Your website backend is properly configured. Your contacts are listed and tagged. You have digital ads running to drive new traffic and engage with existing users. What’s next? It’s time to tie it all up and put everything together utilizing what you’ve set up.
First, you’ll want to design a specific content series on a topic your audience is interested in. Say, for example, you’re a marketing company that focuses on small businesses. Perhaps you could create a blog series on the topic of small business marketing covering the specific topics of branding, digital marketing and thought leadership. Your contacts would be tagged according to actions they have taken on your site or completed in your newsletter – maybe they read a branding blog or clicked through to an article about digital ads. So you know this is a topic they care about.
Then, you’ll want to create some sort of lead capture to draw people in to the series. This could be something like a downloadable resource or guide – something that people find valuable and will input their information to receive. Once someone submits their information to download your guide, they will automatically be entered into the content series and tagged appropriately.
Your digital ads now serve two purposes. You can use a retargeting ad to engage with users who have submitted their information and shown they are interested in your topic (creating custom audiences based on their site activity may prove useful here). You can also run ads to drive new traffic to your site and push your content series out to a broader audience who might be interested.
So a user’s journey might go something like this: I’m a small business owner looking to grow my brand. I’m wondering about custom audiences and doing some online research when I see a digital ad directing me to an online resource guide for small business marketing tips. I see one of the topics it covers is – aha – custom audiences! I click the ad and am taken to your lead capture page where I enter my information in order to receive my downloadable guide. From there, I am automatically entered into your content series where I also receive emails about other topics I may find interesting (branding and automation, perhaps). Based on my tagging, I also often see retargeting ads. This leads me to click through to your website, decide I like what I see, and reach out asking for more information. Ta-da!
If this still seems like a bit too much, or you’re feeling overwhelmed, don’t despair, contact us for a free assessment or to inquire about our simple stack install package.
On Saturday, July 20, The Silver Room hosted their 16th Annual Sound System Block Party in Hyde Park. The Block Party is a free event that fosters a space for diversity and inclusivity, artistry, bumping music and activities the whole family can enjoy. That’s why Fetch was so excited to be able to participate in the festivities for the second year in a row!
Thousands of Chicagoland community members showed up in support of the event and with multiple dances and concerts, The Silver Room Block Party was a huge success. People from all over Chicago came to Hyde Park to admire the artistry of the many creatives that performed.
But how did attendees know which stage to stop by to catch their favorite artist or what time the movie festival started? That’s where Fetch comes in. We had the unique opportunity to design an app that detailed everything guests needed to celebrate The Greater Good. From artist bios to stage locations to the festival’s schedule, we were able to organize, optimize and stylize an app to enhance the Block Party experience. And even though the party is over, you can still keep the good vibes going by checking out the Block Party playlist and downloading the app on the Apple Store or Google Play.
Photos by: @stoptime.live & @schtephyy
After you’ve properly set up the backend of your website and carefully curated your contacts, you can utilize what you’ve set up to really get in front of people using digital ads. Read on for the basics in beginning to use digital ads to both drive new traffic to your site, as well as engage with existing users.
Driving New Traffic
Digital ads can be used to drive new users and increase overall traffic to your website. One way to do this is by creating a general ad to get in front of new audiences that do not already exist for you. Not sure who to target for your first ad campaign? Start with the data you already have. A great strategy for targeting new users is to create a look-alike audience based on the data of people who have already been on your site. This will allow you to cast a wide net, but with parameters by targeting people with similar features or attributes as those who have already interacted with your brand.
Also important to note – you should exclude from this particular ad the audience that has already been on your site. The message to people who haven’t engaged with your brand will be different than the messaging you want in front of people who have previously interacted with your brand.
Engaging With Existing Users
Digital ads can also be used to engage and re-engage with people who have already been on your site. You can create these ads to be more specific based on users’ activity while on your website. Remember those pixeles we talked about setting up? That’s how certain ad platforms track activity. You can now use that data to create an ad to specifically target people who have viewed a particular product or read a certain blog on your site.
An important step to keep in mind here is that these two types of ads (driving and engaging) should be run concurrently. This is important because it will allow you to get initial engagement, and also to send those new contacts through your retargeting systems. Now when someone in your new audience clicks through to your site, the brand will be reinforced in front of them as they convert over to an existing user.
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.
Interested in the digital aspect of marketing? Read here to learn about contact curation, the other side of marketing.
Now that you’ve properly set up the backend of your website, you are ready to begin your marketing efforts by really diving in to your contacts. For our purposes, let’s assume you already have a functional CRM up and running. The next step is then to both nurture and engage with your current contacts, as well as to capture new contacts or leads.
Think of your ultimate end goal – maybe you want people to sign up for your newsletter, download something or complete an action. How will you get them to do this? It’s as easy as simply listing and tagging your contacts. Read on for the basic steps to get you started!
- Create specific lists and tags for your contacts. Generally speaking, a contact will enter a list when they sign up for something (like your newsletter list), and a tag will be assigned to a contact based upon their activity (like a tag for contacts who have clicked a certain button on your website). This will then allow you to treat or target contacts differently based on their particular list or tag.
- Build forms that point back to those specific lists and tags within your CRM. These forms will be embedded as calls to action within your website, newsletter, etc. The corresponding lists and tags should be associated with the content in which the call to action is embedded.
- Design automations or drip campaigns specific to each list and tag. Remember that pixel you set up with tag manager? Now you can see the activity of anyone in your list on your website. By creating a tag in your CRM for certain actions, you can automatically enter these contacts into a drip campaign.
- Set up a tagging automation for newsletter and site activity for current contacts already in your list. You can set up alerts to be notified if they complete a valuable action on your site or through your newsletter. You can also send contacts information that is valuable to them based on their actions.
Your new, enhanced CRM is now ready for you to 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.
Interested in the content aspect of marketing? Read here to learn more digital ads, the other side of marketing.
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!
- 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.
- Sign up for google analytics and add tracking code. This will enable you to identify where traffic on your website is coming from.
- 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.
- 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.
- 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.
- 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.
Learn more about digital ads or contact curation, the two biggest parts of marketing.
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.
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.
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.
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:
- Website built on an easily accessible content management platform
- Backend analytical tools to measure website performance and searchability
- Customer Relationship Management (CRM) program for email marketing and sales tracking
- Customer outreach program via email automation and digital ads
- 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!
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.
Consistency in your brand messaging is key in communicating your core offerings. Even if you’ve defined your unique value proposition, this won’t be clear to your target audiences if your marketing materials don’t reflect it. As you’re evaluating your need for a rebrand, gather every piece of marketing you use or have used, and prepare to take a close look at each item.
Start with Your Logo
A business’s logo is the cornerstone of the brand, the starting point in creating that instant recognition among your target audience. However, the design process can cost quite a bit of time and money — two things budding entrepreneurs find are in short supply. Think about how you would do your logo today, knowing what you do now about branding. Now think about how you could put those ideas in place to give it an updated look. Remember, a rebrand doesn’t mean trashing your logo. Simple font and color hue adjustments can make a big impact.
Move on to the Marketing Collateral
Up-to-date marketing materials are important for every business, regardless of whether or not sales are involved in the day-to-day success of the venture. Gather up all of your collateral – brochures, pitch decks, direct mail – and review the messaging and overall design. Are they communicating the brand effectively? Is the message the same across each marketing piece? Does it have the correct address and contact information? It helps to sit down with all materials at once to get a top-level view of your marketing program.
Finish with a Complete Audit of All the Rest
A marketing collateral audit doesn’t only refer to sales materials; take a look at every item that contains your company name or logo. This includes items like business cards, pens, signage, stationary and envelopes. You might be surprised with just how many outlets your brand touches! Not only should you look over everything for accuracy, but also think about necessity. For example, branded USB drives were all the rage 10 years ago, but today this will make you look outdated.
After conducting your audit of all marketing materials, you’ll probably be surprised at just how much your business has evolved since its startup days. Still don’t know whether or not you need a rebrand? Take our quiz!
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
Refuse To Be Ordinary