How to make every employee part of your marketing team (BrightonSEO April 2016) - Internal...
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Transcript of How to make every employee part of your marketing team (BrightonSEO April 2016) - Internal...
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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
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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
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Internal communications ensure your internal teams all act the same, as one unified team
UNIFIED
INTERNAL
TEAM
USER
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BEFORE WE GET
STARTED
@blagman
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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: [email protected] Twitter: @blagman
Image Credit:
Cover - Jason Ford/Heart.
