01Social sales interaction: a new trend in global marketing
At present, the marketing and sales interactions of global brands have entered a new era of social selling. Compared with any previous form of interactive communication, its communication efficiency, experience, and effect are unparalleled.
The interaction between enterprises and sales is closely related to the development of communication and information technology. From the earliest communication by phone and text message, to later email interaction, to the current social media social platform, the form of communication between enterprises and customers is also iterating with the development of communication technology.
This iteration of changes is also moving towards a convenient, efficient, and online way. Social media not only connects people, but also connects people and businesses. There has never been such a form or channel that can connect everyone together for interactive communication. The real-time online direct interaction of social media platforms has created the Social SEP (Sales Engagement Platform) of this era.
Therefore, social sales interaction based on social platforms has become a new trend in brand marketing. Any organization or individual, from customer acquisition to incubation to transaction to after-sales, is inseparable from social media platforms and will become increasingly dependent on such platforms. These have made social marketing a must for enterprises in addition to platform marketing, offline exhibitions and digital marketing.
WhatsApp is the IM (Instant Message) instant messaging platform with the highest number of monthly active users in the world. It covers the widest countries and regions and reaches the largest customer base. It has naturally become the first choice for social marketing for many cross-border sales companies.
02The absolute advantage of WhatsApp bulk messaging marketing
The trend of socialization and the unprecedented gathering of users have made WhatsApp marketing a standard; on the other hand, the entire WhatsApp ecosystem is also embracing commercial operations.
Unlike many social media platforms, WhatsApp has the characteristic that account number = mobile phone number, which means that if you have the "unique ID" of your mobile phone number, you can directly initiate WhatsApp communication with the other party.
At the same time, WhatsApp also supports strangers adding friends to send messages, which means that initial messages are almost impossible to block and can reach precise customers, and corporate development letters can also reach target customers. Different from text messages and other forms of email, WhatsApp development letters are similar to new messages from friends. As long as the user does not click to delete, there will always be an online red dot prompt, which can greatly increase the viewing rate of the development letters.
Such natural advantages and customer numbers make WhatsApp bulk messaging a popular marketing form for cross-border sales. From the perspective of the process before, during and after corporate marketing customer acquisition, bulk messaging can be said to have a lot of value: 1. From the customer acquisition stage, target customers can be reached in batches and letters can be sent in batches. Whether it is investment retention form data or third-party data, you can quickly screen and reach intended customers through WhatsApp bulk messaging.
2. Revitalize historical customer data: For many independent merchants, there will be an accumulation of historical customer data. These data are basically accurate customers who have entered the store or have purchased, and information such as phone numbers are retained. Under such circumstances, using WhatsApp bulk messaging marketing can recall old customers. The customer group is accurate, the cost is lower, and the marketing effect is better.
3. Batch marketing in owned channels: During the holiday promotion stage, WhatsApp bulk messaging based on tag portraits can be used to accurately reach target customers and obtain transaction conversions for customers in the company's owned audience pool.
4. Regardless of the form of WhatsApp bulk messaging, it can establish contact with customers in a real-time online way. Compared with text messages and email communication, the interactive reply efficiency of both parties is higher and the conversion is more efficient.
03Common forms of WhatsApp bulk messaging marketing
There are many forms of WhatsApp bulk messaging marketing, generally including the following:
- WhatsApp Business APIbulk messaging
- WhatsApp personal account/business account bulk messaging
- WhatsApp matrix number bulk messaging
01 WhatsApp Business APIbulk messaging
Including WABA and WhatsApp Cloud API, it is one of the officially open bulk messaging forms of WhatsApp. For many corporate marketing, WhatsApp APIbulk messaging faces the practical problems of content copywriting and high fees. Compared with the in-depth interaction of personal accounts, APIbulk messaging is more of a customer service communication function, which is not conducive to in-depth interactive communication between enterprises and customers.
In addition,Starting from June 1 this year, the original 1,000 free merchant-initiated marketing dialogue mechanisms per month will be cancelled., API billing rules will also become more complex.
02 WhatsApp personal account/business account bulk messaging
This kind of bulk messaging is generally based on WhatsApp Messenger and WhatsApp Business. For companies that use bulk messaging for marketing, an unavoidable problem is account suspension. No matter how high the weight of the account, it is difficult to withstand the account suspension problem after a large number of bulk messaging, so the probability of using this type of bulk messaging is generally low, and the number and frequency of users' messages are relatively low.
Recently, WhatsApp Business has also launched a paid bulk messaging function similar to API in some regions. Those who need a small number of releases can learn about it.
03WhatsApp matrix number bulk messaging
For enterprises, if they want to truly do WhatsApp bulk messaging marketing, another recommended method is personal account matrix bulk messaging.
Matrix bulk messaging can solve multiple problems of enterprise WhatsApp marketing:
- First of all, Matrix Bulk Messaging is a decentralized marketing distribution method, and is based on system-based risk control settings. It can take into account the life of the account while ensuring the number of messages sent, and the message itself is completely free;
- Secondly, personal account is an excellent carrier for social sales interaction. Compared with API bulk messaging, it has stronger in-depth interaction capabilities, which is conducive to building customer stickiness, creating a warm social sales model, and can more seamlessly manage the operation and management of owned audience pools;
- Third, the diversity of sent content. The content sent by personal accounts includes text, video, pictures, links, files and other forms, which has better communication effect and better customer conversion experience;
- Finally, compared with other bulk messaging that needs to be divided into countries and regions, the reach of personal accounts is global. Each account can publish content to accounts in any country or region around the world, saving a lot of trouble.
SocialEpoch's SalesEpoch/Liaodanbao/AccountBao can perfectly meet the bulk messaging needs of WhatsApp matrix accounts.
No matter what type of bulk messaging it is, the needs of enterprises must be to reduce interaction costs and improve operational effects. In this matter, the SocialEpoch WhatsApp series products have undergone secondary development based on the official ecosystem and built a proactive marketing interaction system based on the WhatsApp personal account matrix. See here for details:A complete solution to the WhatsApp matrix account marketing model
In SalesEpoch, companies can use the account matrix to import customers in batches and then bulk messaging, or they can perform refined marketing automation and bulk messaging based on user portrait tags (content marketing for thousands of people); in Liaodanbao, companies can aggregate chat orders and bulk messaging for a large number of target accounts, helping companies quickly screen precise customers and improve WhatsApp marketing efficiency.
This type of bulk messaging can help sales and operations directly reach customers at low cost. It can also perform operational management and data analysis in the background, providing powerful data feedback for corporate WhatsApp bulk messaging marketing.
However, this type of bulk messaging model is inseparable from the construction and operation of the account matrix. Based on this problem, SocialEpoch has launched Account Bao to solve account registration, operation and management, and build WA marketing infrastructure for more enterprises.
As a result, enterprises can have bulk messaging marketing capabilities based on personal matrix accounts, and truly achieve cost reduction and efficiency increase in WhatsApp bulk messaging marketing.
Summary: For enterprises, the three types of WhatsApp bulk messaging are different. When purchasing, you must consider bulk messaging cost/account suspension risk/bulk messaging quantity/data management, etc. to make a comprehensive selection.
