ACT in RACE framework

[NÝ]

Hello everyone, I am a student currently doing my final project on Digital Marketing, I am working on selling online Toiec courses. I am in charge of the ACT part in the Race model. As shown in the picture, I will follow the direction of Identifying opportunities - strategies - actions according to the topics as shown. That is, opportunities (Customer journey audit, Audit content, Profile Audience), similarly for Strategy and action. I am still confused in each small step, what basic tasks will I need to do to make the campaign effective. I really hope to receive help from everyone.

[karstenkoehler · Accepted solution]

Hi @NÝ,

Let’s break down the Opportunities, Strategy, and Action elements with the help of generative AI:

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1. Opportunities

• Customer Journey Audit:

  • Task: Map out how potential students discover, interact with, and engage with your TOIEC courses online.
  • Basic Tasks:
    • Analyze the touchpoints (website, email, social media).
    • Identify any friction or drop-offs during sign-up, information-gathering, or course access.
    • Check mobile vs. desktop experience.
    • Gather feedback from current users or past participants.

• Audit Content:

  • Task: Review the effectiveness of all current content that is geared towards promoting your courses.
  • Basic Tasks:
    • Evaluate your landing pages, email content, and social media posts to see if they align with the needs and goals of potential students.
    • Identify outdated or irrelevant content.
    • Assess the tone of voice and clarity of course descriptions.
    • Check SEO practices and optimize content with relevant keywords for TOEIC courses.

• Profile Audience:

  • Task: Build detailed personas of your ideal customers to tailor marketing messages effectively.
  • Basic Tasks:
    • Collect data on your current students (age, profession, goals).
    • Conduct surveys or interviews to understand their motivations, pain points, and preferences.
    • Analyze website and social media analytics to determine who is visiting your pages but not converting.

2. Strategy

• Define Personas:

  • Task: Create multiple personas based on your audience data (e.g., working professionals, students).
  • Basic Tasks:
    • Identify key goals for each persona (e.g., passing TOEIC for a job promotion, or studying abroad).
    • Tailor messaging to their specific pain points (e.g., lack of time, fear of failure).
    • Decide on the channels they are most active on and focus your communication there (e.g., LinkedIn, Instagram).

• Content Strategy:

  • Task: Develop content that moves each persona along their customer journey.
  • Basic Tasks:
    • Create content that addresses specific stages of the customer journey (awareness, consideration, decision).
    • Plan a content calendar with a mix of blog posts, social proof (reviews, testimonials), and educational content (sample lessons or practice tests).
    • Experiment with different formats like videos, case studies, and infographics.

• Editorial Calendar:

  • Task: Organize and schedule your content to keep your campaign on track.
  • Basic Tasks:
    • Set a timeline for when and where each piece of content will be published.
    • Ensure consistency by coordinating across platforms (social media, email marketing, blog).
    • Plan for promotional efforts around key exam dates or times when interest spikes (e.g., before exam registration deadlines).

3. Actions

• Improve Website:

  • Task: Make your site easy to navigate and optimized for conversions.
  • Basic Tasks:
    • Ensure the course purchase process is smooth, with minimal steps.
    • Add a prominent CTA (Call-to-Action) on key pages (home, course details, etc.).
    • Use testimonials and guarantees to reduce purchase hesitation.

• Content Ideation:

  • Task: Generate ideas for new content that will attract and engage users.
  • Basic Tasks:
    • Brainstorm blog topics like “How to Prepare for the TOEIC in 4 Weeks” or “Common TOEIC Mistakes to Avoid.”
    • Develop interactive content like quizzes or practice tests to engage potential customers.
    • Consider creating “behind the scenes” content, showing your course instructors or curriculum development process.

• Grow Email List:

  • Task: Build an email marketing campaign to nurture leads.
  • Basic Tasks:
    • Create lead magnets such as a free TOEIC sample test or study guide in exchange for email signups.
    • Set up a drip email campaign to engage new subscribers, highlighting course benefits and testimonials.
    • Monitor email open rates, click-through rates, and conversions to refine your messaging.

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By following these detailed tasks, you can effectively structure your ACT part of the RACE model to engage potential students and improve conversions for your TOEIC course campaign.

Hope this helps!

[NÝ]

Thank you very much.