Introduction to Staircase Marketing
Marketing has changed drastically over just a few years, and the changes in everyday life and where people are getting their information is at the root of these changes. Marketing used to be all about getting the most amount of information about your business or product to the most amount of people, and then eventually they would do business with you.
However, since the invention of technology like smartphones, an almost infinite amount of information is just sitting in our pockets at all times. Because there's no way to compete with the level of content that's put out everyday, marketing has to evolve as well to meet those people where they are, on their phones.
Because people see so much more information in just one day than 20 years ago, marketing has to become about building a relationship with a customer and creating a memorable experience between your business and the customers. That is the only way for marketing to be effective in this world dominated by technology.
Marketing is about relationships and the relationships between consumer and business is very similar to dating. People can come on too strong when trying to build relationships which can be very off putting.
If the goal of dating is to find someone to marry, then the goal of marketing is to get a customer to "marry" your business, and what that means is that over time they build a strong relationship with your business, and with that strong relationship comes loyalty, and attatchments to your business.
In order to build those strong relationships your business has to take small steps towards asking a consumer to buy something. First offer to buy them a drink, which to a business may be offering them something like a coupon or a free item, this incentivices the relationship and gives the customer a reason to say yes and interact more with your business.
By continuing to build those relationships with customers, little by little, and not proposing on the first date, your business can create a marketing strategy to foster new, stronger relationships with consumers.