strategie inbound marketing

Pourquoi adopter l’inbound marketing ?

L’inbound marketing n’est pas un nouvel avatar du marketing inventé pour compliquer la vie du dirigeant d’entreprise. C’est au contraire une méthode pour rendre les pratiques commerciales et communicantes plus efficaces pour les entreprises ET plus acceptables pour leurs prospects.

Lorsqu’on me demande ce qu’est l’inbound marketing, je commence en général par expliquer qu’il s’agit d’une méthode pour faire venir les clients “chez soi” et éviter ainsi d’aller les importuner “chez eux”.
En effet, le matraquage publicitaire permanent et les méthodes de marketing agressif agacent de plus en plus les cibles. Une campagne mal orchestrée peut rapidement donner des résultats inverses à ceux espérés, en donnant de l’entreprise une image négative.

L’inbound marketing, ou marketing entrant, c’est l’inverse du commercial qui met le pied dans la porte : c’est avant tout un soin et une attention portés à l’accueil des personnes qui viennent chez vous. Et quand je dis chez vous, je parle bien évidemment de votre site Internet.

Young attractive man welcoming you in his house

Pour se lancer dans une démarche d’inbound marketing et dynamiser ses ventes, il faut tout d’abord donner envie aux internautes de venir vous voir.

Trois aspects importants pour y parvenir :

  • un contenu rédactionnel et des illustrations de qualité ;
  • un site au graphisme soigné et en accord avec votre offre ;
  • une landing page, la page où les internautes arrivent, attrayante et intuitive.

Le contenu, en lien avec votre offre mais en évitant le discours exclusivement promotionnel, ou pire, publicitaire, permet d’obtenir un bon référencement naturel. Mis en avant par les moteurs de recherche, vous pouvez ainsi faire venir à vous les internautes en quête de renseignements sur un sujet que vous maîtrisez.

Le design du site doit donner confiance au visiteur, qui retrouvera sur vos pages l’environnement qu’il s’attend à trouver chez un professionnel de votre secteur.

La landing page compréhensible le rassurera et lui permettra de rester maître de sa navigation sur votre site.

Une fois qu’un visiteur est arrivé sur votre site et qu’il s’y sent “en sécurité”, il est temps pour vous de tenter d’obtenir des informations utiles à votre développement commercial : comment est-il arrivé chez vous ? que recherchait-il ? quelle est sa profession ? sa localisation géographique ? sa tranche d’âge ? a t’il trouvé ce qu’il cherchait ? souhaite t’il obtenir des compléments d’informations ? des alertes lors de prochaines publications ? quels sujets l’intéressent plus particulièrement ? a t’il des remarques, des commentaires, des questions ? est-il intéressé par une newsletter ? un livre blanc gratuit à télécharger ? etc…

Keyboard with key for lead generation

Vos offres et les objectifs que vous avez fixés à votre entreprise et / ou à votre site Internet définissent les informations utiles à collecter pour attirer, convaincre et fidéliser vos clients. Les questions à poser sont celles qui vous fourniront ces informations, ou qui vous permettront de les déduire.

Toutes les données que vous aurez collectées vont vous permettre de créer une fiche contact détaillée, un lead qui servira de support au travail de votre force de vente.
En fonction de différents éléments qui caractérisent le prospect, il s’agit ensuite de lui fournir de nouvelles informations qui l’intéressent. Vous resterez ainsi “dans son radar” et renforcerez l’impression d’expertise qu’il a eu lorsqu’il a découvert votre site Internet.

Au fil de nouvelles visites, de contacts téléphoniques, d’échanges de mails, le prospect pourra devenir client ou prescripteur de votre offre.

Inbound Marketing Strategy Advertising Commercial Concept

Pour résumer, mettre l’inbound marketing au service de votre développement commercial, c’est :

  • créer des contenus qualitatifs pour attirer et intéresser vos prospects ;
  • collecter des données concernant ces prospects pour construire des leads complets ;
  • entretenir le lien en fournissant de nouvelles informations qualitatives et en mettant votre expertise au service de vos futurs clients ;
  • dynamiser votre équipe commerciale en lui fournissant des profils détaillés qui leur permettront de personnaliser leurs discours et leurs propositions, afin d’être à la fois efficaces et bien accueillis.

L’inbound marketing, c’est au final une démarche qui favorise les échanges entre les entreprises et leurs prospects et clients utilisateurs des nouveaux outils de communication.

Céline Bouvier

Fondatrice de l'agence Novadeo, j'accompagne les entreprises dans le développement de leur présence en ligne par la mise en place de leur stratégie inbound marketing. Le reste du temps je me trouve en salle de répétition ou en cours de musique pour m'adonner à ma deuxième passion : le chant.

4 Comments

  1. Très bon article sur le sujet ! On a aussi tendance à oublier que l’Inbound Marketing va au-delà d’une stratégie de contenu. L’implication y est globale car c’est un processus sur le moyen/long terme qui concerne aussi bien le service marketing/communication, le service commercial mais aussi le service technique pour lequel le savoir-faire et l’expertise des spécialistes sont sollicités afin de créer des contenus pertinents et de qualité. En résumé, l’Inbound Marketing devient alors le maillon central de la chaîne de la stratégie digitale.

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