[Editor’s Note: This is the third 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]
What is R.A.C.E.?
R.A.C.E. is a planning framework that you can apply to your digital marketing practices that uses critical thinking to develop a customized, agile, and strategic approach to your business’ unique needs. Smart Insights. introduced the model we have adopted that outlines the R.A.C.E. Process Strategy (RPS).
Objectives of R.A.C.E. Process Strategy:
- Nurture leads and convert them into sales
- Build a business
- Reach audiences most likely to convert
- Generate more leads
- Conversion Rate Optimized (CRO) landing pages that work to convert
Smart Insights provides a training course to better learn and understand RPS – and the owner and chief editor at Webdirexion, Scott Frangos, has completed the course and earned the certificate and is currently our in-house R.A.C.E.-certified expert. We will be adding more members to that team within the year.
Practical Application of RPS
Grow your business when we implement this customized framework to deliver your very own business “road map”. We have adopted the R.A.C.E. model of planning and use it to create individualized client plans. Below is a flow chart that demonstrates the Webdirexion Approach to R.A.C.E. process strategy:
R.A.C.E. Strategy and Tactics
The acronym, R.A.C.E. stands for:
R – Reach target audiences on blogs, social media, search engines, and publishers. This step is also known as inbound marketing and includes:
- 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 via website, interactive tools, and community with:
- Smart forms
- CRM optimization
- Sales process refinement
- Sales funnel optimization
- Drip marketing
- Email marketing
- Live sales calls
C – Convert leads into sales with an effective e-commerce process, price, product, sales pitch, and promotion. An effective R.A.C.E. marketing strategy can have a dramatic effect on conversion rate and includes:
- A/B testing
- Conversion rate optimization (CRO) practices for all digital media
- Lead gathering
- Website audits
We examine your site, navigation flow, and entire acquisition process from ads to website to emails for improvements in Conversion Rate Optimization (CRO). We’ve helped clients. – Scott Frangos
E – Engage with all parties through content marketing to build customer loyalty and improve public relations. The goal of engagement is to capture attention and interact with users in a captivating way that triggers emotion. Building more powerful interactions through the use of:
- Blog marketing
- Video marketing
- White papers
- Story-telling web copy
Our Clients Get into the R.A.C.E.
Customized experiences convert. Period.
A custom R.A.C.E. strategy is created for each client that is tailored to fit their unique business specifications. We follow this document and update it with analytics and other important data in order to keep you running in the R.A.C.E. Here is an example of a R.A.C.E. guidance document we developed for one of our clients:
As the third article in a series about R.A.C.E. marketing- this is intended to be used in conjunction with the first article that details best CRO practices for increased leads and conversions and another about the engagement side of R.A.C.E. marketing.
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