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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)

How to Build an Effective Content Marketing Plan

According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last year. For most, this is not all that surprising. Also not surprising: 42 percent of B2B marketers consider themselves effective at content marketing, up from 36 percent last year. Here’s where things get interesting: Of the marketers who consider themselves ineffective at content marketing, 84 percent have no documented content marketing strategy. All of this explains why, this marke... (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)

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 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)