Welcome!

Don't Outsource. Don't Insource. Right Source.

Mike Sweeney

Subscribe to Mike Sweeney: eMailAlertsEmail Alerts
Get Mike Sweeney via: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


Top Stories by Mike Sweeney

Web 2.0 Journal Whenever a conversation starts around the topic of social media, inevitably I find a number of people that immediately question the value and want to see some ROI numbers before getting involved. We’ve talked about both sides of this discussion before in many posts, most notably Businesses: Stay Away From Social Media If You Meet The Following Criteria and Social Media: Justify Your Love With the Right ROI Approach. Just today I came across this research in B to B magazine, which seems to once again prove some value to social media activity, particular as it relates to search Social media searchers seek out ‘lower funnel’ terms Internet users exposed to brands via social networks subsequently search for “lower funnel” terms associated with those brands, indicating a higher propensity to convert, according to new study. The study, “The Influenced: So... (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)

Why Email Deserves to Be Part of Your Marketing Strategy

Sales Coaching on Ulitzer It’s been exactly three months since the  October 12, 2009 Wall Street Journal article Why Email No Longer Rules…And what that means for the way we communicate touched off a mini-firestorm in the marketing world.  This article wasn’t the first on the topic but really more of a culmination.  It seems for much of 2008 and 2009 there were many similar articles, in newspapers, industry pubs, blogs, etc.  And yet, if my inbox since then, the back-end analytics results we see, and the accompanying graph from Forrester Research here are indicators –- The rumor... (more)

You Don’t Need a Social Media Superhero

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 volu... (more)