Learn the correct way to work with WhatsApp to convert leads

Present in more than 180 countries and with more than 2 billion users , WhatsApp has become one of the pillars of digital marketing strategies in recent years when it comes to lead conversion. At least here in Brazil, where the solution has a great following.

Currently, the messaging app performs better than a landing page for generating and converting leads and qualified leads, according to a study led by the CEO of 8D Hubify, Fabio Duran, in his master's dissertation at Insper.

The survey led by RD Station, Panoramas de Marketing e Vendas de 2024, showed that 70% of the Brazilian companies surveyed indicated WhatsApp as the champion in performance among channels and contact with leads. Also, 70% of the companies declared that they use the application in marketing actions.

Simple to use and convenient, since more than 96% of smartphones in Brazil have its app installed, WhatsApp allows for agile and efficient interaction with leads, positively influencing the consumer's journey through a "chat" . Automation is also present, becoming Germany WhatsApp Number List another advantage of working with the solution both in capturing and converting leads.

Despite this magnificent scenario, it is important to remember that positive results are only achieved by those who know how to use WhatsApp correctly in a digital marketing strategy. Good performance, therefore, is linked to knowledge.

Therefore, it is necessary to understand the role of this messaging application for the best conversion of leads into income.

Evolution of WhatsApp in lead conversion
With the change in the way people consume and interact with brands, WhatsApp quickly gained ground by differentiating itself through its high capacity to connect two people or even groups.

In addition to traditional text messages, the app also offers other features such as audio and video. Not to mention the popularity of emojis and, of course, the famous “stickers” .

For marketing actions, however, the success of actions to capture consumers' attention is interconnected with other functionalities that were included over time.

CEO of the leading Revenue Operations (RevOps) agency, 8D Hubify , and one of the leading experts on the subject, Fabio Melo Duran highlights two major areas that have positively impacted WhatsApp in lead conversion.

“First, advances in online advertising fronts, such as WhatsApp as a destination for ads on Google and Click to WhatsApp (CTWA), where ads from Meta (Facebook and Instagram) lead directly to the messaging app ,” he explains.

In the case of CTWA, a major differentiator of the solution is the 72-hour window to start the conversation, compared to the standard 24 hours. Another advantage is the native metrics between the ad and the conversion within WhatsApp itself.

“The second point to highlight is the advancement in WhatsApp’s own Analytics, with the possibility of measuring campaigns by origin and interactions” , highlights Duran.

Errors when using WhatsApp
The simplicity and effectiveness of the solution, in practice, do not translate into easy and expressive results for everyone. As in all professional activities, knowledge and technique are necessary.

Even today, many people don't know how to work correctly with WhatsApp to convert leads. As a result, they copy processes adopted in other strategies.

“As it is something relatively new and very different from what we were used to doing, the mistakes are in thinking that the process is the same as converting on a landing page or communicating via email.”

According to the CEO of 8D Hubify , it is important to remember that we are in the era of hyper-personalization. Therefore, conversations with customers on WhatsApp need to be shorter and optimized according to who is on the other end, and in this regard, AI is very useful.

“People are already on WhatsApp and prefer the app to email. So, conversations need to provide a good experience, otherwise there will be no point in the company investing in a WhatsApp channel.”

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