Did you know that targeted email programs have been proven to reduce advertising costs and increase ROI percentages to as much as 3000%?

Sophisticated segmentation sounds intimidating. And in the past, it may have been, though most marketers can agree segmentation almost always drives better results.  The art of splicing and dicing your database, creating messages for each target group, and making sense of all the “big data” is a big job.  But, with the help of marketing automation tools like Marketo or Act-on, the segmentation game has changed for the better.… Read the rest

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Are you dealing with blogger’s block? You know – the blogger’s form of writer’s block? It’s the kind of dilemma where your brain feels like mush and you’ve run out of engaging ideas. Whatever you do, don’t cop out.

Having relevant, fresh content on your blog is crucial to its success. Among 37 percent of marketers, blog posts are the most valuable type of content for marketing. If you run out of ideas and stop updating your blog (or skip having one altogether), you’re missing out on increased visibility and wider reach, which are two important aspects of your online success.… Read the rest

The post Healthcare Blog Dilemma Part 1: Beating Blogger’s Block appeared first on Fathom.

Some new stats came out recently about how healthcare consumers use mobile health apps and navigate the Web for health-related information. Both sets of numbers are telling in how they illustrate consumer tendencies toward using technology and the specific kinds of websites they go to for tracking and finding health information.

Consumer Preferences in Mobile Health Apps

First, let’s look at mobile: A new Ruder Finn “mHealth Report” (PDF) shows 49% of U.S. consumers who use mobile health apps say they use one for healthy eating.… Read the rest

The post Healthcare Marketing Stats To Ponder, Plus 100 Leaders appeared first on Fathom.

How are your current and prospective patients using online search to find your healthcare organization? As PEW Internet Research found earlier this year, online search is one of the first places patients start looking for health information. In fact, 8 in 10 online health inquiries start at a search engine. While search engines are the foundation for many patients’ health research, the use of search continues throughout the patient relationship with the organization, from research to scheduling an appointment to becoming a returning patient and brand advocate.… Read the rest

The post Understanding How Patients Use Search appeared first on Fathom.

Copywriters, marketers and brand ambassadors of the world, listen up. Jargon might just be your worst enemy.

We think using industry terminology or jargon makes us look smarter, but sometimes it can have completely opposite effects and make even the most well-written piece ineffective. In fact, Merriam-Webster defines jargon as “confused, unintelligible language.” Even the dictionary isn’t too keen on it! But there are other reasons why using too much jargon can backfire.

• Not everyone knows what you’re talking about: Even if you’re dealing with highly technical subject matter, not everyone will know the industry lingo.
… Read the rest

The post Why Jargon Could Be Your Worst Enemy appeared first on Fathom.

Every month at company meetings, a handful of Fathomers are recognized in front of the group 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 18th edition of Core Value Stories:

• Everyone a Leader, Melissa Mathews (pictured, right) — For organizing Fathom’s first-ever Nonprofit Marketing Summit.

… Read the rest

The post Fathom Core Value Stories: May 2013 Edition appeared first on Fathom.

Warren Buffet said it best, “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.” And unfortunately, 5 minutes on the Internet is even more damaging when negativity can go viral in a matter of seconds. Amy’s Baking Company Bakery Boutique & Bistro, a restaurant in Arizona, did not consider how its online reputation can seriously affect its offline reputation. When the company was featured on an episode of Kitchen Nightmares, Gordon Ramsey, the show’s host, stopped working with them because they were considered too difficult to work with.… Read the rest

The post Online Reputation Management: What Amy’s Baking Company's Online Disaster Proves appeared first on Fathom.

Live chat is a widely adopted customer service tool used on tens of thousands of websites, both Ecommerce & Lead-gen.   We’ve helped quite a few of our clients implement this functionality on their websites, and have finally decided it’s time to do so on our own!  Rather than just implementing this cool tool and reaping the benefits, we wanted to blog about our experience and openly share our successes, opinions & takeaways with you.

Welcome to Part I: Pre-Chat Jitters.… Read the rest

The post Fathom’s Bold Chat Journey: Prepping for Implementation appeared first on Fathom.

One of the most powerful attributes of marketing automation software is its ability to segment your audience into highly specific categories based on demographic and behavioral characteristics. As a healthcare organization (say, a hospital system), you can appreciate the diversity in your audience and how in your messaging, one size usually doesn’t fit all. Imagine being able to segment with exact precision (e.g., women over 50 who live in Cuyahoga County who have attended one of your health fairs in the last year) and then set up delivery of messages that apply to this specific audience once they click on a link in your standard health newsletters.… Read the rest

The post Marketing Automation Tips for Healthcare Systems appeared first on Fathom.

By now, you’ve heard a lot about how Fathom gives back to the community, including through May 3rd’s first annual Nonprofit Marketing Summit.  I was incredibly proud of my fellow Fathomites that day for putting in tremendous thought and effort into their presentations, and the way we made online marketing accessible to the non-technical Marketing Directors and Development Directors in attendance. If you haven’t flipped through the slides yet, never fear – I’m going to give you some tangible, quick ways to make a big impact, based on what we reviewed on Friday.… Read the rest

The post 4 Quick, Effective Ways to Market Your Nonprofit Online Today appeared first on Fathom.