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As the most popular messenger app in the world*, WhatsApp is a potential gold mine for businesses looking to extend their reach. Cue the creation of WhatsApp Business, a tool that allows small- and medium-sized businesses to contact customers and accept transactions. More importantly, the app features other enhancements that make it ideal for attracting and engaging prospects. This includes being able to craft your own WhatsApp Business Profile.
At first glance, the WhatsApp Business Profile seems like your standard, run-of-the-mill profile page. However, having your unique profile pop up on customers’ smartphones and computers is an opportunity to create a great first impression. With the proper wording and the inclusion of essential information, your clients should have no problem putting you on their list of priority suppliers.
Impressions do last, and in the case of a WhatsApp Business Profile, how you use your 139-character limit to describe your services makes all the difference. At the same time, having a carefully crafted profile will resonate a lot better with customers—even those who are only occasional smartphone users.
Depending on your line of business, a WhatsApp business branding strategy might be sales-focused or service-oriented. Make sure that the tone, approach, and choice of words tell the audience what your company is about—and what you can do for them.
Additionally, consider incorporating your brand identity into the profile. If your business provides a no-nonsense service to serious customers, then make sure your profile reflects that. Conversely, having a humorous, carefree tone that resonates with a fun-loving crowd can reinforce their connection with your brand.
Creating a great WhatsApp Business Profile means you need to populate multiple required fields on your business profile page. Carefully look these over before supplying any information. More importantly, always check and double-check your entries before saving. Few things are more devastating to a business than publishing the incorrect contact details or displaying inaccurate or poorly written content.
Choosing a profile picture should be simple enough. Then again, many businesses fail to realize the value of choosing the right one. For starters, always invest in a high-quality image. Logos are a wise choice when it comes to selecting a profile photo. When designed right, your brand logo will represent your business’s primary identity—to the point that it becomes immediately recognizable to customers.
Similarly, the display name shouldn’t stray too far from your business or brand name. Keep it short, sweet, and accurate. Be careful not to misspell a word or add unintended variations like an unneeded apostrophe. Keeping your profile name consistent across all channels is the key to better customer retention for your brand.
Your WhatsApp Business Profile’s “About” section should cover only the most essential information. Given the 139-character limit here, it’s worth keeping the description short and to the point. If possible, share your unique selling proposition, along with the nature of your business and its coverage.
Including a business category is important for purposes of clarity. With millions of businesses in operation, there’s always the chance you’ll be sharing your business name with another company. The information you supply in the category section helps establish your line of business—and helps customers find what they’re looking for.
Additionally, as businesses frequently serve two or more industries, choosing the right category could be a bit tricky. When this happens, take the time to look over the categories supplied in the menu. Don’t simply choose the first one that partially describes your business. Similarly, going for the “other” category should only be selected if you have exhausted all other options.
Drafting your WhatsApp Business profile can be challenging—and we’re not just talking about the character limit. Customers already have your contact information on their phones, so getting a foot in the door isn’t the primary focus. The bigger challenge lies in capturing their attention during that brief window where they check out your profile. What you write here is crucial—but sometimes, what you fail to include can end up being just as important. Use your character allocation wisely!
Whether you’re displaying a brand logo, a store photo, or personal pictures, don’t let poor-quality images distract your viewers. Low-resolution photos and over-cropped, over-resized, and over-rotated images just won’t cut it.
Don’t underestimate the value of great-looking and clean profile photos. The halo effect can attribute positive qualities to a person or business based on appearance alone*. After all, you don’t want a cluttered photograph or badly edited image to create a negative impression.
Consistency is another element in building an appealing WhatsApp Business Profile. For instance, choosing design colors that match or complement your brand can do wonders. It also tells others that your business took time to work out the profile details, which suggests professionalism and attention to detail. Using the same brand image or logo in all your marketing materials helps to increase brand awareness. Similarly, adopting the same tone or voice in your copy can strengthen your ideal brand identity.
When writing the business profile description, be clear, concise, and consistent. Transparency in business means not hiding anything from your customers. As such, don’t share vague statements or unverified claims. To illustrate, with consumer privacy, brands should come clean on how they deal with collected data. Customers prefer companies that practice transparency—and they’ll hold them accountable if earlier statements and promises turn out to be false.
By taking advantage of WhatsApp Business, brands can establish a direct channel to communicate with their customers. Here, having a killer business profile can make your brand stand out from the rest.
CleverTap recognizes the potential of WhatsApp Business in directly reaching out to today’s customers. Instead of relying on third-party integrations, CleverTap has direct access to your WhatsApp Business Account. This means you can start building WhatsApp campaigns in minutes—directly from the CleverTap dashboard. More importantly, you can use CleverTap to communicate directly with your audience.
By leveraging built-in tools to analyze results and share actionable insights, CleverTap can help your business configure its WhatsApp Business profile and campaign messaging. Sign up now for a personalized demonstration of how CleverTap’s customer engagement platform can optimize and expand your business profile.
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