{"id":103241,"date":"2018-11-13T11:00:00","date_gmt":"2018-11-13T16:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/3-pistes-pour-ameliorer-la-strategie-pinterest-de-votre-entreprise\/"},"modified":"2024-12-19T16:41:36","modified_gmt":"2024-12-19T21:41:36","slug":"3-pistes-pour-ameliorer-la-strategie-pinterest-de-votre-entreprise","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/3-pistes-pour-ameliorer-la-strategie-pinterest-de-votre-entreprise\/","title":{"rendered":"3 pistes pour am\u00e9liorer la strat\u00e9gie Pinterest de votre entreprise"},"content":{"rendered":"<p>Le temps o\u00f9 vous deviez rassembler diff\u00e9rentes sources d\u2019inspiration, o\u00f9 vous deviez naviguez entre diff\u00e9rentes cat\u00e9gories pour pr\u00e9parer votre prochain achat est en partie r\u00e9volu gr\u00e2ce \u00e0 <a href=\"https:\/\/www.pinterest.com\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a>.<\/p>\n<p>Quel est au juste l&#8217;int\u00e9r\u00eat de Pinterest ? Contrairement aux contenus d&#8217;autres plateformes sociales, le contenu de Pinterest a une dur\u00e9e de vie plus longue. Une seule \u00ab Pin \u00bb (\u00e9pingle) correspondant \u00e0 un visuel est souvent r\u00e9-\u00e9pingl\u00e9e et partag\u00e9e longtemps apr\u00e8s le premier t\u00e9l\u00e9chargement, g\u00e9n\u00e9rant un engagement, un trafic ainsi que des clics suppl\u00e9mentaires. Seulement deuxi\u00e8me derri\u00e8re Facebook, Pinterest g\u00e9n\u00e8re davantage de <a href=\"https:\/\/medium.com\/pinterestcreators\/pinterest-drives-social-referral-traffic-e7bd9431e00f\" target=\"_blank\" rel=\"noopener\">trafic \u00ab social \u00bb<\/a> que Twitter, LinkedIn, YouTube, et Instagram combin\u00e9.<\/p>\n<p>Pinterest dispose \u00e9galement de <a href=\"https:\/\/www.nytimes.com\/2018\/09\/09\/technology\/pinterest-growth.html\" target=\"_blank\" rel=\"noopener\">250 millions d&#8217;utilisateurs actifs<\/a> et sa valeur est estim\u00e9e \u00e0 12,3 milliards de dollars. Encore plus impressionnant, ces utilisateurs ont \u00e9pingl\u00e9 175 milliards visuels sur 3 milliards de \u00ab pinboards \u00bb (tableaux d&#8217;affichage virtuels) et\u00a0<a href=\"https:\/\/www.millwardbrowndigital.com\/pinterest-and-the-power-of-future-intent\/\" target=\"_blank\" rel=\"noopener\">93% des utilisateurs actifs ont d\u00e9clar\u00e9 utiliser Pinterest<\/a> pour pr\u00e9parer leurs achats, tandis que 87% ont d\u00e9clar\u00e9 avoir achet\u00e9 un produit ou un service apr\u00e8s l&#8217;avoir vu sur Pinterest. Plut\u00f4t impressionnant non ! (Consultez notre <a href=\"\/wpe-content\/uploads\/2018\/11\/Pinterest-Infographic-2018-FR.pdf\" target=\"_blank\" rel=\"noopener\">infographic<\/a> pour plus de statistiques sur la puissance de Pinterest).<\/p>\n<p>Il est clair que Pinterest est un moyen de toucher de nouveaux clients et de cr\u00e9er des exp\u00e9riences personnalis\u00e9es pour les clients existants. Alors, comment les marques des secteurs inspirationnels (retailers, mode, aliments et boissons, fitness, etc.) peuvent-elles profiter de ce r\u00e9seau social ?<\/p>\n<ol>\n<li>\n<h2>Profitez de la recherche de mots cl\u00e9s pour g\u00e9rer le contenu en fonction des besoins de l&#8217;utilisateur<\/h2>\n<p>Pinterest offre une fonctionnalit\u00e9 appel\u00e9e &#8220;\u00e9pingles enrichies&#8221; qui transmet des informations en temps r\u00e9el sur un produit directement sous forme de visuel \u00e0 \u00e9pingler. En int\u00e9grant la puissance du <a href=\"\/fr\/services\/search-engine-optimisation\/\">SEO<\/a> de ces \u00e9pingles enrichies, les marques peuvent non seulement g\u00e9n\u00e9rer un contenu riche en mots cl\u00e9s, mais \u00e9galement soumettre du contenu inspirationnel \u00e0 leurs utilisateurs et ainsi g\u00e9n\u00e9rer des conversions sur leurs sites.<\/p>\n<p>L\u2019apport de l\u2019optimisation des \u00ab pins \u00bb (\u00e9pingles) et des \u00ab boards \u00bb (tableaux) pour le SEO (r\u00e9f\u00e9rencement naturel) est particuli\u00e8rement important. Faites une recherche d\u2019images sur Google sur des sujets tels que le retail, la sant\u00e9, le bien-\u00eatre, la d\u00e9coration ou encore les vacances et Google vous proposera une s\u00e9rie d\u2019images, certaines g\u00e9n\u00e9r\u00e9es et publi\u00e9es par les internautes mais beaucoup provenant directement de Pinterest.<\/li>\n<li>\n<h2>Utilisez les outils d&#8217;analyse de Pinterest pour tirer le meilleur des informations li\u00e9es \u00e0 votre audience<\/h2>\n<p>Si vous poss\u00e9dez un compte professionnel, Pinterest vous fournira des informations li\u00e9es au sexe, \u00e0 la g\u00e9olocalisation, aux centres d\u2019int\u00e9r\u00eats de votre audience ou au trafic provenant des diff\u00e9rents appareils utilis\u00e9s (ordinateur, tablette, mobile). Capitalisez sur ces donn\u00e9es et proposez un contenu personnalis\u00e9 \u00e0 votre audience.<\/p>\n<p>Si votre compte contient d\u00e9j\u00e0 des tableaux avec des \u00e9pingles \u00ab g\u00e9olocalis\u00e9es \u00bb (contenant des informations relatives \u00e0 l\u2019endroit o\u00f9 se trouve l\u2019\u00e9l\u00e9ment photographi\u00e9), vous pouvez \u00e9galement ajouter des cartes \u00e0 ces tableaux et y positionner ces \u00e9pingles. Vous faciliterez la d\u00e9marche des internautes afin de retrouver les diff\u00e9rents produits photographi\u00e9s. Plus vous adaptez le contenu \u00e0 votre public, plus le ROI sera \u00e9lev\u00e9.<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f1785fe5723'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f1785fe5723');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '94901490-bbd4-411e-b605-43504b151185';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/94901490-bbd4-411e-b605-43504b151185', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '94901490-bbd4-411e-b605-43504b151185'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2>Am\u00e9liorez vos publicit\u00e9s gr\u00e2ce \u00e0 <a href=\"https:\/\/help.pinterest.com\/articles\/audience-insights\" target=\"_blank\" rel=\"noopener\">l\u2019analyse de votre audience<\/a><\/h2>\n<p>Pinterest offre aux marques un outil de gestion publicitaire assez complet pour mettre en ligne et optimiser des campagnes. Optimisez les performances de votre campagne ainsi que votre budget publicitaire en analysant r\u00e9guli\u00e8rement vos reportings, la performance et la delivrabilit\u00e9 de vos publicit\u00e9s. En d\u00e9finissant en amont les objectifs de votre campagne, qu&#8217;il s&#8217;agisse de notori\u00e9t\u00e9, de trafic ou de t\u00e9l\u00e9chargements d&#8217;applications, vous pourrez consulter les statistiques, telles que le CPM (Co\u00fbt Pour Mille impressions), le CPC (Co\u00fbt Par Clic) ou le CPI (Co\u00fbt Par Installation).<\/p>\n<p>Gr\u00e2ce \u00e0 l\u2019outil de gestion publicitaire, vous pouvez \u00e9galement optimiser vos ench\u00e8res (\u00ab bids \u00bb) entre les diff\u00e9rentes cat\u00e9gories et comparer comment vous vous positionnez par rapport aux ench\u00e8res des autres annonceurs. Pinterest sugg\u00e8re \u00e9galement de mettre en place diff\u00e9rents <a href=\"https:\/\/business.pinterest.com\/en\/blog\/4-steps-to-improve-your-ad-campaign-performance-on-pinterest\" target=\"_blank\" rel=\"noopener\">\u00e9l\u00e9ments suppl\u00e9mentaires<\/a> afin d\u2019am\u00e9liorer les performances de vos campagnes.<\/li>\n<\/ol>\n<p>\u00c0 l&#8217;\u00e8re du digital, le contenu est roi. Atteindre votre audience avec le bon message au bon moment s\u2019av\u00e8re \u00eatre un \u00e9l\u00e9ment essentiel des strat\u00e9gies des marques qui souhaitent conserver un avantage comp\u00e9titif. Ainsi, il est primordial pour les marques d\u2019\u00eatre pr\u00e9sentes sur des r\u00e9seaux sociaux tels que Pinterest qui est devenu au fil du temps une source d\u2019inspiration, d\u2019id\u00e9es et de solutions pour les internautes.<\/p>\n<p>Des id\u00e9es de d\u00e9coration pour votre salon aux id\u00e9es de cadeaux de No\u00ebl, Pinterest est la solution parfaite. Les consommateurs peuvent \u00e9pingler des produits longtemps en avance, des jours, des semaines, voire des mois, avant de r\u00e9server leurs prochaines destinations de vacances, de commencer des r\u00e9novations ou de renouveler leur garde-robe. Ils reviendront consulter leurs tableaux sur Pinterest lorsqu\u2019ils seront pr\u00eats \u00e0 r\u00e9aliser leurs achats.<\/p>\n<p>Le fait de profiter de la mont\u00e9e en puissance des recherches visuelles am\u00e9liorera non seulement votre marketing digital mais vous aidera \u00e9galement \u00e0 rester pertinent et \u00e0 l\u2019esprit de votre audience cible. Dans ce but, nous avons rassembl\u00e9 une infographie qui indique comment Pinterest peut aider votre entreprise \u00e0 conserver une longueur d\u2019avance. D\u00e9couvrez-la ci-dessous ou <a href=\"\/wpe-content\/uploads\/2018\/11\/Pinterest-Infographic-2018-FR.pdf\" target=\"_blank\" rel=\"noopener\">t\u00e9l\u00e9chargez la version PDF ici<\/a>.<\/p>\n<p><em>Pr\u00eat \u00e0 lib\u00e9rer le potentiel Pinterest de votre marque ? Nous pouvons vous aider. <a href=\"\/fr\/contactez-nous\/\">Parlons-en<\/a>.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-36165\" src=\"\/wpe-content\/uploads\/2018\/11\/pinterest-infographic-fr-1.png\" alt=\"\" width=\"650\" height=\"2662\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le temps o\u00f9 vous deviez rassembler diff\u00e9rentes sources d\u2019inspiration, o\u00f9 vous deviez naviguez entre diff\u00e9rentes cat\u00e9gories pour pr\u00e9parer votre prochain achat est en partie r\u00e9volu gr\u00e2ce \u00e0 Pinterest. Quel est au juste l&#8217;int\u00e9r\u00eat de Pinterest ? Contrairement aux contenus d&#8217;autres plateformes sociales, le contenu de Pinterest a une dur\u00e9e de vie plus longue. Une seule [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102988,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2905],"tags":[],"class_list":["post-103241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 pistes pour am\u00e9liorer la strat\u00e9gie Pinterest de votre entreprise | DAC<\/title>\n<meta name=\"description\" content=\"Pinterest est un r\u00e9seau social puissant pour les marques de certains secteurs. 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