The limits of inbound marketing

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8,460 LinkedIn profiles in France contain the two words inbound and marketing . This is a figure that is steadily increasing, but should be taken with caution because a profile may be HR manager in an inbound marketing agency , a student may have completed a dissertation dealing with inbound marketing ; there are also consultants, agencies, experts, marketers, etc. As it is declarative and it is not a regulated profession, everyone can improvise as a specialist on the subject, even without knowing anything about it. And since many managers know almost nothing about it and don't understand much about it either, it's not very difficult to shine inexpensively by having read a few articles on the subject and then sell services that will have little or no results.


But since many managers do not measure their ROI, or even do not know how to measure it, and it is always easy Email Data to explain that it is hard, that Google has changed, that LinkedIn has evolved, that Facebook has modified its rules or that a competitor has also implemented actions at the same time, there is not too much risk in venturing into it with a light veneer and hoping to ride on a fashionable trend. On this graph from Google Trends (a free tool from Google which gives trends in keyword searches in its search engine), we see the evolution of demand on Google for “inbound marketing” (in blue) and for “social selling” (in red). Curves quite similar to an electrocardiogram, and on which we can see that this demand doubled between July 2016 and January 2018.



Everyone has their own definition of inbound marketing: Bring prospects to you rather than going looking for them. The art and way of attracting people who don't know us and have never heard of us. This is the principle by which a company seeks to have prospects naturally contact it by providing them with useful information or services in the context of a proven or potential need Inbound marketing is a methodology that helps attract customers by creating relevant, useful and non-intrusive content. It helps potential customers find businesses they are interested in across different channels such as blogs, search engines, and social media ( Hubspot . Hubspot is often credited as the coiner of the term “inbound marketing”).