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September 10, 2024

How to use WhatsApp Marketing to build high-performing funnels that deliver results at scale, plus real-life examples

Overview

When it comes to marketing, the most crucial aspect is the results achieved toward the set goal, followed by cost. Everything else is secondary. WhatsApp delivers scalable results, often outperforming traditional marketing channels. Before diving deeper into WhatsApp Marketing and how to structure your funnel, I want to highlight the results achieved by some clients over the past year using the WhatsApp Business Platform:

  • In just 3 months, Tanzschule Fricke, a dance school in Germany, increased its client base by 220% thanks to WhatsApp Marketing, as well as successfully launched a special program targeting the 60+ age group.
  • Pflegedienst Rose, a nursing care provider in Germany, doubled its staff from 20 to 40 employees with WhatsApp Recruiting, as a result of the increased demand.
  • Carsten Weber’s dental clinic decreased its “no-show” rate with friendly WhatsApp appointment reminders, which led to a 37% monthly revenue increase. Simultaneously, they reduced the administrative workload, saving costs associated with hiring additional staff.
  • In 2 weeks, an Aral gas station in Germany, automatically pre-qualified over 60 job applications using a WhatsApp chatbot and hired 4 workers — a process that previously took over 3 months of manual effort.
  • An EU-wide merchant integrated their eCommerce platform with WhatsApp. Using chatbots and intelligent automation, they sent personalized messages based on shopper behavior, such as abandoned carts, price drops, and wish-listed items. Their festive season campaign generated an ROI ten times higher than their other channels.

These examples illustrate the diverse ways WhatsApp can be used across different industries. Let's explore the essentials of using WhatsApp for Marketing and how to build your funnel.

Common challenges in taking the first step toward WhatsApp Marketing

Getting your marketing team to adopt business messaging may not be a walk in the park. You'll need to secure legal and budget approvals, just like with any new software. You'll also need buy-in from team members who may be concerned about learning a new platform. However, the WhatsApp adoption process can be smooth and straightforward, especially with Stella’s WhatsApp Business Suite, which includes custom strategy building, mentoring, best practices, live coaching, and more. Reach out early to support your efforts.

Identify marketing campaign goals and audience

As with any marketing channel, the first step is determining your campaign's goals and audience. This information will help you choose the best entry points (discussed in the next section) and content for your WhatsApp campaign. WhatsApp’s wide reach makes it ideal for lead generation and nurturing prospects at the consideration stage. One-on-one chats with shoppers can significantly build trust in your products and brand.

Establish your entry points

There are no “good” or “bad” entry points — it's about choosing the ones that align best with your audience and campaign goals. Consider these entry point examples for your WhatsApp campaign:

  • Social media posts leading to WhatsApp: A fitness studio, for example, might use Facebook posts to encourage followers to ask diet and exercise questions on WhatsApp, using a custom chatbot to provide answers.
  • Ads that click to WhatsApp (CTWA): Use paid ads on Instagram and Facebook that direct prospects to WhatsApp conversations. A separate blog post will cover CTWA in more detail, so make sure you check our blog regularly.
  • Exit intent popups: Use these notifications to increase WhatsApp sign-ups from users about to leave your website. For example, offer a discount or free shipping for opting in to WhatsApp communication.
  • QR codes on brand materials: If you have a physical store, direct leads to WhatsApp through QR codes. A real estate company, for example, can use QR codes to provide more information about properties and use a chatbot to qualify leads before sharing further details.
  • Website pages: Add Stella’s WhatsApp chat widget so new visitors and existing customers can easily reach out.

Top of funnel: Driving awareness and interest

The rise of smartphone dominance offers businesses a tremendous opportunity to reach customers directly. Engaging prospects on their preferred channels can lead to increased visibility and superior click-through rates (WhatsApp messaging can reach up to 98% CTR compared to email's 22%).

However, at the top of the funnel, when a customer is still in the "awareness" stage, spamming isn’t an option. The solution is opt-in messaging, which allows brands to ask prospects if they’d like to receive marketing messages. Minor incentives, such as early access, giveaways, loyalty programs, or discounts, can significantly boost subscriber lists.

One study found that offering small incentives for opt-ins can increase your subscriber list up to five times faster. Consistently demonstrating value in these interactions can help retain and engage leads over time.

Middle of funnel: Directly engaging customers in their “comfort zone”

As we move down the funnel, the goal is to convince consumers that your product or service is the best choice for their needs. Traditional methods, such as customer testimonials, informative FAQs, and nurture campaigns, remain effective in messaging channels. However, WhatsApp messaging offers a unique advantage: direct, real-time interaction with your audience.

This capability fosters deeper connections by providing personalized solutions and instant feedback. Agents can address specific pain points and objections during the consideration phase. Automated chatbots can handle FAQs and product-specific queries 24/7, freeing agents to focus on more complex issues.

Finally, remember that WhatsApp messaging works best as part of an omnichannel strategy. Leverage high click-through rates to drive traffic to other assets like your website, social media, or YouTube channel.

Bottom of funnel: Removing obstacles to purchase and driving action

The “decision” phase of the sales funnel is crucial, where effective messaging can significantly drive conversions. WhatsApp messaging, with its real-time capabilities, creates urgency and exclusivity, motivating customers to act. WhatsApp built-in eCommerce features allow customers to purchase directly within a chat, streamlining the process and boosting convenience. Additionally, WhatsApp messages can effectively address cart abandonment, with optimized reminders achieving up to a 58% recovery rate. Personalized recommendations based on customer behavior further enhance sales by increasing average order values and building customer loyalty. Messaging also integrates well with other channels, promoting a cohesive omnichannel experience that reinforces customer engagement.

Retention: The cycle continues

The funnel doesn’t end when a customer makes their first purchase — think of it more as a cycle than a funnel. On average, it is five times easier to sell to an existing client than to acquire a new one. Therefore, post-purchase messaging focuses on retaining customers and encouraging them to become loyal brand advocates. Beyond delivery updates and receipt confirmations, messages can be personalized, such as thank-you notes or product recommendations, fostering trust and promoting repeat purchases. Additionally, WhatsApp messaging can boost referral programs, especially with attractive incentives for sharing the brand. Keeping customers informed about new products, sales, and updates through WhatsApp ensures your messages are seen and acted upon, without getting lost in an email spam folder.

Conclusion

Stella offers a powerful, versatile platform for businesses looking to enhance their marketing efforts across various stages of the customer journey. From building awareness to driving conversions and nurturing customer loyalty, WhatsApp's direct, real-time communication capabilities allow brands to connect with their audience in a more personal and impactful way than traditional marketing channels.

By integrating WhatsApp into your marketing strategy, you not only meet your customers where they are but also provide them with a seamless, engaging experience that builds trust and fosters long-term relationships. Whether you're looking to improve customer support, drive sales, boost engagement, or automate repeating tasks, Stella's robust features make it an invaluable tool for modern marketers.

As you consider incorporating WhatsApp into your marketing mix, remember to focus on clear goals, personalized messaging, and strategic entry points. The examples highlighted here demonstrate the potential of WhatsApp Marketing to drive impressive results across diverse industries. So, take the first step towards leveraging this dynamic platform and watch your business thrive in the digital age.

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