How Permission Marketing Works

jbaker5The major driving force in inbound – or permission – marketing is relationships. We can even over-simplify a little and say that inbound marketing is presenting content that is created to attract a market and interest individuals in establishing a relationship with us.

Traditional outbound communications were like bees irritating us with their stings; inbound methods keep the bees at home, making honey that proves irresistibly attractive.

Advertising is banners that scream across the top of a webpage. Inbound marketing communications are blog posts on that same page, demonstrating the company’s personal understanding of the visitor’s life and interests. Note that while either of these vehicles might be successful in the short term, it’s the inbound approach that creates lifelong customers, precisely because a relationship has been established.

Once you have built a web home base, you turn to building your list. How do you tempt people to subscribe? It’s partly a matter of wooing them with your generosity, your amazing expertise, your entertaining charisma, or some other tool that is natural for you. But, as in any healthy relationship, it’s just not all about you. Winning someone’s heart involves being yourself and also clearly admiring the other for being their self.

It’s a love story. 

If you own a beauty parlor, you may talk about your new products or coloring solutions; but you’ll win clients’ hearts for good when you listen openly to them and offer custom advice. If you’re a lawyer, it’s not your previous triumphs that matter but your ability to convince the client that you understand their particular case. If you run a staffing agency, companies may think your ads are cute, but they’ll actually contract with you when they’re convinced you have the specific solution for their situation.

Just about anyone who has run a small business for some time will agree that the person-to-person connection is where business actually happens.

Developing your opt-in, your “freemium” or “Signature Promotional Giveaway” is an important part of this courtship between you and your market. The item or service is offered on your website for free in exchange for the visitor’s name and email address. You want to create some kind of benefit or download that is widely appealing to your target market. But on the other hand, something that has too wide an appeal will not be individually alluring. So the process is a long and careful journey of discovery as you home in on the kind of giveaway that will speak directly to the individual. It’s about getting to know your ideal customer. It’s about your relationship with them.

It takes a lot of time to develop relationships and to understand your customers deeply. But even more, it takes attention. The difference lies in where you focus. It no longer works to simply focus on selling; in the context of the web’s enormity, it’s necessary to focus on answering real needs and attending to individual voices.

Brands used to succeed by wearing a mask. If a company’s ads resonated they were successful; staff did not share the ongoing responsibility to enchant. Today, the internet won’t let us hide behind advertising. Brand is communicated through content creation and follow through. Leads are attracted and convert because you’ve built a relationship with them and they’ve come to depend on the value you add.

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Could you use some help devising an irresistible opt-in? We can brainstorm and advise you on creation options. Here’s the page!

About Mary Ruth

Mary H. Ruth is a virtual assistant, online marketing manager, copywriter and editor, and certified inbound marketing specialist. She has over 30 years' experience in administration and marketing in both non-profit and business sectors, having earned a degree in English Literature from the University of North Carolina at Chapel Hill in 1975. Now living in Gainesville, Florida, she's been working online since late 2007.
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