Atelier5 stratégie digitalemarketing
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Découvrez les 5 piliers à respecter pour établir une bonne Stratégie Digitale !
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Atelier5 stratégie digitalemarketing
- 1. Gilles Dandel - WSI Mai 2016 ©2015 WSI. All rights reserved. LES 5 PILIERS D’UNE STRATÉGIE MARKETING DIGITALE EN 2016
- 2. SOMMAIRE ● Présentation de WSI ● Pourquoi définir une stratégie Marketing Digitale ? ● Comment Faire ? ● Témoignages ● Q& A
- 3. WSI : GO DIGITAL, BE SUCCESSFUL SOLUTIONS DE RÉFÉRENCE RÉSEAU INTERNATIONAL D’AGENCES MÉTHODOLOGIE ORIENTÉE VERS LES RESULTATS 20 ANS DE SUCCÈS EN SOLUTIONS DIGITALES WSI DIGITAL MARKETING LIFECYCLE Gilles Dandel
- 5. Prise de conscience Intérêt Décision Recherche d’information neutre pour identifier un besoin potentiel Recherche d’information concrète sur des opportunités ou solutions Recherche d’information précise sur des produits Le nouveau comportement du client 57% ont fait une recherche en ligne avant une décision d’achat 60% du parcours se fait avant la décision
- 6. Prise de conscience Intérêt Décision Idées vacances été 2015 Vacances en Corse Location gite corse du nord Le parcours illustré Où partir en vacances cet été? - L'Express Vacances- Corses.com | Le Guide de vos Vacances en Corse vacances en Corse - Gîtes de France Corse
- 7. QUELS SONT VOS CIBLES ? Produit A Produit B France Jeremy Thomas International George Sylvie
- 8. Un persona B2B •Son entreprise -Son Rôle dans l’entreprise - La Position de son entreprise sur son marché •Ses enjeux personnels dans l’entreprise -Ses objectifs et ses critères de succès -Ses défis et comment les surmonter -Son rôle dans le processus d’achat •Son comportement -Ses principales sources d’Information -Les Réseaux sociaux utilisés -Les Associations ou groupes auxquels il appartient -Ou ses Modes préférentiels d’interaction Quels sont ses besoins, ses envies ou ses défis, que cherche- t-il ? Sources d’information •Recherches sur site •Veille web et sur les réseaux sociaux •Interviews / Sondages •Les outils de gestion de la base de contact •Les informations fournies par le Commercial Le contexte client – Le persona
- 9. Quelles sont leurs attentes ?
- 10. +XX 000 000 RECHERCHES / MOIS SUR GOOGLE
- 11. +64 000 000 H/F 35-55 / USA
- 12. QUELS SONT LES POTENTIELS ? Nb de Clients Actuels Nb de Clients Potentiel Nb de nouveau clients visés Panier Moyen Marge en k€ + Marge / ans k€ Jeremy 100 1500 +10 250 +250 Thomas 150 2500 +15 350 +525 George 50 300 +5 57,5 +287,5 Sophie 20 100 +1 100 +100 Total 320 4400 +31 190 +1162,5
- 13. QUELS SONT LES FREINS ACTUELS ? Nb de Clients Actuels Nb de Clients Potentiel Freins / Difficultés Jeremy 100 1500 Manque de notoriété Thomas 150 2500 Manque de produits George 50 300 Manque de références Sophie 20 100 Barrière de la langue Total 320 4400
- 14. S M A R T E R Objectif : • Développer le CA SMARTER Objectif : • Développer le CA de Jeremy de 25% par an, à partir du 1er Mai 2016
- 15. COMMENT FAIRE ?
- 16. STRATÉGIE DIGITALE : LES 5 ÉTAPES CLEFS SITE INTERNET PERFORMANT ETRE VISIBLE AUPRES DES CIBLES TRANSFORMER LES VISITEURS EN PROSPECTS MESURER LES PERFORMANCES (KPI) Analyser Optimiser
- 17. CARAnalyse • Une analyse précise et détaillée de votre marché via Internet • La fréquence de recherche de vos produits / services • Analyse de votre situation en référencement naturel, payant et réseaux sociaux • Identification et comparaison des principaux concurrents
- 19. LE RENDRE VISIBILITE • Inbound (temps) • SEO • Marketing de contenu • Emailing personnalisés • Réseaux sociaux • … • Web Outbound ($) • PPC • Display • RTB • Emailing de masse non qualifié • Socials Ads
- 20. CONVERTIR Marketing Automation ATTRACT ÉTRANGERS CONVERT VISITEURS CLOSE LEADS DELIGHT CLIENTS AMBASSADEURS
- 22. OPTIMISER
- 23. SOCIETE XXX Stratégie Digitale Site v F + v UK SEO 120 kw vF + v UK KPI Optimisation Reporting Mensuel emailing Marketing Contenu / 4 personnas Outbound 4 personnas / Monde Social Selling / LinkedIn 4 * 4 C2A/LP/TYP Blog Marketing Automation Intégration 4 RS LinkedIn+ FB + Twitter + Pinterest
- 27. Increase phone calls from the web from 5-25 by September 1, 2017 X X X X x Double newsletter subscriptions by December 31, 2017 X X X X x Increase unique monthly visitors to our website by half, by Aug. 1, 2017 X X X X x LG C B PPC SEO EM EM SM SEO CM SM Angelina Jolie Brad Pitt Jim Carrey 2017-09-01 2017-12-31 2017-08-01
- 28. Audience globale + 2 000 000 2608 Visiteurs 75 Prospects Qualifiés 21 Clients 3000 € 2,5 % ESTIMATIONS MENSUELLES AVEC UN BUDGET DE 3 000 €/MOIS ESTIMATIONS • Coût moyen du click = 1,15 € • Nombre de visiteurs = 2608 visiteurs • Taux de conversion : 5% => 130 nouveaux prospects • 50% de « fake » => 75 prospects qualifiés • Taux de conversion des commerciaux : 33% => 21 nouveaux clients • Cout acquisition client : 139 € • Panier Moyen d’un client : 750 € • CA (pessimiste): 16 141 € / mois • ROI = 13 141 € NB : On peut augmenter ou diminuer le budget à volonté 33 %
- 30. SCENARIO 3 Site+ Blog MA KPI 2016 2017 2018 V0 fin Septembre, Blog + RS fin 2016 si confirmation début Juin Emailing Adwords Contenu INV – EXP – GAINS - PLANNING
- 31. +35 K€ DE CA EXEMPLE DE CAMPAGNE WEB 2 STORE
- 32. 18,91 % DE TAUX DE CONVERSION http://www.societetraduction.fr/interpretation-devis-lp.htm EXEMPLE DE LANDING PAGE / CG TRADUCTION
- 33. 12.88 % DE TAUX DE CONVERSION http://www.conseil-creation-entreprise-yvelines.fr/reussir-creation-entreprise-yvelines EXEMPLE DE LANDING PAGE / CABINET SOIZE
- 34. 8,26 % DE TAUX DE CONVERSION http://www.gitesdefrance-bretagne.fr/contact-reservation.html EXEMPLE DE LANDING PAGE / LOGIS MOUSTERLIN
- 35. EXEMPLES DE MINI SITES OPTIMISÉS POUR LA CONVERSION EN COURS http://http://www.flux-pompes.fr/viscoflux-mobile.html EXEMPLE DE LANDING PAGE / FLUX POMPES
- 36. EN COURS http://www.plastiform-lp.com/control-2016-exhibition.html EXEMPLE DE LANDING PAGE / PLASTIFORM
- 37. LA PUISSANCE DU VIDEO MARKETING
- 38. 8 PROJETS WSI RÉCOMPENSÉS EN 2015
- 39. VOS ATTENTES / SONDAGE Besoin d’aide pour : EVALUATION : quel est le niveau de maturité de mon entreprise à définir une stratégie Marketing Digitale ? DIAGNOSTIC : quel est le niveau de performance de ma stratégie Marketing Digitale ? OPTIMISATION : comment améliorer la performance de ma stratégie Marketing Digitale ? FORMATION : me former moi et/ou mes équipes à définir une stratégie Marketing Digitale ?
- 40. GO DIGITAL, BE SUCCESSFUL LEADERSHIP ET CRÉATIVITÉ PARTENARIATS CONNAISSANCE PRESTATION SUCCÈS
Editor's Notes
- CUSTOMIZATION NOTES: Be sure to update the month, year and your name before each presentation
- SCRIPT FOR CLIENT: The purpose of this presentation is for you to get to know who we are, what we are all about, who we’ve done business with and of course details around digital marketing specifically. CUSTOMIZATION NOTE: If you change the order of the slides or remove sections be sure to update the agenda accordingly.
- SCRIPT FOR CLIENT: But let’s be honest, there are a lot of digital marketing companies out there that can help you with your digital marketing strategy. So here’s the main reasons why companies decide to work with us over others: We’re able to deliver best in class solutions We aren’t just an individual digital marketing agency. We are backed by a powerful global network of digital marketers. We have a proven methodology that we follow to ensure we deliver results to our clients And of course our longevity in the industry and the fact that we have been around for the last 20 years So what do each of these really mean to you and how to you benefit from these if you decide to work with us?
- GDA
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- SCRIPT FOR CLIENT: But let’s be honest, there are a lot of digital marketing companies out there that can help you with your digital marketing strategy. So here’s the main reasons why companies decide to work with us over others: We’re able to deliver best in class solutions We aren’t just an individual digital marketing agency. We are backed by a powerful global network of digital marketers. We have a proven methodology that we follow to ensure we deliver results to our clients And of course our longevity in the industry and the fact that we have been around for the last 20 years So what do each of these really mean to you and how to you benefit from these if you decide to work with us?
- SCRIPT FOR CLIENT: At the center of your digital marketing strategy is your website, which needs to be user-friendly, graphically appealing and most importantly, optimized for mobile devices. And while your website is the nucleus of your digital activities, we believe it should be more than just a destination your customer visit. It needs to deliver on the brand experience you want your customers enjoy and connect with you. Our site solutions will help you put your best foot forward and make a great first impression that’s consistent with what potential customers and visitors are expecting to see from you. Whether it’s fully optimized landing pages that churn out conversions, great content that attracts visitors, advanced analytics that return important campaign metrics, or full fledge inbound marketing strategies that move your customers through your purchase funnel, we’ve got all your site solutions covered.
- SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
- SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
- SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
- SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
- GDA
- SCRIPT FOR CLIENT: So to recap here’s the main reasons why companies decide to do business with us: Our leadership and creativity: We are experts in our field and develop customized solutions for each of our clients Our partnerships: We keep good company and have friends in high places that you are able to directly benefit from through our exclusive pricing with them or access to support and training resources Our knowledge: Backed by their extensive expertise in many verticals, we use our success from one corner of the globe to understand similar issues elsewhere. This enables us to leverage global insights to help resolving your specific marketing issues. Our delivery: We build best in class solutions for our clients that are designed for your specific business needs and follow our WSI Lifecycle methodology so we can ensure we are continually funneling our learning and insights back into your campaigns for improved performance. And last but not least our success: We have 20 years of proven success under our belts. We have developed award winning solutions for our clients and can do the same for you.