De nos jours, tout le monde cherche à vendre sur Internet. Certains commerçants investissent dans une vitrine en ligne, une mise en avant de leurs produits mais n’obtiennent pas le nombre tant convoité de visiteurs. Ils finissent donc par se poser cette question: Mon investissement en temps et en argent est-il rentable?
Bâtir et animer un site Internet, lorsqu’on est seul ou pris par sa production n’est pas aisé. Sans visiteurs, impossible d’obtenir votre retour sur investissement.
Vous cherchez donc à attirer des prospects qualifiés afin de les transformer en clients potentiels. On appelle cela une stratégie de Lead Generation.
Alors découvrons ensemble comment attirer les bonnes personnes en proposant le bon contenu ?

Quels visiteurs attirer pour une stratégie lead generation réussie ?
Avant de pouvoir attirer les visiteurs qui vous intéressent, première étape de votre stratégie: le ciblage.
Comment attirer la bonne personne sans dresser un profil type de votre client idéal?
La définition de critères permet de comprendre et d’anticiper les besoins et les attentes.
- Quelles sont leurs habitudes de consommation?
- Critères démographiques?
- Quels sont leurs comportements d’achat?
- Quels sont leurs freins et motivations?
- Sources d’informations?
En fonction de ces éléments, vous pourrez faire matcher votre site Internet avec les attentes de votre client.
D’où l’importance de pouvoir bien cibler votre consommateur. Cette phase est primordiale pour établir le squelette de votre site web. Plus votre segmentation sera poussée, plus il vous sera facile d’anticiper la demande.
Connaissez-vous les méthodes de ciblage commercial modernes qui existent aujourd’hui?
Et pourquoi pas la méthode Persona?
Si le sujet vous intéresse lisez notre article de blog qui porte sur la méthode Persona.

Comment proposer des contenu attractifs pour une stratégie Lead generation?
Proposer du contenu attractif dans le digital c’est comme du commerce réel; cela ne ne se limite pas à une vitrine .
Même si la vitrine est jolie, votre visiteur va se demander ce que vous avez à lui proposer en entrée, en plat et en dessert?
Tout ce menu doit être composé sans quoi, il ne restera que spectateur. Donnez lui envie de rester s’installer à votre table, consulter votre carte, et d’appeler le serveur.
N’oublions pas votre objectif en tant que producteurs et artisans français: vendre plus grâce à internet. Vous souhaitez transformer les visiteurs en clients!
Quels contenus proposer ? Nous avons listé pour vous quelques bonnes pratiques pour rendre votre site web attractif:
- Se mettre à la place de votre visiteur
- Lui parler de ce qui l’intéresse
- Montrer quelles solutions à ses problèmes apportent vos produits
- Quelle valeur ajoutée ont vos produits pour lui ?
Pour la plupart d’entre vous, en tant que producteur ce n’est pas simple de se mettre à la place de votre visiteur. Vous connaissez vos produits, les recettes, mais cela ne suffit pas. Comme lors d’un entretien commercial, mettez en avant, la valeur ajoutée pour celui qui reçoit votre service.
Posez vous la question suivante: en quoi votre produit est meilleur qu’un autre pour votre client ?

Visiteurs vs Prospects identifiés / clients potentiels, comment transformer le visiteurs en lead ?
A présent vous savez comment attirer les bonnes personnes, les retenir sur votre site, maintenant, il faut les identifier, et donc obtenir leurs coordonnées. Il faut créer des occasions d’échange.
Donnez à votre visiteur intéressé, une information en contrepartie de ses informations personnelles. Sinon, vous louperez votre occasion d’échanger avec lui.
Pour se faire le Call to Action est un bon outil pour obtenir de l’information et générer des leads. Cela vous permet de proposer une variété d’actions sur le chemin de l’internaute pour l’inciter à faire une action plutôt qu’une autre.Celui-ci peut prendre la forme d’une image, d’un lien ou d’un bouton.
Voici quelques actions que vous pourrez l’inciter à prendre:
- Documents à télécharger
- Prendre un rendez-vous
- Contacter un commercial
Toutes ces occasions d’échange donnent lieu à un chemin technique digital qui doit être mis en place avec un minimum d’expertise.
Cela vous paraît compliqué? Pour nous, c’est facile, c’est notre métier!
Vous souhaitez bâtir une stratégie de Lead Generation? Contactez nous afin d’échanger à ce sujet
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