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Autrement dit : un site internet doit être vu comme une machine à fabriquer du contact entrant.

Cependant, il arrive que cet objectif ne soit pas atteint. Parce que le profil des visiteurs n’est pas dans la cible. Parce que le site ne réussit pas à faire interagir les internautes. Parce que le contenu ne correspond pas aux attentes. Parce qu’il est trop statique. Parce qu’il ne fidélise pas… et si c’est le cas, il faut vite revoir sa copie : c’est du business qui s’évapore !

Avant toute chose, il est nécessaire de garder en tête deux principes clés de manière à comprendre comment le digital a inversé la manière de voir:

Demande VS Offre

Il faut bien comprendre que les médias digitaux sont d’abord des supports qui répondent à la demande, là où les médias classiques (télé, radio, presse,…) mais également les actions commerciales et de communication sortantes restent des supports d’offre.

« J’ai besoin d’un nouvel outil CRM, je cherche sur le web la meilleure solution » : internet va répondre à ma demande.

« -Je reçois un appel entrant ou un e-mail me proposant un outil CRM, je vais éventuellement l’étudier si j’ai du temps alors que ce n’est pas ma demande initiale » : je suis soumis à une offre.

Entre ces deux approches, on voit bien que le process est inversé et qu’il est primordial aujourd’hui d’être suffisamment attractif pour être identifié dans le premier exemple. En conséquence, deux prérequis sont incontournables pour exister sur Internet : d’abord être vu par ceux qui cherchent mon produit ou mon service, ensuite être suffisamment attractif pour qu’ils choisissent mon offre.

Content Vs Design

Aujourd’hui, si la qualité graphique et le design méritent un minimum d’attention, reste qu’ils ne sont pas des éléments différenciants. D’abord parce que les standards disponibles sur le marché permettent largement de développer des sites navigables, ensuite parce que les internautes ne viennent plus admirer des réalisations techniques : ils cherchent du vrai contenu ! Aussi, une fois le minimum requis atteint, mieux vaut se concentrer sur le contenu et l’animation du site pour développer son attractivité et en faire un outil efficace.

L’attractivité : De quoi parle-t-on ?

Il existe deux notions importantes pour un site : la fréquentation et la conversion. La fréquentation est un indicateur quantitatif qui mesure le volume de visiteurs. La conversion est plutôt un indicateur qualitatif qui indique le nombre d’actions effectuées par un internaute sur le site.

On mesure le quantitatif et le qualitatif grâce aux indicateurs de navigation du site qui permettent d’identifier les contenus les plus pertinents, à la fois dans leur fond et leur forme. Pour le référencement, un test facile consiste à vérifier les résultats sur certains mots-clés.

Un site avec un gros trafic mais peu de conversions sera réputé inefficace : son éditeur n’en retirera aucun retour, très peu de leads. En revanche un site avec peu de trafic mais beaucoup de conversions ne permettra pas de développer un gros chiffre par manque de visiteurs.

L’attractivité utile à la stratégie commerciale, celle qui permet de générer des leads entrant pour les équipes commerciales se trouve donc à la croisée de ces deux indicateurs, et il y a quatre étapes pour y parvenir !

4 étapes pour une stratégie d’attractivité gagnante

1. Définir la cible, décrire les personas

Quand on ne sait pas qui on cherche, on a peu de chance de le trouver ! Aussi, pour espérer avoir un site efficace, faut-il avant tout qualifier sa cible, décrire les profils-type des clients (on utilise souvent le terme de « persona »). En précisant les personas, on répond à la question de leurs besoins, de leurs attentes, de leurs demandes. On décrit le cœur de cible en passant en revue tout ce qui peut être caractéristique : l’âge, le sexe, la CSP, la localisation, les centres d’intérêts…Une des clés réside donc dans l’adéquation entre la cible et le mix fond/forme du site.

2. Utiliser le parcours d’achat client

Le parcours d’achat d’un client se découpe en 4 grandes phases :

- La prise de conscience
- La considération
- L’achat
- L’usage

Il est nécessaire de définir précisément le contenu et les canaux utilisés pour chaque interaction. En effet, l’objectif diffère à chacune des étapes et pour être efficace, il faut s’adapter. Pour la prise de conscience par exemple une information courte mais impactante en homepage ou landing page marquera l’esprit du futur client !

3. Créer du contenu

L’attractivité d’un site est directement liée à la qualité du contenu qui est proposé. Ainsi, l’inbound marketing consiste à diffuser une production éditoriale de qualité, ciblée et régulière, avec une valeur ajoutée perçue par l’internaute. Cette valeur fidélise et contribue à la génération de leads. Bien évidemment, cette stratégie réclame des ressources, en temps et en compétences rédactionnelles.

4. Diffuser le contenu

Une fois le contenu rédigé, les personas et la phase du parcours d’achat défini, la dernière étape consiste à diffuser le web content. Loin d’être anodine, cette étape est importante car même de qualité, un contenu souffrant d’une mauvaise diffusion verra sa portée et son impact considérablement réduits. Aussi, pour chaque contenu à diffuser, il est nécessaire de bien définir :

le meilleur canal pour atteindre le persona au moment recherché du cycle d’achat.
les canaux secondaires permettant d’augmenter la visibilité du contenu (par exemple les réseaux sociaux)

5. Associer marketing et commercial

Pour mieux visualiser les enjeux, on peut imaginer le site web comme un stand dans un salon professionnel. Si on veut rentabiliser l’investissement du stand, il doit être bien placé (référencement), pertinent (avec une offre cohérente et lisible par les visiteurs), attractif (avec un design qui attire), intéressant (avec de l’information pertinente pour les visiteurs) avec des animateurs, des commerciaux qui rendent le stand dynamique (animation du site). Les possibilités offertes par le digital sont tellement larges et complexes que de nombreux métiers se sont développés autour d’internet. Et dans une certaine mesure on ne peut plus tout faire soi-même.

La 1ère étape pour assurer le succès de cette démarche est d’avoir une organisation commerciale intégrant pleinement les évolutions et spécificités du digital. Est-ce le cas pour vous ?

Is optimization your watchword? Then discover in this webinar how to maximize the performance of your sales representatives by saving them 50% of their time:

The effectiveness of traditional methods for gathering information and securing appointments has decreased threefold in under a decade. In the 2000s, a day of calls would yield a minimum of two to three appointments.

Today, it's clear that most salespeople who make cold calls barely get one positive response!

Why? Because the internet has profoundly changed behavior! With search engines, prospects themselves carry out their initial information search and have access to almost all available offers. They no longer need salespeople to get information.

However, the challenges of sales management for the company remain the same: how to obtain enough contacts with prospects? How to maintain reasonable sales costs to continue to develop profitably?

To answer these questions, a new approach has been developed: with "lead generation".

Literally, « lead » means « track ». It is a term initially used in CRM software and which, in practice, now refers to a sales lead. Lead generation is all the actions taken to identify potential customers.

Your market today consists of hundreds or thousands of buyers who, from the moment they have identified their problems and needs, will begin searching for information using the most practical and cost-effective tool: the internet. All these Internet users, as long as they have not clicked on your site, are unknown and invisible to you. You know that they exist, that at some point they will have a need that you can meet, but for now you do not know them! The challenge is therefore to get in front of their radar during their research phase and turn them from anonymous visitors into active visitors on your site. For this, two prerequisites are necessary:

first, be well referenced and well identified so that, whatever the user's search methods, they end up on your site (see our article on the attractiveness of websites on this subject),

Next, offer attractive content in order to increase opportunities to obtain information from the visitor and encourage them to interact.

To generate leads, you should focus on high-quality and targeted content that positions you as a key "Consulting" player in your sector and geographical area. By doing so, you increase the chances of multiple visits, as users will associate you with their "favorites." You will generate leads that are in various stages of progression. First, there's the "unknown lead," which is limited to a location or even an IP address, but lacks sufficient qualifications to be useful. The second is the "identified lead," where we know, for example, their email address or phone number. The third is the "qualified lead," who has increased their activity: a higher number of pages visited, several articles read, multiple visits, and has provided usable information. At this stage, if this lead is passed on to a salesperson, it can become a prospect.

To encourage visitors to take action, you must create triggers so that they leave their contact information or even express their needs. White papers, webinars, video conferences, online questionnaires to conduct a free audit... there are many solutions that must be defined according to your market and the specific needs of your clientele. After several visits, reassured by the quality of the content and the match between the offer and their needs, the user will become an active visitor.

Generating a lead means converting a contact from an unknown to a qualified status.

The problem for companies today revolves around the management of three strategic phases.

It is clear in this new approach that the preliminary work to capture contacts mobilizes significant resources (technical mastery, available time, monitoring, information sharing, etc.).

Lead generation doesn't stop at qualifying a prospect. There are three key phases to this sales strategy that companies must master.

The "lead acquisition", which consists of qualifying the lead through scenarios, specific targeted actions, and which we have described above.
Lead nurturing involves creating and developing a strong connection by engaging the lead, prompting reactions, offering content, and inviting them to offline events. The key is to find the right balance, avoiding being too pushy or not engaging enough. The connection should be a dynamic but not overly strained thread.
Lead conversion is the critical moment when the salesperson comes into play. This is a delicate stage because it involves direct interaction and requires the right sales skills, the right attitude, and the right distance to avoid mistakes.

Management and monitoring

Of course, all these steps happen simultaneously. At any given moment, a company has leads, prospects, and customers, a whole volume of contacts at different stages of progress, with a lot of data to manage. All of this creates a complex and constantly moving environment that requires new skills and a different approach, a new perspective.

KESTIO Live, with its pragmatic and tailored approach, helps SMEs structure a customized Lead Generation strategy and be effective in three key phases. First, we help define buyer personas, then develop the most effective interaction scenarios, and finally, assist in managing the entire process with regular contact that emphasizes long-term monitoring and performance.

Adopt a tool tailored to your business and expectations: choose the right CRM. To better understand its usefulness and choose a suitable CRM, watch this webinar:

However, Inbound Marketing isn't just about content creation: an effective strategy requires implementing rigorous tools and processes to attract people seeking information on your areas of expertise, demonstrate your expert status, and, above all, encourage them to take action (contact form, booking, order).

Here are the key points and major steps to follow to develop a lead generation strategy around content production:

1. Define specific targets for your content

The first step before embarking on content production, and even before defining which topics you want to address, is to define your target audiences. Simple? Not always. You know your customers through your CRM software and databases, but a content strategy may not target the same type of people. You should take this opportunity to rethink your targets, or, if you keep the same ones, to refine them.

Inbound Marketing can help you reach a different clientele. You can deliberately choose to address certain functions within the company or certain sectors of activity neglected on offline channels. Define your priorities. In light of the identified target profiles, you must then imagine adapted content and make it coincide with the interests of these targets. The questions you need to ask at this stage are: what subjects interest your targets? How will you "keep" them on the site? What are their preferred communication tools? On which social networks are they present?

2. Equip yourself with a publication schedule and an editorial charter.

You've outlined your target audience and identified the key topics to present to them. Now, you need to define an editorial charter and publication schedule:

- Who is the expert on which subject? Who can (should) speak on a topic? Define your experts and their fields of action, and how they will transmit their knowledge. Will they write the content themselves? Will they be written by an external web editor, an agency, or by a single person internally?
- What tone will you adopt? What order will the topics follow? What will your publishing pace be? You need a battle plan with a 'tunnel' vision of your publications. The more precise your vision of the weeks ahead, the smoother the creation process will be.

Please note that defining a publication schedule and an editorial charter does not mean setting a strategy in stone and never revisiting it. Keep in mind that current events, an unforeseen event, or a major event in your sector can impact your content. Thus, a very precise vision beyond three months is not necessary.

3. Optimize your SEO

Of course, producing quality content on your favorite topics will positively contribute to your natural referencing. But that's not enough! Behind websites with good search engine optimization lies extensive technical optimization: the choice of a server, a domain name, the prioritization of content, or the writing of meta tags... A search engine optimization audit of your site can help you optimize these technical elements. It is necessary to monitor the evolution of your search engine optimization regularly, as the ranking algorithms are constantly changing.

This technical optimization of your site is essential to ensure the success of your Inbound Marketing strategy in the long term. There's no point in producing quality content that no one will find. Moreover, in the absence of visibility, your desire to produce content will wane due to lack of results.

4. Bring your content to life with a communication process

Once content is published on your website, its digital life begins. Then define your communication process around this content: how to promote it? Which channel will be the most effective to reach the targets defined previously? Mailing, newsletter, sharing on social networks?

Should an article be revealed in full or in parts? Should certain platforms be used for teasing? It is essential to consider this process of relaying articles, as it largely determines the success of your Inbound Marketing strategy.

5. Be interesting... but above all, « engaging »!

If you think a topic isn't captivating enough or won't hold the readers' attention, change your approach and try to find a relevant angle. Article titles and illustrations are the primary drivers of reader engagement.

Also, always keep some information up your sleeve. Provide useful material without giving everything away. Address specific and limited topics that meet your target audience's concerns in a logical progression. Always allow them the opportunity to learn more, either by subscribing to your newsletter or your company page on social media, or by participating in a webinar... Or even by contacting you directly by email or phone. In short, make sure you create a relationship with your readers and generate interactions with them so that they enter your "funnel": only then will your (quality) content become real lead generators!

The webinar is an inbound communication tool that has become essential today: through its audience and content, it generates numerous leads. Find out how in this webinar:

KESTIO had the pleasure of being approached by Les ECHOS Start, a new media outlet of the ECHOS group aimed at supporting future Decision Makers in their various projects – particularly in their desire to undertake or set up a start-up – to regularly provide them with advice on how to sell and good business practices. As the first result of this brand new collaboration, here is an article for start-ups proposed by Dominique SEGUIN, partner at KESTIO, on the fundamentals of social selling.

Searching for a job, maintaining relationships with your professional network or with "influencers" in your sector of activity, recruiting employees, monitoring topics related to your professional expertise... These uses of networks are well known to all. They can also prove to be extremely effective in the commercial field and help you very concretely to develop the activity of your company, by allowing you to forge a strong link with your customers or prospects. So how do you effectively activate and develop this commercial potential of "pro" social networks? Instructions for use.

1. Build a "good profile" and develop your personal branding
2. Develop your network, it's your most valuable asset
3. Bet on recommendation: friends of my friends are my friends!
4. Be active and reactive

To read the full article “4 key steps to sell (yourself) on social media” on Les ECHOS Start website:

Also read other articles related to this topic published on our blog:

Was this article helpful to you? If you want to learn more, download our free white paper "How to switch to consultative selling in the digital age" to discover new commercial methods to use in the digital age!

Prior reminder: Inbound Marketing consists of attracting leads and nurturing their interest and reflection throughout their decision-making process, in order to convert them into qualified leads, prospects and then customers, or even, ideally, into convinced ambassadors of your brand and your offers!

It relies on the observed change in buyers' attitudes, who now carry out most of their purchasing process independently, relying in particular on the tools offered by digital technology (websites, forums, social networks, etc.) to develop their selection criteria and make their purchasing decision.

It naturally opposes Outbound Marketing, which relies on more 'push' strategies (particularly mass advertising and emailing) that have now lost their effectiveness.

The funnel logic of Inbound Marketing and the steps towards conversion can be summarized as follows:

The evening's program covered the 3 main stages of the Inbound approach:

1- Attract:

It involves attracting a relevant audience to your website – consisting of potential prospects – by offering them content that appeals to them and interests them, in line with your expertise. Several ingredients contribute to this:

- Storytelling (Nathalie Grynbaum, IDRAC): Producing content (distributable on the web) in an Inbound logic means above all knowing how to "tell a relevant story" that will attract and convince your audience. It is certainly a question of demonstrating your expertise, but above all of responding in a concrete and useful way to the concerns and questions of your prospects, by providing them with elements that will allow them at a minimum to fuel their thinking, and even sometimes to do part of the work themselves. You will then be identified as a reference expert partner, to whom they will naturally turn when they need it.
- S.E.O. – Search Engine Optimization (Eric Guillermain, IDRAC): Distributing rich and relevant content online to your targets also implies working on the visibility of your site: the production of this content is often a long-term job, so it has real value, in your eyes as well as for your targets... It would be a shame if they did not meet their audience! This implies generating traffic on your site, and preferably qualified traffic. One of the levers to achieve this is the S.E.O. (or "natural" referencing) optimization of your website and your digital content: this involves facilitating the identification of your pages and their content for search engines, by working on meta-tags, titles and descriptions, page URLs, image titles, lexical fields of texts, etc., according to their reading criteria. This optimization work is based on the study and analysis of the keywords used by your prospects during their online searches.

2- Engage

Being able to produce interesting content (for your target) that is representative of your expertise allows you to attract strangers and turn them into visitors to your website. Once this first objective is achieved, however, the most important thing remains to be done to really achieve your goal: ultimately, it is still always a question of selling your product or service offers! To do this, you need to work on the engagement of this audience.

- Engagement and social networks (Fabian Innocenti, PUBLIC ACTIF): This crucial step involves encouraging your visitors to deepen their relationship with you. To achieve this, you need to provoke interactions with your prospects that will lead them to invest (time, energy... and especially, emotion!) in a process that connects them to your brand. One of the most effective current vectors in this area is social media engagement: community engagement through the dissemination of viral images, gaming, direct online access to services and products, the ability to personalize or even co-design products... All of this plays a key role in engagement. It allows you to both expand your audience, get to know them better, and above all, truly "meet" their interests, expectations, and buying behaviors.

3- Transform.

If you already have a qualified audience engaged in a relationship with you, you have come a long way. However, your entire audience represents a mass of contacts too large to be handled effectively by your sales representatives. Moreover, not all visitors to your site or your social media pages are necessarily in the decision-making phase! It's up to you to bring them there, then, or to identify those who are already at a level of maturity that is "exploitable" for your sales force.

- Lead nurturing and lead scoring (Olivier Prost, KESTIO): The goal of this patient work and its culmination is to generate qualified and mature leads that can be passed on to the sales teams! This involves a "nurturing" process that consists of "feeding" your visitors' thinking and leading them to mature their purchasing project (for example, by offering them white papers, providing them with benchmarks, or inviting them to benefit from a free trial, etc.). The design and provision of this rich content is the subject of work closely involving the Marketing and Sales Department, in order to align and coordinate the objectives and the tempo of the operations. The interactions offered to prospects and their reactions make it possible to establish a "scoring" system aimed at identifying "mature" and interesting prospects. The score is established according to criteria such as the characteristics of the prospect (scale, sector, etc.) and their level of progress in the pre-purchase process (general information gathering, definition of selection criteria, etc.). At the end of the process, only leads that have reached the necessary score are passed on to the sales representatives, in order to effectively feed their pipeline and maximize their chances of success (optimization of conversion rates and the allocation of sales effort).

This conference demonstrated the effectiveness of this new marketing approach and the necessity of mastering all its facets for effective implementation. It resonated well with participants, including entrepreneurs, managers, marketing and sales professionals, and students.

And where are you in the process? How are you approaching the implementation of Inbound Marketing in your company?

To stay competitive and maximize your chances of converting leads into future customers, it is important to optimize the performance of your commercial assets. Find out how by watching this webinar:

Generating and leveraging qualified inbound leads is our expertise. For 10 years, KESTIO has been supporting companies (from SMEs to large corporations) in acquiring and retaining their customers.

Demande VS Offre

Content Vs Design