Introduction to RACE Digital Marketing Framework


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RACE Digital Marketing Framework is a practical planning framework that when executed improves your digital marketing efforts giving you the best ROI. As a Digital Marketing Agency & Coventry SEO Agency, we only offer the best in our industry and R.A.C.E framework allows us to develop a customised, agile, and specific approach to your business’s needs.

Developed by Dr Dave Chaffey of Smart Insights, we have adopted for this model which stands for R – Reach target audience, A – Act on strategy, C – Convert leads into sales, E – Engage with your audience.

RACE digital marketing framework that has been adopted not only us but many of the leading agencies and small to large organisations. Thanks to it’s a practical, clear and focused framework that has helped many companies to deliver on their marketing goals.

RACE Digital Marketing Framework, Digital Marketing Framework

Why RACE Digital Marketing Planning Framework?

The RACE Digital Marketing Planning Framework system provides a simple framework that helps both SMBs and large organisations to implement and capitalise on the best digital marketing strategy for their business.

The challenge many SMBs have is the lack of a digital marketing strategy and also how to structure the various elements of that strategy and where to start. The digital marketing industry is flooded with so many tools for analysis, to competitor spying software that makes it difficult to know where to start.

With the RACE Digital Marketing Planning Framework – we have a structure that helps us to streamline and prioritise the right options that deliver the best ROI.

RACE is a useful, practical framework that aids the management and boots your results from your digital marketing. It’s all ultimately about using best practice web analytics techniques to obtain more commercial value from investments in digital marketing. By simplifying your approach to reviewing the performance of your online marketing and taking actions to improve its effectiveness enabling you to effectively reach your marketing goals.

RACE digital marketing framework consists of four steps or online marketing activities designed to help SMBs to engage with their customer base throughout the customer lifecycle.

R – Reach Target Audience

The Reach process involves building awareness of your brand, its products, and services on the digital world and in offline media in order to build traffic by driving visits to different web presences like your main site, landing pages or social media pages. It includes maximising reach over time to create multiple interplays using different paid, owned and earned media touchpoints.

  • Smart Search Engine Optimization (SEO)
  • Social Media Marketing (SMM)
  • Public Relations (PR) and Media Outreach
  • Press Releases
  • Paid Ad Campaigns (Google Adwords, Facebook, LinkedIn)

A – Act on Strategy

It’s a more active phase that requires encouraging interactions on your websites and in social media to generate qualified leads. It’s about persuading site visitors or prospects to take the following actions, the next Action on their trip when they initially reach your site or social network. This is far more important to B2B, because it doesn’t just mean creating leads, yet it may imply discovering a lot more about a business or its service offering, looking to find a product or reading a post.

  • Smart Forms
  • CRM Optimisation
  • Sales Process Refinement
  • Sales Funnel Optimisation
  • Drip Marketing
  • Email Marketing
  • Live Sales Calls
  • Live Webinars
  • Newsletters

C – Convert Leads into Sales

This is the phase of conversion to sale. It involves getting your target audience to take that important next action which turns the prospect into a paying customer whether the payment is taken through online eCommerce transactions or offline channels. Also involves checking on any leaks such as monitoring on abandoned carts or drop off site keypoints and ways to improve and close those leaks in the funnel.

  • A/B Testing
  • Conversion Rate Optimisation (CRO) practices for all digital media
  • Lead Gathering
  • Website Audits
  • Funnel Monitoring (drop off pages, abandon carts fixes)

E – Engage with Your Audience

This is the long-term engagement that is, establishing a long-term relationship with new buyers to develop customer loyalty as repeat acquisitions using communications on your site, social presence, email and also direct communications to enhance customer lifetime worth. Everything can be tracked and measured by repeat actions such as repeat sale and sharing content through social media. We also have to gauge the per cent of active consumers (or email subscribers) as well as customer satisfaction and recommendation using other systems.

  • Blog Marketing
  • Video Marketing
  • White Papers
  • Newsletters
  • Storytelling Web Copy

The Use of KPIs to Manage RACE

The use of Key Performance Indicators KPI in the RACE Digital Marketing Planning Framework system is essential and necessary to aid in the process of evaluating and optimising which marketing activities are effective and which are out of date.

This diagram shows appropriate key performance indicators (KPIs) that should be made use of at each stage.

RACE Digital Marketing Framework, Digital Marketing Framework

Right here’s an example of our advised actions in an easier recap of RACE Digital Marketing Framework KPIs which could develop a dashboard – the best control panels show not just volume as well as exactly how they change via time, yet likewise, the top quality visits, as well as the value, produced.

Much of these KPIs be developed from Google Analytics although it needs to be tailored for every service to record objective goals or income per visit. For some other steps such as social media mentions, one must draw in from other tools.

RACE with SoLoMo Marketing for Better Local Marketing

Digital marketing today is not practically your website, actually it has never been, partnering with other sites and “swimming with the fishes” has constantly been very important.

But today, the popularity of involvement in social media with web users implies that how to reach, interact, convert as well as maintain recurring interaction of clients with social media is essential to the success of a brand. At each action in RACE Digital Marketing Framework, you need to assume how social media can help accomplish your goals and also exactly how you can measure the performance of social media.


Integrating RACE Digital Marketing Framework with Traditional Marketing

Digital channels always work best when they’re incorporated with other channels, so keep in mind that where appropriate, digital channels need to be incorporated with the traditional offline media and also networks. One of the most crucial aspects of assimilation is initially using standard media to raise awareness of the value of the on-line visibilities and drive site visitors to the website(s) at the Reach and also Engage phases. Secondly, at the Convert and Engage actions phase consumers might favour interacting with company representatives as part of the purchasing or customer support process.



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