Permission marketing is a concept born in 1999 because of the worldwide known author Seth Godin on his book “Permission Marketing”. By then, marketers already had a lot of difficulties to get the attention of consumers – due to a high saturation of the information they were exposed to. So digital tools gave us the opportunity to help the costumers to select the content they wanted to consume. As you can already imagine, this type of marketing is the opposite of invasive.
When I bring a brand to life, prepare a marketing plan or organise an event, I like to take the permission marketing strategy a bit further. Heaps of companies pay advertising and share content highly focused on their own business but careless of what their audience needs. If a brand wants to connect, it has to offer a value - as now users are the ones who have the capacity for select what type of content they want to consume. And they have many tools for it.
With permission Marketing we create expectations for the customer; they will have anticipated a specific type of information, they are willing to receive it -to the point they are waiting for it or even request it. It goes depth to a personal connection, basically because you have managed to build a close relationship. This connection is based on confidence and trust, and soon he or she could become a consumer of the product or service.
A specific way of taking Permission Marketing on social media is the 20/80 rule; this means that if a brand wants to engage with his audience at all, at least an 80% of the contents published should NOT be directly related to the company. Why do people jump on social media? They want to be entertained, to feel something; they want action.
Honestly, if you share posts related to the latest product available in your shop, it won’t be anything the people want to read about when they connect to social media, unless you have built enough awareness to your brand. A real example of this could be Go Pro: the brand supports and sponsor global risk and water sports; they share relevant videos and photos made by the users with their cameras. For sure all these people is waiting for the launch of the latest camera model.
Put easy, if your brand doesn’t care about what the audience wants, why would they care about your products?
Permission Marketing is a kind of asking consumers “if you can come into their life”.
My idea when working with any business is that the brand should built with a good foundation, so that contents can be created in the most natural way so the audience truly connects. Do you want to see great brands’ examples? Check out Ourgoodbrands.com