As business leaders, we’re largely accustomed to funneling sizable budget dollars into our marketing departments. That’s how we identify and gather new leads that sales can then convert into customers, right? 

But what if I told you that your internal marketing is just as important as external marketing when it comes to meeting your company goals? Would you think I was crazy?

Well, crazy I may be but the fact is internal marketing is crucial to driving lasting business growth.

I’ve seen many businesses pay lip service to the idea that employees are important ambassadors of the brand, but when it comes to investing time and budget into your organization’s internal marketing, that kind of talk can dry up quick. Why is that? After all, your employees are the ones who will manage the customer experience across every touchpoint. Your employees, it could even be argued, are your brand.

But if employees are your brand, and they manage all of your customer interactions, shouldn’t they also by necessity become the first audience that you need to persuade? If your employees don’t believe in your brand mission and are unaware of your goals, it seems highly likely that they won’t be able to help you meet either one.

So what can you do to ensure your employees are ready to help you meet your goals? Yep, you guessed right. It’s internal marketing.

Internal Marketing Strategies

Below are just a few of the internal marketing strategies that can help your business succeed:

Share your goals, and make sure employees understand their role in achieving them.

Engaged employees are prime candidates for brand advocacy. One important way you can make sure your employees are engaged is to show them how their role contributes to the overall success of the organization. Share your mission and your values, and provide the necessary context so they can see how much they have to contribute to each. 

Give them a brand experience they’ll want to share.

As a consumer, you wouldn’t recommend products or services that you haven’t personally experienced, would you? The same holds true for your employees. Share your products and services with them, give them the space to kick the tires and test whether the experience lives up to the promise. Provide a working environment that makes them feel like the very valuable assets they are. 

Provide space for employees to contribute their voices.

To truly create a lasting bond, it’s important to provide space for employees to contribute. This could be as simple as asking for feedback on a product or service, or empowering employees to share their experiences on social media as full brand ambassadors. The main goal is to ensure employees feel connected and part of your brand. In doing so, they will be more likely to fully commit themselves and in doing so help you meet larger business goals.

There are many opportunities available to businesses that are ready to invest in internal marketing. By doing so, the organization provides a real-world connection that allows employees to truly ‘get on board’ with larger organizational goals and reinforce your brand’s values to the world at large. 

By providing employees with their own space in the larger picture of the organization, internal marketing creates more engagement and greater employee retention, ensuring your customers get to enjoy interactions with engaged experts at every step, thereby providing a more inviting and persuasive experience for all. 

Are you ready to improve your internal marketing but not sure where to start? Talk to one of our experts today to discuss your goals, define metrics for success, your messaging objectives, and find a distribution strategy that makes the most sense for your business.

About the Author

  • Kathleen drives Outlier's marketing communications strategy. She covers topics related to content strategy and content marketing and is only a little embarrassed to admit how many show tune lyrics she knows by heart.