{"id":243,"date":"2022-09-30T12:10:00","date_gmt":"2022-09-30T10:10:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=243"},"modified":"2024-06-05T11:57:32","modified_gmt":"2024-06-05T09:57:32","slug":"inbound-marketing-ou-marketing-entrant","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/09\/30\/inbound-marketing-ou-marketing-entrant\/","title":{"rendered":"Inbound Marketing ou Marketing entrant"},"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\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<h2 class=\"wp-block-heading\" id=\"qu-est-ce-que-l-inbound-marketing-\">Qu\u2019est-ce que l\u2019inbound marketing ?<\/h2>\n\n\n\n<p>L\u2019inbound marketing est une m\u00e9thodologie de marketing con\u00e7ue pour attirer l\u2019attention des visiteurs et des clients potentiels plut\u00f4t que de faire la promotion d\u2019une marque, d\u2019un produit ou d\u2019un service aupr\u00e8s des prospects dans l\u2019espoir de g\u00e9n\u00e9rer des leads ou des clients.<\/p>\n\n\n\n<p>En termes de marketing num\u00e9rique, cela signifie utiliser\u00a0<strong>une combinaison de canaux de marketing<\/strong>\u00a0: le plus souvent\u00a0le marketing de contenu, l\u2019optimisation des moteurs de recherche (SEO), et les r\u00e9seaux sociaux, de mani\u00e8re cr\u00e9ative pour attirer l\u2019attention des gens. L\u2019objectif d\u2019une\u00a0campagne d\u2019Inbound Marketing\u00a0r\u00e9ussie est d\u2019augmenter la couverture et de g\u00e9n\u00e9rer un trafic, un engagement et des conversions de qualit\u00e9 en utilisant des m\u00e9dias \u00ab sensibilis\u00e9s \u00bb et \u00ab propri\u00e9taires \u00bb.<\/p>\n\n\n\n<p>Le\u00a0fournisseur de logiciels d\u2019inbound marketing HubSpot\u00a0a invent\u00e9 l\u2019expression \u00ab inbound marketing \u00bb en 2006. HubSpot d\u00e9finit l\u2019inbound marketing comme le processus d\u2019attirer, de convertir, d\u2019engager et de satisfaire les clients. Gr\u00e2ce \u00e0 l\u2019utilisation de diff\u00e9rents types de contenu \u00e0 diff\u00e9rentes \u00e9tapes du cycle d\u2019achat,\u00a0<strong>la \u00ab m\u00e9thodologie inbound \u00bb est \u00ab la meilleure fa\u00e7on de transformer les visiteurs en clients et promoteurs de votre entreprise \u00bb<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"inbound-marketing-vs-outbound-marketing-marketing-sortant-\">Inbound Marketing vs Outbound Marketing (marketing sortant)<\/h2>\n\n\n\n<p>La cl\u00e9 pour comprendre les diff\u00e9rences entre l\u2019inbound et l\u2019outbound marketing r\u00e9side dans le nom. L\u2019inbound marketing vise \u00e0&nbsp;<strong>attirer des clients potentiels vers les produits<\/strong>, tandis que l\u2019outbound marketing consiste \u00e0&nbsp;<strong>faire la promotion d\u2019un produit d\u2019une entreprise aupr\u00e8s des consommateurs<\/strong>. L\u2019inbound marketing consiste \u00e0 gagner l\u2019attention, tandis que l\u2019outbound marketing consiste g\u00e9n\u00e9ralement \u00e0 l\u2019acheter.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"inbound-marketing-soyez-r-f-rent-sur-votre-march-\">Inbound Marketing : Soyez r\u00e9f\u00e9rent sur votre march\u00e9<\/h3>\n\n\n\n<p>L\u2019inbound marketing utilise des m\u00e9dias propri\u00e9taires et sensibilis\u00e9s afin d\u2019attirer des clients potentiels de mani\u00e8re cr\u00e9ative.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les m\u00e9dias propri\u00e9taires<\/strong>&nbsp;sont les canaux contr\u00f4l\u00e9s par l\u2019entreprise. Par exemple, votre site Web, votre blog, les profils de m\u00e9dias sociaux de votre marque, les pages d\u2019accueil de vos produits et votre canal YouTube. Vous choisissez ce que vous voulez publier, comment et quand le publier.<\/li>\n\n\n\n<li><strong>Les m\u00e9dias sensibilis\u00e9s<\/strong>&nbsp;constituent la couverture que vous gagnez gr\u00e2ce \u00e0 vos efforts. Hors ligne, cela inclut la couverture traditionnelle dans les journaux et les magazines. En ligne, cela comprend la couverture sur les sites d\u2019actualit\u00e9s souvent obtenus par le biais de relations publiques num\u00e9riques, mais aussi des mentions sur les m\u00e9dias sociaux, l\u2019utilisation d\u2019un hashtag de campagne, les conversations dans les forums en ligne, et les commentaires en ligne. Vous exercez moins de contr\u00f4le sur les m\u00e9dias sensibilis\u00e9s, mais cela devrait \u00eatre une r\u00e9compense pour le travail que vous avez investi dans votre campagne d\u2019inbound marketing.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"inbound-marketing-vs-outbound-marketing\">Inbound marketing vs Outbound marketing<\/h2>\n\n\n\n<p>D\u2019autre part, l\u2019intbound marketing est habituellement coupl\u00e9 \u00e0 des campagnes payantes. Inbound marketing et publicit\u00e9s ne sont donc pas oppos\u00e9es mais compl\u00e9mentaires. Les campagnes publicitaires vont volontiers s\u2019appuyer sur des contenus et pages optimis\u00e9es afin d\u2019am\u00e9liorer leur taux de conversion.<\/p>\n\n\n\n<p>Il peut s\u2019agir de publicit\u00e9 traditionnelle hors ligne, de publicit\u00e9 de liens sponsoris\u00e9s et de placard publicitaire, ou d\u2019e-mails payants. Les m\u00e9dias payants englobent \u00e9galement la publicit\u00e9 sur les m\u00e9dias sociaux, par exemple la publicit\u00e9 sur Facebook ou sur Twitter. La publicit\u00e9 sur Facebook, par exemple, vous permet de promouvoir votre contenu et votre campagne aupr\u00e8s de votre public cible, quelle que soit sa niche.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-avantages-de-l-inbound-marketing\">3 avantages de l\u2019inbound marketing<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-g-n-re-une-audience-de-qualit-\">1. G\u00e9n\u00e8re une audience de qualit\u00e9<\/h3>\n\n\n\n<p>En concentrant\u00a0votre strat\u00e9gie d\u2019inbound marketing\u00a0sur l\u2019atteinte des bons publics au bon endroit, vous pouvez attirer vos clients cibles afin d\u2019atteindre vos objectifs de marketing num\u00e9rique. Au lieu de d\u00e9penser de l\u2019argent pour attirer le trafic de gens qui ne se convertiront probablement jamais.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-am-liore-l-exp-rience-client\">2. Am\u00e9liore l\u2019exp\u00e9rience client<\/h3>\n\n\n\n<p>L\u2019inbound marketing consiste \u00e0 donner aux clients potentiels l\u2019information qu\u2019ils recherchent, m\u00eame s\u2019ils ne le savent pas encore, d\u2019une mani\u00e8re cr\u00e9ative et engageante. Il ne s\u2019agit pas de pousser les ventes non d\u00e9sir\u00e9es \u00e0 chaque occasion. En utilisant l\u2019inbound marketing comme moyen de pr\u00e9senter votre marque comme une ressource utile et fiable, l\u2019objectif est qu\u2019ils viendront \u00e0 vous au moment de l\u2019achat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-permet-l-omnicanalit-de-votre-strat-gie\">3. Permet l\u2019omnicanalit\u00e9 de votre strat\u00e9gie<\/h3>\n\n\n\n<p>En recherchant un trafic de qualit\u00e9 provenant de diff\u00e9rentes sources (recherche organique,\u00a0r\u00e9f\u00e9rencement sur les m\u00e9dias sociaux, r\u00e9f\u00e9rencement sur d\u2019autres sites Web parlant de votre travail extraordinaire), vous r\u00e9duisez la d\u00e9pendance \u00e0 un seul canal, et donc le risque associ\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"l-impact-de-l-inbound-marketing\">L\u2019impact de l\u2019Inbound marketing<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"-valuation\">\u00c9valuation<\/h3>\n\n\n\n<p>Mesurer l\u2019impact de l\u2019inbound marketing d\u2019une mani\u00e8re qui d\u00e9montre un retour sur investissement compr\u00e9hensible a toujours \u00e9t\u00e9 difficile. La cl\u00e9 est d\u2019\u00eatre clair d\u00e8s le d\u00e9but.<\/p>\n\n\n\n<p>Il se peut que vous ne puissiez pas suivre le nombre de leads g\u00e9n\u00e9r\u00e9s comme r\u00e9sultat direct de votre campagne, mais vous pouvez suivre :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>le nombre de t\u00e9l\u00e9chargements de votre ressource,<\/li>\n\n\n\n<li>la dur\u00e9e moyenne de visionnage de votre vid\u00e9o,<\/li>\n\n\n\n<li>le nombre de nouveaux abonn\u00e9s des m\u00e9dias sociaux,<br>\u2026<\/li>\n<\/ul>\n\n\n\n<p>Lorsque vous planifiez votre campagne, soyez clair sur ce que vous essayez d\u2019accomplir et mesurez cela de fa\u00e7on appropri\u00e9e et honn\u00eate. De cette fa\u00e7on, les attentes de chacun sont \u00e9tablies, et donc plus susceptibles d\u2019\u00eatre satisfaites.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"strat-gie-long-terme\">Strat\u00e9gie \u00e0 long terme<\/h3>\n\n\n\n<p>Le succ\u00e8s des campagnes d\u2019inbound marketing ne se fait pas du jour au lendemain. Elles prennent du temps \u00e0 planifier, \u00e0 mettre en \u0153uvre et \u00e0 affiner. Cela peut aussi exiger beaucoup de main-d\u2019\u0153uvre. Vous pourriez avoir besoin de cr\u00e9ateurs de contenu, de concepteurs, de d\u00e9veloppeurs, de sp\u00e9cialistes de la sensibilisation, de sp\u00e9cialistes du marketing des m\u00e9dias sociaux et d\u2019un directeur de campagne pour tout mettre en place. Cela dit, si vous consacrez votre temps et vos efforts \u00e0 la bonne campagne, vous devriez avoir quelque chose qui continue d\u2019offrir de la valeur dans un avenir pr\u00e9visible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"exemples-d-inbound-marketing\">Exemples d\u2019inbound marketing<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Des hubs de contenu offrant des guides vid\u00e9o, des blogs, des \u00e9tudes de cas, des webinaires, des livres blancs et des informations sur des produits connexes.<\/li>\n\n\n\n<li>Du contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs et des campagnes de marketing sur les m\u00e9dias sociaux, comme les concours de photographie ou la collecte d\u2019\u00e9valuations.<\/li>\n\n\n\n<li>Du contenu interactif en ligne cr\u00e9\u00e9 en partenariat avec des entreprises connexes afin d\u2019accro\u00eetre les possibilit\u00e9s promotionnelles et de relations publiques num\u00e9riques.<\/li>\n\n\n\n<li>Cr\u00e9ation de contenu de qualit\u00e9 pour votre public\u00a0cible par le biais du blog de votre entreprise.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"l-importance-de-l-analyse-et-du-peaufinage\">L\u2019importance de l\u2019analyse et du peaufinage<\/h2>\n\n\n\n<p>S\u2019il y a une chose que vous devez retenir au sujet de l\u2019inbound marketing, c\u2019est l\u2019importance de suivre les performances et d\u2019affiner votre approche en cons\u00e9quence. C\u2019est l\u00e0 que l\u2019\u00e9valuation entre en jeu. D\u00e9couvrez quels messages, types de contenu de valeur, images, appels \u00e0 l\u2019action, etc. fonctionnent le mieux pour votre public cible et assurez-vous de les mettre en \u0153uvre sur une base permanente, ou dans votre prochaine campagne.<\/p>\n\n\n\n<p><\/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\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Qu\u2019est-ce que l\u2019inbound marketing ? L\u2019inbound marketing est une m\u00e9thodologie de marketing con\u00e7ue pour attirer l\u2019attention des visiteurs et des clients potentiels plut\u00f4t que de faire la promotion [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":244,"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":[29,42],"class_list":["post-243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communication-digitale","tag-strategie-marketing"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2024\/05\/inbound-marketing-ou-marketing-entrant.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 ou Marketing entrant - 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\/09\/30\/inbound-marketing-ou-marketing-entrant\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inbound Marketing ou Marketing entrant - B-REPUTATION\" \/>\n<meta property=\"og:description\" content=\"Temps de lecture\u00a0:  4 minutesQu\u2019est-ce que l\u2019inbound marketing ? 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