Internal Marketing: Why It Matters To Your Company? 

Yes, it is needed! Many businesses place all of their efforts into external marketing, thereby neglecting internal marketing. It is essential to take control of internal marketing to expect results from external marketing as external marketing results are directly related to the target audience for internal marketing.

You want to sell the idea, describe the objectives, and paint a picture of dreams together with your team. Internal marketing is the most effective strategy here. Selling the idea pays off because successful internal marketing gives staff a holistic view of the superiority of the product or service compared to competitors.

What is internal marketing?

Employees are the backbone of a company. So it makes sense to target marketing efforts at them. The term “internal marketing” is used in this case. So why do we need to target marketing at staff? Isn’t it enough just to inform them internally?

The company’s results are closely linked to its staff - an important target group for marketing since they also need to be convinced of its values and activities.

If staff does not believe in the values and activities of the company, how can they communicate these values to potential customers when doing external marketing or when meeting customers, for example, in a customer service situation?

Result-driven internal marketing motivates employees.

Internal marketing motivates people to achieve results, to be enthusiastic, and to go above and beyond. Employees are simply not satisfied with boring, stiff information that doesn’t make their face twitch when they read it.

In other words, employees need inspiring marketing to get excited about their jobs and deliver excellent customer experiences. Internal marketing is the path to these results, just like external marketing.

Marketing your business is essential to all your staff: receptionist, office assistant, marketing professional, CEO - it’s everyone’s job.

Success in internal marketing also impacts the customer.

Internal marketing is crucial when customers are considering whether to buy from your company or a competitor. Today’s consumers are interested in the big picture - what kind of company you are, what values you stand for, and whether your staff believes in the company itself. Successful marketing can therefore make an indelible impact through the team directly on the customer.

Flashy websites and fancy visual identities won’t really matter if the staff doesn’t understand and embrace the company’s values. A lack of coherence will rapidly damage the credibility of the company and the work done on the brand.

Four reasons why internal marketing is important

1. A dollar invested in well-being at work easily brings back two.
2. If internal and external communications tell a different story, the company’s credibility as a whole can suffer.
3. Communication is a key factor for developing trust between an employee and their employer, according to more than 80% of Americans. Businesses with highly engaged employees can generate 21% more profit than their competitors.
4. The capacity for a happy workplace and effective internal communication is built when everything is going well. So act now!

Internal marketing or external marketing?

It’s not an either/or question - your business definitely needs both! In fact, internal marketing can be thought of as part of external marketing. Both internal and external marketing support each other.

A practical look at internal marketing

When it comes to effective internal marketing, the sky’s the limit! Once you know your team, you’ll be able to find a way of doing internal marketing that works for your staff. It could be something like:

• A joint team-building day.
• Interactive training sessions.
• Effective communication between employees and managers.

Need help with your internal marketing challenges? Contact us - we at Kubla are here to help and are happy to share our tips for effective marketing!

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