Le Club We Are COM was received by the Crédit Agricole Customer Communication team to share their best inbound marketing practices with us. Globetrotter, an affinity brand already adopted by 50.000 young people in eighteen months. On the program: a launch on Insta, an operation of crowdsourcing, a content strategy and a dose of auto marketing.
Inbound marketing, what is it?
Mounia Lazrak, data analyst at Crédit Agricole d'Ile-de-France, reminds us that theinbound marketing is a relatively new approach that applies to all areas of communication (commercial communication, employer branding, etc.). Conceptualized in the United States in 2006 by Brian Halligan and Dharmesh Shah, co-founders of a famous marketing automation software, it is a method aimed at attracting Internet users through relevant and useful content and interactions. The objective here is to generate visits to a site and qualified contacts (called " leads »). In short, the idea is that your target spontaneously addresses you. The dream, right?
The levers of theinbound marketing are:
- > A website with relevant content, landing pages (landing pages) and above all a great one natural search engine optimisation (SEO)
- > A strategy of influence on social networks (community management, partnership with influencers, or even retargeting thanks to social ads - posts sponsored for example on Instagram)
- > A software of marketing automation allowing the distribution of a sequence of automatic emails
- > Monitoring of audiences and performance (via Google Analytics or AT Internet in particular)
A device ofinbound marketingg is a two-way communication, profitable in the long term. If it is inexpensive in terms of budget, it is in terms of time. Thanks to SEO and social networks, your (future) customers find your site then register in a relational program (example: interior decoration advice by email) and finally subscribe to your product (a discount coupon is in the last email).
Good to know : theinbound opposes theoutbound marketing, one-way communication (push mail to a prospect base, online advertising, etc.).
Inbound marketing no longer holds any secrets for us thanks to the feedback from the Globe-Trotter affinity brand dedicated to young people from the Paris region. Thanks to the team #Communication du @CA_IDF to have received the #ClubWeAreCOM and congratulations for your #REX 👏 pic.twitter.com/dLxlBMGmK5
— We Are COM, accelerator for communicators (@We_are_com) September 26, 2019
Our study case: Globe-Trotter by Crédit Agricole d'Ile-de-France
In February 2018, Crédit Agricole d’Ile-de-France launched Globetrotter, a banking offer dedicated to 18-29 year olds in Île-de-France. The challenge is to increase the number of new customers in this segment, thanks to a strategic repositioning. Globe-Trotter is a promise supported by an affinity universe for young people from the Paris region who want to travel or study abroad without stress; and above all who have a traveling soul (without necessarily traveling...).
Lucile Le Moullec, customer COM project manager, and Andréa Leite, community manager, presented their communication levers to us:
- > Social media : the offer was revealed by an Instagramer during a participatory trip with his community to test all the features on the ground. The campaign “ #TripChoices " has won several awards because it offered great freedom to the influencer and used a new Instagram feature: the poll. The campaign generated few online subscriptions, but a significant report in the 275 branches of the Crédit Agricole network in Île-de-France.
- > Crowdsourcing : via its social media monitoring tool, the Communication team detected that the design of the "Globe-Trotter" card was an irritant for young customers. A creative challenge was launched on the Internet, via a specialized media, to collect design proposals and then have Internet users and Globe-Trotter customers vote. The two most popular designs (a visual FROM and a visual Black) were marketed and the two designers had a very nice… trip!
- > Brand storytelling: What could be better than demonstrating the benefits of an offer for young people by young people? The brand has entrusted the production of content to students from AgroParisTech the time of a roadtrip of eco-responsible initiatives in Asia. Every 15 days, a video report accompanied by a long descriptive text was boosted on social networks.
- > Content creation : the Communication team has developed Globe-Trotter Place, a mobile site (under WordPress) to group together the many contents already produced, add extra-banking tips and develop the online community. 5 verticals have been defined according to the personas: moving, preparing your trip, studying, finding accommodation and working here or there. Each vertical has a forum, editorial coaching enabled with the marketing automation, an extra-banking solution and bancassurance offers.
TOP 10 best practices identified by clubbers
- Listening to our customers, give them a voice at every stage
- Developing a relationship of trust with an influencer (even if trust does not exclude control)
- Having a right balance between entertaining posts and product related posts
- Feeding the business with a 2-part system : 1- notoriety then 2- retargeting of the Internet users reached
- Always remain vigilant about data hosting of our prospects and customers (European Union with GDPR vs. United States without protection of personal data)
- Create affinity content useful to the target in connection with its uses, its codes and its values
- Working directly with an editor marketing automation solution rather than with an intermediary
- Lock copyrights as part of a crowdsourcing operation
- Open dedicated social accounts, such as a Facebook group rather than a Facebook page
- Register for the long term, and not in a one-shot.
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