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News & analysis on digital marketing & analytics

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Using Online Data to Predict Patient Behavior

By | April 16, 2014

Predicting the future ain’t what it used to be. In fact, it’s more real than ever. Social media. Big Data. Predictive Analytics.  These are big buzzwords, to be certain, but also keys to helping your healthcare system or hospital to provide better and more efficient patient care.

There are times in our lives that we wish we had that crystal ball. Picking breakout stocks or NCAA upsets is great, but imagine having insight into the future based on real data.… Read the rest

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Marketing for Manufacturing in the Age of the Self-Directed Buyer [Lunch & Learn]

By | April 15, 2014

Retooling Your Marketing for Exponential Growth & Profitability
If you’re serious about understanding the new ways of marketing and selling, attend the Fathom/NitroMojo “Lunch & Learn” seminar on May 8th. You’ll walk away with a concrete plan for growing your company in the age of the self-directed buyer.

WHAT: Lunch & Learn: “Retooling Your Marketing for Exponential Growth & Profitability

WHERE: Richard Shatten Board Room, Greater Cleveland Partnership office. 1240 Huron Road E, Suite 300 Cleveland, OH 44115-1717

WHEN: Thursday, May 8 (11:30 a.m.–1:00 p.m.)

Space is limited to 25.… Read the rest

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Best Practices for Blogger Outreach

By | April 15, 2014

Building relationships through blogger outreach is a great way to gain traffic to your site and shares or mentions of your brand online. However, blogger outreach is rarely a “one size fits all” scenario. Follow these best practices to get the most out of your outreach efforts.

Research

Before you type your first word, you need to know who you are reaching. Make sure the bloggers you’re pitching to would actually be interested in what you’re offering.… Read the rest

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Purpose-Driven Marketing for a Purpose-Driven Economy

By | April 14, 2014

Does your organization have a purpose? Does it shine through in your marketing? Do your customers feel it in their guts and believe in it? With a hat-tip to Aaron Hurst, founder of Taproot Foundation and author of The Purpose Economy, I’ve been inspired to add a marketing layer to what he calls “working with purpose” … you could call it marketing with purpose. (Original, right?)

The consensus of today’s marketing leaders is that the Web-driven shifts in the buying landscape give the intelligent marketer (or at least, the one who wants to survive) no choice but to be authentic and helpful.Read the rest

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Understanding AdWords Sitelink Extensions

By | April 11, 2014

Sitelink extensions are the easiest and most common type of extension to include in your ads.  Not only do these extensions help take up more real estate on the page to improve your CTR by 10-20%, they also have an impact on your ad rank.  Previously, ad rank was calculated by using your max CPC bid and Quality Score. It now factors in ad extensions and formats.

For this reason alone, you want to make sure you have at least six active sitelinks set up for desktop, but also four active sitelinks for mobile.… Read the rest

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