Fathom has leveraged its competitive edge to add business value and garner recognition from industry leaders and community organizations. Because of our drive and commitment to clients, we have been named one of Crain's Leading EDGE companies for 2010.
Crain's awarded us with this prestigious honor based on a unique metric which measured and tracked our business progress and value over the last several years. Some of the things factored into the award metric were earnings before interest and tax, the total cash equivalent compensation for all of our employees working in the Northeast Ohio region, and our overall growth rate over the past three years.
For more information about Crain's Leading EDGE Awards, visit http://www.edgef.org/ValueAwards.htm.
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While enjoying one of my favorite pastimes - online shopping - this weekend, I wondered why I consistently visit the same websites. The conclusion I finally came to is that these websites provide me with the best product descriptions, pictures and, yes, sometimes video.
If you run an e-commerce site, always ask yourself one question: Do people know what they are really buying?
There are two ways people shop online:
- They know exactly what they want and are looking for the best deal. (Read a previous post about e-commerce promo codes)
- They are looking for something but not exactly sure what.
For the unsure, enticing product descriptions are key. When writing your product descriptions, always paint a clear picture of the product; provide plenty of pictures from all angles (nothing is worst than buying a pair of shoes online and realizing when you get them that from the front they look like something your grandmother would wear); and add video whenever possible.
If a picture is worth a thousand words, imagine what a video says. Test online video on a few of your best sellers. You could even have a video highlighting a specific product each month. After awhile your entire inventory could have unique video descriptions. Your online videos should make the buyer feel as if there are no surprises and in turn eliminate any buyer's remorse. Learn more about internet video marketing by reading "Top 10 Reasons to Use Online Video for Your Business".
You can also boost customer confidence in your products by adding reviews from industry experts and clients, or link to blogs about the product and review sites. Make it easy for potential customer to read reviews by pointing them in the right direction. If they have to scour the web to get the information they need, they'll easily become frustrated and may never come back to your site.
Read more about Fathom's retail and e-commerce marketing portfolio.
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Blogs are a great way to quickly, efficiently and inexpensively publish a lot of interesting and informative content on the Internet. The only problem with blogs is how they’re recognized by search engines. Search engines pick up new content, but if you publish new content to your blog regularly, it’s difficult to maintain search engine rankings.
How can you help readers and search engines find your content? Create evergreen pages. When we say “evergreen,” we mean a landing page for related content. These evergreen pages let you highlight the most important archived content on your blog, attract links, get subscribers and increase traffic.
How do evergreen pages work?
• Attract links: As everyone involved in SEO knows, links are very important to search engines, but so is in-depth content. You can attract links by using relevant, important keywords on your evergreen pages to get others to link to your site. If you guest blog, try to find ways to link to your evergreen pages.
• Getting subscribers: Your evergreen pages make you an authority on the subject they cover. Evergreen pages demonstrate that you’re an expert on a specific topic and if people find the information useful, they’ll have no problem subscribing to your blog.
• Sharing content: When someone reads great content on the Internet, it’s easily shareable. Your readers will refer back to your evergreen pages and recommend them to their friends if they find it valuable.
Evergreen pages are very easy to set up if you already have a lot of content on your site. A great way to set up an evergreen page is to look at your blog categories. Why not give each category an evergreen page? Having a home base for each category can help you get more keywords into your content and more links as well. If you don’t have blog categories, think of a topic that the readers of your blog would like more information about. Build an evergreen page around that topic and create new blog posts for linking.
Your evergreen pages can be chock full of keywords relevant to the subject and to your blog, which will help your site rank higher in search engines. Determine what people are searching for and go after those terms. As with all content, no one is going to read your evergreen pages unless you hook your readers right away. Use catchy headlines and enticing introductory paragraphs to grab the attention of your readers. Don’t forget to link to the content already on your site. Linking to related content gives your readers a place to go to get more information if the topic interests them, and it also helps you achieve the search engine rankings you desire.
To learn more about the importance of blogging, read this Fathom blog post.
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There are millions upon millions of websites. Some have eye-catching designs with Flash, others are less aesthetically pleasing but are filled with pages upon pages of content, and others have a great balance of design and content. How do you balance it all?
Search Laziness and the Cost it Could be Adding to Your PPC Campaigns
Pay-per-click marketing is based on the practice of identifying relevant terms consumers enter when using a search engine, and bidding on ad placements associated with these queries when profitable and prudent to do so. PPC can be a fantastic way to quickly drive targeted traffic to a site, generate high-quality leads, and make online sales when managed professionally. However, if your PPC efforts are not being monitored closely enough, wasteful spending will inevitably creep in. One of the often overlooked drivers of waste in a PPC campaign is "Search Laziness."
Subject Lines that Suck
People often give me ridiculous ideas for subject lines. While I love to experiment with quirky subject lines, you have to be careful not to ruin your performance. Your subject line can affect your campaign all the way down to the conversions.
Google versus Facebook - Clash of the Titans?
Facebook recently announced an initiative called Facebook Open Graph. The idea is to connect your experiences across the Internet and make it easy to share or "Like" content.
3 Big YouTube Marketing Mistakes to Avoid
Finding success on YouTube takes much more than just uploading your video and waiting for viewers. Here are 3 mistakes to avoid when trying to make the most of your quality video content.
Memorial services for William "Bill" Fox, Founder of Fathom, will be held at:
Church of the Ascension
13216 Detroit Ave.
Lakewood, Ohio 44107
The family will receive friends Friday, May 21, 2010 from 6 p.m. to 8 p.m.
A memorial service will be held Saturday, May 22, 2010 at 5 p.m., followed by a Celebration Reception from 6 p.m. to 10 p.m.
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