Building a Permission Marketing Asset with Social Media Platforms
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A permission marketing asset should be the long-term goal of any big-time marketer. Whether you’re looking to market your eBooks, your online services or your offline products, generating a permission list is one of the most fruitful and important efforts for online marketers. A tragic problem is that so many people simply don’t know what a permission asset even is. Here’s a quick definition, explained so that any marketer — new or old — can understand and implement it into their strategy:
A permission asset is simply a marketing database (be it an email list, a Twitter following or a selection of RSS subscribers) that has given you permission to market to them. There’s no bad blood, no spam, and no hustle.
Prolific marketing author and entrepreneur Seth Godin is credited with inventing the term almost ten years ago. However, the concept itself has been around much longer. What separates a permission asset from a standard marketing asset is that your audience appreciates being part of a permission asset. You have their permission to market to them, they expect quality, and they’re very happy when they get it. In return, you have a large group of people that aren’t just open to trying your products — they’re eager to try them, talk about them, and independently promote them.
Establishing this kind of asset has become remarkably simple since Twitter, Facebook and RSS came into the mainstream attention. In fact, it’s become so simple that it can be easily divided into three very clear steps:
The first step is building the following. By far the most effective method for building an online following is by using Twitter in combination with a long-form content tool. The most popular combination (and, thus far, the most successful) is a Twitter account paired with a popular blog. Develop quality content on your blog, offer follow up information on Twitter, and build your following on the two-way transmission of quality content.
The second step is translating that following into a permission asset. The difference between the two is in the quality of the bond. While a Twitter following is valuable, it’s ultimately thin and lacking in long-term commitment. If a follower doesn’t like you on Twitter, they only need to hit the ‘unfollow’ button to leave you behind. Converting that thin trust into the thick trust that builds permission assets requires a constant supply of quality tweets, relevant blog posts, and valuable information. In short, help your followers and you’ll win their trust, their interest, and their purchases.
Finally, a permission asset needs ongoing attention and affection. Keep in touch with your permission asset but don’t spam it senselessly. There’s a fine balance that needs to be maintained. This fine balance favors short and easily digestible content. Think about the gray area between your blog and your tweets — short and simple content that’s massively valuable. Combine this with exclusive offers and promotions that you believe in and you’ll keep your permission asset ready to buy, eager to discuss your products, and willing to promote your brand.
Andrea KalliCertified Internet and Social Marketing VA
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