Mise en place d'une stratégie digitale d'inbound marketing en vue de promouvoir un nouveau site internet commercial et d'aider les commerciaux dans leurs méthodes de prospection.

Abstract

Vedia is a local television in the area of Verviers since 1988. In addition of informing people, the company also offers services such as video production, studio rental, broadcast of advertising and communication trainings. However, no one or few people only knows about it. This problem is caused by the lack of online presence. Indeed, Vedia has no website or social network pages to display its services. Vedia is currently developing a commercial website to reach its customers easier but it is not operational yet. As a result, the sales representatives encounter problems in finding new customers and Vedia sees its turnover fall dramatically. It is therefore necessary to improve its online presence as soon as possible. This essay will focus on this problem and will try to develop a solution to help Vedia grow its sales.

First of all, this document will help Vedia develop an online presence by implementing an Inbound Marketing Strategy. This strategy is based on the publishing of content on the website to increase the visibility of the company and also to attract people. In other words, one section of the website should look like a blog with high-quality articles inside. You will find in this essay all stages to set up this strategy successfully: the Personas, the social networks, the SMART objectives, the main steps of the strategy, the key performance indicators, the workflows and a comparison of marketing automation tools. Moreover, you will find in the appendix of this document some advices to create the new website.

Finally, the second part of this essay aims to help the sales representatives with the social networks. The goal is to use them in their sales prospection to find new customers easier, to maintain relationship with them and to improve the company’s online awareness. The sales representatives should also integrate a solution of CRM to have a better monitoring of the customers and therefore a better relationship with them.