{"id":21567,"date":"2018-01-05T00:30:51","date_gmt":"2018-01-04T23:30:51","guid":{"rendered":"https:\/\/valoxy.org\/blog\/?p=21567"},"modified":"2025-10-15T12:25:44","modified_gmt":"2025-10-15T10:25:44","slug":"tpe-pme-strategie-de-communication-adopter","status":"publish","type":"post","link":"https:\/\/valoxy.org\/blog\/tpe-pme-strategie-de-communication-adopter\/","title":{"rendered":"TPE\/PME : quelle strat\u00e9gie de communication adopter ?"},"content":{"rendered":"<p>L\u2019entreprise doit se faire conna\u00eetre ! La communication des TPE\/PME doit d\u00e9ployer une image de marque qui fera mouche aupr\u00e8s de leur client\u00e8le. Elle doit ensuite susciter l\u2019int\u00e9r\u00eat puis fid\u00e9liser la client\u00e8le, soigner son image et op\u00e9rer certains virages lorsque le march\u00e9 ou la vision du dirigeant \u00e9volue. Toutes ces actions passent par la communication et les strat\u00e9gies gagnantes mises en place par l\u2019entreprise.<\/p>\n<p>TPE\/PME, quelle strat\u00e9gie de communication adopter ? Valoxy, cabinet d&rsquo;expertise comptable dans les Hauts de France, vous donne ses pr\u00e9requis.<\/p>\n<h2>Les 2 piliers d\u2019une strat\u00e9gie de communication r\u00e9ussie<\/h2>\n<p>Une bonne strat\u00e9gie de communication est une strat\u00e9gie qui correspond au profil de la cible, que cela soit en termes de message diffus\u00e9, mais aussi de support utilis\u00e9. Les m\u00e9dias, les r\u00e9seaux sociaux, par exemple, sont d\u2019excellents vecteurs de communication pour peu que la cible\u00a0:<\/p>\n<ul>\n<li>consomme ces m\u00e9dias et se rende sur les r\u00e9seaux concern\u00e9s<\/li>\n<li>soit r\u00e9ceptive au message au moment o\u00f9 elle en prend connaissance<\/li>\n<\/ul>\n<p>Eh oui\u00a0! Communiquer sur une offre de convention obs\u00e8ques sur Facebook, par exemple, alors m\u00eame que les clients potentiels sont en train de se d\u00e9tendre sur ce r\u00e9seau social n\u2019est pas le meilleur moment pour capter l\u2019attention. L\u2019entreprise doit bel et bien s\u00e9lectionner des supports de communication adapt\u00e9s, et \u00e0 la cible, et au contexte de la publicit\u00e9.<\/p>\n<h2>Les \u00e9tapes pour mettre en place un plan de communication\u00a0des TPE\/PME<\/h2>\n<p>Une strat\u00e9gie de communication passe par une ou plusieurs campagnes, c\u2019est-\u00e0-dire un ensemble d\u2019actions men\u00e9es de concert vers un objectif pr\u00e9cis. Voici la m\u00e9thodologie pour r\u00e9ussir votre campagne de communication, appel\u00e9e aussi plan de communication.<\/p>\n<ol>\n<li>Connaissez votre cible : ses habitudes de consommation, son budget, ses attentes et ses freins, mais aussi les lieux, m\u00e9dias et r\u00e9seaux sur lesquels elle se rend pour s\u2019informer de l\u2019offre disponible. Bref, l\u2019\u00e9tude de march\u00e9 est constante, pour pouvoir adapter sa communication aux \u00e9volutions de sa cible.<\/li>\n<li>Connaissez vos concurrents et leur propre strat\u00e9gie de communication. S\u2019ils rencontrent le succ\u00e8s, cela signifie (aussi) que les leviers utilis\u00e9s sont les bons.<\/li>\n<li>Fixez un objectif \u00e0 votre strat\u00e9gie de communication\u00a0: souhaitez-vous vous faire conna\u00eetre une nouvelle offre de produits\/services\u00a0? Communiquer pour faire conna\u00eetre et d\u00e9velopper vote image de marque (au-del\u00e0 de l\u2019offre vendue)\u00a0? Souhaitez-vous gagner de nouveaux clients\u00a0? Fid\u00e9liser vos clients actuels, etc.\u00a0? Bref, votre strat\u00e9gie de communication n\u2019utilisera pas les m\u00eames leviers ni le m\u00eame message selon l\u2019objectif.<\/li>\n<li>Identifiez le message que vous souhaitez faire passer (vos avantages concurrentiels, en g\u00e9n\u00e9ral, ou vos valeurs si vous envisagez une strat\u00e9gie pour d\u00e9velopper votre image de marque).<\/li>\n<li>D\u00e9terminez votre budget global pour le plan de communication que vous allez mener.<\/li>\n<li>Le plus difficile est certainement cette \u00e9tape qui consiste \u00e0 identifier les bons leviers pour diffuser votre message, en ad\u00e9quation avec votre cible et votre budget.<\/li>\n<li>Cr\u00e9ez le(s) contenu(s) adapt\u00e9(s) aux leviers s\u00e9lectionn\u00e9s\u00a0: texte, image, vid\u00e9o, son&#8230;<\/li>\n<li>Si vous utilisez les syst\u00e8mes de publicit\u00e9s payantes sur les r\u00e9seaux sociaux, vous devrez conna\u00eetre les horaires et jours de la semaine opportuns pour diffuser votre message puis programmer votre campagne de communication en fonction (une offre de loisirs suscitera plus d\u2019int\u00e9r\u00eat durant le weekend que pendant les horaires de travail, par exemple).<\/li>\n<\/ol>\n<h4>La communication des TPE\/PME<\/h4>\n<p>Vous l\u2019avez compris, une bonne strat\u00e9gie de communication des TPE\/PME passe par la compr\u00e9hension de sa cible et de son march\u00e9. Pour une utilisation optimale des diff\u00e9rents leviers, notamment les plus complexes (Google Adwords, campagnes digitales en Big Data&#8230;), vous pouvez faire appel \u00e0 une agence de marketing Web.<\/p>\n<p class=\"p1\"><span class=\"s1\">Plus d\u2019informations pour \u00e9laborer votre strat\u00e9gie de communication ? N\u2019h\u00e9sitez pas \u00e0 nous appeler, et \u00e0 consulter nos articles sur le blog de Valoxy :<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li2\"><span class=\"s3\"><a href=\"https:\/\/valoxy.org\/blog\/la-communication-corporate\/\"><span class=\"s4\">La communication corporate<\/span><\/a><\/span><\/li>\n<li class=\"li2\"><span class=\"s3\"><a href=\"https:\/\/valoxy.org\/blog\/limportance-dun-site-internet-pour-son-entreprise\/\"><span class=\"s4\">L\u2019importance d\u2019un site internet pour son entreprise<\/span><\/a><\/span><\/li>\n<li class=\"li2\"><span class=\"s3\"><a href=\"https:\/\/valoxy.org\/blog\/levenementiel-au-sein-de-lentreprise\/\"><span class=\"s4\">L\u2019\u00e9v\u00e9nementiel au sein de l\u2019entreprise<\/span><\/a><\/span><\/li>\n<li class=\"li1\"><a href=\"https:\/\/valoxy.org\/blog\/limportance-des-salons-professionnels\/\"><span class=\"s2\">L\u2019importance des salons professionnels<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019entreprise doit se faire conna\u00eetre ! La communication des TPE\/PME doit d\u00e9ployer une image de marque qui fera mouche aupr\u00e8s de leur client\u00e8le. Elle doit ensuite susciter l\u2019int\u00e9r\u00eat puis fid\u00e9liser la client\u00e8le, soigner son image et op\u00e9rer certains virages lorsque&#8230;<\/p>\n","protected":false},"author":1,"featured_media":21568,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-21567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TPE\/PME : quelle strat\u00e9gie de communication adopter ? | Blog Valoxy - Expertise comptable<\/title>\n<meta name=\"description\" content=\"La communication des TPE\/PME doit d\u00e9ployer une image de marque qui fera mouche aupr\u00e8s de leur client\u00e8le. 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