|Developing a Permission Marketing Strategy|
|Are your marketing messages getting lost in the clutter of mail, email and advertising? Consider permission marketing, an exciting approach popularized by author and entrepreneur Seth Godin. Unlike conventional marketing strategies where you make a one-time pitch and hope the prospective customer responds favorably, permission marketing is all about building relationships with people who first agree to learn more about your company and its products or services. Because email is the primary vehicle for permission marketing, your costs are substantially lower than with other marketing media.Â And the benefits go well beyond â€œmaking the sale.â€What Can You Offer?
According to Godin, â€œConsumers will grant a company permission to communicate only if they know what’s in it for them. A company has to reward consumers, explicitly or implicitly, for paying attention to its messages.â€ In other words, provide something that your customers will want to learn more about, and may be unable to find elsewhere. Some examples include regular e-newsletters with timely news or tips related to your product or service, links to and/or reviews of new and updated Web sites, and problem/solution case studies.
Build Your Target List
Prepare Your Pitch
Reinforce the Relationship
Learn More About It