Every successful business has a well-developed marketing strategy. Marketing is usually focused on SEO, social media, ads…
However, have you heard about internal marketing, and do you know why it’s important for every organization?
Let’s find out.
What Is Internal Marketing?
Internal marketing is when you promote your product or service within the company. In practice, you are presenting the values of your business, as you would to customers, to your own employees.
The goal of internal marketing is to showcase how awesome your business is to your employees. This way, you motivate them to believe that the effort they put into their work really matters, and that they are creating something unique and meaningful.
Moreover, we’ve all had that job that seems devoid of purpose, and each working day feels like an eternity where no one in that company took the time to explain why the job you do matters.
Why Is Internal Marketing Important?
You might not think that internal marketing is that important, especially when compared to all other aspects of digital marketing like SEO, social media, etc.
In reality, though, things are a bit different. The internal part of marketing is crucial to your business, in terms of recruitment, employee retention, and company culture, to name a few.
Here are the benefits of internal marketing:
- Increases employee productivity. When workers realize the importance of their job, their productivity can increase immensely.
- Develops your company culture. Proactively reaching out to staff about company values can greatly develop the culture you want to see within your organization.
- Improves brand awareness. When your own people love your brand, that will undoubtedly reflect on the way people outside the company see it.
- Higher employee retention. Happy employees don’t leave their companies. It’s proven that internal marketing can account for happier employees.
- Better recruitment and hiring. There’s a higher chance of employees recommending the company to their friends, since happy employees are more likely to talk well about the company they work for.
- Enhanced customer service. Your customer service will benefit from employees that are aware of all the processes within your company, and know all the latest updates. Plus, when employees are genuinely passionate about the products and services they’re offering, people are more likely to respond positively to them and your company.
- Strengthens teamwork. Workers are more likely to collaborate with each other when they know what’s expected of them, and that everyone around them is in the same situation and has to follow the same rules.
Still don’t believe us? Here are some statistics that clearly outline the importance of internal marketing.
- The feeling of motivation comes when management shares regular updates on company news, according to 85% of employees.
- 39% of surveyed employees state that co-workers in their company do not collaborate enough.
- The biggest factor behind employee resignation is the lack of recognition.
- Just 15% of employees are actually engaged in their workplace.
Need any more proof why internal marketing is important?
How to Create an Internal Marketing Strategy
Your company still doesn’t have any internal marketing practices in place? No problem. Let’s find out how to start them from zero.
- Start with onboarding.
- Get everyone involved.
- Align internal and external marketing.
- Create company core values.
- Keep developing the process.
1. Start with Onboarding
The best time to begin your internal marketing process is during the onboarding of new hires. Let your employees know what your organization is all about right from the start.
Plus, you shouldn’t underestimate the importance of the first impression. Talk up your company to new candidates, highlighting all the benefits they’d enjoy if they became part of your team.
2. Get Everyone Involved
It’s important to make sure your message spreads across the entire organization, and every department. Whether it’s the developers, customers support or managers, everyone should be involved in the internal marketing process.
What’s more, it should be easy for everyone to get involved. One of the best ways to do so is by using social media since most people use it every day.
3. Align Internal and External Marketing
Another crucial aspect to look after is that both internal and external marketing follow the same values and convey the same message.
After all, it would be strange and rather confusing if you teach your employees one thing, and then present your brand differently to the outside world.
Whatever your marketing plans are, make sure to think about the internal side, too.
4. Create Company Core Values
Company core values are important. They are like the DNA of your company, and can make the difference between a corporation team with little ambition, and a highly-motivated and driven team that aims for the sky.
Some of the benefits of establishing company core values are better decision-making, customers with the same values, and improving employee communication and morale.
Here, at DevriX, our core values are always a big factor when hiring new workers, evaluating employee performance, and are ultimately a way of getting everyone on the same page, and ensuring we’re all aiming for the same goals.
DevriX Core Values:
- Never stop learning
- Own accountability
- Be a community citizen
- Evolve and adapt
- Burn with passion
5. Keep Developing the Process
Internal marketing is an ongoing process. Even if you’ve achieved a good level of employee engagement, teamwork, brand awareness, and so on, you shouldn’t stop making an effort towards strengthening your position.
Instead, evaluate your progress, and establish what you can further improve. Check if any of your current ideas and initiatives are resonating with the team, and make adjustments, if necessary.
Who Should Conduct Internal Marketing?
One question that’s probably going through your mind is regarding who exactly should be in charge of internal marketing activities?
Is it the marketing department, the HR team, someone else?
Yes. All of them.
While, the human resources department is the logical option for implementing internal marketing strategies, marketing could and should also be involved in the process.
What’s more, anyone who has good ideas and is enthusiastic about helping out should be given a chance. The more, the merrier, as Winnie the Pooh says.
Internal Marketing Examples
Here are some quick internal marketing ideas to inspire you:
- Excellent incentives, and salaries. Naturally, everyone wants to receive a decent and respectable salary. One of the best things you can do to motivate people in your company is to ensure good salaries, along with extra incentives.
- A positive and pleasant working environment. This one is even more important than great salaries. A nice working environment will make employees feel good, and therefore increase their productivity, engagement, and overall satisfaction with their job.
- Value and encourage employee suggestions. Another factor that really makes a difference is when you value your employees and their suggestions and would like to hear more of the ideas they have to share.
- Opportunities for professional development. Growth and development are key in almost every profession. No one likes to stay in the same place for years and years. Providing opportunities for professional development will motivate employees and let them know that they can advance within your organization.
- Internal games and work-life balance. Life is not just about work. We are not robots, we need some work-life balance, and fun activities give us the occasional and often needed break from work. It’s always nice to have a dedicated room or place in your office to relax and play games. A foosball or pool table, a console and TV, a library, sofas, and so on can be indispensable for your employees and help them regain focus while feeling good about the company they work for.
What is internal marketing?
It’s the process that can often make or break your business. Ensuring the best practices that include your employee’s mental health and well being will result in better employee engagement and retention.
Furthermore, not only will your clients benefit from higher quality of service, but a good work culture will make your organization run more smoothly and your staff will be more tight-knit and proud to be working for a company such as yours.
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I would appreciate the way you have explained the article. I know about internal marketing but I wasn’t aware of its importance. Thank you for sharing this detailed article. Will explore and make use of it!