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Have you ever visited a website and got a few messages over WhatsApp from them? Â
Sounds relatable, right?
Don’t be shocked. That’s not someone stalking you!
These messages are part of the WhatsApp drip campaign and just like you, a lot of people receive such texts. But why do these texts matter? What’s so special about the WhatsApp drip campaign, and how is it any better than other marketing methods?
First things first, WhatsApp reached over 2 billion global users in 2019 and became the most popular app worldwide.
The platform that launched as a basic SMS app gained popularity as an alternative to paying bills, connecting with people around the globe and even marketing products and services.
With more and more people using WhatsApp, you get a chance to cater to a larger audience. Things have already started getting interesting, no?
Let’s dive deeper into WhatsApp drip campaigns and how they can benefit your business.
All types of organizations, whether big or small, have been using emails for drip campaigns. But we can’t deny the fact that email drip campaigns have long lost their success.
This is mainly because people have moved to novel modes of communication, such as WhatsApp. The platform is no longer limited to just personal conversations and has advanced to business-related conversations.
If you haven’t heard of the WhatsApp drip campaign before, you can understand it as an automated way to send personalized texts to your potential and existing customers. The messages are sent over a period of time to build relationships and promote the brand.
Fun Fact:
The click-through rate is 70%higher on WhatsApp as compared to emails.
WhatsApp drip campaigns are all about giving the right information to the customers at the right time.
You can automate the information to be broadcasted in different content formats, including videos, text messages, webpage links and others supported by WhatsApp. Plus, you can send personalized texts to any individual, based on the sales stage they’re on.
Since every customer thinks differently, drip campaigns assist them in their journey with personalized messages.
If you’re looking for result-driven campaign ideas, look no further.
WhatsApp drip campaigns allow reaching your customers in a variety of techniques. However, the end goal remains the same - to keep existing and potential customers engaged with personalized texts.
Take a look at some types of drip campaigns you can use on WhatsApp.
Prospective customers who seem interested in your products and services are called leads. And while there might be a lot of people interested in your offerings, some would be interested more than others.
For this reason, you must segregate and prioritize leads before sending them texts.
Wondering what does nurturing mean? It means to keep your prospects engaged by offering information until they get converted. Nurturing leads includes providing product details and features, demonstrating the service, etc.
Every customer likes a warm welcome. Â
Once you’ve attracted customers to use your products/services regularly, it’s time to send a welcome text. The text may contain an intro to the company and a brief of some popular products.
Welcoming your customers is great, but you can also send onboarding content to achieve smaller objectives like scheduling a test drive, booking an appointment or purchasing a product.
‘You might also like’ isn’t just limited to OTT platforms.
Product recommendations are one of the great ways to engage customers. You can define product recommendations for every market segment and customer persona.
With recommendations, you can target your existing customers and persuade them to use products/services similar to the ones they’re using.
If you offer subscription-based services to customers, you can leverage the power of WhatsApp to notify customers about renewal.
An automatic alert reaches the customer’s WhatsApp inbox notifying them about the upcoming renewal date. This is a great way to keep the customers informed.
Once you’ve closed a sale or got a service renewed, you’ll want to inform the customer about the same.
But wait before you think that a confirmation message is limited to saying ‘booking confirmed’ or ‘thank you’. It also allows you to send more engagement resources, including tips on using a product.
Lastly, you can use engagement drip campaigns to increase customers in your offline as well as online stores.
These campaigns are specially designed to indulge customers. You can design an engagement drip campaign for all your existing customers or as per individual customers and prospects.
Did You Know?
The audience is 50% more likely to respond to WhatsApp texts than emails.
Think of a drip campaign as going to a battle. If you want to survive and even win, you must be armed with the right weapons.
Before you begin the campaign, make sure you’ve covered the basics. And let us tell you that there’s nothing more basic than your audience - the recipient of the texts.
Do not move ahead with the campaign before identifying who your prospects are and whom to target.
Many giants across industries have been relying upon emails for drip campaigns since years. However, times have changed and people have shifted to other platforms, such as WhatsApp.
When marketing your products, you need to be where the audience is, hence WhatsApp.
Prospects that got converted into leads with drip campaigns are worth keeping. Just because they bought/availed your products/services once doesn’t mean your work is done.
You must continue with the WhatsApp drip campaign. However, the goal would be different this time - to convert the customers into repeat and loyal ones.
You’ll have several prospects along the way that will just disappear in between. So, should you give up on them?
No. Just because they haven’t been active as the others, it doesn’t imply they are a lost cause. You must continue the drip campaign to re-engage them. But make sure to take things slow with such prospects as you don’t want to end up irritating them.
Customers love when things are customized for them.
Make sure to customize the messages, which means making sure the content is relevant for a specific prospect. For example, if you sell skincare products, and you are sending texts to a Latina about caring for Asian skin, you can’t expect the customer to be receptive.
If you want to attract customers, customize the texts and make them relevant to the recipient. Â
Don’t forget that content is an integral part of marketing. For this reason, it’s important to give it a lot of attention and ensure how it looks to the recipient.
Your prospects may ignore a drip message if the presentation isn’t good and the content is hard to read. Focus on the look, feel and overall presentation of your text. Boost the quality of content and witness an increase in response rate.
Customers have moved to new modes of communication and so should you. It’s time to use the most disruptive technology and the most popular platform to reach your prospects.
With WhatsApp drip campaigns, you get a chance to be creative and add a personalized touch. Most importantly, by sending the right texts at the right time, you can boost brand awareness and become people’s first choice. So what are you waiting for?
Leverage the power of WhatsApp drip campaigns to push customers through the sales funnel.
