{"id":5168,"date":"2018-05-30T19:11:31","date_gmt":"2018-05-30T19:11:31","guid":{"rendered":"https:\/\/saragilbert.coach\/fr\/?p=5168"},"modified":"2018-05-30T19:11:31","modified_gmt":"2018-05-30T19:11:31","slug":"comment-provoquer-davantage-de-bouche-oreille-en-faveur-de-votre-pratique-daffaires","status":"publish","type":"post","link":"https:\/\/saragilbert.coach\/fr\/comment-provoquer-davantage-de-bouche-oreille-en-faveur-de-votre-pratique-daffaires\/","title":{"rendered":"Comment provoquer davantage de bouche-\u00e0-oreille en faveur de votre pratique d\u2019affaires"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><strong><em>Saviez-vous que seulement 7\u00a0% du bouche-\u00e0-oreille se produit\u00a0en ligne? Les m\u00e9dias sociaux, une pr\u00e9sence web et une bonne visibilit\u00e9 sont des crit\u00e8res importants, mais ne devraient pas constituer l\u2019unique strat\u00e9gie de d\u00e9veloppement d\u2019affaires.<\/em><\/strong><\/p>\n<p>Nous avons tendance \u00e0 croire que puisque les gens passent d\u2019innombrables heures en ligne le pourcentage de bouche-\u00e0-oreille devrait \u00eatre \u00e9lev\u00e9, mais il n\u2019en est rien. Une recherche effectu\u00e9e par Keller Fay Group a r\u00e9v\u00e9l\u00e9 que seulement 7\u00a0% du bouche-\u00e0-oreille se produit en ligne.<\/p>\n<p>Nous surestimons le bouche-\u00e0-oreille en ligne, car il est plus facile \u00e0 constater. En effet, nous pouvons mesurer notre port\u00e9e, le nombre de commentaires, les gens qui ont cliqu\u00e9 \u00ab\u00a0J\u2019aime\u00a0\u00bb,\u00a0les pages consult\u00e9es,\u00a0etc. Ne vous m\u00e9prenez pas! Je crois fermement que les m\u00e9dias sociaux et une pr\u00e9sence web globale sont obligatoires pour les entreprises d\u2019aujourd\u2019hui. Mais ceci ne doit pas \u00eatre l\u2019unique avenue de croissance de votre pratique d\u2019affaires.<\/p>\n<p>Je discute souvent avec des conseillers au sujet de leur pr\u00e9sence sur le web et de leur strat\u00e9gie de communication et nombre d\u2019entre eux, \u00e0 ma grande surprise, croient encore le vieil adage \u00ab\u00a0si vous le construisez, ils viendront\u00a0\u00bb. Or, nous devons nous adapter \u00e0 la r\u00e9alit\u00e9 d\u2019aujourd\u2019hui et aux comportements des clients actuels pour b\u00e2tir et d\u00e9velopper une pratique d\u2019affaires.<\/p>\n<p><strong><em>Infolettres, LinkedIn, Facebook et Twitter sont des technologies et non des strat\u00e9gies. <\/em><\/strong>Vous devez avoir une intention pr\u00e9cise dans l\u2019\u00e9laboration de votre marketing de bouche-\u00e0-oreille.<\/p>\n<p>Exploiter le pouvoir du bouche-\u00e0-oreille, en ligne ou hors ligne, exige de comprendre pourquoi les gens parlent et pourquoi certains sujets sont davantage abord\u00e9s et partag\u00e9s que d\u2019autres.<\/p>\n<h3>Le pouvoir du marketing bouche-\u00e0-oreille<\/h3>\n<p>Le marketing de bouche \u00e0 oreille a \u00e9t\u00e9 identifi\u00e9 comme la forme de marketing la plus pr\u00e9cieuse, celle en laquelle les gens ont le plus confiance et qui est la plus susceptible de stimuler les ventes. Voici quelques statistiques\u00a0:<\/p>\n<ul>\n<li>Selon Nielsen, 92\u00a0% des consommateurs croient les recommandations des amis et de la famille plus que toute autre forme de publicit\u00e9.<\/li>\n<li>64\u00a0% des gestionnaires marketing ont indiqu\u00e9 qu\u2019ils pensaient que le bouche-\u00e0-oreille \u00e9tait la forme de marketing la plus efficace.<\/li>\n<\/ul>\n<p><a href=\"http:\/\/brandautopsy.com\/about\" target=\"_blank\" rel=\"noopener\">John Moore<\/a>, responsable du marketing pour Starbucks et Whole Foods, dit\u00a0: \u00ab\u00a0Si les gens ne parlent pas de vous, ils vous oublient.\u00a0\u00bb<\/p>\n<h3>G\u00e9n\u00e9rez le bouche-\u00e0-oreille<\/h3>\n<p>Vous pouvez avoir une excellente\u00a0approche et une offre de service all\u00e9chante, mais si les gens ne vous connaissent pas, vous n\u2019aurez pas l\u2019impact d\u00e9sir\u00e9 sur la vie des gens. Le bouche-\u00e0-oreille est dix fois plus efficace que toute autre forme de publicit\u00e9 traditionnelle.<\/p>\n<p>Cela va au-del\u00e0 d\u2019un simple\u00a0partage d\u2019articles sur LinkedIn\u00a0ou de la cr\u00e9ation de pages Facebook\u00a0et Twitter. Un bouche-\u00e0-oreille r\u00e9ussi exige une r\u00e9flexion strat\u00e9gique.<\/p>\n<p>Voici les \u00e9tapes les plus importantes dans l\u2019\u00e9laboration d\u2019une\u00a0strat\u00e9gie de bouche-\u00e0-oreille\u00a0:<\/p>\n<ol>\n<li style=\"margin-bottom: 20px;\"><strong>Ciblez des personnes d\u2019influence.<\/strong> Connectez-vous \u00e0 des centres d\u2019influence qui sont en contact avec votre client id\u00e9al \u2013 il peut s\u2019agir d\u2019autres professionnels, de journalistes,\u00a0de blogueurs\u00a0\u2013 soyez cr\u00e9atif et pensez en dehors des cadres traditionnels. Dressez une liste de 25 personnes d\u2019influence, suivez-les dans les m\u00e9dias sociaux et d\u00e9veloppez une relation d\u2019affaires virtuelle\u00a0: apprenez \u00e0 les conna\u00eetre, interagissez avec leur contenu (aimer, commenter, retweeter, etc.); puis passez \u00e0 l\u2019\u00e9tape suivante et transformez cette relation virtuelle en relation d\u2019humain \u00e0 humain.<\/li>\n<li style=\"margin-bottom: 20px;\"><strong>Devenez un\u00a0leader<\/strong>. Clarifiez votre unicit\u00e9 ou, comme j\u2019aime \u00e0 l\u2019appeler, votre facteur \u00ab\u00a0X\u00a0\u00bb \u2013 ce qui fait que vous et votre entreprise \u00eates uniques \u2013 et partagez ce message. Incluez-le sur votre site web, dans votre brochure et sur toutes vos plateformes de communication (infolettre, profils de m\u00e9dias sociaux, etc.)<\/li>\n<li><strong>Rendez votre contenu marketing int\u00e9ressant et partageable. <\/strong>Les gens parlent de choses qui\u00a0les font para\u00eetre int\u00e9ressants aux yeux des autres. Par exemple\u00a0: <em>Saviez-vous que Starbucks d\u00e9pense plus pour l\u2019assurance-maladie de ses employ\u00e9s (300 millions de dollars) que pour le caf\u00e9 lui-m\u00eame?<\/em> Imaginez que, lors d\u2019un d\u00eener, vous partagiez quelque chose de ce genre. Ou encore \u00ab\u00a0<em>Saviez-vous que les\u00a0deux tiers\u00a0des habitants de la plan\u00e8te n\u2019ont jamais vu de neige?\u00a0\u00bb<\/em><\/li>\n<\/ol>\n<p>Ne croyez-vous pas que\u00a0cela vous rendrait int\u00e9ressant\u00a0et pourrait \u00eatre un excellent point de d\u00e9part pour engager une conversation? Bien s\u00fbr! Les gens se souviendront de vous et r\u00e9p\u00e8teront cette anecdote \u00e0 d\u2019autres \u2013 ce qui aura pour effet de doubler l\u2019efficacit\u00e9 de cette strat\u00e9gie.<\/p>\n<p>Qu\u2019est-ce que le partage de faits a \u00e0 voir avec la croissance de votre pratique d\u2019affaires? L\u2019effet se situe \u00e0 deux niveaux\u00a0: d\u2019abord, les gens parlent de ce qui leur vient \u00e0 l\u2019esprit\u00a0et ensuite, les gens se souviennent des histoires int\u00e9ressantes (d\u2019o\u00f9 l\u2019importance du \u00ab\u00a0<em>storytelling\u00a0\u00bb<\/em>). Chaque fois qu\u2019ils penseront au fait ou \u00e0 l\u2019histoire que vous avez partag\u00e9e, ils penseront \u00e0 vous et par ricochet, \u00e0 votre offre. (Si vous cherchez des faits int\u00e9ressants, nous partageons les #FridayFunFact chaque semaine sur <a href=\"https:\/\/www.linkedin.com\/in\/saragilbert\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/SG_Strategist\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> et <a href=\"https:\/\/www.facebook.com\/SaraGilbertStrategist\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>.)<\/p>\n<p>Lorsque\u00a0vous ma\u00eetrisez ces\u00a03 \u00e9tapes,\u00a0vous obtenez une fondation solide qui servira \u00e0 augmenter votre influence et votre visibilit\u00e9 et ainsi d\u00e9velopper votre marketing\u00a0 bouche-\u00e0-oreille avec du contenu remarquable que les gens voudront vraiment partager.<\/p>\n<p>Gardez toujours \u00e0 l\u2019esprit que votre image de marque et votre r\u00e9putation sont bonnes dans la seule mesure de ce qu\u2019en disent les gens.<\/p>\n<p>Maintenant, allez-y et soyez remarquable!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-4165\" src=\"https:\/\/saragilbert.coach\/wp-content\/uploads\/2017\/11\/Sara-sig.png\" alt=\"Sara Gilbert\" width=\"102\" height=\"58\" srcset=\"https:\/\/saragilbert.coach\/wp-content\/uploads\/2017\/11\/Sara-sig.png 102w, https:\/\/saragilbert.coach\/wp-content\/uploads\/2017\/11\/Sara-sig-100x58.png 100w\" sizes=\"(max-width: 102px) 100vw, 102px\" \/><\/p>\n<div style=\"clear: both;\"><\/div>\n<p>&nbsp;<\/p>\n<p>Lisez-vous cette infolettre sur le web ou quelqu&rsquo;un vous a-t-il transf\u00e9r\u00e9 la version \u00e9lectronique? Si oui, vous pouvez vous inscrire au meilleur blog sur le web <a href=\"https:\/\/saragilbert.coach\/fr\/\">ici<\/a>.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Saviez-vous que seulement 7\u00a0% du bouche-\u00e0-oreille se produit\u00a0en ligne? Les m\u00e9dias sociaux, une pr\u00e9sence web et une bonne visibilit\u00e9 sont des crit\u00e8res importants, mais ne devraient pas constituer l\u2019unique strat\u00e9gie de d\u00e9veloppement d\u2019affaires. Nous avons tendance \u00e0 croire que puisque les gens passent d\u2019innombrables heures en ligne le pourcentage de bouche-\u00e0-oreille devrait \u00eatre \u00e9lev\u00e9, mais [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5163,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<strong><em>Did you know that only 7% of word of mouth happens online? Social media, web presence and visibility are important, but it cannot be your unique strategy to grow your business. <\/em><\/strong>\r\n\r\nWe tend to think that since people spend hours and hours online, this number would be much higher, but it\u2019s not. A Research by the Keller Fay Group found that only 7% of word of mouth happens online.\r\n\r\nWe overestimate online word of mouth because it\u2019s easier to see: we can measure our reach, the number of comments or \u2018likes\u2019, pages viewed, etc. Now don\u2019t get me wrong: I believe social media and an overall web presence is mandatory for today\u2019s businesses, but this cannot be your exclusive avenue to grow your business.\r\n\r\nI often discuss with entrepreneurs about their web presence and communication strategy and many, to my surprise, still believe in the adage \u2018build it and they will come\u2019. We need to adapt to today\u2019s reality and to today\u2019s consumer behaviours to build and grow your business.\r\n\r\n<strong><em>Your newsletter, LinkedIn, Facebook and Twitter are technologies, not strategies. <\/em><\/strong>This is why you want to be intentional with your word of mouth marketing.\r\n\r\nHarnessing the power of word of mouth, online and offline, requires understanding why people talk and why some things get talked about and shared more than others.\r\n<h3>The power of word of mouth marketing<\/h3>\r\nWord of mouth marketing has been identified as <strong><em>the<\/em><\/strong> most valuable form of marketing \u2013 the one that people trust above all others and the one that is most likely to drive sales. Here are a few stats:\r\n<ul>\r\n \t<li>According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising.<\/li>\r\n \t<li>64% of marketing executives indicated that they think word of mouth is the most effective form of marketing.<\/li>\r\n<\/ul>\r\n<a href=\"http:\/\/brandautopsy.com\/about\" target=\"_blank\" rel=\"noopener\">John Moore<\/a>, marketer for Starbucks and Whole Foods says, \u201cIf people are not talking about you, they are forgetting about you.\u201d\r\n<h3>Generating word of mouth<\/h3>\r\nYou can have a great approach and service offering, but if people don\u2019t know about it, then you won\u2019t have the impact you want to have on the world around you. Word of mouth from everyday people is ten times more effective than any other form of traditional advertising.\r\n\r\nAnd it is more than just sharing articles on LinkedIn, creating a Facebook and a Twitter page.\u00a0 Successful word of mouth requires strategic thinking.\r\n\r\nHere are the most important steps to take when developing out your word of mouth marketing strategy:\r\n<ol>\r\n \t<li style=\"margin-bottom: 20px;\"><strong>Target Influencers.<\/strong> Connect with centers of influence who are in contact with your ideal client; these can be other professionals, journalists, bloggers \u2013 think outside the box. Make a list of 25 influencers and follow them on social media, start building a virtual relationship, learn about them and engage with their content (like, comment, retweet, etc.) and step into a human-human connection.This is the exact strategy I used to become one of the key resources for a pan-Canadian newspaper \u2013 for the last 7 years now, they\u2019ve called me almost monthly to contribute to articles for them. They have a much broader reach that I have (and probably will ever have!).<\/li>\r\n \t<li style=\"margin-bottom: 20px;\"><strong>Be a thought leader<\/strong>. Clarify your uniqueness, or as I like to call it your \u2018X\u2019 factor, what makes you and your business unique, and tell people about it.\u00a0 This should be communicated on your website, brochure and all your communication platform (newsletters, social media profiles, etc.) Your uniqueness makes people interested. If you\u2019re ordinary, people won\u2019t notice you, nor will they talk about you.<\/li>\r\n \t<li><strong>Make your marketing content interesting and sharable.<\/strong> People will talk about things that make them look more interesting to others. For example: <em>Did you know that Starbucks spends more on health care insurance for its employees ($300 million) than on coffee beans?<\/em><\/li>\r\n<\/ol>\r\nImagine yourself at a dinner party and you share something like that or: <em>Did you know that two thirds of the people on the planet have never seen snow?<\/em> That would make you interesting and could be a great conversation starter, right? People will remember you as interesting, and they will go out there and repeat this interesting fact to others, doubling the effectiveness of this strategy.\r\n\r\nWhat does sharing facts have to do with growing your business? Twofold:\u00a0 First, people often talk about whatever comes to mind and, second, people remember stories. As they think about the fact or the story, they will remember \u00a0you, hence, your solution offering and the problem you solve. (If you\u2019re looking for interesting fact, we share a weekly #FridayFunFact on <a href=\"https:\/\/www.linkedin.com\/in\/saragilbert\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/SG_Strategist\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"https:\/\/www.facebook.com\/SaraGilbertCoach\/\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>)\r\n\r\nWhen you master these 3 steps, you will have a strong foundation to increase your reach and your visibility and grow your word of mouth marketing with remarkable and valuable content they want to share.\r\n\r\nAlways keep in mind, your brand and your reputation are only as good as what people say about it.\r\n\r\nNow go out there and be remarkable!\r\n\r\n<img class=\"alignleft size-full wp-image-4165\" src=\"https:\/\/saragilbert.coach\/wp-content\/uploads\/2017\/11\/Sara-sig.png\" alt=\"Sara Gilbert\" width=\"102\" height=\"58\" \/>\r\n<div style=\"clear: both;\"><\/div>\r\nAre you reading this newsletter on the web or did someone\u00a0forward the e-mail version to you? If so, you can sign up to The Best Blog <a href=\"https:\/\/saragilbert.coach\">here<\/a>.","_et_gb_content_width":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-5168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment provoquer davantage de bouche-\u00e0-oreille en faveur de votre pratique d\u2019affaires - Strategist<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/saragilbert.coach\/fr\/comment-provoquer-davantage-de-bouche-oreille-en-faveur-de-votre-pratique-daffaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment provoquer davantage de bouche-\u00e0-oreille en faveur de votre pratique d\u2019affaires - Strategist\" \/>\n<meta property=\"og:url\" content=\"https:\/\/saragilbert.coach\/fr\/comment-provoquer-davantage-de-bouche-oreille-en-faveur-de-votre-pratique-daffaires\/\" \/>\n<meta property=\"og:site_name\" content=\"Strategist\" \/>\n<meta property=\"article:published_time\" content=\"2018-05-30T19:11:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/saragilbert.coach\/wp-content\/uploads\/2018\/05\/Word-of-mouth-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"498\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sara Gilbert\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sara Gilbert\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/saragilbert.coach\/fr\/comment-provoquer-davantage-de-bouche-oreille-en-faveur-de-votre-pratique-daffaires\/\",\"url\":\"https:\/\/saragilbert.coach\/fr\/comment-provoquer-davantage-de-bouche-oreille-en-faveur-de-votre-pratique-daffaires\/\",\"name\":\"Comment provoquer davantage de bouche-\u00e0-oreille en faveur de votre pratique d\u2019affaires - 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