RACE is Social!

What is RACE?

RACE is a practical framework to help manage and improve results from your digital marketing. Ultimately it’s about using best practice web analytics techniques to get more commercial value from investments in digital marketing.

What does RACE stand for?

(Plan) > Reach > Act > Convert > Engage. The RACE mnemonic summarises the key online marketing activities that need to be managed as part of digital marketing. RACE covers the full customer lifecycle or marketing funnel.

Who came up with the model?

RACE is an evolution of the REAN (Reach > Engage > Activate > Nurture) framework for web analytsts originally developed by Xavier Blanc and popularised by Steve Jackson in his book Cult of Analytics.

Smartinsights

Smartinsights

Interested to learn more about RACE?

Visit  Smart Insights blog for digital strategy resources and free ebooks here

Dr Dave Chaffey is CEO and co-founder of Smart Insights. Later this month he will be discussing current and future digital marketing trends along with his widely used RACE model

5 digital marketing basic concepts I learned

Mashable

Mashable

I always wanted to do something exciting and sustainable within the online environment. I think all started when I was studying my junior degree in Media and Communications. In this article, I hope to explain what I do to people, my friends especially my family who used to wonder what I do when I spend hours on the internet.

I moved to The City Cape Town last year and enrolled for postgraduate studies few months later an opportunity arose to enter my first Internship in online magazine team from the ground up to social media administrator at one of the best start-up. Currently, I got the opportunity to work for one of the world oldest Education publishing house.

Through my short career journey, I have identified 5 key concepts I learned and have applied at least once to achieve organisation goals.

1st, Online Marketing

The website or mobile platform is the most fundamental component in any online marketing campaign as it generally acts as the central point. The website or mobile platform needs to attract targeted visitors and encourage or lead them to take the necessary actions to realise the site’s goal. A site’s goal could be any of the following: making a sale, acquiring registered users, receiving enquiries or building subscription base.

Achieving one or more of these goals should be a campaign’s primary aim. The next step – once you have a user-friendly, aesthetically appealing, functional site that is successfully converting customers – is generating even more traffic to the site.

My online marketing skills include:

+ Market research

+ Online advertising

+ Paid Search Advertising

+ Social Media Marketing

+ Search Engine Optimisation

 2nd, Social Media Marketing (Facebook, Twitter, Google Plus, Instagram, Pinterest, etc)*,

Social Media provides a platform for the entire world to engage easily and instantaneously. It is also a space where companies can extend themselves and build their brands. Considering the user volume, a social media strategy seems highly beneficial – necessary in fact – now I am confident that I can help you with that.

I learned to deliver a social media strategy that is in line with any industry, which monitors online reputation and develops the online relationship with current or prospective customers. I am a maverick when it comes to social media, ensuring that a brand stand out in this massive digital space is my goal.

My social media skills include:

+ Content Strategy

+ Consumer Interaction

+ Growing Database

+ Credible Brand Exposure

+ Comprehensive Research

+ Designing & Developing Facebook Applications

+ Managing Platforms & Producing Content

+ Custom Pages & Profiles on Facebook, Twitter & LinkedIn

 3rd, Pay Per Click Advertising (Google, Facebook, Twitter)*

I am the way to generate specific, targeted messages which feed into a PPC landing page to generate leads and increases company profits.

PPC Benefits include custom budgeting, geographical location and targeting, 24/7 advertising, immediate search engine visibility, highly targeted and qualified traffic for identified keywords, measurable results, and brand awareness. Plus: you only pay when users are interested, per click.

My Pay per Click skills include:

+ Tracking, Reporting & Feedback

+ Identifying Average spend per click

+ Identifying Competitor Keyword Penetration

+ Optimising landing pages to ensure maximum PPC penetration with lead capture

+ An effective keyword strategy that targets wide, narrow, location and brand terms

4th, Analytics Tools

My methodology takes you from objectives to KPIs to dashboard covering all the data points. From paid and earned media to your website through to sale.

Key Performance Indicators (KPIs) are the baseline for performance improvement.

With KPIs, you can:

+ Test your ideas

+ Measure new campaigns

+ Learn

+ Optimise

Analytics is what I do. I use data to make smarter decisions. I prefer to use onsite analytics tools like:

+ Google Analytics

+ Web trends Analytics

I am adaptive depending on the need; I am open for more specialist tools.

5th, Content Marketing

I create and refine copy to convey clear and concise messages. It only makes sense since all of Internet marketing requires the presence of compelling content in order to be effective and attractive.

I make sure your content is first-class from newsletters to brochures, and web-based content to online articles, I am meticulous about creating content that is interesting, engaging and relevant to specific brand, with in-depth research, a selective approach to editing and proofreading, and an all-around love for the written word.

After all, the point of attracting the right visitor is to make a favourable impression and ideally build a lasting relationship that will benefit both parties.

I have been exposed to Copywriting & Content Management but not limited to:

+ Landing Pages

+ Web Content Creation

+ Proofreading & Editing

+ Newsletters & Emailers

+ Advertising & Product Copy

+ Blog Articles & Press Releases

+ Social Media Content Creation

+ Search Engine Optimisation (SEO)

Closing

With less than a year experience in this field is acceptable to call me a learning digital marketer.

The little knowledge I have in the industry I believe there is a simple method of developing the key competencies required for successful online marketing in your business.

This helps you to cut a path through a sometimes overwhelming number of new skills and techniques involved in effective digital marketing, which if followed, developed and improved, can lead to greater and greater success with online marketing.

I acquired basics and I can help to market brands the right way on social media platforms like Facebook and Twitter, Instagram and LinkedIn and more.

I’m a digital enthusiast with the strategic social media marketing solutions. My aim is to help small businesses and individuals create brand awareness.

Visit my blogs and social media pages for more info on what I am up to.

8 Useful Social Media Marketing Apps

Modern marketing is progressing, coinciding with the mobile app revolution.  Useful marketing software is becoming increasingly available in the form of mobile apps, making tools and data readily available and easily accessible. These apps are enabling marketers to upload blog posts, track campaign metrics, allowing marketers to access information quickly and conveniently.Below is a list of the best apps available for the digital marketer.  These apps are useful, both to keep up-to-date personally, but also to manage your company’s social network activity.

  • Hootsuite

This social media app allows you to post, observe and evaluate your social media sites. It allows for instantaneous and convenient access to all social media platforms. Additionally it provides the analytics to aid in increasing your following and traffic.

  • Buffer

This is another social media management app which allows you to manage and monitor your focal social media accounts. You can directly schedule content for your Twitter, LinkedIn and Facebook accounts and evaluate statistics on the performance and reach of your posts.  Moreover, you can establish your own update schedule for each of your accounts, generate buffering patterns at different times during the week according to your target audience.

  • Nimble

This app has recently been voted as the top CRM platform. It is created to aid professionals in improving online relationships.  Nimble permits users to trace and engage with relationships built with target audiences. It simplifies digital communications by placing contact information, social media profiles of crucial connections and online discussions in one location.

  • WordPress

This is the most popular blogging tool at the moment for business and personal uses. It allows you to update your blog via your smartphone or tablet, manage user comments on the move, and upload and edit posts

  • Mashable

This app provides the user with the latest news regarding apps, technology, mobile information, social networking and common internet-related news. It alerts users to popular pieces and works read across smartphones and tablets, thus adjusting the content to the size of the device.  The articles have a simple, fresh layout and are easy to read and navigate. Mashable is an important app to have in order to keep up to date with the latest developments in your industry.

  • Quora

This is a useful platform for marketers seeking information from reliable sources.  Users can ask questions from those with knowledge on the subject and get real time answers. Essentially this app promotes users to aid each other through the exchange of information.

  • Quick Win Digital Marketing Lite

A useful app in that it affords the user with the answers to the top 100 digital marketing questions. Based on the works by the authors Annmarie Hanlon and Joanna Atkins, the app is divided into five sections:

  1. Digital Essentials, an introduction to digital marketing techniques and tools (Twitter, Facebook, LinkedIn, etc.) and how your business can use them
  2. Digital Toolbox, practical advice on how to accomplish specific things using digital applications
  3. Digital Marketing, how you can use digital marketing techniques and tools to promote your business/products/services
  4. Branding Online, a critical topic for all businesses of all sizes
  5. Managing, Measuring and Money Making online, where it all comes together.
  • Google Drive 

Most digital marketing agencies use Google Drive instead of DropBox.  Similar to DropBox, it allows the user to sync Google Drive with your phone enabling you to efficiently share documents with colleagues.  The app gives you access to all your files on any digital device. Moreover, it allows you to invite others to view, comment on or edit any of your stored files.