Interruption vs Permission
Irritated by ads that pop up on your web browser?
Someone sends you a video but rather than it play immediately, you have to first wait 30 seconds to either ‘view’ or ‘skip.’
Of course, you don’t have to time waste, so skip at the earliest opportunity.
“It’s hard to get new business, even harder to sell to new customers and clients… and it’s not going to get any easier any time soon.”
These annoying ads lose their intent, because they’re mostly ‘interruption marketing’ strategies designed to interrupt whatever you’re doing! These ads hardly ever draw customers to the ad owners. These annoying ads work in a similar way to billboard ads, how many people have you seen pulling up on the side of the road just because they want to read the information on a billboard?
But there is another way to sell your product, a strategy known as ‘permission marketing,’ it allows consumers to subconsciously choose whether they want to take their time to watch an ad or not.
What is Permission Marketing?
The term was coined by marketing expert Seth Godin, and it explains how businesses are able to build trust by getting permission from their customers.
According to Godin, it is important for consumers to have the power to choose how companies market and sell products to them – especially in today’s world, where consent and privacy are one of the top priorities.
If a consumer signs up to a company’s marketing program, it’s most likely because they love their products and are willing to receive rewards on purchases. That’s the rationale, and it is what forms the basis of permission marketing.
The Types of Permission Marketing
Essentially, there are two types of permission marketing:
Express Permission Marketing
Here, the consumer provides their Email or contact information to get marketing messages regularly. It may be by submitting their email in order to receive a newsletter, etc. Most businesses looking to create relationship with new customers tend to opt for this type of option.
Implied Permission Marketing
Implied permission marketing is usually used when businesses have already established a form of a relationship with a consumer. It could be a frequent website visitor, a regular shopping customer, etc.
Regardless of the form, the point of permission marketing is to allow the customer to control the dynamics of their relationship with a brand. They control when they want to start receiving marketing material, and they also control if they would like for that to stop.
How Permission marketing Helps
With permission marketing, businesses are able to offer incentives to customers based on their interests. However, the most significant benefit for the businesses is that it can help to build value, trust, and brand loyalty. There have been thousands of instances where customers get frustrated by non-solicited messages and promotional materials. This eventually leads to privacy violations and a possible loss of customers.
The Quick Guide to Permission Marketing
Obviously, permission marketing is a cost-effective and optimal marketing method. Building and maintaining relationships, boosting leads, and much more are just some of the many ways that it helps.
As for how it helps to boost leads, permission marketing allows a company to understand what customers would like to see. When you study their patterns and behaviours, you’re able to understand their interests and tailor your content and promotions to those preferences.
Here are a few types of content that you can begin with your permission marketing campaign:
Membership Bonuses: Ensure that you hold on to your subscribers by sharing offers that only they are privy to
Promotions: Send a notification to your subscribers during promotions that can attract them
Newsletters: Keep engagement up by sharing updates or changes to your offerings to your customers
Keep in mind that all of these will need to be tailored to what your customers would like to see. If a customer signs to a newsletter focused on Email marketing, then they will most likely not want to see anything related to a sales product.