Reach

Reach is the first stage in the RACE framework. It entails the publication and promotion of content in order to draw visitors to our website. The two main objectives at this stage are to build awareness (about your website, brand, products, and/or services) and to bring visitors in. We do so by using both inbound and outbound marketing activities (although we will concentrate on the latter in this chapter) and through paid, owned, and earned media touchpoints.

The goals we have in mind for people at this stage might include for them to come to our website from a SERP, stay on our website once there, or click on our ads. Internally, we can have objectives like creating high-ranking pages and ads with a good ad score (briefly, an ad quality score can lead to lower prices for your ads and better placements on SERPs).

Accordingly, examples of KPIs that are important at this stage include number of unique visitors, bounce rate, clickthrough for ads, page authority, page rank, and ad quality score.

In the rest of this chapter, we will cover outbound marketing activities. Since you should Never Start A Marketing Campaign Without a Dedicated Landing Page (NSAMCWADLP), we start our review of paid marketing activities by digging deeper into landing pages.