Comment développer une stratégie d’Inbound Marketing efficace ?

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

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 efficace, puisqu’elle s’appuie sur l’univers de nos prospects et ne cherche pas à leurs adresser diverses contenus directement.

«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. 
  • 2ème étape : Il s’agit à cette étape de convertir ses prospects en clients en invitant ces potentiels clients 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.
  • 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.
  • 4ème étape : C’est l’étape de la fidélisation. À ce niveau, tout est une question d’engagement. L’objectif principal est que les clients deviennent des ambassadeurs de notre marque en apportant leurs témoignages positifs. 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

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