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Intentions, différenciation et conversion, la triplette gagnante de l’inbound marketing ? - Benoit Collet - SEOcamp'us Paris 2019

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Intentions, différenciation et conversion, la triplette gagnante de l’inbound marketing ?
Benoit Collet

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Intentions, différenciation et conversion, la triplette gagnante de l’inbound marketing ? - Benoit Collet - SEOcamp'us Paris 2019

  1. 1. #seocamp 1 Intention Différenciation Conversion La triplette de l’inbound
  2. 2. #seocamp 2 Benoît Collet Traffic & Growth Manager chez Plezi (logiciel de marketing automation B2B) +de 50 éditeurs de logiciels accompagnés en tant que consultant webmarketing
  3. 3. #seocamp 3 Etat des lieux du trafic SEO Mars 2018 +2000sessions / mois +10leads / mois
  4. 4. #seocamp 4 Alerte bullshit ! Et si nous prenions du recul sur certains chiffres “inbound” ?
  5. 5. #seocamp 5 Spirale « Inbound » Le cercle vertueux à enclencher Analyse mots clés + personas Publier des contenus Promotion email Promotion réseaux sociaux Gagner des liens + amplification Faire grossir sa base de contacts / abonnés Gagner en “autorité” / notoriété Gagner en trafic SEO + liens Se positionner sur plus de mots clés
  6. 6. #seocamp 6 Il est temps de faire un audit SEO ! La spirale négative de la quantité privilégiée par rapport à la qualité... 246articles
  7. 7. #seocamp 7 URL Profiler pour scrapper et centraliser
  8. 8. #seocamp 8 Contenus inutiles La majorité des articles ramène peu ou pas de trafic SEO
  9. 9. #seocamp 9 Intention On ne répond pas aux problématiques des visiteurs : textes qui restent en surface. La triplette de l’inbound Différenciation On crée exactement les mêmes contenus que les agences (nos partenaires). Conversion Plus on publie, plus le taux de conversion baisse...
  10. 10. #seocamp 10 “Slow content” la réponse au “content shock”
  11. 11. #seocamp 11 Quelles Intentions ? Pour les marketeurs B2B ? Stratégie / avoir un ROI Marketing Automation Gestion de contenus Génération de leads SEO Campagnes emailing Réseaux sociaux Lead nurturing Oppérationnel / outils et bonnes pratiques
  12. 12. #seocamp 12 Cannibalisation des pages Pour de mêmes intentions
  13. 13. #seocamp 13 Identification d’opportunités à partir des pages existantes
  14. 14. #seocamp 14 Confirmation d’opportunités avec ahrefs
  15. 15. #seocamp 15 Exemple d’intentions Pour la requête “persona marketing”
  16. 16. #seocamp 16 Différences d’intentions
  17. 17. #seocamp 17 Quelle différenciation ? Face à un concurrent “mammouth” ?
  18. 18. #seocamp 18 Exemples de différenciation Statistiques content marketing
  19. 19. #seocamp 19 Exemples de différenciation Article opérationnel
  20. 20. #seocamp 20 Exemples de différenciation RDV “humains” et création de marque
  21. 21. #seocamp 21 Tout est dans la méthode Notre Stack
  22. 22. #seocamp 22 Boost de conversion Avec la stratégie des “Lead Magnets” / kits 52% 76% 18% 74%
  23. 23. #seocamp 23 Insertion dans les articles
  24. 24. #seocamp 24 Résultats chiffrés Nombre de mots clés en... Juin 2018 Novembre 2018 Mars 2019 Position 1 32 50 75 Positions 2 à 3 74 145 172 Positions 4 à 10 542 815 914 Positions 11 à 20 231 556 646
  25. 25. #seocamp 25 Résultats chiffrés
  26. 26. #seocamp 26 Intention Création de cocons progressifs La triplette de l’inbound Différenciation Explorateurs pour nos clients Conversion 3 fois plus de leads et clients
  27. 27. #seocamp 27 Question Mug Merci !
  28. 28. #seocamp 28 MERCI AUX SPONSORS

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