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A Sales Acceleration & Digital Marketing Blog

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How Creative, Conversion and Analytics Joined Forces to Reinvent the Fathom® Website

By | January 16, 2014

About one year ago, Fathom decided to focus even more tightly on areas of industry expertise.

At this time, the Fathom website –the most important medium for reaching new customers and generating more sales – was in need of a new identity to reflect our evolving approach, services, areas of expertise and brand identity.

(Cue superhero music) Enter a dedicated marketing team with the sole purpose of promoting and establishing the Fathom brand.

PRIORITY #1: RECOGNIZE THE ISSUE

As we began digging into the analytics of the website, we found ways to boost the conversion rate, audience engagement, and overall user interaction.… Read the rest

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Maximizing Retail/E-commerce Conversions with Automated Email Campaigns

By | January 16, 2014

In retail, automated email messages triggered by events and consumer behavior typically lead to higher engagement. Higher engagement leads to more purchases or referrals. Whether you are properly welcoming a new consumer, nudging her back to an abandoned shopping cart, encouraging a product review, or just trying to re-engage after a period of prolonged inactivity, email has an answer. The best part? You guessed it: These triggered messages can be automated, saving retailers time/money in the process.… Read the rest

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Marketing for Assisted Living: Turning Senior Leads into Move-ins

By | January 14, 2014

Despite myths to the contrary, more than half of U.S. adults over the age of 65 are online. Furthermore, 70% of all online American seniors say they go online every day. Not only are seniors online, but their caregivers—90% of whom own mobile phones—are also. One-third of these caregivers use their mobile phones to look up health information. According to the Pew Research Center, caregivers also:

  • Gather health information online (72%)
  • Participate in social media activities (52%)
  • Attempt to self-diagnose online (46%)

The obvious conclusion?… Read the rest

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Will Your Website Help Your Manufacturing Company Grow in 2014?

By | January 14, 2014

According to the latest figures, the manufacturing industry is on pace to help the U.S. economy grow in 2014. But is your website well-positioned to help your company be a part of this growth?

56% of industrial professionals don’t contact a vendor until at least the comparison and evaluation stage of the buying cycle, so it’s important to make sure that you have all the information they’re looking for. Besides the usual product and service pages that share specifications and other important information, there are many other pieces of content that your website needs.… Read the rest

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Embrace the Suck: 3 Reasons Why Negative Online Reviews Are Helpful to Your Brand

By | January 13, 2014

Some of us in digital marketing are old enough—just barely—to remember a time when options were limited for anyone who wanted to broadcast a bad customer experience. Aside from word-of-mouth or writing a letter to the local paper, there just weren’t many ways to publicly voice consumer discontent.

Today, of course, online review portals and social media allow customers to quickly air grievances to a huge audience. Rather than worrying about negative online reviews and trying to make them go away, though, digitally-savvy companies are much better off embracing them.Read the rest

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