WhatsApp Marketing Playbook: Best Practices for Leadgen

Gustavo Mejicanos Updated by Gustavo Mejicanos

Intro

This playbook serves as a guide to help businesses efficiently use WhatsApp for lead generation, marketing campaigns, and customer re-engagement. Following these best practices will ensure a high conversion rate and maintain good account quality.

Lead Collection and Opt-In

  1. Lead Generation
    • Use Existing Contacts: Start by utilizing contact information from your business CRM, website forms, or other channels.
    • Web and Paid Ads: You can generate leads through methods like web forms, multi-step forms, or paid ads such as Instant Forms or Lead Ads from platforms like Meta.
    IMPORTANT:
    - Ensure to capture phone numbers with country codes.
    - Messaging must clearly specify what kind of communications the customer will receive - avoid generic terms like "marketing communication".
  2. Opt-In Collection
    • Clear Messaging: Ensure explicit consent is given by the lead. The opt-in process should state what type of communication the lead will receive and the platform (WhatsApp).
  3. Send confirmation template
    • Confirmation Message: Send a WhatsApp message confirming their opt-in status. This will reduce the chance of your account being flagged for spam. Make sure the confirmation template is aligned with the Meta best practices and does not seem overly promotional.

Sending Campaigns

  1. High-Quality Templates
    • Follow Meta’s Guidelines: Use engaging templates and ensure compliance with Meta’s template rating system.
    • Monitor Quality: Templates should maintain a high rating; only send to leads who have opted in.
    • Opt-out Option: Always include an option for recipients to opt out at any time to comply with GDPR or other privacy regulations.
  2. Create Audiences
    • Tailored Audiences: Create specific audiences for each campaign using Meta’s tools. Make sure your audience is grouped based on behavior, such as new, nurtured, or drop-off..
  3. Use Variables Effectively
    • Custom Variables: Use custom variables to segment leads into various stages such as interested, nurtured, or drop-off.
    IMPORTANT: Variables can help in tailoring highly targeted campaigns across the same WhatsApp number.
  4. Send Recurrent Campaigns
    • Consistency is Key: Consistently send campaigns but also be flexible to tweak messages and templates if account quality starts to drop.
    • Account Quality: Regularly monitor your account quality rating and messaging limits. This will help avoid penalties from Meta.

Re-engaging Drop-offs

  1. Targeted Audiences
    • Custom Variables: Use variables to segment leads that have opted in but have not yet converted.
  2. Create Nurturing Flows
    • Automated Nurture Sequences: Set up a nurturing flow to re-engage drop-offs by sending a message template once per day for 3-5 days. Exit the flow once the user completes a desired action.
  3. Monitor Template Quality
    • Quality Control: Just as with your marketing campaigns, monitor template performance. Immediately update or switch templates if there is a drop in quality.
    IMPORTANT: If Meta disables a template due quality, adjust it before sending it out again.

Measuring Success and Optimizing Campaigns

  1. Key Metrics to Track
    • Message Open Rates: Track the percentage of messages opened to gauge user interest and engagement.
    • Conversion Rates: Monitor how many leads are converting into paying customers after receiving campaigns.
    • Opt-out Rates: Keep an eye on the number of users opting out, as a high rate could indicate an issue with your messaging.
    • Response Times: Analyze how long it takes for users to respond to messages, which could help refine the timing of future campaigns.

Conclusion

By following this structured approach, businesses can leverage WhatsApp to build a strong lead pipeline, efficiently run marketing campaigns, and convert drop-offs into customers. Monitoring key metrics such as account quality, template rating, and opt-out rates ensures that campaigns are optimized for success.

How did we do?

Audience block

Audiences

Contact