission.
In general, the values of this differentiated matrix account operation model include:
- Build an enterprise’s social sales system;
- Make full use of the social attributes of users (customers);
- Give full play to the decentralized marketing value of individual sales;
- Avoid the official centralized operation model of general social media social marketing, and start with decentralized sales individuals to obtain differentiated traffic-draining marketing effects;
- The touch experience from the customer's perspective is more natural and smoother;
- Empower each sales individual to enhance sales prospecting capabilities;
- Enhance the brand’s voice across the entire social platform;
- Bring more long-tail product promotion and traffic effects to the entire brand.
02 What is the SocialEpochWhatsApp marketing system?
In conducting research on WhatsApp marketing, SocialEpoch created a full-link solution with WhatsAppowned-channel marketing as the core. Through the integration of TrafficEpoch, SalesEpoch and new members such as Liaodanbao and Accountbao, a marketing system based on WhatsApp matrix accounts has been formed that can meet the needs of different types of enterprises, large, medium and small.
First, the Account Treasure Channel token system combined with just one physical mobile phone hardware can quickly improve the efficiency of enterprise registration and operation of large numbers of WhatsApp accounts. Through the integration of machine and card, it is guaranteed that account registration can be carried out by answering WhatsApp calls, which improves the registration success rate, reduces operating costs, and makes the operating life of the account longer and more stable. From this, the company's own WhatsApp account matrix system is constructed.
Second, in the WhatsApp account treasure backend, we have designed functions such as management, allocation, calling, and permissions based on a large number of accounts to help enterprises operate and use accounts more efficiently.
Third, based on these account matrices, companies can:
- Based on SocialEpoch's batch traffic-based conversion, customers can be reached in batches and interacted directly with each other via chat, thus promoting efficient conversion of inquiry fans;
- Based on SalesEpoch's SCRMowned channel, we focus on operation management and sales management collaboration while deeply interacting with customers to create refined operations based on the customer portrait system;
- Companies with R&D capabilities can directly connect to the API to bind business users and WhatsApp users, and deeply integrate WhatsApp operations.
Based on the original ecological products of WhatsApp, the SocialEpochWhatsApp marketing system has the advantages of proactive attack, matrix account and precision marketing. Whether it is a cross-border sales B2B business, a DTC/B2C brand, or an overseas local enterprise, you can use this product system to gain new marketing growth in WhatsApp.
03 What problems can the WhatsApp account matrix system solve?
In different business scenarios, companies can choose the appropriate WhatsApp marketing method based on their own business characteristics: for the WhatsApp marketing service team (yes, SocialEpoch also provides services for many WhatsApp marketing service teams), combined with the Account Treasure Channel token system, the account life value and weight can be increased, thereby reducing account operating costs and obtaining higher profits.
For many DTC/B2C brands and other categories that require batch communication and contact, or for the revitalization of historical data, you can combine the account treasure and chat single treasure to proactively reach a large number of customers and aggregate chat orders, and achieve rapid and efficient conversion. This method can help brand merchants quickly find intended customer groups in massive data, and efficiently interact and communicate with intended customers to obtain high conversions behind high efficiency, which is suitable for categories with rapid decision-making and conversion.
For B2B/B2 large C-type brands, or brands that require long-term, multi-link, and multi-role customer service, the SalesEpoch (WhatsApp SCRM) product system is used based on the account matrix to conduct refined communication and interaction with customers, and can achieve in-depth communication services based on customer portraits and one-to-one needs. Externally, refined operations based on user profiling and marketing automation can improve customer service experience, leverage customer lifetime value and social value, and build the value of the enterprise's owned audience pool; internally, it can internally collaborate and empower sales staff to help them improve transaction efficiency, shorten transaction cycles, and make the company's operating results better.
In addition, the value of SalesEpoch is not only for online brands, but also for offline new retail stores or categories that require mobile phone collaboration. SalesEpoch mobile phone also has functions such as ten openings. Meet the needs for interactive communication between mobile terminals and customers, and realize the multiple values of retaining customers, interacting with customers, and empowering shopping guides in new retail offline stores.
Finally, for enterprises that have R&D capabilities or are more concerned about data server deployment, we have also added a flexible API interface to facilitate enterprise deployment and deployment. It allows enterprises to flexibly customize calls according to their own business needs and solve enterprise needs in a targeted manner based on the functions of the SocialEpochWhatsApp system. Here, verification code/OTP is a typical application scenario. In the following section, we focus on analyzing this cost-reducing and efficiency-increasing service model.
04 Cost reduction method for WhatsApp verification code/OTP
To make this matter clear, we can read this article first (remember to return to this article after reading it)Dismantling of international logistics social sales gameplay (1): Logistics notifications are issued this way to reduce costs and increase efficiency
Now, not only e-commerce logistics, but also overseas local life, financial payments, takeout platforms, online social networking, application games, online meetings, wine and travel information and many other industry scenarios are facing a large number of information notification needs. Through SocialEpochWhatsApp verification code solution, notification costs can be strategically reduced for these enterprises. Compared with the original notification mode, it has the multiple advantages of sending without borders, having a lot of creative space for sending content, data security desensitization, and opening up WA account ID and business ID. Whether compared to text messages or WABA notifications, they have more cost-effective and content-format advantages, truly reducing costs and increasing efficiency.
05 Agency operation service based on WhatsAppowned channel
Finally, on the basis of all WhatsApp matrix marketing products and services, we have also added brand online and offline owned channel agency operation service solutions and owned channel customer service agency operation service solutions, empowering more overseas owned channel zero-based global expansion brands to do owned-channel marketing and obtain better transformation and operation results.
Summary: Today’s WhatsApp can no longer be regarded as a simple IM (instant messaging) tool. The platform is evolving, users are growing, and the scope is expanding. In the face of a once-in-a-lifetime commercial marketing opportunity, based on account matrix marketing, both global expansion companies and overseas local companies can find new growth points here.
