In this post, I’ll suggest two solutions — one from the R.A.C.E. digital marketing strategy we practice at Wedirexion, and one from our favorite marketing tactic — split testing.
Building a Smart Content Message House
You’ve been reading your analytics and your bounce rate is too high. In R.A.C.E. marketing strategy, one concept used to focus on better copy writing is what we call the “Message House”. You proceed from an umbrella statement to core messages and end with supporting evidence and proof points, like this: (more…)
At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.
We’ve found this helps solve a lot of the challenges marketer’s face as shown on the chart at right. Take a look at the top three, and ask yourself how you now measure content effectiveness? Shouldn’t you see direct results in terms of engagement and leads? We think so.
The diagram at right (click to enlarge) represents a top level view of R.A.C.E. cycle marketing with the marketing funnel for leads and new customers in the middle. (more…)
Today’s marketing landscape is one that is constantly evolving. With technology improving and spreading as fast as it is, marketers have to keep up with what is new in order to stay relevant. The past several years have seen the rise of social media and mobile usage, a trend that is not going anywhere anytime soon. With this knowledge, brands trying to capture their audience’s attention can no longer rely on traditional forms of advertising.
So how do brands market their products? What does “advertising” look like today? While there is no one answer to that question, one particular marketing strategy that brands frequently use is content marketing.
[Editor’s Note: This is the second in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
How to use the R.A.C.E strategy to connect and create loyal, engaged customers for the long-haul
Webdirexion uses the R.A.C.E. marketing strategy where one specific focus is on Engagement.
As part of Webdirexion’s continuing series on R.A.C.E strategy, today we’ll be talking about Engagement, which is all about keeping your customers happy, loyal, and interested—for good.
The “E” in Race is all about engaging your customers, particularly first-timers, for the long term in order to build loyalty. You want to keep your customers for life, get them repeating purchases by engaging them through social media, email, and even direct interactions.
A good way to gauge loyalty is by looking not only at repeat purchases, but also at how your customers interact with you through social media. Do they share your content? Have they referred others either through social media or more traditional word-of-mouth forms? (more…)
You have an opportunity to tell your story… and make it sizzle!
Born at the turn of the 20th century, Elmer Wheeler has long been lauded as the father of persuasion marketing. Known for coming up with ingenious ways to upsell everything from shaving cream to crude oil, Wheeler has also been credited with coming up with some of marketing’s most important adages, from “don’t ask if but which” to the concept we will be discussing today “don’t sell the steak—sell the sizzle!”
If Mr. Wheeler were alive today, he could surely give us countless examples of sizzle. A New Yorker profile on the marketing maven tells of how he would carry a square clothespin with him to illustrate the “sizzle” behind these everyday household objects. You see, back in the days of yore, way before clothes driers, clothespins were round and–consequently–more likely to roll under furniture and far out of reach. Then, in the 1920s, square clothespins entered the scene, and their “sizzle” (the fact that they don’t roll if you drop them) helped them take over their round counterparts within a matter of years. (more…)