Your relationship with your customers is like every other relationship you’ve known and maintained. It starts small, then grows over time as you both come to trust, believe in, and value each other as mutual exchanges of assets occur.

Marketing is about facilitating that relationship and helping your customers understand the parameters of the relationship. Often, your website will be where you make your first impressions. It might not have been where someone first heard of you, but when someone wants to know more about you, they’ll visit your website.

Every business wishes it could transform its website into a machine that prints money. If only it were as easy as placing a picture of your product with a big “BUY NOW” button!

It’s never that easy, though, and it’s never been that easy. The truth is, nobody has ever bought something before being convinced to buy it. When was the last time you bought something without reading a review, understanding its features, knowing about the company selling it, or having some prior experience with it?

The goal of being in business with your customers is not just a monetary exchange. The goal is to increase value in the lives of both your customer and your business.

Whether it’s a friendship, romantic relationship, or business relationship, all relationships have rules and move through stages. That includes the relationships of small businesses with their ideal clients.