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Mike Sweeney

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Top Stories by Mike Sweeney

Marketing Automation on Ulitzer Software is ubiquitous these days, and there are so many flavors to choose from.  We have business software as well as personal/consumer software.  We have software that barely dents the wallet as well as software that requires a complex business decision-making process and millions of dollars.  We see Software as a Service (SaaS) models as well as Software as a Product (SaaP) models. The broad range of software types makes it difficult to identify the most common marketing mistakes, but not impossible.  Having worked as employee, consultant and agency for multiple software companies, I possess a somewhat unique perspective on what often goes wrong on the marketing side of the house.  Let’s take a look at 7 common software marketing errors and offer some quick mindset fixes: 1) Allocating marketing resources and dollars to the big pr... (more)

Don’t Just Create a Blog, Nurture It

So you’ve gone ahead and set up a blog for your company.  Or maybe you are just starting to think about it but aren’t sure what to do – or whether you should even have a blog.  No matter which of these camps you fall into, it’s critical to your success that you don’t just create a blog, you nurture it.  While an exhaustive list here could be a few hundred tactical points, these are the big keys that will help you to be more successful with your blog: 1). Start with a Strategy This sounds incredibly obvious but amazingly isn’t usually the case.  Most blogs fall down because ther... (more)

Stay Away From Social Media!

Social Media on Ulitzer At least two or three times week I am asked the question, “Do we really need to develop a social media strategy?  Can we really benefit from participating?”  70-80% of the time my answer is yes, as almost any business can benefit long-term from participating in social media the RIGHT way.  It occurred to me today, however, that I rarely document the occasions when I advise businesses to steer clear of social media.  After looking through some meeting notes, here are some common reasons for a business to stay away from social media: 1.  Your company and/... (more)

Three Key Steps to Make Your Web Presence Work Harder

A colleague of mine often says “Your website should be as good as your best salesperson” – which for many organizations is easier said than done.  Those of you who read this blog regularly know we always advocate looking at your overall marketing strategy, your web marketing strategy as a set of that, and your website itself as a piece of that. In addition to looking at the big picture, sometimes it helps to slice off a few clear and actionable improvements you can take.  Some organizations have never done all 3 of the steps outlined below, while for others this is a chance to g... (more)

A New Role for The Digital Age: Who’s Your Marketing General Contractor?

One of the most frustrating experiences for a marketer is seeing a great product or service that is marketed incorrectly.  In this case, “incorrectly” may mean choosing the wrong target audience, choosing the wrong methods to reach that target audience, building creative that doesn’t resonate with that target audience, or a host of other mishaps. Perhaps even more frustrating is watching a great product or service flop from a marketing standpoint not because of a weak marketing strategy, but rather due to the absence of a person or firm in the role of Marketing General Contract... (more)