If you’re on the fence about WhatsApp, know this: Meta’s goal is to make WhatsApp a household name, whether it is to shop, chat, or stay on top of news and events. That from a recent New York Times article. In it, Will Cathcart, head of WhatsApp confirms what we are already seeing, that the conversation has moved from ‘WhatsApp is the app I use outside the US when I travel,’ to something much more mainstream in the US. Below, we get detailed and actionable about what this means to you.
Word from Apptopia confirms as much. Its numbers show WhatsApp’s daily active users grew by 9% in the US last year, with 50% of these users chatting daily on the app, 78% weekly. Aside from Meta’s interest in cementing this app as the singular messaging tool among consumers worldwide, pundits point to a variety of reasons for the uptick in the US – the preference for messaging versus emailing, the preference for closed-group messaging rather than social media blasts, the increase in post-pandemic international travel, and the app’s ease of use for business communication just to name a few.
Events you won’t want to miss:
Let’s talk international student enrollment at the upcoming AIRC Spring Symposium on April 30. Intead will be presenting on student recruitment marketing budgets – we've got some great new insights to share. Register today!
The Intead team is gearing up for some amazing presentations at:
- ICEF North America in Niagara, Canada, May 1-3, 2024
- NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
- GMAC 2024 Annual Conference in New Orleans, June 19-21, 2024
Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com)
Those who read last week’s post know how we feel. (Get to it!). It just makes so much sense for universities to have a Business WhatsApp account, especially those who work with international students. And now, we believe, for domestic markets, too. Check out our handy, quick-hit, 11-step check list.
Just like last week, this post is the kind of thing you might want to share with your enrollment team and prompt a discussion at the next team meeting. How would you adapt our recommendations to your particular situation (CRM, staff structure, enrollment pipeline, etc.)?
If you are going to be using WhatsApp, we strongly recommend you puppeteer these communications from a WhatsApp Business account. We got into the meat and potatoes of setting these accounts up last week. Now, let’s get to dessert, aka best use practices. Read on…
Best WhatsApp Marketing Practices
As we mentioned last week, setting up a WhatsApp Business account can be a little cumbersome, so follow the 11-step guide we outline in part 1 of this series. Then, once your WhatsApp Business account is set up, you can start putting it to work for you.
Our best practices to set you up for success with your prospective students:
- It’s for texts, not emails. Emails have their place in your bag of tricks but it’s not how you approach WhatsApp. We’ve seen institutions try to push email-style copy though, and to no avail. Keep your communication on this app simple and direct. Your content team needs to think text. Think emoji.
- Link multiple devices to your account. You can link up to four devices in addition to one cell phone. You truly need a dedicated institution cell phone tied to your WhatsApp Business account. Do not make the common mistake of tying the account to a staff or intern cell phone. Linking multiple devices will enable more team members to respond to messages, etc.
- Users want one-to-one communication. Personal connection is human nature and matters a whole lot to your prospects. Personalizing texts based on your previous interactions with a prospect can go a long way to creating meaningful interactions.
- Audience segmentation applies to WhatsApp text, too. A simple marketing approach is dividing the audience into segments (e.g., inquiry, admitted, enrolled) and sending targeted messages. Each text should be tailored to reach a specific audience and their needs: "Ready to join our community?" for prospective students or "10 things to know before arriving" for those already admitted. It will both save you time and be truly useful to your students/prospects. As you get comfortable with the processes, we suggest you further segment audiences by country (as well as where they stand in the recruitment funnel). Cultural references (holidays and the like) show your student leads that you see them for who they are, not just a number.
- Note the time of your texts. Timely messaging is a part of personalization in today’s digital world. If you miss the right moment, it won’t work. Pay attention to the days and times with the most engagement. There is no one-size-fits-all solution here, so just try different variations. For international students, absolutely consider time zones when you are sending. A text arriving at 3 a.m. rarely produces the results you want.
- Multimedia and interactive content is a good idea. Visuals are a highly appealing way of communicating. So have fun! Use memes, stickers, and emojis. Share visual content, such as images or videos, to engage students and showcase the campus in the most appealing manner. Interactive content can include polls, quizzes, or surveys to encourage their participation and gather valuable feedback.
- Put the WhatsApp bot to work. Most institutions can’t afford to have someone available on the phone all the time. But WhatsApp Business can be. The WhatsApp bot was designed to inform users (through the automated response feature) and answer questions, eliminating the need for a human on the line 24/7. For better or worse, students expect this level of attention. You can be up front about your use of the bot. Let them know it is 3 am for you at the moment and you’ll be responding as soon as you down that first cup of coffee in the morning.
- It’s surprisingly useful at building community. The group chat option on WhatsApp has an extra advantage: it lets prospective students come together and build a sense of community. Since WhatsApp is naturally a social platform, it can be used to help potential students connect with others facing similar decisions.
Tailoring WhatsApp Communication Throughout the Stages of Student Recruitment
As of yet, WhatsApp is not really your tool for the top-of-funnel engagement in the recruitment process. This option hits its stride after you have captured a prospective student‘s interest. That initial contact can come after a conversation or even through a QR code.
Here are examples of how you can leverage WhatsApp for personalized communication at various stages of the student journey once you’ve captured the lead (have their contact information):
Inquiry Stage
- Welcome new inquirers: Briefly introduce yourself, this is a personal interaction app after all. Answer their initial questions using a pre-written, personalized message template.
- Schedule one-on-one chats: Offer personalized consultations using individual chats. Discuss specific interests, academic programs and any concerns they may have.
- Provide resources and updates: Share relevant program information and scholarship opportunities or answer specific questions about campus life they may have through individual messages.
- Engage with status updates. Status updates are easy, low-pressure ways to engage with your contacts and great ways to showcase your institution’s brand, events, campus, and students.
Application Stage
- Send application reminders: Gently remind students about application deadlines with a friendly message. Offer encouragement, maybe even a t-shirt credit at the campus bookstore.
- Offer application support: Use individual chats to address specific application process questions or concerns.
- Provide progress updates: Inform students about their application status and next steps (e.g., interview invitation) through individual chats.
Admission Stage
- Welcome admitted students: Send a personalized welcome message congratulating them on their admission and expressing your excitement to have them join the program. Consider another campus bookstore credit. Maybe a mug this time.
- Offer post-admission support: Assist admitted students with next steps like housing and registration and answer any questions they have through individual chats or targeted group messages.
- Connect admitted students with each other: Create optional group chats based on program interest or year of admission to foster a sense of community and allow students to connect. Maybe offer a campus bookstore credit for a hat if they send in their enrollment deposit.
You can use group chats at any of these stages to create a deeper connection with your prospective students while also helping build their sense of community (so, so important). The key here is to segment groups first to avoid overwhelming them. Only share relevant information in group chats.
Ask questions that engage them on intriguing topics related to your institution. Host Q&A sessions. Share campus fun. Do whatever makes sense and fits into your communication strategy. Express the unique qualities your institution brand represents.
We already sense you thinking about what those WhatsApp groups could be. Country or regional-specific groups, recently admitted students, groups based on academic majors, groups who were part of a specific event, music fans, and other interest groups, the opportunities are endless.
So, it turns out WhatsApp is not so hard after all. If your goal is to meet prospective students where they’re at, then it’s time to get started on this app. And if you need help getting started developing the communications strategy and engaging content that shows your student leads what drives your institution forward, well, we are right here: info@intead.com.
