{"id":248,"date":"2020-11-12T18:03:00","date_gmt":"2023-09-07T18:03:48","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=248"},"modified":"2023-11-27T16:41:05","modified_gmt":"2023-11-27T16:41:05","slug":"methode-creer-personas-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/methode-creer-personas-marketing\/","title":{"rendered":"La m\u00e9thode pour cr\u00e9er ses personas marketing"},"content":{"rendered":"\n<p><b>Comment savoir si votre campagne marketing v\u00e9hicule le bon message, avec le bon ton, par le bon canal ? En vous assurant qu\u2019elle coche tous les crit\u00e8res de votre persona marketing, cette fiche d\u2019identit\u00e9 ultra-compl\u00e8te de votre coeur de cible ! D\u00e9couvrez comment cr\u00e9er vos personas marketing. <\/b> <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-qu-est-ce-qu-un-persona-marketing\"><b>Qu\u2019est-ce qu\u2019un persona marketing ?<\/b><\/h3>\n\n\n\n<p> Le persona marketing, c\u2019est une repr\u00e9sentation tr\u00e8s compl\u00e8te de votre coeur de cible. Sous la forme d\u2019une fiche d\u2019identit\u00e9, il d\u00e9crit un segment principal de vos clients et comprend de nombreuses informations : donn\u00e9es socio-d\u00e9mographiques, centres d\u2019int\u00e9r\u00eats, habitudes de consommation, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/10\/recherche-vocale-et-seo.html\" target=\"_blank\" rel=\"noopener\">rapport \u00e0 la technologie<\/a>, historique de la relation avec votre marque, attentes et objections \u00e0 l\u2019utilisation de vos produits&#8230;<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span>\u201c<\/span><b><i>Le persona marketing d\u00e9crit vos principaux segments clients, de fa\u00e7on tr\u00e8s approfondie.<\/i><b><\/b><\/b>\u201d<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur LinkedIn (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fmethode-creer-personas-marketing%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=La%20m%C3%A9thode%20pour%20cr%C3%A9er%20ses%20personas%20marketing\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 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js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"La m\u00e9thode pour cr\u00e9er ses personas marketing\" https:\/\/www.salesforce.com\/fr\/blog\/methode-creer-personas-marketing\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-pourquoi-creer-un-persona-marketing\"><b>Pourquoi cr\u00e9er un persona marketing ?<\/b><\/h3>\n\n\n\n<p> Quand un marketeur doit adresser de nombreux segments, avec de nombreux messages diff\u00e9rents, pour des contextes et des produits diff\u00e9rents, il est facile de perdre ses rep\u00e8res. Le persona marketing aide \u00e0 se rem\u00e9morer toutes les caract\u00e9ristiques de votre segment cible, \u00e0 conna\u00eetre votre cible pour mieux l\u2019adresser et \u00e0 rester pertinent dans toutes ses communications. C\u2019est la boussole du communicant pour des campagnes performantes. \u00c0 l\u2019\u00e8re de <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/09\/parcours-client---ameliorez-l-experience-en-7-etapes.html\" target=\"_blank\" rel=\"noopener\">l\u2019hyper-personnalisation des exp\u00e9riences<\/a>, une communication qui r\u00e9pond aux attentes et aux motivations des consommateurs est vital. <\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Les plus grandes tendances du marketing n&rsquo;auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/fr\/form\/marketing\/state-of-marketing-9\/?nc=701ed0000030ZTzAAM\">Lire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png\" class=\"attachment-full size-full\" alt=\"Couverture du rapport Focus sur le marketing accompagn\u00e9 d&#039;un Einstein et de plantes d\u00e9coratives\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-le-template-pour-constituer-un-persona\"><b>Le template pour constituer un persona<\/b><\/h3>\n\n\n\n<p> Toutes les informations ci-dessous sont \u00e0 adapter au contexte de votre entreprise. En B2B, ou dans les march\u00e9s de niche, les donn\u00e9es socio-d\u00e9mographiques ont moins d\u2019importance que le besoin \u00e0 satisfaire. Par exemple, pour vendre une voiture citadine, un concessionnaire automobile peut s\u2019adresser aussi bien \u00e0 une trentenaire ayant besoin d\u2019une petite voiture fiable pour aller quotidiennement au travail qu\u2019\u00e0 des parents cherchant un premi\u00e8re voiture peu co\u00fbteuse pour leur enfant. Le plus important, lorsque vous remplissez le template de vos personas marketing est donc les probl\u00e9matiques qu\u2019ils veulent r\u00e9soudre. Les donn\u00e9es socio-d\u00e9mographiques aident \u00e0 contextualiser votre offre, mais sont parfois moins utiles. Bien identifier ces probl\u00e9matiques, c\u2019est s\u2019assurer de lui adresser le bon message. En marketing, on appelle ces d\u00e9fis des insights clients. Sans plus attendre, voici le template pour cr\u00e9er vos personas marketing :<\/p>\n\n\n\n<p> <b><span>Donn\u00e9es socio-d\u00e9mographiques et comportementales<\/span><\/b> Sexe Tranche d&rsquo;\u00e2ge Profession-cat\u00e9gorie socio-professionnelle Centres d\u2019int\u00e9r\u00eat (personnels ou professionnels) Relation aux m\u00e9dias et \u00e0 la technologie (essentiel pour adresser via les bons canaux) <b><span>Besoins<\/span><\/b> Quel probl\u00e8me votre persona cherche-t-il \u00e0 r\u00e9soudre ? Selon les cas, la r\u00e9ponse peut \u00eatre assez g\u00e9n\u00e9rique (travailler moins, faire du sport sans perdre du temps, progresser dans sa passion) ou assez sp\u00e9cifique (trouver le meilleur moyen de se d\u00e9placer en ville. <b><span>Objectifs<\/span><\/b> Par quel moyen va-t-il assouvir son besoin ? Un voyage ? Une formation ? L&rsquo;achat d&rsquo;un produit ? <b><span>D\u00e9couverte de l&rsquo;offre<\/span><\/b> Comment va-t-il d\u00e9couvrir votre offre ? Quelles requ\u00eates est-il susceptible de formuler, avec quels mots-cl\u00e9s ? Quelle plateforme va-t-il consulter, par quels canaux, pour trouver de l&rsquo;information ? Quels contenus allez-vous lui proposer ? <b><span>Objections<\/span><\/b> Qu\u2019est-ce qui le ferait refuser votre proposition ? Ceci vous aidera \u00e0 travailler vos messages. <b><span>Verbatims<\/span><\/b> Une phrase-cl\u00e9 qui caract\u00e9rise ses probl\u00e9matiques ou son opinion sur votre produit. <b><span>Compl\u00e9ments<\/span><\/b> Ajouter des pr\u00e9cisions sur son historique avec votre votre marque, ses exp\u00e9riences pass\u00e9es, qui l&rsquo;am\u00e8ne aujourd&rsquo;hui \u00e0 r\u00e9soudre son besoin. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ou-recueillir-les-informations-pour-ecrire-un-persona\"><b> O\u00f9 recueillir les informations pour \u00e9crire un persona ? <\/b><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Explorez votre <a href=\"https:\/\/www.salesforce.com\/fr\/learning-centre\/crm\/what-is-crm\/\" target=\"_blank\" rel=\"noopener\">CRM<\/a> et cherchez-y vos meilleurs clients en termes de volume ou de chiffre d\u2019affaires. Ces meilleurs clients partagent des caract\u00e9ristiques communes : tranche d\u2019\u00e2ge, produits achet\u00e9s, CSP, r\u00e9currence d\u2019achat, canaux d\u2019achats pr\u00e9f\u00e9r\u00e9s, support de communication les plus consult\u00e9s (e-mail, site web, r\u00e9seaux sociaux). Toutes ces informations vous aident \u00e0 d\u00e9finir les <b>donn\u00e9es socio-d\u00e9mographiques et comportementales. <\/b><\/li>\n\n\n\n<li>Certains <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/09\/linkedin-twitter-3-raisons-strategie-marketing.html\" target=\"_blank\" rel=\"noopener\">r\u00e9seaux sociau<\/a>x offrent des fonctionnalit\u00e9s pour d\u00e9couvrir les <b>comportements et les centres d\u2019int\u00e9r\u00eats <\/b>des fans de votre marque et des profils similaires sur ces r\u00e9seaux. C\u2019est le cas de Facebook Audience Insights. De m\u00eame, la Google Search Console peut afficher les mots-cl\u00e9s qu\u2019un internaute a entr\u00e9 dans Google pour arriver sur votre site web. Autant d\u2019informations sur les expressions <b>(donc les int\u00e9r\u00eats) <\/b>de vos clients. <\/li>\n\n\n\n<li>Pour aller plus loin avec les r\u00e9seaux sociaux, consid\u00e9rez l\u2019acquisition d\u2019un outil de <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/06\/pourquoi-investir-les-reseaux-sociaux.html\" target=\"_blank\" rel=\"noopener\">social listening<\/a>. Ce dernier vous r\u00e9v\u00e8lera plus en d\u00e9tails la teneur des conversations \u00e0 propos de votre marque, de vos concurrents et des besoins exprim\u00e9s par les consommateurs. <\/li>\n\n\n\n<li>En contact direct avec vos clients, vos collaborateurs sont les premiers \u00e0 recueillir leurs attentes et \u00e0 conna\u00eetre les enjeux de vos cibles, ainsi que leurs probl\u00e9matiques. Entretenez-vous avec vos commerciaux, votre service client et votre personnel de terrain pour enrichir vos donn\u00e9es. Ceci vous aidera \u00e0 d\u00e9finir les <b>besoins et les objectifs <\/b>de vos personas. <\/li>\n\n\n\n<li>C\u2019est une \u00e9tape indispensable : questionnez vos clients. Menez des entretiens pour conna\u00eetre leurs attentes envers vos produits, demandez-leur de raconter comment ils ont adopt\u00e9 vos solutions ou quels sont leurs d\u00e9fis op\u00e9rationnels et strat\u00e9giques actuels. Approfondissez et v\u00e9rifiez les enseignements de ces entretiens qualitatifs \u00e0 travers un questionnaire ou un sondage. Celui-ci permettra d\u2019atteindre davantage de personnes et de confirmer ou d\u2019infirmer vos trouvailles aupr\u00e8s d\u2019une plus large base de clients. <\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-comment-agreger-ces-informations-pour-constituer-votre-persona\"><b>Comment agr\u00e9ger ces informations pour constituer votre persona ?<\/b><\/h3>\n\n\n\n<p> En recoupant les informations recueillies au travers de vos entretiens et vos analyses, cherchez-y des tendances formul\u00e9es par un large groupe de clients, id\u00e9alement au profil homog\u00e8ne (en B2C, des consommateurs aux caract\u00e9ristiques proches et, en B2B, une m\u00eame profession). Identifiez des tendances ou des expressions de besoins sp\u00e9cifiques, pertinentes et communes \u00e0 votre activit\u00e9 et vos clients. Ces tendances vous aideront \u00e0 formuler les attentes, les d\u00e9fis et les besoins de vos personas. Recoupez ces informations avec votre CRM pour vous assurer que le segment \u00e0 adresser est suffisamment large pour y investir vos ressources. Pour ne pas vous \u00e9parpillez, concentrez-vous sur le d\u00e9veloppement de 3 personas, au potentiel suffisamment important (en priorit\u00e9, en taille ou en potentiel de ROI). D\u00e9taillez au maximum ces 3 personas et soumettez-les au jugement de vos \u00e9quipes. \u00c7a y est, vous \u00eates pr\u00eats \u00e0 lancer vos premi\u00e8res campagnes marketing parfaitement adapt\u00e9es \u00e0 vos cibles ! Dernier conseil : si votre CRM vous permet d\u2019ajouter des champs personnalis\u00e9s dans vos fiches clients, tagguez tous vos clients par le persona qui lui correspond. <b>Cela vous permettra de cr\u00e9er des rapports d\u2019analyses pour mieux suivre vos KPIs et adapter votre strat\u00e9gie de communication.<\/b><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le persona marketing aident les marketeurs \u00e0 s\u2019assurer que leurs messages r\u00e9pondent aux attentes de leurs audiences. D\u00e9couvrez comment \u00e9crire un persona marketing.<\/p>\n","protected":false},"author":1,"featured_media":250,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"f912c5eab4c4465d992723bc47e74580","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6],"sf_content_type":[],"blog":[357],"coauthors":[27],"class_list":["post-248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","blog-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Le template pour cr\u00e9er ses personas marketing - Salesforce<\/title>\n<meta name=\"description\" content=\"Le persona marketing aident les marketeurs \u00e0 s\u2019assurer que leurs messages r\u00e9pondent aux attentes de leurs audiences. 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