{"id":7659,"date":"2020-08-31T13:05:31","date_gmt":"2020-08-31T13:05:31","guid":{"rendered":"https:\/\/honeypot-marketing.local\/?p=7659"},"modified":"2024-10-04T16:04:15","modified_gmt":"2024-10-04T20:04:15","slug":"feuilles-de-route-des-campagnes-de-vacances","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/ecommerce\/holiday-campaign-roadmaps\/","title":{"rendered":"4 feuilles de route de campagne que vous pouvez utiliser pour votre marketing de fin d&#039;ann\u00e9e"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/OvBrF-1dqV8\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"4 Campaign Roadmaps You Can Use for your Holiday Marketing\" \/><meta itemprop=\"uploadDate\" content=\"2020-08-31T13:05:31-04:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT47M23S\" \/><meta itemprop=\"description\" content=\"If you&#039;re not sure where to take your marketing for the holidays, we&#039;re sharing 4 holiday campaign roadmaps that you can use during the coming festive months.In our previous blog that you can find here, we talked about the importance of getting you...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/4_Campaign_Roadmaps_You_Can_Use_for_your_Holiday_Marketing.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"thumbnailURL\" content=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/AugustYoutubeThumbnail-145.jpg\" \/><meta itemprop=\"contentSize\" content=\"43.4\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2F4_Campaign_Roadmaps_You_Can_Use_for_your_Holiday_Marketing.mp3%3FawCollectionId%3D1033945%26aw_0_azn.pgenre%3DBusiness%26aw_0_1st.ri%3Dblubrry%26aw_0_azn.pcountry%3DCA%26aw_0_azn.planguage%3Den-ca%26cat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26aw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Ffr%2Fecommerce%2Fholiday-campaign-roadmaps%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Lecteur de podcast Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/4_Campaign_Roadmaps_You_Can_Use_for_your_Holiday_Marketing.mp3?awCollectionId=1033945&amp;aw_0_azn.pgenre=Business&amp;aw_0_1st.ri=blubrry&amp;aw_0_azn.pcountry=CA&amp;aw_0_azn.planguage=en-ca&amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jouer dans une nouvelle fen\u00eatre\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/fr\/?powerpress_pinw=7659-podcast');\" rel=\"nofollow\">Jouer dans une nouvelle fen\u00eatre<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/4_Campaign_Roadmaps_You_Can_Use_for_your_Holiday_Marketing.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"T\u00e9l\u00e9charger\" rel=\"nofollow\" download=\"4_Campaign_Roadmaps_You_Can_Use_for_your_Holiday_Marketing.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">T\u00e9l\u00e9charger<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">S&#039;abonner: <a href=\"https:\/\/honeypotmarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"S&#039;abonner via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>Si vous ne savez pas o\u00f9 orienter votre marketing pour les f\u00eates, nous partageons 4 feuilles de route de campagne de f\u00eates que vous pouvez utiliser pendant les mois de f\u00eates \u00e0 venir.<\/p>\n<p>Dans notre blog pr\u00e9c\u00e9dent, vous pouvez trouver <a rel=\"noopener noreferrer nofollow\" target=\"_blank\" href=\"https:\/\/honeypotmarketing.com\/fr\/se-preparer-pour-les-vacances\/\"><strong>ici<\/strong><\/a>, nous avons parl\u00e9 de l&#039;importance de d\u00e9marrer vos campagnes de marketing de vacances t\u00f4t, et c&#039;est un excellent article d&#039;accompagnement \u00e0 ce blog si vous l&#039;avez manqu\u00e9\u00a0!<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7661 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/roadmap.jpg\" alt=\"image vectorielle de la feuille de route\" width=\"834\" height=\"834\" \/><\/p>\n<p>Dans l&#039;\u00e9pisode de cette semaine, Dan, le producteur Matt et Sachita passent en revue 4 feuilles de route de campagne de vacances et montrent des exemples concrets que nous avons utilis\u00e9s ici chez Honeypot. Comment allez-vous aborder vos campagnes pour les vacances \u00e0 venir ?<\/p>\n<p>N&#039;oubliez pas de poser aux Bees toutes les questions que vous pourriez avoir sur les campagnes qui pourraient fonctionner le mieux pour votre entreprise et sur la mani\u00e8re de contourner les obstacles.<\/p>\n<p>Regardez la vid\u00e9o ou le podcast ci-dessus. \ud83d\udc46 Abonnez-vous \u00e0 notre diffusion hebdomadaire en direct sur Facebook ou emportez-la avec vous avec un podcast, sur la plateforme de votre choix. Tenez-vous au courant des actualit\u00e9s, des tendances et des conseils dans le monde du marketing num\u00e9rique et participez \u00e0 la conversation.<\/p>\n<h2>Quoi de neuf?<\/h2>\n<p>Instagram d\u00e9ploie enfin son panier d&#039;achat int\u00e9gr\u00e9 \u00e0 l&#039;application, qu&#039;il teste depuis plus d&#039;un an maintenant. Il s&#039;agit d&#039;une grande nouvelle car elle permettra aux utilisateurs de parcourir et d&#039;acheter des produits sans quitter l&#039;application Instagram. Vous pouvez en savoir plus ici :<\/p>\n<p><a href=\"https:\/\/www.engadget.com\/instagram-checkout-expansion-facebook-shop-section-150010522.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Instagram propose un panier d&#039;achat int\u00e9gr\u00e9 \u00e0 toutes les entreprises am\u00e9ricaines<\/strong><\/a><\/p>\n<p>Une autre nouvelle mise \u00e0 jour de Google My Business vous permet d\u00e9sormais d&#039;indiquer \u00e0 vos clients si vous proposez des services en ligne. C&#039;est une excellente chose, compte tenu du nombre de d\u00e9taillants physiques qui ont d\u00fb se tourner vers les ventes en ligne.<\/p>\n<p>Les clients pourront d\u00e9sormais voir si vous proposez des services en ligne imm\u00e9diatement lorsque vous apparaissez dans les recherches. Si vous n&#039;avez pas configur\u00e9 GMB, faites-le, c&#039;est gratuit ! Vous pouvez consulter notre guide de configuration <a href=\"https:\/\/honeypotmarketing.com\/fr\/configurer-google-mon-entreprise\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>ici<\/strong><\/a>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7675\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/GMB-covid-update.png\" alt=\"capture d&#039;\u00e9cran gmb de la mise \u00e0 jour du service en ligne\" width=\"798\" height=\"585\" \/><\/p>\n<h2>Qu&#039;est-ce qui fonctionne ?<\/h2>\n<p>Il est judicieux de revenir sur les ann\u00e9es pr\u00e9c\u00e9dentes et d&#039;analyser ce qui a fonctionn\u00e9 et ce qui n&#039;a pas fonctionn\u00e9. Vous disposez peut-\u00eatre de contenu que vous pouvez r\u00e9utiliser et vous pouvez \u00e9conomiser du temps et des ressources en tirant les le\u00e7ons des strat\u00e9gies qui n&#039;ont pas donn\u00e9 de bons r\u00e9sultats.<\/p>\n<p>Lorsque vous d\u00e9marrez, vous devez \u00e9galement r\u00e9fl\u00e9chir aux \u00e9l\u00e9ments qui n\u00e9cessiteront l&#039;aide d&#039;autres \u00e9quipes, comme les ressources cr\u00e9atives, et commencer par ceux-ci. Si vous envisagez d&#039;apporter des modifications aux fonctionnalit\u00e9s du back-end, vous devrez \u00e9galement les inclure dans la feuille de route.<\/p>\n<p>Voici un aper\u00e7u des feuilles de route des campagnes de vacances que nous examinerons\u00a0:<\/p>\n<ul>\n<li>Utilisez des publicit\u00e9s vid\u00e9o pour promouvoir les offres sp\u00e9ciales des f\u00eates<\/li>\n<li>Cr\u00e9ez une audience personnalis\u00e9e<\/li>\n<li>Offres \u00e0 dur\u00e9e limit\u00e9e<\/li>\n<li>Promouvoir des guides gratuits cibl\u00e9s et cr\u00e9atifs (Lead Magnets)<\/li>\n<\/ul>\n<p>Creusons un peu.<\/p>\n<h2>#1 Utilisez des publicit\u00e9s vid\u00e9o pour promouvoir les offres sp\u00e9ciales des f\u00eates<\/h2>\n<p>La vid\u00e9o est de loin le type de contenu le plus efficace que vous puissiez publier sur les r\u00e9seaux sociaux. Compar\u00e9e au texte et aux images, la vid\u00e9o g\u00e9n\u00e8re 12 fois plus d&#039;engagement et de partages.<\/p>\n<p>D\u00e9couvrez ces statistiques stup\u00e9fiantes en vid\u00e9o :<\/p>\n<ul>\n<li>81% des entreprises utilisent la vid\u00e9o comme outil de marketing.<\/li>\n<li>La consommation de vid\u00e9o mobile augmente de 100% chaque ann\u00e9e.<\/li>\n<li>D\u2019ici 2022, les vid\u00e9os en ligne repr\u00e9senteront plus de 821 TP3T de tout le trafic Internet grand public, soit 15 fois plus qu\u2019en 2017.<\/li>\n<li>Les t\u00e9l\u00e9spectateurs retiennent 95% d\u2019un message lorsqu\u2019ils le regardent dans une vid\u00e9o, contre 10% lorsqu\u2019ils le lisent sous forme de texte.<\/li>\n<li>72% des clients pr\u00e9f\u00e8rent en savoir plus sur un produit ou un service par le biais d&#039;une vid\u00e9o.<\/li>\n<li>Les publications sur les r\u00e9seaux sociaux avec vid\u00e9o ont 48% de vues suppl\u00e9mentaires.<\/li>\n<\/ul>\n<p>Je pourrais continuer. Il y a des pages de ces statistiques. Il suffit de jeter un \u0153il \u00e0 cet article sur Biteable : <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/biteable.com\/blog\/video-marketing-statistics\/\"><strong>55 statistiques sur le marketing vid\u00e9o pour 2020<\/strong><\/a>.<\/p>\n<p>Il est int\u00e9ressant de noter que la majorit\u00e9 des vid\u00e9os sont regard\u00e9es sur des appareils mobiles. Si vous n&#039;avez pas encore r\u00e9alis\u00e9 que vous devez adopter une approche ax\u00e9e sur le mobile, il est temps de prendre le bus, sinon vous risquez d&#039;\u00eatre laiss\u00e9 pour compte.<\/p>\n<p>Lorsque vous publiez sur les r\u00e9seaux sociaux, ne publiez pas simplement un lien YouTube vers une vid\u00e9o. Les vid\u00e9os natives sur Facebook ont une port\u00e9e 10 fois sup\u00e9rieure \u00e0 celle des liens YouTube.<\/p>\n<p>Jetons un \u0153il \u00e0 une publicit\u00e9 vid\u00e9o Facebook que nous avons cr\u00e9\u00e9e ici \u00e0 Honeypot. Nous commen\u00e7ons par publier un teaser sur les r\u00e9seaux sociaux ou par e-mail pour informer notre public de la date \u00e0 laquelle les offres sp\u00e9ciales de fin d&#039;ann\u00e9e seront annonc\u00e9es.<\/p>\n<p>Nous utilisons ensuite des audiences de remarketing et ajoutons des offres ou des remises. Dans ce cas, nous avons propos\u00e9 une remise de $5 sur votre commande.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7680 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/c2c-video-ad-1.png\" alt=\"Publicit\u00e9 vid\u00e9o C2C pour Facebook\" width=\"388\" height=\"507\" \/><\/p>\n<p>M\u00eame avec un budget modeste, vous pouvez obtenir des r\u00e9sultats. Pour moins que le prix d&#039;une grande pizza, cette publicit\u00e9 a obtenu des milliers d&#039;impressions, une poign\u00e9e de ventes et des clients potentiels fid\u00e8les, qui pourraient \u00e9galement en parler \u00e0 leurs amis.<\/p>\n<h2>#2 Cr\u00e9ez une audience personnalis\u00e9e<\/h2>\n<p>Les audiences personnalis\u00e9es vous permettent de recibler les personnes qui ont interagi avec votre entreprise. Il peut s&#039;agir de toute personne ayant aim\u00e9 ou comment\u00e9 vos publications, effectu\u00e9 un achat dans votre boutique ou visit\u00e9 votre site Web.<\/p>\n<p>L&#039;un des principaux avantages du marketing aupr\u00e8s d&#039;audiences personnalis\u00e9es est de savoir exactement \u00e0 qui vous vous adressez, ce qui vous donne bien s\u00fbr la possibilit\u00e9 de vous concentrer r\u00e9ellement sur des d\u00e9tails et d&#039;adapter vos annonces avec beaucoup plus de pr\u00e9cision.<\/p>\n<p>Nous l&#039;avons d\u00e9j\u00e0 mentionn\u00e9 et cela reste vrai : mieux vous connaissez votre public, plus vos publicit\u00e9s seront performantes. C&#039;est aussi simple que cela.<\/p>\n<p>Les audiences personnalis\u00e9es de Facebook vous offrent la possibilit\u00e9 de choisir parmi une grande vari\u00e9t\u00e9 de param\u00e8tres pour \u00eatre tr\u00e8s pr\u00e9cis sur qui vous ciblez, ce qui vous permet de cr\u00e9er des publicit\u00e9s meilleures et plus optimis\u00e9es.<\/p>\n<p>Voici quelques autres avantages li\u00e9s \u00e0 l\u2019utilisation d\u2019audiences personnalis\u00e9es\u00a0:<\/p>\n<ul>\n<li>Augmentez votre audience sur Facebook.<\/li>\n<li>Vente incitative aux clients existants.<\/li>\n<li>Cibler les clients qui ont abandonn\u00e9 leur panier.<\/li>\n<li>Vente aux abonn\u00e9s actifs.<\/li>\n<li>Obtenir les commentaires des clients.<\/li>\n<li>Cr\u00e9ez votre liste d&#039;emails.<\/li>\n<\/ul>\n<p>En ciblant les personnes qui connaissent d\u00e9j\u00e0 votre marque, vous augmenterez vos taux de conversion et obtiendrez un meilleur retour sur investissement.<\/p>\n<p>Si vous souhaitez une proc\u00e9dure pas \u00e0 pas expliquant en d\u00e9tail comment configurer des audiences personnalis\u00e9es, consultez ce blog de Shopify\u00a0:<\/p>\n<p><a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.shopify.ca\/blog\/56441413-the-beginners-guide-to-facebook-custom-audiences\"><strong>Audiences personnalis\u00e9es Facebook 101\u00a0: guide de d\u00e9marrage pour les entreprises de commerce \u00e9lectronique<\/strong><\/a><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7673\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/custom-aud.png\" alt=\"capture d&#039;\u00e9cran de l&#039;audience personnalis\u00e9e\" width=\"1043\" height=\"766\" \/><\/p>\n<h2>Audiences similaires<\/h2>\n<p>Une fois que vous avez configur\u00e9 des audiences personnalis\u00e9es, vous pouvez aller plus loin et cibler des personnes qui n&#039;ont jamais achet\u00e9 chez vous ou visit\u00e9 votre site Web.<\/p>\n<p>Les audiences similaires utilisent les param\u00e8tres en place pour vos audiences personnalis\u00e9es et trouvent des personnes qui partagent les m\u00eames int\u00e9r\u00eats ou des int\u00e9r\u00eats similaires pour cr\u00e9er de nouvelles audiences que vous pouvez atteindre.<\/p>\n<p>Il est important de noter que vous avez besoin d&#039;au moins 100 personnes r\u00e9sidant toutes dans le m\u00eame pays dans votre audience personnalis\u00e9e pour cr\u00e9er une audience similaire.<\/p>\n<p>Vous pouvez \u00e9galement aller plus loin et cr\u00e9er <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.facebook.com\/business\/help\/917879191754763?id=401668390442328\"><strong>Audiences similaires bas\u00e9es sur la valeur<\/strong><\/a>Cela vous permet d&#039;\u00eatre tr\u00e8s pr\u00e9cis dans votre ciblage en attribuant un indicateur identifiant les clients \u00e0 plus forte valeur ajout\u00e9e de votre liste.<\/p>\n<p>Cela permet d&#039;\u00e9largir votre audience uniquement aux personnes les plus susceptibles de g\u00e9n\u00e9rer une valeur \u00e0 vie \u00e9lev\u00e9e en tant que clients.<\/p>\n<blockquote><p>Les audiences similaires sont id\u00e9ales pour cibler de nouvelles audiences froides en haut de votre entonnoir de vente. Par exemple, vous pouvez lancer des campagnes de contenu en haut de l&#039;entonnoir aupr\u00e8s de toutes les audiences similaires que vous cr\u00e9ez. Cela commencera \u00e0 les r\u00e9chauffer \u00e0 mesure que vous les faites passer du haut de l&#039;entonnoir vers le bas.<\/p><\/blockquote>\n<p>Voici un excellent article qui vous pr\u00e9sente diff\u00e9rentes tactiques pour cr\u00e9er vos audiences similaires\u00a0:<\/p>\n<p><a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.socialmediaexaminer.com\/4-ways-to-build-facebook-lookalike-audiences-to-expand-targeting\/\"><strong>4 fa\u00e7ons de cr\u00e9er des audiences similaires \u00e0 celles de Facebook pour \u00e9largir votre ciblage<\/strong><\/a><\/p>\n<h2>#3 Offres \u00e0 dur\u00e9e limit\u00e9e<\/h2>\n<p>Une excellente fa\u00e7on de capter l&#039;attention de votre public cible est de cr\u00e9er un sentiment d&#039;urgence. Plus une personne r\u00e9fl\u00e9chit longtemps \u00e0 un achat, plus elle risque de ne pas le faire.<\/p>\n<p>Vous pouvez facilement cr\u00e9er un sentiment d\u2019urgence de diverses mani\u00e8res, par exemple\u00a0:<\/p>\n<ul>\n<li>Fixer une date limite ou utiliser une horloge, un minuteur ou un compte \u00e0 rebours.<\/li>\n<li>Utilisez le FOMO en cr\u00e9ant une p\u00e9nurie dans votre inventaire.<\/li>\n<li>Utiliser des mots li\u00e9s au temps : d\u00e9p\u00eachez-vous, maintenant, rapide, instantan\u00e9, derni\u00e8re chance, avant que ce ne soit parti.<\/li>\n<li>Offrez-leur un bonus incitatif s\u2019ils ach\u00e8tent maintenant.<\/li>\n<\/ul>\n<p>Donner aux gens l&#039;impression qu&#039;il y a un sentiment d&#039;urgence est un excellent moyen d&#039;augmenter la conversion, mais n&#039;oubliez pas d&#039;\u00e9viter la fausse urgence ou la p\u00e9nurie. Cr\u00e9er un sentiment d&#039;urgence peut \u00eatre tr\u00e8s efficace, mais en abuser nuira \u00e0 votre entreprise \u00e0 long terme.<\/p>\n<p>Les tactiques de p\u00e9nurie ne fonctionnent pas bien lorsqu\u2019elles sont per\u00e7ues comme manipulatrices.<\/p>\n<p>Jetons un \u0153il \u00e0 un exemple de 2 publicit\u00e9s que nous avons con\u00e7ues chez Honeypot et \u00e0 la mani\u00e8re dont l\u2019ajout d\u2019un sentiment d\u2019urgence a affect\u00e9 les performances.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7681 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/urgency1-1.png\" alt=\"capture d&#039;\u00e9cran d&#039;une publicit\u00e9 payante\" width=\"585\" height=\"484\" \/><\/p>\n<p>Dans le premier exemple d\u2019annonce, il n\u2019y a aucun sentiment d\u2019urgence et le co\u00fbt d\u2019acquisition \u00e9tait de $93,69.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7682 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/urgency2-1.png\" alt=\"capture d&#039;\u00e9cran d&#039;une publicit\u00e9 payante\" width=\"608\" height=\"488\" \/><\/p>\n<p>Dans le deuxi\u00e8me exemple d&#039;annonce, nous avons simplement ajout\u00e9 une \u00ab Offre \u00e0 dur\u00e9e limit\u00e9e \u00bb au d\u00e9but du texte de l&#039;annonce. Avec un changement aussi petit et simple, nous avons obtenu 10 fois plus de conversions et regardez \u00e0 quel point cela a radicalement chang\u00e9 le co\u00fbt d&#039;acquisition.<\/p>\n<p>Vous pouvez \u00e9galement utiliser la personnalisation, des couleurs chaudes, des chiffres pour quantifier et \u00e9tablir votre autorit\u00e9, et des titres percutants pour vous aider \u00e0 mettre en valeur vos offres ax\u00e9es sur l&#039;urgence. C&#039;est un jeu de psychologie et les plus petits d\u00e9tails peuvent parfois avoir des effets tr\u00e8s dramatiques.<\/p>\n<h2>#4 Promouvoir des guides gratuits cibl\u00e9s et cr\u00e9atifs (aimants principaux)<\/h2>\n<p>L&#039;int\u00e9r\u00eat pour les guides cadeaux augmente chaque ann\u00e9e pendant les mois de f\u00eates. Nous les avons tous utilis\u00e9s. Avec des contraintes de temps et des budgets limit\u00e9s, nous devons trouver des cadeaux rapidement et facilement, et les guides cadeaux se pr\u00e9sentent sous de nombreuses formes pratiques, offrant des offres et de l&#039;inspiration en un seul endroit.<\/p>\n<p>Consid\u00e9rant que pr\u00e8s de 50% de consommateurs commencent leurs recherches de cadeaux de No\u00ebl d\u00e8s le mois d&#039;octobre, il est maintenant temps de commencer \u00e0 \u00e9laborer vos campagnes afin que vous ayez des ressources pr\u00eates \u00e0 \u00eatre d\u00e9ploy\u00e9es d\u00e8s que les gens commenceront \u00e0 chercher.<\/p>\n<p>Quelques id\u00e9es \u00e0 consid\u00e9rer :<\/p>\n<ul>\n<li>Segmentez vos audiences et envoyez par e-mail des guides de cadeaux personnalis\u00e9s pour chaque segment.<\/li>\n<li>Proposez des offres d&#039;acc\u00e8s anticip\u00e9 pour inciter les clients VIP \u00e0 effectuer leurs achats plus t\u00f4t.<\/li>\n<li>Proposez des forfaits vacances.<\/li>\n<li>Fid\u00e9lisez vos clients en leur proposant des offres diff\u00e9rentes chaque semaine, voire chaque jour.<\/li>\n<li>Proposez des remises \u00e0 plusieurs niveaux pour augmenter les d\u00e9penses des clients.<\/li>\n<li>Offrez des cadeaux gratuits avec un achat.<\/li>\n<li>Lancez une campagne de plaidoyer qui permet de faire un don \u00e0 un organisme de bienfaisance pour certains achats.<\/li>\n<li>Soyez pr\u00eat pour les achats mobiles.<\/li>\n<li>Cr\u00e9ez des tableaux de guides de cadeaux sur Pinterest.<\/li>\n<li>Utilisez des mots-cl\u00e9s SEO lors de la r\u00e9daction du contenu de votre guide.<\/li>\n<li>Utilisez des images captivantes et de haute qualit\u00e9.<\/li>\n<\/ul>\n<p>L\u2019objectif est d\u2019aider les gens \u00e0 trouver des cadeaux pour leurs proches, aussi rapidement et facilement que possible.<\/p>\n<p>Une fois que vous avez \u00e9labor\u00e9 un guide, vous devez commencer \u00e0 le promouvoir partout o\u00f9 vous le pouvez. Partagez-le sur votre site Web, sur vos r\u00e9seaux sociaux, via des listes de diffusion segment\u00e9es ou via des publicit\u00e9s payantes. Partagez-le partout.<\/p>\n<p>Mais vous n&#039;\u00eates pas limit\u00e9 aux guides cadeaux. N&#039;importe quel type de guide peut fonctionner, \u00e0 condition qu&#039;il soit en rapport avec votre marque d&#039;une mani\u00e8re ou d&#039;une autre. Par exemple, examinons un guide que nous avons \u00e9labor\u00e9 pour un client de Honeypot :<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7683 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/sauna-guide-1-e1598651088448.png\" alt=\"publicit\u00e9 pour un guide de sauna\" width=\"1075\" height=\"677\" \/><\/p>\n<p>Nous avons cr\u00e9\u00e9 ici un guide pour les saunas qui d\u00e9crit les avantages d&#039;un sauna et des kits de sauna \u00e0 faire soi-m\u00eame. Il ne fait pas directement la promotion du produit du client, mais il informe les consommateurs potentiels et les aide \u00e0 progresser dans l&#039;entonnoir vers un achat plus \u00e9clair\u00e9 et plus s\u00fbr.<\/p>\n<p>Voici comment cela s&#039;est pass\u00e9 :<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7684 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/cedarland-results-1.png\" alt=\"capture d&#039;\u00e9cran des r\u00e9sultats de l&#039;annonce pour le guide du sauna\" width=\"387\" height=\"454\" \/><\/p>\n<p>En utilisant des publicit\u00e9s payantes pour promouvoir le guide, nous avons pu atteindre une port\u00e9e assez impressionnante et des tonnes de conversions, le tout \u00e0 partir d&#039;un seul contenu. La valeur ici parle d&#039;elle-m\u00eame.<\/p>\n<p>Notez \u00e9galement que la seule information demand\u00e9e au client est son adresse e-mail. Cette premi\u00e8re \u00e9tape du processus de paiement est celle o\u00f9 40% des clients partent, donc quel que soit le prix ou l&#039;offre, vous devez vous assurer que le processus est aussi simple que possible.<\/p>\n<h2>Bonnes pratiques pour la g\u00e9n\u00e9ration de leads<\/h2>\n<p>G\u00e9n\u00e9rer des leads peut s&#039;av\u00e9rer compliqu\u00e9. En fait, 611\u00a00 ...<\/p>\n<p>Vous pouvez avoir le meilleur produit du march\u00e9, mais si vous ne g\u00e9n\u00e9rez pas de leads, il risque d&#039;\u00eatre vou\u00e9 \u00e0 l&#039;\u00e9chec. Vous devez d\u00e9finir votre public et le contacter de mani\u00e8re proactive.<\/p>\n<p>Le plus difficile est que la quantit\u00e9 et la qualit\u00e9 sont toutes deux essentielles \u00e0 la r\u00e9ussite d&#039;un programme de g\u00e9n\u00e9ration de leads. Il est donc tout aussi important de faire \u00e9voluer vos leads tout au long de l&#039;entonnoir que d&#039;attirer les leads en premier lieu. Vous voulez que cette quantit\u00e9 se transforme en qualit\u00e9.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7678\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/3-b2b-demand-generation-strategy-example-funnel.png\" alt=\"visuel d&#039;un entonnoir de g\u00e9n\u00e9ration de leads\" width=\"542\" height=\"513\" \/><\/p>\n<p>La bonne nouvelle est que cette difficult\u00e9 pr\u00e9sente \u00e9galement des opportunit\u00e9s. Si vous adoptez les technologies \u00e9mergentes, vous aurez une longueur d&#039;avance sur les sp\u00e9cialistes du marketing qui tentent de s&#039;en tenir aux m\u00e9thodes traditionnelles.<\/p>\n<p>Il existe de nombreuses fa\u00e7ons de g\u00e9n\u00e9rer des prospects. Voici quelques options pour vous aider \u00e0 d\u00e9marrer\u00a0:<\/p>\n<ul>\n<li>Chat en direct \u2013 un excellent moyen de communiquer avec vos clients et de recueillir leurs coordonn\u00e9es.<\/li>\n<li>Contenu interactif \u2013 cr\u00e9ez un quiz qui r\u00e9pond aux questions courantes sur votre produit ou service et les gens seront oblig\u00e9s de s\u2019inscrire pour d\u00e9couvrir les r\u00e9ponses.<\/li>\n<li>Utiliser un logiciel CRM \u2013 Sur le march\u00e9 actuel, les outils CRM sont essentiels pour g\u00e9n\u00e9rer des leads.<\/li>\n<li>Encouragez les avis en ligne : le bouche-\u00e0-oreille est la forme de recommandation la plus fiable. Profitez-en. Laissez vos clients partager leurs exp\u00e9riences avec votre marque.<\/li>\n<li>Investissez dans des publicit\u00e9s PPC cibl\u00e9es : les 3 premi\u00e8res publicit\u00e9s payantes sur une page obtiennent pr\u00e8s de la moiti\u00e9 des clics pour la page enti\u00e8re.<\/li>\n<\/ul>\n<p>Comme d&#039;habitude, je pourrais continuer encore et encore, mais vous avez compris l&#039;id\u00e9e. Si vous souhaitez approfondir le sujet, consultez cet excellent article qui aborde plus en d\u00e9tail ces points, et bien plus encore :<\/p>\n<p><a href=\"https:\/\/acquire.io\/blog\/lead-generation-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>21 id\u00e9es et pratiques de g\u00e9n\u00e9ration de leads pour booster votre strat\u00e9gie<\/strong><\/a><\/p>\n<h2>BAISER<\/h2>\n<p>Restez simple.<\/p>\n<p>Les f\u00eates de fin d&#039;ann\u00e9e sont un tourbillon stressant et chaotique de festivit\u00e9s et de d\u00e9penses. Facilitez autant que possible la vie des gens et ils vous remercieront avec leur argent durement gagn\u00e9. Allez droit au but et faites en sorte que la valeur de votre offre soit imm\u00e9diatement \u00e9vidente. Moins il y a d&#039;\u00e9tapes \u00e0 franchir pour accepter une offre, mieux c&#039;est.<\/p>\n<p>Et voil\u00e0, c&#039;est tout pour nos feuilles de route de campagne pour les f\u00eates. Comme toujours, voici quelques ressources g\u00e9niales que nous adorons. D\u00e9couvrez-les !<\/p>\n<ul>\n<li><a href=\"https:\/\/www.softwareadvice.com\/resources\/marketing-strategies-retail-holiday-promotions\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>4 statistiques sur le marketing de d\u00e9tail pendant les f\u00eates de fin d&#039;ann\u00e9e que vous devez conna\u00eetre pour 2020<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/www.webfx.com\/internet-marketing\/holiday-marketing-strategy.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Strat\u00e9gies marketing intelligentes pour les f\u00eates de fin d&#039;ann\u00e9e 2020<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/blog.lightningai.com\/how-to-get-your-paid-ads-ready-for-the-2019-holiday-season-105c6f056588\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><strong>Comment pr\u00e9parer vos publicit\u00e9s payantes pour la p\u00e9riode des f\u00eates<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2017\/04\/24\/facebook-creative-hub\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>9 fa\u00e7ons dont Facebook Creative Hub va dynamiser vos publicit\u00e9s sur les r\u00e9seaux sociaux<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/holiday-marketing-campaign-examples\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>19 exemples brillants de campagnes marketing pour les f\u00eates<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/stablewp.com\/how-to-crush-it-this-holiday-season-with-12-creative-e-commerce-campaigns-that-work\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Comment r\u00e9ussir cette p\u00e9riode des f\u00eates avec 12 campagnes de commerce \u00e9lectronique cr\u00e9atives et efficaces<\/strong><\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7256\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\" alt=\"abeille pot de miel\" width=\"41\" height=\"49\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Si vous ne savez pas exactement comment mener votre marketing pour les f\u00eates, nous partageons 4 feuilles de route de campagne de f\u00eates que vous pouvez utiliser pendant les mois de f\u00eates \u00e0 venir. Dans notre blog pr\u00e9c\u00e9dent que vous pouvez trouver ici, nous avons parl\u00e9 de l&#039;importance de d\u00e9marrer vos campagnes marketing de f\u00eates t\u00f4t, et c&#039;est un excellent article d&#039;accompagnement\u2026<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"wpai_generated_summary":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","wpai_meta_description":"","footnotes":""},"categories":[420],"tags":[89,93,95],"class_list":["post-7659","post","type-post","status-publish","format-standard","hentry","category-ecommerce","tag-digital-marketing","tag-digital-marketing-strategy","tag-ppc"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"If you&#039;re not sure where to take your marketing for the holidays, we&#039;re sharing 4 holiday campaign roadmaps that you can use during the coming festive months. In our previous blog that you can find here, we talked about the importance of getting your holiday marketing campaigns started early, and it&#039;s a great companion piece\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Dan Nedelko\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/honeypotmarketing.com\/fr\/ecommerce\/holiday-campaign-roadmaps\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.1.1\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_CA\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Digital Marketing for Growing Businesses by Honeypot Marketing - All Marketing is Digital. 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In our previous blog that you can find here, we talked about the importance of getting your holiday marketing campaigns started early, and it&#039;s a great companion piece\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/honeypotmarketing.com\/fr\/ecommerce\/holiday-campaign-roadmaps\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/2023\/11\/cropped-Honeypot-Logo-without-bee.png\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/2023\/11\/cropped-Honeypot-Logo-without-bee.png\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2020-08-31T13:05:31+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2024-10-04T20:04:15+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/honeypot.marketing\/\" \/>\n\t\t<meta property=\"article:author\" content=\"https:\/\/facebook.com\/dan.nedelko\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n\t\t<meta name=\"twitter:site\" content=\"@honeypot_mkting\" \/>\n\t\t<meta name=\"twitter:title\" content=\"4 Campaign Roadmaps You Can Use for your Holiday Marketing\" \/>\n\t\t<meta name=\"twitter:description\" content=\"If you&#039;re not sure where to take your marketing for the holidays, we&#039;re sharing 4 holiday campaign roadmaps that you can use during the coming festive months. 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Dans notre pr\u00e9c\u00e9dent article, disponible ici, nous avons \u00e9voqu\u00e9 l&#039;importance de lancer vos campagnes marketing de fin d&#039;ann\u00e9e en amont. 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