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Mike Sweeney

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Top Stories by Mike Sweeney

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 there is no strategy in place on how and when to communicate, what you want to say, who you are trying to reach, and all the other crucial elements.  All too often, businesses start a blog without a well-defined strategy and it all falls apart from there.  Make sure you have a plan in place for ... (more)

Want a Successful Marketing Team? Hire These 7 Types of People

As the owner of a growing marketing firm, I spend a reasonable amount of time thinking about the people who work for our company. Where are the gaps in our skillsets? Does everyone fit the corporate culture? Do we have the right people to tackle current work and the work that we know is coming? Does everyone know what he or she has to do to achieve professional success at the company? Are people generally fulfilled in their work lives? As we embark on yet another phase of our growth, marked by a handful of available positions, I am forced (in a good way) to reflect on the types of... (more)

Want To Succeed Online? Your Analytics Can't Just Be Set It And Forget It

One of the biggest changes over the last few years on the web has been how easy, affordable and powerful analytics packages are now compared to just a few years ago.  Regardless of whether you are using Google Analytics, Omniture, Webtrends or one of a host of other analytics packages one thing is universally clear – Analytics can not succeed with a “set it and forget it” model. Here’s a situation I commonly run into.  Usually, there is a tremendous amount of excitement right out of the gates about monitoring the launch of a new website, blog or campaign.  Great!  But, too often... (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)

Want to Succeed In Social Media?

Recently, I've seen a lot of studies about the lack of success of small businesses in social media. In one eMarketer article alone they reference not one but two of them: Small businesses are not hitting it off with social media, according to an August 2009 study from Citibank.  More than three-quarters of US small-business executives surveyed did not find social networks helpful for generating leads or expanding their business. According to an online survey by Internet2Go and MerchantCircle, 45% of small-business owners use Facebook to promote their business, and 46% have a Tw... (more)