The RACE framework (Smart Insights) provides a structured approach to formulate marketing objectives.
REACH MARKETING ACTIVITIES
Objective: drive visits to your main site. Tactics: build awareness of a brand, its services on other websites and in offline media
ACT MARKETING ACTIVITIES
Objective – generate leads. Tactics: persuade site visitors or prospects to take the next step (defined for each business)
CONVERT MARKETING ACTIVITIES
Objective – increase sales. Tactics: getting your audience to take the vital next step which turns them into paying customers
ENGAGE MARKETING ACTIVITIES
Objective – build customer advocacy. Tactics: collect feedback.
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