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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. 1
  2. 2. 2 Remember when SEO was this simple? BOT VIEWS WEBSITE BOT GIVES RANKINGS USER VIEWS WEBSITE USER BUYS STUFF
  3. 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. 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. 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. 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. 7 Internal communications ensure your internal teams all act the same, as one unified team UNIFIED INTERNAL TEAM USER
  8. 8. 8 BEFORE WE GET STARTED @blagman
  9. 9. 9 You need three things:
  10. 10. 10 You need three things: A vision and mission statement
  11. 11. 11 You need three things: A vision and mission statement Core values
  12. 12. 12 You need three things: Business and marketing plan Core values A vision and mission statement
  13. 13. 13 ORGANISATIONAL STRUCTURE @blagman
  14. 14. 14 Kill silos Action: Simplify complicated internal organisation charts and kill silos. HR / INTERNAL TEAMS
  15. 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. 16 Lunch and learn sessions Action: Hold lunch and learn sessions with people who write your online and offline content. MARKETING TEAM
  17. 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. 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. 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. 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. 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
  22. 22. 22 COMMUNICATION CHANNELS @blagman
  23. 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. 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. 25 Listen internally Action: Share internal content externally on your website and others. ALL EMPLOYEES
  26. 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. 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. 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. 29 Listen internally Action: Share internal content externally on your website and others. ALL EMPLOYEES
  30. 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. 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. 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. 33 Think internally Action: Build external messaging around your marketing plan and understand explicitly what the road ahead looks like. MARKETING
  34. 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
  35. 35. 35 ALWAYS LIVE THE VALUES @blagman
  36. 36. 36 Always mention a value Action: Include at least one value in every internal communication. ALL EMPLOYEES
  37. 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. 38 Educate and inform Action: Use eLearning platforms to walk employees through the values in real life scenarios. ALL EMPLOYEES
  39. 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. 40 Recognise success Action: Recognise success internally that matches your values with awards / awareness and ask for suggestions. ALL EMPLOYEES
  41. 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. 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. 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
  44. 44. 44 THE BIG TAKEAWAY @blagman
  45. 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. 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. 47 Thank you, any questions? Mike Essex Marketing Manager Email: mike.essex@petrofac.com Twitter: @blagman Image Credit: Cover - Jason Ford/Heart.

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