Click-to-WhatsApp Ads: A Comprehensive Guide to Generate Leads and Boost Sales [2024 Updates]
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If youβre reading this article, chances are you already use WhatsApp for customer support. But you might not realize that WhatsApp is also a powerful, high-reach marketing channel. In this guide, you'll learn how to better engage customers post-click with the WhatsApp Business Platform. π
Customer preferences for communicating with businesses have changed. Nowadays consumers are always connected and prioritize mobile devices, frequently using popular channels such as Instagram and Facebook to explore new products.
WhatsApp Business Platform lets you create personalized messages that move leads down the funnel β whether thatβs sending tailored product recommendations or a well-timed promotion. One-on-one chats are a chance to understand shoppers and earn their trust on a platform they already know and love.
But before you can chat with shoppers, they need to know they can connect with you on the platform. Thatβs where click-to-message ads come in.
These ads bring leads and customers right to a WhatsApp chat with your brand, so your team can talk to shoppers right away and encourage conversions. Read on to learn why so many marketers use these promotions and how you can set them up for your business.
Ads That Click to WhatsApp are promotions that direct shoppers to chat conversations with your brand on our messaging platform. These ads appear on news feed, stories and marketplace on Facebook and Instagram, with a "Send Message" button. Bear in mind, these are not ads on WhatsApp, as Meta has not permitted advertising on WhatsApp.
Ads that click to WhatsApp are a smart, easy complement to help you get more out of your marketing investment, helping you deliver an engaging conversational experience that connects with your customers from the top to the bottom of the marketing funnel.
Top of funnel - send media-rich messages to customers to help engage and drive product awareness
Middle of funnel - message customers with unique offers and personalized messages to nurture and convert
Bottom of funnel - send helpful reminders when a customer has abandoned their cart and create remarketing ads that send customers to a WhatsApp conversation
Whether youβre just considering business messaging or youβre an old hand at conversational marketing, two concerns are likely in the forefront of your mind β how do you start conversations and how do you keep consumers engaged. Competing platforms and inflating ad spends further complicate this process.
By using WhatsApp Business Platform as a marketing channel, Ads that click to WhatsApp can help you leverage the reach of your ads across Facebook and Instagram to drive user-initiated conversations at scale. Not only will you drive more traffic to your WhatsApp channel, but you can also use conversations to help drive more qualified leads, incremental sales and increased return on ad spend.
Reach - target audiences via Ads Manager by location, age, gender, or lookalike audiences
Engage - via ad formats like carousel, video, images, or Instagram Stories
Develop - optimize delivery of ads for more conversations on WhatsApp via the Messages or Link click objectives
Let's explore some of the features of the WhatsApp Business Platform that help address those questions.
Itβs tough to find new customers with todayβs competitive marketing channels. Ads That Click to WhatsApp help you grow your customer base by targeting shoppers who match your ideal customer persona. Use Metaβs Ad Manager to direct promotions at users based on age, location, gender, and lookalike audiences.
Once potential customers click on an ad, you donβt need to worry about the chat scaring them away. Shoppers are generally comfortable messaging over WhatsApp because so many already use our platform.
These ads also help you qualify leads quickly and efficiently. Set up a 24/7 chatbot to ask leads predefined questions and follow-up about their needs and interest in your product so your team has more time to handle high-level marketing tasks.
Ads that lead to product pages may get some shoppers to make a purchase. But there are also plenty of customers who want more information before they place an order. They may have questions about your products and want recommendations about which one to buy.
Marketers can proactively help these potential customers with Ads That Click to WhatsApp. Once a shopper clicks, they can address their concerns by chatting 1:1 with a bot or an agent. Your brand can suggest products that seem like a good fit, based on the shoppersβ chat responses. If the person opts into messaging after clicking on the ad, your brand can also regularly message them about your latest product selection.
Shoppers always want convenient, low-friction ways to make purchases. WhatsApp bots, like iSlash, make it easy for potential customers to place orders after they engage with a click-to-message ad. They can show shoppers items from your product catalog and complete payments with stored customer information.
There are many ways to drive people to a WhatsApp conversation. They can happen across different channels and platforms, and across the entire marketing funnel. Ads are just one component, among many, that leads to a comprehensive WhatsApp strategy.
New to WhatsApp Business Platform
If youβre not already using the WhatsApp Business Platform, youβll need to create an account and connect it to your brandβs Facebook page. From there, you can set up Ads That Click to WhatsApp from Facebookβs Ad Manager tool.
To gain insight into the detailed process, check out here.
WhatsApp Business
Businesses can create an ad that clicks to WhatsApp directly from the WhatsApp Business App in the catalog section of the WhatsApp Business app.
The business must have at least 1 approved item in their catalog and have the WhatsApp account linked to a Facebook page.
Others
You can also create ads that click to WhatsApp through Meta Ads Manager and Facebook Page.
Your job is just beginning once customers click on your ad. Youβll still need to convince shoppers that messaging is a useful channel.
The best practices below will help you make each click to a WhatsApp conversation valuable for shoppers, so you can build their trust in your brand. Weβll also break down how to nurture customers over messaging in the long run beyond that initial ad.
Metaβs targeting helps you make the most of your ad spend for Ads That Click to WhatsApp. You can direct ads at Facebook and Instagram users based on their age, gender, location, and how closely they match your Lookalike audiences.
Itβs tempting to focus on pushing your products once shoppers click on your ad and start a chat. Thatβs also a recipe for customers to abandon the conversation. Do whatever the promotion promised quickly after an ad click, so people can see that chatting with your brand is a valuable experience. For example, if your ad promises a discount code, send it shortly after the chat starts.
Donβt risk losing shoppers after youβve worked so hard to create your Ads That Click to WhatsApp. Set up a 24/7 chatbot, so potential customers can get fast responses after engaging with your promotion.
A WhatsApp chatbot isnβt just convenient for buyers who click on your ad β it also saves your marketing team time. The bot can handle simple marketing tasks, like qualifying leads and sending promotions, so your team has more time for high-level tasks.
Your business can request opt-in from a potential customer to send them relevant and timely offers, back-in-stock alerts, suggested products based on their interests and more.
WhatsApp Business Platform integrates with your marketing tools, allowing you to send automated messages via WhatsApp with personalized offers. The solution also includes features like call-to-action buttons and media-rich messages to make conversations more engaging and repeat business more likely.
But first, the consumer will need to opt into WhatsApp messaging with your brand within 72 hours of the conversation starting. Learn more about asking for opt-in permission by checking out this resource.
Along with getting opt-ins, secure zero-party data through click-to-messaging ad conversations so you can nurture customers in the long run.
Use the information you collect to send personalized WhatsApp messages regularly. With these tailored responses, you can stay connected with shoppers long after they engage with your Ad That Clicks to WhatsApp.
Taking WhatsApp Ads to the next level with iSlash's features involves harnessing advanced functionalities to optimize your marketing efforts on the platform. Here's how:
With iSlash's appointment booking feature, businesses can streamline the process of scheduling appointments or reservations directly through WhatsApp. This feature allows customers to book appointments with ease, eliminating the need for phone calls or emails. Businesses can set up availability slots, manage bookings, and send reminders or confirmations automatically.
By integrating appointment booking into WhatsApp Ads, businesses can enhance customer convenience and improve conversion rates by facilitating seamless transactions.
iSlash's AI-powered chatbot enables businesses to deliver instant responses to customer inquiries on WhatsApp. Businesses can set up automated responses for frequently asked questions, customer support queries, or general inquiries. The chatbot can handle multiple conversations simultaneously, providing personalized and accurate responses 24/7.
By automating responses with an AI chatbot, businesses can improve customer satisfaction, reduce response times, and scale their operations efficiently.
iSlash allows businesses to create automated follow-up sequences, or "flows", to engage potential customers and guide them through the sales funnel. Businesses can design flows to nurture leads, provide product recommendations, send promotional offers, or collect feedback. Flows can be tailored to different customer segments or stages of the buyer's journey, ensuring relevant and timely communication.
By automating follow-up with flows, businesses can cultivate relationships, drive conversions, and maximize the value of their WhatsApp Ads campaigns.
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