LET'S TALK ABOUT STRAT BABY
If you don’t like spiders, DON’T LOOK NOW.
LOL, just kidding. At Calypso, we’ve formulated what we like to call the Spider Theory – because we see a marketing strategy as a big ol’ spider with 8 sturdy legs and a fat little body.
THE BODY = MARKETING STRATEGY = YOUR WEBSITE
Your website forms the core of your digital marketing strategy, and everything you do online feeds into the success of your website – and ultimately your business. After all, you cannot – we repeat, CAN-NOT – do business without a website anymore. Once your website is up and running, you’re by no means done – oh no! Now we have to work on strengthening your spider’s legs so that your business and your website can start MOVING.
Leg 1: Design
How to strengthen this leg: Sharpen your digital design and create a corporate identity guide.
The muscles that you build: Brand identity and brand recognition
Leg 2: Copywriting (SEO)
How to strengthen this leg: Write website copy that is optimised for search engines like Google.
The muscles that you build: Brand voice and brand identity
Leg 3: Google Adwords
How to strengthen this leg: Invest in paid online advertising (click per word).
The muscles that you build: Brand optimisation
Leg 4: Search Engine Optimisation
How to strengthen this leg: Invest in paid SEO and optimised content, and encourage your employees to engage with your brand online.
The muscles that you build: Brand optimisation
THE LEGS = YOUR MARKETING EFFORTS = ONLINE ACTIVITY
Without 8 sturdy legs, your spider (AKA your marketing strategy) will be off balance or, heaven forbid, entirely dead in the water. Similarly, your marketing strategy and website can’t perform optimally if you’re missing a leg or 3 – and that’s why it’s so important to make sure that you build the muscles of all 8 legs.
Leg 5: Email Marketing
How to strengthen this leg: Send out monthly mailers, and design email signatures that link to your website and social media.
The muscles that you build: Brand awareness, brand trust, brand loyalty and brand community
Leg 6: Social Media
How to strengthen this leg: Invest in social media marketing, and employ sound social media management practices and planning.
The muscles that you build: Brand awareness, brand trust, brand loyalty and brand community
Leg 7: Branding
How to strengthen this leg: Design a logo, business cards, letter heads and corporate profile, and host internal and external events.
The muscles that you build: Brand identity, brand recognition and brand culture
Leg 8: Online Advertising
How to strengthen this leg: Spread the word about your brand through publications, editorials, banners ads, etc.
The muscles that you build: Brand awareness and brand trust