{"id":263,"date":"2025-12-01T09:48:20","date_gmt":"2025-12-01T08:48:20","guid":{"rendered":"https:\/\/rouzade.com\/?p=263"},"modified":"2025-12-01T18:20:48","modified_gmt":"2025-12-01T17:20:48","slug":"pochemu-internet-marketing-ne-rabotaet","status":"publish","type":"post","link":"https:\/\/rouzade.com\/fr\/pochemu-internet-marketing-ne-rabotaet\/","title":{"rendered":"Pourquoi le marketing internet ne fonctionne-t-il pas ?"},"content":{"rendered":"<p>J&#039;entends tr\u00e8s souvent des questions :<\/p>\n<ul>\n<li>Pourquoi la publicit\u00e9 en ligne ne fonctionne-t-elle pas ?<\/li>\n<li>Pourquoi n&#039;y a-t-il pas de ventes ?<\/li>\n<li>Pourquoi le taux de conversion est-il faible\u00a0?<\/li>\n<\/ul>\n<p>Vous avez cr\u00e9\u00e9 un site web performant, mis en place des campagnes publicitaires, investi de l&#039;argent, mais aucune vente. C&#039;est frustrant, n&#039;est-ce pas\u00a0? Nombreux sont ceux qui se d\u00e9couragent et abandonnent le d\u00e9veloppement de leur activit\u00e9 en ligne.<\/p>\n<p>Cependant, essayons d&#039;y voir plus clair, de trouver les raisons et de prendre les bonnes mesures qui m\u00e8neront finalement \u00e0 des ventes.<\/p>\n<p>Il peut y avoir de nombreuses raisons, et l&#039;une d&#039;elles est une segmentation incorrecte du public cible.<\/p>\n<p>Il existe de nombreuses technologies diff\u00e9rentes ; la plus simple consiste \u00e0 diviser votre audience en 3 segments, selon son degr\u00e9 de disposition \u00e0 l&#039;achat.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Basculer la table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Basculer<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/rouzade.com\/fr\/pochemu-internet-marketing-ne-rabotaet\/#%d0%a1%d0%b5%d0%b3%d0%bc%d0%b5%d0%bd%d1%82%d0%b0%d1%86%d0%b8%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d0%b8\" >Segmentation de l&#039;audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/rouzade.com\/fr\/pochemu-internet-marketing-ne-rabotaet\/#%d0%9a%d0%b0%d0%ba_%d1%80%d0%b0%d0%b1%d0%be%d1%82%d0%b0%d1%82%d1%8c_%d1%81_%c2%ab%d0%b3%d0%be%d1%80%d1%8f%d1%87%d0%b5%d0%b9%c2%bb_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d0%b5%d0%b9\" >Comment travailler avec un public \u00ab enthousiaste \u00bb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/rouzade.com\/fr\/pochemu-internet-marketing-ne-rabotaet\/#%d0%a7%d1%82%d0%be_%d0%b4%d0%b5%d0%bb%d0%b0%d1%82%d1%8c_%d1%81_%c2%ab%d1%82%d0%b5%d0%bf%d0%bb%d0%be%d0%b9%c2%bb_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d0%b5%d0%b9\" >Que faire avec un public \u00ab chaleureux \u00bb ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/rouzade.com\/fr\/pochemu-internet-marketing-ne-rabotaet\/#%d0%a5%d0%be%d0%bb%d0%be%d0%b4%d0%bd%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\" >Public froid<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a1%d0%b5%d0%b3%d0%bc%d0%b5%d0%bd%d1%82%d0%b0%d1%86%d0%b8%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d0%b8\"><\/span>Segmentation de l&#039;audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Segments cibles du public\u00a0:<\/p>\n<ul>\n<li>Chaud.<\/li>\n<li>Chaud.<\/li>\n<li>Froid.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"%d0%9a%d0%b0%d0%ba_%d1%80%d0%b0%d0%b1%d0%be%d1%82%d0%b0%d1%82%d1%8c_%d1%81_%c2%ab%d0%b3%d0%be%d1%80%d1%8f%d1%87%d0%b5%d0%b9%c2%bb_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d0%b5%d0%b9\"><\/span>Comment travailler avec un public \u00ab enthousiaste \u00bb<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un public qualifi\u00e9 est compos\u00e9 de personnes pr\u00eates \u00e0 acheter vos produits. Elles en ont besoin et vous font d\u00e9j\u00e0 confiance. Elles vous contactent par \u00e9crit, par t\u00e9l\u00e9phone et passent commande.<\/p>\n<p>Votre objectif est de simplifier et d&#039;acc\u00e9l\u00e9rer au maximum le processus d&#039;achat. Plus le parcours d&#039;achat est court, plus le taux de conversion est \u00e9lev\u00e9.<\/p>\n<p>Ce public peut \u00eatre dirig\u00e9 directement vers une page contenant un catalogue de produits ou vers une fiche produit.<\/p>\n<p>Il est n\u00e9cessaire de raccourcir au maximum la proc\u00e9dure d&#039;inscription ; il suffit de recueillir votre nom et votre adresse \u00e9lectronique ou votre num\u00e9ro de t\u00e9l\u00e9phone.<\/p>\n<p>S&#039;il s&#039;agit d&#039;un formulaire de commentaires ou d&#039;appel, l&#039;op\u00e9rateur doit rappeler ou r\u00e9pondre \u00e0 la demande le plus rapidement possible.<\/p>\n<p>Si une r\u00e9ponse rapide n&#039;est pas possible, configurez un r\u00e9pondeur automatique afin que votre client potentiel re\u00e7oive un message indiquant le d\u00e9lai de prise de contact.<\/p>\n<p>L\u2019incertitude incitera le client \u00e0 rechercher le m\u00eame produit chez votre concurrent.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a7%d1%82%d0%be_%d0%b4%d0%b5%d0%bb%d0%b0%d1%82%d1%8c_%d1%81_%c2%ab%d1%82%d0%b5%d0%bf%d0%bb%d0%be%d0%b9%c2%bb_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d0%b5%d0%b9\"><\/span>Que faire avec un public \u00ab chaleureux \u00bb ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un public r\u00e9ceptif est compos\u00e9 de personnes qui ont besoin de votre produit mais qui ne sont pas encore pr\u00eates \u00e0 l&#039;acheter. Elles h\u00e9sitent encore entre d\u00e9penser leur argent chez vous ou chez vos concurrents.<\/p>\n<p>Ce type de public a besoin d\u2019\u00eatre \u00ab pr\u00e9par\u00e9 \u00bb pour accro\u00eetre sa confiance :<\/p>\n<ul>\n<li>avis,<\/li>\n<li>r\u00e9ponses aux questions,<\/li>\n<li>certificats, r\u00e9compenses,<\/li>\n<li>r\u00e9ductions,<\/li>\n<li>Expliquez en quoi vous vous diff\u00e9renciez de vos concurrents, etc.<\/li>\n<\/ul>\n<p>Par cons\u00e9quent, il n&#039;est pas n\u00e9cessaire de commencer imm\u00e9diatement par une fiche produit\u00a0; vous devriez les encourager \u00e0 lire les avis, \u00e0 envoyer des vid\u00e9os de votre \u00e9v\u00e9nement, \u00e0 raconter comment vous avez re\u00e7u un prix pour le meilleur service, etc.<\/p>\n<p>Gr\u00e2ce aux outils de reciblage, vous pouvez constituer une liste distincte d&#039;audiences ayant visit\u00e9 les pages de \u00ab pr\u00e9chauffage \u00bb de votre site et tester vos hypoth\u00e8ses de configuration d&#039;entonnoir de vente.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a5%d0%be%d0%bb%d0%be%d0%b4%d0%bd%d0%b0%d1%8f_%d0%b0%d1%83%d0%b4%d0%b8%d1%82%d0%be%d1%80%d0%b8%d1%8f\"><\/span>Public froid<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un public froid est compos\u00e9 de personnes qui ont un probl\u00e8me que votre produit r\u00e9sout, mais qui ne vous connaissent pas encore, ni votre produit.<\/p>\n<p>Il faut informer ces personnes des solutions possibles \u00e0 leur probl\u00e8me, leur expliquer en quoi votre produit se distingue des autres et pourquoi il est meilleur.<\/p>\n<p>Si vous les dirigez vers une page produit, il y a peu de chances qu&#039;elles ach\u00e8tent. M\u00eame si vous essayez de gagner leur confiance, de leur vanter vos m\u00e9rites et de leur envoyer des avis, tout cela sera vain.<\/p>\n<p>Ces personnes n&#039;ont pas encore choisi de produit. Il faut les informer des solutions possibles et de ce qui pourrait les aider \u00e0 r\u00e9soudre leur probl\u00e8me.<\/p>\n<p>Si votre contenu est suffisamment expert et utile, il y a de fortes chances qu&#039;ils passent au segment d&#039;audience \u00ab ti\u00e8de \u00bb suivant, et c&#039;est l\u00e0 que vous devez leur montrer que vous \u00eates digne de confiance.<\/p>\n<p>Si vous avez des questions, veuillez les poser dans les commentaires.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u041e\u0447\u0435\u043d\u044c \u0447\u0430\u0441\u0442\u043e \u0441\u043b\u044b\u0448\u0443 \u0432\u043e\u043f\u0440\u043e\u0441\u044b: \u041f\u043e\u0447\u0435\u043c\u0443 \u0440\u0435\u043a\u043b\u0430\u043c\u0430 \u0432 \u0438\u043d\u0442\u0435\u0440\u043d\u0435\u0442\u0435 \u043d\u0435 \u0440\u0430\u0431\u043e\u0442\u0430\u0435\u0442? \u041f\u043e\u0447\u0435\u043c\u0443 \u043d\u0435\u0442 \u043f\u0440\u043e\u0434\u0430\u0436? \u041f\u043e\u0447\u0435\u043c\u0443 \u043d\u0438\u0437\u043a\u0430\u044f \u043a\u043e\u043d\u0432\u0435\u0440\u0441\u0438\u044f? \u0412\u044b \u0441\u0434\u0435\u043b\u0430\u043b\u0438 \u0445\u043e\u0440\u043e\u0448\u0438\u0439 \u0441\u0430\u0439\u0442, \u043d\u0430\u0441\u0442\u0440\u043e\u0438\u043b\u0438 \u0440\u0435\u043a\u043b\u0430\u043c\u0443, \u0437\u0430\u043f\u043b\u0430\u0442\u0438\u043b\u0438 \u0434\u0435\u043d\u0435\u0433, \u0430 \u043f\u0440\u043e\u0434\u0430\u0436 \u043d\u0435\u0442. \u041e\u0431\u0438\u0434\u043d\u043e, \u043f\u0440\u0430\u0432\u0434\u0430? \u041c\u043d\u043e\u0433\u0438\u0435 \u0440\u0430\u0441\u0441\u0442\u0440\u0430\u0438\u0432\u0430\u044e\u0442\u0441\u044f, \u0440\u0435\u0448\u0430\u044e\u0442 \u0431\u043e\u043b\u044c\u0448\u0435 \u043d\u0435 \u0440\u0430\u0437\u0432\u0438\u0432\u0430\u0442\u044c \u0441\u0432\u043e\u0439 \u0431\u0438\u0437\u043d\u0435\u0441 \u0432 \u0438\u043d\u0442\u0435\u0440\u043d\u0435\u0442\u0435. \u041e\u0434\u043d\u0430\u043a\u043e, \u0434\u0430\u0432\u0430\u0439\u0442\u0435 \u0440\u0430\u0437\u0431\u0435\u0440\u0435\u043c\u0441\u044f, \u043f\u043e\u043f\u0440\u043e\u0431\u0443\u0435\u043c \u043d\u0430\u0439\u0442\u0438 \u043f\u0440\u0438\u0447\u0438\u043d\u044b, \u0438 \u0441\u0434\u0435\u043b\u0430\u0442\u044c \u043f\u0440\u0430\u0432\u0438\u043b\u044c\u043d\u044b\u0435 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u0432 \u0438\u0442\u043e\u0433\u0435 \u043f\u0440\u0438\u0432\u0435\u0434\u0443\u0442 \u043a \u043f\u0440\u043e\u0434\u0430\u0436\u0430\u043c. 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