{"id":5787,"date":"2023-02-08T14:25:16","date_gmt":"2023-02-08T14:25:16","guid":{"rendered":"https:\/\/www.turbocrowd.it\/?p=5787"},"modified":"2025-04-18T08:05:05","modified_gmt":"2025-04-18T08:05:05","slug":"equity-crowdfunding-marketing","status":"publish","type":"post","link":"https:\/\/www.turbocrowd.it\/fr\/equity-crowdfunding-marketing\/","title":{"rendered":"L'equity crowdfunding comme outil de marketing"},"content":{"rendered":"<p class=\"translation-block\">Apprendre \u00e0 consid\u00e9rer l'equity crowdfunding comme un outil de marketing<\/strong> est le secret pour tirer le meilleur parti de ce qui est g\u00e9n\u00e9ralement consid\u00e9r\u00e9 comme \"seulement\" un instrument financier.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">La premi\u00e8re raison qui pousse une entreprise \u00e0 lancer une campagne de crowdfunding est g\u00e9n\u00e9ralement le besoin de capitaux, ce qui est naturel. <strong>La lev\u00e9e de capitaux<\/strong> est le r\u00e9sultat le plus \u00e9vident et le plus tangible de cette voie, mais <strong>ce n'est que la partie \u00e9merg\u00e9e de l'iceberg<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">La preuve en est que, comme le souligne <a href=\"https:\/\/www.osservatoriefi.it\/efi\/wp-content\/uploads\/2022\/07\/reportcrowd2022.pdf\" target=\"_self\">le dernier rapport du Politecnico sur le crowdinvesting<\/a>, <strong>m\u00eame les grandes entreprises commencent \u00e0 s'int\u00e9resser au crowdfunding<\/strong>. Des entreprises qui n'ont pas besoin de capitaux et qui, si elles en ont, se tournent normalement vers le canal bancaire sans probl\u00e8me. Mais le crowdfunding peut leur apporter quelque chose que les banques ne pourront jamais leur offrir : <strong>un outil de marketing int\u00e9gr\u00e9<\/strong>. La possibilit\u00e9 d'entrer directement en contact avec leur public cible, de cr\u00e9er une communaut\u00e9, de s'enraciner dans un territoire, de renforcer leur image.<\/p>\n\n\n\n<p class=\"translation-block\">Pensez donc \u00e0 la valeur de cette opportunit\u00e9 pour les petites entreprises, les start-ups et les PME, qui ont moins de ressources \u00e0 investir dans le marketing et qui peuvent donc <strong>avec un seul outil faire du marketing et lever des fonds<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Strat\u00e9gies de marketing pour et avec le crowdfunding<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\"><strong>Une campagne de crowdfunding est en soi une campagne de marketing<\/strong>. Cette expression a un double sens :<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\">L'organisation d'une campagne de crowdfunding n\u00e9cessite des actions de marketing visant \u00e0 <a href=\"https:\/\/www.turbocrowd.it\/fr\/comment-vendre-votre-campagne-de-crowdfunding\/\" target=\"_self\">\"vendre\" l'entreprise elle-m\u00eame<\/a>, c'est-\u00e0-dire ses actions, comme s'il s'agissait d'un produit ;<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L'organisation d'une campagne de crowdfunding est une action de marketing qui promeut la marque et son produit\/service.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">C'est pourquoi, lors de l'estimation des <a href=\"https:\/\/www.turbocrowd.it\/fr\/cout-du-crowdfunding\/\" target=\"_self\">co\u00fbts d'une campagne de crowdfunding<\/a>, un <strong>budget coh\u00e9rent doit \u00eatre consacr\u00e9 au marketing<\/strong> : il ne faut pas consid\u00e9rer ces ressources comme visant uniquement \u00e0 cl\u00f4turer avec succ\u00e8s la campagne, mais plut\u00f4t comme des <strong>investissements marketing \u00e0 long terme<\/strong> pour l'entreprise dans son ensemble.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\"><strong>Faire une campagne d'equity crowdfunding, c'est en effet s'exposer<\/strong> comme en peu d'autres occasions : pour convaincre des personnes de rejoindre, en tant que v\u00e9ritables partenaires capitalistiques, une entreprise, il faut mettre \u00e0 nu son identit\u00e9 conceptuelle, son bilan \u00e9conomique, ses valeurs, ses perspectives, son \u00e9quipe, ses objectifs \u00e0 moyen et long terme. C'est se mettre en valeur de fa\u00e7on outranci\u00e8re, s'afficher de fa\u00e7on agressive dans le sens le plus positif possible.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Il est donc in\u00e9vitable que les r\u00e9percussions de ces actions de marketing globales se fassent sentir non seulement sur l'\u00e9v\u00e9nement contingent, c'est-\u00e0-dire la campagne de crowdfunding, mais aussi sur la soci\u00e9t\u00e9 dans son ensemble. Se mettre en valeur, c'est rechercher - et, si l'on s'y prend bien, obtenir - la <strong>visibilit\u00e9<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Une startup qui vient d'entrer sur le march\u00e9, encore semi-inconnue, avec peu ou pas de clients, peut ainsi commencer \u00e0 \"\u00eatre l\u00e0\", \u00e0 <strong>faire conna\u00eetre son nom et \u00e0 le lier au besoin satisfait par son produit ou service<\/strong>. En m\u00eame temps, avec les m\u00eames actions, elle l\u00e8ve des capitaux pour financer sa propre croissance et d\u00e9clencher ainsi un cercle vertueux.<\/p>\n\n\n\n<p class=\"translation-block\">Tout cela prend du temps. C'est pourquoi une bonne strat\u00e9gie marketing de crowdfunding commence bien avant la campagne, dans les phases de planification et de <a href=\"https:\/\/www.turbocrowd.it\/fr\/precrowd\/\" target=\"_self\">precrowd<\/a>. Les <strong>points cl\u00e9s d'une strat\u00e9gie marketing soign\u00e9e<\/strong> sont les suivants :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>identifier le bon public cible<\/li>\n\n\n\n<li>d\u00e9finition des canaux id\u00e9aux pour atteindre le public cible<\/li>\n\n\n\n<li>pr\u00e9paration d'un plan \u00e9ditorial riche pour les cha\u00eenes choisies<\/li>\n\n\n\n<li>d\u00e9finition du style de communication<\/li>\n\n\n\n<li>construction d'un parcours id\u00e9al (entonnoir) pour les utilisateurs<\/li>\n\n\n\n<li>mettre en place les outils logiciels n\u00e9cessaires pour traiter avec les utilisateurs (par exemple, CRM)<\/li>\n\n\n\n<li>cr\u00e9ation d'opportunit\u00e9s d'interaction avec des investisseurs potentiels (webinaires en direct, \u00e9v\u00e9nements, etc.)<\/li>\n\n\n\n<li>parrainages en ligne<\/li>\n\n\n\n<li>g\u00e9rer les relations avec les m\u00e9dias<\/li>\n\n\n\n<li>Pr\u00e9paration d'un plan de contr\u00f4le de l'efficacit\u00e9 de la strat\u00e9gie.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong>Vous souhaitez discuter directement avec nos experts en crowdfunding du sujet que vous lisez ?<\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd peut vous r\u00e9v\u00e9ler toutes les ficelles du m\u00e9tier de crowdfunding, vous montrer les possibilit\u00e9s de collecte de capitaux qui s'offrent \u00e0 vous et vous fournir un soutien pratique pour mettre en place une campagne de crowdfunding r\u00e9ussie.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite-sur-le-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">R\u00e9servez un appel vid\u00e9o GRATUIT !<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>La bonne cible pour un marketing efficace<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Qu'est-ce que cela signifie de \"bien faire les choses\" ? Pour <strong>obtenir ce double effet marketing<\/strong>, il ne suffit pas de sponsoriser g\u00e9n\u00e9riquement sa campagne d'equity crowdfunding autant que possible. Il ne suffirait m\u00eame pas de la mener \u00e0 bien, mais il s'agit l\u00e0 d'une autre question que nous avons abord\u00e9e plus en d\u00e9tail <a href=\"https:\/\/www.turbocrowd.it\/fr\/une-campagne-d-equity-crowdfunding-reussie\/\" target=\"_self\">dans un autre article<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>L'equity crowdfunding en tant qu'outil de marketing fonctionne si vous vous adressez au bon public cible.&nbsp;<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>\"Mais le marketing pour la campagne cible les investisseurs potentiels, le marketing pour le produit\/service de l'entreprise cible les clients potentiels ! <\/p>\n\n\n\n<p>C'est faux.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Les entreprises qui lancent une campagne d'equity crowdfunding commettent trop souvent l'erreur de penser que l'objectif de la campagne est diff\u00e9rent de la vente de leur produit ou service.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\"><strong>Le public cible est unique : celui des clients ou des clients potentiels<\/strong>. Ce sont les personnes qui ont un int\u00e9r\u00eat pour le produit ou le service qui sont les premi\u00e8res \u00e0 avoir un int\u00e9r\u00eat \u00e0 contribuer \u00e0 la prosp\u00e9rit\u00e9 de l'entreprise qui le fabrique. Le gain qui peut leur \u00eatre offert, en effet, est double : le b\u00e9n\u00e9fice futur qui d\u00e9coule de l'investissement lui-m\u00eame et l'acc\u00e8s diversement privil\u00e9gi\u00e9 aux produits ou services qu'ils ach\u00e8teraient de toute fa\u00e7on.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">En g\u00e9rant le marketing de la campagne de cette mani\u00e8re, <strong>le gain pour l'entreprise est double<\/strong> : elle obtient \u00e0 la fois le capital dont elle a besoin pour se d\u00e9velopper, de nouveaux clients et une plus grande fid\u00e9lit\u00e9 de la part des anciens.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Exemples de strat\u00e9gies de marketing pour le crowdfunding<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Voyons quelques exemples de <strong>comment, dans la pratique, l'equity crowdfunding peut devenir un outil de marketing<\/strong> pour lui-m\u00eame et pour l'entreprise.<\/p>\n\n\n\n<p>La bo\u00eete \u00e0 outils marketing ne se limite pas \u00e0 la cr\u00e9ation d'un plan \u00e9ditorial pour les m\u00e9dias sociaux, qui ne doit pas non plus manquer. Pas de baguette magique, mais quelques canaux et v\u00e9hicules de communication qui font d\u00e9sormais partie du standard indispensable :<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>r\u00e9seau social ;<\/li>\n\n\n\n<li>bulletin d'information ;<\/li>\n\n\n\n<li>des webinaires et d'autres contenus utiles et gratuits ;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.turbocrowd.it\/paid-advertising\/\">la publicit\u00e9 en ligne ;<\/a><\/li>\n\n\n\n<li>r\u00e9compense ;<\/li>\n\n\n\n<li>\u00e9v\u00e9nements en ligne et hors ligne<\/li>\n\n\n\n<li>...<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Pour tous ces outils, il est essentiel de d\u00e9finir le bon public cible, comme nous l'avons vu dans le paragraphe pr\u00e9c\u00e9dent, et d'adopter le <strong>style de communication coh\u00e9rent<\/strong> avec lui. Mais ce n'est pas tout : afin d'obtenir un effet maximal des actions de marketing, il est important de <strong>faire une communication profonde et compl\u00e8te<\/strong>, de fournir des informations claires et \u00e9tendues sur l'entreprise, sur le crowdfunding en g\u00e9n\u00e9ral et enfin sur la campagne d'equity crowdfunding en cours.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Pour cr\u00e9er une <strong>relation durable et sinc\u00e8re<\/strong> avec des clients et des investisseurs potentiels, il faut \u00e9galement s'engager \u00e0 leur fournir un contenu v\u00e9ritablement utile et non pas simplement publicitaire, et \u00e0 \"mettre son visage en avant\". En d'autres termes, il faut communiquer par l'interm\u00e9diaire des membres de l'\u00e9quipe \u00e0 la premi\u00e8re personne, avec le nom et le pr\u00e9nom, et, dans la mesure du possible, rencontrer son public en direct.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Les \u00e9v\u00e9nements physiques sont tr\u00e8s utiles pour les projets fortement li\u00e9s \u00e0 un territoire sp\u00e9cifique, o\u00f9 l'on peut <strong>cr\u00e9er une communaut\u00e9<\/strong> unie par des valeurs et des int\u00e9r\u00eats communs. Cependant, les concepts de \"communaut\u00e9\" et de \"niche\" sont \u00e9galement valables ind\u00e9pendamment de la proximit\u00e9 physique et peuvent \u00e9galement \u00eatre exploit\u00e9s en ligne pour devenir des r\u00e9servoirs pr\u00e9cieux de <strong>clients fid\u00e8les<\/strong> bien au-del\u00e0 de la campagne d'equity crowdfunding<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Attention : afin de maintenir l'effet \u00e0 long terme, il est imp\u00e9ratif de se souvenir des contacts \u00e9tablis dans le cadre de la campagne de crowdfunding m\u00eame apr\u00e8s la cl\u00f4ture de la campagne ! Cela signifie <strong>continuer \u00e0 communiquer<\/strong> par tous les canaux, les tenir au courant des activit\u00e9s de l'entreprise, leur accorder un traitement particulier.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Le dernier \u00e9l\u00e9ment de la liste (non exhaustive) est la \"<strong>r\u00e9compense<\/strong>\", litt\u00e9ralement \"prix\" ou \"r\u00e9compense\". Il ne s'agit de rien d'autre que d'un \"acc\u00e8s diversement privil\u00e9gi\u00e9 aux produits ou services que vous ach\u00e8teriez de toute fa\u00e7on\", dont nous avons parl\u00e9 en tant que <strong>levier pour transformer les clients et les clients potentiels en investisseurs<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Les d\u00e9clinaisons possibles de la r\u00e9compense sont infinies. D\u00e9couvrez-les, apprenez \u00e0 les inventer et utilisez l'equity crowdfunding comme outil de marketing.<a href=\"https:\/\/www.turbocrowd.it\/acquista-libro-turbo-crowd\/\"> lire le livre Turbo Crowd<\/a>! Vous y trouverez tous les secrets indispensables pour tirer le meilleur parti du crowdfunding dans toutes ses potentialit\u00e9s. <\/strong><\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong><strong><strong><strong>Vous avez besoin d'aide pour pr\u00e9parer une campagne de crowdfunding r\u00e9ussie et rechercher des investisseurs potentiels pour votre projet ?<\/strong><\/strong><\/strong><\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd peut vous accompagner tout au long du processus, de l'organisation de la pr\u00e9-foule \u00e0 la cl\u00f4ture de la collecte, en d\u00e9veloppant des strat\u00e9gies de marketing efficaces et innovantes pour promouvoir votre campagne de la meilleure fa\u00e7on possible.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite-sur-le-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">R\u00e9servez un appel vid\u00e9o GRATUIT !<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p class=\"translation-block\">Apprendre \u00e0 consid\u00e9rer l'equity crowdfunding comme un outil de marketing<\/strong> est le secret pour tirer le meilleur parti de ce qui est g\u00e9n\u00e9ralement consid\u00e9r\u00e9 comme \"seulement\" un instrument financier.<\/p>","protected":false},"author":16,"featured_media":5790,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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