juin 13, 2019


Le marketing est-il nécessaire pour faire évoluer mon entreprise?

Where and when should money be spent in order to grow a business? Should more salespeople be added to the team? Should new technology be implemented so that additional work can be handled? The answer is often controversial with a mixed response from stakeholders. For this reason, it is common to wonder, “Do I need to use marketing services to grow my business?”

“Today, digital marketing is an art form- a science of sorts. Marketers use their time to creatively devise inbound marketing strategies, analyzing results, using complex technologies to automate and personalize experiences and techniques.” 

Laura Magee

For years, I have had a countless number of people tell me that it is the face-to-face relationship that really counts– that it is the salesperson who does the work to cultivate and close the deal– that “advertising” is a waste of money.

I once had a CFO look at me and one other potential hire straight in the face and rank the internal departments by what he thought to be its level of value to the company. He put “marketing” last. I was dumbfounded that someone in his position would ever say something like that to a marketer (talk about taking the wind out of someone’s sail). But, as the head of finance, I think he did not like “marketing” for two reasons:

  • One, marketing requires a budget for intelligent people, technology, and sometimes advertising
  • Two, because he did not understand that today’s marketing team does a lot more than just buy stuff.

Today, digital marketing is an art form– A science of sorts. Marketers use their time to creatively devise inbound marketing strategies, analyzing results, using complex technologies to automate and personalize experiences and techniques. 

Qu'est-ce que le marketing entrant?

Marketing entrant est “une technique pour attirer les clients vers des produits et des services via marketing de contenumarketing des médias sociauxoptimisation du moteur de recherche et l'image de marque. ”Fondamentalement, le marketing entrant est une tactique utilisée par les organisations pour attirer de nouvelles entreprises plutôt que de faire des appels impromptus ou des lieux de visite (sortants) pour atteindre de nouveaux prospects et générer des affaires récurrentes. La majeure partie du marketing entrant est gratuite, à l'exception de la technologie d'automatisation requise pour le faire fonctionner, ainsi que des frais généraux des employés.

Why do Marketers Need Automatisation du marketing Software?

Imagine for a moment that you’re only able to hire one employee to promote the brand, its products, or services. SharpSpring defines automatisation du marketing comme,

«… [Les] plates-formes logicielles qui aident les entreprises à automatiser leurs processus d'engagement commercial et à générer davantage de prospects, à convertir davantage de prospects en ventes et à optimiser le retour sur investissement. L'automatisation du marketing permet aux spécialistes du marketing d'automatiser des tâches répétitives telles que l'envoi d'e-mails, la maintenance des médias sociaux, le suivi des interactions sur les sites Web et la gestion de diverses autres tâches. L'automatisation du marketing centralise toutes les caractéristiques et fonctions qui composent le rôle du marketing dans une organisation… »

Bien que l’automatisation soit «automatique», il faut du temps et des connaissances techniques au marketing technique intelligent pour bien la gérer.

Wiki souligne le fait que, avec automatisation du marketing, “Marketing …employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, …increas[ing] efficiency and reduc[ing] human error.” So, not only does marketing automation automate tasks through a set of rule criteria, get work done more quickly, and require less time to manage campaigns, but it also reduces human error and stores the history and results of those actions for the improvement of work.

Marketing gratuit

Thinking that “advertising” spend has anything to do with the value a marketing team brings to an organization is utter blindness. A good writer will have an audience that wants to come back and read more; A good marketer will put the writer on the map– and the better they are at this, the less a company will need to pay for advertising to grow their audience. A company needs both areas of expertise in the same way it may need a software engineer to write a program, a mechanical engineer to develop the machine, and possibly a third party to make sure they are working together without bias for the overarching strategy of the global organization. For an inbound marketer, paid placements

are only one of many channels that may require any spend. In fact, most of a well-rounded marketing team’s responsibility is in setting up programming rules, writing code, and using (a lot of) technology to be able to send free messages via email, creating sales templates, posting blogs, planning and implementing organic (free) marketing strategy (which is an ongoing process) so that the company will not need to spend as much for additional staff, to rank for keywords, and attract attention, online. Here is a funny video for you to watch this:

Stratégie biologique

Website content is alive once published, but not always well; It takes methodical research, planning, and digital strategy to be successful over time. Search bots run formulas (algorithms) to determine where a site should stand as compared to listings from pages with competing keywords, but even with a well-thought page, this doesn’t happen overnight. Jayson Demyers on INC, says that it takes “1-2 years before [seeing] results from organic strategy.” Each web page and blog post should rank for differing keywords and content should remain fresh. These are just two of hundreds of other ranking factors in a ranking algorithm. When done right, intelligent, optimized, and consistently published content will influence how well a website and it’s individual pages will rank over time. And when a brand needs immediate exposure, paid online advertising is critical to compete with well-established sites that are already ranking for similar keywords.

Delivering intelligent digital content is a requirement in today’s B2B marketing world. Published digital content is continuously crawled by search bots to update a page’s rank. A search bots main duty is to determine where a brand’s website and the individual page(s) should appear in search results– first on the first results page, fifteenth, or even a hundred pages back. When done right, posted news, blogs, and other content will appear on the first page. Therefore, smart marketing is essential to growing a business in today’s world. Lastly, a marketing team is capable of driving incredible value, but not without great leadership.