With 1 billion users and counting, WhatsApp has become one of the most prevalent platforms for mobile messaging. It is no surprise that marketers see immense potential in the application, with its huge user base and ability to deliver information directly to the consumer in a safe, simple format.
However, reaching out to audiences through WhatsApp is tricky, and there is a fine line between instant engagement and invasion of privacy. Mobile marketing messages often suffer a blow in retention, with 9 out of 10 users opting out of notifications received without permission. In addition, the app’s insistence on keeping its user experience clean and free from advertising has made promoting content a challenging experience.
Nevertheless, content marketing on this messaging service can be a highly rewarding process if done right. Here at Script Consultants we will show you 3 ways to adapt your content marketing strategy on WhatsApp.
1. Curate relevant information for your followers
Consumers often unsubscribe from brand messaging notifications because they receive texts too often or feel that the information boosted was irrelevant to them. It is thus important to note that WhatsApp is ultimately a platform for communication and not one optimised for publishing like blogs, web pages or even social media.
With that in mind, brands should see WhatsApp as a complement to their content marketing strategy, acting as a broadcasting feed that audiences can connect with to get constant updates on new information. Sites like the Huffington Post use this platform to provide the latest news on politics for their readers.
Streamlined feeds like these help to sort audiences, funnelling them to topics that are most relevant and are more likely to pay attention to. When users choose to opt in for messaging notifications, more than half are found to actually read the message. Even so, watch out for the frequency of these messages; anything more than twice a day might be an annoying overkill.
2. An avenue for user feedback
As mentioned, WhatsApp’s primary function is for communication, and one way of utilising this feature is by packaging it as an outlet for readers to share their thoughts or any feedback on content produced. Therefore, having a dedicated contact for such purposes enhances user experience. The real-time messaging aspect of WhatsApp allows both the brand and the consumer to start a conversation, perhaps on a more informal level.
On one hand, brands will be able to quickly address issues or update on changes. On the other, this alternative will strike a positive chord on users for appearing more human and approachable. Instead of a faceless comments section, communicating via WhatsApp account enables readers to feel as if they are talking to a friend. This can help generate trust and appreciation for the brand’s efforts.
3. Collaborate for user-generated content.
With consumers ever more discerning, overt advertising or marketing strategies do not pull in as much impact. Users want to be able to participate, to interact and put their stamp on to something. Content marketing becomes more than just telling a story; it has to involve the participation of the reader, with forging relationships becoming a defining factor.
Just as they are used to gain evaluation, WhatsApp messages can be utilised by brands as an avenue for open discussion and exchange of ideas. Companies may do so by broadcasting open call contests or competitions for users to participate, or conducting smaller scale, focus group like chats with select followers.
Collaborating and brainstorming with your intended audience will not only produce unique ideas, but will generate ones that will speak out to the brand’s readers simply because these views come from them. Brands will also have a better understanding of their target consumers’ psyche through information or opinions disclosed in these conversations.
Communication is just as important as crafting interesting content pieces; it is never too late to enhance your strategy by incorporating WhatsApp into your arsenal of marketing tools!
Written by: (www.script.com.sg)
Edited & Illustrated by: Script Consultants Pte Ltd