Using the RACE framework to review and improve an inbound marketing programme

| April 4, 2017

article image
We asked content marketing expert Stephen Bateman about how he uses the RACE framework to structure marketing campaigns for clients Q. Yourself and Dave Chaffey of Smart Insights recently scoped out a project to improve the inbound marketing programme of a B2B telecommunications firm. Can you give us an idea of how RACE was utilised to scope out and plan the project? Yes, the firm in question had been getting content from its agency for its inbound marketing programme for more than 18 months, and the team used the content to get “attention” from prospective buyers, but failed to generate the potential volume of qualified leads (MQL) they expected.

Spotlight

Mindshare

We believe that in today’s adaptive world everything begins and ends in media. Our role in this world is to help clients grow their business and to become their lead business partner and we achieve this through a culture of original thinking driven by speed, teamwork and provocation.

OTHER ARTICLES

Google URL Builder: How to Track Campaigns in Analytics

Article | August 10, 2020

You’re ready to start a marketing campaign; a newsletter, social or some paid campaign. Your main goal is to drive traffic back to your website, convert that traffic into leads, and those leads into customers. So, how do you tell which marketing campaigns were successful? Easy. Use the Google Analytics URL builder to track your campaigns.

Read More

Social Media Marketing Post-pandemic: A New Era of Digitalization

Article | June 28, 2021

Social media marketing post-pandemic strategies have become a boon for marketers delivering positive ROI. More than 73% of marketers believe that social media marketing has been very effective for their business in 2021. More than 41.3% of businesses reported that they were temporarily closed in the US because of the pandemic. Moreover, COVID-19 affected the businesses so that various industries such as hospitality, pharmacy, finance and insurance, education, etc., had to terminate their employees. As a result, more than 20.6 million people lost their job in the US, causing an unemployment rate of 14.7%. Now, when the situation is getting better, marketers have changed their approach. They have transformed their strategy towards every kind of marketing. Social media marketing needs to be transformed in terms of campaign planning, content marketing, SEO, technological support, etc. Over 3.6 billion people use social media globally, and the number is expected to increase to 4.41 billion in 2025. Some significant points can help you to strategize your social media marketing. Let’s have a look at them. Follow the Trends While implementing social media marketing, you should be aware of the latest trends in it. For example, Instagram has unique features such as IGTV and Instagram stories. On IGTV, you can share a lengthy video. It assists marketers the facility to come up with longer video content. Instagram stories features are available for 24 hours. You can view it many times within 24 hours. You can share some fruitful information or announcements or ask plenty of questions to keep your target audience engaged. It has location stickers, hashtags, polls, emojis, etc. Similarly, Snapchat has Lenses, Geofilter, Snap Map, and so on. Keep Approaching Strategically and Innovatively As people are stuck at home owing to COVID-19, they are hyperactive on social media. An average user spent 2 hours and 24 minutes per day on social media. As a result, marketers believe that it has become quite tough to persuade your target audience to buy your products or services. You can only influence them when you have researched the market profoundly and designed the campaign strategically. An innovative and strategic approach consists of persistency, measurable steps, relevancy, competitive analysis, buyer’s persona resulting in brand awareness, brand credibility, and customer satisfaction. Don’t Miss Out on the Top Platforms There are various social media platforms where businesses approach. Facebook is the most prevalent platform amongst users aged between 12 to 34 years. It has more than 2.74 billion active users, followed by YouTube 2.291 billion, WhatsApp 2 billion, and Instagram 1.221 billion users. For a marketer, it is essential to be present on the most used platforms as they already have a crowd, and you need to let them know about your products or services. Experiment with Coupons & Offers As industries begin to reopen, the best way to reach your audience is to provide them with some coupons or offers. You can certainly influence them by giving them offers. You can announce those offers on different social media channels. Multiple industries can implement this idea. When a customer finds some valuable product with discounts, they automatically get attracted towards it. Add discounts to leads forms, keep time-restriction, and create a customer reward program. These things can improve your coupon or offers marketing strategy and take it to the next level. Don’t Prioritize too Many Sales Unquestionably, it’s vital to increase the sale of your product or services. Therefore, you are in business, after all. But, you must take care that the point is not just to sell but also to take care of your customers as they recover from COVID-19. So, while offering value to your customers, you can continue with your win-win strategy. The customers or your target audience need to understand that the relationship you have or carry with them is beyond sales. Social Media Analytics Are you aware of finding out social media trends? Do you know what your target audience or consumers expect from you? There are multiple social media analytics software that can help you find out audience analysis, competitive research, and product research. Social media analytics plays a critical role which provides strategic marketing information. The fundamental of social media analytics is collecting and evaluating marketing and audience data to decide your business decisions. It is a sure way to elevating your marketing operations and product strategy. Video Content Marketing Video content is used by 87% of online marketers. Video content is more appreciated and valued by the consumers as they provide them with statistics, infographics, emotional content, and valuable content within less time. Providing the said content via a mode of video increases the viewer engagement. This marketing tool is educational, informative, and resourceful. The majority of online users consume video content daily, identifying and targeting these viewers as potential consumers and designing the strategy to maximize engagement by targeting specific audiences accordingly. Content Quality Your social media marketing post-pandemic strategy is nothing without content. The quality of the content should be your utmost priority. Whether it is in text format, video, or something else, it should be taken care of innovatively and strategically. Approximately 67% of B2B marketers believe that content quality, consistency, and engaging content play a huge role in audience decision-making. Content marketing is one of the most effective ways to enhance audience engagement, brand identification, customer satisfaction, generate more leads, and save money. The high-quality content comprises research, qualitative and quantitative information, content forms, content scoring, niche, etc. High-quality content works as a catalyst for social media marketing post-pandemic. Get the Right Platforms for Your Business Utilizing multiple channels for your business is essential. Still, as a marketer, you must know which channel gives you a favorable response in terms of customers’ engagement, profitability, brand recognition, etc. Here is a summary. Approach towards a variety of social media platforms should be designed distinctively. Analyzing the various consumers on different platforms is essential and advisable. These benefits in creating the content marketing strategies accordingly. Categorizing and identifying the best possible and successful mode of reaching the consumer/viewer is essential for maximum involvement. The flow of the targeted audience towards your website/platform helps generate profit, grow the business, and help develop consumer satisfaction. Final Thoughts Social media marketing post-pandemic has been transforming day by day; therefore, businesses need to adopt some changes earlier mentioned in this article. However, those strategic ideas can be very fruitful if executed sophisticatedly and calculatingly. Frequently Asked Questions Why should every business use social media post-pandemic? Due to the pandemic, screen time has increased, resulting in maximum usage of social media, which is one of the most effective and successful platforms to enhance brand identification, client satisfaction, sales generation, and customer engagement. How social media help businesses during COVID-19? It is cost-effective compared to print media marketing, where it saves time, involvement and performs progressively. Why is social media so crucial for every business? Social media helps businesses finding out their target audience, market research, and build brand credibility. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why should every business use social media post-pandemic?", "acceptedAnswer": { "@type": "Answer", "text": "Due to the pandemic, screen time has increased, resulting in maximum usage of social media, which is one of the most effective and successful platforms to enhance brand identification, client satisfaction, sales generation, and customer engagement." } },{ "@type": "Question", "name": "How social media help businesses during COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "It is cost-effective compared to print media marketing, where it saves time, involvement and performs progressively." } },{ "@type": "Question", "name": "Why is social media so crucial for every business?", "acceptedAnswer": { "@type": "Answer", "text": "Social media helps businesses finding out their target audience, market research, and build brand credibility." } }] }

Read More

Winning strategies for CPG brands in recovery

Article | June 16, 2020

As most businesses are reopen and America crosses an uneasy threshold, consumers are moving from anxiety and worry to boredom and anxiousness—many are eager to get back to a new normal. Still, some will wait for a vaccine before fully entering the world outside their homes: the latest research from McKinsey suggests 61% of consumers will remain isolated when restrictions are lifted. This means consumers will be in a state of flux as the country navigates its way to reopen.

Read More

Top 10 Customer-centric Ideas to Scale Your Business

Article | August 31, 2021

Customer centricity is a process of knowing your customers’ requirements, perceptions, and demands. Customer centricity means keeping your customer on your utmost priority while creating any promotional activity. While creating marketing strategies, you can’t ignore your customers as your ultimate goal is to make them happy. So, let’s take a look at some of the most effective strategies to enhance the experience of your customers. Why Are Customer-centric Strategies Indispensable? According to CEI Survey, approximately 86% of consumers are enthusiastically ready to pay more for a better customer experience. Therefore, customer-centric strategies are highly advantageous to increase a brand’s identity and delivering positive ROI. It provides a remarkable experience to your target audience and persuades them to promote your products or services. Keeping your customers on center and making them happy is a time-consuming process that requires perseverance and calculated planning. So, let’s dive deep into how to create successful customer-centric strategies. Best Ways to Create Successful Customer-centric Strategies Let’s understand how to enhance customers’ experience. Here are vital steps to create effective customer-centric strategies. Data Collection of Customers’ Feedback To run a successful campaign for your brand, you need to communicate with your customers frequently. Therefore, collecting different data through chat, emails, SMS, phone calls, message boards, etc., regarding customers’ feedback will help you provide an incredible experience to your customers and improve your marketing tactics. Promote UGC (User-generated content) Once you focus on UGC, it will automatically enhance brand credibility and brand recognition. Customers enthusiastically participate in UGC and share their views. It also boosts social media metrics and helps you do online marketing better. Introduce Offers and Prizes Introducing exciting offers and prizes is always helpful. It attracts their attention and convinces them to buy your products or services. However, the best part of introducing offers and prizes is receiving unexpected audiences’ responses. You can offer discounts, prizes on sales and convert your audience into long-term customers on a particular occasion. Implementation of Content Intelligence With the help of content intelligence, you can create unique and engaging content. It helps in different marketing purposes such as brand awareness, brand credibility, boosting sales, enhancing customers’ experience, etc. Many marketers believe that content is the crucial part of influencing the target audience. Therefore, content intelligence is a highly advantageous medium to create persuasive, engaging, effective, and relevant content. Adoption of Advanced Technologies Without technologies, your marketing efforts are ineffective. Prominent brands constantly evolve their marketing approach with advanced technologies. You can make your marketing efforts fastest, productive, and result-driven by adopting advanced technologies such as artificial intelligence, programmatic advertising, machine learning, augmented reality, etc. Connect with your Audience on Multiple channels There are different platforms or mediums to connect with the audience, such as Facebook, Twitter, Instagram, email marketing, etc. These platforms will assist in finding a diverse audience, boosting conversion rates, and making you stand out from competitors. Follow the Statistics Different leading market research companies conduct profound research to discover valuable and relevant information. By focusing on those researches, you can improve your marketing tactics and understand competitive analysis. Analyze KPIs (Key Performance Indicators) KPIs play a crucial role in the growth of an organization. It is about tracking the progress of your marketing efforts in terms of every aspect. KPIs provide detailed information about your team, marketing strategies, sales strategies, products strategies, and much more. It also helps in finding your loopholes and strengthens your marketing efforts. Here are some common marketing KPIs that can help improve your consumers’ experience, such as Customer Acquisition Cost, Customer Lifetime Value, Digital Marketing ROI, Social Media Traffic, etc. Personalized Marketing Customers have different queries or problems, and they need instant solutions. Therefore, personalized marketing is the appropriate option to grab their attention by providing the quickest and personalized approach. Resolving your customers’ issues quickly and appropriately increase brand loyalty, engagement and build robust connections with them. Innovative Approach Approaching the target audience with innovative ideas attracts them towards your brand and compels them to know more about it. Owing to audience diversification, it becomes easy to create engaging & appealing content. You can influence them with your creative ideas by providing them value-driven content. Final Thoughts Customer-centric strategies are much more powerful to give your optimistic results. Prominent marketers believe that customer-centric approach is one of the best ways to enhance the Google visibility as it enhances the engagement of the audience.Implementing the above tips about customer-centric strategies can accelerate your growth and gain innumerable business outcomes. Frequently Asked Questions What is the secret formula for scaling your business? Defining objectives, keeping customers on center, evaluating KPIs, adopting advanced technologies, and improving the quality of the products consistently help in scaling your business. What are the top customer-centric marketing tools? To enhance your customer-centric marketing approach, here are some marketing tools such as Google Marketing Platforms, Hootsuite, PopSurvey, Quintly, etc. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is the secret formula for scaling your business?", "acceptedAnswer": { "@type": "Answer", "text": "Defining objectives, keeping customers on center, evaluating KPIs, adopting advanced technologies, and improving the quality of the products consistently help in scaling your business." } },{ "@type": "Question", "name": "What are the top customer-centric marketing tools?", "acceptedAnswer": { "@type": "Answer", "text": "To enhance your customer-centric marketing approach, here are some marketing tools such as Google Marketing Platforms, Hootsuite, PopSurvey, Quintly, etc." } }] }

Read More

Spotlight

Mindshare

We believe that in today’s adaptive world everything begins and ends in media. Our role in this world is to help clients grow their business and to become their lead business partner and we achieve this through a culture of original thinking driven by speed, teamwork and provocation.

Events