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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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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!