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Inbound marketing : définition

Découvrez les avantages du marketing entrant dès maintenant !

Avez-vous déjà regardé la télévision, attendu une publicité pour passer, puis fait un achat basé sur cette publicité? Probablement pas. De nos jours, nous ne regardons pas les publicités ou les annonces de vente dans un magazine pour décider d’un achat comme nous le faisions à l’époque. Au lieu de cela, nous allons en ligne et faisons nos propres recherches avant de nous installer sur un produit ou une marque. L’inbound marketing est la nouvelle façon moderne de commercialiser. 

Les avantages de l’inbound marketing sont infinis et faciles à réaliser si vous y travaillez continuellement. L’objectif de l’inbound marketing est d’attirer, d’éduquer et de responsabiliser les consommateurs via un contenu pertinent. Un contenu pertinent qui est réellement utile et guidera le consommateur pour acheter vos produits/services.

Le sens de l’inbound marketing est de fournir le bon contenu au bon moment, en déplaçant l’utilisateur tout au long de son parcours d’acheteur. Cela signifie que vous laissez les utilisateurs vous trouver au lieu de sortir et de trouver les utilisateurs. 

L’inbound marketing englobe diverses tactiques. Certaines tactiques sont le marketing de contenu, le référencement et l’automatisation du marketing.

L’expérience du parcours de l’acheteur 

Comprendre le parcours de l’acheteur vous donnera une bonne longueur d’avance dans la compréhension du inbound marketing et des avantages du inbound marketing. 

L’acheteur passe par un processus avant de décider d’acheter. Il y a trois étapes dans le parcours de l’acheteur. 

Sensibilisation

La première étape du parcours de l’acheteur est la sensibilisation. Pensez aux moments où vous êtes tombé pour la première fois sur un problème ou une douleur dans votre vie, et que vous vouliez y trouver une solution, également appelés points douloureux. C’est l’étape de la sensibilisation. Vous commencerez par faire des recherches en ligne pour comprendre ce dont vous avez besoin, mais aussi pour comprendre votre problème.

Disons que vous avez commencé à courir, mais que vous n’avez pas de bonnes chaussures de course, vous avez donc mal à chaque fois que vous courez. Vous ne pouvez plus le supporter, alors vous décidez de rechercher une paire de chaussures de course parfaite. 

Considération

À cette étape, vous réaliserez toutes les options et solutions illimitées dont vous disposez. C’est ce qu’on appelle l’étape de la considération ou de la recherche. Vous allez probablement parcourir plusieurs sites Web, lire d’innombrables blogs et même peut-être regarder des vidéos qui examinent les chaussures de course.

Décision

Une fois que vous avez choisi la meilleure paire de chaussures de course pour vos besoins, vous êtes à l’étape de la décision. C’est l’étape où vous déterminez la marque ou le fournisseur auprès duquel vous souhaitez acheter vos chaussures de course. 

L’équipe de stratégie d’inbound marketing pour chaque fournisseur / marque que vous avez recherché est en arrière-plan pour créer du contenu pertinent et des campagnes d’inbound marketing pour attirer votre attention. Ils ont étudié le parcours de l’acheteur pour comprendre vos problèmes et proposer les meilleures solutions adaptées à vos besoins. 

Entrons dans la stratégie. 

Qu’est – ce qu’une stratégie d’Inbound marketing?

L’inbound marketing comprend quatre étapes. Ce sont:

  1. Attirer
  2. Convertir
  3. Réaliser
  4. Ravir

Attirer le client 

Lorsque vous essayez d’attirer, vous le faites en utilisant un contenu intéressant et pertinent pour attirer les utilisateurs à visiter votre site Web. Vous les incitez à faire le voyage d’un acheteur sur votre site Web. Vous pouvez écrire du contenu de différentes manières. Facebook, Instagram ou même des vidéos vous permettent d’écrire des articles de blog pour attirer les utilisateurs. 

Le point important du contenu est qu’il doit être pertinent, engageant et séduisant afin que vous puissiez établir une confiance et établir une connexion avec l’utilisateur. 

Convertir le client 

Une fois que vous avez l’utilisateur sur votre site Web, vous devez le convertir pour effectuer un achat et être un client régulier et satisfait. 

Lorsque vous convertissez, vous le faites en fournissant à l’utilisateur plus de contenu en mettant particulièrement l’accent sur l’aide à l’utilisateur à résoudre un problème auquel il pourrait être confronté. Simultanément, vous pouvez également obtenir des informations sur l’utilisateur à ce stade de la stratégie d’inbound marketing. 

Il existe également un autre type de contenu que vous pouvez écrire pour convertir les utilisateurs. Cela peut s’appliquer aux personnes qui vendent principalement des services au lieu de produits spécifiques. Par exemple, vous pourriez proposer des cours de rédaction de contenu. L’utilisateur doit s’inscrire pour accéder au contenu que vous partagez sur votre site Web concernant la rédaction de contenu. Il peut s’agir d’un livre électronique gratuit de votre offre (en plus des cours), d’un contenu de formulaire PDF avec d’excellents conseils ou d’un webinaire. Dans tous ces cas, l’utilisateur doit s’inscrire sur votre site Web pour accéder au contenu. Lorsque l’utilisateur s’inscrit, il passe d’un visiteur à un client principal. 

Réaliser la vente au client

Une fois que vous avez votre client principal, il est temps de conclure l’affaire. Dans la phase finale, vous devez vous concentrer sur le lead nurturing (renforcer et entretenir les relations), le lead scoring (une méthode pour déterminer la valeur des leads) et l’automatisation des leads (gère vos efforts de génération de leads sans votre participation). Vous devez également continuer à fournir du contenu pertinent à cette étape. À cette étape, la stratégie d’inbound marketing convertit un client principal en un client réel. 

Ravir le client

Une fois que votre client a effectué un achat, cela ne signifie pas que vous devez cesser de le ravir. C’est exactement le contraire; vous devriez continuer à tendre vers le client pour l’aider à favoriser la fidélité. 

À la fin de la journée, vous voulez un client régulier. Gardez à l’esprit qu’il est beaucoup plus facile de garder un client que de gagner un nouveau client car un client existant connaît déjà votre marque et vos produits. 

Les clés de la stratégie d’inbound marketing

Maintenant que vous savez en quoi consiste la stratégie d’inbound marketing, vous devez connaître les clés primaires sur lesquelles vous devez vous concentrer. 

Contenu

Vous avez peut-être déjà entendu cela; le contenu est roi! De plus, le contenu dans le contexte est le sens de l’inbound marketing. Si nous revenons en arrière et considérons la stratégie d’inbound marketing, le contenu est l’ingrédient crucial de la première et de la deuxième étape. Avec le contenu, vous attirez des gens sur votre site Web, et c’est avec le contenu que vous convainquez les utilisateurs de vous donner leurs informations afin que vous puissiez les contacter. 

En raison de l’importance du contenu dans l’inbound marketing, il existe deux facteurs énormes dans l’inbound marketing: le marketing de contenu et le marketing SEO. Cela signifie que vous souhaitez vous assurer de créer un contenu pertinent et passionnant optimisé pour le référencement, ce qui signifie que vous souhaitez que votre contenu soit classé en tête du moteur de recherche de Google. Vous voulez que les gens trouvent facilement votre site Web! 

Blog

– Publications sur les réseaux sociaux

– Vidéos Youtube

Ce sont d’excellents moyens de partager votre contenu avec le monde entier. 

– Livres électroniques

– Webinaires

– Checklist

Ce sont d’excellents moyens de convertir vos utilisateurs en clients potentiels.  

Appel à l’action

Il est essentiel de connaître vos objectifs d’inbound marketing dès le début. Votre principal objectif d’inbound marketing devrait être de convertir les utilisateurs de votre site Web en clients potentiels. 

L’utilisation des CTA, des formulaires et des pages de destination sont des moyens de convertir vos utilisateurs en clients potentiels.

CTA / pages de destination/formulaires

CTA est un bouton de phrase courte que vous placez quelque part dans votre contenu. Le bouton est là pour encourager l’utilisateur à cliquer dessus pour visiter la page de destination pour en savoir plus sur l’eBook ou le webinaire que vous proposez.

Une page de destination est l’endroit où vous avez plus d’informations sur l’élément que vous proposez; l’utilisateur peut lire à ce sujet et décider de remplir le formulaire pour accéder, par exemple, au webinaire. 

Le formulaire vous permettra d’obtenir plus d’informations sur votre client principal. 

Conseil: Vous pouvez également utiliser un bouton CTA pour convertir votre prospect en client en l’encourageant à acheter vos produits/services. 

Automatisation du marketing 

L’automatisation du marketing est la clé finale de votre stratégie d’inbound marketing. L’automatisation du marketing vous permettra de convertir votre lead en client. L’automatisation du marketing vous aidera à nourrir vos clients potentiels par le biais d’e-mails, de flux de travail de vente et de notation des prospects.