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Fetch IMC Gives Back to the Community

This holiday season, Fetch has been active in supporting the artistic and non-profit communities that benefit our great city of Chicago. From youth programs to interdisciplinary creative foundations, Fetch is always looking to back up-and-coming movers and shakers in our hometown. Here are a few of the organizations that Fetch is currently involved with.

3Arts

This year, Fetch was proud to sponsor the 11th annual 3Arts awards ceremony, hosted at the beautiful Museum of Contemporary Art. As a 3Arts board member, Fetch CEO Erryn Cobb was honored to co-host the event with fellow board members Remberto Del Real and 2016 awardee Jess Godwin. The awards featured an amazing set of artists that spanned all disciplines, from dance and the visual arts to music and costume design. Click here to see this year’s awardees.

inSTEM

Fetch is also proud to support inSTEM, a program that provides middle school girls in low-income Chicago Public Schools with unique opportunities to engage in STEM (science, technology, engineering and math) activities. Located at Depaul University, the non-profit offers programs such as the Solar Panel Car and Robotics workshop, as well as classes in coding and app development. Most recently, Fetch helped inSTEM raise money to purchase additional computers in order to create smaller, more efficient working groups.

We’re proud to be a part of philanthropic efforts across the Chicago area. Our team is always on the lookout for new opportunities to help our community, and with the holiday season upon us, it’s more important than ever give back.

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F.A.T. Stacks 101: What is a MarTech Stack?

Over the past decade the tools and techniques we use to increase brand exposure have evolved. While some marketing technology requires industry and tech knowledge, there are several easily accessible, user friendly marketing tools that any entrepreneur can implement on their own. However, not all of these tools are created equally. In addition to that, most small- to mid-sized business owners are lacking the time to figure out how to properly use this technology and implement them on a consistent basis. We created the F.A.T. (Financially Accessible Technology) Stacks series for SMBs who know enough to be dangerous, but don’t have the bandwidth to keep up with all of the moving parts.

The term “stack” is used because each portion makes up a layer in the user’s journey and how they interface with your brand. For example, an SMB will typically utilize a website service (e.g. Squarespace), an email program (e.g. Constant Contact) and a social media business page (e.g. LinkedIn). These tools make up the company’s marketing technology (martech) stack. However, there may be better and more efficient options, as well as additional tools that should be adjusted and added to the stack to increase productivity and simplify the customer outreach process.

The basic components of an optimal marketing technology stack include:

  1. Website built on an easily accessible content management platform
  2. Backend analytical tools to measure website performance and searchability
  3. Customer Relationship Management (CRM) program for email marketing and sales tracking
  4. Customer outreach program via email automation and digital ads
  5. Appropriate social media channels, and an all-in-one dashboard to monitor and post to each channel

Under each of these components, there are potentially dozens of options a business owner can choose from that vary greatly in complexity and price point. What’s more, it’s important to consider scalability in both technology and team size when selecting the products in a the business’s marketing technology stack. For example, an e-commerce startup might not need much more than MailChimp to send out customer thank you emails, but the lack of automation and integration with the established web ordering system will cause major delays as sales grow.

Successfully installing a marketing technology stack and ensuring staff is appropriately trained to use the tools involved is a crucial component in attracting and engaging with the target audience in the most efficient way possible.

If you’re interested in learning about Fetch IMC’s stack install, click here to get in touch!

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Make Your Website a Brand Asset

It’s a common theme for entrepreneurs to spend an immense amount of time – and even money! – on their first website, only to forget about it as the business picks up. This can actually become detrimental to the digital health and searchability of the business. Think of your website as a living, breathing plant — it continually needs water and sun if you want it to grow your brand. When considering a rebrand, it is absolutely imperative that you plan to revamp and optimize your company website.

Websites Have a Shelf Life

Your website is the digital storefront for your entire brand, often serving as the first touchpoint for your potential customers. The backend of your site should be easily accessible to layman users to make it easy to update key points of your business. (e.g. hours of business, new phone numbers, etc.) Unfortunately, due to the perceived complex nature of a site, business owners can become too intimidated make these necessary changes. If this is the case, we can almost guarantee you need a new website. There are dozens of professional website and content management platforms designed for users with absolutely no prior design experience.  

Focus on the User Experience

It’s no secret that online users’ attention spans have grown shorter and shorter over the years. In an effort to keep readers engaged and moving through your website, you’ll need to evaluate the user experience (UX). How many tabs or menu items does the visitor have to click through to get to the information the need? Does your website function well on mobile devices? Can the user quickly find contact info? It can be tempting to use flashy videos or photos, but always remember that the user’s journey should be simple and easy.

Don’t Forget About Copy

Web copy should be just as streamlined as the design experience, written in short succinct sentences that briefly outline your offerings with plenty of calls-to-action (CTAs). As you’re evaluating your current website, read through every single line of website verbiage. You may be surprised at how much your brand language has changed. Consider your SEO strategy (or lack of strategy), and how you can fix that with content adjustments and ongoing contributions.

A subpar online presence will negatively affect your business in a variety of ways. As you’re considering a rebrand, your website redesign should be the centerpiece of your marketing efforts.