Fathom has developed long-term strategic partnerships with several health systems and hospitals throughout the US. Part of our responsibility to our clients is to understand how patients use search, social media, video, and email to communicate with health systems and choose a facility for treatment. Not only is this information important to our clients; it is also important for us to help create an integrated digital marketing strategy that reaches users across the web (wherever they may be) and nurtures them until they are ready to schedule an appointment.… Read the rest
No, this is not a blog post about human trafficking or celebrity self-promotion, despite the ambiguous title. What’s been catching my eye these days is talk about “being human” in marketing, i.e., using plain English, conversational tones, and storytelling. “Being human” can even extend to visual designs that appear more familiar (as in casually friendly) and non-commercial. Example: A marketing email communication without fancy HTML coding appears less commercial because it’s not slickly designed—and that’s what emails from your friends/family look like (hat-tip to D.J.… Read the rest
2013 brought changes to digital marketing by way of the Google Hummingbird update, new social marketing tools, Gmail inbox changes and more. If you missed any of these updates, now is the time to make some changes in your strategy! It’s a new semester and a new year for higher education marketers, so here are five New Year’s Resolutions to help you make the most of your 2014 digital marketing efforts.
Know your audience better
In the post-Hummingbird world, education marketers need to focus on the audience, not the keyword.… Read the rest
As you create your content, it should always be with an eye toward reaping the benefit of organic SEO. After all, if your content doesn’t show up in searches, it won’t matter how useful it is. For B2B companies competing for a relatively small pool of potential customers, this is truer than ever. Your content creators should audit your company’s keyword list to determine which keywords will lend themselves best to the goal of your content marketing strategy.… Read the rest
About one year ago, Fathom decided to focus even more tightly on areas of industry expertise.
At this time, the Fathom website –the most important medium for reaching new customers and generating more sales – was in need of a new identity to reflect our evolving approach, services, areas of expertise and brand identity.
(Cue superhero music) Enter a dedicated marketing team with the sole purpose of promoting and establishing the Fathom brand.
PRIORITY #1: RECOGNIZE THE ISSUE
As we began digging into the analytics of the website, we found ways to boost the conversion rate, audience engagement, and overall user interaction.… Read the rest