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Inbound Marketing

"What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships." -Jim Stengel

Inbound marketing, sometimes referred to pull marketing, is the promoting of a company or cause through internet blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media, and other forms of content marketing which serve to bring customers to you. It differs from traditional outbound marketing (i.e. push marketing) as it is based on attraction rather than promotion.

It is a significant module of a company's overall marketing campaign, but if used improperly, or over aggressively can be a double edged sword.  Always remember that relationships are built on trust and respect.

Meyers Associates will insure that each element of inbound marketing be employed with a structured plan, having a clearly defined objective and artistic cohesion.

Below is an outline of the inbound marketing elements.

  Social media marketing is the process of gaining website traffic or attention through social media sites.
The recent commercialization of popular sites has significantly changed B2B social media marketing.  We continue to monitor trends and adapt accordingly.
    * LinkedIn is arguably the world's largest professional networking website, with individual professional profiles and company mini-websites. LinkedIn also has professional interest groups with on-topic discussions (or mini-blogs).
      We continue to believe that writing worthwhile, on-topic content for LinkedIn's industry specific group discussions is worthwhile for B2B marketing campaigns. However, be aware there are stringent rules on sales pitches, spam and off topic discussions. Know and adhere to the rules, lest be banned from the website and agitate your target audience.
    * Facebook is the worlds largest social network site. Users may join common interest groups, including workplace and hobbies. These groups and individual & company pages contain mini-blogs and news updates.
      In the past, we recommended that companies establish a FaceBook page for community presence within an industry, where people could "like" your page and receive notification (i.e. news feeds) of updates.  However, changes in FB's business model, as described by allfacebook.com has made it a much less efficient B2B marketing platform.
    * Twitter is a micro-blog and is an excellent method to push short text messages to multiple "followers". Care must be taken when "tweeting", as activity is generally in the public domain.
      We can establish quality followers and manage content of tweets/messages for quality and accountability. However, we are moving toward a more private, direct "follow" alternative to Twitter. Please contact us at info@meyers-associates.com for additional information.
  Blog is a discussion or informational site published on the Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order.
    Meyers Associates writes blogs using on-topic information, often a whitepaper to invite a topical discussion.  We facilitate the discussion with appropriate responses.  Blogs can be employed in social media and company websites.
  Whitepapers are product descriptions that are published on your company website or on industry specific websites. They are technical articles, generally written by engineers for engineers. Although whitepapers require engineering input/resources to generate, they can be consistently the most effective form of “advertisement” available.
    We have written, edited and published numerous whitepapers. In addition to their individual value, they can be useful with social media marketing and web blogs. Our engineering and marketing experience assures informative, attractive and well read whitepapers.
  Web videos are informational videos placed in your web site for viewing. Links to your video are placed in social media sites, blogs and direct enewsletters.  They are an excellent method for product demonstration, promotion and personnel training. A "series" of videos can provide continuity across a full product line.
    Meyers Associates has the equipment, software and production knowledge to produce fast loading and smooth running web videos. Our engineering and marketing experience assures an informative and attractive video.
  Enewsletteris a regularly distributed email publication that is generally about a single topic of interest to its subscribers or "followers".
    We compose and distribute enewsletters to your approved mailing list and followers. We know and adhere to the laws and etiquette. We maintain the mailing & "follower" list, provide opt-outs and personally follow up to obtain constructive feedback.
  Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "organic" or un-paid search results.
    We can review your website for content, hierarchy and functionality. We maintain your site on web browser (e.g. Google, Bing) indexes and maximize incoming links and traffic.