{"id":6603,"date":"2016-07-20T10:40:24","date_gmt":"2016-07-20T10:40:24","guid":{"rendered":"http:\/\/blog.hakisa.com\/?p=6603"},"modified":"2019-07-22T10:00:27","modified_gmt":"2019-07-22T10:00:27","slug":"partager-son-audience-strategie-rentable-web","status":"publish","type":"post","link":"https:\/\/www.hakisa.com\/fr\/blog\/partager-son-audience-strategie-rentable-web\/","title":{"rendered":"Partager son audience : une strat\u00e9gie rentable sur le web ?"},"content":{"rendered":"

Quand on est artisan ou commer\u00e7ant, \u00eatre visible sur Internet est une vraie gageure. En effet, cela n\u00e9cessite des comp\u00e9tences techniques et un savoir-faire marketing qui semblent souvent inaccessibles, malgr\u00e9 la d\u00e9mocratisation des outils. Pour ces petites entreprises, la strat\u00e9gie web \u00e0 adopter serait-elle\u00a0de partager son audience ?<\/span><\/p>\n

\"Banni\u00e8re<\/span><\/p>\n

Commer\u00e7ants & artisans : quelle strat\u00e9gie web ?<\/b><\/span><\/h2>\n

Par ailleurs, la question du <\/span>retour sur investissemen<\/b>t reste primordiale : l\u2019investissement en terme de temps et d\u2019argent mis dans le d\u00e9veloppement de son site web ou de sa page entreprise (sur Facebook par exemple) est-il rentable en terme de client\u00e8le attir\u00e9e ? <\/span><\/p>\n

Pour les commer\u00e7ants, par exemple, m\u00eame en investissant sur les outils bien connus comme Google Adwords, la comp\u00e9tition est rude et <\/span>les montants \u00e0 investir peuvent devenir trop importants<\/b> par rapport au revenu g\u00e9n\u00e9r\u00e9.<\/span><\/p>\n

Pour les artisans, il existe aujourd\u2019hui des plates-formes de g\u00e9n\u00e9rations de \u00ab\u00a0lead\u00a0\u00bb apportant des clients qualifi\u00e9s. Or, ces m\u00eames leads sont presque syst\u00e9matiquement envoy\u00e9s aux concurrents locaux. Dans ce cas, l\u2019int\u00e9r\u00eat par rapport au co\u00fbt baisse significativement. <\/span><\/p>\n

Un strat\u00e9gie locale pour les petites entreprises<\/b><\/span><\/h2>\n

En se positionnant sur la dimension locale de son activit\u00e9 et en <\/span>partageant son audience avec d\u2019autres professionnels proches g\u00e9ographiquement<\/b>, on peut esp\u00e9rer g\u00e9n\u00e9rer une taille critique de prospects qui entra\u00eene un business int\u00e9ressant avec un investissement minimal.\"Partager<\/span><\/p>\n

Attention, cette id\u00e9e s\u00e9duisante implique des changements dans les habitudes. En effet, si partager ses clients avec des coll\u00e8gues aux m\u00e9tiers compl\u00e9mentaires semble facile, il en est tout autre chose avec ses concurrents, surtout au niveau local. <\/span><\/p>\n

Cela implique tout d\u2019abord de consid\u00e9rer ses clients et ses prospects comme <\/span>une communaut\u00e9 d\u2019individus partageant des centres d\u2019int\u00e9r\u00eats<\/b> diff\u00e9rents mais <\/span>habitant dans une r\u00e9gion g\u00e9ographiquement d\u00e9finie<\/b> et donc susceptibles de consommer des biens et des services locaux.<\/span><\/p>\n

Le deuxi\u00e8me changement est de passer d\u2019un mode r\u00e9actif o\u00f9 on attend la demande d\u2019un client \u00e0 un <\/span>mode pro-actif<\/b> o\u00f9 on va lui proposer des offres, des conseils et des services r\u00e9guli\u00e8rement.<\/span><\/p>\n

Cette approche d\u2019animation communautaire permet la mutualisation des bases de clients et augmente significativement la port\u00e9e des actions marketing engag\u00e9es par chacun des acteurs locaux.<\/span><\/p>\n

En revanche, elle impose une <\/span>animation r\u00e9guli\u00e8re de la communaut\u00e9<\/b> sous diff\u00e9rentes formes : articles, messages promotionnels, expertise et conseils de professionnels. Il faut alors un animateur disposant d\u2019 un outil adapt\u00e9 pour g\u00e9rer cette communaut\u00e9 et f\u00e9d\u00e9rer les diff\u00e9rents acteurs.<\/span><\/p>\n

Partager son audience pour cr\u00e9er une communaut\u00e9 d\u2019int\u00e9r\u00eat<\/b><\/span><\/h2>\n

La constitution d\u2019une communaut\u00e9 locale peut passer par <\/span>l\u2019implication des communes<\/b> qui voient toujours un int\u00e9r\u00eat dans le d\u00e9veloppement de l\u2019activit\u00e9 \u00e9conomique locale et font face \u00e0 une contrainte de neutralit\u00e9 entre tous les acteurs. <\/span>
\n<\/span>
\nElle peut \u00e9galement se faire au travers des <\/span>associations locales de commer\u00e7ants et artisans<\/b> qui peuvent utiliser des outils marketing simples (badges, affiches, etc.) pour faire conna\u00eetre l\u2019outil num\u00e9rique qui va accueillir et f\u00e9d\u00e9rer cette communaut\u00e9 de membres.<\/span><\/p>\n

L\u2019exp\u00e9rience montre que les gens sont sensibles aux actions locales visant \u00e0 am\u00e9liorer leur quotidien et \u00e0 les faire profiter de \u00ab\u00a0bons plans\u00a0\u00bb. De plus, il est indispensable que l\u2019outil num\u00e9rique soit en mesure de<\/span> notifier les utilisateurs et de leur pousser de l\u2019information<\/b>, notamment sur leurs mobiles, afin de s\u2019adapter aux habitudes de navigation de chacun et de simplifier l\u2019acc\u00e8s \u00e0 l\u2019information. <\/span><\/p>\n

 <\/p>\n

Chez Hakisa, nous travaillons quotidiennement sur un<\/span> outil de gestion de communaut\u00e9s<\/b> qui s\u2019adapte aussi bien aux besoins des entreprises que des utilisateurs.<\/span>
\n<\/span>Pour plus d\u2019informations, rendez-vous sur<\/span> Hakisa.com<\/span><\/a> ou contactez-nous \u00e0 l\u2019adresse contact@hakisa.com<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Quand on est artisan ou commer\u00e7ant, \u00eatre visible sur Internet est une vraie gageure. En effet, cela n\u00e9cessite des comp\u00e9tences techniques et un savoir-faire marketing qui semblent souvent inaccessibles, malgr\u00e9 la d\u00e9mocratisation des outils. Pour ces petites entreprises, la strat\u00e9gie web \u00e0 adopter serait-elle\u00a0de partager son audience ? Commer\u00e7ants & artisans : quelle strat\u00e9gie web<\/p>\n","protected":false},"author":6,"featured_media":6610,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1344],"tags":[1105,1106,1101,5,1107,1108,513,1109],"yoast_head":"\nPartager son audience : une strat\u00e9gie rentable sur le web ?<\/title>\n<meta name=\"description\" content=\"Pour les petites entreprises qui se lancent sur le web, la question : comment attirer des prospects sur le web ? 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