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Navigating the Sea of Marketing Changes to Boost Enrollments

By | March 21, 2014

Is your school’s website too cool? Yes, I said it. Teenagers and college-aged students (who take the cost of education seriously) don’t want to waste their time on a website that favors style over substance. And that might be costing you money if you’re like many university websites.

Additionally, the way prospects look for schools is different these days, from mobile browsing to asynchronous and around-the-clock research. This can be a problem—in a recent study, 48% of prospective students didn’t realize that a university offered the program that they were looking for even when it did—or it can be your competitive advantage.… Read the rest

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5 Tips for Retail Social-Media Success

By | March 20, 2014

You’ve set up your social media profiles, chosen a snazzy profile and cover photo, filled out all the info needed and you’re all set up! Now you just sit back and wait for all the followers, likes and engagement to flock in, right? Not exactly. A successful social strategy involves more than just setting up a profile. Here are five ways to grow your social profiles and increase engagement. 

1. Spend a Little Time

Each day, take 15 or 20 minutes out of your day to check out your social profiles.… Read the rest

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Content Ideas for Manufacturers

By | March 19, 2014

As a manufacturer, you may initially struggle with the concept of content strategy. You may wonder if it’s possible to produce interesting and engaging content around your product. The good news is that you most likely already have a wealth of content that your customers, existing and potential, will find very interesting. You’ve also got content that could be made interesting for just about everyone else, too.

Trust, Support, Educate

Fathom’s Caroline Bogart recently outlined how your content should be unique but shouldn’t over-promote your products or services.… Read the rest

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Balancing Marketing Analytics with Creativity

By | March 17, 2014

Justifiably, much hype surrounds marketing analytics today with its power to personalize and track buyer behavior in the promise of ultra-targeted (and ultra-efficient) messaging. What validates this hype? Well, for one, perception. In Moz’s 2014 Industry Survey, analytics jumped out as a clear priority for marketers—whether they worked for agencies, in-house or as consultants.

Analytics is all over this Moz survey:

  • Overall “top 5 marketing activities” (#1)
  • “Top 5 marketing activities” for in-house people (#1)
  • “Top 5 marketing activities” for agencies (#1)
  • “Top 5 marketing activities” for consultants (#2)
  • 85% of consultants reported offering analytics as a service (#1 among services)
  • Web analytics professionals had the 4th-highest median salary by role out of 14 (trailing only engineering, user experience and e-commerce)

As the survey itself notes, “Analytics are a way of life across all online marketing fields.” I would assume most people reading this post would agree. … Read the rest

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Coming Soon: Our Higher-Ed Marketing Industry Standard

By | March 14, 2014

We know you need more time to dig through all of the details of the digital world, especially if you’re a higher-education marketer. From Google Analytics updates to the latest student recruitment strategies, the industry can get overwhelming. With all of the changes in 2013, you might still be wondering these questions:

  • What does Hummingbird mean for my school’s website?
  • How can I recover all of the data now marked “not provided” in Google Analytics?
  • Is paid search worthwhile for colleges and universities?
Read the rest
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