By : Stephen Obeli Someday -
WhatsApp Broadcast List is one of the most underutilized features of WhatsApp, arguably the most popular instant messenger in the world, and with a few popular alternatives save younger sister 'Facebook Messenger' and SMS in Uganda and most of the developing world the Facebook owned platform should be a darling to any business developer, owner or salesman.
It is estimated that 3 out 5 people that have App installed in their phones use it several times every day!
What's is WhatsApp Marketing?
We can define WhatsApp Marketing as the process of using WhatsApp to; identify and connect with prospects, nurture leads and convert opportunities into customers, or generally the process of reaching out to potential customers using or through WhatsApp.
In the previous article I discussed about key WhatsApp features every business person should use.
In this article I am going to discuss how you can use broadcast lists, one of the features of WhatsApp to promote your business or to just build/nurture relationships with the people that matter to you.
What is WhatsApp Broadcast Lists?
Broadcast Lists are saved lists of message recipients that you can repeatedly send broadcast messages to without having to select them each time (you want to send a message). With the Broadcast List feature, you can send a message to several of your contacts at once.
What's the difference between a WhatsApp 'Broadcast List' and a 'WhatsApp Group'?
Unlike groups, contacts that are in a broadcast list can not see each other (in the list) and messages sent through the feature are delivered to each individual separately. Any reply to a broadcast goes directly to the original sender and other members in the list are not able to see it.
Is Broadcast List the similar to Bulk SMS?
Yes. However, Broadcast lists can only be send messages to your contacts that are registered WhatsApp users. Also, only your contacts who have also saved your contacts in their phones can receive the broadcast messages.
How to use WhatsApp Broadcast List to Promote Your Business.
Below is a free step by step guide. If you are not familiar with the inbound methodology some of the steps below might seem unnecessary.
1. Ask yourself the basic questions
Before you start using broadcast lists, you should ask yourself the following questions:
- Do I have a good product and is the product ready for your market?
- Do I have the right contacts? The rights contacts are people who fall within your target clientele.
- Do my contacts have me as a contact in their phones? Without this your broadcast messages will not reach the intended recipients.
- Do I have permission of your contacts to communicate through WhatsApp?* Without some form of permission (opt-in) from the recipient you will be sending not just ordinary messages but Spam.
2. Perform a list segmentation
Once you are sure you have the right product, the contacts who have your contact in their phones and permission to send the messages through WhatsApp, you are set to go to the next level; segmentation.
List segmentation is the grouping of contacts into small more discrete groups in order to deliver to them more relevant content. You may for example start with 3 groups;
- Customers; people who have already interacted with you and made a purchase at least once
- Leads; (people who have shown interest) and not made a purchase yet
- Prospects; potential customers who have not yet shown interest
Even better, you could add location, product, language and influence into your segmentation criteria.
List segmentation will help you understand clearly who you are going to talk to and inform you on the kind of content and offerings to make. For example, you may be go after making your existing/past customers to place another order or to give you referrals and you may do so by offering them commissions for every referral they send you.
3. Prepare a Content Strategy
Now that you know who you are going to communicate with and why? You can sit down and prepare your content strategy.
In a content strategy you will clearly state the objectives, goals, tools required, editorial and publishing calendars.
4. Design your messages and start running campaigns
It is tempting to start designing content much earlier on in the process but please try as much as you can not to start design your content before you are done with the above three steps.
Using the content strategy in '3' above, create content and send the right content for the right stage of members of each list.
Another critical point to remember is that you will building rapport at the beginning and establishing a level of trust that helps you achieve the goals you want to achieve is part and parcel of the process.
Some quick tips;
- Don't be overly promotional.
- Give before you ask.
- Respond to every reply in the shortest time possible. Remember WhatsApp is an Instant Messenger
Keep your lists healthy at all times by removing contacts that do not open your messages or don't receive them at all.