“I want to make our customer interactions more personal”, says Jenna, the founder, and CEO of a well-funded, DTC, fashion brand, “it is the only way to ensure we create recall and recurring purchases.”
With fierce competition in every category, DTC leaders are realizing the urgency of personal, friendly, and thoughtful communication. But most of the common marketing channels are over-saturated.
Conversational commerce is gradually becoming the new way for shoppers and marketers to interact. Using messaging apps like WhatsApp, Messenger, Telegram is an excellent way to engage and interact with customers on a personal level. In this article, we will discuss how Click-to-WhatsApp ads can help drive sales.
How will People Find my WhatsApp Shopping Channel?
Brands use multiple ways to introduce people to their WhatsApp shopping channel including:
Using a website widget
Click-to-WhatsApp CRM Campaigns
Adding a WhatsApp button to your Facebook Page
Using WhatsApp QR Codes
Running click-to-WhatsApp ads
Powered by the same ecosystem, Click-to-WhatsApp ads on social media channels like Facebook and Instagram have come out on top as the favorites here.
“Many people already use WhatsApp to communicate with businesses. It’s a fast, convenient way to stay in touch. By adding a click-to-WhatsApp button to Facebook Ads, businesses can now make it even easier for people to learn about their products, set up an appointment, or use their service.” said Pancham Gajjar, product marketing manager, Facebook.
A 2019 Facebook Holiday Study found that two in three people surveyed globally said that they had messaged a business. The reasons why people chat with businesses can be endless, starting from seeking product information, shop location, or delivery options.
Click-to-WhatsApp ads are a way through which a user can click the “send message” button on your Facebook and Instagram ads. This redirects them to the WhatsApp app on their phones/ PC to start a conversation with your brand's WhatsApp Business account.
How to connect WhatsApp to your Facebook Page?
In order to set up a click-to-WhatsApp ad, you need to connect your WhatsApp account with your Facebook business page. Here's how you can do it:
Step 1: Open your Facebook Business Page
Step 2: Next, click on settings
Step 3: On the left bar, select WhatsApp from the list of options
Step 4: Type your WhatsApp number and your country code and click on “Send code”
Step 5: Verify your WhatsApp number and click “confirm”
How to set up a Click-to-WhatsApp ad on Facebook & Instagram?
There are three ways to set up Click-to-WhatsApp Ads:
1. Boost Post
Step 1: Go to Facebook Business Page
Step 2: Select the post that you wish to boost
Step 3: Click on the “boost post” button
Step 4: Under the post button on the left menu, select “Send WhatsApp message” as your CTA button. A preview will appear on the right side of the screen.
Step 5: Set your ad audience, duration and budget.
Step 6: Click on "Boost Post Now" at the bottom of your screen.
And you are all set!
2. Facebook Business Suite
Step 1: Go to Facebook Business Suite. Under the Ads section click “Create” or click the "Create Ad" button
Step 2: Next, select your campaign objective. Under, choose a goal click on "get more messages"
Step 3: After selecting the objective, set your time and ad budget.
Step 4: After setting the budget and time, choose traffic location as “WhatsApp”
Step 5: Next, set your targeted audience. You can select your “saved audience” or set a new one using different target parameters such as gender, age, demographics, and more. You can also opt for Facebook’s brand safety option to further control your ad targeting. With this option you can:
Upload block lists to prevent it from appearing on certain domains
Avoid appearing alongside certain content or topics
Select an inventory filter for in-stream IGTVs
Step 6: After optimizing your target audience, add a compelling headline, description and image for your ad. You can also create a messaging template that automatically sends a message when your audience clicks on your CTA button.
Step 7: After updating the ad, review it and click publish for the ad go live
You are all set!
Here's a video that can help you set up Click-to- WhatsApp- Ads
3. Ads Manager
Here's how you can set it up via ads manager:
Step 1: Go to Ads Manager on your Facebook account and select “Ad Creation”
Step 2: Choose your campaign objective from either messages, traffic, or conversions. The WhatsApp call to action is only available for these three objectives.
Step 3: Under Ad Under Ad traffic, select WhatsApp
Step 4:Select your audience, budget, and schedule specifications.
Step 5: Next, choose images, headline, and text for your ad setup
Step 6: Next review your campaign and click ‘confirm”
And you are done!
This platform provides countless digital marketing opportunities that can help your business reach millions of people globally. Running a Click-to-WhatsApp ad campaign will not only do justice to your performance marketing outcomes but also help in growing your business.
Why should you adopt Click-to-WhatsApp ads as a part of your marketing strategy?
According to a report, 53% of people said that they would prefer to shop with businesses that they can contact through a chat app. Here’s why you should adopt click-to-WhatsApp ads as a part of your marketing strategy:
1. Create an owned customer database
When a customer comes across a click-to-WhatsApp Ad on Facebook they are redirected to a WhatsApp chat with a brand’s WhatsApp Business account once they click it. There is a pre-typed message, which the customer has to send. As this happens the brand gets the customer’s phone number and WhatsApp opt-in. At Vizury, we’ve seen up to 95% click-through at this stage.
With the help of the conversational nature of the channel, brands can make the experience very exciting for their shoppers. As the conversation continues you can progressively identify more information about the shopper - tastes, dislikes, email address, etc.
For a DTC eCommerce brand, this is a powerful tool to build its own customer database to control the shoppers’ experience and engagement away from large marketplaces.
2. Deliver a hyper-personal shopping experience
WhatsApp as a channel for commerce enables you to provide clienteling like never before which can be a differentiating factor for your business in the sea competition.
You can use WhatsApp to send personalized product announcements, offers, content, and invitations to your customers or use it to make more real-time recommendations to shoppers as they explore products. Helping in driving better discovery and higher AOVs. For example, if a shopper has added a party dress to their shopping cart the WhatsApp chatbot can recommend the correct footwear to complete their look.
WhatsApp is all about building an excellent relationship with the audience. Here are some of the types of WhatsApp ads that can compel a customer to click:
1. Promotional Ads
Promotional offers are an excellent way to incentivize customers to add your brand to their WhatsApp chat. Discount offers, membership cards, shopping points, and new launch announcements are some examples of promotional ads.
2. Recommendation Ads
Entice customers by offering personalized recommendations through Click-to-WhatsApp ads. For instance, in an ad campaign, Netflix offered to give suggestions on what to watch next based on your previous watch if users signed up with their WhatsApp account. The goal of this ad was to reengage with users who have been dormant for some time. If you are a fashion or lifestyle brand your ads could include recommendations that complete the look for the cohort of users who’ve bought one of your products.
3. Content led ads
Run a Click-to-WhatsApp campaign that promotes your content and increases your WhatsApp subscription list. For instance, a beauty brand conducts a free webinar on skincare essentials with a renowned dermatologist and asks their customers to sign up via WhatsApp. This ultimately helps the brand to increase its subscriber base and retarget them with promotional messages and drive sales.
WhatsApp has the potential to be an ally for your business. It can be a powerful tool to create meaningful connections with your customers. However, it is essential to avoid spamming your audience with deals, promotional messages, and offers. Click-to-WhatsApp ads can significantly improve your performance marketing outcomes and help you generate leads that convert.