Clients are more sophisticated and discerning than ever before. They are more likely to feel turned off by intrusive marketing messages that interrupt their enjoyment whilst browsing or viewing your content.
How much damage is being done to your brand by provoking clients (or prospects) with annoying messages? What does this do to your levels of client advocacy as you seek more referrals?
We have to increasingly make choices between interruption marketing versus permission marketing tactics.
The new battleground to connect with clients is the smartphone. How do you harness social media interaction on smartphones to grow your business? How do you utilise this shift to develop more trust with your clients? How does permission-based marketing help?
Marketing guru Seth Godin tells us in his book that:
Permission marketing is the privilege, not the right, of delivering anticipated, personal and relevant messages to people who actually want to get them”
Mobility makes your brand infinitely more accessible to your clients. It is more efficient when they reach out to you with an invitation, not the other way around.
How to attract the correct new customers? Keith Betty (Founder of GGB Wealthcare) and Martin Blake (NSW Chairman of KPMG Australia)
What is Permission Marketing? by Seth Godin (Marketing guru)
How Smartphones are disrupting the way clients want to deal with your business
Here are 3 ways social interaction can assist.
- Shape needs by influencing the early decision making of your client
- Deepen engagement to increase the trust for your brand
- Create in-bound demand for your offerings with targeted permission-based marketing campaigns
Permission is critical if you want clients to pay attention to what you have to say. Otherwise, your marketing messages would only fall on deaf ears. This is why permission-based marketing is the new emerging trend to connect with clients in the digital world.
Worked Example: Permission Marketing
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