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27 avril 2017

Etude sur les utilisateurs de Facebook – ce que ça t’apprend pour ton entreprise

Etude utilisateurs Facebook et publicité

Une étude a été réalisée récemment pour connaître les réactions des utilisateurs de Facebook face aux publicités des entreprises. C’est intéressant de s’y pencher avant de mettre en place une stratégie et de se décider (ou pas) à publier davantage sur Facebook. Parce que ça prend du temps et de l’énergie, donc il faut savoir si ça vaut le coup et comment bien faire. Voyons donc ce qui peut être utile dans cette étude pour les petites entreprises, ce qu’il faut savoir sur la manière dont tes clients utilisent Facebook …

1/ L’étude

Cette étude a été commandée par CPC Strategy, une agence de marketing américaine. Les 1500 personnes interrogées résident donc toutes aux USA, mais c’est quand même intéressant de voir les tendances. Bien sûr, les résultats ne seraient peut-être pas exactement les mêmes sur ton secteur, mais dans l’ensemble, les utilisateurs de Facebook ont les mêmes réactions, sauf que les américains ont très souvent une longueur d’avance sur les applis et fonctionnalités disponibles. Donc voyons ce que nous apprennent les 1500 personnes interrogées, âgées de 18 à 54 ans.

2/ Les résultats

Visibilité des entreprises : 47.4 % des répondants déclarent avoir été mis en relation avec au moins une marque ou un produit au cours des 30 derniers jours, via Facebook. C’est donc une bonne nouvelle pour les entreprises qui cherchent à être vues et à prendre contact.

Achat : si la plupart des utilisateurs de Facebook n’achètent pas directement un produit, 33.9 % cliquent volontairement sur des pubs Facebook et jusqu’à 26% d’entre eux finissent par acheter le produit. Facebook est donc un moyen d’attirer l’attention et de réengager les personnes qui connaissent déjà l’entreprise pour qu’elles passent à l’action.

Offres spécialesMotivation : il est intéressant de savoir ce que les utilisateurs attendent vraiment d’une entreprise qui publie sur Facebook. Par ordre de priorité, on a :

  • Trouver des promos
  • Etre informé des nouveaux produits
  • Regarder le contenu des marques
  • Contacter facilement le service client

Publicités : 54.6% des utilisateurs sont soit indifférents, soit intéressés par les pubs qui apparaissent sur leur fil d’actualité. De quoi être surpris, quand on connaît les débats actuels sur les pubs intrusives, les bloqueurs de pubs sur internet … L’image positive des pubs Facebook vient peut-être de la qualité et du format de celles-ci, moins dérangeant qu’une pop-up sur un site web. Facebook est donc présenté comme le parfait endroit pour communiquer avec les clients et les pousser à l’action.

Age : si les 45-54 ans sont les plus engagés sur les publicités Facebook, les 18-24 ans sont moins susceptibles de cliquer. A prendre en compte, même s’il faut ajuster en fonction de la clientèle propre à chaque entreprise …

3/ Les leçons à en tirer

Pas de doute, Facebook a un réel potentiel dans le cadre du développement de ton entreprise. C’est déjà ce qu’on peut observer, y compris au Fenua, et cette étude confirme la tendance. Facebook est un outil de plus en plus utilisé par tes clients et le parfait endroit, en tout cas pour le moment, pour développer ta notoriété et booster tes ventes. Bien sûr, avant de te lancer davantage dans la communication via ce réseau, si tu as déjà une page Facebook, il serait intéressant d’observer comment TES clients réagissent à tes publications, et surtout à tes publicités (plus particulièrement les publicités sponsorisées si tu les utilises), pour pouvoir en tirer des leçons et savoir dans quelle direction avancer pour être efficace.

Pour que ton message soit vu et jugé intéressant, il doit être pertinent (en fonction de ce que ta clientèle attend réellement) et avoir un côté ludique, qui donne au moins envie de cliquer pour en savoir plus. Il faut également bien réfléchir à ce que tu veux que tes lecteurs fassent : cliquer pour en savoir plus, partager la publication, acheter immédiatement ou venir te voir en magasin… Tout ça se prépare et s’affine au fur et à mesure. Il ne faut pas t’attendre à de bons résultats tout de suite ou pour chaque publication. On dit bien que c’est en forgeant qu’on devient forgeron, et bien là c’est la même chose, il te faut apprendre à bien maîtriser cet outil et à l’adapter à ton entreprise et ta clientèle.

Plan d'actionDonc si tu es convaincu que Facebook peut être un bon outil pour ton entreprise, voici ton plan d’action :

  • Analyser ce qui se passe déjà sur ta page, ce qui intéresse ou pas tes lecteurs, ce qui les fait réagir, mieux les connaître
  • Trouver des idées inspirantes pour diversifier ce que tu publies (regarde ce qui se fait chez tes concurrents et dans ton secteur d’activité, mais aussi de bonnes idées marketing d’une manière générale)

Astuce : tu peux regarder les #topouflopdeFacebook et #inspirationmarketing

  • Publier régulièrement (minimum 3 fois par semaine) dont seulement 20 % de contenu promotionnel sur tes produits ou ton entreprise

Astuce : jette un oeil sur #lesbonnespratiquesdeFacebook pour vérifier ce qu’il faut faire ou pas

  • Choisir 1 publication qui incite à l’action (une offre promotionnelle, une citation inspirante à partager, une actualité de ton entreprise à diffuser …) et l’utiliser en publicité sponsorisée (à réaliser tous les 15 jours, sur une courte durée mais en ciblant bien l’audience que tu vises pour t’adresser aux bonnes personnes)
  • Soigner ta page et être réactif pour répondre aux demandes
  • Faire un point régulier pour poursuivre ta stratégie ou la revoir en fonction des résultats

Si tu es régulier et sérieux dans ta communication Facebook, tu as une mine d’or à ta disposition pour fidéliser tes clients ou en trouver de nouveaux. C’est pour ça que je m’intéresse beaucoup à Facebook dans le cadre du développement commercial d’une entreprise. Encore faut-il savoir comment s’y prendre pour en profiter pleinement… Si tu as besoin d’un coup de main, regarde déjà tout ce que j’ai publié sur ce blog ou sur ma page, et contacte-moi pour établir un plan d’action plus personnalisé !

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