Over time, instant messaging has changed from a simple means of personal communication to a fundamental pillar of digital marketing. With the use of apps like WhatsApp Business and Telegram, your SME can create more direct, personalised and effective connections with customers.
Read on to find out how to make the most of instant messaging apps! Let’s get started.
Table of contents
What is meant by the term instant messaging?
Instant messaging, is a form of digital communication that, unlike e-mail marketing, is immediate.
The most popular applications (WhatsApp, Telegram, Messenger and WeChat for example) offer very advanced features, such as:
- sharing of multimedia files (pictures, videos, documents of all kinds);
- possibility to create groups or channels for 'one-to-many' communication;
- calls and video-calls;
- AI chat bots.
Due to their versatility, these apps are powerful business tools that have also become a regular feature in instant messaging news discussions.
Instant messaging [3 winning strategies]
Using instant messaging apps strategically is essential. Here are some winning ideas from direct experience with our customers. Read on.
1. WhatsApp Business: the best app for digital marketing
Not everyone knows that there is a Business version of WhatsApp, yet there is. It offers interesting features, such as:
- automatic messages, which are particularly useful if you want to provide preliminary information;
- quick answers, i.e. a library of ready-to-use selectable answers;
- personalised labels, to indicate parameters such as interests, purchasing habits and expected behaviour.
2. Integrating instant messaging within a CRM
Integrating instant messaging apps within a customer relationship management (in acronym CRM) software is a valid strategy to improve customer management. We explain why:
- allows you to track all interactions: every chat initiated on WhatsApp, Telegram or Messenger or in any other app worth its salt can be recorded automatically within a CRM. This gives you an overview of the customer's 'journey', from first contact to (hopefully) conversion;
- you can segment your audience: CRM allows you to group customers by target group, based on elements such as recent activity or chat history;
- you can automate the sending of tailor-made promotions: with a CRM you have the possibility to trigger automatic messages if, for instance, a customer abandons the shopping cart or puts a product on the wish list.
3. Chat bots based on artificial intelligence (AI)
Chat bots that exploit artificial intelligence (AI) to improve their processes mark a significant evolution in corporate communication management. They are quite effective because:
- use natural language to respond in a more human-like manner; they also simulate realistic conversations. This improves the user experience (UX);
- understand the interlocutor's sentiment to identify the customer's mood: whether they are satisfied, confused or frustrated. The company can thus respond in a targeted and empathetic manner, improving brand perception;
- offer ad-hoc recommendations based on the data collected, i.e. they can suggest specific products and/or services, increasing sales and improving engagement.
Concrete examples of the use of instant messaging apps in digital marketing
Instant messaging is not only a communication mode, but also a sales mode. Here are some examples to prove it:
Customised post-sales follow-up
After selling your product/service, a follow-up message can only make a difference in corroborating the relationship with the customer. For example, you could send a message via WhatsApp Business to:
- ask for feedback on the purchasing experience;
- provide useful after-sales advice on how best to use the product/service;
- invite the customer to leave a review, thus increasing trust in the brand.
Compared to e-mail, instant messaging ensures immediacy and greater open rates, making dialogue less mediated and more natural.
Dedicated community channels or groups
Platforms such as WhatsApp and Telegram already offer the possibility to create groups or channels to communicate with leads and/or already customers, thus forming an active, receptive and emotionally involved community. These spaces, moreover, can be used for:
- convey events, offers and news;
- improve brand perception by facilitating the exchange of information;
- 'viralising' products/services, turning customers into ambassadors.
Instant messaging news often highlights how these platforms foster authenticity and engagement.
The next step? Contact us. Moka Adv is the best choice for your digital marketing
Instant messaging has its roots in SMS, is part of our everyday life and will continue to play a major role in the digital marketing of the future. We are convinced of this. From chat bots using AI to integration with modern CRMs, the possibilities for good digital marketing are endless. So, if you want to improve your relationship with your customers, now is the time to contact Moka Adv.
Pick up your smartphone and call us. We are here to launch your brand. Call +390950935481, WhatsApp us (by the way) or fill out the form below. You won’t regret it, even if only to try a ‘volcanic’ coffee.
Moka Adv: communication is power