The wonder of WhatsApp to drive sales
Looking to drive sales and increase customer engagement? Mars Wrigley and b2b.store share how wholesalers are winning with WhatsApp and top tips so you can too…
As the number-one digital communication in the world used by nearly three billion people across more than 100 countries, it’s no surprise that WhatsApp has fast become an essential part of a wholesaler’s toolkit when communicating with customers.
For some wholesalers, WhatsApp messaging is now replacing previous means of communication, saving businesses significant time and money, while delivering levels of engagement that years ago, we could only have dreamed of.
In fact, Meta reports a 98% read rate for messages, compared to 22% for emails. Stats that are not to be scoffed at.
Technology is also continually evolving and the introduction of WhatsApp Business API, a service that allows software businesses to build apps of their own to interact with WhatsApp’s infrastructure, now enables businesses, such as food and drink wholesalers, to send one-to-one messages to their customers that will drive them to buy products or services, find out more or get in touch.
TOP TIPS
- Where WhatsApp comes into its own is its adaptability, so it pays to plan your content carefully. Think about the type of messages you want to send, and how often to send them. Consider what you want your customers to do and make all calls to action crystal clear.
- Avoid salesy or corporate language and use a more informal tone of voice but ensure it echoes the way your business already communicates with customers so it doesn’t jar.
- Tracking results is crucial – use the message analytics to see what was read and engaged with the most, but don’t react too quickly. Leave time for trends to bed in to get an accurate picture of how the message performed.
- Segment your customers to ensure the messages they receive are relevant to them and their business, rather than firing the messages out to everyone on your database. A one-size-fits-all approach is not the way forward.
- Pick a WhatsApp provider that understands your business and suits your needs. They can support you through the set-up process and beyond, as well as providing essential insight into GDPR and data security considerations.
What can WhatsApp do?
SEND TIME-SENSITIVE OFFERS
The speed of read rates makes WhatsApp ideal to spread the word about limited-time deals as customers can act straightaway.
TARGET LAPSED CUSTOMERS
Re-engaging with former customers is a huge opportunity and wholesalers can run targeted campaigns to incentivise lapsed customers to return.
SAVE ON COSTS
Save on hefty print and distribution costs while being more sustainable by using WhatsApp to send catalogues.
GENERATE SALES
Use WhatsApp messages to encourage customers to make further enquiries or call your sales team.
GAIN CUSTOMER INSIGHT
Send easy-to-complete customer surveys that will provide you with valuable data.
SEND ESSENTIAL INFORMATION
From opening hours to product recalls, you can reach your customer base quickly and effectively.
PAID CONTENT
Use your WhatsApp channels to advertise supplier messages and products to customers.
Food and drink wholesalers: secure your place on the next unmissable eWholesale Collective webinar
The Winning with WhatsApp webinar offers wholesalers the opportunity to find out how their businesses can benefit from using WhatsApp for customer communications, with tips and tricks from those already using it on how to make it as effective as possible.
b2b.store Mars Wrigley WhatsApp Business
