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Mike Sweeney

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Top Stories by Mike Sweeney

We’ve written on this blog previously about the importance of content and how writing is often undervalued, whether for a press release, website, social media, email or really anything else.  Just as important as having the right content and writing well is having the right tone. People connect with – and buy from – people, or at least the brand’s personality.  Make sure your approach to your content represents your company’s personality.  If you are a creative services company and a bit irreverent, your tone should reflect that.  At the same time, you probably don’t want your medical institution to attempt to be hilarious.  And, if you don’t know what your company’s personality is, this exercise did a great job fleshing out a bigger issue. Then, make sure you are consistent.  Mike talked about this a bit earlier this week in his post Fall Cleaning: Clean Up Your On... (more)

B2B Lead Generation Tip #3: Identify the Metrics that Matter

Marketing and Sales If you haven’t addressed the first two steps in the lead generation planning process - establishing the right mindset and building a strong roster of stakeholders - you may want to go back and review those before you read this.  After all, if you’re a smart lead generation marketer, you know (or you’ll find out) that process is critical.  Skip a step or ignore part of the process, and you can expect a weakened lead generation program. Next up is identifying the metrics that matter.  Note I am using the phrase “that matter.”  Simple, but important.  Many market... (more)

Back to the Basics: Don’t Sleep on The Blogging

The Social Media Guide We talk a lot about social media on Marketing Trenches. And for good reason - Social media seems to be at least one item on the agenda for about 90% of the meetings we have these days. Everyone wants to run 100 miles an hour to do something on Facebook, LinkedIn and Twitter. I wrote about this previously in Want to Succeed In Social Media? It Sure Helps to Have a Strategy. A big part of any strategic plan is revisiting that plan - Making sure you are doing all the things you should, adjusting the pieces that aren't working and continuing to optimize the pie... (more)

Prediction: Marketers Will Publish Lots of Lists in 2010

I used to love lists.  I am a card-carrying list maker since 1980.  I still prefer a good pen-and-paper list on a notepad to a Word doc, wiki, or whiteboard. List-makers used to be somewhat unique, and kind of freaky types.  Now, everyone makes lists.  People Magazine publishes the Most Beautiful People list.  ESPN publishes the Top Athletes of the Century list.  Less known publishers distribute some really fascinating material, like the 50 Best SEO Blog Posts of 2009 or the Top 10 Most Important Tweets of 2009. I am taking a stance against lists, if only for about one week.  My ... (more)

The Art of Unfollowing: Twitter Time Management

Twitter on Ulitzer For those of you who read Marketing Trenches regularly, I promise this is the last time I will post something about Twitter for at least one month.   There are more pressing topics to cover, topics that are more relevant to your various business missions.  That being said, given the relative popularity of my last post - The Only Rule of Twitter: Be True To Yourself - I decided to finish a post that I started conceptualizing weeks ago. I am a small business owner, and from what I can gather from sources like Entrepreneur or Inc. Magazine, that makes me about as ... (more)