This Permission Marketing guide is the second in a series to explain marketing concepts, the first being Relationship Marketing. The next 60 second guide will be Inbound Marketing, with a final one minute on how everything fits together. Permission Marketing isn’t a strategy in itself, you have to attract enough interest in the first place to get to ‘permission’, but understanding the moral outlook it drags into play is important; permission is given point by point, it isn’t an agreement by prospects allowing you to batter them senseless.
Permission Marketing Video Transcript
This is the second of 4 audio blasts about marketing methods, the first of which was Relationship Marketing.
If Relationship Marketing is an overarching strategy, what underpins it? Let’s deal with Permission Marketing, which you may have heard of, but let’s put it into context in 60 seconds. The term comes from Seth Godin’s book, Permission Marketing: turning strangers into friends, and friends into customers, first published in 1999, over ten years ago.
The concept is simple, in that prospects give you permission to keep in touch, typically by them signing up to an email list, a website or blog membership, or simply by searching for information — When you bang questions into a search engine, you’re giving permission for people to provide you with an answer.
With Permission Marketing you’re not wasting advertising and promotion on guessed or estimated target markets, on people who may or may not care about what you have to offer. The moment they give you permission, you’re much closer to their buying decision. Of course, for them to give you their email address, you’re going to have to give something of value in return.