More and more companies are developing the WhatsApp channel in their marketing strategies. And the reality is that this social network has become an indispensable tool to connect with customers in a closer and more effective way. However, to make the most of the potential of this platform, it is essential to know the Benefits of customer segmentation on WhatsApp.
WhatsApp Business offers a series of tools to segment your customer database and increase your sales, which is essential for you to know if you are looking to improve communication. But there is one detail to keep in mind: being a social network created for these purposes, it has strict anti-spam policies.
In this article you will find the main tips to create successful campaigns, avoid getting banned when sending messages and learn how to integrate WhatsApp with chatbots.
Different types of segmentation
Before telling you how to segment customers on WhatsApp, let's clarify the different types of segmentation that you can do on any platform or dynamic in general, it is the basis for carrying out a successful marketing strategy. There are several forms of segmentation that respond to different approaches. These are some of the main ones:
Demographic
Demographic segmentation is one of the most common types and is based on customer characteristics such as age, gender, income, occupation, and education.
Behavioral
Behavioral segmentation uses data about customer actions, such as purchases, preferences, frequency of visits to the site, etc. This approach is used primarily to build user loyalty by sending messages that help increase their activity.
Geographical
To perform this type of segmentation, it is necessary to collect data about the location of customers, such as address, city, country, etc. This type of division is useful for companies that offer services or products focused on a specific region or locality.
Psychographic
Psychographic differentiation takes into account personal qualities, lifestyle and the client's vision of the world. It includes parameters ranging from the level of education, interests, beliefs, to what kind of music they listen to, where they go on vacation, what they like to read, etc.
This method requires special sensitivity when implementing it, since modern consumers are not so inclined to share information about their personal lives.
What is WhatsApp Marketing?
Basically, it is the strategy that WhatsApp uses as a digital marketing channel to sell and promote products, by sending individual and personalized messages, using all the functionalities available in WhatsApp Business and the WhatsApp Business API.
For businesses, it is an efficient and fast way to communicate with both current and potential customers. In addition, 70% of smartphone users have stated that they prefer to communicate with businesses through this app rather than any other means.
How to segment customers on WhatsApp with Wittysuite?
Customer segmentation on WhatsApp is greatly enhanced by using tools like Wittysuite, which allows you to manage and personalize your interactions through the use of metadata.
With this feature, you can automatically assign key data to each user, such as interests, location, interaction history, or any other criteria relevant to your business. By creating automated flows, you can classify users in real time based on their responses or behaviors, generating dynamic segments that update automatically.
Not only does this save time, but it also ensures highly personalized communication, sending relevant messages to each group and optimizing the effectiveness of your campaigns.
Some tips for running campaigns to segmented customer bases:
The basis for the success of any company's marketing plan is a well-designed strategy, as it allows all the steps to be carefully planned. With these 5 best practices for segmentation on WhatsApp, you will be able to create more personalized campaigns that will lead you to a satisfactory result.
1. Ask your clients for permission
The first and most important step is to ask your customers if they want to be contacted via WhatsApp in the message you send. This is essential, since if you are going to carry out outbound campaigns, users can block you. On the other hand, remember that by asking for their consent, it is a way of showing respect and will make the consumer have a better view of your brand.
2. Define your goals
Setting specific objectives and KPIs for each campaign is essential. The planning you do will help you know what you want to achieve with your brand. Increase sales? Improve customer service? Having clear objectives will help you understand what kind of information you need about your audience in order to segment it effectively.
3. Adapt the tone and content
Knowing your target audience will allow you to gain a better understanding of their needs, desires and motivations, which will define the success of any marketing strategy. It will also help you create More relevant and personalized messages for each segment of your audience. Design messages that resonate with each segment. For example, offer exclusive discounts to repeat customers or send tutorials to those who are new to using your product.
4. Optimize your shipping schedule
Schedule your messages for times when your audience is most receptive, based on data like purchasing habits or time zones.
5. Measure and adjust your campaigns:
Use tools like Wittysuite to analyze key metrics (like open and response rates). Learn from the results and adjust your future campaigns to maximize impact.
Final conclusion
Customer segmentation is essential for the success of a marketing strategy, as it allows for deeper connections with consumers, fostering their loyalty and generating a direct impact on increasing sales and revenue. By combining this strategy with the popularity and advanced features of WhatsApp, brands, businesses and entrepreneurs find a powerful tool to establish closer and more effective communication with their customers, boosting their growth.
In an increasingly competitive market, where consumers seek to feel valued and heard, segmentation becomes a differentiating factor. By offering a personalized and quality service, you not only strengthen the relationship with your audience, but also ensure their loyalty to your company, marking a key advantage in an environment where alternatives are just a click away.
