{"id":6436,"date":"2024-07-16T13:43:30","date_gmt":"2024-07-16T17:43:30","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=6436"},"modified":"2024-07-16T13:43:33","modified_gmt":"2024-07-16T17:43:33","slug":"synergie-des-campagnes-et-des-differentes-etapes-du-tunnel-de-vente","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/synergie-des-campagnes-et-des-differentes-etapes-du-tunnel-de-vente\/","title":{"rendered":"Synergie des campagnes et des diff\u00e9rentes \u00e9tapes du tunnel de vente"},"content":{"rendered":"\n<p>Maximiser les r\u00e9sultats est le but principal de toute strat\u00e9gie digitale. Chaque campagne digitale doit \u00eatre d\u00e9velopp\u00e9e afin d\u2019attirer les prospects \u00e0 chaque \u00e9tape du processus d\u2019achat. C\u2019est pour cela que cr\u00e9er une synergie entre vos campagnes digitales et le tunnel de vente a un v\u00e9ritable impact sur les r\u00e9sultats. Cette m\u00e9thode est applicable sur chaque m\u00e9dium sur lequel vous souhaitez communiquer.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Qu\u2019est-ce que le tunnel de vente?<\/strong><\/h2>\n\n\n\n<p>En marketing digital, le \u00ab tunnel de vente \u00bb, \u00e9galement appel\u00e9 \u00ab funnel \u00bb, repr\u00e9sente les diff\u00e9rentes actions r\u00e9alis\u00e9es par un internaute pour se transformer en client. Il s\u2019agit d\u2019une strat\u00e9gie num\u00e9rique qui est aujourd\u2019hui tr\u00e8s pris\u00e9e par les professionnels du milieu, notamment par les sites e-commerce. Ce tunnel de vente peut prendre forme sur diff\u00e9rents m\u00e9dias tels que Google Ads ou Meta, mais toujours en respectant les m\u00eames \u00e9tapes. En effet, on compte quatre grandes \u00e9tapes au funnel : la visibilit\u00e9, l&rsquo;int\u00e9r\u00eat, le d\u00e9sir et le passage \u00e0 l&rsquo;achat. Chacune de celles-ci permettent de changer de simples internautes qui ne connaissaient peut-\u00eatre pas votre marque en clients fid\u00e8les.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Les diff\u00e9rentes \u00e9tapes du tunnel de vente<\/strong><\/h2>\n\n\n\n<p>Le funnel est divis\u00e9 en quatre grandes \u00e9tapes :<\/p>\n\n\n\n<p><strong>Notori\u00e9t\u00e9 (ou Awareness)<\/strong> : Cette premi\u00e8re partie correspond \u00e0 donner de la visibilit\u00e9 \u00e0 votre marque. L\u2019internaute doit pouvoir vous trouver rapidement sur les moteurs de recherche. Assurez-vous de bien avoir mis en avant le besoin auquel vous r\u00e9pondez pour ainsi susciter de l&rsquo;int\u00e9r\u00eat chez le visiteur. Vous pouvez vous faire conna\u00eetre via diff\u00e9rents m\u00e9dias de fa\u00e7on organique ou payante. N\u2019oubliez pas que g\u00e9n\u00e9rer du trafic organique est une longue t\u00e2che qui doit \u00eatre faite de mani\u00e8re r\u00e9currente. Si vous choisissez l\u2019option payante, la prise en notori\u00e9t\u00e9 de votre compagnie sera plus rapide.<\/p>\n\n\n\n<p><strong>Int\u00e9r\u00eat (ou Interest) :<\/strong> Maintenant que l\u2019utilisateur conna\u00eet votre marque, il est important de susciter de l&rsquo;int\u00e9r\u00eat chez lui. Assurez-vous qu\u2019il trouve facilement la solution \u00e0 son probl\u00e8me ou ce qu\u2019il cherche sur votre site. L&rsquo;id\u00e9e est que l\u2019internaute doit d\u00e9velopper de la confiance pour votre marque. Mettez en avant votre expertise et montrez comment vous pouvez l\u2019accompagner.<\/p>\n\n\n\n<p><strong>D\u00e9sir (ou Decision) :<\/strong> Il s\u2019agit de la derni\u00e8re phase avant la vente. L\u2019internaute a d\u00e9velopp\u00e9 un int\u00e9r\u00eat pour votre marque ou vos services. Il faut maintenant susciter du d\u00e9sir et lui prouver que vous \u00eates les seuls \u00e0 pouvoir r\u00e9pondre \u00e0 sa recherche.<\/p>\n\n\n\n<p><strong>Vente (ou Action) :<\/strong> Le passage \u00e0 l&rsquo;achat est l&rsquo;\u00e9tape finale et certainement la plus attendue du funnel. Il est important que cette partie se d\u00e9roule de la mani\u00e8re la plus fluide possible. Rien ne doit perturber le potentiel nouveau client pendant son achat. Plus l&rsquo;exp\u00e9rience client est bonne, plus vous fid\u00e9lisez vos prospects.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong><strong>Cr\u00e9er des campagnes digitales pour chaque \u00e9tape du tunnel<\/strong><\/strong><\/h2>\n\n\n\n<p>Il est recommand\u00e9 de cr\u00e9er des campagnes qui correspondent \u00e0 chaque phase du funnel. C\u2019est \u00e0 l&rsquo;aide de vos campagnes et de vos audiences que vous pourrez \u00e9laborer cette synergie.<\/p>\n\n\n\n<p>Lorsque vous cr\u00e9ez une campagne, vous devez lui attribuer un objectif. Ils varient selon les m\u00e9diums mais restent relativement similaires :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ventes<\/li>\n\n\n\n<li>Prospects<\/li>\n\n\n\n<li>Trafic<\/li>\n\n\n\n<li>Notori\u00e9t\u00e9<\/li>\n\n\n\n<li>Interaction \/ Consid\u00e9ration<\/li>\n\n\n\n<li>Promotion d\u2019une application<\/li>\n<\/ul>\n\n\n\n<p>Vous pouvez constater que certains de ces objectifs correspondent parfaitement aux \u00e9tapes du tunnel de vente. L\u2019objectif \u00ab notori\u00e9t\u00e9 \u00bb est id\u00e9al pour faire vous faire conna\u00eetre. L\u2019objectif \u00ab trafic \u00bb permet d\u2019attirer l\u2019utilisateur sur votre site internet en suscitant de l&rsquo;int\u00e9r\u00eat et une prise de d\u00e9cision. Une campagne de vente, quant \u00e0 elle, se concentre sur l&rsquo;\u00e9tape finale du funnel, l\u2019achat.<\/p>\n\n\n\n<p>Ces campagnes doivent \u00eatre construites avec des audiences personnalis\u00e9es qui repr\u00e9sentent vos cibles, ainsi que du contenu pertinant. La qualit\u00e9 de ces audiences aura un impact sur vos r\u00e9sultats. Pensez avant tout \u00e0 les segmenter en fonction du g\u00e9ociblage et des int\u00e9r\u00eats, mais aussi du comportement des internautes sur votre site ou avec vos diff\u00e9rentes pages. Si le concept de segmentation d\u2019audience par m\u00e9dium est confus, n&rsquo;h\u00e9sitez pas \u00e0 contacter l&rsquo;\u00e9quipe Pertinence Media qui sera ravie de vous accompagner dans votre <a href=\"https:\/\/www.pertinencemedia.com\/fr\/services\/strategie-numerique\/\">strat\u00e9gie num\u00e9rique<\/a>.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>L\u2019impact de cette synergie<\/strong><\/h2>\n\n\n\n<p>L\u2019impact de la synergie entre vos campagnes et le tunnel de vente sera avant tout visible sur les conversions. Le fait d\u2019avoir construit des campagnes en s\u00e9lectionnant le bon objectif et en cr\u00e9ant des audiences personnalis\u00e9es vous aidera \u00e0 cibler des prospects de qualit\u00e9 qui auront plus de chance de passer \u00e0 l&rsquo;achat. En effet, si l\u2019audience est trop vaste, beaucoup de personnes verront vos campagnes, mais tr\u00e8s peu cliqueront sur l\u2019annonce et encore moins se transformeront en client.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Chez Pertinence Media, nous nous assurons que chaque campagne soit parfaitement align\u00e9e avec l\u2019une des \u00e9tapes du tunnel de vente. Les audiences sont cr\u00e9\u00e9es de mani\u00e8re pertinente afin d\u2019accompagner chaque prospect dans les diff\u00e9rentes \u00e9tapes de son processus d\u2019achat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maximiser les r\u00e9sultats est le but principal de toute strat\u00e9gie digitale. Chaque campagne digitale doit \u00eatre d\u00e9velopp\u00e9e afin d\u2019attirer les prospects \u00e0 chaque \u00e9tape du processus d\u2019achat. C\u2019est pour cela que cr\u00e9er une synergie entre vos campagnes digitales et le tunnel de vente a un v\u00e9ritable impact sur les r\u00e9sultats. Cette m\u00e9thode est applicable sur [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":6439,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","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":""},"categories":[431],"tags":[],"ppma_author":[541],"class_list":["post-6436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-numerique","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Synergie des campagnes et des diff\u00e9rentes \u00e9tapes du tunnel de vente<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez pourquoi cr\u00e9er une synergie entre vos campagnes digitales et le tunnel de vente est une strat\u00e9gie marketing pertinente \u00e0 prendre en compte.\" \/>\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\/synergie-des-campagnes-et-des-differentes-etapes-du-tunnel-de-vente\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Synergie des campagnes et des diff\u00e9rentes \u00e9tapes du tunnel de vente\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez pourquoi cr\u00e9er 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