L’Inbound Marketing permet d’attirer nos futurs clients à soi. Il regroupe plusieurs techniques intéressantes pour augmenter son portefeuille clients.

Sur quels principes se basent l’Inbound Marketing ?

«La meilleure publicité n’est pas une publicité» – Ajaz

L’Inbound Marketing, aussi appelé « marketing entrant », est un concept qui est né du constat que les prospects ont besoin de se renseigner avant d’acheter. Il représente l’ensemble des méthodes permettant d’attirer les prospects de façon subtile et indirecte.

«La meilleure des publicités est un client satisfait» – Bill Gates

Ainsi, c’est en s’appuyant sur les intérêts d’une cible, qu’une marque peut aujourd’hui créer des campagnes marketing efficaces. L’Inbound Marketing est donc une méthode non intrusive et qui semble pertinente. 

«La chose la plus importante en communication, c’est d’entendre ce qui n’est pas dit» – Peter Drucker

L’ Inbound Marketing repose sur les 4 étapes suivantes :

  • 1ère étape : Il s’agit d’attirer la cible en augmentant le trafic d’un emplacement web d’une marque. L’idée est de permettre une meilleure transformation des visiteurs en leads et prospects. Pour cela, il est important de positionner ses contenus sur des sujets qui intéressent nos cibles. Ce qui est important à cette étape est de comprendre les « insights » de nos prospects, c’est-à-dire leurs « perception d’un problème (…) sur une catégorie de produits qui intéresse une marque. » (source :

  • 2ème étape : Il s’agit à cette étape de convertir ses prospects en clients en les invitant à acheter notre produit ou service. Cela se fait en général par une mise en avant des offres attractives ou promotionnelles de notre entreprise, en plaçant des « calls to action » aux endroits stratégiques, autrement dit des boutons d’actions (exemple : « ajouter au panier »).

  • 3ème étape : Cela consiste à convertir définitivement le prospect en client. Cela passe par la construction d’une relation de confiance au moment de conclure la vente. Il est primordiale à ce stade de faire vivre une expérience d’achat incomparable à ses utilisateurs.

  • 4ème étape : C’est l’étape de la fidélisation. À ce niveau, tout est une question d’engagement. L’objectif principal est le suivant : permettre et donner envie aux clients de devenir des ambassadeurs de notre marque en apportant leurs témoignages positifs, qui serviront pour les autres utilisateurs. Cet engagement sera en général récompensé par la marque.

«J’ai appris que les gens vont oublier ce que vous avez dit, ce que vous avez fait, mais ils n’oublieront jamais ce que vous leur avez fait ressentir» – Maya Angelou

Pour en savoir plus sur l’Inbound Marketing, n’hésitez pas à nous contacter à l’adresse Nous proposons une formation sur la Culture du Marketing Digital qui détaille ce concept 😉

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