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F.A.T. Stacks 101 – Backend Basics

While some marketing technology does require industry and tech knowledge, there are several easily accessible, user-friendly marketing tools that any entrepreneur can implement on their own. In order to do so, you’ll first want to ensure the backend of your website is properly set up. This will lay the foundation for everything that is to come, as your website is homebase and all of your future marketing endeavors should point back to content on your site.

Properly setting up the backend of your website enables you to identify high-performing content as well as to track visitors to your site and then target those visitors based on their activity while on the site. Sounds pretty great, right? It must be complicated. Not really – read on for the basic steps to get you started!

  1. Install google tag manager on your website. Tag manager is essentially a hack cheat code which allows you to insert tracking codes and pixels on your own without the help of a web developer.
  2. Sign up for google analytics and add tracking code. This will enable you to identify where traffic on your website is coming from.
  3. Connect google search console with your google account. Search console helps you see your high performing webpages, search terms and content. This will allow you to optimize your site for search engines.
  4. Insert facebook pixel. Adding the facebook pixel to your site will allow you to create custom audiences and then target those audiences with ads based on their specific site activity.
  5. Add google ad pixel. This will enable you to tell which of your ad clicks lead to customer activity on your website – such as purchases, sign-ups, and form submissions.
  6. Insert ActiveCampaign pixel to each page of your website. Installing this code will let you see the website activity of all contacts in your CRM and the follow-up with targeted email campaigns.

Your new, enhanced website will now be ready for you to dive in and double down on your marketing efforts. If you’re feeling a bit overwhelmed, don’t despair, contact us for a free assessment or to inquire about our simple stack install package.

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PR Council Awards Fellowship to Fetch IMC!

Fetch is honored to be one of five firms selected to receive a fellowship from the PR Council. The PR Council is a trade association designed to connect the present and next generation of PR professionals, industry innovators and business leaders. The PRC has active members from over 108 leading US agencies.

As part of our fellowship selection, we will receive access to the organization’s resources and programming. “Diversity and inclusion are core to the mission of the council and its members,” said Weber Shandwick president Gail Heimann, chair of the PR Council board. “I know that what we learn from the impressive leaders of these firms will add enormous value and meaning to our efforts and help to accelerate the change we need in our industry.”

We can’t wait to dive into the council’s business-building, talent development and networking initiatives as well as participate in committee work to further the organization’s agenda on behalf of the PR industry.

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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.

 

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Welcome to Fetch IMC

Every time someone asks me how things are going at Fetch, I give the same reply: “The marathon continues.” Being a small business owner is one the of the most challenging yet rewarding experiences I have had in my life. The one constant in the marathon of entrepreneurship is change.

When we started Fetch PR nine years ago, we had a very clear mission. Deliver meaningful results for small to mid-sized businesses (SMBs). Over the course of the past decade, that objective has remained our focus and has helped guide us and our clients to new heights. However, times have changed. PR, marketing and the trajectory of small businesses have changed. We will never detour from our path of delivering big-firm results for SMBs. That being said, we’ve evolved how we go about doing it.

Our rebrand is more than a name and logo change. We’re staking a claim in the SMB space. We know what small- to mid-sized businesses need to grow their brands. We are laser focused on leading the industry in delivering unmatched results for entrepreneurs who need it most. While PR will always be part of what we do, we are now partnering with our clients to be their go-to marketing resource.

Welcome to Fetch IMC

Erryn “EC” Cobb
CEO
Refuse To Be Ordinary

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Pay Attention to Your Employer Brand

Just when you think you have a good handle on how your brand is perceived by your target audience, we’re here to throw you a curveball: how does your brand look to potential recruits? If you find yourself just trying to fill open positions instead of recruiting top talent to help grow your company, it’s time to take a close look at your employer brand.

Recruiting is Marketing

Ten years ago, most of the workforce was simply happy to have a steady paycheck. Companies didn’t have to offer fancy amenities and perks, because they had the upper hand. Fortunately, the economy has recovered quite well, and unemployment has dropped to its lowest rate since 2000 (as of June 1, 2018). This means employers need to put forth effort to actually attract the type of employees they want.

Understand Your Brand

Just as you would conduct an external brand audit, you need to take a hard look at your employer brand. As you evaluate your recruiting assets, make sure your brand voice and feel is weaved through every piece of collateral. The same is true for the onboarding process, a new employee’s first true interaction with your company. Every member of your team – from customer-facing positions to the person processing payroll – should be able to explain your company’s culture. Word-of-mouth endorsement from your employees is just as good as any lead generation initiative.

Look from the Outside In

Once you’ve examined your company culture, take a look at how (or if) you’re promoting yourself as an employer. It might seem self-serving to talk about all of the wonderful benefits you offer your employees, but that is going to be one of your best assets when it comes to recruiting the most qualified talent to join your team. Applicants want to know these things, and not sharing what sets you apart is actually going to hurt your chances at recruiting.

Recruiting top talent to work for you is a plight understood by every company, but the ones who get it are the brands that treat their recruiting process the same as their sale process. Click here to read more about how to improve your internal and external brands for overall success.

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Consistency in Brand Messaging is Key

If you want to find out how consistent your brand messaging is, ask three people to describe your business: a customer, an employee and yourself. If your company has been around for while, you’ll most likely get three very different messages. No matter who the public face is for your brand, it’s important that everyone involved be able to distinguish the key points that set your offerings apart from the rest.

External Branding

Once you’ve identified your target audiences, think about how you want people to interact with your business. Whether a potential client is holding your business card, using your website or reviewing a sell sheet, the essence of your company should be there and be familiar. If you want them to walk away feeling confident, work backwards and decide what your business can do to instill that emotion.

How did a boring yellow ‘M’ become one of those most recognized logos in the world? Consistent branding. You might not be as big as McDonald’s (yet!), but presenting a unified look and feel across every single marketing channel is crucial in communicating your value to your target audience. Part of your rebrand should be to decide how this will spread across every platform.

Internal Branding

Depending on what type of business you’ve built, there could be multiple internal audiences – from support staff who keep the company running to client-facing employees who interact with your target audience on a regular basis. However, when it comes to brand messaging, everyone needs to be on board.

A good analogy is how restaurants work with their serving staff. When a new menu item is released, a good restaurant will have everyone taste the item while they explain the flavors behind it. That way, the servers can make recommendations to the customer and be able to describe the dishes before placing their order. Now, ask yourself how your employees would be able to explain your offerings to your target audience. Can they describe your services? Do they know the key differentiators of your brand? Would they recommend working with your company to their own networks?

Strive to have every single person who interacts with your brand come away with the feeling and knowledge you want to communicate. You may never reach McDonald’s status, but that doesn’t mean you can’t strive to instill that same recognition among your target audience.

Still not sure about a rebrand? Take our quiz!

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Redefining Your Target Audience

The very first step in a company rebrand should always be to re-evaluate the target audience. Depending on how long you’ve been in business, what was true of your ideal customer back then is most likely not true today. (Those young Millennials fresh out of college aren’t so young anymore!) Don’t worry about starting from scratch because you probably have the information right at your fingertips. It’s all just a matter of taking another look at the facts.

Make a List of Your Favorite Past Clients or Customers

Think back over your years in business, and write down your best customer-centered experiences. This could be a short transaction that went better than expected or even a long-term partnership that helped define who you are as a company. Are there any similarities in the clients that were involved in these situations? This may just be the type of client you want to target in the long term.

Decide Who Your Product or Service Helps Today

Even if your core offering hasn’t changed, your target audience definitely has. A 10-year-old office furniture company may still provide chairs and desks, but the needs of today’s working spaces are vastly different. As you begin the rebrand process, you’ll need a realistic picture of who has the potential to purchase your product or service. If that same office furniture company opened its doors marketing to cubicle-ridden office spaces in the Loop, it’s time to adjust their focus.

Create a Complete Audience Profile

As you’re imagining your new target audience, really get into who they are and what makes them tick. What’s their story? How old are they? Are they tech-savvy? Where do they get their news? What makes them happy? Answering these questions now will shape your entire marketing plan later. You’ll be able to speak to your target audience in their language and through their preferred medium.

Don’t be afraid that pinpointing your audience will pigeonhole you into marketing ONLY to that group. Just because you choose an ideal client doesn’t mean you can’t work with anyone else. This is merely a jumping off point to help give direction to your rebrand.