{"id":6624,"date":"2016-05-23T13:11:51","date_gmt":"2016-05-23T12:11:51","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=6624"},"modified":"2016-05-23T13:21:47","modified_gmt":"2016-05-23T12:21:47","slug":"les-7-etapes-indispensables-dune-strategie-inbound-marketing-gagnante","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/les-7-etapes-indispensables-dune-strategie-inbound-marketing-gagnante-2016-05-23","title":{"rendered":"Les 7 \u00e9tapes indispensables d\u2019une strat\u00e9gie Inbound Marketing gagnante"},"content":{"rendered":"<p>Vous d\u00e9sirez faire venir \u00e0 vous les prospects et clients gr\u00e2ce \u00e0 de nouvelles techniques marketing ? Faites le point sur 7 \u00e9tapes indispensables pour une strat\u00e9gie Inbound Marketing gagnante.<\/p>\n<p>Saviez-vous qu\u2019une strat\u00e9gie Inbound Marketing bien ficel\u00e9e peut vous aider \u00e0 vous sortir la t\u00eate de l\u2019eau si votre structure est en difficult\u00e9\u00a0? Pour que vos efforts soit payants vous devez planifier et tracer en amont une strat\u00e9gie \u00ab\u00a0b\u00e9ton\u00a0\u00bb. Gros plan sur 7 \u00e9tapes primordiales pour une campagne Inbound Marketing r\u00e9ussie.<\/p>\n<ul>\n<li><b>\u00c9tape 1. Identifier son audience <\/b><\/li>\n<\/ul>\n<p>Premi\u00e8re \u00e9tape de cr\u00e9ation d\u2019une campagne Inbound Marketing\u00a0: l\u2019identification de votre principale cible. Cela devrait vous aider \u00e0 comprendre quels sont les besoins en information \u00e0 satisfaire gr\u00e2ce aux efforts Inbound Marketing.\u00a0 En ce sens, pour avoir une profonde connaissance de votre public cible, la cr\u00e9ation d\u2019un persona correspondant \u00e0 l&rsquo;identit\u00e9 de votre public cible ou du client id\u00e9al est absolument in\u00e9vitable.<\/p>\n<p>Pour cr\u00e9er ce buyer persona, une certaine m\u00e9thodologie doit \u00eatre respect\u00e9e. Effectivement quelques crit\u00e8res<i> <\/i>importants sont \u00e0 prendre en compte, tels que\u00a0:<\/p>\n<ul>\n<li>La tranche d\u2019\u00e2ge\u00a0: Identifier la tranche d&rsquo;\u00e2ge de vos clients id\u00e9aux donne un aper\u00e7u du type de contenu qui correspondra le mieux \u00e0 leur go\u00fbt. Et pour cause, ce qui conviendra \u00e0 un persona ayant entre 19 et 24 ans ne s\u00e9duira pas les 34 \u00e0 40ans.<\/li>\n<\/ul>\n<ul>\n<li>Les loisirs\u00a0: Quels sont les hobbies et les sujets de pr\u00e9dilection de votre audience\u00a0? En ad\u00e9quation avec votre strat\u00e9gie Inbound Marketing, connaitre les centres d\u2019int\u00e9r\u00eats de votre cible permet de concevoir une campagne marketing lui correspondant parfaitement.<\/li>\n<\/ul>\n<ul>\n<li>Les revenus\u00a0: Crit\u00e8re non n\u00e9gligeable, \u00eatre au fait des revenus de vos clients cibles, permet de cibler les produits correspondant \u00e0 leur pouvoir d\u2019achat.<\/li>\n<\/ul>\n<p>Bien entendu, d\u2019autres facteurs peuvent \u00eatre envisag\u00e9s lors de la cr\u00e9ation d\u2019un persona. La mani\u00e8re dont sont d\u00e9taill\u00e9es et cibl\u00e9es les diff\u00e9rentes data recueillies sur votre audience permet d\u2019affiner davantage votre analyse sur les habitudes de consommation et le processus d\u2019achat de votre audience.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/buyerPersonaSourceZerogravitymarketing.com_.jpg\" rel=\"http:\/\/zerogravitymarketing.com\/developing-buyer-personas\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-6625\" style=\"border: 1px solid black;\" alt=\"buyerPersonaSourceZerogravitymarketing.com\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/buyerPersonaSourceZerogravitymarketing.com_.jpg\" width=\"670\" height=\"377\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/buyerPersonaSourceZerogravitymarketing.com_.jpg 670w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/buyerPersonaSourceZerogravitymarketing.com_-300x168.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/buyerPersonaSourceZerogravitymarketing.com_-610x343.jpg 610w\" sizes=\"auto, (max-width: 670px) 100vw, 670px\" \/><\/a><\/p>\n<ul>\n<li><b>\u00c9tape 2. D\u00e9finir des objectifs <\/b><\/li>\n<\/ul>\n<p>Votre campagne Inbound marketing se doit d\u2019\u00eatre \u00e9tablie sur un ensemble d&rsquo;objectifs \u00e0 atteindre. Ceux-ci d\u00e9termineront si vos efforts portent leurs fruits ou non.\u00a0 Avant de vous lancer \u00e0 corps perdu dans votre nouvelle campagne Inbound Marketing, il est alors recommand\u00e9 de se fixer des objectifs SMART (sp\u00e9cifiques, mesurables, atteignables, r\u00e9alistes et cadr\u00e9s dans le temps).<\/p>\n<p>Ces objectifs peuvent alors ressembler aux suivants\u00a0:<\/p>\n<ul>\n<li>Atteindre X nombre d&rsquo;adeptes\/followers sur les r\u00e9seaux sociaux.<\/li>\n<\/ul>\n<ul>\n<li>Attirer X leads gr\u00e2ce \u00e0 la \u201cvente entonnoir\u201d.<\/li>\n<\/ul>\n<ul>\n<li>Faire des entreprises X et Y nos partenaires d\u2019ici la fin du trimestre.<\/li>\n<\/ul>\n<p>Il est tr\u00e8s important de rester clair sur ce que sont vos objectifs et comment vous avez l&rsquo;intention de les atteindre. Au fur et \u00e0 mesure de l\u2019avancement de la campagne, surveillez leurs \u00e9volutions permet de<b> <\/b>discerner quand effectuer des ajustements dans vos efforts.<\/p>\n<ul>\n<li><b>\u00c9tape 3. Mettre en place un syst\u00e8me de reporting et de suivi<\/b><\/li>\n<\/ul>\n<p>De nombreux commer\u00e7ants font l&rsquo;erreur d&rsquo;ignorer les tableaux de reporting dans leur strat\u00e9gie marketing. Pourtant tenir une documentation marketing aide \u00e0 \u00e9viter beaucoup de pi\u00e8ges puisqu\u2019elle permet de pr\u00e9venir les actions r\u00e9p\u00e9titives \u00e0 automatiser, retrace l&rsquo;efficacit\u00e9 de vos efforts \u00e0 l\u2019aide de KPI, tout en gardant une trace des progr\u00e8s de votre strat\u00e9gie Inbound Marketing. Ce tableau doit refl\u00e9ter les r\u00e9sultats de votre strat\u00e9gie marketing. De cette fa\u00e7on, il est plus facile de discerner la direction \u00e0 prendre et les am\u00e9liorations \u00e0 apporter \u00e0 votre campagne.<\/p>\n<ul>\n<li><b>\u00c9tape 4. Identifier ses canaux de diffusion et de vente<\/b><\/li>\n<\/ul>\n<p>Quels canaux vous aideront \u00e0 atteindre le public que vous souhaitez toucher ? Quel est l\u2019engagement de votre public sur les diff\u00e9rents canaux identifi\u00e9s\u00a0? Reconnaitre vos canaux, c\u2019est aussi d\u00e9terminer leurs faiblesses et ce qui les s\u00e9pare des autres. Ainsi identifier vos canaux marketing vous donne la mesure des points suivants\u00a0:<\/p>\n<ul>\n<li>Quels types de contenu votre audience moyenne pr\u00e9f\u00e8re\u00a0?<\/li>\n<\/ul>\n<ul>\n<li>Comment mesurer la port\u00e9e des contenus\u00a0? Votre <a href=\"https:\/\/www.facebook.com\/help\/336143376466063\/\" target=\"_blank\">port\u00e9e sur Facebook<\/a> pourrait repr\u00e9senter en moyenne 11 % de vos fans au total, par exemple.<\/li>\n<\/ul>\n<ul>\n<li>Quelle est la valeur des annonces sponsoris\u00e9es sur les diff\u00e9rents canaux ?<\/li>\n<\/ul>\n<ul>\n<li>Sur quelle plateforme votre public est-il le plus pr\u00e9sent\u00a0?<\/li>\n<\/ul>\n<p>Ne pas discerner ses canaux, c\u2019est passer \u00e0 c\u00f4t\u00e9 de donn\u00e9es essentielles pour comprendre quels sont ceux qui sont les plus lucratifs et les plus prometteurs.<\/p>\n<ul>\n<li><b>\u00c9tape 5. D\u00e9velopper sa strat\u00e9gie d\u2019acquisition<\/b><\/li>\n<\/ul>\n<p>Comment pensez-vous utiliser les outils marketing et les m\u00e9thodes \u00e0 disposition pour attirer de nouveaux prospects ? Maintenant que vous savez\u00a0 pour qui et sur quelle plateforme communiquer, il faut dor\u00e9navant activer les diff\u00e9rents leviers de visibilit\u00e9 destin\u00e9s \u00e0 attirer une audience qualifi\u00e9e jusqu\u2019\u00e0 vous. Au c\u0153ur du process Inbound Marketing, le marketing de contenu (sous forme d\u2019articles de blog, d\u2019infographies, de vid\u00e9os ou de livres blancs) tient compte des param\u00e8tres de r\u00e9f\u00e9rencement et doit \u00eatre soutenu\u00a0par les r\u00e9seaux sociaux (social media marketing) pour g\u00e9n\u00e9rer du trafic. Il ne reste plus qu\u2019\u00e0 convertir les visiteurs du site internet\u00a0en clients.<\/p>\n<ul>\n<li><b>\u00c9tape 6. Penser sa prospection avec un\u00a0 \u00ab\u00a0entonnoir\u00a0\u00bb de vente<br \/>\n<\/b><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/inbound-marketing-sales-funnel.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6626\" style=\"border: 1px solid black;\" alt=\"inbound-marketing-sales-funnel\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/inbound-marketing-sales-funnel.jpg\" width=\"640\" height=\"350\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/inbound-marketing-sales-funnel.jpg 640w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/inbound-marketing-sales-funnel-300x164.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/05\/inbound-marketing-sales-funnel-610x333.jpg 610w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p>Comprendre que vos prospects ou clients sont \u00e0 diff\u00e9rents niveaux de l\u2019entonnoir de vente<span style=\"text-decoration: line-through;\">s<\/span> permet de trouver des id\u00e9es et des plans pour r\u00e9pondre aux besoins de chacun. Il y a diff\u00e9rentes \u00e9tapes \u00e0 l&rsquo;entonnoir Inbound Marketing : ToFu (Top of the Funnel ou le sommet de l&rsquo;entonnoir), mofu (milieu de l\u2019entonnoir) et BoFu enfin (bas de l&rsquo;entonnoir).<\/p>\n<p>Le ToFu repr\u00e9sente habituellement jusqu&rsquo;\u00e0 80% des prospects. A ce niveau, ce sont des acheteurs d\u00e9sirant r\u00e9pondre \u00e0 un besoin particulier. Ils cherchent donc \u00e0 trouver les informations qui les guideront \u00e0 la meilleure offre\/solution. C\u2019est pour eux qu\u2019il est crucial de tenir un blog d\u2019entreprise dont les contenus optimis\u00e9s et de qualit\u00e9 permettent d\u2019accro\u00eetre le trafic des visiteurs sur votre site web. L\u2019objectif est alors de les guider \u00e0 la transition vers l&rsquo;\u00e9tape BoFu\u00a0 ou l&rsquo;\u00e9tape d\u2019achat.<\/p>\n<ul>\n<li><b>\u00c9tape 7. Passer \u00e0 l\u2019action <\/b><\/li>\n<\/ul>\n<p>Apr\u00e8s les 6 pr\u00e9c\u00e9dentes phases pr\u00e9paratoires, il est temps de passer au niveau sup\u00e9rieur\u00a0! Pour mettre en \u0153uvre une strat\u00e9gie Inbound Marketing efficace et attirer du trafic vers votre entonnoir de vente<strong>,<\/strong> vous devez alors optimiser correctement chacune de ces 3\u00a0\u00e9tapes\u00a0:<\/p>\n<ul>\n<li>Acquisition de trafic<\/li>\n<\/ul>\n<ul>\n<li>G\u00e9n\u00e9ration de leads, lead nurturing et conversion<\/li>\n<\/ul>\n<ul>\n<li>Ventes<\/li>\n<\/ul>\n<p>Bien-entendu, votre strat\u00e9gie Inbound Marketing ne se termine pas \u00e0 la l\u2019\u00e9tape des ventes, bien au contraire\u00a0! Plus que jamais utile, le syst\u00e8me de reporting et de suivi de vos actions Inbound Marketing (\u00e9tapes 3) permet ainsi d\u2019analyser le succ\u00e8s de vos actions et\/ou d\u2019apporter quelques am\u00e9liorations \u00e0 votre strat\u00e9gie.<\/p>\n<p>Besoin d&rsquo;aide pour transformer vos visiteurs en prospects, leads et clients ? Avec VISIPLUS academy, faites le point en 1 journ\u00e9e sur les nouvelles techniques de l<a href=\"https:\/\/academy.visiplus.com\/formation-inbound-marketing.php\" target=\"_blank\">\u2019<\/a><a href=\"https:\/\/academy.visiplus.com\/formation-inbound-marketing.php\" target=\"_blank\">Inbound Marketing<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous d\u00e9sirez faire venir \u00e0 vous les prospects et clients gr\u00e2ce \u00e0 de nouvelles techniques marketing ? Faites le point sur 7 \u00e9tapes indispensables pour une strat\u00e9gie Inbound Marketing gagnante. Saviez-vous qu\u2019une strat\u00e9gie Inbound Marketing&#8230;<\/p>\n","protected":false},"author":2,"featured_media":6633,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[452,161],"tags":[169,391],"class_list":["post-6624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing-web-et-e-business","category-web-et-e-business","tag-inbound-marketing","tag-strategie-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les 7 \u00e9tapes indispensables d\u2019une strat\u00e9gie Inbound Marketing gagnante - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Vous d\u00e9sirez faire venir \u00e0 vous les prospects et clients gr\u00e2ce \u00e0 de nouvelles techniques marketing ? 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