Are you campaigns failing to engage with your targeted audience? Do you get irrelevant or cold responses from your marketing efforts? If that is so, then you need to cross check your strategy. Often, such failures result when a particular campaign sent to a group of customers doesn’t address their concern or when you just randomly target prospects without having any idea about what they are looking for. As a result, your initiatives fail to draw attention and recognition. Permission marketing is one such method that can help you with effective solutions in that matter.
Coined and popularized by Seth Godin, permission marketing has completely replaced the traditional practice of interruption marketing in which customers were forcefully showered with advertisements no matter whether are relevant to them or not. Godin found this method turning out to be less effective in the modern world because, with an excess of interruption, people start withdrawing interest from the specific brand and refuses to respond. That is why he came up with the concept of permission marketing where customers opt-in to receive any marketing communication at their own choice. They receive direct mails, emails, or any other form of advertisement only when they wish to and not because the brand wants them to bombard them with ads.
Moreover, over the time Godwin undertook various research and observations and found that campaigns with consent from the customer happen to be more successful than the interrupted ones. As a result, he concluded useful marketing strategies based on the following selects:
• Make people anticipate the necessary information about a particular product/service that your brand is going to offer, triggering their curiosity and interest level.
• Ensure that the marketing information delivered to the customer is clearly relatable and understandable for the customer.
• Offer marketing content surrounding the topic of interest of the customer that they will find useful.
Every business whether an established one or a startup would never want to project any lies to the customer just for promotion. The basis of a seller-consumer relation should be based on trust and transparency. That is why Godin discarded the interference marketing tactic as something that doesn’t add value to your campaigns. According to him, a marketing model that focuses on delivering value that customers can relate to is what proves to be worthy of investment.
Hence, permission marketing seems an ideal tool for both generations-old enterprises and beginners that can help them reinvent their practices and build a strong reputation and an expanding customer base.
Here are some effective tips for all the marketers out there that can help them make every effort count in the world of permission marketing.
One of the easiest ways to attract the attention of your targeted audience towards your marketing messages is to offer them unique and informative content. Once the customer permits you to send marketing messages, make sure that you don’t disappoint them. Don’t just send sales pitches or any decorative stuff. Instead, develop and post content that is tailored keeping their interest in mind. Your campaigns should use content that answers the queries of the targeted audience that they have been looking for elsewhere. Your target should be to enhance the customer’s experience with the brand through the delivery of quality content.
Hence, if you really want to draw more clients on to your ‘permitted’ list, then you must provide them with entertaining and relevant content at regular intervals. You can offer them a variety of content that can add on to their existing knowledge base including it case studies, reports and white papers related to the B2B industry.
Every business who wants their campaigns to generate increased responses and boost lead counts must invest in growing their customer database. Particularly, when you are leveraging permission marketing for your business, remember that having the right customer contact details for campaigning is significant.
However, many organizations are still doubtful about whether to purchase a marketing database. They continue to depend on organic expansion. While on the contrary, an increasing number of companies are relying on email and mailing list purchase from database providers. They have many positive reasons to do so.
A reputed vendor with years of experience and expertise in the field can help you with a targeted and accurate list of contacts. The data they offer has helped many businesses in reaching and generating responses from their potential clients who are interested in their products and services. Their segmented data helps to target and approach only those who are likely to purchase from your brand.
The basic concept of permission marketing is to create awareness and keep customers informed only when they consent for the same. But, that doesn’t mean that their education should commence in a boring way. Marketers need to create entertaining content and campaigns that can educate customers along with nurturing their interest into the brand.
It’s always suggested to send campaigns that consist of educational content to build brand reputation and win customer trust. And to do so, you need to keep up the entertainment quotient high so that customers never get the chance to lose interest.
Similarly like social media marketing, permission marketing also works towards establishing a two-way relationship between a business and their clients. And the very basis of this approach revolves around the client. This is because most of the companies today adopt a customer-centric strategy to keep customers connected.
The only way that this relationship can work is by providing clients with the solution they need for their problem. Remember that just dumping advertisements before the audience isn’t going to work. Moreover, if your client can’t relate to what campaigns, your products and promises, they are likely to go away. So, your ultimate objective should be to understand the customer in detail. You must listen to their concerns, offer them an appropriate solution, and give them the best brand experience.
Over time, brands show reluctance in their service delivery. The enthusiasm and the eagerness they show in the beginning during customer acquisition starts to fade away. It happens with most of the companies. In the initial days, the customer gets a quick response to their problems. Even businesses focus more on giving faster solutions to the clients. But as the client becomes a regular one, companies lose interest in alluring them. Also as the enterprises strengthen its foothold, somewhere the quality of customer handling reduces.
Hence, like others, you should not repeat the same mistake. With permission marketing, you need to not only personalize the experience but also be there 24×7 to assist the customer.
There is nothing called perfect. Any strategy that is working great now can fail to perform in the future. Hence, businesses need to keep improving their present plan and should always leave space for further improvements.
Hence, getting customer feedback is an essential attribute of your marketing strategy. No matter whichever tool or technique you use, you need to know how it is performing, right? And for that taking direct review or feedback from the client can help you to work on your loopholes. Also, if a customer tells you what they expect from your brand, it becomes easy for you to respond accordingly. You can cater to their needs efficiently and faster if you know what they actually need instead of guessing.
Relevancy is the key to keeping the customer engaged with your brand. Every business is different from the other in terms of objectives and requirements. Hence, before approaching any customer, you need to make sure that you have the products that are useful to them.
Be it any industry or any sector; permission marketing can fit into the business model of any enterprise. Moreover, if you approach the customer without their consent, it severely impacts brand image. It also creates trust issues in the mind of the customer. Hence, it is always advisable to seek permission from the customer before contacting them with promotional or marketing campaigns. For this, you can include sign up forms or opt-in forms in your website, emails, and even in social media campaigns.