R.A.C.E. Framework for Digital Marketing
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R.A.C.E. Framework for Digital Marketing
Premiere Creative uses the R.A.C.E. Framework in an effort to bring greater clarity and focus to our customer’s multi-channel marketing efforts. Celebrating 28 years as the top digital marketing agency in NJ & NYC, clients retain Premiere Creative because they are looking for accelerated revenue growth. Our team of digital marketing experts drives more qualified sales leads thru an omni-channel strategy for customer acquisition and market penetration. Digital technology and mobile devices have put people in control, expecting an immediate answer in the moments to go, do, and buy. Marketers can no longer plan on a linear journey. Today, consumer chooses to engage with brands that are relevant, helpful, and personal. The challenge is to know your customers – really know them. You need an omni-channel strategy because completing the marketing “motions” without a plan and clear objectives can eat away at limited budgets. Since many companies didn’t have a marketing strategy, Smart Insights created R.A.C.E as a framework to help teams plan and manage their marketing tasks in a structured way.
What is the R.A.C.E. Marketing Model?
Convenient for both small businesses and large corporations, R.A.C.E. helps digital marketers leverage every opportunity to encourage business growth. R.A.C.E. is an acronym, which stands for Reach, Act, Convert and Engage. This marketing model establishes a set of general objectives from which new smaller targets will emerge which are easier to attain, measure, and control. The R.A.C.E. model assists businesses in:
- Building Brand Awareness
- Reaching audiences most likely to convert
- Generating more leads
- Nurturing leads and converting them into sales
Moreover, each stage of this framework represents tactics that relate to a specific stage of the customer journey in your marketing sales funnel.
- Plan matches with the Discovery/Exploration stage
- Reach matches with the Consideration/Decision-Making stage
- Convert ties in with the Conversion/Purchase stage
- Engage aligns with the Retention/Advocacy stage
Thus, businesses can map out the customer journey and better understand the sales funnel. Doing so will allow the marketing team to deliver customized messages to every new customer.
The R.A.C.E. Framework: Step-by-Step
The PLAN Stage
As a preliminary step to R.A.C.E., this stage involves conducing exhaustive research to set campaign goals, assign tasks, refine your messaging, and create branded content. During the planning stage, your marketing team should aim to understand your audience by creating client personas (your ideal customer). This fictional persona embodies the characteristics of your best potential customers. You’ll want to ascribe a name, demographic details, interests, and behavioral traits, so that everyone on the team and company aligns with this persona. Doing so allows your team to better gauge their goals, pain points, and buying patterns. Furthermore, your team will want to harness social listening and run a complete competitor analysis to find topics?? that match your industry.
The REACH Stage
REACH is an awareness stage where your team will focus on promoting your brand to audiences. These activities will generate traffic across various website platforms such as:
- Search engine optimization (SEO)
- Social media marketing (SMM)
- Public relations and media outreach
- Affiliate marketing
- Paid ad campaigns (Google AdWords, Facebook, etc.)
The ACT Stage
The ACT stage focuses on acquiring leads. You’ll need to encourage your website visitors to interact with you when they land on your social media page or website. During this phase of R.A.C.E., you must persuade prospects to take the next step in their customer journey, which can be affected through:
- Conversation rate optimization
- Lead generation techniques
- Landing page optimization
- A/B multivariate testing
- eCommerce checkout management
The CONVERT Stage
The main goal in the CONVERT stage involves transitioning your web visitor into a paying customer, whether offline or any online channel. While attempting to CONVERT, make sure to automate your messaging to target key prospects with content relevant to them. You can also re-market to these prospects through Facebook, Instagram, and Google/Bing Ads
The ENGAGE Stage
This is where you focus on developing a long-term relationship with first-time buyers to build customer loyalty. This should ultimately drive repeat purchases and potentially advocacy:
- Mobile marketing
- Loyalty rewards
- Newsletters & promotional emails
- Content marketing
Using R.A.C.E. to Track KPIs
Implementing the R.A.C.E. model into your marketing strategy allows you to monitor key KPIs during each stage in the customer journey. By recording and analyzing this valuable data, marketing and sales teams can re-optimize their marketing funnel.
KPIs in the REACH Phase
- Unique websites visitors
- Value per visit
- Fan/follower count
KPIs in the ACT Phase
- Number of leads
- Time on website
KPIs in the CONVERT Phase
- Sales (online & offline)
- Average order value (AOV)
KPIs in the ENGAGE Phase
- Repeat purchases (Lifetime Value)
- Satisfaction & loyalty
- Brand advocacy
Using R.A.C.E. for Omni-Channel Optimization
Omni-channel marketing is the name of the game because digital channels work best when integrated with other channels (online and offline) to create a consistent experience. Since each stage in the R.A.C.E. model gears towards specific strategies, you’ll also need to optimize certain digital efforts for each step. Furthermore, remember to integrate your online efforts with traditional media, which attracts a broad audience and creates more awareness. Premiere Creative’s omni-channel digital marketing expertise will improve your performance across social, non-social, and search, to ensure that every dollar spent gets efficiently leveraged. Give our marketing agency a call at (973) 346-8100, and let’s talk digital.
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