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News & analysis on digital marketing & analytics


3 Questions to Ask When Creating College Degree Pages

By | March 12, 2014

Your degree page content is critical for student recruitment and college retention rates. Without all of the information prospective students need (the type of degree, length of the program, career options, application requirements), they can easily move on to the next school. And if a school doesn’t match a new student’s expectations, often set by the website, the student is more likely to transfer. The information needs to be accurate, and it needs to grab them.… Read the rest


Determining Client Lead Value

By | March 12, 2014

In order for an agency/client relationship to be successful, there is one thing that both sides must be aware of and thinking about at all times: The value of a lead.

What is a lead worth? If this isn’t accomplished in the sales process, it means 2 things:

  1. The salesperson is good.
  2. It is up to the account team to finalize this and have the client confirm it early on in the onboarding process.

The lead value must be the “critical number” that the entire digital marketing strategy is based on.… Read the rest


10 (+1) Tips to Maximizing Your Trade Show ROI, Part II

By | March 12, 2014

In my previous post about making the most of your tradeshow dollars, I discussed proper components of press releases, using paid search to attract online searchers, writing multiple blog posts, and hosting pre-show breakfasts to showcase industry knowledge. Today you’ll find 10 additional tips – plus a bonus tip – to help you maximize your tradeshow ROI.

#1: Find out who’s attending – If a list of attendees is available prior to the tradeshow, check to see if any members of the press will be in attendance.… Read the rest


Google Tag Manager: Marketing or IT?

By | March 11, 2014

If you  work in marketing or IT, by now you have most likely heard about Google Tag Manager. What is Google Tag Manager and why does it keep coming up? Having past experience as a website developer and working with Analytics daily, I see Google Tag Manager as a solution. You are probably asking yourself, what problem does Tag Manager solve? It solves the classic conflict between your website managers and your marketers. Don’t deny it, marketers and website managers have different priorities and we all know that every now and then a conflict arises.… Read the rest


Confessions of a Sellout Marketer

By | March 11, 2014

I am a sellout.

Let me explain: As Daniel Pink notes in his latest book, To Sell Is Human, selling has become a dirty word. Think used-car salesman. What he argues is that despite the traditional notion of a salesperson, we sell every day in some form or another, even if we’re not given that job title. You negotiate with your boss, you colleagues, your partner, your kids, the customer service rep. In a sense, we’re selling ideas all the time.… Read the rest

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