{"id":1746,"date":"2024-02-10T22:50:06","date_gmt":"2024-02-10T21:50:06","guid":{"rendered":"https:\/\/blog.buska.io\/?p=1746"},"modified":"2024-02-10T22:50:08","modified_gmt":"2024-02-10T21:50:08","slug":"3-ways-to-boost-r-o-i-from-marketing-spend-with-social-listening","status":"publish","type":"post","link":"https:\/\/blog.buska.io\/fr\/3-ways-to-boost-r-o-i-from-marketing-spend-with-social-listening\/","title":{"rendered":"3 fa\u00e7ons d'augmenter le retour sur investissement des d\u00e9penses de marketing gr\u00e2ce \u00e0 l'\u00e9coute sociale"},"content":{"rendered":"

Introduction :<\/h2>\n\n\n\n

Pour les responsables de la croissance, maximiser le retour sur investissement des d\u00e9penses de marketing est l'une des principales priorit\u00e9s. Cependant, avec des budgets limit\u00e9s et des secteurs plus concurrentiels, il est plus difficile que jamais d'obtenir les meilleurs rendements. La tentation peut \u00eatre grande d'injecter plus d'argent dans les campagnes dans l'espoir d'obtenir des r\u00e9sultats. Mais il existe une approche plus intelligente : utiliser le social listening pour mieux comprendre les clients et d\u00e9penser strat\u00e9giquement sur des initiatives qu'ils appr\u00e9cient.<\/p>\n\n\n\n

Lorsque nous avons lanc\u00e9 buska.io<\/a>nous avons pu constater de visu comment les entreprises augmentent leur retour sur investissement en utilisant notre plateforme. L'\u00e9coute sociale fournit une vue en temps r\u00e9el des d\u00e9sirs, des besoins et des points de douleur dont les clients discutent activement. Gr\u00e2ce \u00e0 cette connaissance, les \u00e9quipes de croissance peuvent s'assurer que chaque dollar est d\u00e9pens\u00e9 pour r\u00e9pondre aux pr\u00e9occupations essentielles des clients et de la mani\u00e8re la plus efficace.<\/p>\n\n\n\n

Explorons 3 fa\u00e7ons d'augmenter le retour sur investissement des d\u00e9penses marketing gr\u00e2ce au social listening :<\/p>\n\n\n\n

    \n
  1. Aligner les d\u00e9penses sur les souhaits et les besoins des clients<\/li>\n\n\n\n
  2. Optimiser les campagnes existantes pour augmenter le taux de conversion<\/li>\n\n\n\n
  3. Lancer de nouvelles campagnes plus fructueuses<\/li>\n<\/ol>\n\n\n\n
    \n\n\n\n

    Aligner les d\u00e9penses de marketing sur les souhaits et les besoins des clients<\/h2>\n\n\n\n

    Lorsque les budgets de marketing sont limit\u00e9s, il est essentiel de d\u00e9penser pour des initiatives qui feront bouger les choses pour les clients. Mais souvent, les sp\u00e9cialistes du marketing de croissance n'ont qu'une vision limit\u00e9e des questions les plus importantes. Ils peuvent s'appuyer sur des hypoth\u00e8ses ou des donn\u00e9es g\u00e9n\u00e9riques au lieu de comprendre les besoins r\u00e9els des clients.<\/p>\n\n\n\n

    C'est l\u00e0 que l'\u00e9coute sociale et la buska<\/a> faire la diff\u00e9rence. En surveillant les conversations pertinentes sur les plateformes sociales, nos utilisateurs obtiennent une image claire de ce qui r\u00e9sonne avec leur public pour de vrai.
    Par exemple, une entreprise B2B SaaS qui pensait que ses clients voulaient plus de fonctionnalit\u00e9s s'est rendu compte, gr\u00e2ce \u00e0 l'\u00e9coute sociale, que les probl\u00e8mes li\u00e9s \u00e0 la mise en \u0153uvre et au manque d'assistance \u00e9taient des sujets beaucoup plus fr\u00e9quemment abord\u00e9s.<\/p>\n\n\n\n

    Cette constatation les a conduits \u00e0 r\u00e9orienter 30% de leur budget marketing des promotions de nouveaux produits vers les ressources consacr\u00e9es \u00e0 la r\u00e9ussite des clients. De plus, les discussions avec les clients potentiels sur les points probl\u00e9matiques de l'impl\u00e9mentation sont devenues plus efficaces. des cibles bien pr\u00e9par\u00e9es pour les ventes<\/a> des programmes de sensibilisation.
    En r\u00e9pondant aux besoins r\u00e9els des clients, ils ont d\u00e9clench\u00e9 un cycle positif d'am\u00e9lioration de la satisfaction, d'augmentation des renouvellements et d'accroissement des acquisitions. sans augmenter les budgets<\/strong>. <\/p>\n\n\n\n

    Pour les entreprises ax\u00e9es sur la croissance, ne voudriez-vous pas savoir exactement o\u00f9 d\u00e9penser pour obtenir de tels r\u00e9sultats ? L'\u00e9coute sociale avec Buska permet d'obtenir ces r\u00e9ponses directement aupr\u00e8s de votre public.<\/p>\n\n\n\n

    Optimiser les campagnes existantes pour augmenter le retour sur investissement<\/h2>\n\n\n\n

    Une fois que vous avez compris les principales priorit\u00e9s de votre public, l'\u00e9tape suivante consiste \u00e0 affiner les campagnes d\u00e9j\u00e0 en cours. Gr\u00e2ce \u00e0 l'\u00e9coute sociale, les \u00e9quipes charg\u00e9es de la croissance peuvent tester de mani\u00e8re proactive des variations afin d'augmenter les taux de conversion.<\/p>\n\n\n\n

    Un \u00e9diteur de logiciels menait une campagne d'e-mailing pour promouvoir une version d'essai gratuite. Mais l'\u00e9coute sociale a r\u00e9v\u00e9l\u00e9 que les prospects \u00e9taient plus int\u00e9ress\u00e9s par la rapidit\u00e9 et la facilit\u00e9 d'installation. L'entreprise a donc r\u00e9alis\u00e9 un test A\/B en axant le message sur une \"installation simple en 30 secondes\".<\/p>\n\n\n\n

    Les r\u00e9sultats ? Les conversions d'essai ont augment\u00e9 de 18% par rapport \u00e0 l'original. Si l'on extrapole cette augmentation \u00e0 l'ensemble de la client\u00e8le, cela repr\u00e9sente un potentiel de $100 000 euros de recettes suppl\u00e9mentaires chaque ann\u00e9e, pour un co\u00fbt pratiquement nul.<\/p>\n\n\n\n

    Buska<\/a> permet de rep\u00e9rer facilement les possibilit\u00e9s d'optimisation en temps r\u00e9el. Les probl\u00e8mes peuvent \u00eatre r\u00e9solus imm\u00e9diatement plut\u00f4t que plusieurs semaines plus tard. Une marque B2C utilise le suivi en temps r\u00e9el pour affiner le message d'une promotion pour la rentr\u00e9e scolaire. En entendant les parents parler des contraintes de temps, elle peut modifier les publicit\u00e9s pour mettre l'accent sur la rapidit\u00e9 et la commodit\u00e9, ce qui conduit \u00e0 une augmentation du nombre de clients. 10% r\u00e9duction des co\u00fbts d'acquisition<\/em>.<\/p>\n\n\n\n

    Les boucle de r\u00e9troaction constante<\/a> de l'\u00e9coute sociale permet aux \u00e9quipes de croissance d'optimiser les d\u00e9penses \u00e0 chaque point de contact de la campagne. Des ajustements mineurs se combinent pour produire d'\u00e9normes diff\u00e9rences. Les donn\u00e9es sont exploit\u00e9es imm\u00e9diatement pour une am\u00e9lioration continue.<\/p>\n\n\n\n

    \n\n\n\n

    Lancer de nouvelles campagnes plus fructueuses<\/h2>\n\n\n\n

    Avec l'\u00e9coute sociale, les \u00e9quipes de croissance n'ont pas \u00e0 risquer des id\u00e9es non test\u00e9es. Buska fournit un terrain d'essai \u00e0 faible risque pour \u00e9valuer les concepts directement avec les clients avant d'engager des budgets importants.<\/p>\n\n\n\n

    Imaginons une entreprise de logiciels qui souhaite lancer un nouveau produit, mais qui n'est pas s\u00fbre de la demande. Elle introduit subtilement l'id\u00e9e dans des communaut\u00e9s en ligne cibl\u00e9es afin d'\u00e9valuer l'int\u00e9r\u00eat. Les commentaires et les partages d'articles connexes r\u00e9v\u00e8lent un fort enthousiasme.
    Rassur\u00e9s, ils donnent le feu vert au d\u00e9veloppement et lancent le projet avec succ\u00e8s. L'\u00e9coute sociale a permis de valider rapidement le concept \u00e0 un co\u00fbt minimal.<\/p>\n\n\n\n

    Le retour d'information des utilisateurs est essentiel lorsque vous lancez quelque chose de nouveau, afin de trouver l'ad\u00e9quation produit-march\u00e9.
    L'utilisation d'un outil d'\u00e9coute sociale tel que     buska<\/a> vous permet d'\u00e9conomiser des heures de recrutement et d'entretiens avec les utilisateurs. Vous obtenez un retour d'information direct et impartial de la part des utilisateurs en ligne.<\/p>\n\n\n\n

    En \u00e9valuant les id\u00e9es, les priorit\u00e9s et les probl\u00e8mes des clients sur les m\u00e9dias sociaux, les entreprises peuvent r\u00e9fl\u00e9chir, tester et am\u00e9liorer de nouvelles id\u00e9es de marketing avant m\u00eame de les mettre sur le march\u00e9. Il n'est pas n\u00e9cessaire d'apprendre les le\u00e7ons \u00e0 la dure en essuyant des \u00e9checs co\u00fbteux. L'\u00e9coute sociale permet d'effectuer des tests \u00e0 faible risque et d'obtenir le retour d'information n\u00e9cessaire pour ne donner le feu vert qu'aux concepts les plus prometteurs.<\/p>\n\n\n\n

    Conclusion<\/h2>\n\n\n\n

    En r\u00e9sum\u00e9, qu'il s'agisse d'optimiser les efforts actuels ou d'en innover de nouveaux, l'\u00e9coute sociale permet \u00e0 chaque dollar d\u00e9pens\u00e9 en marketing d'aller plus loin pour les entreprises soucieuses de leur croissance. <\/p>\n\n\n\n

    \n\n\n\n

    Si vous avez appr\u00e9ci\u00e9 cet article, n'h\u00e9sitez pas \u00e0\u00a0consultez notre blog<\/a><\/strong>\u00a0pour plus d'informations sur le Social Listening<\/em><\/p>","protected":false},"excerpt":{"rendered":"

    Introduction : Pour les responsables de la croissance, maximiser le retour sur investissement des d\u00e9penses de marketing est l'une des principales priorit\u00e9s. Cependant, avec des budgets limit\u00e9s et des secteurs plus comp\u00e9titifs, obtenir les meilleurs rendements est plus difficile...<\/p>","protected":false},"author":3,"featured_media":1747,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[39,37],"tags":[],"class_list":{"0":"post-1746","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-use-cases"},"yoast_head":"\n3 ways to boost R.O.I. from marketing spend with social listening - Blog Buska<\/title>\n<meta name=\"description\" content=\"buska can help Growth managers maximize their marketing. 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