The term ‘Permission marketing’ is a marketing concept which
was introduced in a book of the same name in 1999 by a marketing guru called Seth Godin. Permission marketing emphasizes how to build relationships with people on the condition that they agree to learn more about your business and its products. How can we launch permission marketing properly so as to turn strangers into friends, and friends into customers? Here are 5 things you can consider:
1. The Goods Or Services Your Business Can Offer
Godin said that the customer will give permission to the business to communicate with them when they there is something in it for them. In order to facilitate the permission marketing, companies hence have to offer something that the customers cannot find elsewhere, including information that they need. Examples include a regular e-newsletter with updates of newly launched products that they might find interesting.
2. Creating The Buyer Personas And Constructing The Target List
One of the first steps of permission marketing is to decide which group of customers you decide to communicate with. Creating buyer personas includes gathering basic information about your current customers and categorizing them into different groups. You can collect all that information through talking to current customers, browsing websites and other referrals. Then, you can figure out which type of customers have the most influence over decision making, which then know to target. Position your permission marketing approach to focus on them as they are the ones you most want to build a relationship with. Other groups can be ranked in order of priority for subsequent marketing efforts.
3. Offering Something To The Customer That They Really Want
Godin thought that permission marketing is not just to entertain people for giving us their attention, but also to increase their interest in our products. Not only permission marketing requested we to put ourselves in the customer's’ position, but also for any other marketing approach. Even you have some valuable information offer to the customer, the customer may end up the relationship as they do not hold any interest on the information you provided to them.
4. Facilitating Two-Way Communication
Permission marketing takes place when there is a two-way relationship between you and your customers. You should communicate with the customer on their needs and concerns regularly and have a method to receive feedback easily. Stronger client relationships can be built through regular communication.
5. Strengthening The Long Term Relationship
After successfully implementing the permission marketing program, you need to think about the ways to strengthen the relationship in a long-term context. It is important to remind your customers why and in what way the ‘conversation’ started so as to keep them in this permission marketing process.
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