Fathom Blog
News & analysis on digital marketing & analytics
Why Hospitals Should Be More Proactive with Patient Reviews (and Much More)
The business world—and healthcare organizations like hospitals and health systems—already know how frequently consumers use social media these days to both research their purchase decisions and post their own reviews. A new study from PricewaterhouseCoopers’ Health Research Institute provides further evidence that healthcare consumers are no different.
The report cites 24% of U.S. consumers claiming to have posted an online healthcare-related review and 48% claiming to have read such reviews (via PwC news release).… Read the rest
Category: Healthcare Industry, Social Media
Growing Your Nonprofit with Digital Marketing
Many nonprofits are using digital marketing to reach supporters and generate interest about their organizations. Recently, an animal rescue group was able to raise $6,000 in 12 hours with email marketing. Facebook allowed one nonprofit to find a business partner that helped it raise over $11,000. And with a staff of only four employees, another nonprofit was able to grow its event to 3,000 attendees with online promotion and management tools.
Becoming a locally or nationally recognized organization online can reduce the time spent on outreach efforts and increase advocacy and donations.… Read the rest
3 Ways to Improve Media Relationships With Social Networking
Networking, according to businessdictionary.com, is “creating a group of associates and keeping it active through regular communication for mutual benefit.” When it comes to placement pick-up, networking and relationships are vital. Online public relations professionals would like to ensure their company’s visibility is apparent on the most relevant, popular media sites. One way to increase the likelihood of your press release, article, video, etc. being picked up by popular media sources is to develop relationships.… Read the rest
B2B vs. B2C Copywriting: An Emotional Journey
As a copywriter who is dedicated to working primarily on B2B websites, I’ve often fallen into the trap of thinking that B2B copywriting vastly differs from B2C writing. While you might choose different marketing methods and tactics for each, the copywriting itself doesn’t actually have to be all that different. There’s a simple reason for this: A website visitor’s final decision always involves some degree of emotion.
If you’ve studied personas, you know that some people are more inclined to make decisions based on their emotions than others.… Read the rest
Category: B2B, Content Creation & Strategy
Video Marketing for the Technology Industry
Based on a 2012 study conducted by IDG, 95% of B2B tech buyers watch tech-related videos. That’s a significant portion of a technology-based company’s audience and an undeniable reason to incorporate video into your marketing strategy.
And of those viewing tech-related video, 46% visited a vendor website or contacted a vendor for more information after watching and 42% actually purchased a product. That gives you quite a significant return on investment.
Understanding your audience is very important in any type of marketing, whether it be written content or video.… Read the rest
Category: Technology Industry, Video
