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F.A.T. Stacks 101: Digital Ads

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.

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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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Meet the New Faces of Fetch IMC

We’re pleased to welcome two new members to the Fetch IMC team! 


Name: Matt Watson
Role: Account Executive
Alma Mater: Columbia College Chicago

Q: What is your favorite part about working with SMB clients?

A: My dad and grandfather were small business owners, so it’s always been in my DNA. I love working with other small businesses, learning about their pain points and helping to solve them through the creative process. You can really appreciate the impact our work has on these types of clients.

Q: What TV show are you currently addicted to?

A: Right now, it’s a tie between American Horror Story: Apocalypse, and re-watching Game of Thrones for the third time as I count down the days until season 8 premiers.

Q: What’s your favorite place in the world?

A: Obviously Chicago. I moved to San Francisco for four years after college, but missed the deep dish pizza too much – so I’m back! Hawaii would be a close second.

 


Name: Spencer Hopkins
Role: Digital Specialist
Alma Mater: DeVry University

Q: What is your favorite part about working with SMB clients?

A: When I think about a strong community, I envision small- and medium-sized businesses contributing to the community and feeding the economy. That can be measured on a small scale all the way to a global scale. There is also a lot to learn from watching the life cycle of a business and seeing it grow.

Q: What TV show are you currently addicted to?

A: Honestly, I am addicted to a few TV shows. I recently started watching TV again and I can’t get enough! Some of the shows I’m currently watching are Shameless, which is shot in Chicago; Insecure, with Issa Rae; Atlanta, directed by Donald Glover; and a few animated series.

Q: What’s your favorite place in the world?

A: My favorite place in the world is anywhere I haven’t had the chance to visit! There is much to experience in the world, rather than being comfortable in places I’ve been already. Some of my favorite places that I’ve had the chance to travel to are Montreal, New York and Japan. I plan to grow that list.

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Fetch Named One of the Best PR Firms in Chicago!

For the second year in a row, Fetch has been named one of the top public relations firms in Chicago! Expertise, a platform designed to locate local experts, surveyed 706 PR firms that serve the Chicago area to select the top 18 to feature.

Firms were scored on more than 25 variables across five categories, then analyzed the list to hand-pick its recommended companies. Fetch also received this honor in 2017.

 

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Your Brand Has Changed, Whether You Know it or Not

Are you the same person you were 10 years ago? Neither is your business. Chances are, if you’ve been around for more than a few years, something about your company has changed. This might be a slight tweaking to make your business more competitive or a complete shift as a result of industry changes. No matter what has changed or why, your brand should reflect that.

Core Offerings Are Huge

It’s easy to disregard slight changes to your products or services because they might not seem like that big of a deal from the inside. (Especially if this was a gradual shift.) However, from a potential customer, that small amendment could be just what they’re looking for. Take a step back, and look at your core offerings with a fresh eye. If someone you did business with on the first day you opened your doors approached you now, would you offer them the same service?

Company Culture is Key

Too often, company culture is overlooked when it comes to selling a brand. However, your culture and your brand cannot be separate. You’ve probably worked hard building a strong internal system of communications, employee engagement, general workforce bonding, etc. Sharing that with your target audience adds to your overall brand equity. Additionally, promoting your strong culture will help attract top talent that will drive your business forward.

Brand Equity Needs Attention

Speaking of brand equity, have you measured yours? Establish how much value your brand has within your target audience, and how recognizable it is among those in your network. Your customer might have a general idea about what you bring to the table, but the strong key points may have become muddied as your business has changed. A rebrand can be a fantastic way to reestablish your messaging and give your hard-earned brand equity a boost.

As you’re taking a look at how your brand has changed for your target audience, remember that it’s important to actually define those target audiences. If you’re still not sure whether or not you need a rebrand, take our quiz!  

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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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Quiz: Is It Time for a Rebrand?

Brands grow and change over time, morphing from the humble beginnings of an early stage startup to a full-fledged business. You’re proud of your success story, but how well are you sharing it with others?

From subtle changes in your core offerings to complete shifts in products and leadership, a rebrand will let your customers and network know who you are today as opposed to who you were before.

If you’re unsure whether or not your brand could use a refresh, fear not! We have put together a quick quiz to help you think about the different aspects of your business to assess whether a rebrand would be beneficial.

1. Do you have a clear target audience
You may have known who your customers were when you launched, but now it’s just….everyone?

a. Yes
b. No

2. Is your brand consistent across all channels
Think about whether or not someone who looks at your website will have the exact same impression as someone who is holding your business card.

a. Yes
b. No

3. Has your brand changed over time
This can mean a shift in product offerings, culture or even leadership.

a. Yes
b. No

4. Does your brand look attractive to potential recruits
Consider how you’re attracting top talent to keep your business growing.

a. Yes
b. No

5. Have you updated your marketing materials
Take a look at all of your marketing materials, starting with your logo.

a. Yes
b. No

5. Is your website working for you
Ask yourself whether your website is an asset or a liability.

a. Yes
b. No

Answer Key:

Mostly A’s
Congratulations! Your brand is in great shape, demonstrating all of your core values and offerings to the appropriate target audiences. Have you thought about how to expand your reach even further? Check out a few suggestions on how to boost your email marketing campaigns or launch a social media ad campaign.

Mostly B’s
You already know what we’re going to say. You might have spent $10,000 on a website eight years ago, and now you’re afraid to touch it. Maybe you have your 18-year-old niece making “graphics” for social media that aren’t quite aligned with your messaging. No matter what your reasoning, it’s never too late to refresh your image. Stay tuned to the Fetch blog for our series on how to make your brand work for you.

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Must-Have Apps to Improve Your Workflow

With the abundance of productivity apps available, smartphones have essentially become our personal assistants. However, the surplus of apps has made it difficult for us to determine which ones are worth our phone’s storage. To help you narrow it down, here are a few of our favorite apps to improve daily workflow.

 

Evernote

For those who struggle with organizing their daily tasks, meetings and reminders, try Evernote. This app makes taking notes, making to-do lists and collecting your thoughts quick and easy. A unique feature of Evernote is the ability to scan and save documents with your camera as picture or document files. Evernote will even help organize everything so you don’t have to.

 

LinkedIn

LinkedIn is a great tool for making connections, applying for jobs and professionally branding your company or yourself. The mobile LinkedIn app makes it easier to perform the same web features on the go. Networking, engaging and messaging is now as simple as clicking a button. Stay up to date with the latest business and industry news, while networking with like-minded professionals.

 

Elevate

If you are looking to improve your analytical and communication skills at work, try downloading Elevate. Getting started is simple with a two to four minute quiz to create your personalized training program. With over 40 games developed by educational experts, you can track and analyze your performance. Each game is intended to test and improve your listening, reading, writing and speaking skills.

 

VSCO

VSCO is a photo-sharing app that has a more artistic-feel than Instagram. The app gives you features where you can edit or use filters, save them and choose which pictures to post. Unlike Instagram, the VSCO app does not have the ability to like,comment or see who is following you, giving you more freedom to post without judgement.

 

Trello

If you are struggling with collaborating efficiently and effectivity with coworkers, friends or classmates, download the Trello app. Trello makes it simple to organize projects, delegate tasks, and create deadlines. Create productive discussions with your team through attachments and constructive comments. Trello is a great tool not only in the office, but at home!

Whether you plan on installing the apps listed above or other apps, we recommend looking at ratings and reviews to ensure it’s worth downloading. Looking to take your business productivity to the next level? Consider adding a CRM system.