Contagious Digital Marketing: Applying the STEPPS Model

By: Traci Frees, MA
Business & Marketing Faculty at Azusa Pacific University

Having a strong online presence for your business means applying marketing strategies for gaining a competitive edge and capturing the attention of the target audience is crucial for success. Amidst the vast array of marketing strategies and techniques, one model stands out for its unique and innovative approach that we’d like to focus on in this article: The STEPPS model.

In this article, we will provide a description of each step, include examples of how three sample company types could apply each step, and explore how the STEPPS model can be seamlessly integrated into your digital strategies. We will focus on three: Search Engine Optimization (SEO), Email Marketing, and Website Blogs/Social Media posts.

What is the STEPPS Model?

The Marketing STEPPS model was developed by Jonah Berger, a renowned social psychologist and marketing professor at the Wharton School of the University of Pennsylvania. He introduced the model in his best-selling book titled “Contagious: Why Things Catch On,” published in 2013. In this book, Berger explores the factors that drive certain ideas, products, or messages to become viral and widely shared, while others do not gain the same level of popularity.

The STEPPS model provides valuable insights into the psychology behind the transmission of information, making it a valuable framework for marketers aiming to create contagious (and hopefully viral), and shareable content. The STEPPS model is an acronym that represents the 6 factors that drive contagiousness in the marketing context, and each letter corresponds to one of these factors: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

1) Social Currency

People naturally desire to be perceived positively by their peers. They share information or products that enhance their social standing or make them look knowledgeable, funny, or in-the-know. Brands that can make their consumers feel like insiders or offer unique experiences are more likely to benefit from social currency.

Social Currency & Digital Marketing Strategies

Let’s explore some creative ways a business could apply Social Currency to SEO Optimization, Emailing Marketing, Website/Social Media Campaigns.

SEO Optimization

When you optimize your website with valuable and shareable content, it enhances your social currency. If your website offers insightful blog posts, industry news, or unique resources, people are more likely to share your content, boosting your website’s visibility and authority in search engine results.

Email Marketing

In email marketing, you can create exclusive offers or insider information for your subscribers, making them feel like part of an exclusive group with social currency. Encourage them to share these exclusive deals with friends, family, or colleagues, further expanding your reach.

Website Blog/Social Media Posts

Gulf Coast Adventure Stories: Encourage visitors to share their thrilling Gulf Coast adventure stories and experiences on your blog. Invite users to submit their narratives of exciting activities like deep-sea fishing, kayaking in the mangroves, or exploring nature reserves. Highlighting these user-generated stories not only provides social currency to the contributors but also sparks interest and engagement among other readers who may be inspired to try these adventures themselves.

2) Triggers

Triggers & Digital Marketing Strategies

Let’s explore some examples of how a business could apply Triggers to SEO Optimization, Emailing Marketing, and create a Blog/Social Media posts.

SEO Optimization

Optimizing content with keywords related to current events, holidays, or trending topics can act as triggers that prompt people to engage with and share your content.

Email Marketing

Sending timely and relevant email campaigns based on triggers like customer behavior, previous interactions, or special occasions can increase open rates and encourage sharing.

Website Blog/Social Media

Sunset Photo Contest: Host a sunset photo contest on your blog and social media platforms. Encourage people to capture and share breathtaking sunset views they have witnessed along the Gulf Coast. As sunsets are an iconic feature of the region, this contest serves as a trigger for participants to cherish and share their picturesque moments, driving engagement.

3) Emotion

Emotion plays a significant role in decision-making and sharing behaviors. Content that evokes strong emotional responses, whether joy, awe, anger, or fear, tends to be more shareable and memorable. Just think about the stories on the news, weather reports, or “heartfelt” social media posts with animals – these usually appeal to strong emotions.

Emotion & Digital Marketing Strategies

Let’s explore some examples of how a business could apply Emotion to SEO optimization, Emailing Marketing, and create a Blog/Social Media posts.

SEO Optimization

Creating emotionally compelling content through SEO-friendly articles, videos, or infographics can increase user engagement and encourage sharing. Content that evokes strong emotions tends to be more viral.

Email Marketing

Crafting emotionally resonant email campaigns that connect with the recipients on a personal level can lead to increased click-through rates and encourage them to share the email with others.

Website Blog/Social Media

Preserving Gulf Coast Ecosystems: Publish blog posts that evoke emotions related to environmental conservation and sustainability. Share stories about local efforts to protect marine life, coastal habitats, and wildlife conservation projects. By stirring emotions and highlighting the significance of safeguarding the Gulf Coast’s natural beauty, readers are more likely to engage with and share these impactful posts.

4) Public

People often mimic the actions and behaviors of others, especially those they consider to be influential or reputable. This can include styles of clothing, food and beverages they order and walk around with, messages on the back of their cars, or even name brand emblems on digital devices or clothing and purses. Making products or behaviors more observable and public can encourage others to adopt them as well.

Public & Digital Marketing Strategies

Let’s explore some examples of how a business could apply the factor of Public to SEO optimization, Emailing Marketing, and create a Blog/Social Media posts.

SEO Optimization

By optimizing your website and content for local search, you can increase your visibility within your target community. Positive reviews and local citations also contribute to your public image.

Email Marketing

Encourage social sharing buttons in your email campaigns, enabling recipients to share your content publicly on their social media profiles, thereby increasing your brand’s visibility.

Website Blog/Social Media

Community Spotlights: Feature spotlights on local businesses, artists, and initiatives within Gulf Coast communities. Showcasing the unique and talented individuals (the cool kids) who contribute to the region’s vibrant culture generates public interest and positive associations for your blog. The featured individuals or businesses may also share the blog post, further expanding your blog’s visibility and community connections

5) Practical Value

When something is useful, helpful, or valuable, people are more inclined to share it with their network. This is where content marketing comes in, create content for your users that they find interesting, humorous, or even insightful. Be creative with what you create such as blog post, podcasts, guides, discounts, etc. Providing practical value to consumers can lead to increased word-of-mouth marketing.

Practical Value & Digital Marketing Strategies

Let’s explore some examples of how a business could apply Practical Value to SEO optimization, Emailing Marketing, and create a Blog/Social Media posts.

SEO Optimization

Providing valuable and practical information through SEO-optimized content establishes your website as a helpful resource, encouraging visitors to share the information with others who might find it useful.

Email Marketing

Offering exclusive discounts, informative resources, or useful tips in your email campaigns provides practical value to your subscribers, making them more likely to forward the emails to others.

Website Blog/Social Media

Family-Friendly Beach Safety Guide: Create a practical guide on beach safety for families visiting the Gulf Coast. Include essential tips such as water safety, sunscreen recommendations, and local tide information. This valuable resource offers practical value to families planning their beach vacations, making it highly shareable among parents and caregivers seeking to ensure their loved ones’ safety during their coastal getaways.

6) Stories

Narratives and stories are powerful tools in marketing. Humans are wired to remember and retell stories, so brands that can craft compelling and relatable stories around their products or ideas are more likely to gain attention and spread through word-of-mouth. Think how Jesus used stories and parables to relate to his followers in the Bible. We were created to tell stories to connect with one another.

Stories & Digital Marketing Strategies

Let’s explore some examples of how a business could apply Story Telling Techniques to SEO optimization, Emailing Marketing, and create a Blog/Social Media posts.

SEO Optimization

Telling compelling stories through SEO-friendly content can increase engagement and sharing. People are more likely to share content that resonates with their experiences or beliefs. Stories can come in any format: written, video, blog, vlog, audio podcast, etc. You can even use a mascot to tell the story of your company or include creative adventures of a made-up character.

Email Marketing

Incorporating customer success stories or case studies into your email campaigns can create a strong emotional connection with recipients, motivating them to share the stories with others.

Website Blog/Social Media

Meet the Faces of the Gulf Coast: Share inspiring personal stories of locals who have a significant impact on their Gulf Coast communities. These stories could feature business owners, volunteers, or artists whose work enhances the Gulf Coast’s unique identity. By highlighting the human stories behind the region’s success, your blog fosters a sense of community and encourages readers to share these uplifting narratives.

STEPPS Model in Action

Following are hypothetical marketing campaign ideas for various types of companies located on the Gulf Coast, to help you start thinking creatively about using elements of the STEPPS principles in your next digital marketing campaign.

Click on each company type below to discover more!

Landscaping Company

Property Management

Roofing Company

Local Restaurant

Landscaping Company

Property Management

Roofing Company

Local Restaurant

Final Thoughts

To make the most of the STEPPS model, business owners need to understand their target audience thoroughly. By focusing on creating content or campaigns that align with the six principles, brands can increase their chances of going viral and enjoying substantial organic growth.

As we have seen, the STEPPS model emphasizes the importance of word-of-mouth , which is one of the most powerful and cost-effective marketing strategies. To encourage word-of-mouth/ online sharing, brands can create shareable content, engage with influencers, and provide unique experiences to their customers.

Reach out and let us help you discover more ways to apply the STEPPS model to your digital marketing strategy, as it serves as a valuable framework for understanding why certain marketing initiatives succeed in captivating audiences, while others struggle to gain traction. By tapping into the psychological drivers of human behavior, brands can unlock the power of influence and harness the contagious nature of ideas and products in the modern marketing landscape.