Permission Marketing is essential for companies that are concerned with the image they convey to their customers. Therefore, they respect the client's space, without being invasive.
It is the practice that we recommend to our Webtrends customers.
How about understanding more about the strategy?
Nowadays, consumers largely avoid naughty, massive communications that they are not interested in.
However, when they feel engaged and interested in a brand, they spontaneously allow the sending of messages, such as promotions, that deliver content they were looking for.
But to be successful in this second scenario, it is necessary to bet on targeted strategies such as Permission Marketing.
So, stay calm, as we have prepared complete content for anyone who wants to improve their results with the support of an effective and assertive strategy. Check out!
E-book - get faster results with inbound marketing
• What is Permission Marketing?
• How did the strategy come about?
• What are the advantages of this Marketing model?
• What is the relationship between Permission Marketing and Inbound Marketing?
• Implement Permission Marketing in your business and win customers with more assertiveness
This strategy is one of the marketing variables that has the principle of gaining the client's permission to relate to him and, only after having his consent, initiate a communication strategy.
That is, for advertising materials, for example, to be sent, the client must have previously allowed this action.
Through this method, the company draws the attention of its public with actions such as advertisements, blog posts, etc.
When the client knows advantages or specific offers, if he wants to spontaneously initiate contact with the company, he confirms the email or can provide more information, allowing him to receive other types of communications such as newsletters.
Due to the innumerable information available on the internet, which most of the time does not even interest the user, companies began to look for methods to differentiate themselves in the market, betting on innovation and new ways to spontaneously attract the attention of the possible customer.
So, to know what Permission Marketing is, it is important to keep in mind that it is a strategy to attract the customer, but in a natural way.
This is because we are talking about a differentiated approach, made only with the client's authorization.
Even with this strategy, it is possible to bet on more targeted marketing actions.
In addition, the company's image becomes positive in the market, as the public will realize that it respects their desire and maintains a non-invasive approach.
It is important not only to know what Permission Marketing is, but also what it implies in positive business development. Check out some of the advantages:
When this Marketing model is applied in the company, the generation of unnecessary expenses is avoided.
This is because communication is only initiated with people who are really interested in knowing the product or service offered.
In addition, time is also optimized, as the team's efforts will be focused on potential customers who have real chances of buying.
A brand with credibility certainly stands out in the market.
That is why Permission Marketing is also a differentiator, because when the company discloses its work using this strategy, it makes evident how much it cares about the customer's space and complete satisfaction during the shopping experience.
This type of care increases the credibility of the brand and makes its image more and more positive.
The conversion rate is one of the main indicators of business performance, because through this data it is possible to know if the marketing and sales strategies are working.
As stated, with Permission Marketing it is possible to focus all efforts on the appropriate audience.
In other words, the conversion rate will certainly increase, as communications and proposals will be sent to leads who have a real interest in knowing more about the product or service, which means that the chances of closing the sale are much greater.
Permission Marketing is done not only for the comfort of the client, but also so that the company can more assertively develop its strategies.
Thus, it is possible to focus on a more intelligent and targeted communication, since since you will speak with leads who really show interest in the business, it is possible to work on qualified content, focused on your profile and needs.
Thus, the language becomes more personalized and the customer feels comfortable to continue the interaction even after the purchase.
When mass marketing e-mails are sent, the user's high SPAM rate is already expected, which makes companies not even close to impacting them.
When Permission Marketing is applied, the messages are directed to people who had previously allowed such sending, that is, the chances of the e-mail ending up in the spam box are very small.
Permission Marketing and Inbound marketing are linked to each other, mainly because they are both focused on communication strategies in the digital environment, in addition to having the same objective: to win the customer's attention spontaneously and naturally, using content and approaches relevant.
Thus, many of the “baits” offered to complete the customer's registration and the consequent authorization to send messages depend on the generation of quality content, which is one of the bases of Inbound marketing.
This is because e-mail marketing, newsletter, blog posts and e-books, which are some of the materials sent with authorized authorization, need to be composed of texts that are in fact relevant and capable of engaging the lead.
In addition, Inbound is completely strategic within the planning of campaigns, as it is strictly segmented and works with qualified communication, reaching leads that were segmented by region, in addition to other criteria. These leads become part of a smart sales funnel.
Thus, more generic material is sent to the leads that are at the top of the funnel and more punctual and targeted information for those who are already at the bottom of the funnel, after all, those leads that already have greater purchase maturity and are well forwarded to completion of the business and this happens after the lead’s permission too.
Especially because, for a user to become a lead in his business, he needs to offer contact details for his company, which are usually obtained in forms that offer in exchange for some material or service, for example.
That is, one strategy is complementary to the other. And to be more and more assertive in your business, understand how to create a result Inbound marketing project.
As mentioned, Permission Marketing is one of the marketing modalities and represents a method that generates benefits for the possible client and also for the company.
This is because customers only receive content that has been previously accepted, while the company benefits from data that is concrete and really effective.
Thus, it is possible to work with a targeted, focused and personalized approach, capable of bringing the lead of the brand even closer.
Adriano Luz is founder of Webtrends Digital Marketing Agency. Specialist in Performate Marketing.