{"id":9909,"date":"2016-11-08T10:58:16","date_gmt":"2016-11-08T09:58:16","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=9909"},"modified":"2025-09-11T16:33:29","modified_gmt":"2025-09-11T14:33:29","slug":"rediger-brief-marketing-precis","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/rediger-brief-marketing-precis\/","title":{"rendered":"R\u00e9diger un brief marketing pr\u00e9cis : 8 questions \u00e0 se poser !"},"content":{"rendered":"

Pour collaborer avec une \u00e9quipe et des freelances sur vos op\u00e9rations de communication, vous devrez r\u00e9diger un brief marketing d\u00e9taill\u00e9. Ce dernier, utile autant pour vous que pour vos coll\u00e8gues, permet d\u2019\u00e9tablir les grandes lignes de vos campagnes, mais aussi les moyens \u00e0 y consacrer. Ce briefing peut m\u00eame \u00eatre \u00e9labor\u00e9 avant que vous embauchiez des prestataires, car il vous aide \u00e0 d\u00e9terminer pr\u00e9cis\u00e9ment vos besoins.<\/span><\/p>\n

Alors, comment r\u00e9diger un brief marketing qui garantit le succ\u00e8s de votre strat\u00e9gie\u00a0? En r\u00e9pondant aux 8 questions suivantes.<\/span><\/p>\n

Quelle est la probl\u00e9matique ?<\/b><\/span><\/h2>\n

Pour que vos collaborateurs organisent une strat\u00e9gie marketing efficiente, ils doivent conna\u00eetre vos besoins et vos objectifs. <\/span><\/p>\n

Pourquoi voulez-vous communiquer davantage\u00a0? Quel est l\u2019\u00e9v\u00e9nement qui vous a pouss\u00e9 \u00e0 prendre cette d\u00e9cision\u00a0? Cela peut \u00eatre la mont\u00e9e de la concurrence, le besoin d\u2019accro\u00eetre sa notori\u00e9t\u00e9, une forte rentr\u00e9e d\u2019argent qui vous permet enfin d\u2019investir dans le marketing pour accentuer votre croissance, etc.<\/span><\/p>\n

Quel est le profil des prospects ?<\/b><\/span><\/h2>\n

Pour une communication performante, les sp\u00e9cialistes du marketing qui vont graviter autour de vous ont besoin de conna\u00eetre le profil de vos consommateurs. Cela passe par des donn\u00e9es d\u00e9mographiques, sociologiques, professionnelles\u2026 <\/span><\/p>\n

Essayez de bien d\u00e9cliner les diff\u00e9rents segments de votre cible, afin que le brief marketing soit le plus pr\u00e9cis possible.<\/span><\/p>\n

Quelles sont les solutions possibles ?<\/b><\/span><\/h2>\n

Votre briefing marketing doit d\u00e9j\u00e0 comprendre des pistes de r\u00e9flexion sur les campagnes \u00e0 mettre en \u0153uvre\u00a0: cr\u00e9ation d\u2019un blog, pr\u00e9sence sur les r\u00e9seaux sociaux, lancement d\u2019une newsletter, op\u00e9ration street-marketing, investissement dans Google Adwords\u2026<\/span><\/p>\n

Les collaborateurs que vous embaucherez pourront toujours compl\u00e9ter cette liste ult\u00e9rieurement.<\/span><\/p>\n

Quels sont les arguments qui incitent \u00e0 l’achat ?<\/b><\/span><\/h2>\n

Pour cr\u00e9er une strat\u00e9gie marketing percutante, il est important d\u2019\u00e9tudier les arguments qui ont fonctionn\u00e9 pour votre client\u00e8le actuelle. Ils pourront certainement servir pour vos futures op\u00e9rations, la r\u00e9daction d\u2019article, l\u2019\u00e9laboration de communiqu\u00e9 de presse, etc.<\/span><\/p>\n

Quels sont les freins des prospects ?<\/b><\/span><\/h2>\n

Les freins aussi consistent un \u00e9l\u00e9ment phare de votre brief marketing. Ces objections pourront \u00eatre trait\u00e9es dans vos campagnes marketing pour convaincre plus facilement vos prospects.<\/span><\/p>\n

Que font les concurrents ?<\/b><\/span><\/h2>\n

H\u00e9 oui, espionner les techniques marketing des concurrents s\u2019av\u00e8rent pertinent pour votre propre strat\u00e9gie. Offrez \u00e0 vos marketeurs une vision d\u2019ensemble du march\u00e9, pour qu\u2019ils apprennent les bonnes pratiques de la concurrence, afin de les adapter \u00e0 votre propre entreprise.<\/span><\/p>\n

Quels sont les canaux de diffusion pour ma strat\u00e9gie ?<\/b><\/span><\/h2>\n

L\u2019\u00e9tude des prospects doit comporter un volet sur leurs habitudes d\u2019information. Vous devez conna\u00eetre les canaux sur lesquels ils s\u2019informent (presse, blog, magazine\u2026), ainsi que leurs r\u00e9seaux sociaux de pr\u00e9dilection.<\/span><\/p>\n

Ces informations aideront vos responsables \u00e0 savoir sur quels canaux investir et surtout, les formats \u00e0 produire.<\/span><\/p>\n

Quels indicateurs pour mesurer les retomb\u00e9es ?<\/b><\/span><\/h2>\n

Impossible de lancer une strat\u00e9gie sans se pr\u00e9occuper de l\u2019analyse des r\u00e9sultats. Votre briefing marketing se dote forc\u00e9ment d\u2019un chapitre sur les indicateurs \u00e0 surveiller et les objectifs concernant le retour sur investissement. <\/span><\/p>\n

Munis de ces chiffres, vos freelances et collaborateurs conna\u00eetront les donn\u00e9es \u00e0 analyser r\u00e9guli\u00e8rement pour constamment am\u00e9liorer leur strat\u00e9gie et atteindre les objectifs.<\/span><\/p>\n

Lorsque ce briefing marketing est parfaitement rempli, vous saurez quels sont les m\u00e9tiers \u00e0 int\u00e9grer \u00e0 votre \u00e9quipe : r\u00e9f\u00e9renceur, r\u00e9dacteur, community manager, d\u00e9veloppeur\u2026<\/span><\/p>\n

Il ne vous reste plus qu\u2019\u00e0 poster une annonce par poste sur Codeur.com<\/span><\/a>, comprenant ce briefing (ou au moins une partie). Vous disposerez d\u2019un vivier de candidats pr\u00eats \u00e0 r\u00e9pondre \u00e0 vos besoins marketing\u00a0!<\/span><\/p>\n

Afin de vous faciliter cette d\u00e9marche, voici un article int\u00e9ressant pour d\u00e9l\u00e9guer efficacement du travail \u00e0 un freelance<\/a>..\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour collaborer avec une \u00e9quipe et des freelances sur vos op\u00e9rations de communication, vous devrez r\u00e9diger un brief marketing d\u00e9taill\u00e9. Ce dernier, utile autant pour vous que pour vos coll\u00e8gues, permet d\u2019\u00e9tablir les grandes lignes de vos campagnes, mais aussi les moyens \u00e0 y consacrer. Ce briefing peut m\u00eame \u00eatre \u00e9labor\u00e9 avant que vous embauchiez […]<\/p>\n","protected":false},"author":5,"featured_media":9910,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[48],"tags":[39],"class_list":["post-9909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestion-de-projet","tag-conseils"],"acf":[],"yoast_head":"\nR\u00e9diger un brief marketing pr\u00e9cis : 8 questions \u00e0 se poser !<\/title>\n<meta name=\"description\" content=\"Pour collaborer avec une \u00e9quipe et des freelances sur vos op\u00e9rations de communication, vous devrez r\u00e9diger un brief marketing d\u00e9taill\u00e9. 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