A Definitive Guide to Permission Marketing (With Steps)

Permission marketing is a concept introduced in a book of the same name in 1999 by marketing expert Seth Godin. Permission marketing is a non-traditional marketing technique that advertises goods and services when advance consent is given.[1]

Introduction to Seth Godin’s idea of Permission Marketing

How does permission marketing work?

Permission marketing involves a customer providing their email address to receive marketing messages from a company. They might agree to this when registering for a website or viewing other promotional content. This is helpful for a business to create new relationships, although permission marketing can also be useful for developing existing relationships. A company might use permission marketing to target current customers or frequent website visitors.

Permission marketing involves different levels of agreement that a customer might grant a business. A company might achieve several levels of permission at once, or work its way up to a customers full agreement. Here are the five levels of permission that a consumer might provide:

What is permission marketing?

Permission marketing is a strategy that marketing professionals use to give customers the choice of whether theyd like to receive promotional messages from a business. This allows a company to deliver personal and relevant messages to the consumers who want to get them. The goal of this approach is to identify the potential customers that have shown interest in a brand and customize messages to fit their unique needs. It often accomplishes this by advertising a companys goods or services and including optional sign-up links in these marketing campaigns.

Permission marketing focuses on a customers consent to receive information rather than sending messages to a general audience. The approach removes the competition that traditional interruption marketing techniques often manage when trying to catch a consumers attention.

How to conduct effective permission marketing

Review this list of steps for conducting effective permission marketing:

1. Create an initial message

The first step to permission marketing is creating the initial message that can promote further interaction with your target audience. Determine what you want this initial advertisement to look like. You might use a print advertisement, website banner, social media advertisement or commercial to advertise a company. Rather than making a sale, the goal of this initial message is to identify your target audiences interest in a business. Include a way for customers to show their interest in a companys goods or services in the message.

Consider offering an incentive to the customers that contact you. For example, you might offer a free trial of a companys services to the consumers that call or email. This can help establish trust with customers and develop a business relationship with them.

2. Continue offering information

Continue offering valuable information after the first interaction with a customer. When a customer signs up for a newsletter or calls a business, you can provide them with more information about how a product meets their needs. For example, if a company sells automotive tools, they might teach customers how to use them and what problems they solve. This process can help customers trust a brand and convince them to make a purchase. Be sure to offer consumers clear information about a companys privacy policy, including how you might use their personal information.

3. Provide alternative incentives

Providing alternative incentives can help keep customers engaged with your message. You can change the format and material in your messages to maintain a consumers attention. For example, if you first offered a customer a free trial, you might offer them a free consultation instead. This can help maintain a consumers interest in the company and its products.

4. Increase the level of permission

Continue seeking higher levels of permission from interested customers. You might ask for more information about them through phone calls, surveys or consultations. The goal of this step is to become more involved with a consumers business or lifestyle with their permission.

5. Make a sale

After establishing trust and a relationship with the customer, you can make a sales pitch. At this point, the customer may be more likely to purchase a product when compared to a general consumer. Using permission marketing can help you identify the customers that have shown interest in a companys goods and services and use this to your advantage when making sales pitches.

Advantages of permission marketing

Permission marketing often has many advantages that help a company attract and retain consumers. Its a cost-effective method for a business to develop long-term relationships with potential customers. Marketing teams can use low-cost or free digital platforms to gain direct access to consumers, rather than expensive forms of advertisement like print media. Permission marketing allows a company to target specific audiences and customize messages according to factors like their demographics and geographical location. Additionally, because users grant permission before receiving promotional messages, they may be more interested in the products and services a company offers.

Consumers who make the active decision to sign up for these messages often engage with them and read the content. This marketing method allows a company to make direct contact with customers who want to learn more about its products. This might lead to high conversion rates, as the target audience has already shown interest in a business and may be more likely to make a purchase. By asking for permission before sending out messages, a company might earn a positive reputation for respecting the privacy of its customers.

Permission marketing vs. traditional direct marketing

While permission marketing requires a customer to agree before receiving promotional messages, direct marketing involves sending out promotional material to consumers before they provide their consent. Professionals who use direct marketing often know very little information about the customers they target, whereas permission marketing allows prof2essionals to get to know their target audience with the information they provide.

For example, directing marketing may involve a sales representative passing out business cards to all the homes in a specific geographic area. If the sales representative used a permission marketing approach, they might promote the same information on a blog and include a link for visitors to sign up for an email newsletter.

FAQ

What is the meaning of permission marketing?

Permission marketing refers to any kind of advertising that asks for and respects a customer’s explicit consent when sending marketing information.

Which is the best example permission marketing?

Subscription email updates are a good example of permission marketing. Users can opt-in to receive periodic emails with updates and offers based on the interests they expressed when they registered on a website or other consumer touchpoint.

What are the steps in permission marketing?

How to conduct effective permission marketing
  1. Create an initial message. The first step to permission marketing is creating the initial message that can promote further interaction with your target audience. …
  2. Continue offering information. …
  3. Provide alternative incentives. …
  4. Increase the level of permission. …
  5. Make a sale.

What is permission strategy?

Permission Strategies. Across the industry, software development sites show considerable diversity in how they structure their development environments and the degree of security they impose. Strategies range from tightly controlled, highly restrictive installations to wide open, free-fire development zones.

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