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La newsletter pour maximiser votre lead nurturing

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La newsletter comme dispositif de marque pour atteindre et fidéliser les prospects? Quelle différence avec l’e-mail commercial? Quels sont ses avantages? Et quels sont ses avatars possibles?

Quelle stratégie de contenu développer pour une newsletter de marque, combinée aux e-mails commerciaux?

Quelle ligne éditoriale, quelle typologie de contenu, quelle fréquence de publication et quels indicateurs de performance?

Comment mettre en place une méthodologie en cinq étapes pour réussir son infolettre et en assurer l’utilité, l’attrait et la pérennité.

Parcourez ou revisitez le pdf de la conférence e-commerce live de @murielvdmeulen (http://ecommerce-live.net/eventcategory/wearethewords/)

Published in: Marketing
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La newsletter pour maximiser votre lead nurturing

  1. 1. Wearethewords | info@wearethewords.com E-commerce Live – 14.05.14 La newsletter comme outil de lead nurturing 1
  2. 2. Wearethewords | info@wearethewords.com A propos de Wearethewords 4 métiers en marketing et stratégie de contenu §  le conseil éditorial pour aligner vos performances sur vos besoins §  la production de contenus sur mesure pour consolider votre présence en ligne §  l'animation éditoriale pour gérer vos flux de contenus §  la formation pour accompagner vos équipes Des performances sur 3 niveaux de retour: §  R.O.I. > Retour sur investissement §  R.O.A. > Retour sur attention §  R.O.C. > Retour sur contenu 2
  3. 3. Wearethewords | info@wearethewords.com Quelques références 3
  4. 4. Wearethewords | info@wearethewords.com Au programme 1.  La newsletter comme dispositif de marque pour atteindre et fidéliser les prospects? 2.  Quelle différence avec l’e-mail commercial ? Quels sont ses avantages ? Et quels sont ses avatars possibles ? 3.  Quelle stratégie de contenu développer pour une newsletter de marque, combinée aux e-mails commerciaux ? 4.  Quelle ligne éditoriale, quelle typologie de contenu, quelle fréquence de publication et quels indicateurs de performance ? 5.  Comment mettre en place une méthodologie en cinq étapes pour réussir son infolettre et en assurer l’utilité, l’attrait et la pérennité. 4
  5. 5. Wearethewords | info@wearethewords.com La newsletter pour atteindre et fidéliser les prospects? 5
  6. 6. Wearethewords | info@wearethewords.com La newsletter comme dispositif de marque pour atteindre et fidéliser les prospects? §  Périodicité régulière §  Fréquence relative §  Plusieurs rubriques fixes §  Des microtextes §  Plusieurs messages §  Une thématique globale §  De l’information §  Du divertissement §  Une action/ promotion 6
  7. 7. Wearethewords | info@wearethewords.com Vos cibles veulent du contenu
  8. 8. Wearethewords | info@wearethewords.com Qui les aident à prendre leurs décisions Changement d’attitude §  Changer les croyances §  Changer l’importance des critères d’évaluation §  Ajouter de nouveaux critères §  Changer l’attitude globale Respect des modèles de réponse Conscience Connaissance Désir/Préférence/ Conviction Essai/Adoption
  9. 9. Wearethewords | info@wearethewords.com Vous produisez déjà des contenus pour chaque stade du processus décisionnel? ü  Fiches Produits ü  Testimonials ü  Avis d’experts ü  eBooks ü  Articles ü  Newsletter ü  Webinars ü  Comparateurs
  10. 10. Wearethewords | info@wearethewords.com Quelle différence avec l’e-mail commercial ? Quels avantages et avatars 10
  11. 11. Wearethewords | info@wearethewords.com L’e-mail: One Unique Selling Proposition ü Type/Volume de contenu ü Nature de l’offre ü Calibrage rédactionnel ü Muscle éditorial ü Un message unique ü Une USP ü Une sous-proposition
  12. 12. Wearethewords | info@wearethewords.com Les avantages de la newsletter? Un agrégateur de contenus d’aide à la décision, en mode push 12 Apprendre Voir Sentir Faire
  13. 13. Wearethewords | info@wearethewords.com Newsletter e-commerce §  Agrégation/Curation §  Fil rouge §  Titre UVP §  Iconographie §  Branding §  Ligne éditoriale
  14. 14. Wearethewords | info@wearethewords.com Newsletter Social & SEO §  Agrégation/Curation §  Fil rouge §  Index §  Microcontenus §  Péritextes §  Iconographie §  Branding §  Ligne éditoriale §  Promo §  Contenu interactif
  15. 15. Wearethewords | info@wearethewords.com Newsletter News §  Agrégation §  Edito §  Promo §  Microcontenus §  Outils de partage §  Branded content §  Custom content §  Ligne éditoriale
  16. 16. Wearethewords | info@wearethewords.com Newsletter Blog §  Agrégation §  Edito §  Articles blog §  Interviews §  Articles / tags §  Microcontenus §  Trigger
  17. 17. Wearethewords | info@wearethewords.com Quelle stratégie de contenu développer, combinée aux e- mails commerciaux? 17
  18. 18. Wearethewords | info@wearethewords.com 1. Pensez Web 3.0 Pull Push* Share 18
  19. 19. Wearethewords | info@wearethewords.com 2. Elaborez votre stratégie de réorientation Contenus sur mesure Contenus originel Thème + Cible Contenus Courts Longs Froids ✔ Chauds ✔ ✔ Surmesure ✔ ✔
  20. 20. Wearethewords | info@wearethewords.com 3. Prévoyez des clés d’entrée pour chaque besoin
  21. 21. Wearethewords | info@wearethewords.com Pensez Newsletter Customers Abonnés Free Trial Prospect Besoin avéré Prospect Besoin latent Changement d’attitude §  Changer les croyances ou l’importance des critères d’évaluation §  Ajouter de nouveaux critères Respect des modèles de réponse §  Conscience §  Connaissance §  Désir/Préférence/ Conviction §  Essai/Adoption
  22. 22. Wearethewords | info@wearethewords.com Quelle ligne éditoriale, typologie, fréquence de publication et quels indicateurs de performance? 22
  23. 23. Wearethewords | info@wearethewords.com Typologie des contenus courts* et longs Format Description # signes Repère* Indicateur, classement, suivi de prix 3000s Parcours* Dates clés, influences 4000s Point de vue* 4 à 5 informations courtes sur une thématique 3000s Fiche Produit* Info pratiques sur un produit, sujet, destination, recette 3000s Interview 3 à 4 questions min. + photo ad hoc 4000s Sélection* Sélection de produits sur un même sujet; 3 entrées min. 3000s Brève* Dépêche à diffusion rapide 800s Agenda* Evénements importants sur un sujet (3 min.) 2000s eBook Panorama d’un sujet ; plusieurs interlocuteurs 4000s Annonce* Annonce d’un événement à venir 3000s Sommaire* Récapitulatif des points marquants d’un événement 4000s Comparatif Mise en perspective d’au moins deux produits 6000s Compte-rendu* Compte-rendu sur un phénomène, une tendance 6000s Diaporama* Album de n images commentées sur un thème 2000s Article Traitement général d’un sujet général 4000s Sondage* Coup de sonde et commentaire 1500s 23
  24. 24. Wearethewords | info@wearethewords.com Ligne éditoriale §  Créativité et correction (rédactionnel) §  Relevance du message (personnalisation) §  Incentive (proposition de valeur) §  Timing (fréquence et intervalle) §  Intégration (avec autres médias) §  Conversation (many to many communication) §  Accroches (objet, cta, bannières) §  Landing pages (top to bottom of the funnel) §  Admiration §  Curiosité §  Confiance §  Intérêt §  Surprise §  Anticipation §  Optimisme §  Scepticisme
  25. 25. Wearethewords | info@wearethewords.com Techniques rédactionnelles Les leviers §  La concision §  La simplicité §  La crédibilité §  Le style rédactionnel §  Le découpage du contenu §  La mise en forme Les freins §  Ego §  Inertie §  Peur
  26. 26. Wearethewords | info@wearethewords.com Calendrier et fréquence 1 x semaine •  Contenu court/long > chaud 1 x mois •  Promo, événement, action... > opportuniste 1 x mois/2 mois •  Newsletter (6 à 8 articles + action courante) > froid
  27. 27. Wearethewords | info@wearethewords.com Indicateurs de perfrmance Être vu (ROA) §  Taux de partage §  Promotion Être lu (ROC) §  Positionnement éditorial §  Ergonomie Convertir (ROI) §  Taux d’ouverture, de clic, de partage, d’inscription, de désinscription et click-through
  28. 28. Wearethewords | info@wearethewords.com Mettre en place une méthodologie en 5 étapes. 28
  29. 29. Wearethewords | info@wearethewords.com 1. Identifiez les besoins de vos cibles 29
  30. 30. Wearethewords | info@wearethewords.com 2. Soignez le design de vos newsletters
  31. 31. Wearethewords | info@wearethewords.com 3. Identifiez les composantes (triggers)
  32. 32. Wearethewords | info@wearethewords.com 4. Scénarisez vos liaisons newsletter > e-mails Envoi Newsletter O : E-mail 1 C : E-mail 2 - : Email 3’ - : Newsletter O/C : E-mail 4 Article n O/C : Mail 1 Clic Promo O: Email 3 32
  33. 33. Wearethewords | info@wearethewords.com 5. Incitez à l’action 33
  34. 34. Wearethewords | info@wearethewords.com Abonnez-vous à nos newsletters Wearethewords.com (mensuelle) > http://eepurl.com/f300D Ecrirepourleweb.com (hebdomadaire) > http://eepurl.com/Ba6ar 34
  35. 35. Wearethewords | info@wearethewords.com Vous souhaitez aller plus loin? Formation Stratégie de contenu – Paris | 31.01.14 info@wearethewords.com 300 avenue Van Volxem | B-1190 Bruxelles Tél.:+32 2 340 16 80 21-23 Boulevard Haussmann | F-75009 Paris Tél.: +33 1 84 17 82 43 www.facebook.com/wearethewords @wearethewords @ecrirepourleweb wearethewords

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