P.A.C.E. Framework of Marketing

The competitive landscape of marketing requires you to go beyond creativity and innovation. It demands a strategic framework that guides you towards your desired R.O.I.s. One such framework is the PACE framework. And the end goal of this particular framework is concrete – increase your revenue. Let’s see how it actually works! 

What Does ‘P.A.C.E.’ Mean?

PACE stands for Promote, Analyze, Conversion, and Engage. As mentioned before, the goal here is to increase your revenue. So the big question is: What metrics come to your mind when we talk of revenue generation? Here are the three common ones:

• The number of customers 
• Average ticket size 
• Number of repeat orders per customer  

Now, these three metrics work cumulatively to bring you the desired results. They also serve as the spine of your P.A.C.E. framework. And the best part about this framework? You can use individual tactics to drive each of these metrics and measure very specific results. 

Now, let’s dig deeper into what these four components include. 

Also Read: The A-Z of Geofencing Marketing for Your Business

Promote for ‘More Traffic’

As the heading suggests, the goal of promoting your brand and business is to drive more traffic. This traffic could be:

• Brand and direct traffic via direct web searches
• Organic search via search engines and product keywords
• Paid search via ads
• Promotional and social traffic via social media posts and campaigns
• P.R. and referral traffic via press releases, third-party websites, etc
• Offline traffic via ads

Wondering how you can drive these six different kinds of traffic? Here’s how!

Analyze for ‘More Data’

Once you get going with promotions, you will start to see visitors, audience responses, and more. This is your chance to analyze all the information you have gathered so far to proactively convert your prospects. This step will help you:

• Measure the return on investment for offline and online marketing efforts
• Figure our relevant actionable insights and key performance indicators (KPIs) for achieving your goals
• Creating data-driven teams to achieve the targets 

Here’s how you can analyze the following parameters:

Conversion for ‘More Money’

Also Read: Is CRO Marketing crucial for your business? Read to know

Now, based on your analysis, you set up conversion goals and funnels. For instance, your conversion goals could look like the following:

• Contact form submission
• Lead form submission
• Newsletter sign up 
• Email Subscription
• Creating a user account
• Resource download
• Add to cart 

Similarly, your conversion funnel, which is an overview of all the steps your target audience needs to take to complete a major conversion, could include all the touchpoints in the user’s journey from the moment they land on the page to the time they process the payment, sign up, or download a resource. This will help you identify exactly where you are losing your audience, helping you improve the dropout rate.

Based on this, you can plan for advanced content creation to help your audience move along the funnel. For example, press releases, white papers, ebooks, newsletters, and more. 

Additionally, you can start testing and optimizing different elements and pages. For example, elements like banners, headlines, descriptions, and C.T.A.s. Similarly, pages like P.P.C. landing pages, high-value conversion pages, and pages with high bounce rates.

Engage for ‘More Repeat Orders’

Engagement includes those activities that bring back the customers to your website and sales page. For example, email marketing for new product launches and exclusive promotional offers. Additionally, you can invest in Automated Drip Marketing, a set of automated email sequences that kicks in as soon as an individual signs up.

Next is engaging on social media via social listening. Use social listening tools to find out what and how the audience is talking about your brand and business online and engage in a conversation with them. You could also launch retargeting campaigns for products to help individuals move ahead in the sales cycle or target abandoned carts. 

Also Read: R.A.C.E. – A Marketing Framework For Your Digital Strategy

What’s Next?

Once you have picked up your P.A.C.E. tactics, estimate the resources they will need. For instance, time, money, experts, special software, etc. Furthermore, the process should be broken down across the financial quarters to paint a clearer picture. 

What makes P.A.C.E. excellent as a framework is its ease of use and scalability. You can effortlessly include the latest trends and technology and make the best use of the resources at hand. Finally, an increase in any one or all of the three metrics will result in an overall growth in revenue. 

Remember, when you craft a marketing strategy in which each activity aligns with the goals of Promotion, Analysis, Conversion, or Engagement, you ensure seamless tracking of metrics and the derivation of actionable insights. This way, you have a plan that delivers measurable results!

We hope this framework helps you establish your brand and grow it. Yet, if you find yourself at an impasse, Impulse Digital is here to answer all your questions and help you grow with our 34 years of experience! We are a team of creative minds who lead the way with data-backed approaches. Our digital experience and knack for staying ahead of the curve make us just the right digital marketing partner for you.

Let’s get talking!

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