WhatsApp is a great tool to convert leads to students because of its nativity for the current generation. These are the slides from a workshop - additional information was given, which is not on the slides, so reach out, if you have questions: +4942184780289

1. convert leads with
WhatsApp for Business
a low effort way for the whole marketing funnel
Amsterdam 25th of April, 2018
1

2. WhatsApp in a nutshell
Overall
 1.6 billion users worldwide – some
countries with 90%+ usage ratings
(less in the US and China).
 Free
 Higher response rates than emails
 Built-in read-notification of
messages
 1-n communication and groups
possible (broadcasting lists &
group chats )
 Easy copy & paste from documents
possible with WhatsApp Web
 Built-in backup of messages and
pictures
Pretty recent
 WhatsApp Business App
Future
 Facebook-WhatsApp Integration
 Payment
faethe.marketing  made measurable 2

3. Business App
Additional features
 Profile with location, picture,
description
!Not possible to change the
name later (and currently also
not the number)
 Opening hours
 Out of office message
 Welcome message
 Quick replies
 Labelling
 Statistics
 Profile verification
Same key features
 Free
 Group chats, broadcasting
 Links, pictures, videos
Missing
 No API though and not planned
(APIs are interfaces to other
programmes like CRMs etc.)
 Multi-User Access
(One number = one phone)
requested though
faethe.marketing  made measurable 3

4. agenda
prelude – done
test: example, action  questions & understanding
plan: how to integrate it
execute: how will you integrate it
wrap up
faethe.marketing  made measurable 4

5. Double the
inflow,
Double the
outcome
ALL PROSPECTIVE
STUDENTS ACROSS THE
GLOBE
Double the conversion,
Double the outcome
the recruitment funnel
Improving the last conversion steps
first, affects your whole marketing
faethe.marketing  made measurable 5

6. Customer journey
faethe.marketing  made measurable 6

7. Customer journey
faethe.marketing  made measurable 7

8. your turn –
experience
yourself
WWW.FAETHE.MARKETING/WHATSAPP-LEAD-CAPTURE/
FAETHE.MARKETING  MADE MEASURABLE 8

9. agenda
prelude
test: example, action  questions & understanding
plan: how to integrate it
execute: how will you integrate it
wrap up
faethe.marketing  made measurable 9

10. plan: how to integrate it (1/3)
1. Do you want to use it?
2. For which audience?
Typical options
a) Every active lead in the database receives an intro message
b) Only those receive a WhatsApp, who sign up now
c) Only VIPs get an active message, the others just see a link to it
d) No one receives a message – it is a passive tool e.g. just mentioned in your
signature, on your website etc.
Every table gets one option
Argue why this is a good choice
Outlines a matching welcome message
Share with the rest (verbal)
Time: 15min
faethe.marketing  made measurable 10

11. excursion:
WhatsApp
“add-ons”
3rd party applications:
newsletters, APIs, chat
bots etc.
Not verified by
WhatsApp, e.g.
 whatsbroadcast.com
used by University of
Cologne or
holidaypirates.com
 instantkom.de/
 atms.at
 appworkx.de/
No single number to
contact
 Can‘t use your existing
numbers
 No regular calls possible
(but who calls still?)
faethe.marketing  made measurable 11

12. agenda
prelude
test: example, action  questions & understanding
plan: how to integrate it
execute: how will you integrate it
wrap up
faethe.marketing  made measurable 12

13. excursion: limits and ways around
virtual number (i.e. Spikko)
WhatsApp Web
remote desktop (i.e. Chrome)
1 number
= 1 phone
• „by hand“
• emailing of messages (only on
the phone)
No API
i.e. to your CRM
• partial problem
• might get sorted out in time
oAndroid only
(Business App)
faethe.marketing  made measurable 13

14. plan: how to integrate it (2/3)
3. Which purpose?
a) Direct response channel
b) Automatic lead nurturing
4. Which number to use?
new, existing, land-line (not possible in most countries)
 Write down, what is your purpose and discuss it on the table
Time: 10 min
faethe.marketing  made measurable 14

15. excursion:
existing
leads?
faethe.marketing  made measurable 15
 Import possible via Gmail
contacts
(you might need to change to
the old view)
 Double check the number
format (0044… is better, but
sometimes if you create the file
in Excel it omits the „00“)

16. plan: how to integrate it (3/3)
5. Which account to use?
a) New Google account
b) Existing one (e.g. from AdWords, Google Analytics or calendars your might
use)
 Where do you want your contacts to be stored?
 Which number are you using? Do you want to have more contacts on the
phone than just from WhatsApp?
faethe.marketing  made measurable 16

17. agenda
prelude
test: example, action  questions & understanding
plan: how to integrate it
execute: how will you integrate it
wrap up
faethe.marketing  made measurable 17

18. Lesser known features
Group messaging
 Can also be started from
WhatsApp Web
 Invitation link
 Limit of 256 people per group
Broadcasting
 Can only be started from the
phone
 Each contact has to be picked
individually, they need to have
you in their contact list!
 Max. 256 contacts per broadcast
 Once set up, can be addressed via
WhatsApp Web
WhatsApp Web
 WhatsApp from your computer
 Allows for copy&paste
(for sending and storing)
faethe.marketing  made measurable 18

19. excursion:
AutoResponder
faethe.marketing  made measurable 19
 3rd party app with some more
features
 Triggered responses
 Selective responses (by person)
 Try it out by sending a message
via WhatsApp including the
word “fee” (you might also get
a welcome message before
from the WhatsApp Business
app)
 It also allows for delaying auto
responses

20. execute:
WhatsApp in your life cycle
1%
5%
15%
33%
60%
80%
95%
Traffic Lead Applicant Accepted Enrolled Student Alumni
COMMITTMENT TO YOUR UNIVERSITY
faethe.marketing  made measurable 20

21. Group work:
Plan a consistent implementation for one of your other functions
(e.g. student or teacher management, activities, host families…)
 Two groups
 Time: 10min
 Present results afterwards
faethe.marketing  made measurable 21

22. agenda
prelude
test: example, action  questions & understanding
plan: how to integrate it
execute: how will you integrate it
wrap up
faethe.marketing  made measurable 22

23. Double the
inflow,
Double the
outcome
ALL PROSPECTIVE
STUDENTS ACROSS THE
GLOBE
Double the conversion,
Double the outcome
the recruitment funnel
Improving the last conversion steps
first, affects your whole marketing
faethe.marketing  made measurable 23

24. questions & feedback round
faethe.marketing  made measurable 24

25. questions always welcome
e.g. via or elias@faethe.marketing
faethe.marketing  made measurable 25
Additional ressources:
 LinkedIn Post about WhatsApp for Business
 Longer article on using the regular WhatsApp at universities
 Contacts importing template for Gmail contacts
Links used:
 Landing page example
 WhatsApp newsletter by a university, only in German though – alternatively
try out HolidayPirates newsletter
 WhatsApp web
 Spikko (for virtual numbers usable for WhatsApp)
 3rd party newsletter and API providers:
whatsbroadcast.com, instantkom.de atms.at appworkx.de
 Remote desktop for Chrome

26. addition: GDPR and
Perspective of faethe.marketing on GDPR, WhatsApp and Gmail Contacts
Google and WhatsApp will adhere to GDPR
Focus on new contacts from your website or with forms including a WhatsApp opt-in (you need
consent for importing existing contacts)
If you use WhatsApp in your recruiting, a) use the business version because it allows b) a welcome
message with all relevant details, e.g. if they click on a WhatsApp link on your website:
Thank you for your message. To comply with the EU law on data protection, we happily tell you that we store
your information/ this conversation together with your phone number to answer questions you have about
our university. We can only do this, because you have given us consent in a form or by reaching out first. We
will keep this information until we haven‘t heard from you for 1 year or until you want us to delete it. For any
further questions on storing this information you can reach John Doe at john.doe@princes-education.com. In
case of a complaint, there is an authority for this.
(based on Section 2, Article 13, EU GDPR law)
Use groups only with an invitation link, due to the visibility of all group members
If you want to store the data in a CRM, a separate consent is recommended
Further readings:
Detailed GDPR impact for universities post here
And a different view on WhatApp usage by companies here
faethe.marketing  made measurable 26