Sales and marketing have changed.
Gone are the days when advertisers could broadcast their ad via the newspaper, radio and TV to a captive audience. Now, consumers have choices. A LOT of choices. Rather than endure an ad that doesn’t interest them, they can turn the page, change the channel, or click away.
So you’ve got to capture your target market’s attention. No easy feat in 2015, for sure.
What better way to do that than to GIVE your prospects something they value?
Back in 1999, Seth Godin coined the term permission marketing to explain this new relationship between businesses and customers.
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.…
Real permission works like this: if you stop showing up, people complain, they ask where you went.…
Permission is like dating. You don’t start by asking for the sale at first impression. You earn the right, over time, bit by bit.…
In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that’s all you do.…
If it sounds like you need humility and patience to do permission marketing, you’re right. That’s why so few companies do it properly. The best shortcut, in this case, is no shortcut at all.
That being said, I’ve rounded up a few recent Facebook posts by local businesses who are doing this right. There are three major ways to give away something valuable in exchange for the attention of your prospects. Your posts should educate, entertain, and/or inspire your potential customers. In exchange for being so informative, entertaining and inspiring, your those who like your Facebook page give you permission to communicate and build a relationship with them.
This gentleman is somewhat of a legend in my local Facebook group. He broke onto the scene with posts such as this, telling homeowners how they could avoid hiring him (counterintuitive, but it helps build trust!). He posted consistently, was very responsive not only to questions and comments on Facebook, but also in person on house calls. His customers often returned to the Facebook group unbidden to sing his praises. Take a look at this post and you’ll see why.
Group members found this post fascinating, whether we knew someone taking the SAT or not. It was timely, positive and encouraging!
Metal Photo Service is a local business that excels at community involvement. They’re always supporting local nonprofit events, both publicly and financially. Be sure to click over to their Facebook page to check out their #MeandMyMPS campaign. It’s a great way to engage local business owners with something fun.
Belak Flowers is the classic hometown florist. They often post trivia and helpful tips like this one on their Facebook page. My only lament is that they don’t post more photos of their beautiful arrangements!
A bit of inspiration goes a long way! Visuals are a great way to inspire, but don’t underestimate the power of words.
Way to go, Norwin businesses! You just keep doing what you’re doing.
Have you spotted any other social media posts by local businesses doing it right? Post a link in the comments!