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Mike Sweeney

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Top Stories by Mike Sweeney

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 that quickly starts to flicker out.  The once daily logins to view unique visitors, top content, referring URLs etc. start to become less regular, less talked about, and greeted with less enthusiasm, until nobody is looking at all.  The goal of understanding and tracking your Key Performanc... (more)

Social Media: Justify Your Love With the Right ROI Approach

Social Media on Ulitzer For many folks active in Social Media, and even those that aren’t, inevitably you hear people ask about the ROI. Why are people spending time blogging, Tweeting, Facebooking when it’s just a fad that doesn’t help our business? And then earlier this week everyone was abuzz with news that Dell announced it has surpassed 3 million in sales from its Dell Outlet Twitter account. And the masses rejoiced - a tangible ROI number we can say came directly from Social Media activities. NOW our company MUST do this everyone started to think. But wait; is your compan... (more)

Fall Cleaning: Clean Up Your Online Brand

Personal Branding on Ulitzer As part of my normal procedure before meeting with a prospective partner, I explore as many of the company's marketing vehicles as possible. Sometimes that list is short - a website and a brochure.  Sometimes that list is longer - a website, brochure, blog, social media profiles, search engine listings, executive LinkedIn profiles, etc.   Over the weekend I went through this process to check out a prospective partner, and ran into some good news and bad news.  The good news is that this company has clearly embraced the idea of expanding its footprint b... (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)

The Biggest Website Mistake - You Mean I Need to Put Gas in This Thing?

So you’re ready to redesign your website.  Or maybe you’ve launched a new business and are designing a new site from the ground up.  Congratulations, while this is going to take some effort and involvement on your part — whether you work with an internal team or bring in a firm or specialist as a partner — it’s going to be exciting, interesting, and probably a chance for you to learn a lot. Before you do anything though, it’s critical to have a plan.  I know those of you who regularly read Marketing Trenches aren’t at all shocked – it’s rare that we do anything without mentionin... (more)