Qu’est-ce que l’inbound marketing ?
Tu es surement aussi conscient que moi que ces dernières années, Internet a transformé l’image du marketing ! Étant un principal prospect pour certaines entreprises, tu t’es également rendu compte que ta relation avec elle(s) a beaucoup changé. Tu as aussi remarqué qu’aujourd’hui, quand on fait nos achats, on n’aime pas vraiment se faire « déranger » par les vendeurs. Pour nous, ils sont présents uniquement si nous avons envie de s’entretenir avec eux parce qu’on a besoin d’informations, ou autres.
La publicité aussi, parlons-en ! On ne supporte plus la PUB, que ce soit dans nos boîtes aux lettres, sur les sites internet… C’est un peu comme nous on le veut, après tout le client est ROI, non ? Avouons que nous cherchons uniquement à être conseillés, informés, ou encore accompagnés lorsque nous sommes dans notre processus d’achat et que nous le souhaitons personnellement.
Mais les entreprises ? Elles ont besoin de nouvelles méthodes pour nous conquérir ! C’est dans ce but là qu’est apparu l’inbound marketing. En effet, c’est une stratégie qui a pour objectif de faire venir le client jusqu’à l’entreprise plutôt qu’elle ait à aller le chercher. Pour cela, l’entreprise doit devenir son propre média et transformer son audience en clients, cela à travers des contenus intelligents et pertinents et surtout en oubliant les anciennes méthodes telles que la publicité, par exemple.
Pourquoi les marketeurs doivent-ils choisir l’inbound marketing ?
2 raisons poussent les marketeurs à se tourner vers cette méthode :
- Grâce à un contenu précis, on touche directement les clients potentiels.
- C’est un processus qui s’effectue en ligne donc avec une portée considérable, bien plus importante que celle d’un bureau, d’une entreprise ou d’un point de vente.
Le concept de l’inbound marketing se compose de 4 étapes et est expliqué dans le schéma ci-dessous :
Maëva Citron
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