Permission marketing is a marketing strategy that requires the consent of the potential customer to be contacted or interviewed to receive commercial information and which serves to select the exact target to which the marketing activity should be addressed in the first instance.
You have happened to give your consent to receive advertising or promotional information, as you have happened to deny it. Typically this occurs when you visit a company’s website looking for information on the products or services it offers, or when you make a purchase on an e-commerce site.
Permission marketing allows you to create targeted lead generation campaigns that are on average more effective than traditional activities that do not have an accurate study of recipients behind them through profiling activities which, alas, often require a long time, expensive database purchases and specific preliminary interviews. . In particular, the latter, which must verify the interest of the interlocutor, are very expensive in terms of time, energy and money. Let’s say then that with permission marketing we avoid shooting in the heap of unrecognized recipients and we focus only on our target with a targeted approach!
The target we want to reach to position our product or service takes the form of building a quality database, which contains truthful and above all constantly updated information.
But what do we need to get to know our target better? Alone and lots of information, information and information.
LinkedIn, like any other social network, is teeming with information, not all of which are useful for our goals, therefore we must use it wisely in order to filter and organize them with acceptable timing.
Born as a meeting place for professionals, where interaction was initially reduced to a minimum, it has evolved as a meeting place for professionals with other professionals and their companies, and today connects professionals and companies. Think about company pages, posts shared by people and companies, interest groups and their relative followers, job searches posted by recruiters.
LinkedIn is a very powerful, dynamic tool, able to allow interactions that allow not only the sharing of content, but also a refinement of information.
Each of us, through our professional network, is reached by contents that can arouse our interest, but we determine what we want to receive, through our interactions: our likes, our shares, joining groups, participation in webinars or streaming events.
When we decide to follow people or companies, we build our personalized information schedule, and at the same time we provide free information that allows a timely profiling of our entity.
As is the case in the consumer world, where the dynamics compared to a few decades ago have been completely subverted by consumer behaviour – which in fact guides the market proposals by becoming an active and no longer passive part in the balance between supply and demand of goods and services. – today while we are socializing we give permission to know our interests and our inclinations.
It is worthwhile to treasure this heritage because it does not only concern the commercial part and therefore the sellers, but belongs to the company’s stakeholders and ambassadors, who share the same corporate culture and the same objectives.