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2

Remember when SEO was this simple?

BOT

VIEWS

WEBSITE

BOT

GIVES

RANKINGS

USER

VIEWS

WEBSITE

USER

BUYS

STUFF

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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

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

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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

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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

Internal communications ensure your internal teams all act the same, as one unified team

UNIFIED

INTERNAL

TEAM

USER

8

BEFORE WE GET

STARTED

@blagman

9

You need three things:

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You need three things:

A vision and mission statement

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You need three things:

A vision and mission statement

Core

values

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You need three things:

Business

and

marketing

plan

Core

values

A vision and mission statement

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ORGANISATIONAL

STRUCTURE

@blagman

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Kill silos

Action: Simplify complicated

internal organisation charts and

kill silos.

HR / INTERNAL

TEAMS

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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

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Lunch and learn sessions

Action: Hold lunch and learn

sessions with people who write

your online and offline content.

MARKETING

TEAM

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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

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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

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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

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The art of listening in

Action: Spend time with

customer call centres and find out

the most common questions. CUSTOMER

SERVICE /

QUALITY

CONTROL

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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

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COMMUNICATION

CHANNELS

@blagman

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Internal newsletters

Action: Seek out stories and

share them through internal

newsletters and intranets that fit

the values you want to promote.

ALL

EMPLOYEES

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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

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Listen internally

Action: Share internal content

externally on your website and

others. ALL

EMPLOYEES

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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

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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

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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

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Listen internally

Action: Share internal content

externally on your website and

others. ALL

EMPLOYEES

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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

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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

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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

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Think internally

Action: Build external messaging

around your marketing plan and

understand explicitly what the

road ahead looks like. MARKETING

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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

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ALWAYS LIVE

THE VALUES

@blagman

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Always mention a value

Action: Include at least one value

in every internal communication.

ALL

EMPLOYEES

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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

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Educate and inform

Action: Use eLearning platforms

to walk employees through the

values in real life scenarios. ALL

EMPLOYEES

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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

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Recognise success

Action: Recognise success

internally that matches your

values with awards / awareness

and ask for suggestions. ALL

EMPLOYEES

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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

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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

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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

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THE BIG

TAKEAWAY

@blagman

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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.

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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

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Thank you, any questions?

Mike Essex Marketing Manager Email: mike.essex@petrofac.com Twitter: @blagman

Image Credit:

Cover - Jason Ford/Heart.