{"id":7730,"date":"2023-12-21T09:19:18","date_gmt":"2023-12-21T09:19:18","guid":{"rendered":"https:\/\/www.turbocrowd.it\/?p=7730"},"modified":"2024-12-02T16:17:50","modified_gmt":"2024-12-02T16:17:50","slug":"marketing-daffiliation-crowdfunding","status":"publish","type":"post","link":"https:\/\/www.turbocrowd.it\/fr\/marketing-daffiliation-crowdfunding\/","title":{"rendered":"Comment utiliser le marketing d'affiliation pour votre campagne de crowdfunding ?"},"content":{"rendered":"<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-ec861c9c\"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable des mati\u00e8res\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#cosa-significa-affiliate-marketing\" class=\"uagb-toc-link__trigger\">Qu'est-ce que le marketing d'affiliation ?<\/a><li class=\"uagb-toc__list\"><a href=\"#crowdfunding-e-sollecitazione-del-pubblico-risparmio\" class=\"uagb-toc-link__trigger\">Crowdfunding et sollicitation de l'\u00e9pargne publique<\/a><li class=\"uagb-toc__list\"><a href=\"#come-applicare-laffiliate-marketing-al-crowdfunding-il-prodotto-di-frontend\" class=\"uagb-toc-link__trigger\">Comment appliquer le marketing d'affiliation au crowdfunding : le produit frontal<\/a><li class=\"uagb-toc__list\"><a href=\"#come-trovare-affiliati-per-la-campagna-di-crowdfunding\" class=\"uagb-toc-link__trigger\">Comment trouver des affili\u00e9s pour votre campagne de crowdfunding ?<\/a><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">La cl\u00e9 d'une campagne de <strong>crowdfunding<\/strong> r\u00e9ussie est de pr\u00e9parer et de mettre en \u0153uvre une <strong>strat\u00e9gie de marketing<\/strong> solide visant \u00e0 atteindre le groupe cible d'investisseurs potentiels, \u00e0 les informer et \u00e0 les convaincre d'investir. Afin d'atteindre le plus grand nombre possible de personnes au-del\u00e0 du cercle de contacts de l'entreprise candidate (qui est de toute fa\u00e7on<a href=\"https:\/\/www.turbocrowd.it\/fr\/recherche-dinvestisseurs-pour-les-entreprises-en-phase-de-demarrage\/\" target=\"_self\">le premier et le plus important groupe d'investisseurs potentiels<\/a>, rappelons-le), il existe des strat\u00e9gies compl\u00e9mentaires \u00e0 exploiter, telles que le <strong>marketing d'affiliation<\/strong>.<\/p>\n\n\n\n<p class=\"translation-block\">Proche parent du <a href=\"https:\/\/www.turbocrowd.it\/fr\/marketing-de-recommandation-crowdfunding\/\" target=\"_self\">referral marketing<\/a>, le <strong>affiliate marketing<\/strong> est une ressource suppl\u00e9mentaire qui peut \u00eatre utilis\u00e9e pour \u00e9tendre la port\u00e9e qu'une entreprise peut exprimer en utilisant sa base de donn\u00e9es de contacts, en faisant de la publicit\u00e9 en ligne et hors ligne. La premi\u00e8re cible et l'objectif principal doivent rester les clients et les clients potentiels du produit ou du service propos\u00e9 par l'entreprise, mais pour aller plus loin et viser la cible maximale, il peut \u00eatre utile d'utiliser le m\u00e9gaphone du marketing d'affiliation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Qu'est-ce que le marketing d'affiliation ?<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Un \"affili\u00e9\" est un <strong>affili\u00e9<\/strong>, un terme qui indique l'association, la collaboration, et renvoie \u00e0 l'id\u00e9e de r\u00e9seau. Techniquement, l'affiliation est un accord commercial dans le secteur du marketing entre un annonceur (une entreprise qui entend vendre un de ses services ou produits) et un affili\u00e9 (une personne qui promeut le service ou le produit de l'annonceur).<\/p>\n\n\n\n<p class=\"translation-block\">Le travail de l'<strong>affili\u00e9<\/strong> consiste \u00e0 amener des visiteurs sur le site ou l'application de l'annonceur, en utilisant tout canal de trafic en ligne disponible, r\u00e9mun\u00e9r\u00e9 ou non, afin de g\u00e9n\u00e9rer des \"conversions\", c'est-\u00e0-dire des actions de l'utilisateur, qui peuvent consister \u00e0 acheter le produit ou le service, mais aussi \u00e0 remplir des formulaires, \u00e0 t\u00e9l\u00e9charger du contenu, \u00e0 r\u00e9pondre \u00e0 des enqu\u00eates, etc.<\/p>\n\n\n\n<p class=\"translation-block\">L'affili\u00e9 est ensuite r\u00e9mun\u00e9r\u00e9 en fonction des conversions qu'il parvient \u00e0 g\u00e9n\u00e9rer. Entre l'affili\u00e9 et l'annonceur peut intervenir une troisi\u00e8me entit\u00e9, la <strong>plate-forme d'affiliation<\/strong>, qui a pour r\u00f4le de v\u00e9rifier de mani\u00e8re impartiale l'activit\u00e9 r\u00e9alis\u00e9e et de rendre compte des conversions obtenues.<\/p>\n\n\n\n<p>La principale diff\u00e9rence avec le marketing de recommandation est que les personnes impliqu\u00e9es sont pay\u00e9es pour \u00eatre le porte-voix d'un produit\/service aupr\u00e8s de leur public et de leurs clients, plut\u00f4t que de recevoir des r\u00e9compenses pour le faire aupr\u00e8s de leurs connaissances.<\/p>\n\n\n\n<p class=\"translation-block\">C'est le m\u00e9canisme qui sous-tend le travail de nombreux influenceurs en ligne et de nombreuses relations entre des entreprises li\u00e9es, et non un outil de crowdfunding sp\u00e9cifique : mais <strong>faire une campagne d'equity crowdfunding<\/strong> signifie <a href=\"https:\/\/www.turbocrowd.it\/fr\/comment-vendre-votre-campagne-de-crowdfunding\/\" target=\"_self\">vendre quelque chose<\/a>, en particulier une part de l'entreprise, de sorte que toutes les strat\u00e9gies de marketing et de vente s'y appliquent, comme dans les op\u00e9rations normales d'une entreprise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Crowdfunding et sollicitation de l'\u00e9pargne publique<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">L'application du <strong>marketing affili\u00e9<\/strong> \u00e0 l'equity crowdfunding n\u00e9cessite quelques astuces techniques suppl\u00e9mentaires par rapport aux op\u00e9rations quotidiennes de marketing et de vente d'une entreprise.<\/p>\n\n\n\n<p class=\"translation-block\">Le <strong>equity crowdfunding<\/strong>, en effet, en tant que proposition au public d'acheter des actions d'entreprises, est une forme de sollicitation de l'\u00e9pargne\/investissement public, avec les risques associ\u00e9s pour les \u00e9pargnants. C'est pour cette raison qu'en Italie, la Consob a r\u00e9glement\u00e9 cette pratique en 2013 et que l'Union europ\u00e9enne a aujourd'hui \u00e9tabli une <a href=\"https:\/\/www.turbocrowd.it\/fr\/reglement-europeen-sur-le-crowdfunding\/\" target=\"_self\">r\u00e8glementation commune<\/a> pour tous les \u00c9tats membres.<\/p>\n\n\n\n<p class=\"translation-block\">Cette r\u00e9glementation pr\u00e9voit l'obligation pour les plateformes de crowdfunding de demander aux soci\u00e9t\u00e9s offrantes toute la documentation n\u00e9cessaire pour se conformer aux obligations de divulgation et de transparence et aux r\u00e8gles d'audit et de certification (en premier lieu le <a href=\"https:\/\/www.turbocrowd.it\/fr\/document-doffre-daugmentation-de-capital\/\" target=\"_self\">document d'offre<\/a>). Par ce biais, <strong>Consob autorise l'entreprise offrante et la plateforme h\u00f4te \u00e0 promouvoir la campagne<\/strong> : cette autorisation ne s'\u00e9tend toutefois pas aux tiers.<\/p>\n\n\n\n<p class=\"translation-block\">Par cons\u00e9quent, il n'est pas possible de demander simplement \u00e0 un affili\u00e9 de promouvoir directement la campagne aupr\u00e8s de ses utilisateurs, sous peine d'encourir le d\u00e9lit de sollicitation d'investissement pour <strong>sponsoring third-party financial products<\/strong> (parrainage de produits financiers de tiers).<\/p>\n\n\n\n<p>En outre, les conversions ne pourraient pas \u00eatre contr\u00f4l\u00e9es, puisqu'elles auraient lieu sur le portail de crowdfunding, c'est-\u00e0-dire sur un site tiers autre que celui de l'entreprise ou de la plateforme d'affiliation.<\/p>\n\n\n\n<p>Mais il existe une solution.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Comment appliquer le marketing d'affiliation au crowdfunding : le produit frontal<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Pour effectuer une <strong>op\u00e9ration de marketing affili\u00e9 afin de promouvoir une campagne d'equity crowdfunding<\/strong>, il est n\u00e9cessaire d'utiliser un facilitateur : le produit frontend.<\/p>\n\n\n\n<p class=\"translation-block\">Le <strong>produit d'entr\u00e9e<\/strong> est une sorte d'app\u00e2t ou de b\u00e9lier. Les affili\u00e9s ne peuvent pas promouvoir directement la campagne de crowdfunding, il est donc n\u00e9cessaire de leur fournir quelque chose d'autre \u00e0 sponsoriser, avec lequel pousser les utilisateurs vers la campagne, mais d'une mani\u00e8re indirecte. Il doit s'agir d'un produit\/service li\u00e9 \u00e0 celui offert normalement par l'entreprise, facile \u00e0 fabriquer et \u00e0 expliquer et, de pr\u00e9f\u00e9rence, pouvant \u00eatre propos\u00e9 \u00e0 un prix attractif. Il n'est pas n\u00e9cessaire que la vente du produit d'entr\u00e9e g\u00e9n\u00e8re des marges de revenus r\u00e9elles pour l'entreprise, car il s'agit \"seulement\" d'un outil permettant d'attirer de nouveaux clients et investisseurs potentiels : toute perte sera compens\u00e9e par l'objectif final.<\/p>\n\n\n\n<p class=\"translation-block\">Les affili\u00e9s impliqu\u00e9s dans l'op\u00e9ration peuvent <strong>promouvoir le produit frontend<\/strong> aupr\u00e8s de leurs propres utilisateurs et\/ou audience sociale, en toute l\u00e9galit\u00e9. L'entreprise peut en outre contr\u00f4ler directement les ventes du produit frontal, car elles ont lieu directement sur son propre portail (et non sur une plateforme externe).<\/p>\n\n\n\n<p class=\"translation-block\">Chaque fois que l'activit\u00e9 de parrainage d'un affili\u00e9 g\u00e9n\u00e8re une conversion et qu'un utilisateur ach\u00e8te le produit frontal, les coordonn\u00e9es d'un nouveau client, c'est-\u00e0-dire d'un <strong>nouvel investisseur potentiel<\/strong>, entrent dans la base de donn\u00e9es de l'entreprise !<\/p>\n\n\n\n<p class=\"translation-block\">L'entreprise, en effet, pourra utiliser ces donn\u00e9es pour <strong>proposer l'investissement dans la campagne d'equity crowdfunding<\/strong>, respectant ainsi la contrainte qu'elle sponsorise elle-m\u00eame sa propre campagne et non un tiers. L'utilisateur sera alors un client de l'entreprise, donc plus enclin \u00e0 soutenir sa croissance, surtout si la proposition d'investissement est accompagn\u00e9e de la promesse d'une <a href=\"https:\/\/www.turbocrowd.it\/fr\/recompenser-les-investisseurs\/\" target=\"_self\">r\u00e9compense<\/a> et d'avantages d\u00e9di\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Comment trouver des affili\u00e9s pour votre campagne de crowdfunding ?<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"translation-block\">Dans un <strong>programme de marketing d'affiliation<\/strong>, il peut y avoir plus d'un affili\u00e9 : vous pouvez cr\u00e9er un <strong>r\u00e9seau d'affili\u00e9s<\/strong> pour promouvoir votre produit d'entr\u00e9e, afin d'augmenter la r\u00e9sonance de l'op\u00e9ration.<\/p>\n\n\n\n<p class=\"translation-block\">Toutefois, le principe \"plus on est de fous, plus on rit\" ne s'applique pas, car vous devez toujours prendre en consid\u00e9ration les co\u00fbts de cette activit\u00e9 pour l'entreprise dans le cadre du <strong>budget marketing<\/strong>. Afin de trouver des affili\u00e9s pour votre campagne, vous devez proposer des tarifs attractifs.<\/p>\n\n\n\n<p class=\"translation-block\">C'est pourquoi une s\u00e9lection doit \u00eatre faite pour identifier les entreprises ou les personnes susceptibles d'\u00eatre cibl\u00e9es du point de vue de la revendication financi\u00e8re. Un crit\u00e8re parall\u00e8le devrait \u00eatre le domaine d'expertise : il est conseill\u00e9 de choisir des <strong>affili\u00e9s op\u00e9rant dans la m\u00eame branche<\/strong> que votre entreprise, parce qu'ils auront autorit\u00e9 pour promouvoir le produit frontend et seront plus convaincants, mais aussi parce que leur public sera vraisemblablement proche de celui de votre entreprise. Les contacts obtenus seront donc qualifi\u00e9s.<\/p>\n\n\n\n<p>Les plateformes d'affiliation se chargent souvent de faciliter la rencontre entre les annonceurs et les affili\u00e9s : elles offrent un espace o\u00f9 vous pouvez proposer votre produit afin de trouver l'affili\u00e9 le plus coh\u00e9rent pour le parrainer.<\/p>\n\n\n\n<p class=\"translation-block\">Tout comme pour le marketing de recommandation, l'entreprise doit enfin <strong>rendre l'op\u00e9ration de marketing d'affiliation efficace<\/strong> en offrant aux nouveaux utilisateurs un service client\u00e8le impeccable et une exp\u00e9rience d'achat agr\u00e9able et incisive. Cela permettra de poser les bases pour faire progresser la nouvelle relation et acqu\u00e9rir de nouveaux investisseurs ainsi que de nouveaux clients.<\/p>\n\n\n\n<p class=\"translation-block\">&lt;Turbo Crowd prend \u00e9galement en charge l&#039;\u00e9laboration de campagnes d&#039;affiliation s\u00fbres et efficaces et de produits frontaux connexes : d\u00e9couvrez ce que nous pouvons faire pour vous en r\u00e9servant une <\/strong><a href=\"https:\/\/www.turbocrowd.it\/fr\/reserver-une-consultation-gratuite\/\" target=\"_self\"><strong>consultation initiale gratuite<\/strong><\/a><strong>!<\/strong> !<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Le marketing d'affiliation est une strat\u00e9gie visant \u00e0 promouvoir une campagne de crowdfunding au-del\u00e0 du cercle de contacts de l'entreprise.<\/p>","protected":false},"author":16,"featured_media":7731,"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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