Скачать с ютуб Digital Breakthroughs Podcast #11 - Entering 2021 With GRACE в хорошем качестве

Digital Breakthroughs Podcast #11 - Entering 2021 With GRACE

Guest host Matt Erickson sits down with CEO Bernard May to discuss GRACE - a new strategic marketing framework that every brand can (and should) use in 2021! Here are some of the highlights of National Positions GRACE marketing framework. G = Growth Strategy Your growth strategy is your high-level marketing roadmap from CONVERSION perspective across campaign types. Everything begins with a pinpoint growth strategy. One example would be to understand the current benchmarks related to SEO (organic) traffic and site engagement to determine where the core opportunities are to improve the your website conversions as defined by the goals for each page and the website overall. Your growth strategy takes everything into account, from competition to opportunity, to make the rest of the GRACE framework as actionable as possible R = Reach During the reach stage, the customer of the buyer is in their exploration stage of looking for a product or service provider. Reaching the right customer at the right time. Here we are assessing your core audience persona and the most impactful (and cost-effective) way to reach this audience. Analyzing your reach across audience types that have the greatest conversion opportunities based on data insights. This may also include gaining audience reach from new channels as to reduce profitability should one customer source run into bottlenecks i.e., retail vs ecommerce vs social. A = Action Action is critical in the customer journey – without action, you can’t get to conversion. We determine the most valuable actions, engagements, and conversion triggers within (or across) your campaigns. Action is heavily focused on the actions of the customers, how they act and interact with your brand. What is the customer experience you are giving them and how do customers act once they are exposed to it? For an SEO example, what pages are converting, and which ones are not? Bounce rates, abandonment rates, devices, every data point provides insights as to what is and is not resonating with the website's traffic. C = Conversion As the primary goal of the overall CRO process, the conversion stage of the process encompasses all of the automation, targeting, retargeting, trust-building, contextual relevance, and other site factors contributing to the final conversion. Other considerations such as conversion value, revenue, profitability, order values, etc. are assessed to determine both effectiveness and goalsetting during the planning and strategy stage of the GRACE process. Conversion can be a strategy in and of itself, but at the end of the day, if efforts are not converting into profits, this is where you need to focus. E = Engagement Engaging and nurturing your growing (current) customer base is a critical step that many brands miss. For a growth strategy to deliver the highest value – encouraging great lifetime customer value through engagement is a must. This strategy centers on re-converting your customers into loyal advocates for your brand, extending and maximizing their lifetime value. Repeat purchasing, gathering social proof, and ensuring long term satisfaction is all determined by the engagement stage of the GRACE process. www.NationalPositions.com