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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)

Don’t Just Create a Blog, Nurture It

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 ther... (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)