Marketing extraordinaire Seth Godin published “Permission Marketing” in 1999. 16 years ago…
Attention is an asset. If you earn your customers’ attention, you win. If you steal their attention, you lose.
Earning attention is hard. Stealing it is not.
You steal attention when you interrupt your customers with irrelevant ads. When you force them to watch commercials before videos. When you throw pop-ups in their face.
It might work for some. It might convert a few. But stealing is never a great way to build a great brand, or a thriving business of loyal customers.
Saturate the web with banner ads and eventually we ignore entire sections of your website.
It’s inevitable, at some point, the consumers find a way to fight back. To block you.
They DVR TV shows. They block ads. They filter out spam.
This is not going to change.
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. – Seth Godin
Permission is one of the reasons why email marketing still works.
When someone gives you permission to email them, they’re giving you direct access to their Inbox.
They’ve given you their attention.
If you manipulated them via pop-up windows and cheap bribes, you got their email. But you didn’t get their permission.
You converted. But you didn’t build your brand. You can optimize to convert, or to build your brand. You can’t optimize for both.
Focus on getting permission, not access.
A conversion might bring you $X. A raving fan is priceless.
Last Week’s Top 10
1. Not Cheap And Easy
A new study shows email marketing giving an ROI of between 118% to 246% return for small- and mid-sized businesses. On top of that, worldwide email users are expected to grow from 2.5 to 2.8 billion users by 2018.
The only caveat, it’s not cheap and easy. According to VentureBeat.com, “85 percent of email marketing users are at manager level or above, and that is expensive time in anyone’s book”. Maybe it’s time to outsource email marketing to the experts.
2. The Dark Side
You’re probably familiar with black hat SEOs trying to rank sites high in Google, through nefarious activities, to generate more revenue. Unfortunately, there’s a dark side to everything.
In February, Facebook stated that about 7 percent of its 1.4 billion accounts were fake or duplicate. Did you do the math? That’s 98 million accounts.
What!?! (I know, right)
Seems shocking until you learn that thousands of fake Facebook accounts are created every day by small companies in countries like the Philippines.
Need 100 20-something fitness fanatics to like your Facebook page? No problem.
Here’s the full story of how click farms have inflated social media currency.
3. Twitter Grows Up
Starting in July, Twitter will remove 140-character limit on direct messages (DM’s). In other words, when you private message someone, you can now type a short story. Or a nice, long email.
Great news if your business uses Twitter for customer service. Not so great if you’re famous or frequently stalked. Especially since you can now private message anyone on Twitter.
4. The Year is 2015
It’s not 2010, so stop doing keyword research like it is. Things change. Google’s Adwords keyword tool isn’t what it used to be. It no longer makes sense to build a separate page for each of your keywords. And your old school spreadsheet just isn’t cutting it anymore. Time to catch up.
5. Blurred Lines
If you’re only thinking about your marketing strategy in terms of B2B vs B2C, you might need to reconsider. Learn how software startup emaze used a B2C freemium model to achieve an 11% conversion rate in B2B.
6. Be The Expert
One great way to stand out, get noticed, and get permission is to be an expert in your field. There’s just one problem, most of us have a hard time getting past the imposter syndrome. But with a little research and a few useful tools, you can learn how to become a confident expert, so you can stop feeling like a fraud.
7. Express Yourself
Slideshare is the quiet giant of digital marketing. With 60 million visitors a month, it’s one of the top 150 websites online today. It’s seriously underutilized and there is a lot of opportunity that’s untapped, especially for showing your expertise and building your personal brand.
What if I told you that brand-building will also lead to more search traffic? Well, it will. The guys at Stone Temple Consulting do a great job of breaking down why brand-building is good for SEO.
9. As I Was Saying
Last week’s Digital Marketing Brief was all about thinking visually. Word on the street is that Instagram is launching a redesigned website with bigger photos. Coincidence? I think not.
10. The Right Tool for the Job
My dad always told me, “if you want to do great work, get the right tool for the job”. He usually told me that when I had the wrong tool. And it was broken. And I was grounded.
Don’t worry about breaking them.