What is permission marketing?
To simply put it, it’s the opposite of interruptive marketing. Pretty much as the name implies permission marketing is the freedom of delivering expected, personal and relevant messages to people who actually want to get them. In this form of marketing, potential customer gives you permission to market to them. This means that they actually want you to market to them and introduce them to new products. Permission marketing opens the doors to a whole new relationship for you and your client. When you get a customer's permission to market to them you are building a massive trust with that customer that will turn into loyalty and more sales for you
How to implement permission marketing?
How do you get customers to come ask you for more information about your product or business? The kind of marketing I’m talking about can be given many names. Call it relationship marketing, permission marketing or one of about 20 other names, in his kind of "dating" marketing. It's about conversations, participation and relationships. Even better, you can do it with as many people as you like and no one gets mad at you.
How to get the first date
If you're getting a project / business/ a new product off the ground, the last thing you can afford to do is splurge on marketing on one ad, one mailing, one huge sign for your storefront, or even one Web site. Especially now, when most everyone has built amazing anti-advertising walls up to keep the noise away. Instead, put your time and resources into attracting customers by creating a demand for your brand.
How to get permission?
You can use lots of techniques to make it worthwhile for people to give you permission to talk to them. Use contests and games because they work. Create promotions in which the game itself involves information about your product. People search for ads and read them because they need to find missing pieces of information to get the prizes they want.
The Net is the ultimate tool for permission marketing. But the idea itself is more about mind-set than about medium. I never use any shampoo but Dove. That's because every three months, the company sends me a catalog loaded with different shampoos for different hair type, how one is different from the other, conditioners and hair spa treatments, and analysis of what type of hair needs what combination of care, treatment and product . Dove educates me. It talks to me in a language I understand. It has permission to send this catalog to me. It has permission to follow up with other mailings. In return, I learn a lot about its products. So I buy Dove products more often, I use more shampoo and conditioner - and the company makes a lot more money off of me than Garnier ever will. The most clichéd way to do permission marketing is to give away something valuable. Swap it for an email address and permission to send stuff. As clichéd as it is, it works wonders, so don't shy out of it.
Subscriptions are an unconcealed act of permission. That's why home delivery newspaper readers are so valuable, and why magazine subscribers are worth more than newsstand ones.
RSS and email and other techniques mean you don't have to worry about stamps or ad network buying every time you have something new to say.
Respond to customer e-mail inquiries promptly. Always remember the networking rule, bad news travels much faster than good on the Internet.
Email marketing can be tricky and if not executed properly, chances are that your marketing campaign will be completely overlooked by prospective customers. In order to determine the effectiveness of your campaign, there are certain routine tests, which any smart marketer will be sure to execute. Considering that 90% of emails are opened within three days of receiving them, it will take only 72 hours to receive feedback on your test.
Take the following steps to create a successful campaign test:
Start by asking a question: The first step in your marketing strategy should be a question directed at the consumer. The question should be such that it ultimately helps in achieving your goals. Determine your objective before starting the test plan and then address multiple issues in a single approach. Certain matters which are compulsory are;
- Having more people open the mails
- Directing more traffic towards your website
- Reengaging with those consumers who are historically inactive
- Directing consumers towards a specific area
Form theories: Use your experience in marketing to figure out which areas of your business will benefit most once your goals have been realized. Speculating on theories regarding whether or not people are getting bored with the same subject line, understanding the placement of content which will increase site traffic, consumer understanding of the company’s association with the mail and whether the campaign needs to be stronger are topics which need to be theorized upon.
Work on creating the test: Prepare the test format or list without trying to prove obvious issues. Figure out a sender’s name, pick the best day to send as some days of the week see an increased response than others, work on a subject line, prepare the layout and see how the test mail works out.
Split the list into segments: Depending on whether or not the list can be split into A/B segments, small test sections, or split up by percentage, you need to divide up the format so that consumers find it easier to address them.
Analyze and measure the results of the tests: The results of your tests let you know the degree of effectiveness of your e-mail marketing campaign. Divide the results into separate segments such as number of clicks generated, increase in web site traffic, change in conversions etc and figure out where your mail need to be improvised.
Make changes: The last step to your mail marketing campaign is to use the results of your tests to make improvisations to the mail. Whether you change the subject line, questions, line format, add more interesting content, decrease mail content, increase clicks, add links, add details or bring any other change, make sure those areas which have generated less response are changed so that the later mails have an increased participation from the consumers.
Before embarking on any email marketing campaign, run a test campaign that helps in strengthening those marketing areas, which may be less interesting to a consumer. Cash in on your test results to derive maximum benefit from your e-mail marketing program.
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In the modern era of social media revolution, every PR person looks for an opportunity to reinvent their strategy and come up with innovative ideas for better results. Businessmen today are making use of social media as a powerful platform to propagate their business. However, every social media related PR plan should be well charted out if it has to succeed. Given below is a checklist for creation and implementation of social media and public relations programs:
Give details regarding your business: Potential customers need to have brand recall and recognition of your product/services. For that, they need to know about your business and your USP.
Outline your objectives via social media: What you want to accomplish using social media needs to be defined. Do you want to utilize social media for networking or do you want to use the online medium as a means of building on your existing customer relationship? Do you want a renewed interest from your customers or are you promoting something new? Find the appropriate outlet for your purpose and use it to your advantage.
Research the various media outlets: There are several social media outlets providing numerous options and platforms for PR campaigns. Each platform has its own advantage and you need to figure out which social media platform is best suited for your particular campaign. The various options such as micro-blogs, status updates, news websites etc. work in different ways and their user base is also varied. Based on which users you wish to target, you need to choose your platform carefully.
Does your campaign share something? The social media platform is mostly used for sharing content and information and making connections with others. If you have news, interesting facts, services or products, relevant information or something else that is fascinating enough to generate public interest, it makes sense to promote it via a social media platform.
Figure out how to get people involved: To get more people involved, you can link multiple social platform accounts with one another and spread out your company profile. As more people share information and content, more people will get involved in dialogue. Via posting comments, blog posts or sharing information, there will be more participation, which in turn will help you in building stronger relationship with your customers.
Make sure you have a strong social media presence: Adding fresh content to your social media site keeps the public interested. You need to update your profile regularly so that there is a steady stream of visitors to your site. To make this happen, you need to ensure that you have all the proper tools at hand and adequate knowledge to use them the right way.
Have the means ready to measure success: It is necessary to have a comprehensive measuring system in place so that you can track the number of subscribers and followers that you have. You will also need to keep count of business transactions that take place because of online interactions, and have metrics in place to assess how successfully you have built online customer relationships and done online brand building.
The impact of social media on the business world is huge. In order to make your business a success, you need to research your avenues carefully to figure out which outlets are the best for you.
Businesses are taking advantage of social media sites to endorse their business ventures and it’s no reason why. Social media presents a myriad of opportunities that can be lucratively used for networking, advertising and building customer relations. Social media can also be effectively used to figure out your brand’s social media health. Your brands popularity can be monitored and company incentives changed and restructured to suit consumer tastes.
5 steps that can be used to measure the social media health of your brand:
Set a goal: Before you measure your popularity and positioning on the social media scale, you need to be sure of why you are using social media in the first place. Determining your objective is the first step towards figuring out your future plans and also provides a basis on which to measure the work that you do. For e.g. in case you are promoting awareness, metrics such as voice share, public reach, readership and public commitment with content are what you should be looking at. If increasing customer satisfaction is your goal, you will need to improve support using the figures from surveys of public opinion and make the rate of resolution of queries or complaints faster. To create better products, you need to stay on top of the current market trend, which in turn means that you will have to do extensive market research. On the other hand, if your goal is to develop customer advocacy, you need to look into your brand advocates and how their influence can help your product or service.
All your departments need to be in sync: To make your brand work through social media, all your departments should be aligned to work in the direction of a common goal. Each department must understand its specific role in achieving a common goal and then perform accordingly. To ensure that this method is a success, your company needs to have a comprehensible system wherein the departments can communicate with each other so that there is no gap in the understanding of how the company processes run.
Keep the context in mind: Metrics without relevant context are worthless. The metrics should always be studied in the context of your competition.
Choose your platform carefully: As with monitoring, the right instruments are important in carrying out your strategies. While selecting a social media platform, you need to know the exact type of platform that’s best for your offerings, have a clear understanding of what kind of data you will use, your budget, the ease of use of your platform and other such aspects.
Conduct Audits: An audit of your social media platform is necessary to see where you stand against your competitor. It will help you to know how well your brand building and business development activities are working and also point out the areas where you need to concentrate more to take your business to the next level.
A few other areas such as which platforms are doing better, what campaign line is more effective and the reason behind negative spikes also need to be explored in order to ensure that your brand has a healthy image. So, measure your brand’s social media health regularly to enjoy continued success.