[WhatsApp Business API] How to maximize customers’ reach of WhatsApp Business API with Entry Points Strategy

With WhatsApp Business API, the goal of businesses is to engage in conversation with customers in order to move them across the customer journey. The question is how to bring customers into the conversation, whether at the pre-purchase, purchase, or post-purchase stages.

This is where entry points come in. Entry points are the gateways bringing customers into WhatsApp conversations with businesses. Every conversation begins somewhere — whether it be through organic, paid, or offline entry points.

Before determining where and how you place entry points, you should consider your marketing and customer care requirements. For example, whether your goals are to deflect customer care call volumes or generate pre-purchase product-focused engagement, there are different entry point strategies to consider. 

Organic Entry Points can be placed on your business’ social media or company website via a “click to chat” link or a QR code. 

The easier it is to find an entry point into WhatsApp on any medium, the easier it is for users to start a conversation: tapping a link or scanning a QR code is easier than manually typing in a phone number to contact the business. 

You can also provide information upfront on your social media or websites on what users can expect from contacting the WhatsApp channel. This call to action can drive users to getting in touch via WhatsApp instead of calling or emailing. 

Social media

• • Facebook/Twitter/Instagram posts
  • Facebook page link
  • Instagram profile description
  • Instagram profile page story highlight

Company website

• • Home page
  • Contact Us page
  • Conversation starter button
  • Header, footer, or floating element

Paid Entry Points are ad options or influencer posts that redirect users to your Whatsapp account. 

Having Facebook or Instagram ads that click to WhatsApp drives leads by reaching users outside of your own properties and allows strong targeting. The simple click on the “Send Message” button also allows ease of access for users to start a WhatsApp conversation.

You can also seek to place your content on platforms that reach a different audience than your organic accounts. For instance, you can collaborate with influencers to post text or video content on their social media accounts, or get PR/Media news article mentions to reach a mass audience.

Placing search engine ads may also drive awareness of WhatsApp as a new support channel or a way to receive information on your business.  

• • Facebook/Instagram ads that click to WhatsApp
  • Influencer social media post
  • PR/Media news article mention 
  • Search engine ads

Offline Entry Points are traditional advertising platforms that reach potential customers off their mobile devices. Without the option to click to chat, it is integral to having a QR code that enables users to have a simple and convenient way to start a conversation with your business. 

• • Product packaging 
  • Out-of-home (OOH) advertising
  • Receipts