We hear more and more about “inbound marketing” among companies who discover that the classic communication scheme does not work on the web. But this marketing strategy is much more than a set of tactics: it is a mentality …

Definitions are pouring in from all over the web and many web professionals are “converting.” Suddenly everyone is making content and many of them are jumping on this new trend.

There are many articles on the “how” and the “inbound” process, including this excellent article on CWT Advertising Co’m by D. Grillat, so I’m not going to be harping on the definitions and principle of this strategy.

So beyond this definition, it seems important to me to explain what, in my opinion, makes the difference between those who see inbound marketing as just a set of tactics and those who find themselves there by conviction and adhere to the mentality to build a corporate culture and a competitive advantage.

1- Don’t just become “your own media”, be interesting and help your audience

You’ve probably heard the explanation that content marketing or inbound marketing is ” become your own media and attract visitors to convert them into customers. “This is not false, but it is not necessarily a very good summary either.

Media business models are based on audience monetization through advertising (especially in these times when content is less and less monetizable). This leads many media to give in to the temptation of “Clickbait” titles in order to be able to attract maximum traffic and justify higher prices for advertising placements.

The purpose of an inbound strategy is not to attract the maximum number of visitors (except to impress the bosses), but to attract good visitors who can directly or indirectly benefit the company and its turnover. For this, you need to perfectly integrate the types of conscious or subconscious problems and the personality of the people you want to help (and not “target”) with the content produced.

2 – In terms of content, quality must finally come before quantity

Content must be established as a strategic function in your business (I can only recommend assimilating Robert Rose’s answers) keeping in mind the customer journey and the goals of your business. Only what benefits these two factors can be sustainable in the long term.

For the vast majority of companies, it will be necessary to choose between the production and frequent publication of a lower quality and a lower frequency for a higher quality of content. Especially since we know that the ability to concentrate is reduced more and more among content consumers! And yet many companies are trying to “engage the customer” more and more.

Source: Marketoonist (Tom Fishburne)

It suffices to systematically remember a fundamental principle: the most precious thing in our life is time. We marketers tend to want to keep the customer in touch with the business for as long as possible. It takes commitment. Whether on social networks, on the blog or the corporate site etc.

Let’s stop thinking and producing for machines (“your article must be a minimum of 800 words”) and start putting “persona” – the person we imagine consuming the content once published – at the center of the strategy. Which brings us to the next point.

3 – The corporate culture must be customer-centric

Inbound marketing starts with an awareness that a new paradigm is essential. Communication should no longer be seen as advertising but as a service that leads to a beneficial relationship for both parties. This implies a large number of changes in different areas of companies: customer service, strategic, operational and communication marketing, internal processes, website structure etc.

We (marketers) tend to think about the business (and ourselves!) And the data we can sell to superiors first, rather than looking at the customer experience holistically. An example you say?

Lately I came across an article from a recognized blog that presented a tool that drastically lowers the bounce rate, by diverting the visitor who wants to leave the site on another page.

No but without messing around, there is no way to be more annoying … If as a user I cannot find information and I want to leave the site, all that will cause is anger or frustration. Yet the marketer behind this initiative says “cool, my bounce rate has gone from 50% to 5%, it’s great, my boss will be happy! “

4 – Data is good, common sense and contact in real life is better

“Measure everything you can measure, knowing that not everything can be measured”

“Measure everything you can measure, knowing that not everything can be measured”

Because yes indeed, a modern marketer has to gather all the data he can collect to be able to base his decisions on figures that make us better understand the customer.

However, this frenzy of data often leads to blindness. We see causalities where we want to see them and forget to step back. I have spent several days analyzing data when five conversations with the target segment would have been enough …

Inbound marketing strategies tend to place too much value on quantitative data and too little on qualitative data. Inbound marketing is as much art as science.

Inbound marketing is not complicated

Stop following the advice of pseudo-gurus (or ninjas) to “boost your traffic” and always think about the person you are talking to. Stop writing “minimum 800 words” articles and help the consumer quickly while seeing how this can benefit your business. Be social, enjoy the exchanges around your content and that of others.

Inbound marketing is modern communication, it is communicating as we would like if we were the “target.” “