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Marketing digital pour les managers - Support de formation vidéo

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Extraits choisis du support du tutoriel vidéo "Le marketing digital pour les managers". Cette formation professionnelle s'adresse à : des décideurs, CEOs, chefs de projet, chargés de produits, responsables communication... Bref tout un panel de néophytes en web-marketing qui souhaitent monter en compétences. Parler le jargon métier, comprendre les tenants et aboutissants du marketing digital pour décider quels leviers activer selon sa stratégie et ses objectifs.
Pas de pré-requis.
L'objectif de la formation : découverte / montée en compétence / vue d'ensemble des concepts et leviers.

Publicado en: Marketing
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Marketing digital pour les managers - Support de formation vidéo

  1. 1. Le marketing digital pour les managers ATTENTION : ce document est le résultat de ma SELECTION du support que j’ai utilisé pour réaliser le tutoriel vidéo à consulter sur http://www.elephorm.com/apprendre-marketing-digital
  2. 2. Qui, quoi, pourquoi ?
  3. 3. Si, pour vous, le web marketing c’est… Plutôt un désert hostile ?
  4. 4. Nous allons tendre vers Un environnement propice à votre épanouissement sur le web
  5. 5. Concepts Clés 1. Sources de Trafic 2. Pages d’atterrissage 3. Interactions & incitation à l’action 4. Objectifs & indicateurs de performance
  6. 6. Processus de recherche Intention de recherche Classement de résultats Clic sur l’un des résultats
  7. 7. Problèmes de compréhension ?
  8. 8. Pages & mots clés Réflexion sur les mots clés Page de d’atterrissage ad hoc
  9. 9. Rappel des concepts clés 1. Attention aux pages « cul de sac » 2. Adéquation sémantique entre pages et recherches 3. Positions différentes de vos pages dans Google
  10. 10. Interactions & incitation à l’action
  11. 11. A.I.D.A. Attention Intérêt Désir Action Page de destination / d’entrée / d’atterrissage Calls to action / Incitations à l’action
  12. 12. L’internaute Multiples visages…
  13. 13. Lire sur écran
  14. 14. Intertitre Intertitre Intertitre Visuel Liens contextuels Titre éditorial LECTURE RÉELLE Call to action Intertitre Intertitre Intertitre Visuel Liens contextuels Titre éditorial LECTURE PRÉVISIONNELLE Call to action Internaute > lecture sélective
  15. 15. Rédaction en pyramide inversée Titre & chapô Qui, quoi, où, quand, pourquoi ? Combien, comment ? Règle des 5 W : Who, What, Where, When, Why? How much, How? + important - important
  16. 16. Votre audience C’est elle qui est aux commandes, derrière son ordinateur, sa tablette ou son téléphone mobile…
  17. 17. Référencement Naturel LEVIERS DU MARKETING DIGITAL
  18. 18. Levier Référencement Naturel Contexte Lancement de site, mise à jour, ou audit de l’existant Besoins / objectif ? Visibilité dans les pages de résultats Trafic qualifié depuis les moteurs Contraintes Résultats potentiellement longs Ressources techniques, voire éditoriales
  19. 19. Critères SEO
  20. 20. B.A. BA. des moteurs L’internaute saisit sa requête Algorithme des moteurs 1ère page de résultats Affichage des résultats jugés les plus pertinents Plusieurs centaines de critères de classement des résultats
  21. 21. 3 piliers du référencement naturel Popularité Contenu Technique Contenus textuels & mots clés recherchés par les internautes Facteurs bloquants vs. site optimisé pour les moteurs Netlinking un lien = un vote
  22. 22. SEO efficace Tient compte de 2cibles : 1. Les internautes 2. Les moteurs de recherche
  23. 23. Référencement Naturel Site bien construit Contenus de qualité Avis et liens entrants +++ ❷ ❶ ❸
  24. 24. Référencement Naturel Site bien construit Contenus de qualité Avis & liens entrants +++ ❷ ❶ ❸ Temps Effort
  25. 25. L’importance des mots clés
  26. 26. Longue traîne de mots clés
  27. 27. Arborescence et sémantique Accueil Catégorie 1 A B Catég. 2 C Arborescence Requêtes liées Marque Termes génériques catégorie 1 Spécificités A Spécificités B Termes catég. 2 Spécificités C
  28. 28. Facteurs handicapants
  29. 29. Exemple de message affiché sur une page introuvable
  30. 30. Adresses URL pérennes Page vers laquelle rediriger Page supprimée | déplacée | avec ou sans 3w
  31. 31. Référencement Payant LEVIERS DU MARKETING DIGITAL
  32. 32. Levier Référencement Payant Contexte Visibilité et trafic depuis les moteurs de recherche ou d'autres sites internet, dans de brefs délais Besoins / objectifs : ↑ Transactions ↑ Notoriété Actualité ponctuelle Contraintes Enveloppe budgétaire Paramétrage initial + suivi
  33. 33. Exemple > FaceBook
  34. 34. Pub Elephorm sur FaceBook
  35. 35. Emailing, SMS Marketing & Marketing Automation LEVIERS DU MARKETING DIGITAL
  36. 36. Leviers Emailing, SMS Marketing & Marketing Automation Contexte Communication personnalisée Besoins / objectifs : Transformer des prospects Relancer clients / leads Fidéliser des contacts Contraintes : Base de contacts qualifiés (opt-in)
  37. 37. Rappel des points clés 1. Communication personnalisée 2. Segmentation & ciblage fin (CRM) 3. Emails transactionnels à soigner 4. Penser « responsive » 5. Prévoir des contenus digitaux 6. Mesure de performance
  38. 38. Comment sortir du lot ?
  39. 39. Popularité & référencement (SEO)
  40. 40. Accueil Catégorie 1 A B Catég. 2 C Popularité & référencement Sites tiers Votre site
  41. 41. Rappel des points clés 1. Netlinking pérenne → naturel & qualitatif 2. Effort continu, long terme 3. ↑ de mentions & partages (vs. ↑ hyperliens) 4. Attirer influenceurs de votre secteur
  42. 42. Marketing de contenu
  43. 43. L’internaute & VOUS
  44. 44. Etapes clés Support de publication Relayer et promouvoir Viralisation ❷ ❶ ❸
  45. 45. Rencontre d’attentes ? Votre cible Vous
  46. 46. Réseaux sociaux
  47. 47. METHODOLOGIE Qui est CM ? S’outiller Planifier Influenceurs KPI
  48. 48. Rappel des points clés 1. Mise en place d’une charte 2. Outils / automatisation 3. Organisation en interne 4. Définir des indicateurs
  49. 49. Piloter un projet de web- marketing
  50. 50. Sommaire Expérience utilisateur ◦ Persona Optimisation continue ◦ Analyse de l’existant ◦ Ecueils et points de vigilance Mesure de la performance ◦ Indicateurs transversaux, B2B, B2C ◦ Outils
  51. 51. Expérience utilisateur PILOTER UN PROJET DE WEB-MARKETING
  52. 52. Rappel des points clés 1. Se projeter → comportement sur le web, attentes, usages d’une audience ciblée 2. 1 persona principal (des personae 2ndaires) 3. Avec collaborateurs connaissant vos prospects & clients 4. Impact : arborescence du site, maquettes des pages, calls to action, choix du vocabulaire
  53. 53. Analyse de l’existant PILOTER UN PROJET DE WEB-MARKETING
  54. 54. Départ & arrivée ?
  55. 55. Analyse de l’existant Contexte Lancement ou mise à jour de site Besoins / objectif ? Déficiences vs. points forts Définition stratégie performante Contraintes Données statistiques, outils Connaissance marché / audience
  56. 56. Ecueils et points de vigilance PILOTER UN PROJET DE WEB-MARKETING
  57. 57. Rappel des points clés 1. Occuper le terrain A.S.A.P. 2. Combiner les leviers 3. Expérience utilisateur ! 4. Sémantique, contenus & mots clés 5. Stratégie : cap, échéances, éthique, échanges, penser fidélisation 6. Pilotage Projet : veille… 7. Optimisation continue : navigation / arborescence, éditorial & sémantique, technique
  58. 58. Mesure de la performance PILOTER UN PROJET DE WEB-MARKETING
  59. 59. Mesurer vos performances Contexte Nouveau projet / site Perte de performances Analyse des campagnes lancées Besoins / objectif ? Stratégie + agressive / concurrents Décliner actions court / moyen / long terme Ajustements : quoi, quand & comment ? Contraintes Sélection de KPIs Investir dans les bons outils
  60. 60. 1. Web Analytics ou mesure d'audience 2. Compte Outils pour les Webmasters (Google ou Bing) 3. Suivi de positions dans les moteurs de recherche 4. Suivi de popularité / link building 5. Alertes / mentions / e-réputation S’outiller
  61. 61. Rappel des points clés 1. Monitorer la performance de ses actions 2. Reporting simple & régulier → tableau de bord de KPI bien définis 3. Outils → des tendances (fiabilité statistique) 4. Analyse des statistiques d’audience & outils d’e-réputation → ajustements continus
  62. 62. Pour conclure
  63. 63. Créativité, inventivité, agilité, innovation Itérations. Bon sens & pragmatisme Données : motivations & freins utilisateur Critères différenciants Approche itérative Etat d’esprit « growth-hacking »

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