inbound marketing according to the strategy of the sherpa

Welcome to

INBOUND MARKETINGaccording to the strategy of the sherpa:

a new mindset.

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Thenecessary end of media HARASSMENT.

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Self-interested users Club

Appointments made under

pressure

Intrusive emailings

Repeated participation in

low ROI trade shows

UndesiredDirect

Marketing

Call-centers that make

repetitive and needless calls

Press releases with

random impact

OutboundMarketing

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Join the struggle

against the dictatorship of the need-oriented communication and “me too” strategy.

The time has come for

INBOUND MARKETING according to the strategy of the sherpa

Definition of INBOUND MARKETING

according to the strategy of the sherpa

Let clients come to youinstead of searching for them…

by focusing on the desire before the need.

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CICERO“If you want to convince me, you have to think my thoughts, feel my feelings and speak with my words.”

Strategy of the sherpa: 6 staps to transform your suspect

into ambassador

ALLOWATTRACT SEDUCE CONVERT CONCLUDE FOLLOW

Suspect

Curious

VisitorProspect

Lead

Client

Ambassador

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ATTRACTEditorial strategy

• Infographics• Photos / arts• Movies• Ebooks• Handy Guide• Social media• SEO / SEM• Blogs• Advergame• Affiliation

Suspect

Curious

MARIA CALLAS“It is better to be a good popular singer than a bad opera singer”

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BLOG PIERRE AUDOUIN CONSULTANTS

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EMAILING - REAL ESTATE GUIDENEXITY

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SEDUCEUnexpected actions

• Chat• Formation• Advergame• Bargain deal• Web TV• Social media• Topic “Surprise me”

on the websiteCurious

Visitor

KARL LAGERFELD“Diet is the only game where we win when we lose.”

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Inspire seduction

Be unpredictable

Create intrigue

Practice humor

Values of Desire

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TOPIC “SURPRISE ME”BLOG SAPHIR

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CONVERT Conversion strategy

Prospect

Visitor

• Bait strategy• Landing pages• Opinions / comments• Call-to-action• Interactive Point-on-Sale• White papers• Newsletters• Community management

JEFF BEZOS“If you build a great experience, customers tell each other about that. Word of mouth is very powerful.”

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B2C – LEAD GENERATIONLAUNCH OF “TEL AVIV LIVE” BOOK

- 2 -Landing

page

- 3 -Page web

confirmation

- 4 -emailing

confirmation

- 1 -Emailing

+ bait

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B2B – LANDING PAGE + WHITE PAPERBUREAU VERITAS

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Prospect

Lead

ALLOWPermission and Desire Marketing

• Evangelization via webinars

• E-CRM• Social media• Privative events• Action towards

Influencers• Breakfast meetings• Videos on website

SETH GODIN“send messages only to those who allow you to.”

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EMAILING INVITATION TO A WEBINARSAPHIR

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SOCIAL MEDIA STRATEGYLA VILLA MAILLOT

CONTENT PROPOSITION

TO GAIN THE LOYALTY

Cocktail recipes: a content easily created and wanted by the target.

“Robin’s cocktails”Concept: Every 15 days, the barman Robin Boiteux reveals the secrets of one of his cocktails

By means of a photo illustrating the cocktail and with a text explaining how to create it, the recipe is published on the Facebook page.

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Lead

Client

CONCLUDELead Nurturing

• Marketing Automation• Permission Data Bases• Actions towards influent

targets• Public relation• Press release• Leads scoring• Emailings saga

THOMAS JEFFERSON: “There is no need to be the best in what you do. You had better to do what others don’t.»

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EMAILINGS SAGAHÔTELS CIRCUITS FRANCE

E-mail n°1

E-mail n°2

E-mail n°3

E-mail n°4

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OPTIMIZATION OF LEAD MANAGEMENT PROCESS

Target Marketing Automation CRM

Improvement of Lead

Management Process

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FOLLOWOptimization of lead management process• E-CRM• “Privilege” actions• “Early Adopters”

strategy• Public relation• Cocooning strategy• Client Ego Promotion• Offer of membership to

a virtual or real Club• Social media community• Viral videos

Ambassador

Client

STEVE JOBS“Your customers’ dream is to have a better and happier life […] Get their lives more fulfilling.”

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SOCIAL MEDIA COMMUNITY

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“EARLY ADOPTERS” STRATEGYHEXIS

Muscat de Frontignan

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Now the offer creates the need… and not the contrary. 

Gabriel Szapiro

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Gabriel SZAPIROGeneral Manager

THANK YOU FOR YOUR ATTENTION

Agence SAPHIR Groupe REVOLUTION 95 avenue Bertie Albrecht75008 PARIS

Direct line: +33 (0)1 49 29 53 16Standard: +33 (0)1 79 97 55 09

Mail: szapiro@bleusaphir.comSite: www.bleusaphir.comBlog: www.blue-blog.fr

Revolution 9: www.revolution9.fr

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GROUPE

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