{"id":19315,"date":"2019-09-19T10:17:29","date_gmt":"2019-09-19T16:17:29","guid":{"rendered":"https:\/\/memberpress.com\/?p=19315"},"modified":"2019-09-19T10:17:31","modified_gmt":"2019-09-19T16:17:31","slug":"creating-a-lead-generation-plan-for-your-membership-site","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/creating-a-lead-generation-plan-for-your-membership-site\/","title":{"rendered":"Cr\u00e9er un plan de g\u00e9n\u00e9ration de prospects pour votre site d'adh\u00e9sion"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Les nouveaux membres sont l'\u00e9l\u00e9ment vital de tout site d'affiliation. Comme m\u00eame les meilleurs sites d'adh\u00e9sion ont un certain niveau de <a href=\"https:\/\/memberpress.com\/fr\/reducing-your-membership-sites-churn\/\">barattage<\/a>Il est donc essentiel que vous fassiez de la g\u00e9n\u00e9ration de nouvelles pistes pour votre programme une priorit\u00e9.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6ac012eb3c6a4\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ac012eb3c6a4\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/creating-a-lead-generation-plan-for-your-membership-site\/#Why_Create_a_Lead_Generation_Plan\" >Pourquoi cr\u00e9er un plan de g\u00e9n\u00e9ration de leads ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/creating-a-lead-generation-plan-for-your-membership-site\/#What_Are_Your_Lead_Generation_Goals\" >Quels sont vos objectifs en mati\u00e8re de g\u00e9n\u00e9ration de prospects ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/creating-a-lead-generation-plan-for-your-membership-site\/#Who_Are_Your_Ideal_Leads\" >Qui sont vos prospects id\u00e9aux ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/creating-a-lead-generation-plan-for-your-membership-site\/#How_Much_are_Your_Leads_Worth\" >Quelle est la valeur de vos prospects ?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/fr\/blog\/creating-a-lead-generation-plan-for-your-membership-site\/#Final_Thoughts\" >R\u00e9flexions finales<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">M\u00eame si votre site est rentable gr\u00e2ce \u00e0 un noyau de membres fid\u00e8les qui paient des frais d'abonnement r\u00e9currents, il est toujours bon d'avoir un plan de g\u00e9n\u00e9ration de prospects pr\u00eat \u00e0 l'emploi lorsque vous souhaitez - ou devez - \u00e9largir votre base d'utilisateurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec tant de brillants <a href=\"https:\/\/memberpress.com\/fr\/3-marketing-strategies-for-successful-membership-sites\/\">tactiques et strat\u00e9gies de marketing d'adh\u00e9sion<\/a> Il peut \u00eatre facile de se d\u00e9concentrer et de passer d'une approche \u00e0 l'autre, avant qu'aucune n'ait eu le temps de commencer \u00e0 produire des r\u00e9sultats. Mais avec un bon plan de g\u00e9n\u00e9ration de leads pour les sites d'affiliation, vous pouvez \u00e9viter ce pi\u00e8ge et, au contraire, vous concentrer sur votre objectif jusqu'\u00e0 ce que vous commenciez \u00e0 voir des r\u00e9sultats.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans ce guide sur la cr\u00e9ation d'un plan de g\u00e9n\u00e9ration de leads pour votre site d'adh\u00e9sion, nous vous aiderons \u00e0 d\u00e9finir vos objectifs, \u00e0 identifier vos leads et \u00e0 d\u00e9terminer la part de vos ressources que vous devez investir dans vos efforts de g\u00e9n\u00e9ration de leads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Commen\u00e7ons par un bref aper\u00e7u des raisons pour lesquelles vous devriez cr\u00e9er un plan de g\u00e9n\u00e9ration de leads pour votre site d'adh\u00e9sion avant de passer aux recommandations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Create_a_Lead_Generation_Plan\"><\/span>Pourquoi cr\u00e9er un plan de g\u00e9n\u00e9ration de leads ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"734\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-1024x734.jpg\" alt=\"\" class=\"wp-image-19320\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-1024x734.jpg 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-300x215.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-768x551.jpg 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-237x170.jpg 237w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-840x602.jpg 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-954x684.jpg 954w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-1437x1030.jpg 1437w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-700x502.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-156x112.jpg 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan-1080x774.jpg 1080w, https:\/\/memberpress.com\/wp-content\/uploads\/2019\/09\/Lead-Generation-Plan.jpg 1480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Comme nous l'avons mentionn\u00e9, le succ\u00e8s de votre site d'affiliation d\u00e9pendra de votre capacit\u00e9 \u00e0 attirer de nouveaux membres. Que vous d\u00e9butiez et recherchiez vos premiers utilisateurs ou que vous g\u00e9riez d\u00e9j\u00e0 un site d'affiliation tr\u00e8s fr\u00e9quent\u00e9 et souhaitiez r\u00e9duire le risque d'abandon de vos membres, l'\u00e9laboration d'un plan de g\u00e9n\u00e9ration de prospects peut vous aider \u00e0 gagner du temps, \u00e0 tirer le meilleur parti de vos efforts et \u00e0 am\u00e9liorer vos r\u00e9sultats globaux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plut\u00f4t que d'essayer d\u00e9sesp\u00e9r\u00e9ment diff\u00e9rentes approches chaque fois que vous avez besoin d'attirer de nouveaux membres ou prospects, un plan peut vous aider \u00e0 concentrer vos efforts sur ce qui fonctionne le mieux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cependant, comme tous les sites d'affiliation sont diff\u00e9rents et que nous avons tous des objectifs diff\u00e9rents en mati\u00e8re de g\u00e9n\u00e9ration de prospects, vous ne pourrez probablement pas trouver une approche unique pour l'acquisition de nouveaux membres.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par cons\u00e9quent, vous devrez consacrer un peu de temps \u00e0 l'\u00e9laboration d'un plan de g\u00e9n\u00e9ration de prospects qui corresponde \u00e0 vos objectifs et qui soit compatible avec votre site d'affiliation unique. Cet article a pour but de vous aider \u00e0 y parvenir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici donc les points \u00e0 prendre en compte lors de la cr\u00e9ation d'un plan de g\u00e9n\u00e9ration de leads pour votre site d'adh\u00e9sion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Are_Your_Lead_Generation_Goals\"><\/span>Quels sont vos objectifs en mati\u00e8re de g\u00e9n\u00e9ration de prospects ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En fin de compte, votre objectif final sera de g\u00e9n\u00e9rer de nouveaux membres pour votre site. Mais vous constaterez probablement qu'il est plus r\u00e9aliste de se concentrer sur des objectifs plus modestes.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Ne pas se focaliser sur l'objectif final<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Par exemple, g\u00e9n\u00e9rer de nouveaux abonn\u00e9s <a href=\"https:\/\/memberpress.com\/fr\/how-to-run-a-successful-email-campaign\/\">pour votre liste de diffusion<\/a> pourrait \u00eatre plus facile et plus efficace que d'essayer de <a href=\"https:\/\/memberpress.com\/fr\/how-to-turn-your-free-visitors-and-users-into-paid-members\/\">transformer les nouveaux visiteurs en membres payants<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une fois que le nouveau membre potentiel s'est inscrit \u00e0 votre liste d'adresses \u00e9lectroniques gratuites, vous pouvez commencer \u00e0 lui envoyer du contenu utile, avant de lui demander s'il souhaite adh\u00e9rer \u00e0 votre programme d'adh\u00e9sion. Offrir une incitation gratuite, ou <a href=\"https:\/\/memberpress.com\/fr\/how-to-use-lead-magnets-and-optins\/\">aimant en plomb<\/a> devrait augmenter vos chances de les encourager \u00e0 s'inscrire \u00e0 votre lettre d'information \u00e9lectronique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous avez peut-\u00eatre <a href=\"https:\/\/memberpress.com\/fr\/how-to-create-a-landing-page-for-your-membership-site\/\">une page d'atterrissage \u00e0 fort taux de conversion<\/a> sur votre site d'adh\u00e9sion qui a fait ses preuves en mati\u00e8re de g\u00e9n\u00e9ration de nouveaux membres. Cependant, il est probablement plus probable que le fait d'encourager les nouveaux visiteurs \u00e0 s'inscrire \u00e0 votre liste d'adresses \u00e9lectroniques ou m\u00eame \u00e0 vous suivre sur les m\u00e9dias sociaux, o\u00f9 vous pouvez commencer \u00e0 \u00e9tablir une relation avec eux, vous rapproche de votre objectif ultime, qui est de gagner de nouveaux membres.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D'autres objectifs de g\u00e9n\u00e9ration de prospects peuvent consister \u00e0 encourager les visiteurs \u00e0 s'inscrire \u00e0 un service gratuit d'information sur la sant\u00e9. <a href=\"https:\/\/memberpress.com\/fr\/webinars-for-membership-sites\/\">webinaire<\/a> o\u00f9 vous pouvez faire une d\u00e9monstration de votre site d'adh\u00e9sion, les inciter \u00e0 regarder une vid\u00e9o ou m\u00eame les persuader de planifier un appel exploratoire gratuit. La cr\u00e9ation d'un essai gratuit ou d'une adh\u00e9sion limit\u00e9e qui permet aux utilisateurs d'essayer une partie de votre contenu premium \u00e0 un tarif r\u00e9duit est une autre option qui peut vous aider \u00e0 atteindre votre objectif final, \u00e0 savoir gagner de nouveaux abonn\u00e9s payants.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Who_Are_Your_Ideal_Leads\"><\/span>Qui sont vos prospects id\u00e9aux ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nous esp\u00e9rons que vous avez fait quelques recherches avant de cr\u00e9er votre site d'adh\u00e9sion afin d'\u00e9tablir des crit\u00e8res de qualit\u00e9. <a href=\"https:\/\/memberpress.com\/fr\/validate-your-membership-site-idea\/\">qui est votre public cible<\/a> et quel est le profil d'un membre type. Ou peut-\u00eatre votre site d'adh\u00e9sion existe-t-il depuis suffisamment longtemps pour g\u00e9n\u00e9rer des revenus. <a href=\"https:\/\/memberpress.com\/fr\/how-to-use-google-analytics-to-optimize-your-membership-site\/\">donn\u00e9es analytiques<\/a> qui vous donne une bonne id\u00e9e de l'identit\u00e9 de vos membres et des points communs qu'ils partagent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le fait de disposer d'un profil d'utilisateur, ou avatar, de vos membres facilite l'\u00e9laboration d'un plan efficace de g\u00e9n\u00e9ration de leads. Par exemple, des d\u00e9tails tels que l'endroit o\u00f9 votre membre id\u00e9al ou typique se trouve en ligne peuvent vous aider \u00e0 d\u00e9cider si votre objectif initial est de vous connecter avec lui sur les m\u00e9dias sociaux ou de le faire entrer en contact avec vous par courrier \u00e9lectronique. Peut-\u00eatre s'agit-il de chasseurs de bonnes affaires qui appr\u00e9cieraient une offre d'essai gratuite en \u00e9change de leur entr\u00e9e dans votre entonnoir de vente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le fait de savoir qui sont vos membres et prospects id\u00e9aux vous aidera \u00e9galement dans d'autres domaines, comme la voix \u00e0 utiliser dans le contenu de votre site web et dans votre mat\u00e9riel de marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Much_are_Your_Leads_Worth\"><\/span>Quelle est la valeur de vos prospects ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Si tout va bien, vous avez une id\u00e9e de la valeur \u00e0 vie de vos membres. Une fois que vous savez combien de temps, en moyenne, un membre payant restera abonn\u00e9 \u00e0 votre site et combien de b\u00e9n\u00e9fices il en tirera, vous pouvez d\u00e9cider du temps, de l'argent et des efforts \u00e0 investir dans la g\u00e9n\u00e9ration de nouveaux prospects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme nous l'avons vu pr\u00e9c\u00e9demment, vous devriez probablement avoir plusieurs objectifs de g\u00e9n\u00e9ration de leads. C'est pourquoi certains prospects auront plus de valeur que d'autres. Par exemple, un abonn\u00e9 au courrier \u00e9lectronique a 30 % de chances de devenir un membre payant, tandis qu'une personne qui assiste \u00e0 un webinaire a deux fois plus de chances de s'inscrire \u00e0 votre site d'adh\u00e9sion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous d\u00e9butez, vous n'aurez pas ces donn\u00e9es \u00e0 port\u00e9e de main. Mais si vous commencez \u00e0 suivre vos r\u00e9sultats en mati\u00e8re de g\u00e9n\u00e9ration de prospects, vous pourrez vous faire une bonne id\u00e9e de l'efficacit\u00e9 de chacun de vos objectifs ou entonnoirs et, par cons\u00e9quent, de leur valeur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Certains lecteurs voudront peut-\u00eatre se pencher sur les points suivants <a href=\"https:\/\/www.capterra.com\/lead-management-software\/\" target=\"_blank\" rel=\"noreferrer noopener\">investir dans un logiciel de gestion des prospects<\/a> pour les aider \u00e0 suivre l'efficacit\u00e9 de leurs efforts. D'autres trouveront peut-\u00eatre qu'une feuille de calcul leur donne une id\u00e9e assez approximative pour savoir o\u00f9 concentrer leur \u00e9nergie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une fois que vous avez d\u00e9termin\u00e9 la valeur de vos prospects, vous pouvez d\u00e9cider si un appel exploratoire avec un nouveau membre potentiel est une utilisation justifi\u00e9e de votre temps, ou s'il est plus judicieux de les orienter vers quelque chose de plus pratique, comme une s\u00e9quence d'e-mails automatis\u00e9e.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>R\u00e9flexions finales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 moins que vous ne disposiez d'un large public ou d'un site Web tr\u00e8s fr\u00e9quent\u00e9, vous allez devoir vous concentrer sur la g\u00e9n\u00e9ration de prospects pour votre site d'adh\u00e9sion. Les moyens de promouvoir et de commercialiser votre site d'affiliation sont si nombreux qu'il est facile de se disperser et d'obtenir des r\u00e9sultats d\u00e9cevants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La cr\u00e9ation d'un plan de g\u00e9n\u00e9ration de leads devrait plut\u00f4t vous permettre de concentrer vos efforts sur un objectif particulier jusqu'\u00e0 ce que vous obteniez les r\u00e9sultats souhait\u00e9s. Une fois que vous aurez d\u00e9termin\u00e9 si ce plan fonctionne ou non, vous pourrez soit consacrer davantage de ressources \u00e0 sa mise en \u0153uvre, soit retourner \u00e0 la planche \u00e0 dessin et cr\u00e9er un nouveau plan. Plut\u00f4t que d'essayer tout \u00e0 la fois, sans objectif pr\u00e9cis \u00e0 l'exception de l'adh\u00e9sion de nouveaux membres, l'\u00e9tablissement d'un plan a plus de chances d'aboutir aux r\u00e9sultats escompt\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Quels sont vos objectifs et vos plans en mati\u00e8re de g\u00e9n\u00e9ration de prospects pour votre site d'adh\u00e9sion ? Faites-nous en part dans les commentaires ci-dessous.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>New members are the lifeblood of any membership site. As even the best membership sites have some level of churn, it\u2019s vital that you make generating new leads for your program a priority. Even if you have a core group of loyal members paying recurring subscription fees that keeps your site profitable, it\u2019s always a [&hellip;]<\/p>\n","protected":false},"author":2122,"featured_media":19319,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[94],"tags":[114],"class_list":["post-19315","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","tag-lead-generation","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- 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