More is better has defined digital marketing for 20+ years.
Not anymore.
AI has commoditized content creation (not creativity, just creation). “More is better” is available to everyone, and SEO-centric, generic blogs aren’t going to cut it anymore. Creative, unique, permission-based content is how you stand out from AI.
Why Permission Matters
Why bother with permission-based marketing in a social media-centric world?
Social media is where brands are putting their most creative effort right now. But think of social media like going to the bar. You might know regulars by name, but your relationship with them only exists there. Those regulars might be fine to watch the game with, but would you invite them to your house to help you move?
Permission-based marketing is like getting someone’s phone number. They’ve given you permission to build a relationship — and they might just help carry your TV to that second floor apartment.
And with social media, you’re dependent on both the middleman showing your posts to your audience and the person being “at the bar” (logged on) to see it. Given that we know the average number of touchpoints before a conversion is around eight, the fact that you can send them a message and know you’re reaching them is critical.
Building a Permission-Based Relationship with Your Audience
Permission-based marketing is based on authority and authenticity.
Back when we were part of Copyblogger, we were among the first to talk about the importance of authority. It’s common knowledge now — and it’s still just as true as it was when we started saying it over a decade ago.
You build a relationship with your audience exactly the same way you do with people in real life.
Authority: Show Value
Any healthy relationship needs value on both sides. You want something from your audience — advocacy and money, eventually. Show your authority in your niche so they trust you with their money and reputation.
- Create valuable content. Don’t talk for the sake of talking. Bring something unique to the table — viewpoint, style, case studies, proprietary stats. Draw from your own experience and expertise.
- Send special offers (occasionally). A little self-promotion is expected; your audience knows you need something out of the relationship too. But don’t monopolize the conversation. See our PII™ guide if you need a hand figuring out the ratio.
- Keep them in the loop. If your audience is directly affected by something that’s changed in your business, let them know. We use our State of the Platform emails to do that.
Authenticity: Be Real
Your audience needs to trust that you are who you say you are. Two laws govern that:
- Be consistent across every channel.
- Meet your audience’s expectations.
You can get anyone to look at anything with babies, puppies or breasts. But if that visual doesn’t match what you’re selling, it’s useless. Many would-be social media influencers try to “game the system” by using eye-catching bait-and-switch visuals, rage bait or artificial lengthening to drive up view time and take advantage of the algorithm. That’s great if you’re just trying to get seen — but awful for authenticity and building a brand.
It’s a lot harder to do this sort of gaming with email or SMS. You’re limited to a small amount of text, and regulations and spam filters control the worst of these behaviors. You still need to understand the basics, though. Here’s how you can be authentic with your audience and make sure they’re getting a clear and consistent brand message.
- Use analytics and data. Matching your audience’s expectations means giving them what they want to see. A/B test and track open and click-through trends over the long term (though take it with a grain of salt; open rates aren’t what they used to be).
- Understand anti-spam laws. Anti-spam laws vary by jurisdiction, but there are two things you must know: don’t send marketing messages to people who haven’t opted in (or opted out already), and make sure every email has an unsubscribe link.
- Know how spam filtering works. Consistently delivering a message means knowing what you can say without getting filtered out (either by your customers or technical filtering including SPF, DKIM and DMARC). If you want to learn more, see our article “The Spam Filter You Can’t Ignore.”
- Use your subject and preheader to get people interested. Have a short, attention-getting subject line, then use the preheader and the first 40 or 50 characters of the content to set the hook. If people won’t open the email (or feel like you’re bait-and-switching them), your relationship needs some clearer communication.
Old Doesn’t Mean Outdated
Email and SMS are old channels, but they’re taking on new importance. AI is rising, SEO is falling and human connection is becoming vital again. Changes in technology are reinforcing the true value of permission. Don’t miss the boat.
We’re watching the marketing world carefully this year — and we’ll keep you informed on everything that’s changing. Sign up for the Dispatch today.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services