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Mike Sweeney

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Top Stories by Mike Sweeney

New Media on Ulitzer “I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?” These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn’t want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volume of followers, friends and connections. Ummmm…no thanks. He wants a Social Media Superhero. The superhero he wants doesn’t possess super human powers and is not dedicated to protecting the public. The superhero he is after is the type that can make his company look “hip” and “in the kno... (more)

Avoid the Seven Common Software Marketing Mistakes

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 ... (more)

Marketing Your Startup: Do it Yourself or Done for You?

A few days back I heard from a colleague I hadn’t heard from in at least six months. He falls into the serial entrepreneur category, with both the battle scars and medals to show for it. His story is not unlike those of other successful entrepreneurs – sold his company, made some money, got antsy, came up with a new idea, loves it, ready to provide initial funding, build the prototype, and (due to his track record) knows he can get VC money if and when he needs it. While he is not a marketer by title or trade, he’s very good at it.  He understands that for certain types of busin... (more)

Quality over Quantity: Why Weak Content is Killing Your Brand

I don’t spend a lot of time using Twitter, but when I do, I am searching for content that will either educate, entertain, or maybe even inspire me. My situation mimics that of most business decision makers – I have limited time to explore, and I want to be productive during that time. Low quality content, often stemming from a high volume publishing approach, ruins that experience. You know what else it does? It kills your brand. (Unless your brand doesn’t want to associate itself with quality, in which case you have bigger problems to deal with.) According to the 2013 Content ... (more)

Who Are You? The 5 Key Components of a Core Messaging Document

With apologies to rock icons The Who – and I suppose the CSI TV franchise as well – this is one of the biggest challenges many companies face.  If you think about it, I’m sure that you see this all the time too. Whether it’s an elevator pitch at a networking event that leaves you wondering what it is that this person does or a disjointed marketing effort that just doesn’t hit the right chords – a lot of people out there have a messaging problem. When working with a client, one of the very first places we start is to take a look at their messaging — It’s critical that their messa... (more)