Social Selling and Permission Marketing – the importance of talking to the right people

https://youtu.be/TImr5RUf3u0

In the previous video we talked about how important it is to establish a relationship with your customers in order to improve your commercial strategy and exceed your sales goals.

Social Selling is in all respects the way in which we can establish this type of relationship which will be useful for improving both sales and the reputation of our brand. Social selling is based on what is called PERMISSION MARKETING created by the American writer and entrepreneur Seth Godin.

Godin defines Permission Marketing as a marketing strategy that aims to obtain permission from the consumer to communicate with him. Basically we have to talk to the people who are willing to listen to us to increase the effectiveness of our message.

The tools we have available today, tools such as social networks, allow us to get in touch with people, with potential customers, to establish the relationships we talked about in the previous video.

Let's take a practical example: as customers today we can have a lot of information about a product or service before we even buy or use it. This is possible thanks to social media, reviews and information we seek on the web.

Users have learned to inform themselves, to look for answers to their problems, to compare prices and rates and in a sea of ​​offers you need to stand out, you need to have the right skills to attract their attention, providing the information they are looking for before and better than everyone else.

Likewise, as a supplier of a product/service, I have the opportunity to interact and get to know a potential customer before actually coming into contact with him to offer him interesting content that he is willing to listen to.

The objective of Social Selling is therefore to be able to create interesting content for the right audience interested in listening to it. The difficult part therefore lies in identifying the right target audience for our product or service.

Let's now see together what the main phases of Permission Marketing are:

IDENTIFY the right reference target and, once the contacts have been identified, collect all the useful information in order to establish a connection (through information on social media for example);

CONNECT and activate a dialogue with all users who have given consent to be contacted. Not necessarily through direct contact, dialogue can also be activated by responding with a comment on a post, liking or resharing content;

EXPLORE the potential customer's needs and requirements that emerged in the connection phase. We must examine with the potential client what are the motivations that push him to solve problems, the difficulties he encounters, the objectives he sets, the timing, the budget;

ADVICE and involve the potential customer based on their interests by creating engagement through relevant and useful content. The aim is to make people perceive that we know what we are talking about and we are professionals in the sector.

Once the right target has been identified and the connection has been created, it is then necessary to provide useful answers, solutions and the necessary support to meet the potential customer's needs. In the next video we will see what tools are available to us to create the right engagement with our customers.

We have reached the end of this episode dedicated to Permission Marketing.

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