Founder EASTWEST PR and Host of the SPEAK|pr podcast
The Progress Shed ActionCOACH held a webinar with engagement coach and Engage and Grow founder Richard Maloney, and he shared four quadrants people find themselves in right now as people leading organisations. He said that on one axis, people either view coronavirus as the end of the world or as an opportunity to reset for growth. Across the horizontal axis, people either have no time, limited time, or infinite time. In the bottom left quadrant are people who feel lost and need to be rescued. In the top left are people who are fighters but need to be helped. In the bottom right are people who are victims and feel as if it is the end of the world, but are without a sense of urgency, and yet needed to be served in some way. Lastly, those in the top right quadrant see COVID as being a time to reset for growth and see themselves as having infinite time. In other words, they see themselves as getting reconnected with their core purpose and core values – those people are leaders.
This leads to a terminology that entrepreneurs can give to the three stakeholder groups: employees, partners, and customers. As previously mentioned, in the Edelman Trust Barometer, over 70% of employees currently feel as though they are ill-advised or not at all advised by their company. Richard also raised this number and how it leads to a lack of engagement, and so a large part an entrepreneur’s job is thinking about how to redefine the business and create engagement and key messaging for the team.
How to maximise Google Trends
It is also possible to use Google Trends to see which key terms and keywords are gaining popularity in certain industries such as those across YouTube or Google Shopping. Among those sites, Google Trends will show trends categorised by different subsets of dates or the number of search terms there are for a particular word or phrase. Since there is currently a great need for employee engagement, people should be looking for this term online; however, the search term "employee engagement" only has a fractional amount of search terms compared to "public relations."
KeywordPlanner.net is a site used to search a company name, industry, or product to see what the keywords that are being searched for are. This helps companies find words that can be used in online advertising, in headlines for PR press releases, and on social media. The average cost for the word "employee engagement" was $14.98, and the trend for people looking for that term over the last twelve months has not increased. "Internal communications" is only at 14,800 in terms of monthly search volume and cost value. If you had to try to buy the words "internal communications" for your marketing, it would only cost you $4.08 per thousand clicks through to your website, and employee engagement activities are down to 8,000. On one hand, though people aspire to have employee engagement; on the other hand, they are not searching for it online nor buying them as keywords. Actually, this then creates opportunities if you are in that space because there are some people looking, and the real estate is relatively cheap.
Why you should use Google Trends
Google Trends is an interesting platform if you have publicity and a business to build and run, because it helps determine whether there is interest in a particular keyword, whether it is rising or declining, as well as how it compares to similar products. It shows that data from search platforms across search, image search, news search, Google Shopping, and YouTube search is what people are actually looking for, and this can be broken down by region or city. The opportunity for planning PR or what social media may show is that certain trends occur and change by month rather than by season, and there’s also a content refresh that happens. Another survey found that when people look at blog content for a bicycle shop, content was seasonal since people consider buying bikes at certain times of the year, such as in spring or during Christmas when new bikes are being bought as gifts. Thus, a suggestion is to format the website or blog content according to seasonal interest based on what customers are looking for.