“The ending is everything.”
–Robert Greene, The 48 Laws of Power
Following Greene’s Law 29, “Plan all the way to the end,” should come naturally to marketers. We all are familiar with marketing plans and setting goals, especially in the post-recession world, where tracking and revenue-generation reign supreme. Today the fundamental questions smart people ask about any act of marketing tend to be: What is the goal? and What’s the return on this investment?… Read the rest
As of yesterday, Google is introducing a new option to enable bot and spider filtering more in line with what users already thought was happening!… Read the rest
As my career before Fathom was that of a B2B salesperson, I’d like to share the biggest marketing lessons I’ve learned so far from working here as they relate to industrial sales.
Marketing always had a bit of a stigma tied to it in my previous job selling industrial equipment. This is something I noticed in my own business as well as the customers and vendors I called on. Sales was in charge of bringing in revenue, and marketing was less a department than it was a budget for the salespeople to dip into for print collateral and trade shows. … Read the rest
What you need to know to get the biggest bang for your SEM dollars
Without fail, at the beginning of each fiscal year, my customers at colleges and universities come to me with a myriad of statements and questions. They want to know which engines they should run on; what’s new in the world of paid search, PPC, SEM (or whatever the kids are calling it these days); and what they should do. As a higher education advertising agency, we can give them an answer if they first answer two simple questions: What is your budget, and what are your goals?… Read the rest
More than ever the doctor is in, but the patient is online— so what’s a doctor to do? Healthcare providers who want to maintain their patients’ trust in their expertise and knowledge must move their offices into the digital domain. Being accessible online is mutually beneficial by bringing in more business and leaving established patients pleased with the modern healthcare services.
In a digital age when information (factual or not) can always be found via a simple Google search, it’s imperative that medical providers digitally market their healthcare services to provide correct medical information at all times.… Read the rest