ABOUT Mike Sullivan

Entries by Mike Sullivan

Digital marketing is nothing if not complex. It’s a constant interplay between strategy and execution, and that execution can range from on-page SEO to multi-layered paid digital campaigns across any of 10+ channels. In other words, it’s easy to get confused. The reality, though, is that this complexity is intentional. If you’re able to master it, especially as a small to mid-size business, chances ...

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Consumers love to discuss brands, services, and products online. Approximately 96% of the discussions happen outside official brand channels. The brands in question don’t know about the conversations in most cases. Consequently, they don’t realize the adverse effect negative reviews and discussions have on their image. Negative online reviews water down a brand’s lead generation efforts, brand image, and consumer trust. Statistics show that the average consumer reads approximately ...

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When Google initially launched in August 1996, there was no way that anyone could have foreseen the awe-inspiring power that this website would eventually command. Even co-founders Larry Page and Sergey Brin could hardly have imagined what it would become. The two men rarely make public appearances, but we know from a 1996 resume written by Sergey Brin that he had ambitions other than ...

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With privacy laws taking your marketing data away, it’s like tying a hand behind your back in a fight. But you still have another hand. As privacy increasingly comes into play with Apple’s iOS 14.5 update and Google’s planned removal of third-party cookies by 2024, how’s one to personalize ads and messages without all this data? You can’t …but at least everyone’s in the ...

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What are the best ways to locally optimize my site? There was a time when local businesses had storefronts and e-commerce had websites. But now, that line is so well-blended that local stores have websites built specifically to cater to local customers. Everything is done online and your website, instead of replacing it has become an extension of your physical storefront. Your website is ...

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You know you’re a great marketer when you’re stuck in the highway traffic that’s entirely bumper to bumper, and all you’re thinking of is, “why can’t I direct this much traffic to my website?” Businesses of all sizes and niches struggle to drive traffic to their sites, so you’re not alone. A 2020 Content Marketing Institute survey found that 63 percent of content experts face hurdles ...

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Choosing the right marketing agency can be difficult. There are so many specialties when it comes to marketing that the choice can get overwhelming. However, learning more about the types of agencies can help you make informed decisions on what firm you may need to hire to accomplish your goals. Maybe you need multiple agencies, which is not uncommon, to execute a full marketing ...

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Display advertising is a type of paid online advertising that consists of text, image, video, audio, and motion ads. These ads display on websites, apps, and social media platforms, in several different sizes.  To start, all display ads go through a display ad network to reach customers. The top display ad networks are Google, Facebook, and Twitter. You choose what demographics or other targeting ...

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Understanding the basics of SEO (Search Engine Optimization) and best practices can be challenging for people who aren’t specialists. Defining what best practices are can be an illusory and frustrating pursuit. Google is constantly updating its indexing policies and ranking scheme for search results. It can seem like a daunting task.   SEO Starts With On-Site Optimization Before we hop right into some best ...

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Manage your professional brand – Whether you have your own business or work at a firm, you want to present yourself and your brand in the right light. Are you an expert in your field? Does your company provide useful information on LinkedIn? The answers to these questions are vital to increasing your LinkedIn profile strength and actively manage your professional brand on LinkedIn. ...

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