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Le guide du webmarketing

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Une feuille de route simplifiée pour élaborer, piloter et mesurer votre stratégie webmarketing.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Le guide du webmarketing

  1. 1. MEDIAMAISPASQUE - janvier 2015 1
  2. 2. 2 EN AMONT DE LA STRATÉGIE WEB MARKETING Analyse interne Analyse externe benchmark Définition des objectifs Définition des personas Analyse SWOT de l’entreprise Audit du site :  Audience  SEO  Structure  Sémantique  Expérience utilisateur  Contenus  design  Médias sociaux  Ressources internes et externes  Budget  Attirer des prospects  Fidéliser ses clients  Promouvoir sa marque  Modifier son image  Investir un nouveau territoire  Promouvoir : - un service - un produit - un évènement Analyse du marché Taille Croissance Tendances Principaux concurrents Benchmark sites concurrents  Audience  SEO  Structure  Sémantique  Expérience utilisateur  Design  Contenus  Médias sociaux  Identité  Objectifs et challenges Valeurs/craintes  Message marketing à délivrer  Informations additionnelles
  3. 3. 3 UNE STRATÉGIE WEB MARKETING POURQUOI FAIRE? Attirer des prospects Fidéliser Ses clients Promouvoir sa marque Modifier son image Investir un nouveau territoire Promouvoir un service un produit un évènement POE Paid media Owned media Earned media
  4. 4. 4 DÉFINITION DES PAID, OWNED ET EARNED MEDIA (POE) Médias que l’entreprise contrôle Owned Media Médias détenus Earned Media Médias gagnés Paid Media Médias payés Médias que l’entreprise obtient gratuitement Médias que l’entreprise rémunère pour y être affichée
  5. 5. 5 PREMIER NIVEAU D’UNE STRATÉGIE WEB MARKETING  TROUVABLE  VISIBLE  CONSULTABLE  ACCUEILLANT  CONNECTE SEO : Search engine optimisation SEM : Search Engine Marketing SMO : social media optimisation SEA : Search engine advertising ⇢ SMO + SEA
  6. 6. 6 DEUXIÈME NIVEAU D’UNE STRATÉGIE WEB MARKETING  UTILE  ENGAGEANT  REACTIF  CREATIF  ATTENTIF
  7. 7. 7 LES ÉLÉMENTS D’UNE STRATÉGIE WEB MARKETING Blogs Sites d’actu Blogueurs invités Témoignages Bio auteurs Articles d’experts Partenaires professionnels Annuaires de blogs Communiqués de presse Affiliés Récompenses Infographies Evènements ACHETER Commander Acheter SE RENSEIGNER Formulaire de contact Questionnaires SE CONNECTER Suivez-nous sur Twitter Abonnez-vous à la newsletter/emails Like Facebook Abonnez-vous au blog Rejoignez-nous sur LinkedIn TELECHARGER Contenus phares Contenus premium E-books Livre blanc Acquérir des backlinks CONFIANCE
  8. 8. 8 L’ENGAGEMENT DE L’AUDIENCE PAR LES CONTENUS Conscience: contenus pour capter l’attention de la cible Attention: contenus pour convaincre les prospects Recherche: contenus experts pour prospects experts Consideration : utilisateurs en recherche active Conversion : utilisateurs ayant sélectionné l’entreprise Ambassadeur : utilisateurs qui recommandent l’entreprise
  9. 9. 9 OBJECTIFS DE L’ENTONNOIR DES VENTES ToFu — Top of the Funnel MoFu — Middle of the Funnel BoFu — Bottom of the Funnel Générer du trafic Générer des leads Générer des prospects Générer des clients TOFU MOFU BOFU Faible barrière à la vente White Paper, tutoriel, webinar, etc. Aucune barrière à la vente Blog, médias sociaux, CP, infographies, etc. Moyenne barrière à la vente Ebook, long vidéo, case study Forte barrière à la vente Démos, brochure, évènements, etc.
  10. 10. 10 CORRÉLER LES OBJECTIFS AUX CONTENUS Conscience Attention Recherche Considération Conversion Ambassadeur Données de consommation Datas de partage Datas de génération de leads Datas de ventes
  11. 11. 11 CONTENUS DE L’ENTONNOIR DES VENTES ToFu — Top of the Funnel MoFu — Middle of the Funnel BoFu — Bottom of the Funnel Générer du trafic Générer des leads Générer des prospects Générer des clients TOFU MOFU BOFU Formulaires, livres blancs, landing page, call to action, contenus, architecture du site. Blog, référencement, médias sociaux, RP, CP, emailing Newsletter, lead nurturing, marketing automation Fidélisation : emailing, invitations, etc.
  12. 12. 12 LA MÉTHODOLOGIE INBOUND MARKETING ATTIRER CONVERTIR CONCLURE FIDELISER ETRANGER VISITEUR LEAD CLIENT AMBASSADEUR Blog Page SEO Médias sociaux Call to action Landing page Opt-in Contact Lead nurturing Emails - Workflow Lead scoring Intégration CRM Médias sociaux Call to action Email Workflow
  13. 13. 13 5 INDICATEURS POUR PILOTER UNE STRATÉGIE WEBMARKETING ACQUISITION ACTIVATION RETENTION RECOMMANDATIONS CHIFFRE D’AFFAIRES ETAPES DU PARCOURS UTILISATEUR Stratégie  webmarketing Prospect VisiteurX• Temps passé>moy du site • Nb de pages vues>1 • Opt-in • Téléchargements • Commentaires KPI Prospect Actif • Utilisation des fonctionnalités (publier, télécharger, jouer, tester, commenter, noter, etc.) Prospect fidèle • Nb de connections • Nb d’activations • Période de référence dépend du produit ou service Fan • Nb de mentions sur les réseaux sociaux • Nb de parrainages Client • CA généré • Renouvellement • Ratio prospects • /clients X CA Conversions
  14. 14. b.poncharal@mediamaispasque.fr +33 620405067 14 Et pour vous former et vous accompagner dans votre stratégie marketing numérique Contactez moi Brigitte Poncharal Fondatrice de Mediamaispasque www.mediamaispasque.fr

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