{"id":425,"date":"2022-02-19T12:24:00","date_gmt":"2022-02-19T11:24:00","guid":{"rendered":"http:\/\/breputatzt.cluster026.hosting.ovh.net\/blog\/?p=425"},"modified":"2024-09-11T12:41:14","modified_gmt":"2024-09-11T10:41:14","slug":"comment-surveiller-facilement-ce-que-font-vos-concurrents-sur-internet","status":"publish","type":"post","link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/2022\/02\/19\/comment-surveiller-facilement-ce-que-font-vos-concurrents-sur-internet\/","title":{"rendered":"Comment surveiller facilement ce que font vos concurrents sur internet ?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p><strong>Pour une entreprise, quel que soit son secteur d\u2019activit\u00e9, \u00eatre \u00e0 l\u2019\u00e9coute de son march\u00e9 et de ses clients est une \u00e9vidence, et g\u00e9n\u00e9ralement, c\u2019est un \u00e9tat d\u2019esprit int\u00e9gr\u00e9 au fonctionnement m\u00eame de l\u2019entreprise.\u00a0La veille concurrentielle\u00a0est en revanche un \u00e9l\u00e9ment traditionnellement un peu n\u00e9glig\u00e9, en grande partie parce qu\u2019elle n\u00e9cessite du temps et des ressources. Or, il est d\u00e9sormais possible, avec\u00a0la mont\u00e9e en puissance des outils digitaux, de surveiller facilement l\u2019activit\u00e9 de ses concurrents sur internet : quels sont les outils disponibles et les bonnes pratiques \u00e0 mettre en place ?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"les-diff-rents-types-de-veille-concurrentielle\">Les diff\u00e9rents types de veille concurrentielle<\/h2>\n\n\n\n<p>En pratique, la veille concurrentielle peut prendre plusieurs formes, selon les besoins, les moyens et les ressources de l\u2019entreprise. La plupart du temps, elles se compl\u00e8tent, mais elles peuvent \u00eatre men\u00e9es s\u00e9par\u00e9ment.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>1. Faire soi-m\u00eame sa veille concurrentielle<\/strong><\/h5>\n\n\n\n<p>Une solution qui ne tiendra pas si vous souhaitez effectuer une veille concurrentielle tr\u00e8s \u00e9troite et quotidienne, mais il s\u2019agit d\u2019une excellente base de veille. L\u2019id\u00e9e est de constituer un fichier commun \u00e0 toutes les parties prenantes de l\u2019entreprise.Ce dossier r\u00e9unira ainsi toutes les informations sur les concurrents ou le march\u00e9 en question. Le but est de compiler les connaissances de base, pour une mise \u00e0 jour du fichier tous les mois ou trimestres.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>2. Utiliser un outil de veille automatique<\/strong><\/h5>\n\n\n\n<p>Nombreuses sont les solutions disponibles sur la toile \u00e0 proposer aux entreprises de\u00a0surveiller automatiquement leur concurrence. Un outil simple et performant comme Google Alerts peut d\u00e9j\u00e0 \u00eatre un tr\u00e8s bon d\u00e9but. Mais cela ne suffira pas (plus) : aujourd\u2019hui, la veille concurrentielle doit aussi, et peut-\u00eatre surtout, se faire sur les r\u00e9seaux sociaux. L\u00e0 encore, les outils de suivi sont nombreux. Attention toutefois, multiplier les outils peut s\u2019av\u00e9rer chronophage et co\u00fbteux. On conseillera donc de ne s\u2019\u00e9quiper que d\u2019un seul et unique outil, et ainsi centraliser votre veille concurrentielle.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>3. L\u2019accompagnement par un professionnel<\/strong><\/h5>\n\n\n\n<p>La solution de veille concurrentielle externalis\u00e9e\u00a0est sans aucun doute la plus compl\u00e8te, mais c\u2019est aussi, logiquement, la plus co\u00fbteuse. L\u2019avantage d\u2019un accompagnement par un professionnel tient par ailleurs dans la m\u00e9thode de veille utilis\u00e9e, l\u2019id\u00e9e n\u2019\u00e9tant pas seulement de \u201crecevoir\u201d de l\u2019info de veille (en vous inscrivant par exemple \u00e0 la newsletter de votre principal concurrent), mais d\u2019aller \u201cchercher\u201d celle-ci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"les-diff-rents-types-d-informations-surveiller\">Les diff\u00e9rents types d\u2019informations \u00e0 surveiller<\/h2>\n\n\n\n<p>Toutes les informations d\u2019une veille concurrentielle n\u2019ont pas le m\u00eame degr\u00e9 d\u2019accessibilit\u00e9. Certaines sont ainsi plus difficiles \u00e0 obtenir que d\u2019autres. Il faudra donc ajuster sa strat\u00e9gie de veille en fonction de cette limite et de vos besoins d\u2019informations sur vos concurrents. On distinguera ainsi les types d\u2019informations \u00e0 surveiller suivantes :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les infos \u201cblanches\u201d<\/strong>\u00a0: disponibles \u201csans effort\u201d sur le site de votre concurrent, dans les articles de presse, les annonces Google Adwords, les forums, les blogs, les conf\u00e9rences, les vid\u00e9os sur YouTube\u2026,<\/li>\n\n\n\n<li><strong>Les infos \u201cgrises\u201d<\/strong>\u00a0: ne sont pas disponibles librement, il faut aller les chercher tout en restant dans la l\u00e9galit\u00e9. Par exemple faire des entretiens d\u2019embauche aux salari\u00e9s de ses concurrents, interroger ses partenaires et revendeurs\u2026,<\/li>\n\n\n\n<li><strong>Les infos \u201cnoires\u201d<\/strong>\u00a0: ce sont des informations \u201cvol\u00e9es\u201d, ou obtenues de mani\u00e8re ill\u00e9gale : espionnage industriel, piratage des serveurs\u2026<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"d-buter-sa-veille-concurrentielle\">D\u00e9buter sa veille concurrentielle<\/h2>\n\n\n\n<p>En mode \u00e9conomique ou gratuit, et pour une premi\u00e8re veille concurrentielle \u201cfaite maison\u201d, il existe certains outils comme Google Alerts, mais aussi de petites choses faciles \u00e0 mettre en place, de bonnes pratiques, simples et efficaces :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>S\u2019inscrire aux newsletters<\/strong>, comptes sociaux, cha\u00eenes YouTube, blogs\u2026 de vos concurrents,<\/li>\n\n\n\n<li><strong>Acheter les produits de vos concurrents<\/strong>\u00a0: le but est \u00e9videmment d\u2019analyser leur qualit\u00e9, mais aussi tout le processus d\u2019achat, de l\u2019accueil au service apr\u00e8s-vente : que font-ils de mieux\/moins bien que moi et pourquoi ?,<\/li>\n\n\n\n<li><strong>Lire la presse sp\u00e9cialis\u00e9e<\/strong>\u00a0: pour rester toujours inform\u00e9 et \u00e0 la pointe de votre secteur d\u2019activit\u00e9.<\/li>\n\n\n\n<li><strong>Ne pas n\u00e9gliger les autres sources d\u2019information utiles comme les emailings, prospectus, salons\u2026<\/strong><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture\u00a0: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Pour une entreprise, quel que soit son secteur d\u2019activit\u00e9, \u00eatre \u00e0 l\u2019\u00e9coute de son march\u00e9 et de ses clients est une \u00e9vidence, et g\u00e9n\u00e9ralement, c\u2019est un \u00e9tat d\u2019esprit [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":427,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","_uag_custom_page_level_css":"","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[43],"tags":[24],"class_list":["post-425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-veille-entreprise"],"featured_image_src":"https:\/\/pages.b-reputation.com\/wp-content\/uploads\/2024\/09\/comment-surveiller-facilement-vos-concurrents-sur-internet-1.png","author_info":{"display_name":"Margaux Blanc","author_link":"https:\/\/b-reputation.com\/fr\/blog\/index.php\/author\/mblanc\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment 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