{"id":3734,"date":"2025-02-13T11:09:54","date_gmt":"2025-02-13T10:09:54","guid":{"rendered":"https:\/\/www.zdigitalagency.com\/?p=3734"},"modified":"2026-02-10T22:55:58","modified_gmt":"2026-02-10T21:55:58","slug":"top-10-erreurs-pme-suisses-en-marketing-digital","status":"publish","type":"post","link":"https:\/\/www.zdigitalagency.com\/fr\/top-10-erreurs-pme-suisses-en-marketing-digital\/","title":{"rendered":"Top 10 des erreurs faites par les PME suisses en marketing digital"},"content":{"rendered":"[vc_row type=\u00a0\u00bbin_container\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb row_border_radius=\u00a0\u00bbnone\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb overflow=\u00a0\u00bbvisible\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb][vc_column column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb column_element_direction_desktop=\u00a0\u00bbdefault\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb desktop_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_backdrop_filter=\u00a0\u00bbnone\u00a0\u00bb column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_position=\u00a0\u00bbdefault\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_column_text]Depuis 2018, nous avons collabor\u00e9 avec plus de 100 PME \u00e0 travers la Suisse (et l’Europe), identifiant les erreurs cl\u00e9s qui emp\u00eachent les PME suisses d’optimiser leur strat\u00e9gie digitale<\/a><\/strong>. Apprenez \u00e0 les \u00e9viter afin d’optimiser vos performances marketing et maximiser votre croissance!<\/p>\n

1 Se concentrer sur un seul aspect du parcours client<\/b><\/h3>\n

Votre strat\u00e9gie doit \u00eatre holistique et non cloisonn\u00e9e. Concentrez-vous sur l’ensemble du parcours client, de la d\u00e9couverte \u00e0 la conversion.\u00a0\u00a0<\/span><\/p>\n

2 Croire que votre site web est \u00ab Fait \u00bb pour de bon<\/b><\/h3>\n

Un site web n’est pas un projet unique ! Pour une strat\u00e9gie digitale pour PME Suisse performante, les mises \u00e0 jour r\u00e9guli\u00e8res, l\u2019optimisation et le r\u00e9f\u00e9rencement SEO <\/a>sont indispensables.<\/p>\n

3 Tout miser sur le \u00ab Moi, Moi, Moi \u00bb<\/b><\/h3>\n

Votre communication doit \u00eatre centr\u00e9e sur vos clients, et pas seulement sur votre entreprise. Il s’agit d’eux, pas de vous !<\/span><\/p>\n

4 Absence de la d\u00e9finition du public cible<\/b><\/h3>\n

Conna\u00eetre son public et retracer son parcours (il y a probablement 6 \u00e9tapes au moins dans son parcours). Sans cela, votre strat\u00e9gie ne trouvera pas d’\u00e9cho.\u00a0\u00a0\u00a0<\/span><\/p>\n

5 Pas de KPIs clairs<\/b><\/h3>\n

Sans KPI mesurables, comment pouvez-vous suivre le succ\u00e8s ? Alignez votre budget marketing sur la valeur de la dur\u00e9e de vie du client (LTV) pour obtenir un v\u00e9ritable retour sur investissement. N’essayez pas de diviser le ROI par canal, car tous les canaux se nourrissent les uns les autres.\u00a0<\/span><\/p>\n

\"\"<\/a>
\n6 N\u00e9gliger votre funnel et le retargeting<\/b><\/h3>\n

Un entonnoir de vente structur\u00e9 est essentiel pour une strat\u00e9gie digitale PME Suisse r\u00e9ussie ! Sans retargeting et nurturing des leads, vous risquez de perdre 50% des conversions potentielles. Avez-vous des \u00e9tapes claires dans le funnel, et une audience de retargeting (Google Ads ou le CRM HubSpot<\/a> par exemple).<\/span><\/p>\n

7 Payer trop cher le CPC sur Google Ads<\/b><\/h3>\n

Les PME suisses d\u00e9pensent souvent trop sur Google Ads<\/a> en raison d’un co\u00fbt par clic \u00e9lev\u00e9. Optimisez vos campagnes et ciblez le bon public pour obtenir de meilleurs r\u00e9sultats !<\/span><\/p>\n

8 Se concentrer sur les mots-cl\u00e9s et non sur les audiences<\/b><\/h3>\n

Les mots-cl\u00e9s sont importants, mais c’est le ciblage des audiences qui permet d’obtenir des conversions avec un retour sur investissement qui fonctionne en Suisse. Avec des campagnes Performance Max, de bons actifs et les bons groupes cibles, voyez plus loin que les mots-cl\u00e9s !<\/span><\/p>\n

9 Ignorer les autres langues suisses<\/b><\/h3>\n

Les PME suisses passent souvent \u00e0 c\u00f4t\u00e9 de la plaque en se concentrant uniquement sur l’allemand ou le fran\u00e7ais. \u00c9largissez votre champ d’action en adoptant toutes les langues officielles de la Suisse !<\/span><\/p>\n

10 Ne pas recruter les bons talents<\/b><\/h3>\n

Le monde num\u00e9rique \u00e9volue rapidement ! Assurez-vous que votre \u00e9quipe poss\u00e8de les comp\u00e9tences n\u00e9cessaires pour suivre le mouvement<\/a>.<\/span><\/p>\n

Ne vous contentez pas que d’un site web – int\u00e9grez l’ensemble du panorama num\u00e9rique !\u00a0<\/span><\/p>\n

Pr\u00eats \u00e0 optimiser votre strat\u00e9gie digitale ?<\/strong><\/h2>\n

R\u00e9servez votre appel<\/strong><\/a> et faisons-le ensemble !<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=\u00a0\u00bbin_container\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bbdefault\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb row_border_radius=\u00a0\u00bb20px\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb overflow=\u00a0\u00bbvisible\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb gradient_type=\u00a0\u00bbdefault\u00a0\u00bb shape_type=\u00a0\u00bb\u00a0\u00bb][vc_column column_padding=\u00a0\u00bbpadding-3-percent\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb column_element_direction_desktop=\u00a0\u00bbdefault\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb centered_text=\u00a0\u00bbtrue\u00a0\u00bb desktop_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_backdrop_filter=\u00a0\u00bbnone\u00a0\u00bb column_shadow=\u00a0\u00bbsmall_depth\u00a0\u00bb column_border_radius=\u00a0\u00bb20px\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_position=\u00a0\u00bbdefault\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bb8px\u00a0\u00bb column_border_color=\u00a0\u00bb#d31f6a\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb column_padding_type=\u00a0\u00bbdefault\u00a0\u00bb gradient_type=\u00a0\u00bbdefault\u00a0\u00bb][vc_column_text]\n

Testez notre expertise senior gratuitement<\/h3>\n[\/vc_column_text][vc_column_text]Partagez votre d\u00e9fi actuel<\/strong> et recevez une solution claire en<\/strong> 30 minutes<\/strong> avec l\u2019un de nos experts seniors. Pr\u00e9cis, concret et sans obligation.[\/vc_column_text][nectar_btn size=\u00a0\u00bblarge\u00a0\u00bb button_style=\u00a0\u00bbregular\u00a0\u00bb button_color_2=\u00a0\u00bbAccent-Color\u00a0\u00bb icon_family=\u00a0\u00bbnone\u00a0\u00bb text=\u00a0\u00bbR\u00e9server mes 30 minutes gratuites\u00a0\u00bb url=\u00a0\u00bb\/fr\/contact\/\u00a0\u00bb][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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