mario wentzel: r.a.c.e. scheme | digital yuppies in leipzig, 10/9
TRANSCRIPT
Structuring your Digital Marketing
with the RACE Scheme
Mario WentzelDigital Marketing Specialist
#DYLeipzig @digitalyuppies
#DYLeipzig @digitalyuppies
R.A.C.E. =Reach, Act, Convert and Engage
1. REACH
#DYLeipzig @digitalyuppies
R
● Raising attention
● Customers are explorers
● What do we ?
○ Advertisements
○ Sharable Content
○ Influencers
○ SEO
● What do we get out?
○ Impressions
○ Website visits
○ Fans & followers
2. ACT
#DYLeipzig @digitalyuppies
A
● Informing
● Customers are decision makers
● What do we ?
○ Email Newsletters
○ Landing Pages
○ A blog
○ Social Media Posts
○ Retargeting ads
● What do we get out?
○ Likes, hearts and lots of love
○ (unqualified) Leads
○ Time spent on your website
3. CONVERT
#DYLeipzig @digitalyuppies
C
● Converting
● Customers are consumers
● What do we ?
○ A website or
○ an online shop or
○ an app or
○ someone elses shop
● What do we get out?
○ Sales
○ Qualified leads
○ Money
4. ENGAGE
#DYLeipzig @digitalyuppies
E
● Preserving
● Customers are human beings
● What do we ?
○ Great customer support
○ Follow up Mails
○ Community building
● What do we get out?
○ Upselling/Crossselling
Opportunities
○ Word of mouth (Reach)
#DYLeipzig @digitalyuppies
Reach
AdvertisementsSharable ContentInfluencersSEO
Act
Email NewslettersLanding PagesBlogSocial Media PostsRetargeting Ads
Convert
Your WebsiteOnline ShopYour App
Engage
Customer SupportFollow Up MailsOnline Community
0. PLAN
#DYLeipzig @digitalyuppies
P
● Optimising
● Marketers are human beings, too
● What do we ?
○ Web analytics
○ Social media reportings
○ CRM analytics
○ Splittesting
● What do we get out?
○ Opportunities
○ Strategies
○ Actions
#DYLeipzig @digitalyuppies
R.A.C.E. =Reach, Act, Convert and Engage
P.Plan
THAT’S IT