{"id":9625,"date":"2017-05-16T12:49:29","date_gmt":"2017-05-16T07:19:29","guid":{"rendered":"https:\/\/rationalselling.com\/?p=9625"},"modified":"2022-02-21T18:14:00","modified_gmt":"2022-02-21T12:44:00","slug":"digital-marketing","status":"publish","type":"post","link":"https:\/\/www.rationalselling.com\/fr\/digital-marketing\/","title":{"rendered":"Guide d\u00e9finitif du marketing num\u00e9rique"},"content":{"rendered":"
\n

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Que vous vous lanciez dans le marketing num\u00e9rique pour la premi\u00e8re fois ou que vous en ayez d\u00e9j\u00e0 exp\u00e9riment\u00e9 des bribes, un plan de marketing num\u00e9rique solide et \u00e0 fort impact est crucial pour le succ\u00e8s de votre entreprise et peut avoir un impact sur vos r\u00e9sultats. Augmenter la visibilit\u00e9 de votre marque, attirer plus de clients, s'engager avec vos clients existants - tout cela doit \u00eatre construit avec un objectif sp\u00e9cifique en t\u00eate.<\/p>\n

Il y a quelques \u00e9l\u00e9ments \u00e0 garder \u00e0 l'esprit lors de l'\u00e9laboration de votre plan de marketing num\u00e9rique :<\/p>\n

Strat\u00e9gie de contenu<\/strong><\/p>\n

Une strat\u00e9gie de contenu ne signifie pas seulement avoir un bon contenu. La cr\u00e9ation du contenu est \u00e9videmment la premi\u00e8re \u00e9tape, mais s'attendre \u00e0 ce que les clients s'engagent automatiquement avec votre contenu est une id\u00e9e un peu farfelue ! Vous devez cr\u00e9er un plan avec un calendrier \u00e9ditorial, un plan d'engagement sur les m\u00e9dias sociaux, des efforts d'engagement, l'optimisation et le r\u00e9glage fin et le suivi des matrices de conversion. Vous devez d\u00e9terminer \u00e0 qui vous vous adressez avec votre contenu et ce que vous pr\u00e9voyez de r\u00e9aliser en les engageant avec votre contenu.<\/p>\n

Optimisation des moteurs de recherche<\/strong><\/p>\n

Il va sans dire que si un moteur de recherche comme Google ne peut pas trouver votre contenu sur Internet, personne d'autre ne le pourra ! Les ingr\u00e9dients essentiels d'un plan de r\u00e9f\u00e9rencement sont les suivants<\/p>\n

Recherche de mots-cl\u00e9s - Presque tous les moteurs de recherche proposent des outils pour la recherche de mots-cl\u00e9s.<\/p>\n

Cr\u00e9ation de liens et r\u00e9troliens - Relier votre contenu \u00e0 des sites web de qualit\u00e9 et faisant autorit\u00e9.<\/p>\n

R\u00e9seaux sociaux - Engager les clients sur les r\u00e9seaux et pages de m\u00e9dias sociaux comme Facebook, Twitter et LinkedIn. Engager \u00e9galement les clients par le biais de forums faisant autorit\u00e9 et d'autres communaut\u00e9s en ligne.<\/p>\n

Marketing entrant<\/strong><\/p>\n

La recherche nous apprend que la plupart des utilisateurs en ligne ignorent la publicit\u00e9 payante sur le web. Les publicit\u00e9s payantes sur Facebook, Google, etc. n'ont plus aucun effet sur les clients, tout simplement parce qu'elles sont inorganiques par nature. Essayez plut\u00f4t de figurer dans les premiers r\u00e9sultats de recherche organiques sur Google. Cela peut sembler difficile \u00e0 r\u00e9aliser, mais sur une certaine p\u00e9riode, avec un bon plan et une bonne ex\u00e9cution, c'est r\u00e9alisable.<\/p>\n

Pages d'atterrissage<\/strong><\/p>\n

Vos pages de renvoi doivent faire passer votre message de mani\u00e8re concise et pr\u00e9cise. Cr\u00e9ez des pages de renvoi solides et conviviales sur votre site Web. Les pages de renvoi doivent mettre en \u00e9vidence votre argument de vente universel et comporter un appel \u00e0 l'action solide et rapide.<\/p>\n

Structure du site web<\/strong><\/p>\n

Souvent, les sites Web les plus r\u00e9ussis sont ceux qui sont simples. Essayez de cr\u00e9er une structure de site Web conviviale et construite en gardant l'utilisateur final \u00e0 l'esprit. \u00c9vitez d'utiliser des m\u00e9dias excessifs qui d\u00e9tournent l'attention des utilisateurs. Il doit \u00eatre facile pour un utilisateur de trouver ce qu'il cherche sur votre site. Faites appel \u00e0 un bon architecte de sites Web qui vous aidera \u00e0 optimiser la structure de votre site et \u00e0 faire en sorte qu'il soit l\u00e9ger et suffisant pour attirer le public.<\/p>\n

Plan m\u00e9dias sociaux<\/strong><\/p>\n

Un plan de m\u00e9dias sociaux ne consiste pas seulement \u00e0 cr\u00e9er des messages pour les m\u00e9dias sociaux et \u00e0 les publier en permanence. Il doit y avoir un moyen d'impliquer votre public dans ces messages. La publication de questionnaires de r\u00e9troaction rapide et l'offre de cadeaux gratuits \u00e0 votre public sont des moyens d'y parvenir. Veillez \u00e9galement \u00e0 r\u00e9pondre aux questions de vos utilisateurs sur les m\u00e9dias sociaux dans un d\u00e9lai raisonnable (60 minutes).<\/p>\n

Utiliser l'analyse<\/strong><\/p>\n

Vos efforts en mati\u00e8re de marketing num\u00e9rique doivent \u00eatre constamment mesur\u00e9s. C'est essentiel pour conna\u00eetre le retour sur investissement de vos efforts ainsi que pour savoir ce qui a fonctionn\u00e9 et ce qui n'a pas fonctionn\u00e9 la derni\u00e8re fois. Ces chiffres doivent \u00eatre exploit\u00e9s dans votre prochaine campagne. De nombreux outils, dont Google Analytics, sont disponibles pour suivre la port\u00e9e de votre marketing num\u00e9rique.<\/p>\n

Soyez honn\u00eate avec votre contenu, faites autorit\u00e9 en termes de port\u00e9e et d'engagement, mettez en place des canaux de communication fr\u00e9quents avec votre public et continuez \u00e0 suivre les r\u00e9ponses - Tout cela vous garantira une croissance l\u00e9g\u00e8rement plus lente mais d\u00e9finitive de votre public cible et des conversions s\u00fbres !<\/p>\n

Si vous voulez apprendre \u00e0 devenir un sp\u00e9cialiste du marketing num\u00e9rique \u00e0 votre propre rythme, rejoignez notre cours en ligne gratuit ici. Associ\u00e9 en marketing num\u00e9rique (gratuit)<\/a><\/p>\n

Nous, \u00e0 Vente rationnelle<\/a> sont des experts qui vous aident \u00e0 concevoir et \u00e0 ex\u00e9cuter vos campagnes de marketing num\u00e9rique. Nous savons comment cr\u00e9er le bon contenu, utiliser les bons outils et faire en sorte que votre campagne obtienne la meilleure visibilit\u00e9 possible. Parlez-nous<\/a> d\u00e8s aujourd'hui pour savoir comment nous pouvons vous aider.<\/p>\n

(\u00c9crit par - Mansi Jain<\/a> pour RationalSelling)<\/p>\n<\/div>\n

<\/div>\n
<\/div>","protected":false},"excerpt":{"rendered":"

  Que vous vous lanciez dans le marketing num\u00e9rique pour la premi\u00e8re fois ou que vous en ayez d\u00e9j\u00e0 exp\u00e9riment\u00e9 des bribes, un plan de marketing num\u00e9rique solide et \u00e0 fort impact est essentiel \u00e0 la r\u00e9ussite de votre entreprise et \u00e0 son d\u00e9veloppement. <\/p>","protected":false},"author":8,"featured_media":9626,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[6],"tags":[21705,21706,21707,21708,21709,21704,21699,21698,21689,21690,11],"class_list":["post-9625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-globalsales","tag-b-to-b-sales","tag-digital-marketing","tag-social-media","tag-search-engine-optimization","tag-sales","tag-recruitment","tag-software-solutions","tag-rational-selling","tag-rational-selling-and-sourcing","tag-seo","pmpro-has-access"],"acf":[],"yoast_head":"\nDefinitive Guide to Digital Marketing - 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