The limited liability company, or SARL, is the most common legal form of business in France. Indeed, more than 80,000 SARLs were created in 2022 in France according to INSEE. The French government has also put in place incentive measures that benefit entrepreneurship and business creation over the last 20 years, France having even taken the lead among OECD member countries in terms of business creation. company for 15 years. I subscribe
At the same time, Inbound Marketing is now an essential marketing strategy linked to the digitalization of the customer journey, a journey to which all types of companies have had to adapt, and even more so with the health crisis which has accelerated this digitalization of markets.
Let’s take a closer look at this strategy and how to properly implement it following the creation of an SARL.
Introduction to Inbound Marketing
Unlike Outbound Marketing (however complementary), the Inbound Marketing strategy is a “ sweater » or “inbound” marketing. This means that it consists of attracting potential customers to oneself.
The company finds in Inbound Marketing an alternative to traditional advertising formats whose targeting is more approximate: advertising displays in the street or on public transport, television or radio advertisements, intensive telephone canvassing, etc.
Inbound Marketing emerged with the awareness of a digitalized customer journey. It is a strategy which consists of nourishing this journey with useful and targeted content and releasing constructive signals (customer reviews or case studies for example) to attract and then support the lead in a conversion journey.
To act on these “constructive signals”, it is necessary to master content production techniques, the natural referencing of the website on search engines (SEO), running a blog, creating engagement on social networks, produce webinars and podcasts, create tutorial videos or even high value-added content such as downloadable white papers.
Thanks to this Inbound strategy, the company will increase the points of contact with its target, allow them to interact by commenting on posts, form an opinion or share an opinion, depending on whether the contact is a prospect or already a customer, and share in turn !
Some companies pride themselves on doing without advertising; the recommendations made by their customers are their best source of business. Well with Inbound, the promise is to be able to structure customer engagement.
According to Brian Halligan, co-founder of Hubspot and creator of the term Inbound Marketing, this strategy allows you to no longer have to choose between acquisition, loyalty and target engagement.
So, when should you implement Inbound Marketing?
Business creation: what is the right timing to implement Inbound Marketing?
To which business profile does Inbound Marketing apply?
Basically, Inbound Marketing seems to want to apply natural behaviors in real life on a larger scale. Particularly during a considered purchase, which involves a high level of trust (for example building a house for an individual or choosing a CRM solution for a company).
Like any ambitious corporate marketing strategy, Inbound requires deploying resources and tools or even a high level of expertise, particularly when the strategy must be deployed in a complex environment (large volume of customer data) or at the opposite when customer data is non-existent or poorly structured (at the start of the company’s activity).
Inbound is therefore often reserved for companies with a strong need for growth or reduction in acquisition costs:
- Start-ups with an innovative product or service that need to deploy a large-scale offer very quickly.
- Companies with a proven product or service that are looking to scale their business.
- Companies operating in a B2B market, whatever their size or legal form, and which are in more complex conversion and sales processes. Indeed, in this scenario, the purchasing decision generally rests on several decision-makers and requires more exchanges and force of proposal. The acquisition cost is higher, with more resources committed to a personalized approach and support.
Focus on the SARL: when to implement Inbound Marketing?
With reference to the previous point, the SARL fits particularly in the case of a company which has proven itself with a product or service via the EURL status in particular and seeks to grow.
This status could therefore be very relevant when implementing an Inbound Marketing strategy.
As with most other legal forms of companies, launching an SARL requires completing several formalities.
Many entrepreneurs seek to throw themselves headlong into all the tasks at the same time, including the implementation of the marketing strategy (creating the logo, the website, etc.). This is often a mistake, as prioritizing actions is essential.
In addition, it is also preferable to identify the sites on which the contractor is competent to delegate the others to professionals. Typically, it may be wise to call on a legal specialist to create an LLC online. In this way, the entrepreneur saves time and also limits the risk of errors.
At the same time, the entrepreneur will be able to focus on other missions such as finding his first clients and thus quickly conclude contracts.
As a reminder, the creation of an SARL includes several essential steps for the official launch of economic activity:
- The drafting of the statutes: they determine the operating rules of the company as well as the name of the company, the corporate purpose, the amount of the share capital, the number of shares, the rights and obligations of the partners.
- The deposit of share capital: it can take the form of contributions in cash (money), in kind (goods) or in industry (skills and know-how). The amount of minimum share capital is set at a symbolic €1.
- The appointment of the manager: one or more people who will manage the company.
- The publication of the legal announcement in the legal announcements journal to mention the creation of the SARL and certain mandatory information.
- Registration in the commercial register: by submitting a creation file to the one-stop shop, the company’s Kbis will be given to the partners and the SARL will be officially created.
Concerning the implementation of the Inbound Marketing strategy in a young SARL, several choices are possible for the company:
- Internalize useful skills through the recruitment of a specialist
- Train the teams
- Use an Inbound Marketing agency
Inbound Marketing is a long-term strategy, which evolves at the pace of the company’s life, and which remains complementary to other types of marketing strategy (Outbound Marketing for example) and to commercial strategy. This requires a lot of time and cross-functional skills, throughout the life of the company. It is therefore essential to organize it well and as early as possible to maximize its performance.
Some tips for a lasting Inbound Marketing strategy from the creation of the company
- Think visibility from the start: From the creation of the company, take the time to properly build your website to promote its natural referencing and that of content published in the future.
- Apply the inverted pyramid strategy for content.
- Equip yourself with a CRM solution: it allows you to collect customer data, automate and plan targeted mailing and social media campaigns, and monitor the performance of these shipments, whatever the size of the business (this is not just for multinationals!).
Without forgetting the time and skills needed to configure the CRM solution to meet the company’s challenges. The Inbound Marketing agency Mi4, for example, offers SMEs different HubSpot “hubs” (marketing, sales, service, CMS, etc.) to centralize tools and data. Then supply the CRM with qualified leads thanks to an Inbound Marketing strategy.
- Define KPIs to measure and optimize actions: the main KPIs to follow in Inbound are SEO positioning by keyword, traffic and its source, bounce rate, conversion rate, opening and click rates ( mailing), the size and engagement of the community (social networks). By analyzing this data, the cost per conversion and each action of the Inbound strategy can be better managed and meet the set objectives: Acquisition, loyalty and engagement!
Thus Inbound Marketing is part of the digitalization of the customer journey and therefore of companies. Via a more personalized approach thanks to the precise targeting carried out, this marketing strategy makes it possible to reduce acquisition costs, and even more so for young companies, with a desire to scabality of their business