2. SOMMAIRE
● Présentation de WSI
● Pourquoi définir une stratégie
Marketing Digitale ?
● Comment Faire ?
● Témoignages
● Q& A
3. WSI : GO DIGITAL, BE SUCCESSFUL
SOLUTIONS DE
RÉFÉRENCE
RÉSEAU
INTERNATIONAL
D’AGENCES
MÉTHODOLOGIE
ORIENTÉE VERS LES
RESULTATS
20 ANS DE SUCCÈS EN
SOLUTIONS DIGITALES
WSI DIGITAL
MARKETING
LIFECYCLE
Gilles Dandel
5. Prise de
conscience Intérêt Décision
Recherche
d’information
neutre pour
identifier un besoin
potentiel
Recherche
d’information
concrète sur des
opportunités ou
solutions
Recherche
d’information
précise sur des
produits
Le nouveau comportement du client
57% ont fait une recherche en ligne avant une
décision d’achat
60% du parcours se fait avant la décision
6. Prise de
conscience Intérêt Décision
Idées vacances été
2015
Vacances en
Corse
Location gite
corse du nord
Le parcours illustré
Où partir en
vacances cet été? -
L'Express
Vacances-
Corses.com | Le
Guide de vos
Vacances en
Corse
vacances en
Corse - Gîtes de
France Corse
7. QUELS SONT
VOS CIBLES ?
Produit A Produit B
France Jeremy Thomas
International George Sylvie
8. Un persona B2B
•Son entreprise
-Son Rôle dans l’entreprise
- La Position de son entreprise sur son marché
•Ses enjeux personnels dans
l’entreprise
-Ses objectifs et ses critères de succès
-Ses défis et comment les surmonter
-Son rôle dans le processus d’achat
•Son comportement
-Ses principales sources d’Information
-Les Réseaux sociaux utilisés
-Les Associations ou groupes auxquels il
appartient
-Ou ses Modes préférentiels d’interaction
Quels sont ses
besoins, ses envies ou
ses défis, que cherche-
t-il ?
Sources d’information
•Recherches sur site
•Veille web et sur les réseaux
sociaux
•Interviews / Sondages
•Les outils de gestion de la base
de contact
•Les informations fournies par le
Commercial
Le contexte client – Le persona
12. QUELS SONT
LES
POTENTIELS ?
Nb de
Clients
Actuels
Nb de
Clients
Potentiel
Nb de
nouveau
clients
visés
Panier
Moyen
Marge en
k€
+ Marge
/ ans
k€
Jeremy 100 1500 +10 250 +250
Thomas 150 2500 +15 350 +525
George 50 300 +5 57,5 +287,5
Sophie 20 100 +1 100 +100
Total 320 4400 +31 190 +1162,5
13. QUELS SONT
LES FREINS
ACTUELS ?
Nb de
Clients
Actuels
Nb de Clients
Potentiel
Freins / Difficultés
Jeremy 100 1500 Manque de
notoriété
Thomas 150 2500 Manque de
produits
George 50 300 Manque de
références
Sophie 20 100 Barrière de la
langue
Total 320 4400
16. STRATÉGIE DIGITALE : LES 5 ÉTAPES CLEFS
SITE INTERNET
PERFORMANT
ETRE VISIBLE AUPRES
DES CIBLES
TRANSFORMER LES
VISITEURS EN
PROSPECTS
MESURER LES
PERFORMANCES (KPI)
Analyser
Optimiser
17. CARAnalyse
• Une analyse précise et détaillée de
votre marché via Internet
• La fréquence de recherche de vos
produits / services
• Analyse de votre situation en
référencement naturel, payant et
réseaux sociaux
• Identification et comparaison des
principaux concurrents
23. SOCIETE XXX
Stratégie Digitale
Site
v F + v UK
SEO 120 kw
vF + v UK
KPI Optimisation
Reporting
Mensuel
emailing
Marketing
Contenu / 4
personnas
Outbound 4
personnas /
Monde
Social
Selling /
LinkedIn
4 * 4
C2A/LP/TYP
Blog
Marketing
Automation
Intégration
4 RS
LinkedIn+
FB + Twitter
+ Pinterest
27. Increase phone calls from the web
from 5-25 by September 1, 2017
X
X
X
X
x
Double newsletter subscriptions by
December 31, 2017
X
X
X
X
x
Increase unique monthly visitors to
our website by half, by Aug. 1, 2017
X
X
X
X
x
LG
C
B
PPC
SEO
EM
EM
SM
SEO
CM
SM
Angelina
Jolie
Brad
Pitt
Jim
Carrey
2017-09-01
2017-12-31
2017-08-01
28. Audience globale
+ 2 000 000
2608
Visiteurs
75
Prospects
Qualifiés
21
Clients
3000
€
2,5
%
ESTIMATIONS MENSUELLES AVEC UN BUDGET DE 3 000 €/MOIS
ESTIMATIONS
• Coût moyen du click = 1,15 €
• Nombre de visiteurs = 2608 visiteurs
• Taux de conversion : 5% => 130
nouveaux prospects
• 50% de « fake » => 75 prospects qualifiés
• Taux de conversion des commerciaux :
33% => 21 nouveaux clients
• Cout acquisition client : 139 €
• Panier Moyen d’un client : 750 €
• CA (pessimiste): 16 141 € / mois
• ROI = 13 141 €
NB : On peut augmenter ou diminuer le budget à volonté
33
%
29.
30. SCENARIO 3
Site+
Blog
MA
KPI
2016 2017 2018
V0 fin Septembre, Blog + RS fin 2016 si confirmation début Juin
Emailing
Adwords
Contenu
INV – EXP – GAINS - PLANNING
32. 18,91 % DE
TAUX DE
CONVERSION
http://www.societetraduction.fr/interpretation-devis-lp.htm
EXEMPLE DE LANDING PAGE / CG TRADUCTION
33. 12.88 % DE
TAUX DE
CONVERSION
http://www.conseil-creation-entreprise-yvelines.fr/reussir-creation-entreprise-yvelines
EXEMPLE DE LANDING PAGE / CABINET SOIZE
34. 8,26 % DE
TAUX DE
CONVERSION
http://www.gitesdefrance-bretagne.fr/contact-reservation.html
EXEMPLE DE LANDING PAGE / LOGIS MOUSTERLIN
35. EXEMPLES DE
MINI SITES
OPTIMISÉS
POUR LA
CONVERSION
EN COURS
http://http://www.flux-pompes.fr/viscoflux-mobile.html
EXEMPLE DE LANDING PAGE / FLUX POMPES
39. VOS ATTENTES / SONDAGE
Besoin d’aide pour :
EVALUATION : quel est le niveau de maturité de mon
entreprise à définir une stratégie Marketing Digitale ?
DIAGNOSTIC : quel est le niveau de performance de ma
stratégie Marketing Digitale ?
OPTIMISATION : comment améliorer la performance de ma
stratégie Marketing Digitale ?
FORMATION : me former moi et/ou mes équipes à définir une
stratégie Marketing Digitale ?
40. GO DIGITAL, BE SUCCESSFUL
LEADERSHIP
ET
CRÉATIVITÉ
PARTENARIATS
CONNAISSANCE PRESTATION
SUCCÈS
Hinweis der Redaktion
CUSTOMIZATION NOTES: Be sure to update the month, year and your name before each presentation
SCRIPT FOR CLIENT: The purpose of this presentation is for you to get to know who we are, what we are all about, who we’ve done business with and of course details around digital marketing specifically.
CUSTOMIZATION NOTE: If you change the order of the slides or remove sections be sure to update the agenda accordingly.
SCRIPT FOR CLIENT: But let’s be honest, there are a lot of digital marketing companies out there that can help you with your digital marketing strategy. So here’s the main reasons why companies decide to work with us over others:
We’re able to deliver best in class solutions
We aren’t just an individual digital marketing agency. We are backed by a powerful global network of digital marketers.
We have a proven methodology that we follow to ensure we deliver results to our clients
And of course our longevity in the industry and the fact that we have been around for the last 20 years
So what do each of these really mean to you and how to you benefit from these if you decide to work with us?
GDA
5
6
8
9
SCRIPT FOR CLIENT: But let’s be honest, there are a lot of digital marketing companies out there that can help you with your digital marketing strategy. So here’s the main reasons why companies decide to work with us over others:
We’re able to deliver best in class solutions
We aren’t just an individual digital marketing agency. We are backed by a powerful global network of digital marketers.
We have a proven methodology that we follow to ensure we deliver results to our clients
And of course our longevity in the industry and the fact that we have been around for the last 20 years
So what do each of these really mean to you and how to you benefit from these if you decide to work with us?
SCRIPT FOR CLIENT: At the center of your digital marketing strategy is your website, which needs to be user-friendly, graphically appealing and most importantly, optimized for mobile devices. And while your website is the nucleus of your digital activities, we believe it should be more than just a destination your customer visit. It needs to deliver on the brand experience you want your customers enjoy and connect with you.
Our site solutions will help you put your best foot forward and make a great first impression that’s consistent with what potential customers and visitors are expecting to see from you. Whether it’s fully optimized landing pages that churn out conversions, great content that attracts visitors, advanced analytics that return important campaign metrics, or full fledge inbound marketing strategies that move your customers through your purchase funnel, we’ve got all your site solutions covered.
SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
SCRIPT FOR CLIENT: Customers nowadays expect to find you online and for the search terms you should be ranking for. So if you aren’t being found by your customers when they are ready to make a purchase, you could be missing out. Our search solutions ensure that this won’t happen to your business. We’ll analyze what your competitors are doing, where they’re showing up and how you can get ahead of them. There’s a perfect mix of search solutions out there for your business, it just takes a little digging to get to determine where you need to be so we can help you increase your lead and sales pipeline and ultimately get you more customers and help you make more money.
GDA
SCRIPT FOR CLIENT: So to recap here’s the main reasons why companies decide to do business with us:
Our leadership and creativity: We are experts in our field and develop customized solutions for each of our clients
Our partnerships: We keep good company and have friends in high places that you are able to directly benefit from through our exclusive pricing with them or access to support and training resources
Our knowledge: Backed by their extensive expertise in many verticals, we use our success from one corner of the globe to understand similar issues elsewhere. This enables us to leverage global insights to help resolving your specific marketing issues.
Our delivery: We build best in class solutions for our clients that are designed for your specific business needs and follow our WSI Lifecycle methodology so we can ensure we are continually funneling our learning and insights back into your campaigns for improved performance.
And last but not least our success: We have 20 years of proven success under our belts. We have developed award winning solutions for our clients and can do the same for you.