Post by account_disabled on Dec 24, 2023 9:25:00 GMT
So I naturally told myself that the simplest, quickest and cheapest way was to produce content that answered the questions I asked myself, and then the questions asked by the prospects I met. people as possible, via site, blog, SlideShare, LinkedIn, Twitter, Facebook, Viadeo, YouTube... My idea was that it was possible or even probable that those I wanted to reach would go 'inform online, that they could find my content and then call me. I later discovered that it was called inbound marketing. And it worked. I was in fact contacted (and I worked) thanks to this strategy, by: Coca-Cola, Nespresso, Oracle, Bouygues, Banque Neuflize OBC, CCIP, Rue du Commerce, lesser known SMEs (and others that I cannot cite for particularly restrictive NDA clauses). I was also offered to do courses at HEC, Neoma Business School or the Paris Executive Campus.
I'm not saying this for misplaced self-promotion, just to say that done well, it can work. It was only Email Data much later that the expression “Inbound Marketing” really emerged in France, as shown by this curve from Google Trends: As a result, there are today, on LinkedIn, in France 3,134 profiles which contain the expression “inbound marketing” (2 more per day lately). The problem is that unlike the profession of lawyer, for example, there is no need for training or a diploma to proclaim yourself an expert on the subject (this is also true for all web expertise: SEO, Adwords, social selling, site development, etc.). Everyone, therefore anyone, can highlight this expertise, even without knowing anything about it, and impress decision-makers even more lost than them at little cost.
One of my contacts recently told me that he attended a conference by an “expert” in inbound marketing. Question from the room to the speaker: how many clients have you been able to find thanks to the inbound marketing initiatives you have undertaken? Answer: 0! No comment! Another does training in social selling, without having ever sold anything using these techniques. A few days ago, a major account client showed me, quite horrified, a proposal/recommendation from an agency that claims to be an expert in Facebook and Google Ads but also in SEO (which is an important component of inbound marketing). This agency generates several million euros in turnover and has very high profitability. It highlights the fact (probably to attract customers) of being created by former Google employees.
I'm not saying this for misplaced self-promotion, just to say that done well, it can work. It was only Email Data much later that the expression “Inbound Marketing” really emerged in France, as shown by this curve from Google Trends: As a result, there are today, on LinkedIn, in France 3,134 profiles which contain the expression “inbound marketing” (2 more per day lately). The problem is that unlike the profession of lawyer, for example, there is no need for training or a diploma to proclaim yourself an expert on the subject (this is also true for all web expertise: SEO, Adwords, social selling, site development, etc.). Everyone, therefore anyone, can highlight this expertise, even without knowing anything about it, and impress decision-makers even more lost than them at little cost.
One of my contacts recently told me that he attended a conference by an “expert” in inbound marketing. Question from the room to the speaker: how many clients have you been able to find thanks to the inbound marketing initiatives you have undertaken? Answer: 0! No comment! Another does training in social selling, without having ever sold anything using these techniques. A few days ago, a major account client showed me, quite horrified, a proposal/recommendation from an agency that claims to be an expert in Facebook and Google Ads but also in SEO (which is an important component of inbound marketing). This agency generates several million euros in turnover and has very high profitability. It highlights the fact (probably to attract customers) of being created by former Google employees.