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Conférence sur les bases du marketing digital, mairie de Médan 2016

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Introduction sur les bases du web marketing pour entrepreneurs. Présentation des 3 leviers principaux (le référencement naturel ou SEO, la publicité sur internet et les réseaux sociaux), de 2 leviers tendance (la vidéo sur internet et l'internet mobile) et un dernier levier qui reste efficace, les emailings.

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Conférence sur les bases du marketing digital, mairie de Médan 2016

  1. 1. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr @web marketing 78 Christel Capéran Ask us about our Web Marketing InitiationTrainings or Consultancy Services. Whether your customers are within a 10-mile radius or on the other side of the world there are web marketing levers to help Target the world from your home Développez votre visibilité grâce au marketing digital @
  2. 2. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Tour de table Prénom, nom, activité ? Avez-vous un site web ou blog ? Sur quels réseaux sociaux êtes-vous présents professionnellement ?
  3. 3. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Tendance SoLoMo ¤  Social ¤  Local ¤  Mobile
  4. 4. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Créer une présence sur le web
  5. 5. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Formats de présence digitale Radio Europe1 Site Blog Appli mobile Appli tablette Site mobile Réseaux sociaux • Twitter • Facebook • LinkedIn TV connectée Outdoors
  6. 6. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Les leviers du marketing digital
  7. 7. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Les leviers du marketing digital ¤ Le référencement naturel ¤ Le référencement payant = e-pub ¤ Le référencement social ¤ La vidéo sur internet ¤ La mobilité technologique ¤ Les courriels
  8. 8. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Les 3 leviers principaux
  9. 9. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr L’importance des mots clés
  10. 10. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Le référencement naturel Objectif : ¤ Etre sur la première page d’un moteur de recherche quand un internaute tape les mots clés reliés à une page de notre site.
  11. 11. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Publicité en ligne – étude SRI – PWC Source : Observatoire de l’e-pub – SRI et PWC 2016
  12. 12. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr E-pub et référencement payant
  13. 13. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Popularité des médias sociaux Source : © agence TIZ, 2015 www.tiz.fr
  14. 14. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Cahier des charges basique
  15. 15. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Cahier des charges - site vitrine ou blog ¤  Acheter soi-même son nom de domaine ¤  Choisir le bon hébergeur (en France Gandi ou OVH…) ¤  Choisir le bon logiciel (wordpress, joomla, blogger…) ¤  Penser au référencement naturel AVANT la création du site ¤  Lier un outil d’analytics et choisir maximum 5 indicateurs clés ¤  Intégrer des boutons pour les réseaux sociaux ¤  Penser à la promotion de son site
  16. 16. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr 3 autres leviers du marketing digital
  17. 17. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Vidéo sur internet = brand content Communiqué Comscore 2012 9 internautes sur 10 regardent des vidéos sur YouTube
  18. 18. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Mobilité via responsive design Ordinateur Tablette Smartphone Responsive design : développement d’un seul site qui s’adapte automatiquement à la taille de l’écran de l’ordinateur, la tablette ou le smartphone.
  19. 19. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Mobilité en France– opportunité e-pub http://www.sri-france.org/wp-content/uploads/2016/01/SRI_Infographie_ObsEpub_2015_28jan.jpg
  20. 20. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Les courriels Etude ContactLab 2011 ¤  Un des premiers leviers du marketing digital ¤  Levier qui a un coût par contact très faible Vos emails sont-ils responsive design ? ¤  Logiciels d’emailing freemium : ¤  Mailerlite (logiciel français) ¤  Mailchimp (plus de fonctionnalités pour ceux parlant anglais)
  21. 21. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Conclusion
  22. 22. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Le marketing digital en 5 points 1.  Choisir les bons leviers 2.  Choisir les bons prestataires 3.  Penser aux mots clés 4.  Penser aux outils d’analyse et la mesure de la performance 5.  Penser aux tutoriaux ou didacticiels, aux forums et blogs pour vous informer et garder un temps d’avance
  23. 23. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Conclusion ¤  La société a évoluée - ère des avis et recommandations ¤  La communication traditionnelle est optimisée avec une présence sur internet ¤  Le marketing digital est à la portée de toutes les TPE/PME Il existe une infinité d’outils et de stratégies ¤  Les budgets peuvent varier de 0€ , juste du temps passé, à plusieurs millions d’euros ¤  Avoir un temps d’avance sur ses concurrents est essentiel
  24. 24. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Que puis-je faire pour vous ? Etude ContactLab 2011 ¤  Conseil ¤  Conseil en stratégie de communication 360° ¤  Conseil en développement de visibilité internet ¤  Accompagnement pour développer les réseaux sociaux ¤  Formations ¤  Ateliers pratiques (2 heures à 55€ par personne) et formations (5 à 7 heures à180€ par personne) ¤  Formations sur le web marketing et les réseaux sociaux ¤  Ateliers pour optimiser l’utilisation d’outils tels que : ¤  Facebook, LinkedIn, Google+, Powerpoint, Weezevents, Mailerlite et Mailchimp, Canva, Twitter, google drive
  25. 25. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Formations et ateliers juin-juillet 2016
  26. 26. © Christel Capéran – Formation et conseil en web marketing - christel@wm78.fr Fin Web Marketing 78 Consultante : Christel Capéran Google+ web-marketing-78FR Facebook www.facebook/webmarketing78 LinkedIn linkedin.com/company/formations-en-marketing-digital www.wm78.fr Contact christel@wm78.fr 06 28 32 06 48 @

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