What is Internal Marketing? The Inside Scoop

If you’re a marketer like me, you’re constantly looking towards the outside. No, I don’t mean daydreaming and gazing about your office window. I’m talking about thinking about the next big marketing initiative that will get your brand in front of thousands of people. Whether it’s a viral video or a new outreach tactic, we’re constantly thinking about how to bring people from outside our influencer circle and create brand awareness. Unfortunately, we forget to consider the internal part of marketing. “What do you mean internal?” Well, I’m talking about your employees. So, what is internal marketing? Below we’ll go over what it is, and why it needs to be an integral part of your marketing initiative.

What is Internal Marketing?

If you’ve read any of our previous blogs, we talk about the importance of finding the correct candidates. Making sure you’re portraying your company in the correct light to find the right employees is crucial. However, what about when it comes to keeping those employees all on the same page? You remember that iconic scene in the movie Braveheart, don’t you? William Wallace gives an impassioned speech to get his army all on the same page. Well, that’s actually a good example of internal marketing. We don’t expect your employees to head into a battle, but it is important that they’re all on the same page.

The theory of internal marketing is that customers’ attitudes toward a company are based on their entire experience with that organization, and not just with the products. Thus, everyone who has any contact directly or indirectly with the customer helps to shape that customer’s experience. Ideally, internal marketing should be seen as being the integrated internal management of all those activities that directly and indirectly provide satisfaction to your clients.

Tips For Internal Marketing

Now that we’ve answered the question “what is internal marketing,” let’s take a few moments to go over some tips for implementing an internal marketing initiative.

Make Things Personal

One way you can answer the question “what is internal marketing” is to point to your relationships with your employees. A big part of internal marketing is making sure your team feels welcome. One of the best ways to personalize the process is customizing the intranet. Most HR platforms will allow you to customize the time-off request portal, benefits, and simple interactions with the program. Even a simple email to your employee from their supervisor can bring a personal element into an often-sterile process.

Keep It Organized

It’s no secret that there can be a ton of paperwork that goes into the hiring process. Not only that, but with expense reports, review documents, and other important forms, it can be easy for things to get lost in the shuffle. One thing you should consider is an organized folder on your company’s server. This will give your employees access to the appropriate documents and it provides a place where all documents are organized. One of the biggest hurdles to tackle when dealing with internal marketing is making sure everyone can easily access the documents they need.

Get Feedback

So, what is internal marketing again? Well, one definition of it is the ability to properly communicate and achieve goals within your company. However, how can you improve on the process if you don’t receive feedback? That’s why one of the best tips we can provide you is to get as much feedback as you possibly can! You can even use your intranet system or an anonymous submission tool to get unbiased feedback. Being transparent and showing your company is open to suggestion will create a stronger sense of trust within your company.

Do you have any other tips for successful internal marketing? If so, comment them below!