{"id":5730,"date":"2020-06-08T17:02:00","date_gmt":"2020-06-08T21:02:00","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=5730"},"modified":"2021-01-07T15:12:53","modified_gmt":"2021-01-07T20:12:53","slug":"developper-commerce-electronique-reseaux-sociaux","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/developper-commerce-electronique-reseaux-sociaux\/","title":{"rendered":"eCommerce : comment d\u00e9velopper son activit\u00e9 en ligne gr\u00e2ce aux r\u00e9seaux sociaux ?"},"content":{"rendered":"\n

Les r\u00e9seaux sociaux sont un tr\u00e8s bon levier d\u2019acquisition de trafic vers votre commerce<\/a> en ligne, et donc d\u2019opportunit\u00e9s de ventes<\/a>. Comme la plupart des utilisateurs et de vos futurs clients fr\u00e9quentent les r\u00e9seaux sociaux, il est donc tr\u00e8s important de communiquer r\u00e9guli\u00e8rement et avec pertinence.<\/p>\n\n\n\n

Communiquez sur les r\u00e9seaux sociaux<\/h2>\n\n\n\n

Vos cibles ne sont pas pr\u00e9sentes sur chaque r\u00e9seau social, d\u00e9terminez sur quels r\u00e9seaux elles sont le plus susceptible de naviguer. Concentrez vos efforts sur les r\u00e9seaux sociaux qui repr\u00e9sentent un r\u00e9el int\u00e9r\u00eat pour communiquer avec vos cibles et ainsi, g\u00e9n\u00e9rer des opportunit\u00e9s<\/a> de ventes. <\/p>\n\n\n\n

Communiquez r\u00e9guli\u00e8rement avec votre communaut\u00e9 et d\u00e9veloppez votre image de marque en proposant des contenus qui refl\u00e8tent votre positionnement. Le storytelling, c\u2019est \u00e0 dire la capacit\u00e9 \u00e0 raconter une histoire et cr\u00e9er un univers autour de votre marque et de vos produits, sensibilise et engage vos cibles. Les diff\u00e9rents supports de communication sont aussi \u00e0 r\u00e9fl\u00e9chir : selon votre message, une vid\u00e9o peut par exemple, \u00eatre le m\u00e9dia le plus impactant.<\/p>\n\n\n\n

Dans certains cas, le marketing d\u2019influence peut \u00eatre envisageable. Trouver des personnes qui partagent et valorisent vos produits peut s\u2019av\u00e9rer efficace. De plus, nul besoin de trouver des influenceurs \u00e0 400k abonn\u00e9s, g\u00e9n\u00e9ralement on\u00e9reux. Pour certains besoins, il est pr\u00e9f\u00e9rable de choisir des micro-influenceurs b\u00e9n\u00e9ficiant de communaut\u00e9s plus r\u00e9duites, qui pourront toucher une communaut\u00e9 plus engag\u00e9e selon votre activit\u00e9.<\/p>\n\n\n\n

Votre communication sur les r\u00e9seaux sociaux doit faire interagir votre communaut\u00e9 avec votre marque et vos produits. Vos messages doivent \u00eatre clairs et inciter \u00e0 l\u2019interaction<\/strong>. L\u2019organisation de concours est tr\u00e8s int\u00e9ressant puisqu\u2019ils n\u00e9cessitent de commenter, d\u2019aimer, de partager une publication ou de mentionner un ami. Ils agrandissent votre communaut\u00e9 en vous faisant gagner en visibilit\u00e9 aupr\u00e8s des personnes que vous n\u2019auriez peut-\u00eatre pas atteintes avec vos publications habituelles. <\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Profitez des r\u00e9seaux sociaux pour offrir des rabais exclusifs ou des offres \u00e9ph\u00e9m\u00e8res, vous augmenterez et engagerez encore davantage votre communaut\u00e9 puisqu\u2019ils se sentiront privil\u00e9gi\u00e9s de vous suivre.<\/p>\n\n\n\n

Cette phase de communication sur les r\u00e9seaux sociaux est int\u00e9ressante car elle va cr\u00e9dibiliser et l\u00e9gitimer votre entreprise<\/strong> aux yeux des utilisateurs. De bons retours de la part de vos clients sur les r\u00e9seaux sociaux sont d\u2019ailleurs une tr\u00e8s bonne vitrine pour vos cibles. A contrario, cela peut vite devenir un handicap, donc ne n\u00e9gligez pas ce point !<\/p>\n\n\n\n

Augmentez votre visibilit\u00e9 avec les posts sponsoris\u00e9s et les publicit\u00e9s Facebook<\/h2>\n\n\n\n

La port\u00e9e des posts organiques sur les r\u00e9seaux sociaux est relativement faible et elle tend g\u00e9n\u00e9ralement \u00e0 baisser. Pour gagner en visibilit\u00e9 et en opportunit\u00e9s de ventes<\/a>, il est possible de cr\u00e9er des campagnes publicitaires sur tous les r\u00e9seaux sociaux : Facebook, Instagram, Twitter, LinkedIn, SnapChat, Pinterest, Tik Tok, … mais nous n’aborderons dans cet article que les publicit\u00e9s sur Facebook. <\/p>\n\n\n\n

Facebook et Instagram sont parmi les m\u00e9dias sociaux les plus populaires. Ces deux r\u00e9seaux vous permettent d’augmenter votre visibilit\u00e9 aupr\u00e8s des utilisateurs qualifi\u00e9s de deux mani\u00e8res. <\/p>\n\n\n\n

Le premier moyen correspond \u00e0 \u00ab\u00a0booster\u00a0\u00bb une publication organique classique, en ciblant une audience selon l’\u00e2ge, le sexe, la localisation ou les int\u00e9r\u00eats. La couverture de votre publication est augment\u00e9e, vous permettant de toucher de nouveaux utilisateurs durant toute la dur\u00e9e de promotion de votre post.<\/p>\n\n\n\n

Le second sont les publicit\u00e9s sur les r\u00e9seaux sociaux. Elles n’apparaissent pas sur la page de votre entreprise et sont uniquement visibles par les personnes que vous aurez cibl\u00e9es. Elles permettent \u00e9galement d\u2019augmenter votre communaut\u00e9 en ciblant de nouveaux prospects en proposant des annonces visibles uniquement par les audiences cibl\u00e9es. Bien r\u00e9alis\u00e9e, une publicit\u00e9 sur Facebook ou Instagram permet un tr\u00e8s bon retour sur investissement. <\/p>\n\n\n\n

L’outil Facebook Business Manager<\/strong> permet de centraliser vos actions marketing et vos campagnes de publicit\u00e9s pour Facebook et Instagram et va s\u2019av\u00e9rer tr\u00e8s utile pour optimiser vos annonces. Vous pouvez ajouter la page de votre entreprise pour administrer toutes vos campagnes depuis le m\u00eame outil. <\/p>\n\n\n\n

Facebook Pixel<\/h4>\n\n\n\n

Une fois votre Business Manager configur\u00e9, cr\u00e9ez un pixel Facebook qui vous permettra de suivre les interactions des utilisateurs sur votre site internet. Il s’agit d’un script \u00e0 ins\u00e9rer sur toutes les pages de votre site internet, similaire au script de Google Analytics. Vous pouvez l’int\u00e9grer manuellement sur toutes les pages ou \u00e0 l’aide de Google Tag Manager. Une fois ce script ajout\u00e9 sur votre site, vous serez en mesure de cr\u00e9er des audiences de remarketing et des \u00ab\u00a0look-a-likes\u00a0\u00bb (internautes qui ne vous connaissent pas mais qui pr\u00e9sentent des similarit\u00e9s avec vos clients), mais \u00e9galement de \u00ab\u00a0tracker\u00a0\u00bb des actions cl\u00e9s sur votre site (conversions).<\/p>\n\n\n\n

Objectifs de campagnes et ciblages <\/h4>\n\n\n\n

Vous avez le choix entre diff\u00e9rents objectifs strat\u00e9giques<\/a> pour votre publicit\u00e9. Les objectifs les plus utilis\u00e9s sont : notori\u00e9t\u00e9, trafic et conversion.<\/strong> Ce dernier nous int\u00e9resse particuli\u00e8rement car il est sp\u00e9cialis\u00e9 pour g\u00e9n\u00e9rer des actions, notamment des achats.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Pensez aussi \u00e0 bien cibler les utilisateurs dans vos campagnes car vous allez appara\u00eetre dans le fil d’actualit\u00e9 de personnes qui, pour la plupart, ne vous connaissent pas et ne seront pas en processus actif de recherche au moment o\u00f9 ils verront votre publicit\u00e9. Le pixel vous permettra de toucher diff\u00e9rentes cat\u00e9gories d’utilisateurs, de la personne qui ressemble \u00e0 votre dernier acheteur, \u00e0 l’utilisateur qui vient r\u00e9guli\u00e8rement sur votre site mais qui n’a rien achet\u00e9 depuis des mois. Vous pourrez facilement adresser vos publicit\u00e9s \u00e0 ces publics cibles apr\u00e8s les avoir enregistr\u00e9 comme groupe d\u2019audience.<\/p>\n\n\n\n

En conclusion, <\/h2>\n\n\n\n

Les r\u00e9seaux sociaux repr\u00e9sentent de r\u00e9elles opportunit\u00e9s pour d\u00e9velopper votre commerce en ligne. Plus vous affinerez votre strat\u00e9gie, plus vous pourrez toucher avec pr\u00e9cision vos cibles, et g\u00e9n\u00e9rer des ventes sur votre eCommerce. Les m\u00e9dias sociaux plus sp\u00e9cialis\u00e9s (LinkedIn pour le B2B ou Tik Tok pour les adolescents par exemple) peuvent aussi s’av\u00e9rer tr\u00e8s pertinent selon votre activit\u00e9. <\/p>\n\n\n\n

Communiquer avec pertinence et mettre en place une strat\u00e9gie publicitaire sur les r\u00e9seaux sociaux requiert du temps et de l’expertise. Notre Acc\u00e9l\u00e9rateur eCommerce<\/a> est une offre de services personnalis\u00e9s, r\u00e9pondant \u00e0 chaque enjeu du commerce en ligne et vous permettant ainsi d\u2019augmenter rapidement votre performance. Pour en savoir plus, contactez-nous<\/a> !<\/p>\n","protected":false},"excerpt":{"rendered":"

Les r\u00e9seaux sociaux sont un tr\u00e8s bon levier d\u2019acquisition de trafic vers votre commerce en ligne, et donc d\u2019opportunit\u00e9s de ventes. Comme la plupart des utilisateurs et de vos futurs clients fr\u00e9quentent les r\u00e9seaux sociaux, il est donc tr\u00e8s important de communiquer r\u00e9guli\u00e8rement et avec pertinence. Communiquez sur les r\u00e9seaux sociaux Vos cibles ne sont […]<\/p>\n","protected":false},"author":6,"featured_media":5270,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_front_end_style_editor":"no","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","osh_disable_topbar_sticky":"default","osh_disable_header_sticky":"default","osh_sticky_header_style":"default","osh_sticky_header_effect":"","osh_custom_sticky_logo":0,"osh_custom_retina_sticky_logo":0,"osh_custom_sticky_logo_height":0,"osh_background_color":"","osh_links_color":"","osh_links_hover_color":"","osh_links_active_color":"","osh_links_bg_color":"","osh_links_hover_bg_color":"","osh_links_active_bg_color":"","osh_menu_social_links_color":"","osh_menu_social_hover_links_color":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":"","_ppma_block_editor_authors":""},"categories":[423],"tags":[],"ppma_author":[534],"class_list":["post-5730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commerce-electronique","entry","has-media"],"yoast_head":"\nD\u00e9veloppez votre commerce en ligne gr\u00e2ce aux r\u00e9seaux sociaux.<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment communiquer sur les r\u00e9seaux sociaux et quelles actions marketing mettre en place pour d\u00e9velopper vos ventes en ligne.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pertinencemedia.com\/fr\/blog\/developper-commerce-electronique-reseaux-sociaux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9veloppez votre commerce en ligne gr\u00e2ce aux r\u00e9seaux sociaux.\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez comment communiquer sur les r\u00e9seaux sociaux et quelles actions marketing mettre en place pour d\u00e9velopper vos ventes en ligne.\" \/>\n<meta property=\"og:url\" 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