Optimizing Your Digital Marketing Strategy with the Kalicube Process: Understandability, Credibility, and Deliverability

Optimizing your digital marketing strategy requires more than an online presence; it demands a strategic approach that ensures your brand is understood by your audience and the algorithms, perceived as credible and trustworthy, and effectively delivers its message across all stages of the buying journey.

The Kalicube Process is a comprehensive strategy that allows brands to achieve these goals in three phases: Understanding, Credibility, and Deliverability. Understanding, credibility, and deliverability allow brands to drive brand-driven revenue and generate leads on search engines such as Google and Bing, in search AI features such as AI Overview and CoPilot, and off-search AI assistive engines such as ChatGPT, Perplexity, and Claude.

The Kalicube Process is a data-driven, three-phase digital marketing strategy designed to optimize a brand’s visibility, message, and acquisition funnel across its entire digital ecosystem. This process is simple, straightforward, and deeply rooted in brand and marketing with search engine optimization (SEO) baked in. The Kalicube Process is timeless and future-proof and works seamlessly with AI technologies and any new tech that comes our way.

Phase 1: Understandability

Understandability is the first phase in the Kalicube Process. Phase one is a one-month actioned audit of your brand’s entire digital footprint. Search engines are able to understand your brand when your messaging is clear and consistent everywhere your brand appears online. Search engines are unable to understand your brand when your message is fragmented and inconsistent and does not convey who you are, what you offer, and who your target audience is. Your brand is excluded from the candidates Google and the AI interfaces surface in the recommendations unless you create understanding for the algorithms. 

How to Build Understandability in The Kalicube Process.

1. Audit Your Digital Presence: Conduct a thorough review of all digital assets to identify inconsistencies or inaccuracies in your brand messaging.
2. Write a two-sentence summary of your brand using a semantic triple at the beginning of the first sentence. For example, “Harry’s Coaching is a mindset coaching service for entrepreneurs.” “Harry’s Coaching” is the subject in the semantic triple, “is a” is the predicate (or shows the relationship to the object), and the object is “mindset coaching company.” Algorithms understand semantic triples and use them to define relationships in the Knowledge Graphs, which house information about facts and entities.
3. Optimize Content for Clarity: Replicate this message everywhere your brand appears online. Key places include your About page (entity home), social media profiles, directories, and articles to ensure they clearly communicate what you stand for.
4. Position Your Brand Strategically: Place your optimized content where it is most likely to be found by your audience and search engines.
5. Reinforce the message with Schema Markup: Use Schema Markup on your entity home to deliver the information in a language the algorithms understand. Schema Markup is Google’s native language. Schema is not a magic bullet. Schema reinforces what the algorithms have learned by reading the information on your entity home.

Why it’s important: Without understanding your brand identity and purpose, search and AI engines won’t prioritize your content.

40% of search queries include a brand name. Are you leveraging yours?

Phase 2: Credibility

Once understandability is established, the next step is to build credibility. This phase ensures that both search engines and users see you as a trustworthy source within your industry.

How to establish credibility in The Kalicube Process.

1. Authority: Establish yourself as a person with experience and expertise in your niche through helpful and valuable, high-quality content such as blog posts, videos, speaking engagements, podcast appearances, whitepapers, and case studies.
2. Trustworthiness: Gain user trust by showcasing testimonials, reviews, and certifications.
3. Engagement: Foster user interaction through comment sections, brand and product review opportunities for your customers, or social media engagement, which signals credibility to search engines.

Credibility goes hand-in-hand with understanding but takes it a step further by establishing N-E-E-A-T-T (framework—Notability, Experience, Expertise, Authoritativeness, Trustworthiness, and Transparency) in the eyes of both users and search engines. 

Why it’s important: You need to gain credibility to avoid losing out to competitors even if Google understands your brand.

Phase 3: Deliverability

Deliverability ensures that once understood and credible by the algorithms and search engines; your content reaches its intended audience effectively. Deliverability is about creating the right content in the right format at the right time and on the right platforms so it can be easily found by your audience when they are searching for solutions you provide.

Key Steps in Ensuring Deliverability in the Kalicube Process.

1. Create Valuable Content: Map your customer journey and create content that addresses questions, concerns, and value at each stage. Produce content that solves problems, offers insightful solutions, and invites your audience to take the next step with a call to action.
2. Strategic Placement: Place the content in the places your audience looks for solutions online, in a format they prefer. Formats include blogs, videos, reels, shorts, and posts, for example. Kalicube clients get a deliverability roadmap outlining where the competition and the audience are hanging out and SOPs for each platform.
3. Optimizing Content Delivery: Ensure fast page speeds, structured websites for easy navigation (optimization), and make sure search engines discover and crawl your site efficiently.

Why it’s important: Even with understanding and credibility, if your content isn’t easily accessible or consumable by users (and search engines), it won’t be effective. When you achieve Deliverability, you’ll hear your new clients say “Everywhere I looked online, I saw your brand.”

Interdependence of Understandability, Credibility & Deliverability

The three phases of the Kalicube Process – Understandability, Credibility, and Deliverability – form a symbiotic relationship crucial for achieving a powerful revenue-generating brand through data-driven digital marketing.

The Interconnected Nature:

1. Understandability lays the foundation for Credibility by clearly communicating who you are and what you offer. Without this clarity, establishing credibility becomes challenging.
2. Credibility enhances Deliverability by increasing engagement rates and trust. Credible brands are more likely to have their content consumed and shared.
3. Deliverability reinforces both Understandability and Credibility by consistently presenting clear messages and maintaining quality across various platforms.

What are the Consequences of Neglecting The Understanding Phase of The Kalicube Process

The consequences of neglecting the Understanding Phase of The Kalicube Process means your brand is not positioned in front of your target audience. By creating a clear, consistent brand message everywhere your brand appears online means your target audience sees your brand and provides you with the opportunity to build relationships and trust and invite them into your buying funnel. 

Neglecting the Understanding Phases means the algorithms fail to understand your brand and they represent your brand according to the fragmented and inconsistent information they find online. A search for your brand name produces results for other brands, brands with similar names or incorrect images or descriptions and other information in knowledge panels that are attached to various people or brands the algorithms are tying to piece together.

Brands that aren’t in the knowledge graph (or the search engine’s brain) stop the algorithms from building confidence and adding facts, relationships and competitor or peer equivalents to your brand. The algorithms don’t know where your brand “fits” in the world. When a brand isn’t in the knowledge graph, it doesn’t have a knowledge panel and a knowledge panel is the foundation stone of every single successful brand. 

Clients who work with Kalicube must complete the understanding phase in order to lay their brand foundation and future-proof their brand. Understanding means the algorithms are able to represent your brand correctly. Some clients complete the Understanding Phase to take control of their brand narrative online, and revisit the other phases at a later date when they have new brand goals.

Brands who achieve understanding move on to credibility phase, which positions them within the correct peer or competitor set – making it clearer to the audience who the brand is, what it does and who it serves. Brands who want peer credibility complete the credibility phase.

Brands who achieve credibility move onto the deliverability phase to achieve audience fame. Meaning the algorithms understand them, they’re positioned among the correct competition and the right audience finds valuable and helpful information in the right format, in the right places at the right times during their buying journey. The culmination of the three phases mean these brands are entrenched in the knowledge graph, have a rockstar like knowledge graph, sit among their peers when the audience is asking for recommendations. The volume of audience specific content the search and AI engines are able to easily reproduce means they can recommend the brand and lead the buyer through a series of buying questions in the AI results like AI Overview and CoPilot and deliver the brand “The Perfect Click”. The perfect click happens when a person has gone through your buying sequence and clicks on your website when tehy are ready to buy because the AI features have recommended you as the ultimate solution provider. 

The Kalicube Process requires all brands to complete phase one understanding. Brands who complete all three phases create a robust ecosystem where each phase future proofs the brand and digital marketing strategy and increases brand-driven revenue. 

If Brand-Driven Revenue is Important to You, Choose Kalicube

Kalicube’s data-driven approach ensures your brand is understood by your audience and the machines, perceived as credible, and effectively delivers its message across all digital platforms. Kalicube Pro is our proprietary software and has been collecting data from Google and around the web since 2015. It has over 2+ billion data points and allows Kalicube to harness and analyze industry and niche-specific information to determine the fastest, most effective, and most efficient digital marketing strategy to reach your audience and grow your business. You get standard operating procedures tailored to your business for every strategy. There is no guesswork, no wasting time and money, and you get support from our team of experts. When the team at Kalicube Pro implements The Kalicube Process, you can rest assured your digital strategy is agile and state of the art, and you can adjust to changes in your industry and search landscape at the drop of a hat. 

Achieve omnipresence and future-proof your brand and digital marketing strategy. Book a call to discuss how our Done For You Kalicube Process can elevate your brand’s visibility, credibility, and deliverability – and grow your revenue.