{"id":5385,"date":"2015-08-27T09:00:34","date_gmt":"2015-08-27T09:00:34","guid":{"rendered":"http:\/\/blog.360.agency\/?p=2482"},"modified":"2017-07-12T21:12:48","modified_gmt":"2017-07-12T21:12:48","slug":"limpact-des-medias-sociaux-sur-les-ventes","status":"publish","type":"post","link":"https:\/\/360.agency\/fr\/blog\/limpact-des-medias-sociaux-sur-les-ventes\/","title":{"rendered":"L\u2019impact des m\u00e9dias sociaux sur les ventes"},"content":{"rendered":"

<\/p>\n

Depuis quelques ann\u00e9es, un nouvel outil s\u2019offre aux entreprises qui souhaitent augmenter leur chiffre de vente par l\u2019entremise de canaux num\u00e9riques. Cela dit, les m\u00e9dias sociaux demeurent incompris aujourd\u2019hui par plusieurs organisations, que ce soit au niveau de leur efficacit\u00e9 promotionnelle ou encore leur capacit\u00e9 \u00e0 g\u00e9n\u00e9rer des ventes.<\/span><\/p>\n

M\u00eame les compagnies qui font appel aux m\u00e9dias sociaux comme outil de vente ont parfois de la difficult\u00e9 \u00e0 \u00e9valuer leur efficacit\u00e9. Est-ce que les m\u00e9dias sociaux g\u00e9n\u00e8rent des ventes? La question m\u00e9rite d\u2019\u00eatre pos\u00e9e.<\/span><\/p>\n

Selon une \u00e9tude r\u00e9cente effectu\u00e9e par le d\u00e9taillant \u00e9lectronique Shopify<\/a><\/span>, 1,85 % des visites provenant de Facebook se transforment en vente. Le pourcentage semble minime de prime abord, mais le succ\u00e8s r\u00e9el de la strat\u00e9gie de vente de Shopify, qui mesure les r\u00e9sultats reli\u00e9s aux m\u00e9dias sociaux sur une base quotidienne, d\u00e9pendra de plusieurs variables autres que le simple pourcentage de conversion. Ultimement, il d\u00e9pend de l\u2019investissement initial et des revenus qu\u2019il a par la suite g\u00e9n\u00e9r\u00e9s.<\/span><\/p>\n

Pour en revenir \u00e0 la question initiale, est-ce que les m\u00e9dias sociaux g\u00e9n\u00e8rent des ventes, il semblerait que oui. Mais en fonction de votre industrie et des produits que vous offrez, il peut \u00eatre difficile d\u2019\u00e9valuer l\u2019impact r\u00e9el. De prime abord, il faut savoir que le type de produit et surtout son prix sera d\u00e9terminant dans l\u2019\u00e9valuation des m\u00e9dias sociaux comme outil de vente.<\/span><\/p>\n

Une strat\u00e9gie de vente num\u00e9rique optimis\u00e9e se doit n\u00e9anmoins d\u2019inclure divers m\u00e9dias sociaux. Ceux-ci offrent des possibilit\u00e9s uniques, surtout en mati\u00e8re de communication avec une client\u00e8le cibl\u00e9e. Apr\u00e8s tout, les m\u00e9dias sociaux permettent de rapidement d\u00e9terminer l\u2019opinion des consommateurs envers votre produit, et le message que vos clients passent \u00e0 propos de votre compagnie \u00e0 leur cercle d\u2019amis.<\/span><\/p>\n

Apr\u00e8s avoir compris l\u2019importance de l\u2019outil cependant, il faut \u00eatre en mesure de d\u00e9terminer son impact.<\/span><\/p>\n

Il peut \u00eatre difficile d\u2019\u00e9valuer le taux de succ\u00e8s d\u2019une campagne promotionnel faisant appel aux m\u00e9dias sociaux, ou encore l\u2019impact d\u2019une publicit\u00e9 mettant en vedette un produit sp\u00e9cifique. L\u2019utilisation d\u2019un coupon obligeant l\u2019usager \u00e0 interagir permet de d\u00e9terminer le taux de conversion assez rapidement. Cela dit, ses coupons s\u2019appliquent la plupart du temps \u00e0 des produits plus accessibles financi\u00e8rement. La vente de produits et services plus dispendieux est quant \u00e0 elle plus difficile \u00e0 \u00e9valuer.<\/span><\/p>\n

Au final, il est plus facile qu\u2019on le pense d\u2019\u00e9valuer l\u2019efficacit\u00e9 des publicit\u00e9s mises de l\u2019avant sur les m\u00e9dias sociaux. Combien co\u00fbtent ces pubs, et combien de ventes g\u00e9n\u00e8rent-elles? Des plateformes de commerce \u00e9lectronique existent qui seront en mesure d\u2019\u00e9valuer tout cela pour votre entreprise. L\u2019exercice m\u00e9rite au minimum un essai. Il se pourrait tr\u00e8s bien que votre ROI soit positif, sans compter que vous obtenez collat\u00e9ralement une plus grande visibilit\u00e9 qui pourrait se traduire par un achalandage plus \u00e9lev\u00e9 dans votre boutique physique.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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