{"id":183,"date":"2022-06-02T15:24:00","date_gmt":"2022-06-02T13:24:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=183"},"modified":"2024-06-05T11:58:18","modified_gmt":"2024-06-05T09:58:18","slug":"inbound-marketing-et-e-reputation-le-duo-gagnant","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/06\/02\/inbound-marketing-et-e-reputation-le-duo-gagnant\/","title":{"rendered":"Inbound marketing et e-reputation : le duo gagnant ?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p><strong>Ces derni\u00e8res ann\u00e9es, Internet a fondamentalement chang\u00e9 le regard que portent les consommateurs sur les sollicitations commerciales. Certains internautes, lass\u00e9s d\u2019\u00eatre sans cesse interpell\u00e9s, utilisent des bloqueurs de publicit\u00e9 (ou\u00a0<em>adblocks<\/em>) pour ne plus \u00eatre importun\u00e9s. D\u00e9sormais, pour continuer \u00e0\u00a0rester attractives,\u00a0les entreprises doivent modifier leur \u00e9tat d\u2019esprit. Leur objectif n\u2019est plus d\u2019aller chercher le client, mais de le faire venir \u00e0 elles spontan\u00e9ment. Cette strat\u00e9gie, appel\u00e9e \u00ab Inbound Maketing \u00bb, pr\u00e9sente des similitudes avec un autre concept essentiel dans le webmarketing :\u00a0l\u2019e-reputation.\u00a0Dans quelle mesure ces deux notions se compl\u00e8tent-elles ? Peut-on les envisager l\u2019une sans l\u2019autre ?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"inbound-marketing-et-e-reputation-d-finitions\">Inbound Marketing et e-reputation : d\u00e9finitions<\/h2>\n\n\n\n<p>L\u2019Inbound Marketing, ou marketing entrant, est avant tout une strat\u00e9gie d\u2019image. L\u2019objectif est d\u2019amener les consommateurs \u00e0 se diriger naturellement vers son entreprise, plut\u00f4t que de tenter de les attirer co\u00fbte que co\u00fbte.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Se montrer assez attrayant pour parvenir \u00e0 ce r\u00e9sultat n\u2019est bien \u00e9videmment pas instantan\u00e9. Pour y parvenir, il faut commencer par\u00a0g\u00e9n\u00e9rer suffisamment de trafic,\u00a0et ensuite convertir les prospects ainsi gagn\u00e9s en clients,<\/li>\n\n\n\n<li>Pour cela, les entreprises doivent\u00a0devenir un m\u00e9dia \u00e0 part enti\u00e8re. Il s\u2019agit d\u2019attirer les consommateurs gr\u00e2ce \u00e0 du contenu de grande qualit\u00e9, se pr\u00e9sentant sous des formes attirantes (vid\u00e9os, articles, infographies\u2026).<\/li>\n<\/ul>\n\n\n\n<p>L\u2019e-reputation\u00a0quant \u00e0 elle, est tout simplement le pendant digital de la r\u00e9putation. Elle repr\u00e9sente la fa\u00e7on dont vous \u00eates per\u00e7us sur Internet, autrement dit l\u2019image que vous renvoyez \u00e0 votre audience.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La gestion de l\u2019e-reputation\u00a0n\u00e9cessite d\u2019avoir un discours ma\u00eetris\u00e9, et des \u00e9changes de qualit\u00e9 avec vos consommateurs,<\/li>\n\n\n\n<li>L\u2019e-reputation n\u2019est pas seulement la fa\u00e7on dont vous vous montrez aux internautes, c\u2019est \u00e9galement la fa\u00e7on dont ceux-ci parlent de vous. Par exemple, vos\u00a0avis clients font partie de votre e-reputation, y compris ceux que vous n\u2019avez pas sollicit\u00e9s directement.<\/li>\n<\/ul>\n\n\n\n<p>Quizz&nbsp;: \u00e9valuez votre&nbsp;maturit\u00e9&nbsp;digitale en&nbsp;10&nbsp;questions&nbsp;!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"les-liens-entre-inbound-marketing-et-e-reputation\">Les liens entre Inbound Marketing et e-reputation<\/h2>\n\n\n\n<p>On constate qu\u2019un certain nombre de strat\u00e9gies utilis\u00e9es dans l\u2019Inbound Marketing et dans la\u00a0gestion de l\u2019e-reputation\u00a0sont communes. Dans les deux cas, il est question d\u2019image renvoy\u00e9e et per\u00e7ue.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La cr\u00e9ation de contenu de qualit\u00e9 est une condition plus que cruciale, puisqu\u2019elle permet de se positionner comme un prescripteur relayant des informations de qualit\u00e9. R\u00e9diger du contenu permet \u00e9galement de grandement\u00a0am\u00e9liorer son r\u00e9f\u00e9rencement, augmentant donc m\u00e9caniquement sa visibilit\u00e9,<\/li>\n\n\n\n<li>Un autre \u00e9l\u00e9ment permettant de se montrer attirant est l\u2019orientation client : revendiquer et appliquer une culture d\u2019entreprise d\u00e9di\u00e9e \u00e0\u00a0la satisfaction client\u00a0g\u00e9n\u00e8re de nombreuses r\u00e9actions. Bouche-\u00e0-oreille, avis en ligne, recommandations\u2026 Tous ce contenu positif autour de vous participe \u00e0 votre attractivit\u00e9.<\/li>\n<\/ul>\n\n\n\n<p>Finalement, ces deux strat\u00e9gies participent \u00e0 l\u2019am\u00e9lioration de votre visibilit\u00e9 digitale, g\u00e9n\u00e8rent du trafic et am\u00e9liorent la qualit\u00e9 per\u00e7ue de votre entreprise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"mise-en-place-concr-te\">Mise en place concr\u00e8te<\/h2>\n\n\n\n<p>Qu\u2019il s\u2019agisse d\u2019e-reputation ou d\u2019Inbound Marketing, la mise en place concr\u00e8te de ces strat\u00e9gies passe par des \u00e9tapes communes :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Optimiser son r\u00e9f\u00e9rencement, afin d\u2019attirer du trafic qualifi\u00e9. Pour cela, plusieurs techniques peuvent \u00eatre utilis\u00e9es conjointement : \u00e9criture d\u2019articles de blog, cr\u00e9ation de vid\u00e9os, utilisation strat\u00e9gique\u00a0des r\u00e9seaux sociaux\u00a0pour constituer une communaut\u00e9 de \u00ab fans \u00bb \u2026<\/li>\n\n\n\n<li>Convertir les visiteurs en prospects, en les incitant \u00e0 indiquer leurs coordonn\u00e9es en \u00e9change de\u00a0contenu de qualit\u00e9.\u00a0Pour cela, vous pouvez proposer des livres blancs ou des infographies \u00e0 t\u00e9l\u00e9charger gr\u00e2ce \u00e0 des call-to-action plac\u00e9s intelligemment,<\/li>\n\n\n\n<li>Transformer ces prospects en consommateurs en mettant en place un parcours client clair et attirant. Des campagnes d\u2019e-mailing ou des newsletters peuvent vous aider \u00e0 acqu\u00e9rir une r\u00e9putation d\u2019expert dans votre domaine,<\/li>\n\n\n\n<li>Enfin, en proposant une exp\u00e9rience client m\u00e9morable, les clients ainsi gagn\u00e9s deviendront de\u00a0v\u00e9ritables ambassadeurs,\u00a0participant alors au maintien de votre r\u00e9putation !<\/li>\n<\/ul>\n\n\n\n<p>Pour rester pertinent sur le long terme, pensez \u00e0 r\u00e9guli\u00e8rement vous remettre en question :\u00a0interrogez vos clients en recueillant leurs avis, et mettez-les en avant pour rassurer les prospects suivants !<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Ces derni\u00e8res ann\u00e9es, Internet a fondamentalement chang\u00e9 le regard que portent les consommateurs sur les sollicitations commerciales. Certains internautes, lass\u00e9s d\u2019\u00eatre sans cesse interpell\u00e9s, utilisent des bloqueurs de [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":185,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","_uag_custom_page_level_css":"","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[43],"tags":[29,28,42],"class_list":["post-183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communication-digitale","tag-entreprendre-en-ligne","tag-strategie-marketing"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2022\/06\/inbound-marketing-et-e-reputation-duo-gagnant.png","author_info":{"display_name":"Margaux Blanc","author_link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/author\/mblanc\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inbound marketing et e-reputation : le duo gagnant ? - B-REPUTATION<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/06\/02\/inbound-marketing-et-e-reputation-le-duo-gagnant\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inbound marketing et e-reputation : le duo gagnant ? - B-REPUTATION\" \/>\n<meta property=\"og:description\" content=\"Temps de lecture\u00a0:  3 minutesCes derni\u00e8res ann\u00e9es, Internet a fondamentalement chang\u00e9 le regard que portent les consommateurs sur les sollicitations commerciales. 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