The use of WhatsApp for capturingleadsand closing deals has become a trend among e-commerce companies and B2C. According to the "2024 Marketing and Sales Overview", carried out byRD Station, at least, 70% of Brazilian companies use the platform. The result shows growth compared to 2023.
According to the study, 70% of respondents stated that the use of the app has a higher success rate in contactingleads, followed by in-person visits (32%) and phone (31%). The proximity to the customer and the humanization of service are highlighted as benefits of WhatsApp
With the possibility of sending images, audios and videos, the language becomes more friendly and allows for increased connection. The simple and quick usability allows the seller to respond to other customers, while waiting for a response. In this way, the productivity of the sales team becomes greater, reducing time with travel or longer phone conversations
The CMO ofRD Station, Bernardo Brandão, highlights the versatility of the tool, that can be used from the capture ofleads, passing through the nutrition of these contacts until thefollow-upof sales and after-sales
The potential of using the app is considered very high, since it is installed on 99% of Brazilians' smartphones, according to the researchPanorama Mobile Time, developed byCaixa de Opinião. To integrate WhatsApp into operations and make it available to customers, it is possible to insert it into alink in biothe social networks or on the e-commerce website.
The opportunity has been taken advantage of by companies. According to the CEO of Sandwiche, link in bio company, Luiz Fernando Diniz, among the main links registered by users are those of products and services that direct to a store's Whatsapp number
"Our business model revolves around facilitating commerce driven by content creators", explain. "Of users who use Sandwiche to diversify their income source", 41% offer links to products and services, 37% recommend affiliate links from brands and 32% display links to their info products, like courses, e-booksand videos.”
Communication channels
The lifting of theCaixa de Opiniãoshow, still, that 80% of respondents use WhatsApp to communicate with brands. Among the main purposes is the search for information (82%), technical support (68%) and the purchase of products and services (57%)
In the sequence are Instagram, used by 61% as a way to contact companies, theFacebook Messengerand Telegram, both with 55%. The results highlight the need to consider multiple platforms in business strategies to strengthen the relationship with the audience and improve the customer experience
Version ofappoffers features for businesses
TheWhatsApp Businessit is a version of the application developed to meet the needs of companies and businesses. For that, resources are offered that facilitate interaction and operation management, how the creation of product catalogs and the configuration of the profile with information such as opening hours, description and address, according to information provided by WhatsApp on its website
To organize and easily find the conversations and messages exchanged with the client, the Brazilian Service of Support for Micro and Small Enterprises (Sebrae) recommends taking advantage of the "labels" function. The app allows you to create them with different colors or names and add them to conversations
In this way, when contacted by a client, the company can verify if it is the first contact or if they have spoken before. If it is a second conversation, it is possible to better direct the service, increasing the connection by calling him by name or knowing if he has already been informed about the product prices
The platform allows the creation of up to 20 labels. Sebrae indicates that, with them, it is also possible to visualize the stage of the consumer journey and classify the interactions as first demonstration of interest, payment made, outstanding payment, order delivered and so on.
Attention to message sending
The strategies for the good use of the application must go beyondcreate link for whatsappon social media and keep in touch with the audience privately. The guidance is to take advantage of the potential of the available resources, how the sharing of information, the promotions in thestatusand the sending of automated messages for notifications or greetings
According to the survey of theRD Station, the main resource used is the manual sending of individual messages or by broadcast lists. The functionality allows sending a single message to multiple clients by creating lists with selected contacts
Meanwhile, it is necessary to be careful with possible exaggerations. Sebrae emphasizes that there are entrepreneurs who use theWhatsApp Businessin a misguided way, sending many messages to the client, with long and confusing texts.
The practice should be avoided, and the planned actions in a way that do not tire the consumer. The recommendation is to be clear and direct, using creativity to attract attention so that all the information is read. Emojis can also be used to convey a tone of informality and relaxation, but it is necessary to understand the customer's profile
Furthermore, the speed of responses is essential to clarify doubts and provide solutions. The company can set up automatic responses, if it is not possible to respond immediately
