It’s no accident that the word web has a bearing on both the world wide web, the internet, through which you’re reading this blog/article and a spider’s web of course.
On the surface of it, it may seem quite obvious why the comparison exists.
However I think there’s a much deeper layer and we talk to our clients about this all the time.
A web is essentially a fabric from which other things come forth.
For the spider, the spider knows where to put the web, it knows who its target is, it knows what appeals to the target, it knows where the target will go, what their behaviour will be like.
So the spider places its web in the optimal location to engage as many of those targets as possible.
The way the spider does that is by building an intricate framework of elements of the web that when combined create a very light touch and yet extremely strong and engaging mechanism for which the spider is rewarded by being introduced to loads of targets, of course.
One of the really interesting points about that is that the spider does this subconsciously, the spider doesn’t sit there with a blueprint going ‘right we need to do something here and something there’
The spider knows what’s going on.
In your business, you need to have the same sense about the web you create.
Now in this context I’m not talking about a spider’s web, of course, I’m talking about a marketing web, and even more specifically what I call a content web.
You see the web, whether it’s the world wide web, whether it’s a spider’s web or whether it’s your marketing web or your content web, those webs are a fabric from which other things are cut.
In the mechanism of a spider’s web, there is an omniverse of touch points.
What do I mean by that?
There’s strands everywhere in every direction and they, all of those touch points, are an entry point for a target to come into the web.
Every single one of those minuscule millimeters of spiders web is a way in.
Additionally the same is true with your content web, people can come to your business through any content via multiple means.
Ultimately what that means is you have to have value everywhere.
You have to give people no way out.
Now in the context of customers, what we mean by no way out is no reason to leave.
The value has to be huge.
Your content web has to cover a significant amount of ground in the right place based on your target behaviour;
- Who your targets are,
- What they do,
- What they like,
- What they consume,
- What they hate,
- What they run away from,
- What they move towards
All of those things create your content web.
When you get it right, what happens is, your targets enter your content web in one place and they move around in the web.
The web could be across multiple channels, it could be email, it could be social, it could be video, it could be events, it could be literally any mix of channels.
But there’s no way out, there’s no reason for them to leave because the value is so huge.
Leaving you the only job left to do, and that is the same for you and the spider, you just have to listen to the vibrations, pay attention to the noises coming out of the people in your web and then obviously do something with that.