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The Cost of Customer Acquisition (CAC) is a metric that cannot work against you because it would affect the profitability of your company and its ability to grow and compete. The secret to this is: wherever your customers are, guide them to WhatsApp. I'll talk about that in this article!
WhatsApp Commerce is a concept that, despite being relatively new, is widely recognized for its ability to transform how businesses connect with their customers, thereby reducing the Cost of Customer Acquisition (CAC). How does it achieve this? Let me explain.
The cost of acquiring new customers can reach astronomical levels when you consider the significant sums spent on advertising campaigns, digital marketing strategies and other efforts to attract consumer attention. However, these expenditures do not guarantee the conversion of leads into actual customers.
This is where WhatsApp Commerce comes into play: it offers a unique way to interact with your customers directly, in a personalized and highly effective manner.
By reducing the CAC, increasing retention rates, and stimulating repeat purchases, WhatsApp Commerce optimizes the entire customer journey, providing an exceptional experience from start to finish.
And all of this is accessible within your budget and at your fingertips. That's why it's crucial to guide your customers to WhatsApp, wherever they may be.
Today, I'll discuss accessing a new paradigm of customer acquisition that reduces costs, improves efficiency, and, most importantly, fosters strong and lasting relationships with your customers.
In this post, you'll learn about:
- What is WhatsApp Commerce?
- 5 tips for using WhatsApp Business in customer acquisition
- Best practices to avoid restrictions
- WhatsApp and remote identity verification
- Reduce your CAC by directing your leads to WhatsApp
What is WhatsApp Commerce?
WhatsApp Commerce refers to using WhatsApp as a platform for conducting business activities.
This form of commerce is based on direct communication between businesses and their customers via instant messaging, enabling transactions, providing support, sending sales notifications and promotions, among other commerce-related activities.
Your company can establish a verified business profile on WhatsApp Business, granting you access to additional features specifically designed to facilitate commercial interactions.
These features may include the ability to send automated messages, create product catalogs, manage broadcast lists and provide quick responses to customer inquiries.
WhatsApp Business is particularly beneficial for cost reduction as it centralizes communication, simplifies processes, ensures maximum security and seamlessly integrates with each customer's routine.
5 tips for using WhatsApp Business in customer acquisition
Now, let's explore the benefits of WhatsApp Business, which is the version created by Meta to empower your company with more sophisticated resources in marketing and sales strategies.
1 - Segment your messages
Overcoming information overload and reaching your target audience at the right moment is crucial, making segmentation an essential resource.
By dividing your database into demographic groups, interests or purchasing behaviors, you can personalize your message content to increase relevance and, consequently, conversion rates.
This precise segmentation allows you to tailor your approach to each group, maximizing the impact of your communications.
1.2 - Segmentation based on the customer journey stage
I highlight this type of segmentation because it is highly efficient and has its own logic. Each lead is at a different point in their customer journey, which begins with awareness of their need for your solution, followed by evaluation, decision-making, purchase and post-purchase stages.
It's essential to adapt your messages to meet the needs and expectations of each of these stages.
WhatsApp Business enables you to segment your customers based on their position in the journey and deliver personalized messages that align with their interests and specific challenges at that moment, significantly increasing lead conversion possibilities and fostering strong customer relationships.
2 - Use multimedia for impactful campaigns
A picture is worth a thousand words... or is it the other way around? Perhaps it depends on your strategy. Fortunately, WhatsApp offers a variety of multimedia options, including images, videos, and audio files.
From showcasing products to customer testimonials, these tools allow you to convey your message effectively and engagingly, increasing the likelihood of capturing your audience's attention and eliciting a positive response.
3 - Implement tracking and analysis to measure campaign effectiveness
Ultimately, it all comes down to mathematical calculations, which is why metrics are fundamental.
WhatsApp Business facilitates tracking and analysis of your campaigns by generating reports with various Key Performance Indicators (KPIs), such as:
- Open rate.
- Click-through rate.
- Conversion rate.
These insights provide valuable information about your message performance, allowing you to make real-time adjustments to optimize yout strategy. By understanding which tactics work best and which need improvement, you can make informed decisions and achieve more robust results.
4 - Set up automated drip campaigns
An automated drip campaign is a series of predefined messages that are automatically sent to users over a period to nurture leads, promote products/services, or proactively provide customer support.
Automation allows you to send messages at specific points in the purchasing cycle, such as after a payment is made, a product is shipped, or a shopping cart is abandoned.
This ensures consistent and relevant presence, increasing conversion chances and strengthening customer relationships.
5 - Incorporate interactive elements
Human interaction is fundamental to motivating individuals, as it is through interaction that satisfaction is built and customers are enchanted and retained.
WhatsApp greatly facilitates this aspect with resources ranging from surveys and questionnaires to call-to-action buttons and quick response options.
By encouraging interaction and engagement, you strengthen that sought-after value—emotional connection.
Following these tips will enhance your customer acquisition efficiency, resulting in a significant decrease in your CAC. Fascinating, isn't it?
Now, let's talk a little about the precautions you should take to avoid making any mistakes that could jeopardize your WhatsApp campaign.
Best Practices to Avoid Restrictions
The goal of WhatsApp Business is to offer the best experience, and you can be sure of their commitment to that. However, it also demands the same diligence from your company.
So, be very careful, as a low quality rating can result in restrictions on your ability to send messages or even suspension of your account.
To avoid these inconveniences, it is essential to know the best practices and ensure that your messages comply with WhatsApp's quality standards.
This includes:
- Voice Tone: ensure your messages are clear, concise, relevant, and have an appropriate tone of voice.
- Relevant and Useful Content: avoid sending spammy or overly promotional messages, as this can lead to them being marked as unwanted by users.
- Moderate Sending Frequency: do not bombard users with constant messages, as this can be annoying and lead them to block or mark your messages as spam.
- Genuine Interaction: respond promptly to queries and comments from your customers and provide excellent customer service to build trust and loyalty.
- Compliance with WhatsApp Policies: this includes respecting user privacy, prohibiting inappropriate content and complying with local laws and regulations.
- Importance of User Feedback: by collecting feedback and opinions from your users, you can identify areas for improvement and adjust your approach to better meet their needs and expectations.
WhatsApp and Remote Identity Verification
Now, let's talk about the trust and security environment you should provide to your customers, employees and your company itself. Remote identity verification is a powerful tool to reinforce this trust and increase customer conversion.
Customized solutions for conducting identity verification processes via WhatsApp often involve integrating external tools that allow for remote verification of user identities.
Here are some ways to implement these solutions:
1. Identity Verification Chatbots
Chatbots that interact with users via WhatsApp to collect information and verify their identity. These chatbots can guide users through a step-by-step verification process, requesting information such as identification documents, photographs, answers to security questions, etc.
2. Integration with Identity Verification Platforms
Online identity verification services can be integrated with WhatsApp using technologies such as facial recognition, document verification, phone number validation, among others, to remotely verify user identities.
Integrating with WhatsApp allows these processes to be conducted through the messaging app.
3. WhatsApp Business API
WhatsApp Business API allows you to send scheduled and automated messages to your users.
By using this API, businesses can design message flows that include identity verification processes. For example, they can send a message requesting the user to submit a photo of their identification document and then use automated verification tools to validate the received information.
Reduce Your CAC by Driving Your Leads to WhatsApp
I hope these tips for reducing your CAC are helpful to you. Finally, here's one last great tip: get to know Customer Engagement by Truora, the most technologically advanced tool to make WhatsApp your primary resource for customer acquisition.
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