Lead Generation for WhatsApp is a powerful tool through which you can generate qualified leads for your brand. As we all know, the management of digital tools and the presence in social networks are two essential elements of a successful marketing plan.
Lead generation is designed to maximize the number of leads, convert them into actual customers, add them to research, and manage your database, starting with defining a company’s buyer persona, to developing an effective strategy to lead. They complete the sales funnel. With a clear buyer persona and a good lead generation strategy, sales results can be seen almost immediately.
In order to successfully apply lead marketing strategies for WhatsApp, it is necessary to know who the company’s target customers are. The first step in addressing this variable is to create buyer personas that are not just the target audience, but go a step further.
The creation of the purchasing staff will take into account the different characteristics that define the ideal client: age, economic situation, occupation, demographics, behaviors, habits, etc.
This profile must be identified in order to launch a lead generation campaign for WhatsApp. This is the only way to define the first step, and the way to capture leads. Depending on factors such as customer habits or behavior, the best tool to acquire the database will be defined.
Researching digital tools is essential to creating a successful campaign. According to figures published by WhatsApp in 2021, its platform has more than 2 billion users, sending close to 100 billion messages.
This certainly makes messaging services a great candidate for lead generation. The real question is: how to do this efficiently?
First of all, you must be clear about what a lead generation campaign is and what its objectives are. The first is to lead. In marketing, people who have shown interest in a company’s products or services are well known and therefore decide to provide a series of personal data that is now under their control.
Suffice it to say that the company acquires leads when a person visits its website and consumes content there or subscribes to its weekly newsletter.
The most important thing about prospecting is that it allows you to have a clear and precise list of people who are interested in what the company has to offer, so they are real prospects. Now many leads are meaningless without becoming actual customers and making a sale.
In this sense, a lead generation campaign is successful not only because of the number of leads it captures, but also because of the number of leads that end up buying a product or receiving a service.
However, the various stages of the process must be considered. After a WhatsApp lead generation campaign, another process is required, which is to think about how brands will sell to this particular database: what are they looking for, what do they want or what are their relevant offers.
Users on the web perform millions of searches every day, need answers on specific topics, and follow content creators who add value to their lives. As part of a good marketing strategy, it is necessary to include valuable content. This part of the communication is fundamental because it brings benefits to the public.
The content of value must be relevant to the industry of your company, relevant, useful and of quality. If all the characteristics that define good value content are met, the person will want to stay.
There are different behaviors on the web, some users will comment more than what you provide, others will search for you on their favorite social network and others will subscribe to receive first-hand information. It is no different on WhatsApp. Tell users that you have this channel nearby to communicate and send them content and useful information.
Following the good practice of lead generation, it can now be applied to specific channels like WhatsApp. Considering the number of users this platform handles and the ease with which it communicates on behalf of customers, it makes a lot of sense to consider a specific strategy for this messaging service.
The first thing to solve is how to guide users to the commercial channel. In this case, most of the time it comes from another digital tool, social network or website. Obviously, you need to have channels optimized for this, i.e. the WhatsApp number should be easy to find, even with a single click. The more practical the process, the more likely you are to sell.
Another option is to deal with the precise problem that caused the expectation. Conspiracy, used correctly, is a great marketing tactic that can help generate leads.
A simple example is creating a campaign with ads on Facebook. If the goal is to get people to use WhatsApp, leaving an open question is often very effective. People go to messaging because they are interested and need to fix it.
When you come up with a lead generation strategy for WhatsApp, the goal is to start as many chats with your customers as possible. This way, you’ll have users provide their name to add to the database, and they’ll in turn add their company number.
This creates new communication channels. Capturing and keeping them is another stage of the process, so it is necessary to start a lead nurturing strategy by sending users content, promotions, offers or any other relevant information.
People who attend a company chat are interested or have questions about a product or service they offer. In this case, it is important to channel these concerns and resolve them in a simple and timely manner. In this case, you must have a well-trained team to serve customers. They have to be proactive people, offering options and solutions to potential customers.
This is where the user experience begins, which is critical to generating leads and subsequent sales. The most common options to reach people through WhatsApp lead generation are social networks like Facebook or Instagram.
Also, you can embed chat buttons on web pages or redirect from paid ads. However, the most important thing is always the duration of attention: let the chat begin, continue and end until the customer is completely satisfied.
Although WhatsApp is a powerful tool and its presence is effective, it is not a tool designed for marketing per se. WhatsApp presents some difficulties for the management of advertisements because it is a messaging service and not really a social network for the massive dissemination of products or services.
While direct marketing campaigns cannot be launched through WhatsApp alone, it provides excellent support for multi-channel campaigns. In addition, to solve these small problems, WhatsApp launched a business version a few years ago with new features designed for businesses and marketing:
Labels can be created to segment customers and send broadcast lists.
Provide product catalogs on profiles to drive sales.
Generate automated messages to improve customer service and user experience.
Configure company profiles with locations on the map, as well as time settings.
Once you get leads, you need to convert them into customers and of course retain them, which is the main goal of generating leads on WhatsApp. For this, the most important thing is to always provide quality through the tool.
Making this community feel special is crucial. They can be the first to know about promotions, they can get discounts just for being on WhatsApp, and they can even make suggestions or complaints. Customers who feel heard and part of the company are the basis of loyalty.