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RACE-digital-marketing-strategy

RACE – Digital Marketing Planning Model

RACE is a strategy created to improve digital marketing studies. In 2010, Dave Chaffey realized that businesses use digital marketing without a strategic approach, and on this, he created the RACE (Reach, Act, Convert, Engage) planning framework to create and manage digital marketing strategies.

RACE - Digital Marketing Model

Plan

The Plan is an initial phase. At this stage, the goal is determined and the plan is created.

Reach

The first stage of our RACE model is Reach. In this phase, the primary purpose is to promote the brand and make it visible. It aims to ensure the awareness and visibility of your brand, products and services on other websites and offline media. To be able to generate traffic by attracting visitors to your different web assets such as your site and social media pages will be a strong advantage in your hand. For example, to raise awareness; you can place paid advertisements, create online courses, or publish a guest blog post on different sites.

In order to reach your target audience, you must first know them very well. For example; You should know where your target audience is spending time, what they like to see and read, what search terms they use, etc.

The key performance indicators (KPIs) that should be observed at the first stage are:

  • Unique visitors
  • Value per visitor
  • Followers

(How many unique visitors do you receive? How much of your content do your visitors share? )

Act

Act is short for Interact. As the name suggests, it is when the consumer interacts with your web assets such as your website or social media accounts and takes action when they reach your website or social media.

After your audience interacts with you, they can view your company description, products, subscribe to your email newsletter, or click on a blog post. In order for the customer to not hit the back button immediately, you should provide them with interesting content. You should also make your website responsive to mobile users.

*** Many sites have bounce rates of over 50%, so getting the audience to act is a huge challenge.

Key performance indicators (KPIs) for measurement in the Act phase are:

  • Bounce rate
  • Pages per visit
  • Product page conversion

(What is the bounce rate? How big is your product page conversion? How many pages are visited per visit?)

Convert

It aims to convert your target audience into paying customers, regardless of whether the payment is made through online E-commerce transactions or offline channels. Depending on your business; it could be buying a product, creating a monthly and annual subscription, or booking a room. The important thing is that the conversion creates commercial value for your business.

Key performance indicators (KPIs) to be observed at this stage are:

  • Unique visitors
  • Audience share
  • Revenue/ Profit

(How much revenue do the customers generate for you? How many successful sales have been made? What is the value of the average order? How large is the visitor-to-buyer conversion?)

Engage

Engage is a long-term process, and is where customer relationships are based. You can ensure that your customer sees you over and over again with social media, newsletters and paid ads. At this stage, the focus is on building loyalty between you and the customer. When you get loyal customers, your long-term profit is guaranteed.

*** Remember that happy customers are the key to repeat sales!

Key performance indicators (KPIs) to be observed at this stage are:

  • Repeat purchases (lifetime value)
  • Loyalty
  • Advocacy (referrals or testimonials)

(How many repeat visitors do you get? How many times do they mention your brand?)

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