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A Sales Acceleration & Digital Marketing Blog

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Mobile-Friendliness Will Officially Affect Your Site’s Rankings

By | March 3, 2015

Get mobile-friendly, or get buried by the competition in search results. This is essentially what Google said last week in pfficially announcing an algorithm change that would make mobile-friendliness a ranking factor starting April 21st.

Signs have been pointing to Google putting more emphasis on mobile-friendliness for months now. In June, Google began telling mobile searchers when a link in the SERP redirected to the home page:

In November, Google officially launched ‘mobile-friendly labels’ which notified mobile users if a site was ‘well-designed for mobile‘ and launched a ‘mobile-friendly testing tool‘.… Read the rest

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What Buying a Car Taught Me About Customer Experience

By | March 2, 2015

My new ride, just before it became covered in wintry Cleveland mush and road salt.

Marketers, take note: I just bought a car. Well, that’s not important to you. What’s important is how I came to this decision as a consumer, which I think everybody can learn something from. Wait, you’re saying, my audience is other businesses … this doesn’t apply to me. Oh, but it does! Who makes the purchasing decisions at companies? Chances are, it’s a human being.… Read the rest

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Rebranding the Company Name? Tips for the Digital Side

By | February 27, 2015

Companies change their names and website domains for a number of reasons, including right after a merger, completing an acquisition or just to re-launch their brand and identity. What is oftentimes overlooked, though, is how do you let the digital world know you changed your name?

Changing your legal name is usually a one-step process, albeit maybe a painful one, involving a day at your local Social Security office. But, it is the aftermath—new driver’s licenses, updated credit cards, changing bank accounts, cell phone and health insurance billing, even your email and social profiles—that causes the most chaos.… Read the rest

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Health Systems’ 5 Most Common Digital Advertising Mistakes

By | February 24, 2015

In the course of doing digital marketing consulting and management for several different health systems nationwide, Fathom has found their digital advertising accounts typically have several common problems. (We’ve even graded the paid search performance of the Truven 15 Top Health Systems.) Hospitals can make better use of advertising dollars and increase return on paid search by avoiding the following pitfalls.

1. Geo-targeting too large of an area.

Geo-targeting is such an important aspect of driving new patients and service line growth for a health system.… Read the rest

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Is Your Content Strategy Unhealthy? Use This Symptom Checker

By | February 23, 2015

As a healthcare marketer, you know the importance of reliable, factual medical content. You know that 86 percent of patients conduct a health-related search before seeing a doctor. [Click to Tweet] Many of these people are looking online for a diagnosis before they seek an official one.

But what about you? Have you taken a proactive approach to your healthcare content strategy? If you were to give it a diagnosis based on your own research, would it make you turn to a content professional for help?… Read the rest

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