WhatsApp Marketing for Online Academies

Date

April - 2022

Client

Anybodycanbake, Pune

Client Profile

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Industry

Online Education (Baking Academy)

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Company Size

5–10 employees

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Target Audience

Aspiring bakers, home bakers, and professionals looking to master baking skills through online courses and workshops

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Geographic Target

India and global markets, focusing on English-speaking audiences interested in baking

Problem Statement

Anybodycanbake, an online baking academy, struggled with manual processes for engaging leads, resulting in delayed responses and missed conversion opportunities. As WhatsApp was a preferred communication tool for their audience, the team sought to integrate it into a marketing automation system to drive enrollments efficiently while maintaining a personal touch presenting the importance of WhatsApp marketing.

Business Goals

Automating WhatsApp marketing tasks improves efficiency as a primary communication channel helps nurture leads and convert them into paying customers. Personalizing interactions enhances user experience and boosts engagement.

Challenges

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Manual Lead Follow-Up

Engaging with leads individually on WhatsApp consumed significant time and resources and promoting WhatsApp marketing.

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Low Engagement Rates

Generic and delayed responses on WhatsApp led to lower lead engagement.

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Lack of Automation

The absence of an automated system made it difficult to handle multiple leads effectively, especially during promotions or course launches.

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Tracking and Analytics

Limited visibility into engagement metrics for WhatsApp communications hindered campaign optimization.

Strategy and Tactics

A WhatsApp marketing automation strategy was implemented to simplify lead nurturing, enhance personalization, and streamline communication.

Services Provided

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Lead Capture and Segmentation

WhatsApp opt-in forms were integrated on the website and landing pages to collect user details and preferences. Leads were segmented based on course interests, location, and buying intent to send tailored messages.

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WhatsApp Marketing Automation

Automated workflows were designed to send personalized messages for new course launches, reminders, and follow-ups. Pre-built templates were used for quick responses to FAQs, pricing inquiries, and enrollment processes.

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Behavioral Tracking and Engagement

User actions like course page visits or incomplete enrollments were monitored to trigger behavior-based WhatsApp marketing messages, such as abandoned cart reminders. Multimedia content like baking tips, short videos, and success stories was shared to keep the audience engaged.

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Customer Support Automation

A WhatsApp chatbot was deployed for instant responses to common queries, ensuring 24/7 availability. Complex queries were directed to human representatives for a seamless customer experience.

Tools and Technologies

PA CRM

For lead segmentation, behavior tracking, and WhatsApp integration.

WhatsApp Business API

To enable automated messaging and track engagement metrics.

Pabbly Connect

To connect WhatsApp workflows with other platforms and automate data synchronization.

Google Analytics

For tracking website behavior and correlating it with WhatsApp engagement.

Results & Metrics

Lead Engagement Efficiency

Reduced manual follow-up time by 75% through automated WhatsApp workflows.

Improved Engagement Rates

WhatsApp messages achieved a 70% open rate and a 45% response rate, significantly outperforming other channels.

Conversion Rate Boost

Course enrollments increased by 35% due to timely and personalized follow-ups on WhatsApp.

Customer Retention

Repeat enrollments for advanced courses grew by 25%, driven by targeted re-engagement campaigns.

Before & After Comparisons

Metric

Before

After

Monthly Course Enrollments

120

162

WhatsApp Response Rate

25%

45%

Cart Abandonment Rate

40%

22%

Manual Follow-Up Time

20 hours/week

5 hours/week

Quote
Founder,
Anybodycanbake

Conclusion

Anybodycanbake successfully leveraged WhatsApp marketing automation to enhance customer engagement, streamline communication, and boost course enrollments. By integrating behavior-based messaging and chatbots, the academy not only increased efficiency but also built stronger connections with its audience, resulting in higher retention and conversion rates.

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