How to choose a WhatsApp marketing platform

WhatsApp broadcasting is a feature that allows you to send a message to a large number of people at once. It's kind of like sending a mass email but through WhatsApp instead of your email client.

But what makes it such a serious channel for marketing? Well, for starters, WhatsApp has a massive user base—we're talking billions of people worldwide. That means there's a good chance that a significant portion of your target audience is already using the app, delivering high open rates and engagement rates to marketers.

In fact, open rates for WhatsApp messages are at a whopping 98%, compared to 20% for emails, and click-through rates are at 36%, compared to 6% for email.

When someone gets a message on WhatsApp, they're much more likely to actually read it and respond to it. On the other hand, an email might get lost in their inbox, while a promotional social media post might be overlooked as they scroll past without so much as a glance.

With so many different platforms for WhatsApp broadcasting on the market, it can be hard to decide which one is right for you and your business.

Here are the things you should keep in mind when choosing a platform for your WhatsApp broadcasting.

The WhatsApp API verification process

So, first things first: before you can start using all the cool marketing tools that the WhatsApp API has to offer, you'll need to go through a verification process with Meta.

WhatsApp API is different from WhatsApp and WhatsApp for Business, and Meta is just making sure that you're a real business and that you're using the WhatsApp API for legitimate purposes. Their robust verification is what keeps spam and other sketchy stuff out of the system, which is a win for everyone.

The process itself usually takes about a week or two to complete and involves a few different steps. You'll need to provide some information about your business, such as your company name and website, and you'll also need to agree to follow WhatsApp's terms of service. It's not exactly rocket science, but it's important to make sure you follow the steps carefully to avoid any delays.

Several businesses find the verification process a hassle, but it's just a small price to pay for access to the awesome marketing potential of the WhatsApp API. And if you feel you will get lost or mess up somewhere in your verification process, it’s better to go with a WhatsApp Marketing Platform that manages your verification process.

Fuzey, for instance, is one of the few that do this. Unlike other platforms that only integrate with already verified WhatsApp API numbers, Fuzey takes care of the process and manages it for you.

Integrations that connect with your tech stack

But before you go ahead and choose a WhatsApp marketing platform, there's one thing you should keep in mind: you don't want a platform that's a standalone product. You know, the kind where you import your contacts and blast out mass broadcasts. Sure, you might see some quick wins in the short run, but a platform that doesn't play well with your marketing tech stack is not a sustainable choice for long-term growth.

So, what should you look for in a WhatsApp marketing platform?

Well, for starters, it should have some sweet integrations. You'll want to make sure it connects with your CRM. This way, you can easily follow up on any positive replies you get from your WhatsApp campaigns and make sure you never miss an opportunity to close a sale.

Your WhatsApp marketing must also pack an integration with e-commerce platforms like Shopify, because nothing says “professional” like having to manually copy and paste links and product info from your online store into your WhatsApp messages... Integrating with e-commerce platforms will make your life a whole lot easier. You'll be able to easily send product information, links, and even order confirmations and updates right through WhatsApp. And let's be real, your customers will appreciate the convenience too.

And lastly, the WhatsApp marketing platform of choice should have all your communications in one spot so that it becomes easier to keep track of conversations and make sure you don't miss anything important. You really don’t want to accidentally ignore a customer's question because you rarely check your Instagram DMs...

That's why you should consider opting for an omni-channel communication platform like Fuzey. With an omni-channel platform, all your customer communication is stored in one convenient place, no matter which platform it came from. No more logging into different apps daily to check your inbox, no more delays in getting back to prospects!

Triggered messages that engage subscribers across their lifecycle

When you have an integrated technology stack that snugly fits with one another, you can automate your responses and dispatch personalised and triggered messages to customers. Klavyio, a popular email marketing tool, has really aced this game, by letting companies segment their customers based on their purchase behaviors on Shopify.

Now, imagine the endless possibilities if you can do the same with your WhatsApp marketing campaigns. That'd be pretty sweet, right? This is another ace card Fuzey has up its sleeve.

Let's say you've got an audience of people who have purchased a product from your online store in the last six months. With Fuzey, you could easily create a Shopify discount code and broadcast it directly to this audience via WhatsApp.

WhatsApp has some of the highest open and click-through rates around. So, not only are you giving your customers a sweet deal, but you're also increasing the chances that they'll actually see it.

Strategies and tools to grow your subscriber list

Digital marketers know that it is difficult to build a large marketing subscriber list. It is even more difficult to make sure that your email content is read. Your WhatsApp marketing platform should also help you craft winning strategies, such as the three that follow:

Converting website visitors into subscribers

Website popups with exclusive offers and email newsletters might be effective in converting website visitors into subscribers, but if you really want to supercharge your conversions, you might want to consider shifting your marketing strategy to be mobile-first. Your customers are on their phones almost all the time and don’t lug their laptops around with them everywhere. A mobile-first marketing strategy has a ton of benefits, the most exciting of which is that you can reach your customers wherever they are, whether they're at home or on the go, and on the platforms they're already using (like WhatsApp), thus increasing the chance they'll open and engage with your content.

Converting inbound leads into subscribers on every channel

When potential customers DM you on Instagram, it's a golden opportunity to grow your subscriber list. And one way to do that is by offering them the chance to sign up for a WhatsApp newsletter.

If someone is interested enough in your brand to DM you on Instagram, they're probably more likely to sign up for updates via WhatsApp too. By offering a WhatsApp newsletter, you'll be able to stay in touch with your audience and keep them up-to-date on what's going on with your brand. And the more subscribers you have, the more chances you have to promote your products and services and grow your business.

Driving offline sign-ups with Text-to-Join or QR codes

QR codes can be a useful tool for enticing new customers to join your marketing subscriber list. By creating a QR code that leads users to a WhatsApp conversation with your business, you can ask them to reply with the word “SUB” to be added to the list. But to facilitate this process, you should be using a WhatsApp marketing platform, which can help you create QR codes, set up automatic responses, and manage your subscriber list.

WhatsApp is a great way to get in touch with your customers and deliver those exclusive offers and promotions. So if you want to boost your conversions and stay top of mind with your audience, consider going mobile-first by using a versatile WhatsApp marketing platform. Or, you can just get Fuzey and get the support you need to leverage WhatsApp to grow your business!

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