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A Sales Acceleration & Digital Marketing Blog

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Laws of Marketing Power: Plan All the Way to the End

By | August 4, 2014

“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

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Google Analytics Launches Bot and Spider Filtering

By | August 1, 2014

It has been a long-established (yet misunderstood) given that Google Analytics filters out all of the bot and spider traffic from tracking into our precious reports. In fact, there’s a “Traffic from search engine robots” page in the GA help section that flat out says “robot traffic is not counted in Analytics when using a JavaScript tracking method”. So most users have gone on convinced that GA was excluding all bot and spider traffic, despite the fact that very page features text that states “If the search engine that crawls your site does activate JavaScript… you will receive search engine robot data in your reports.”

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

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Marketing: The Best Inside Salesperson You’ll Ever Hire

By | August 1, 2014

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

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Higher Education Advertising on a Budget

By | July 31, 2014

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

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Exciting Healthcare Technology Requires Innovative Digital Marketing

By | July 30, 2014

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

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