Demand generation is a combination of tactics and techniques to build awareness amongst your target audience, build a database of prospects and then nurture your leads to become customers.
With so many digital tools, techniques and channels it can be easy to get “analysis paralysis” trying to work out where to start, or what activity gets priority over another. That’s where a digital strategy framework helps.
You’ll note the absence of the word marketing in the term ‘digital strategy’, and this omission is intentional. Although many components of the digital strategy framework are focused on marketing activity, it is also a core tool for your overall business strategy, or digital transformation strategy – whatever it needs to be named.
Regardless of the naming convention, the framework outlined below aims to align your digital strategy objectives with your business objectives – keeping everything focused on the same priority – delivering exceptional service and creating value.
The RACE model is a component of the SOSTAC digital strategy model I have also written about. RACE is an acronym for the 4 core elements of the model:
Reach (Lead generation )
Initial activities focus on setting benchmarks for your current digital activity, as well as an analysis of the marketplace and your competitors, developing a clear picture of your target customer segments.
Act (Lead nurturing)
Secondary activites are centered around establishing clear goals aligned to your overall business objectives, as well as defining the key performance indicators that help measure your success.
Convert (Customer acquisition)
Leveraging the insights gleaned from the early market research activity, at this stage of your digital strategy you’ll start mapping out the online opportunity, setting channel priorities and forecasting budgets for campaigns.
Engage (Customer retention)
This stage of your digital strategy is where you’ll dive deeper into specific tactics and techniques, developing targeted campaigns personalised for your audience segments that build awareness, foster interest and drive customer acquisition.
Generate awareness in your target audience segments with:
- Service blueprint
- Customer personas
- Search marketing
- Social media marketing
- Influencer marketing
- Paid media campaigns
Generate inbound leads to build a database of prospects with:
- Customer journeys
- Lead capture forms
- Landing pages
- CRM integration
Gain a better understanding of your prospect nurturing them to become a customer with:
- Marketing automation
- Web analytics
- Conversion optimisation
Build customer advocacy, repeat business and referalls with:
- Customer feedback surveys
- Social CRM and support
- Email marketing
- Personalised campaigns