When it comes to promoting your online business, you want to leave no stone unturned. But at the same time, being able to leverage each marketing and advertising platform to its utmost potential is getting tougher by the day - especially owing to the increasing competition in the ecommerce industry.
One of the leading channels that ecommerce businesses tend to use the most for promoting products, deals and discounts, is Facebook advertising. It helps them get their value proposition noticed in times when the organic reach of posts is dipping every day, and get them actually noticed by a specific set of customers.
But with everyone using the same strategy, Facebook advertising and Facebook marketing is no longer ‘friendly’ for ecommerce businesses. More so if you have a resource constraint in terms of how much you can pay to play.
That’s where we’re seeing an increasing number of ecommerce businesses leveraging WhatsApp marketing to keep customers engaged, and make the most out of those they acquire through Facebook advertising and marketing.
In this blog though, we’re going to give you a side-by-side comparison of the two marketing strategies, so you can visualize why WhatsApp marketing may be the growth hack you’ve been waiting for.
WhatsApp marketing vs Facebook advertising/ marketing
1. Cost of running campaigns
WhatsApp marketing comes with fixed costs irrespective of the time you’re sending out a campaign or a broadcast at - peak time or peak season or a competitive period, you have a better hold on your spend.
On the other hand, running ad campaigns for Facebook marketing at peak hours or peak seasons can result in a much higher spend. Since you’re competing against many other businesses who are trying to tap into the same time period, you have to bid higher to get your ad campaign seen - this can turn into a very costly event if not managed properly or if the ads are not optimized continually.
2. Campaign personalization
With the help of a WhatsApp Business API solution provider like QuickReply.ai, you can personalize all the messages sent to your subscribers and customers on the messaging platform. This includes the ability to add their name, use their past purchase details, personalization of coupons and more to make the campaign more contextual to their journey with the brand.
When you’re running ads for Facebook marketing, you cannot personalize the campaign on an individual level. Your targeting is set to address a specific audience set that comes with the same or similar demographics and characteristics; so it’s more of a one-to-many approach of marketing instead.
3. Campaign delivery
With WhatsApp, the automations can help you pick when and how to deliver a campaign message to the recipient. Based on who you’re selling to and what your products are, you can schedule a campaign to be pushed out at a specific day and time, for maximum results. This also gives you more visibility on the campaigns.
On the other hand, Facebook advertising and marketing is entirely algorithmic. This means that your ad campaign gets distributed based on the targeting you have set; but ‘when exactly’ does the message get displayed to a user, is not in your control - which means lower visibility on when and how a campaign is delivered.
4. Campaign follow-ups
The good thing about WhatsApp marketing is that you can send follow-up messages to your campaigns at no extra costs. For example, if you have sent a message at 7 am, “Good morning, it’s your lucky day, buy 1 and get 1 free sale starting at 12 pm”; you can then also send a reminder at 12:15 saying, “Hey, sale is live and your favorite products are running out. Hurry!” - WhatsApp does not charge extra for follow up messages sent in the same 24 hours.
On the flip side, Facebook advertising and marketing costs for every campaign you set up. Even if it is a retargeting campaign, it comes at a cost that needs to continually optimized on the go to keep budgets streamlined.
This is especially important when you’re running campaigns to recover abandoned carts to bring back high intent buyers to the site to complete a purchase. You want to recover as many buyers at as low a cost as possible.
5. Personalized landing pages
Another aspect that you can look into is the personalization of where you make a recipient of the campaign land. With the help of the WhatsApp Business API and its smart integrations, you can push out personalized landing pages to your WhatsApp list for higher context and conversions.
With Facebook marketing, you’re driving an entire target audience segment to one landing page; which may or may not appeal to some consumers.
6. Two-way communication
Facebook advertising is more about broadcasting a one-sided message, wherein an interested consumer has only one way of interacting with the brand - clicking through the ad and going to the website and then leveraging features like a live chat to talk to the business.
WhatsApp on the other hand, is great for two-way communication. With its intuitive interface and abilities, consumers can respond to campaigns almost instantly and businesses can make use of interactive messages, chatbots or even a team of live agents to engage them in a real-time conversation.
7. Campaign exhaustion
To get the best of results on your campaigns, Facebook tends to push your ad campaigns to the targeted audience multiple times a day. This often leads to ad exhaustion, wherein the targeted consumer loses interest in the product altogether, and also leverages features like ‘show less of’ or ‘hide’ to see lesser of the ad campaigns.
On WhatsApp though, due to the limits sent by the messaging platform, businesses need to be conscious of their frequency of messaging. At the same time, the message delivery is in such format that it does not break the natural flow of app usage for the recipient, making them less likely to block the number.
As internet users, we’re seeing an average of about 5000 ads being displayed to us on social media every day in one form or another. This indicates just how many campaigns we’re exposed to on a daily basis and the number of businesses using this strategy to promote themselves.
On the other hand, since WhatsApp marketing has just begun to pick up, and a lot of businesses are still figuring out the nuances, there is lesser competition to tackle. This increases the chances of campaign success for your brand.
Which route should you take?
We actually suggest making the best out of what both the platforms have to offer - with click to WhatsApp ads.
These are Facebook advertising campaigns that are targeted at initiating a conversation with the audience on WhatsApp, so you can capture their intent, get them to opt-in to your list and turn conversations into sales with the help of smart automations that can be set up using a WhatsApp Business API solution provider like QuickReply.ai.
Ready to explore how you can use WhatsApp and Facebook marketing together?