We believe that an omnichannel marketing strategy is essential for marketers to take advantage of the growing digital marketing opportunities for acquiring and retaining customers - so you can win more sales. Our digital marketing framework for growth, the RACE growth system, helps you structure your digital marketing plan around your customersThe benefit of our digital marketing framework is you can start to see results from your marketing activities instantly, and you can use data and insights to adapt your plan to meet your objectives as you can see below.
1. Plan
Every successful digital marketing strategy starts with a plan! We recommend you use a data-driven approach, review your current digital marketing effectiveness, and plan to improve from there.
Omnichannel planning opportunities include customizing analytics, setting up KPI dashboards and setting SMART objectives to create a strategy of prioritized improvements to how you deploy digital marketing media, technology, and data to increase leads and sales.
To ensure your digital marketing strategy is working efficiently and effectively, we recommend taking a digitally-focused approach to strategy and planning. Our RACE Framework is designed for marketers and managers to create a fully integrated, data-driven, practical digital marketing funnel to support their business' overall vision.
2. Reach
Strengthen your marketing funnel by reaching more customers and building awareness. Inform your digital marketing strategy with the latest key online marketing techniques to drive visits to your site.
Smart Insights members can keep up to date with the latest marketing techniques across each stage of the RACE Framework. For example, find three steps below to improve your organic search in 2022, taken from our digital marketing trends.
3. Act
Encourage interactions on your website or social media to help you generate leads for the future. Having reached your audience, it's crucial you influence their next steps to move down the funnel towards a purchase decision.
Content marketing
Here, strategic content marketing comes into play. Use content marketing to entertain, inspire, educate and convince potential converters during their customer lifecycle.
4. Convert
The pinnacle of your structured digital marketing strategy is, of course, to convert more customers. Use retargeting, nurturing and conversion rate optimization to remind and persuade your audience to buy online or offline if phone and face-to-face channels if these are important to you.
5. Engage
Finally, after you're worked so hard to get them, did you know you can increase sales from existing customers by keeping them engaged after their first purchase? Improve your personalized communications using web, email, and social media marketing using the data you already have about them to create hyper-personalized marketing campaigns.
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Moreover, you can develop expensive online content.B2B digital marketing-If your organization is B2B or business to business type then your digital marketing strategy will be to attract and convert the greatest quality leads for the salesperson.
You will do this via the website and other supporting digital channels.B2C digital marketing-If your business is B2C or business-to-consumer, based on the price factor of the products, the digital marketing efforts will aim to grab the attention of the individuals to your website and also to let them become customers without the need for talking to the salesperson.Primary ways in which digital marketing helps a business-Conflicting to the offline marketing hard work, digital marketing permits you to see precise outcomes in real-time.
