As business leaders, we’re accustomed to funneling dollars into our marketing. That’s how we identify and gather new leads that sales convert into customers, right? But what if I told you internal marketing is just as important 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.

Your Employees and Your Brand

Many businesses pay lip service to employees as important ambassadors of the brand. But when it comes to investing time and budget into internal marketing, that kind of talk can dry up quickly.

Why is that? Your employees manage the customer experience across every touchpoint. Your employees, it could be argued, are your brand.

If employees are your brand and they manage all your customer interactions, shouldn’t they also be your first audience? If employees don’t believe in your mission or are unaware of your goals, it seems unlikely that they’ll be able to help you with 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 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 to ensure employees are engaged is to show them how their role contributes to the success of the organization. Share your mission and your values, and provide the necessary context to see how they 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 tried. The same holds true for your employees. Share your products and services with them. Give them space to kick the tires and test whether the experience lives up to the promise. Provide an environment that makes them feel like the valuable assets they are.

Provide space for employees to contribute their voices.

To create a lasting bond, it’s important to provide space for employees to contribute. This could be as simple as asking for feedback. Empower employees to share their experiences. The main goal is to ensure employees feel connected and part of your brand. They will be more likely to commit themselves and help you meet larger business goals.

Ready to Get Started?

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

Providing employees with their own space in the larger organization improves retention and ensures customers get to enjoy interactions with engaged experts at every stage in their journey.

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.