How to make every employee part of your marketing team (BrightonSEO April 2016) - Internal Communications
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As presented at BrightonSEO in April 2016 by Mike Essex (@blagman) this deck looks at ways to make every employee do your marketing work for you through to power of internal communication.
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How to make every employee part of your marketing team (BrightonSEO April 2016) - Internal Communications
- 1. 1
- 2. 2 Remember when SEO was this simple? BOT VIEWS WEBSITE BOT GIVES RANKINGS USER VIEWS WEBSITE USER BUYS STUFF
- 3. 3 Then over time we cared more about users: BOT VIEWS WEBSITE BOT GIVES RANKINGS USER B ARRIVES VIA BOT USER B VISITS SITE OUTRECH / PR CAMPAIGN INFLUENCER WRITES CONTENT USER A READS CONTENT USER A VISITS SITE PPC / SPONSORED CONTENT AD/CONTENT RUNS ON NETWORK USER C CLICKS ON AD USER C VISITS SITE
- 4. 4 And the customer journey became more complicated (and human): OUTRECH / PR CAMPAIGN INFLUENCER WRITES CONTENT USER READS CONTENT USER VISITS SITE USER SEARCHES, CLICKS ORGANIC USER VISITS COMPETITOR USER SEARCHES, CLICKS PAID USER BUYS STUFF
- 5. 5 But somewhere along the way we missed a lot of people who affect customer perceptions CUSTOMER SERVICE DELIVERY TEAM SALES TEAM PRODUCT DEVELOPMENT QUALITY CONTROL TRAINING AND HR FINANCE ACCOUNT MANAGERS
- 6. 6 And the way they interact with customers can help and hinder the process hugely CUSTOMER SERVICE DELIVERY TEAM SALES TEAM PRODUCT DEVELOPMENT QUALITY CONTROL TRAINING AND HR FINANCE ACCOUNT MANAGERS USER
- 7. 7 Internal communications ensure your internal teams all act the same, as one unified team UNIFIED INTERNAL TEAM USER
- 9. 9 You need three things:
- 10. 10 You need three things: A vision and mission statement
- 11. 11 You need three things: A vision and mission statement Core values
- 12. 12 You need three things: Business and marketing plan Core values A vision and mission statement
- 14. 14 Kill silos Action: Simplify complicated internal organisation charts and kill silos. HR / INTERNAL TEAMS
- 15. 15 Kill silos Action: Simplify complicated internal organisation charts and kill silos. Value: Improved flow of information and more cohesive messaging and journey for customers. HR / INTERNAL TEAMS
- 16. 16 Lunch and learn sessions Action: Hold lunch and learn sessions with people who write your online and offline content. MARKETING TEAM
- 17. 17 Lunch and learn sessions Action: Hold lunch and learn sessions with people who write your online and offline content. Value: You can ensure they put the principles of SEO in everything they do and you’ll understand better who can provide you with future information. MARKETING TEAM
- 18. 18 The art of sitting in Action: Identify missed opportunities for marketing by sitting in on sales meetings and knowing everyone in sales. SALES / BUSINESS DEVELOPMENT
- 19. 19 The art of sitting in Action: Identify missed opportunities for marketing by sitting in on sales meetings and knowing everyone in sales. Value: You’ll get an understanding of what customers really want and what information they may need online to make that enquiry - build and optimise pages around that. SALES / BUSINESS DEVELOPMENT
- 20. 20 The art of listening in Action: Spend time with customer call centres and find out the most common questions. CUSTOMER SERVICE / QUALITY CONTROL
- 21. 21 The art of listening in Action: Spend time with customer call centres and find out the most common questions. Value: Develop FAQ’s to answer those queries. You’ll get additional traffic and make customers lives easier. CUSTOMER SERVICE / QUALITY CONTROL
- 23. 23 Internal newsletters Action: Seek out stories and share them through internal newsletters and intranets that fit the values you want to promote. ALL EMPLOYEES
- 24. 24 Internal newsletters Action: Seek out stories and share them through internal newsletters and intranets that fit the values you want to promote. Value: Wider awareness throughout the business of how its growing and the people within it. ALL EMPLOYEES
- 25. 25 Listen internally Action: Share internal content externally on your website and others. ALL EMPLOYEES
- 26. 26 Listen internally Action: Share internal content externally on your website and others. Value: The opportunity to turn internal news in to extra content marketing opportunities. ALL EMPLOYEES
- 27. 27 New product launches Action: Use your communications channels to help make the company aware of new products and services being launched that need to be promoted heavily. PRODUCT DEVELOPMENT
- 28. 28 New product launches Action: Use your communications channels to help make the company aware of new products and services being launched that need to be promoted heavily. Value: Better promotion of new key products and services throughout all communications. PRODUCT DEVELOPMENT
- 29. 29 Listen internally Action: Share internal content externally on your website and others. ALL EMPLOYEES
- 30. 30 Listen internally Action: Share internal content externally on your website and others. Value: The opportunity to turn internal news in to extra content marketing opportunities. ALL EMPLOYEES
- 31. 31 New clients Action: Get early awareness from sale and BD teams of any upcoming wins so you can have press releases and content ready to go. SALES TEAM / BUSINESS DEVELOPMENT
- 32. 32 New clients Action: Get early awareness from sale and BD teams of any upcoming wins so you can have press releases and content ready to go. Value: More PR related content for your site and external sites, along with strong links back. SALES TEAM / BUSINESS DEVELOPMENT
- 33. 33 Think internally Action: Build external messaging around your marketing plan and understand explicitly what the road ahead looks like. MARKETING
- 34. 34 Think internally Action: Build external messaging around your marketing plan and understand explicitly what the road ahead looks like. Value: You’ll spend less time on pointless content and more time on what can actually get you sales. MARKETING
- 36. 36 Always mention a value Action: Include at least one value in every internal communication. ALL EMPLOYEES
- 37. 37 Always mention a value Action: Include at least one value in every internal communication. Value: There’s more chance of employees showing those values when interacting with customers. ALL EMPLOYEES
- 38. 38 Educate and inform Action: Use eLearning platforms to walk employees through the values in real life scenarios. ALL EMPLOYEES
- 39. 39 Educate and inform Action: Use eLearning platforms to walk employees through the values in real life scenarios. Value: Interactive eLearning helps aid retention of the values and increase the chance they’ll be followed. ALL EMPLOYEES
- 40. 40 Recognise success Action: Recognise success internally that matches your values with awards / awareness and ask for suggestions. ALL EMPLOYEES
- 41. 41 Recognise success Action: Recognise success internally that matches your values with awards / awareness and ask for suggestions. Value: Along with encouraging employees to follow the values it can provide additional content. ALL EMPLOYEES
- 42. 42 Market around your values Action: Promote your values to customers and understand how they tie in to what customers want. Align and market around this. MARKETING
- 43. 43 Market around your values Action: Promote your values to customers and understand how they tie in to what customers want. Align and market around this. Value: Unique content that absolutely no one else has. MARKETING
- 45. 45 The big takeaway You can’t be everywhere at once, but with internal communications you can at the very least be the little voice in every employee’s ear, steering them in the right direction.
- 46. 46 The big takeaway You can’t be everywhere at once, but with internal communications you can at the very least be the little voice in every employee’s ear, steering them in the right direction. Make sure they: • Live the values • Embrace the vision • Follow the plan
- 47. 47 Thank you, any questions? Mike Essex Marketing Manager Email: mike.essex@petrofac.com Twitter: @blagman Image Credit: Cover - Jason Ford/Heart.
Editor's Notes
- What’s Bob in HR going to do to help me out? Here’s XXX ways how, including yes, how to get better rankings.
- POTENTIALLY CHANGE TO JUST ROBOT IMAGE, THEN NEXT SLIDE JUST HUMAN, THEN LOTS OF HUMANS IN SEGMENTS AND OUTREACH ETC.
- There are a lot of human elements that “marketing” doesn’t always get to touch. Every single employee in your business can be a marketing asset, some of them already are, they just don’t know it.
- There are a lot of human elements that “marketing” doesn’t always get to touch. Every single employee in your business can be a marketing asset, some of them already are, they just don’t know it.
- It ensures that all the time and effort you’ve put in to getting good rankings won’t go to waste. And you don’t have to be working inside a company to achieve this. Influencing these internal elements can be just as beneficial for agencies too.
- Without these things it’s hard for businesses to grow consistently. Every single thing people in your organisation do should be aligned to these three areas, and for those of you in agencies everything you do must support these three areas. Internal communication is the art of ensuring that these three things are understood through the business by every single employee. Because after all if you can’t convince your employees to support your business then how on earth can you expect customers to do the same? If you do that then you’ll have a highly informed workforce that can help you market your products better.
- Talk about how marketing used to be structured and is now one single function.
- Talk about how marketing used to be structured and is now one single function.
- Even offline marketing material when replicated online may need to be reformatted.
- Even offline marketing material when replicated online may need to be reformatted.
- Ensure they give you this information on a monthly basis.
- Ensure they give you this information on a monthly basis.
- Even something simple like stack. Cross share information throughout your business on Intranet – we have 18,000 people, everyone can’t know everything but consider what are the important things they need to know? Once you open this pipe for information you’ll be surprised how many people suggest stories that can be placed elsewhere.
- Even something simple like stack. Cross share information throughout your business on Intranet – we have 18,000 people, everyone can’t know everything but consider what are the important things they need to know? Once you open this pipe for information you’ll be surprised how many people suggest stories that can be placed elsewhere.
- Filter out the rubbish but always seek it out. (e.g even personal stories can make good examples of corporate giving)
- Filter out the rubbish but always seek it out. (e.g even personal stories can make good examples of corporate giving)
- Filter out the rubbish but always seek it out. (e.g even personal stories can make good examples of corporate giving)
- Filter out the rubbish but always seek it out. (e.g even personal stories can make good examples of corporate giving)
- You can’t expect employees to change from being told someone once, you need to make it key to everything. We have golden rules of safety and quality that effectively put two of our values at the forefront of everything we do - They keep our people safe and also act as key selling points when we sell our services
- You can’t expect employees to change from being told someone once, you need to make it key to everything. We have golden rules of safety and quality that effectively put two of our values at the forefront of everything we do - They keep our people safe and also act as key selling points when we sell our services
- You can’t expect employees to change from being told someone once, you need to make it key to everything. We have golden rules of safety and quality that effectively put two of our values at the forefront of everything we do - They keep our people safe and also act as key selling points when we sell our services
- You can’t expect employees to change from being told someone once, you need to make it key to everything. We have golden rules of safety and quality that effectively put two of our values at the forefront of everything we do - They keep our people safe and also act as key selling points when we sell our services
- Talk about the EVE awards here.
- Talk about the EVE awards here.
- What’s Bob in HR going to do to help me out? Here’s XXX ways how, including yes, how to get better rankings.
- Filter out the rubbish but always seek it out. (e.g even personal stories can make good examples of corporate giving)
- Filter out the rubbish but always seek it out. (e.g even personal stories can make good examples of corporate giving)