Building a Digital Marketing Plan.
At Seota, digital marketing strategy is planned and executed using the SOSTAC Planning Model and a modified version of the R.A.C.E. framework. The SOSTAC model is recognized as one of the best planning models in the world and is used extensively for business planning. SOSTAC is:
- Situation Analysis
In other words: where are we now, where do we want to be, what's the big picture on getting there, what tactics will we use, what actions will be taken and how will we monitor, adjust and control the process.
It is not uncommon for us to define the objectives first before we analyze the current situation.
R.A.C.E. Digital Marketing Framework
We use a modified version of RACE. We love the concept of RACE and it is easy for the clients to grasp what we are doing when we lay digital marketing out in the RACE format.
RACE is simply: Reach, Activate, Convert, & Engage. We plan for reaching the potential client, activating them to take some type of action, converting them to clients and the engaging with them after the sale to increase the lifetime value and turn them into an advocate for the brand.
The RACE framework is predicated on solid planning and gated content and other carrots to get prospects we reach to activate. There are a lot of details and tactics that vary by vertical and Unique Selling Proposition of the client.
This Google Review Says It All
"We had a project going from legacy technology to a new platform dealing with a web application that our business relies on. Seota was able to duplicate the system and add improvements we hadn't thought of in 20 years. They are extremely customer service oriented and did a fantastic job.
I will use them again and would recommend them to anyone who asks."
Tim Derricson, Derrico Computers
Digital Marketing Planning & Strategy Services
Digital Marketing Strategy
Our back story is important. We cut out teeth doing high-level digital strategy for some of the best brands in the country. When our CEO and his wife had their first child, he sold his boutique consulting firm and started Seota with a different business model. Seota does not accept Fortune 100 clients or clients that require extensive travel. Seota focuses on Texas-based businesses run by local entrepreneurs. Dealing with small businesses presented a whole new set of challenges, not the least of which is that they typically don't do strategic planning.
In 2019 Seota has begun the process to re-align our revenue streams. We are accepting fewer hyper-local businesses and focusing more on small businesses & mid-market companies with revenues between $2-$50 Million. Our ideal client understands that in a competitive marketplace their company needs a great digital strategy. They also appreciate that digital strategy flows through the customer life cycle and continues after the purchase.