Inbound Strategy: Let's at least look at the appearance of virtue!


An inbound strategy has fundamentals that we tend to neglect. It was quick to recover the reflexes of ordinary marketing. And yet.

As a reminder, inbound marketing refers to tactics designed to attract and bring consumers to the product. We also speak of marketing pullover. The symbol often used is the magnet.

But originally, the pull strategy was practiced primarily through media advertising and direct marketing campaigns. The aim was then to make believe the virtues of the product. I speak of this concept of "make believe" in an article on dramatization as advertising speech.

On the contrary, an inbound strategy must be useful. His virtue is to make known, not to believe.

In fact, e-marketing has jostled habits. The virtues of the brand, the experience and the benefits it provides through its solutions (we do not talk about products) have become selective criteria of first importance.

Suddenly, it is the whole strategic approach that is turned upside down. In short, isolate 

4 fundamentals of a really attractive inbound strategy, in every sense of the term.

In an inbound strategy, everything happens "around”...

Around the product, around the use that people make of it, around the features, around 
... What do we have to say to our prospects and customers, around a table, an event of life, a date in the calendar?

In fact, the relationship with our prospects and our customers is to reinvent. More precisely: the relationship with our prospects and customers is to build.  Truly. Because what is the relationship when we make a mass audience believe that our product is the best for them.

Basically, an inbound strategy requires us to focus on the real needs of our communities. To blend in with their daily lives in their skin. And then to accompany them day by day, to anticipate their questions. To provide them with answers.

In other words, an inbound content plan assumes that content is planned to equip, document - enlighten - our targets. Virtuously. Generously. In a logic of giving and against-so.

This is the message: give them meaning, they will give us esteem. Let's share our knowledge, our expertise to make their life easier. In doing so, they are informed, educated and entertained. That's what I call content-service.

Therefore, inbound marketing implies a shift away from advertising to approach the field of communication. The brand departs from the "I" to tend towards the "we", the community.

In the organization, everything happens horizontally
I'm not saying that marketing has to flirt with sales people. IT is messing with communication. Although ... The idea is to create a culture of content throughout the organization. In a transversal way.

No more silos!
That product managers share their sandwich with traffic managers. That developer accept the chocolate boxes of content managers ... All have to learn from the practices of others as the disciplines today produce integrated effects on the results. And also share the benefits of good performance indicators.

All positions and divisions of the company are concerned with the culture of the content. Because the questions and "concerns" of the targets, which are treated in an inbound content, the solutions that we bring to the customers' problems have, fundamentally, nothing to do with pure marketing.

Content culture in an inbound strategy
Educate, train, and sensitize leaders and people on the ground in the organization to this new way of getting in touch with the targets. That's the issue. Still after 20 years of the Internet. This implies, first and foremost, that the directorates and operational staff understand the mechanisms of an inbound strategy and its user-centric orientation. In my opinion, there are 3 levels of awareness:

·        First, the conceptual training, global: to make understand to the leaders, sup. The fundamentals of inbound marketing.

·        Then strategic training, for project managers: helping them to supervise actions, to appreciate the quality of a campaign produced by a provider, to properly supervise the inbound strategy.

·        Finally, practical training for operational staff: tools, models, charters, quantitative and qualitative criteria, performance indicators, checklists ...

From Pedagogy to Marketing to Educational Marketing

Therefore, this content culture is closely related to a culture of pedagogy. It is a matter of allowing all the instants of the organization - even external service providers - to appropriate the right knowledge to better control the value chain better communicate on the products better inform the prospect in pre-sales and document the decision-making process.

It is also a content-service that this ongoing training. Even educational marketing. Because one can imagine that the organization conceives its educational heritage as a content that meets needs, arouses the envy of com or webmasters, or after-sales service to watch the series of video capsules on the intranet, which deals with the value proposition of the new product line.

This marketing approach to pedagogy has been gaining momentum in recent years. E-learning, moocs, etc. have been integrated into HR. It can be integrated in different approaches:

·        help with conversion: better document the purchase,  increase product knowledge, improve the product in the light of the interactions between marketing and sales, and product line ...

·        communication aid  : better prepare and present your products for communication and marketing tools
·    
    Help with specialization: build skills on the secondary but transversal aspects of his discipline: SEO and Web writing, development and user experience, UX design and conversion...


Inbound Strategy: Let's at least look at the appearance of virtue! Inbound Strategy: Let's at least look at the appearance of virtue! Reviewed by Glam Treat on 01:08:00 Rating: 5

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