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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


How To Use The Search Monitor in Higher-Education Advertising

By | February 4, 2014

How do you know when the time is right to incorporate a tool into your paid search strategy for higher education? It’s a risk to not utilize the tool to its fullest potential. That’s why some tools offer a layer of security that you need in order to know where to spend budget, along with what your competitors are advertising for. The Search Monitor (TSM) tool not only helps you understand the degree programs your competitors are advertising for but also which competitors might be bidding on your brand.… Read the rest


Sales Advice Translated for Marketers

By | February 3, 2014

Everyone says knows we live in a buyers’ world. It’s true. You don’t need me to tell you that. But what does “living in a buyers’ world” actually mean to salespeople and marketers?

To start, it means speaking your customers’ language and relating to their feelings. The more your marketing language sounds like them (and less like you, i.e., corporate), the more likely you are to build the trust necessary to create a transaction.

Living in a buyer’s world, however, does not mean avoiding a “closing” mentality.… Read the rest


How & Why to Use Testimonials in Higher-Ed Marketing

By | January 30, 2014

When students face the decision of which school to attend, they not only require more information than needed for lesser decisions. They also often conform to others’ opinions. It’s a big decision that involves big research. And adolescents tend to look to their peers for cues concerning the correct decision. Adolescents are especially actively seeking social proof to assist them in decision-making.

Higher ed marketing professionals can help connect prospective students with the confirmation they require to find the right school.… Read the rest


Fathom Core Value Stories: January 2014 Edition

By | January 28, 2014

CEO Scot Lowry congratulating some winners.

At every company-wide meeting, a handful of Fathomers are formally recognized for extraordinary manifestations of our four core values (“everyone a leader,” “be the consigliere,” “make order from chaos,” “the gun will be there”). This space immortalizes their accomplishments for the world to see. I hereby present the 22nd edition of Core Value Stories:

  • Everyone a Leader, Megan Stinn — For juggling numerous different jobs every day (e.g., email, social media, content, SEO, blogger outreach, etc.) and launching our first marketing automation campaign in the healthcare space.
Read the rest

Content Marketing vs. Content Strategy

By | January 27, 2014

At the risk of getting Inside Baseball on you, I want to call out something first brought to my attention in the most recent episode of “PNR: This Old Marketing.” That something is a debate by the show’s hosts Joe Pulizzi and Robert Rose over the meanings of “content marketing” vs. “content strategy,” inspired by the use of these terms in a new free online class from Northwestern University on content strategy.

Sadly, the Northwestern class, like too many people in my profession, uses the terms interchangeably.… Read the rest

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