Permission Marketing in Stages
Firstly, what is permission marketing? Seth Godin, who coined the term, says that permission marketing is, “the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” This marketing strategy gives power to the consumers and asserts that treating potential customers with respect is a better way to grasp their attention. These five steps of permission marketing are sure to get your company the right prospects.
You, as the marketer, will offer the prospect an incentive to ‘opt-in’ to inbound emailing, messaging or calling. This is usually done with banners, print ads, campaigns or Adwords. At this early stage in the process, your goal is not to sell but to generate a lead and find out who might be interested. By offering an incentive and something that is of value to your prospects, you are helping them solve a problem. This begins to build trust in your company and the service that you can potentially provide.
Using this ‘opt-in’, you can begin teaching the prospect about what services you provide. You cannot simply offer the prospect an incentive and leave them, you have to keep offering your potential clients more information that may be of interest to them. For example, if you are selling furniture, teach prospective clients how to make their home look beautiful. It is not always about selling, but about giving prospects information that is advantageous to them.
Reinforce the incentive by offering something else that may be of value to the prospect. In order to keep potential clients engrossed with your services or product, you need to change it up. If the first incentive was an e-book, post a new how-to-video or a check list, something different to keep your prospects intrigued.
Increase permission through emails, phone calls or surveys. You want the prospect to invite you to become more immersed in their lifestyle or in their business. The idea here is to get your prospects to want to get involved with your company in the hopes that you will one day form a partnership.
Sell. Now that you have ‘wooed’ the prospect and established a relationship you can close the deal. This long process has illustrated to the (now) client that you are consistent and through this you can form a relationship between your company and the client. These steps also ensure that you only get prospects who are interested in your services, meaning that those who you engage with are more likely to buy whatever it is that your selling.
Tips: It is important to note that, unfortunately, this is a time-consuming process, one you will have to cultivate for a lengthy period of time in order to get results. Some of the tools that are used in permission marketing include: email lists, blogs, Facebook, Twitter, YouTube, forums and live webinars.
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