{"id":2001,"date":"2021-04-01T16:40:44","date_gmt":"2021-04-01T16:40:44","guid":{"rendered":"https:\/\/test.aventuredentrepreneur.com\/120224\/?p=1085"},"modified":"2024-01-11T14:32:30","modified_gmt":"2024-01-11T14:32:30","slug":"lead-generation","status":"publish","type":"post","link":"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/","title":{"rendered":"Les 6 leviers pour une strat\u00e9gie de G\u00e9n\u00e9ration de Lead efficace"},"content":{"rendered":"\n<p>Si tu souhaites gagner ta vie avec ton activit\u00e9 en ligne, arrive un jour ou l\u2019autre le moment fatidique o\u00f9 il va falloir <strong>trouver des clients<\/strong>. Pour cela, il faut donc commencer par savoir <strong>comment g\u00e9n\u00e9rer des leads<\/strong>, ce qui dans le langage marketing signifie tout simplement attirer des visiteurs et les convertir en prospects qualifi\u00e9s. D\u2019o\u00f9 l\u2019importance d\u2019une <strong>strat\u00e9gie de lead generation<\/strong> adapt\u00e9e \u00e0 sa cible et \u00e0 son secteur d&rsquo;activit\u00e9.<\/p>\n\n\n\n<p>Dans cet article, on fait donc le tour de <strong>6 leviers de g\u00e9n\u00e9ration de leads<\/strong> incontournables pour accro\u00eetre ta visibilit\u00e9 et diversifier ses canaux d\u2019acquisition !<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#1. D\u00e9finition du processus de g\u00e9n\u00e9ration de leads qualifi\u00e9s<\/h3>\n\n\n\n<p>D\u00e9j\u00e0, toute strat\u00e9gie de lead generation doit d\u00e9buter par l&rsquo;analyse de son <strong>buyer persona<\/strong> et la mise en place d\u2019un<strong> processus de capture <\/strong>et de<strong> conversion.<\/strong><\/p>\n\n\n\n<p>En marketing digital, le <em>buyer persona<\/em> d\u00e9signe ta <strong>cible<\/strong>, le type d\u2019audience que tu cherches \u00e0 attirer. Pour cibler correctement tes prospects et ainsi obtenir plus de <a href=\"https:\/\/test.aventuredentrepreneur.com\/120224\/qu-est-ce-qu-un-lead\/\">leads qualifi\u00e9s<\/a>, tu dois identifier leurs r\u00eaves, leurs probl\u00e9matiques et leur comportement d\u2019achat.<\/p>\n\n\n\n<p>Quant au processus de conversion de leads, il repose sur <strong>3 piliers <\/strong>:<\/p>\n\n\n\n<ul>\n<li>le <strong>Call To Action<\/strong>, ou <strong>CTA<\/strong> : c\u2019est un bouton d\u2019action plac\u00e9 strat\u00e9giquement sur ton site web (ou dans un email). Le but du CTA est d\u2019encourager le visiteur \u00e0 cliquer pour l\u2019amener vers une landing page. Par exemple, \u201cJe re\u00e7ois mon guide gratuit\u201d.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>la <strong>landing page<\/strong>, ou page de destination : c\u2019est une page qui pr\u00e9sente ton offre au visiteur en \u00e9change de ses informations de contact. Elle est souvent concise et percutante afin de susciter la curiosit\u00e9.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>le <strong>formulaire : <\/strong>c\u2019est l\u2019\u00e9l\u00e9ment \u00e0 travers lequel tu vas r\u00e9cup\u00e9rer les donn\u00e9es de contact des visiteurs pour les convertir en leads. Il doit \u00eatre bref afin de ne pas les d\u00e9courager : nom, pr\u00e9nom et adresse email suffisent en g\u00e9n\u00e9ral.&nbsp;<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"905\" src=\"https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/inbound_marketing_generer_led-1.jpg\" alt=\"inbound marketing generer lead\" class=\"wp-image-1091\" style=\"width:768px;height:679px\" srcset=\"https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/inbound_marketing_generer_led-1.jpg 1024w, https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/inbound_marketing_generer_led-1-300x265.jpg 300w, https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/inbound_marketing_generer_led-1-768x679.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">inbound marketing et lead generation<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">#2. La cr\u00e9ation de contenu avec l\u2019Inbound Marketing<\/h3>\n\n\n\n<p>Aujourd\u2019hui, il est impensable de faire l\u2019impasse sur une bonne strat\u00e9gie de <strong>content marketing<\/strong> ! On d\u00e9nombre deux grandes cat\u00e9gories de contenus pour <strong>g\u00e9n\u00e9rer des leads<\/strong> : celui en acc\u00e8s libre (<em>non-gated content<\/em>) et le contenu premium (<em>gated content<\/em>).&nbsp;<\/p>\n\n\n\n<p>Typiquement, les contenus disponibles librement (\u00e0 comprendre : sans devoir remplir un formulaire) vont correspondre aux <strong>articles de blog, <\/strong>ou \u00e0 des <a href=\"https:\/\/www.youtube.com\/channel\/UCA5RCRfAqNBIPxQGVT-9Ung\">vid\u00e9os Youtube<\/a> si tu utilises cette plateforme<strong>.<\/strong> En plus d\u2019\u00eatre un \u00e9l\u00e9ment cl\u00e9 pour faire d\u00e9coller le trafic de son site internet, un blog permet de se <strong>positionner en expert<\/strong> dans son secteur d\u2019activit\u00e9.&nbsp;<\/p>\n\n\n\n<p>Le <strong>contenu premium<\/strong>, lui, s\u2019acc\u00e8de via un formulaire et traite un sujet de fa\u00e7on plus pouss\u00e9e qu\u2019un article de blog. Dans le contexte de lead generation, c\u2019est ce qu\u2019on appelle un <strong><a href=\"https:\/\/test.aventuredentrepreneur.com\/120224\/qu-est-ce-qu-un-lead-magnet\/\">lead magnet<\/a><\/strong>. Ce <strong>contenu \u00e0 forte valeur ajout\u00e9e<\/strong> peut prendre diverses formes : livre blanc, e-book, cours vid\u00e9o, <a href=\"https:\/\/test.aventuredentrepreneur.com\/120224\/outil-webinar\/\">webinar<\/a>, conf\u00e9rence, check-list&#8230;&nbsp;<\/p>\n\n\n<div id=\"cbox-QndEkcPsdvjf3yZo\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">#3. Le SEO au c\u0153ur d\u2019une lead generation efficace<\/h3>\n\n\n\n<p>\u00c0 quoi bon s\u2019escrimer \u00e0 <a href=\"https:\/\/test.aventuredentrepreneur.com\/120224\/strategie-contenu\/\">produire des contenus de qualit\u00e9<\/a> si personne ne les lit ? C\u2019est pourquoi le <strong>SEO<\/strong> est un levier strat\u00e9gique \u00e0 une <strong>g\u00e9n\u00e9ration de leads<\/strong> <strong>qualifi\u00e9s<\/strong>.\u00a0<\/p>\n\n\n\n<p>Travailler le <strong>r\u00e9f\u00e9rencement naturel <\/strong>de ton site va te permettre de remonter dans les premiers r\u00e9sultats des moteurs de recherche. Et, si tu as bien suivi les points pr\u00e9c\u00e9dents, l\u2019accroissement de ton trafic qualifi\u00e9 devrait faire naturellement augmenter ton <strong>taux de conversion<\/strong>.<\/p>\n\n\n\n<p>Le SEO est un univers \u00e0 part enti\u00e8re, et les techniques pour <strong>booster la visibilit\u00e9 d\u2019un site sur Google<\/strong> sont nombreuses et \u00e9voluent chaque jour. \u00c0 cette \u00e9tape, on peut en citer 3 principales :<\/p>\n\n\n\n<ul>\n<li><strong>SEO on page<\/strong>, c\u2019est-\u00e0-dire toutes les bonnes pratiques \u00e0 suivre pour optimiser ses pages web et ses articles autour d\u2019un mot cl\u00e9.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li><strong>Netlinking<\/strong> (ou link-building), qui consiste \u00e0 multiplier le nombre de liens entrants sur ton site. Attention \u00e0 privil\u00e9gier uniquement des backlinks de qualit\u00e9, provenant de sites \u00e0 forte autorit\u00e9.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li><strong>Topic cluster, <\/strong>une <a href=\"https:\/\/blog.hubspot.com\/marketing\/topic-clusters-seo\">pratique<\/a> assez r\u00e9cente d\u00e9velopp\u00e9e par la plateforme HubSpot. Il s\u2019agit de hi\u00e9rarchiser son contenu autour d\u2019une th\u00e9matique, en jouant \u00e0 fond la carte du maillage interne.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.instagram.com\/alexvizeo\/\" target=\"_blank\" rel=\"nofollow noopener\"><img decoding=\"async\" src=\"https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/acquisition_lead_instagram_alex_vizeo-1.jpg\" alt=\"acquisition lead instagram alex vizeo\" class=\"wp-image-1092\"\/><\/a><figcaption class=\"wp-element-caption\">acquisition de lead sur mon instagram Alex Vizeo<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">#4. Les r\u00e9seaux sociaux et le social selling au service de ta lead generation<\/h3>\n\n\n\n<p>Aujourd&rsquo;hui, plus que jamais, le r\u00f4le des <strong>r\u00e9seaux sociaux <\/strong>est d\u00e9terminant dans une strat\u00e9gie de lead generation.&nbsp;<\/p>\n\n\n\n<p>Instagram, Facebook, Tik-tok\u2026 Choisis les canaux qui te correspondent et prends le temps de <strong>f\u00e9d\u00e9rer<\/strong> et d\u2019<strong>animer une communaut\u00e9<\/strong> autour des sujets qui t\u2019inspirent. Cela sera \u00e0 la fois b\u00e9n\u00e9fique pour ton <a href=\"https:\/\/test.aventuredentrepreneur.com\/120224\/personal-branding\/\">personal branding<\/a> et aussi pour ta strat\u00e9gie d&rsquo;acquisition de leads. Pour g\u00e9n\u00e9rer des leads, sois r\u00e9gulier dans tes publications et interagis le plus possible avec tes followers. Un conseil, r\u00e9fl\u00e9chis toujours en termes de<strong> valeur \u00e0 apporter.&nbsp;<\/strong><\/p>\n\n\n\n<p>En effet, de plus en plus de personnes demandent de <strong>l\u2019authenticit\u00e9<\/strong> et de la <strong>transparence<\/strong> de la part des pages et des influenceurs qu\u2019ils suivent. En voyant que tu es sinc\u00e8re et que tu cherches \u00e0 les aider, le processus de conversion en leads se fera ensuite tout seul.<\/p>\n\n\n\n<p>Si ta strat\u00e9gie s\u2019articule plut\u00f4t autour de la g\u00e9n\u00e9ration de leads B2B, regarde du c\u00f4t\u00e9 du <strong>social selling<\/strong>. Cette technique marketing vise \u00e0 d\u00e9poussi\u00e9rer les m\u00e9thodes B2B classiques des commerciaux. Le concept ? Se servir des r\u00e9seaux sociaux, en particulier de <strong>Linkedin<\/strong> et <strong>Twitter<\/strong>, pour cibler ses prospects, mieux communiquer avec eux et d\u00e9velopper une relation de confiance.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#5. SEA et social media advertising<\/h3>\n\n\n\n<p>On passe ici aux <strong>strat\u00e9gies de lead generation <\/strong>payantes, qui restent encore incontournables pour la plupart des entrepreneurs qui souhaitent acc\u00e9l\u00e9rer leur <strong>acquisition de leads<\/strong>. Parmi elles, il y a le <strong>SEA<\/strong>, qui, contrairement au SEO, implique d\u2019acheter de la publicit\u00e9 sur les moteurs de recherche.&nbsp;<\/p>\n\n\n\n<p>Parmi les outils publicitaires les plus populaires, citons par exemple <strong>Google Ads<\/strong>. Si appara\u00eetre en tant qu\u2019annonce publicitaire reste moins efficace que de se positionner naturellement dans les premiers r\u00e9sultats, cela peut quand m\u00eame <strong>g\u00e9n\u00e9rer des r\u00e9sultats satisfaisants<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Une autre tactique \u00e0 explorer pour trouver des leads est le <strong>social media advertising<\/strong>, autrement dit les campagnes de publicit\u00e9 sur les r\u00e9seaux sociaux. Ici, tu vas sponsoriser un contenu qui, lorsque le prospect clique dessus, le redirige vers ton site ou sur une landing page.&nbsp;<\/p>\n\n\n\n<p>Pour que la campagne de leads porte ses fruits, n\u2019oublie pas de <strong>d\u00e9finir en amont une audience type. <\/strong>Ce ciblage s\u2019effectue en fonction de diff\u00e9rents crit\u00e8res, comme la tranche d\u2019\u00e2ge, la zone g\u00e9ographique, le sexe, les centres d\u2019int\u00e9r\u00eats, etc.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/lead_generation_b2b_emailing_cold-1.jpg\" alt=\"lead generation b2b emailing cold\" class=\"wp-image-1093\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">#6. L\u2019emailing pour faire de la lead generation<\/h3>\n\n\n\n<p>Dans le domaine de la <strong>lead generation B2B<\/strong>, l\u2019email marketing reste l&rsquo;une des techniques les plus utilis\u00e9es pour g\u00e9n\u00e9rer des leads. Elle est toutefois en nette \u00e9volution depuis quelques ann\u00e9es, et s\u2019inscrit aujourd\u2019hui pleinement dans une strat\u00e9gie d\u2019inbound marketing.<\/p>\n\n\n\n<p>Fini le temps de l\u2019email commercial, froid, intrusif et impersonnel, dont l\u2019unique vocation est de vendre. L\u2019exigence est aux <strong>contenus qualitatifs<\/strong> et <strong>utiles,<\/strong> qui offrent de v\u00e9ritables solutions et pistes de r\u00e9flexion. \u00c0 travers l\u2019emailing, il est avant tout essentiel de b\u00e2tir un <strong>rapport privil\u00e9gi\u00e9 avec sa communaut\u00e9<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Il existe pour cela de nombreuses <strong>plateformes de marketing automation<\/strong>, parmi lesquelles Hubspot, Mailchimp ou encore Plezi. Ces outils vont te permettre de cr\u00e9er facilement des s\u00e9quences emailing \u00e0 la fois personnalis\u00e9es et automatiques. Il est \u00e9galement possible d\u2019<strong>analyser de nombreuses donn\u00e9es <\/strong>sur les performances des emails, telles que le taux d\u2019engagement et d\u2019ouverture.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion pour une acquisition de leads efficace<\/h2>\n\n\n\n<p>&nbsp;Une <strong>g\u00e9n\u00e9ration de leads qualifi\u00e9s<\/strong> passe donc par plusieurs leviers d\u2019action marketing. Bien qu\u2019ils soient tous diff\u00e9rents, on voit qu\u2019ils se rejoignent sur deux points essentiels : la <strong>compr\u00e9hension<\/strong> de sa cible et de ses <a href=\"https:\/\/test.aventuredentrepreneur.com\/120224\/atteindre-ses-objectifs\/\">objectifs<\/a>, et la <strong>qualit\u00e9<\/strong> de ce qu\u2019on lui propose.<\/p>\n\n\n\n<p>Bien s\u00fbr, cela ne veut pas dire qu\u2019il faille n\u00e9cessairement tout faire \u00e0 la fois. Commence par mettre en place une ou deux techniques et concentre-toi dessus avant de passer \u00e0 la suivante.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si tu souhaites gagner ta vie avec ton activit\u00e9 en ligne, arrive un jour ou l\u2019autre le moment fatidique o\u00f9 il va falloir trouver des clients. Pour cela, il faut donc commencer par savoir comment g\u00e9n\u00e9rer des leads, ce qui dans le langage marketing signifie tout simplement attirer des visiteurs et les convertir en prospects qualifi\u00e9s. D\u2019o\u00f9 l\u2019importance d\u2019une strat\u00e9gie de lead generation adapt\u00e9e \u00e0 sa cible et \u00e0 son secteur d&rsquo;activit\u00e9.<\/p>\n<p>Dans cet article, on fait donc le tour de 6 leviers de g\u00e9n\u00e9ration de leads incontournables pour accro\u00eetre ta visibilit\u00e9 et diversifier ses canaux d\u2019acquisition !<\/p>\n","protected":false},"author":4,"featured_media":2286,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lead Generation - 6 Leviers Strat\u00e9gie Acquisition Lead Efficace<\/title>\n<meta name=\"description\" content=\"D\u00e9couvre les 6 leviers de Lead Generation incontournables pour accro\u00eetre ta visibilit\u00e9 et diversifier tes canaux d\u2019acquisition !\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead Generation - 6 Leviers Strat\u00e9gie Acquisition Lead Efficace\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvre les 6 leviers de Lead Generation incontournables pour accro\u00eetre ta visibilit\u00e9 et diversifier tes canaux d\u2019acquisition !\" \/>\n<meta property=\"og:url\" content=\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/\" \/>\n<meta property=\"og:site_name\" content=\"test changenent de theme\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/alexvizeo\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-01T16:40:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-11T14:32:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/test.aventuredentrepreneur.com\/120224\/wp-content\/uploads\/2021\/04\/strategie_lead_generation_efficace_leviers.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1120\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alex Vizeo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Alexvizeo\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/\"},\"author\":{\"name\":\"Alex Vizeo\",\"@id\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/#\/schema\/person\/41efa8cdc7e8577969fbb452192255bf\"},\"headline\":\"Les 6 leviers pour une strat\u00e9gie de G\u00e9n\u00e9ration de Lead efficace\",\"datePublished\":\"2021-04-01T16:40:44+00:00\",\"dateModified\":\"2024-01-11T14:32:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/\"},\"wordCount\":1461,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/#organization\"},\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/\",\"url\":\"https:\/\/test.aventuredentrepreneur.com\/120224\/lead-generation\/\",\"name\":\"Lead Generation - 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