{"id":8858,"date":"2020-06-02T09:08:56","date_gmt":"2020-06-02T07:08:56","guid":{"rendered":"https:\/\/lilicast.com\/fr\/?p=8858"},"modified":"2020-09-03T11:43:46","modified_gmt":"2020-09-03T09:43:46","slug":"connaitre-son-audience-pour-etre-plus-performant","status":"publish","type":"post","link":"https:\/\/lilicast.com\/fr\/blog\/connaitre-son-audience-pour-etre-plus-performant\/","title":{"rendered":"S2EP2 &#8211; Apprendre \u00e0 connaitre son audience pour \u00eatre plus performant"},"content":{"rendered":"<div style=\"width: 960px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-8858-1\" width=\"960\" height=\"540\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/lilicast.com\/fr\/wp-content\/uploads\/sites\/2\/2020\/06\/S2EP2-APPRENDRE-CONNAITRE-SON-AUDIENCE-POUR-TRE-PLUS-PERFORMANT1.mp4?_=1\" \/><a href=\"https:\/\/lilicast.com\/fr\/wp-content\/uploads\/sites\/2\/2020\/06\/S2EP2-APPRENDRE-CONNAITRE-SON-AUDIENCE-POUR-TRE-PLUS-PERFORMANT1.mp4\">https:\/\/lilicast.com\/fr\/wp-content\/uploads\/sites\/2\/2020\/06\/S2EP2-APPRENDRE-CONNAITRE-SON-AUDIENCE-POUR-TRE-PLUS-PERFORMANT1.mp4<\/a><\/video><\/div>\n<p>Dans ce deuxi\u00e8me \u00e9pisode, tu en apprendras plus sur la fa\u00e7on d&rsquo;appr\u00e9hender ton audience, mais aussi pourquoi il est si important de bien la connaitre.<\/p>\n<p>Apprendre \u00e0 conna\u00eetre ton public est un pr\u00e9requis \u00e0 l&rsquo;\u00e9laboration d&rsquo;une strat\u00e9gie marketing. Avant d&rsquo;\u00eatre en capacit\u00e9 de d\u00e9cider comment te promouvoir et o\u00f9, tu dois d&rsquo;abord t&rsquo;assurer que tu connais ton public cible. Il est important que tu commercialises ton travail aupr\u00e8s des bonnes personnes, au bon moment, et avec le message appropri\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"color: #33cccc\"><b>Comment mieux cerner ton public cible?<\/b><\/span><\/h4>\n<p><span style=\"color: #33cccc\"><b><img decoding=\"async\" class=\"size-full wp-image-8380 alignleft\" src=\"https:\/\/lilicast.com\/fr\/wp-content\/uploads\/sites\/2\/2020\/02\/Asset-4-150x150-1.gif\" alt=\"communaut\u00e9\" width=\"150\" height=\"150\" \/><\/b><\/span>Commence par effectuer des recherches. Apprends \u00e0 conna\u00eetre les personnes que tu cibles. D\u00e9termine \u00e0 qui s&rsquo;adresse les produits\/services que tu proposes. Comment faire? L&rsquo;<strong>enqu\u00eate de conception<\/strong> est une moyen facile et attrayant d\u2019obtenir des r\u00e9ponses de la part de tes prospects. V\u00e9rifie les achats ou les activit\u00e9s ant\u00e9rieurs des consommateurs cibl\u00e9s. Tu peux par exemple t&rsquo;aider de Google Analytics. Il est \u00e9galement possible d&rsquo;envoyer des questionnaires par e-mail \u00e0 ton public. Mais, cela va sans dire, il s\u2019agira du public d\u00e9j\u00e0 int\u00e9ress\u00e9 par ton entreprise et qui te suit. Dans un premier temps, tu peux utiliser les e-mails comme canal de diffusion principal mais,\u00a0 tu peux aussi aller plus loin en ayant recours aux r\u00e9seaux sociaux.<\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"color: #33cccc\"><b>Construire des personas<\/b><\/span><img decoding=\"async\" class=\"size-full wp-image-8439 alignright\" src=\"https:\/\/lilicast.com\/fr\/wp-content\/uploads\/sites\/2\/2020\/02\/20180723_1220_Asset-2_SMALLER-150x150-1.png\" alt=\"audience podcast\" width=\"150\" height=\"150\" \/><\/h4>\n<p>Il est tr\u00e8s important pour construire des <strong>personas<\/strong>. Les \u00ab\u00a0personas\u00a0\u00bb sont une repr\u00e9sentation de tes clients cibles. Gr\u00e2ce \u00e0 elles tu auras une\u00a0 meilleure vision et une meilleure appr\u00e9hension de ton public cible. Les personnes types doivent comprendre des informations telles que le titre du poste, l&rsquo;\u00e2ge, la personnalit\u00e9, les d\u00e9fis, les attentes etc. Plus tes personas sont d\u00e9taill\u00e9es, mieux tu comprendras tes clients.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong><span style=\"color: #33cccc\">Un discours adapt\u00e9 \u00e0 chaque cat\u00e9gories d&rsquo;audience<\/span><\/strong><\/h4>\n<p>Tes prospects peuvent faire partie de trois cat\u00e9gories distinctes: g\u00e9n\u00e9ration de demande, lead generation et la r\u00e9tention\/r\u00e9cup\u00e9ration. Le message que tu souhaites envoyer peut \u00eatre diff\u00e9rent pour chacun de ces groupes.<\/p>\n<p><b><i>Le public de g\u00e9n\u00e9ration de la demande: <\/i><\/b>correspond \u00e0 des personnes qui ne connaissent pas ta marque. Le message que tu devras faire passer sera donc celui qui pr\u00e9sentera ta marque tout en augmentant ta notori\u00e9t\u00e9.<\/p>\n<p><b><i>Lead generation: <\/i><\/b>ce sont les personnes que ont d\u00e9j\u00e0 montr\u00e9 un int\u00e9r\u00eat pour ta marque. Tu souhaites donc leur transmettre un message afin de les persuader de te consid\u00e9rer comme un ami.<\/p>\n<p><b><i>R\u00e9tention et r\u00e9cup\u00e9ration<\/i><\/b> sont deux types d&rsquo;audience diff\u00e9rents. Tout d&rsquo;abord, tu auras des clients qui sont satisfaits de ta marque et d&rsquo;autres qui ne le sont pas. En ce sens, les clients de <strong>r\u00e9cup\u00e9ration<\/strong> seraient des clients insatisfaits. C&rsquo;est ceux \u00e0 qui tu devras envoyer un message fort pour leur faire changer d&rsquo;avis et les convaincre que ta marque en vaut la peine.<\/p>\n<p>Ensuite, la <strong>r\u00e9tention. <\/strong>Elle est plus ax\u00e9e sur l&rsquo;augmentation de la fid\u00e9lit\u00e9 de tes clients \u00e0 ta marque. Ce sont des clients qui sont donc satisfaits par tes produits\/services et que tu veux garder heureux. Ici, l&rsquo;argumentaire aura pour objectif de les convaincre de continuer \u00e0 utiliser ce que tu proposes.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong><span style=\"color: #33cccc\">\u00c9tude de la concurrence<\/span> <\/strong><\/h4>\n<p>Il est tout aussi utile de savoir qui sont tes concurrents. Cela te donnera une id\u00e9e de ta position sur le march\u00e9. Pour cela il te faut analyser les \u00ab\u00a0opportunit\u00e9s\u00a0\u00bb et \u00ab\u00a0menaces\u00a0\u00bb de ton entreprise . Commence donc par \u00e9valuer tes concurrents et les comparer \u00e0 ton entreprise. Fais une analyse des \u00e9l\u00e9ments qui vous diff\u00e9rencient mais aussi des \u00e9l\u00e9ments qui vous rapprochent.<\/p>\n<p>Cette analyse sera l&rsquo;occasion de d\u00e9couvrir ce que tu peux apprendre d&rsquo;eux. C&rsquo;est \u00e9galement ce qui t&rsquo;aidera \u00e0 identifier comment te d\u00e9marquer de la concurrence. Tu pourras aussi voir quelles am\u00e9liorations peuvent \u00eatre mises en place.<\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"color: #33cccc\"><b>Pourquoi devrais-tu apprendre \u00e0 conna\u00eetre ton audience?<\/b><\/span><\/h4>\n<p>Tu apprendras \u00e0 \u00e9tiqueter un client. Tu auras aussi la possibilit\u00e9 d&rsquo;\u00e9laborer une strat\u00e9gie sur quel message sera le plus appropri\u00e9 et de quelle fa\u00e7on le transmettre en fonction de ta cible. Pour aller plus loin, tu pourras s\u00e9lectionner des influenceurs afin de t&rsquo;aider \u00e0 faire passer tes messages. Ils peuvent se r\u00e9v\u00e9ler \u00eatre un atout\u00a0 pour promouvoir ta marque.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong><span style=\"color: #33cccc\">Collecter des donn\u00e9es et suivre les retomb\u00e9es de ta strat\u00e9gie marketing<\/span><\/strong><\/h4>\n<p>Maintenant que tu as les informations n\u00e9cessaire sur ton public collecte et v\u00e9rifie tes donn\u00e9es afin de voir si ton\u00a0 message a bel et bien atteint ton public. Conna\u00eetre ton public est un aspect cl\u00e9 du d\u00e9veloppement efficace de ta marque.<\/p>\n<p>&nbsp;<\/p>\n<p>Dans le prochain \u00e9pisode nous t&rsquo;en apprendrons plus sur la <a href=\"https:\/\/lilicast.com\/fr\/blog\/bien-developper-ta-marque\/\">cr\u00e9ation de ta marque<\/a>. Restez \u00e0 l&rsquo;affut!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans ce deuxi\u00e8me \u00e9pisode, tu en apprendras plus sur la fa\u00e7on d&rsquo;appr\u00e9hender ton audience, mais aussi pourquoi il est si &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"S2EP2 &#8211; Apprendre \u00e0 connaitre son audience pour \u00eatre plus performant\" class=\"read-more button\" href=\"https:\/\/lilicast.com\/fr\/blog\/connaitre-son-audience-pour-etre-plus-performant\/#more-8858\" aria-label=\"Plus sur S2EP2 &#8211; Apprendre \u00e0 connaitre son audience pour \u00eatre plus performant\">Lire plus<\/a><\/p>\n","protected":false},"author":5,"featured_media":8969,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_trash_the_other_posts":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LiLiCAST S2EP2 - Apprendre \u00e0 connaitre son audience pour \u00eatre plus performant -<\/title>\n<meta name=\"description\" content=\"Dans cet \u00e9pisode, tu en apprendras plus sur la fa\u00e7on d&#039;appr\u00e9hender ton audience, mais aussi pourquoi il est si important de bien la connaitre.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lilicast.com\/fr\/blog\/connaitre-son-audience-pour-etre-plus-performant\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LiLiCAST S2EP2 - Apprendre \u00e0 connaitre son audience pour \u00eatre plus performant -\" \/>\n<meta property=\"og:description\" content=\"Dans cet \u00e9pisode, tu en apprendras plus sur la fa\u00e7on d&#039;appr\u00e9hender ton audience, mais aussi pourquoi il est si important de bien la connaitre.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lilicast.com\/fr\/blog\/connaitre-son-audience-pour-etre-plus-performant\/\" \/>\n<meta property=\"og:site_name\" content=\"LiLiCAST\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/LilicastApp\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-02T07:08:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-03T09:43:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lilicast.com\/fr\/wp-content\/uploads\/sites\/2\/2020\/06\/S2EP2-APPRENDRE-CONNAITRE-SON-AUDIENCE-POUR-TRE-PLUS-PERFORMANT.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"608\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lilicastapp\" \/>\n<meta name=\"twitter:site\" content=\"@lilicastapp\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/lilicast.com\/fr\/blog\/connaitre-son-audience-pour-etre-plus-performant\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/lilicast.com\/fr\/blog\/connaitre-son-audience-pour-etre-plus-performant\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"S2EP2 &#8211; 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