🔹 What, when, and how to post?

One of the special advantages of a WhatsApp business account is that you can post content and build your business presence on this platform without it being classic “spamming” with messages. Here we primarily mean using the WhatsApp Status option and carefully sending informative messages (broadcast) to users who have expressed interest. Here’s how to devise a content plan – what to post, in what format, when, and at what pace:

• • What to post (content): Think about what kind of content your clients would like to see or what would be useful to them. Some suggestions:

    • • News about products/services: Present new products, announce upcoming services or improvements. E.g. “Our new spring dress collection has arrived – take a peek at the WhatsApp status for pictures!” or “This week 10% off air conditioning service, only for our WhatsApp contacts.”

     

    • • Exclusive offers: Reward your WhatsApp followers by offering them something exclusive there – a discount coupon, a flash sale, early access to a new offer. People like to feel special, and WhatsApp allows you to share such benefits directly with a specific group.

     

    • • Tips and useful information: Share short tips related to your industry that demonstrate your team’s expertise. If you sell sports equipment, post “5 tips on how to choose the right running shoes.” If you are a marketing agency, share a mini-tip of the week for better sales. This kind of content provides value without direct selling, which builds credibility.

     

    • • Testimonials and stories from satisfied customers: With permission, share a short story from a satisfied client or a screenshot of their thank-you message. This is powerful social proof. The format can be an image with text overlay (as a quote) on your status or a before/after collage with a description.

     

    • “Behind the scenes” content: Show the human side of your business – a short video from the workshop, a photo of the team preparing new products, or the morning atmosphere in the office with coffee. Such Status posts make followers feel more connected to the brand.

 

• • When to post (timing): The timing of posts can significantly affect the response:

    • • Time of day: Monitor your audience’s habits. If your clients are mostly working people, they will probably check WhatsApp only after work (after 5 PM) or during their lunch break. If you are targeting a younger demographic, late afternoon or early evening may be ideal. On weekends, people are generally more relaxed and have time to review statuses and messages. Test different times and track when you get the most Status views or message responses.

     

    • • Frekvencija: Consistency is important, but you don’t want to be intrusive. A WhatsApp status lasts 24 hours – it’s enough to appear a few times a week to stay on the followers’ radar. For example, 2-3 status posts per week can be a good start. If you have a lot of useful things to share, you can post more often, but be mindful of quality – better one interesting status every two days than five a day that are not essential. As for direct messages (broadcast lists), use them sparingly. Maybe send a group message once a month with truly important news or an offer. Anything more frequent risks people wanting to block you. Always ask yourself: if I were the client, would this message be useful and interesting to me?

     

    • Occasions and seasonality: Plan posts in accordance with important dates and seasons for your business. If Black Friday or holidays are approaching, increase activity and announce promotions. If you have a slower period, maybe run a poll or a quiz on your status to encourage interaction.

 

• • How to post (format and style):

    • • WhatsApp Status: Status is a great way to subtly tell the story of the day. You can combine photos, short video clips (up to 30 seconds per status), text on a colored background, and even links with a preview display. Try to ensure every status has a point or a call to action. For example, a series of 3 statuses: the first one asks a question (problem), the second shows the solution (your product/service), and the third calls to action (“Contact us with a message for more details!”). Add an emoji or sticker for a relaxed tone, but in line with your brand.

     

    • • Direct messages (broadcast messages): When you send a message to a large number of users via a broadcast list, it arrives as an individual message to everyone (provided they have saved your number in their address book, which is a prerequisite). These messages should feel personal and relevant. Avoid generic phrases like “Dear all, a notice for all our valued customers…”. Something like this is better: “Hello! We have good news – product X that you were waiting for has arrived. If you want to know the details or order, feel free to contact me here. Thank yourself for your trust!”. This tone gives the feeling of 1-on-1 communication even if you sent it to everyone.

     

    • • Consistent visual identity: If you create images for your status (e.g. promotional graphics, quotes, announcements), try to keep them in line with your company’s visual identity – colors, fonts, photo style. This gradually builds recognition. Luckily, on status, people focus on the content more than the perfect design, so you don’t have to be a designer – it’s more important that the message is clear (large letters, enough contrast).

     

    • Call to Action (CTA): As in all marketing content, consider what you want the user to do after viewing your status or reading your message. Do you want them to contact you for an order? To visit the website and buy? To share the information further? State it clearly. Example: “The offer lasts until Sunday – order your copy today by replying to this message!” or “For service details, we are here on WhatsApp – ask us anything.”.

 

• Engagement and feedback: WhatsApp has the advantage of making it easy to get a reaction. Try to encourage interaction from time to time. For example, post two new product designs on your status and include the caption: “Which one do you prefer? Send us a message with your choice 1 or 2!”. Or simply ask a quiz question relevant to your industry and offer a small discount to the first person who answers correctly in a message. These tactics make communication fun and two-way active.

Finally, regularly analyze what is working well with your audience. The WhatsApp Business app has basic statistics (number of messages sent, delivered, and read), and you can track how many people view your statuses and what kind of replies you receive. Whatever gets a good response – do more of that. Whatever gets no response – reconsider or eliminate. Adapt just like on any other marketing channel.

By combining thoughtful content with the right timing and format, you will build a strong presence on WhatsApp that clients will appreciate. Over time, they may even look forward to your new posts just as they follow their favorite brands on social media, only here the connection is even more direct.

🔹 Strategy for the first 30 days

The first month of using a WhatsApp business account is a crucial period to establish a good pace, gain an initial contact base, and start achieving results. Here is a strategy proposal – what to do in the first few weeks after launch, what the goals are, and how to monitor achievement (i.e. metrics like reach, engagement, and conversions):

Week 1: Laying the foundation and announcing presence

• • Technical setup: During the first few days, focus on making sure everything is technically working. Check that automated messages are working correctly (e.g. send yourself a message from another number to see if you receive the welcome message). Test the catalog link, and check that the profile is displayed correctly.

 

• • Adding existing contacts: Import or manually add existing clients who have given you their number to your WhatsApp. You can even contact them directly with a message that you are now available on WhatsApp (during this first week, while you are still “fresh”). Of course, do it tactfully and personally, not with a mass message. For example: “Dear Marko, this is [Your Name] from [Business]. I want to share some good news – we are now available via WhatsApp for all questions and orders. Feel free to message me here whenever I can help with something.” This clarifies the purpose of the new channel and invites interaction.

 

• • Channel promotion: Announce your WhatsApp presence elsewhere. E.g.: post on your Facebook and Instagram profile: “We are now on WhatsApp – ask us anything, the answer comes fast! [insert WhatsApp link]”. Add the WhatsApp contact button to your website (if you have one). The goal is for as many of your existing followers and clients as possible to know that they can find you there.

 

• Goals for Week 1: Increase awareness of the new channel. For example, the goal can be for at least 20% of existing clients you informed to send some kind of reply or greeting on WhatsApp (which will mean they have added you). Reach here can be measured by the number of people you sent that initial message to and the number of those who responded. Engagement is their response or even just them adding you (you see the message is delivered and read). Conversions in the first week are not primary, but it is possible that you already receive some product inquiries – which should be utilized to the maximum.

Week 2: Initial interaction and establishing a routine

• • First content: Start posting on WhatsApp Status this week. Something simple for starters – e.g. introduce the team or workspace (picture with the message “Greetings from our office, we are diligently working on your orders!”). Test the waters and see how many people view the status. If you have collected, say, 50 contacts so far, maybe 10-15 will see the status immediately – which is a good start.

 

• • Tracking inquiries: Now you can start receiving the first spontaneous messages from clients via WhatsApp (those you informed or new ones who came via the link). Be sure to respond promptly and monitor how conversations unfold. All positive experiences count. If someone orders something this way, that is your first conversion via WhatsApp – record it! Also, track how many inquiries you received and how many turned into sales (conversion).

 

• • Feedback from users: Ask some loyal clients for feedback. E.g. if you have a good relationship, ask them how they like communicating via WhatsApp, whether it is useful, and if they would like to receive notifications there. This can give you guidelines on how to communicate further.

 

• Goals for Week 2: Establish a rhythm – e.g. post at least 1-2 statuses this week, reply to 100% of messages within, say, 1 hour during working hours (set an internal standard). Measure engagement: how many views does the status have, how many responses do you get to sent messages. If you have at least a few conversations leading to sales, great.

Week 3: Audience growth and first campaign

• • Increasing the number of contacts: You already have some base, but you want it to grow. In the third week, you can introduce a small incentive: e.g. offer a giveaway or contest exclusively on WhatsApp. Example: “Share this link to our WhatsApp with a friend who needs our products; let us know who you invited – you both enter the draw for a 50% discount on your next purchase!”. This needs to be carefully designed so it doesn’t seem spammy, but it can bring new contacts through referral.

 

• • Broadcast message (promotional): If you have a specific promotion or novelty, the third week is a good time to try a broadcast message to all (or segmented) contacts who have already added you. Maybe you have collected, say, 100 numbers so far. Send them a personalized mass message: “We would like to thank you for following our news on WhatsApp. As a small token of appreciation, we have prepared a special offer for you this week: [offer description]. If you are interested, just send us a message here and you will get a discount. We are here for any questions!”. Be careful not to send such a message to cold contacts, but to those who are already in some interaction with you.

 

• • Tracking campaign results: If you sent the aforementioned broadcast message, track the metrics: what percentage read it (WhatsApp will show you a double gray checkmark icon for delivered and a double blue one for read – and statistics on how many were delivered/read out of the total sent). How many of them reacted (replied something, clicked on the link if there was one)? How many sales or orders resulted directly from that campaign? Write these numbers down, they will serve for comparison in the future.

 

• Goals for Week 3: Boost reach – meaning the number of people aware of your WhatsApp presence. This can be a targeted increase in contacts (e.g. +50 new contacts this week through referrals or a campaign). Also, achieve the first clearer conversions: e.g. at least 5 sales concluded through WhatsApp chat. Measure engagement through the response to the broadcast and general communication – ideally, at least 30-40% of the recipients of those messages should reply something (even just an emoji or “OK”).

Week 4: Analysis and optimization

• • Review of what has been done: You now have almost a month of data. Compile a small report for yourself: how many total contacts you have, how many messages you exchanged with clients, how many inquiries, how many sales. Which content was most viewed on status (if one type of post has significantly more views, highlight it)? Which questions came up frequently (you can use this to supplement the quick replies section or the FAQ on your website)?

 

• • Strategy optimization: Based on the analysis, decide what you will change or continue:

    • • If the response to the broadcast was weak, it might be necessary to better segment contacts or improve the offer/message.

     

    • • If statuses had many views but few messages, perhaps include a clearer call to action in the status next time.

     

    • If you notice that most messages arrive at a certain time of day, organize your schedule so that someone is always monitoring WhatsApp at that time.

 

• • Long-term plan: Devise a content calendar for the next month or two based on what you have learned. Identify important dates (e.g. seasonal sales, events) and plan WhatsApp activities around them. Also, if some clients have become truly active via WhatsApp, consider how to retain them – maybe by creating a VIP broadcast list for the most loyal ones with special benefits.

 

• Setting future KPIs: Depending on the nature of the business, define the key metrics you will continue to track. This can be the monthly number of new leads via WhatsApp, the average response time (aim to be under X minutes), the conversion rate of leads into buyers through this channel, etc. Set realistic goals for the second month – e.g. double the number of contacts, achieve 20% more sales than in the first month, or similar, so you have guidance and motivation.

During these first 30 days, the most important thing is to establish a routine and for clients to gradually start perceiving WhatsApp as a natural channel for communication with you. Not everyone will “jump” to messaging immediately – some will still call or send emails. That’s okay. Over time, as they receive quick answers and perhaps exclusive benefits via WhatsApp, an increasing part of the communication will shift to this faster and more interactive channel. And throughout that time, you will learn a lot about your customers and their habits, which is valuable for your overall sales strategy.

🔹 Common usage scenarios and tips

In practice, you will use WhatsApp Business for various situations. Below are some most common scenarios with tips on how to get the most out of them, as well as mistakes to avoid:

• • Scenario 1: Pre-sales inquiry from a potential client
    Situation: Someone who is not yet your customer reaches out with a question about a product/service.
    Tips: Respond quickly and cordially (first impression!). Give clear and relevant information, as we described in the previous sections. Offer help in making a decision – e.g. suggest an alternative if the requested product is not available or ask a follow-up question to precisely understand what the client needs. The goal is to convert the inquiry into a sale through customer guidance.
    Mistakes to avoid: Do not leave a potential client on “hold” for hours. Also, do not give brief answers like “Yes, we have it” or “No, we don’t” without additional information or a call to action. This easily leads to a lost opportunity.

 

• • Scenario 2: Negotiating details and closing the sale
    Situation: The client has expressed an intention to purchase – e.g. they want to order a product or schedule a service, and you are agreeing on the details via WhatsApp (delivery address, time, payment…).
    Tips: Clearly summarize the agreement to avoid misunderstandings. E.g. “So, you ordered XYZ, quantity 2, total price 3,000 RSD. Delivery to address… Will be delivered by Friday. Cash on delivery.” Ask for confirmation that everything is correct. You can also send a more formal offer or invoice in PDF format through the chat, for the record. Leave a good impression during closing – thank them for the order and confirm that you are there if there are any questions.
    Mistakes: Don’t forget to check if you have all the necessary information before ending the conversation (e.g. product color or size, exact address). You don’t want to chase the buyer for details afterward – that looks unprofessional. Also, don’t forget to fulfill your promises (sending confirmation, tracking the shipment, etc.) – make a note of everything you promised during the chat.

 

• • Scenario 3: Post-sales support or questions
    Situation: A customer who has already made a purchase reaches out with an additional question, eventually a problem or a need for support (e.g. instructions for use, complaint, exchange).
    Tips: This is a chance to build loyalty. Show care and dedication. If the question is about instructions – patiently explain, send a link to the online manual or a screenshot. If it’s a complaint – apologize for the inconvenience, say that you will immediately take the necessary steps. If needed, switch the conversation to a more private flow (WhatsApp call or video call) if it’s easier to explain. People appreciate it when you listen to them and solve their problem quickly. After resolving it, follow up on satisfaction – e.g. after a couple of days briefly reach out “Is everything okay with the new product we sent?”.
    Mistakes: Never ignore such messages because “the sale is already closed.” On the contrary, post-sales support on WhatsApp can turn a one-time buyer into a regular one. Also, do not adopt a confrontational tone if the buyer is dissatisfied; maintain professionalism and offer a solution instead of arguing.

 

• • Scenario 4: Sending group announcements (broadcast) and notifications
    Situation: You have news or a promotion you want to send to all (or many) of your contacts.
    Tips: As you probably know, use broadcast lists instead of group chats (because in a group, everyone sees everyone else’s numbers and messages – which violates privacy and can irritate users). Before sending a message, segment contacts if possible: e.g. inform existing customers about a discount on accessories for a product they bought; inform new leads about a general welcome discount. The more relevant the message is to the segment, the better it will perform. Always strive for the message to look like it was written 1-on-1, even when it wasn’t. And offer the option to opt-out of receiving such messages (e.g. “If you no longer wish to receive such notifications, feel free to let us know – we completely understand.”). This respects the user and gives them a choice.
    Mistakes: A big mistake is adding all clients to one group chat without their consent. Many perceive this as a privacy violation and will quickly leave the group or block the number. Another mistake is sending such messages too often or un-targeted – this leads to a reduction in trust. One more thing: do not forward chain messages or generic holiday greetings to everyone – such things often circulate and can seem insincere when they come from a business.

 

• • Scenario 5: Using WhatsApp groups for specific purposes
    Situation: You are considering forming a WhatsApp group for a specific purpose – say, a VIP customer club, a group for participants of an event or course, or an internal group for sales teams.
    Tips: WhatsApp groups can be useful, but they have a different dynamic than 1-on-1 chat. If you create a group with clients, explain clearly its purpose and rules. E.g. “Dear customers, this group was created so you can be the first to know about our new collections and exchange impressions. Please respect the rules: no spam, ads, or inappropriate content. We from [Company Name] are also here to answer your questions.”. A group can create a sense of community (e.g. users of the same product sharing experiences), which is great for loyalty. Regularly monitor communication, respond, and moderate as needed. In the group, you can also use Broadcast within the group for important announcements (but in a group, everyone sees the message anyway).
    Mistakes: Passive group management – if you let it go unsupervised, it can turn into chaos or inactivity. Also, too many sales messages in the group can repel members; the goal is for them to feel special and receive value (whether exclusive info, support, or community). And never add people to a group without asking – first post an invitation somewhere or ask directly if they want to join.

 

• Scenario 6: Profile and content errors (which are also general mistakes to avoid)
  Situation: This is not a single event but a general occurrence – some companies do not utilize everything they can on WhatsApp and make mistakes that cost them effectiveness.
  Tips: Let’s summarize some common mistakes to avoid:

  • • Incomplete profile – as we emphasized, this reduces trust​.

   

  • • Inconsistent or infrequent communication – if you open a channel, and then don’t respond to messages for days and days, you might as well not have offered it.

   

  • • Overly formal communication – WhatsApp is still chat, don’t be as stiff as in a business letter, because you will seem cold.

   

  • • Sending large files unnecessarily – e.g. don’t send a 100MB video directly to someone without asking, as it can consume their internet and memory. Always ask “Would you like us to send you the catalog (5MB PDF) here?” before sending.

   

  • • Ignoring opt-in rules – formally, to send messages via the WhatsApp Business API to users, you must have their permission. With the regular Business app, adhere at least to ethical opt-in: send messages to those who first wrote to you or gave you their number for that purpose. That way, you will prevent anyone from reporting you for spam.

   

  • Underutilizing available tools – if you don’t set up quick replies, labels, or a catalog, you are depriving yourself of benefits that make your work easier. All of this is there to help you scale communication and be more efficient – invest a little time to set them up and it will pay off many times over.

By learning from these scenarios and possible mistakes, you will be able to adapt your approach to different situations. Every conversation on WhatsApp carries potential – whether to sell a product, solve a problem and impress the customer, or gain valuable feedback. Combine best practices and your own experience to develop your unique communication style that pleases your clients and brings results to your business.

🔹 Advanced tips

When you master the basics and get accustomed to daily WhatsApp communication with clients, it’s time to take the game to the next level. Advanced tips will help you further increase WhatsApp’s reach and efficiency and connect it with the rest of your activities:

• • Using WhatsApp Status for marketing campaigns: We already mentioned Status as a posting tool, but it’s worth highlighting some more advanced tricks:

    • • Stories style: Use the fact that statuses last for 24 hours to create mini-campaigns. For example, over one day, post a series of statuses that together form a story – from problem to solution to call to action. This can increase engagement because it encourages users to follow all parts of the story.

     

    • • Product linking: If you have a catalog set up, when you mention a specific product in your status, you can use the option to insert an emoji/link in the message (if you are typing a text status) that leads to that product in the catalog or on your website. This way, interested people can easily find out more or order.

     

    • Status analysis: Pay attention to who views your statuses. WhatsApp shows you a list of viewers. This is a potential list of warm leads! Say, you posted a new product and you see that 50 people viewed it. You can send a personal message to some of them in the next day or two: “Hello Marko, we noticed you were interested in our new product X on Status. If you have any questions about it or want a discount for the first purchase, we are here – just let us know.”. This kind of follow-up turns a passive observer into an active conversationalist, but do it discreetly and selectively (perhaps for those you already know are potential buyers).

 

• • Connecting with other channels and tools: WhatsApp does not have to be isolated. Here’s how to connect it to the bigger picture of your sales and marketing:

    • • Facebook/Instagram ads with WhatsApp CTA: As you probably know, on Meta ads you can select the goal “Click to WhatsApp”. This means the user is shown a button in the ad and clicking it leads directly to a WhatsApp chat with your business. Use this to generate leads – e.g. the ad “Request a free consultation – send us a message!” directs people to contact you on WhatsApp. This is a powerful way to turn a cold contact from an ad into a conversation, which your sales team can then develop.

     

    • • WhatsApp on the website: There are widgets (even the official WhatsApp code snippet) that you can add to your website to display the “Chat with us on WhatsApp” icon. This is fantastic for catching website visitors who have questions – it’s easier for many to click and ask on chat than to call a phone number or fill out a contact form. Integration is usually simple and can increase conversions from your website.

     

    • • CRM integration: If you use a CRM (Customer Relationship Management) or support tool, consider integrating WhatsApp. To start, you can manually record in the CRM which clients you contacted via WhatsApp and key information from those conversations. For more advanced users, the WhatsApp Business API allows connection with platforms such as HubSpot, Zoho, and similar, where all chats are logged, can be assigned by team, etc. This may be for a later stage when the volume of messages increases.

     

    • Chatbot on WhatsApp: At some point, if you start receiving hundreds of inquiries a day, consider a chatbot solution via the WhatsApp Business API. The chatbot can answer basic questions 24/7 (like a virtual assistant), and in more complex cases, redirect the conversation to you or your team. Statistics show that more than half of consumers want to use WhatsApp for customer support​, and chatbots are becoming increasingly advanced in understanding these requests. Of course, implementing a bot requires technical engagement or expert assistance, but the benefits can be great for scaling support.

 

• • Advanced contact segmentation: In addition to basic labels, develop your own system for who your contacts on WhatsApp are. E.g.:

    • • Leads (have not bought yet),

     

    • • One-time buyers,

     

    • • Regular buyers,

     

    • VIP buyers (spend the most or buy most often). For each of these groups, you can have a different approach to communication and offers. VIP clients can be treated to personalized messages with a discount for their birthday, leads can be occasionally sent educational content to win them over, etc. The better you tailor the message to the recipient, the greater the effect will be.

 

• • Tracking metrics and optimization: Get into the habit of periodically (monthly, quarterly) measuring the success of the WhatsApp channel. We already touched upon which metrics to track: number of contacts, response time, conversion rate of inquiries into sales, customer satisfaction (you can occasionally send them a short question to rate the service after resolved support). If you notice stagnation in user growth, increase channel promotion. If engagement drops, re-examine the quality of the content. This data-driven approach will help you ensure WhatsApp remains a profitable channel, not just an interesting experiment.

 

• • Team education and responsibility sharing: If you are a larger company and multiple people communicate with clients, be sure to define protocols and train the team for WhatsApp communication. Everyone should use a similar tone that is consistent with the brand. Fortunately, WhatsApp Business (non-API version) now allows use on multiple devices at once – practically, multiple team members can simultaneously respond to messages via one account (web or desktop application connected to the same business number). Use this to shorten the response time. Share responsibilities, e.g. who monitors morning shifts, who monitors afternoon shifts, who handles technical questions, who handles sales questions, etc., so you don’t clash or duplicate answers.

 

• Stay up-to-date with novelties: WhatsApp continuously improves its services for businesses. Recently, “WhatsApp Communities”, the Meta Verified option for business profiles (to get a verified badge), and various e-commerce functionalities such as in-chat payments (currently in some countries) have been introduced. Follow the official WhatsApp Business resource center and announcements to be among the first to try out new features. Every new feature can give you an advantage over the competition if you smartly integrate it into your strategy.

By combining these advanced tactics with the established basics, you will turn WhatsApp into a real small ecosystem for your business. From the first contact with a potential buyer, through nurturing the relationship and support, to repeated purchases and loyalty – all of this can take place in a single application on the phone. That is a power that a smart entrepreneur will not miss the opportunity to use.

🔹 Conclusion

WhatsApp Business is much more than just a chat application – it is a sales channel, service center, and marketing platform all in one.

Through this post, we have seen how to maximize its potential: from correctly setting up your profile with all the details, to conducting effective and warm communication with clients, to designing content that engages and sells. We also learned how to strategically approach the first 30 days to gain momentum, which mistakes not to make, as well as advanced methods to connect WhatsApp with other channels and elevate the user experience.

The advantages of using a WhatsApp business account are clear: direct access to customers (without intermediaries and algorithms filtering posts like on social media), speed of interaction (the conversation takes place in real-time), and personal approach that builds trust.

When you add functionalities such as the catalog, automated messages, and integration capabilities – you get a tool that can speed up the sales process and increase customer satisfaction. After all, modern customers want communication on their terms – and 65% of them feel more comfortable sending a message to a business than an email​.

Why wouldn’t you meet them halfway?

Most importantly, approach WhatsApp communication with a genuine desire to help the client. That positive, friendly energy breaks through the screen and creates loyalty. With a little humor and warmth, you will be remembered – and people like to buy from those they find pleasant and trustworthy.

Call to Action: Are you ready to take your sales to the next level with the help of WhatsApp? You don’t have to be alone on that journey. We at Skenderović Consultants are happy to help businesses establish effective digital strategies. Contact us today – visit our website skenderovic.biz and schedule a consultation or additional training on WhatsApp marketing and other tools.

Together, we will create a tailored strategy for your business, so that every “Hello!” on WhatsApp becomes a potential “Thank you, I’m buying!”. We wish you happy messaging and successful sales!