inbound marketing - sendabee @le rendez vous annuel du digital 2014
DESCRIPTION
Aujourd'hui, presque 9 entreprises sur 10 dans le monde utilisent les techniques de l'Inbound Marketing. Et vous? Découvrez d'où vient l'Inbound Marketing, quelles tendances l'ont fait naître et ce vers quoi il aspirera dans un futur proche.TRANSCRIPT
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o u c o m m e n t m e t t r e l e m a r k e t i n g !d a n s t o u s s e s é t a t s !
R e n d e z - v o u s a n n u e l d u d i g i t a l 1 0 / 1 0 / 2 0 1 4
Inbound Marketing
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Marie Laenen Co-founder Web Content Creation
Bonjour !
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Vue d’ensemble
1 INBOUND vs OUTBOUND
2 METRICS vs STATISTICS
3 A.I.D.A.
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TIME Story
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{ } 1 INBOUND
OUTBOUND
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INBOUND MARKETING!“
“ , 2006. !
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A methodology that focuses on creating quality content that pulls people toward your company and product.!
“ “ HUBSPOT, State of Inbound 2014
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HUBSPOT, State of Inbound 2014
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{ } 2 METRICS
STATISTICS
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If inbound marketing were a sports team, data would be the coach.
“ “ HUBSPOT, State of Inbound 2014
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{ } 3 A.I.D.A.
Attention – Intérêt – Désir – Action
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{ } ATTENTION
A.I.D.A.
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CHAPITRE 1:
Amendements concernant
les allocations budgétaires du Q1 2015
A.I.D.A. – ATTENTION!
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L
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A.I.D.A. – ATTENTION!
Les subsides alloués à l’installation de panneaux solaires seront majorés
de 15 % en 2015!
Le soleil est mis à l’honneur cette année.
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J
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A.I.D.A. – ATTENTION!
Ajouter:
v Image (visages, regards) v Vidéo v Gifs animés v Titre attractif & original v Sous-titre qui résume le texte v Données précises v Max. d’infos en un min. de temps
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{ } INTERET
A.I.D.A.
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A.I.D.A. – ATTENTION!
Partager du contenu de qualité à forte valeur ajoutée: v valeur exclusive (scoop)
v valeur unique (avantage comparatif, différenciation)
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{ } DESIR
A.I.D.A.
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A.I.D.A. – DESIR!
Se poser les bonnes questions:
v Qui est mon interlocuteur? v Que veut-il?
v Comment lui fournir ce qu’il désire?
Utiliser des PERSONAS
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A.I.D.A. – DESIR!
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{ } ACTION
A.I.D.A.
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A.I.D.A. – ACTION!Faciliter le passage à l’action (Call to Action)
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A.I.D.A. – ACTION!Eviter les pièges !
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A.I.D.A.!
ATTENTION
INTERET
DESIR
ACTION
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{ } CONCLUSION
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“ “ HUBSPOT, State of Inbound 2014
Businesses now turn to inbound methodologies to power sales (25%) and even customer service (10%). […] make no mistake: Inbound has become an interdepartmental phenomenon. !"