Internal marketing is an activity to promote a company’s vision and goals within the organization regularly. The idea behind internal marketing is to earn the enthusiasm and loyalty of employees by creating an emotional connection. Employees feel more in-tune with the brand by engaging in internal marketing activities. Employees that believe in the brand feel more motivated, communicate well with clients, and become brand ambassadors on every platform. The theory of internal marketing revolves around the attitude customers have with a business or an organization. Hence, everyone involved in the organization directly or indirectly shapes customer experience. Customer satisfaction depends on the performance of the company’s workforce in every manner.
Importance of Internal Marketing
Internal marketing’s importance lies in the fact that it creates an understanding of organizational vision and disciplines. Companies dedicate time and money on branding exercises to promote the company to the outside world. However, when the customers experience the company personnel is not in sync with the product sold, their satisfaction level diminishes. Internal marketing is a way to bring every employee on the same page and portray the same to the outside world. The activity brings everyone closer to the organizational goals to improve engagement and morale.
When considering internal marketing activities, take the company environment in focus. Various factors can influence the design and implementation of internal marketing ideas. Every company has a different environment and culture that includes management style, communication methods, employee engagement tactics, morale, skills, etc. All these factors influence the way internal marketing revolves inside the organization. As a precaution, companies should realize that copying internal marketing strategies from other companies is not a viable option. Because every organization has a different environment, its internal marketing technique should also differ from others.
Standard Techniques of Internal Marketing
As mentioned above, internal marketing techniques have everything to do with informing and educating the employees. Primarily, the HR and training teams carry out the activities. These techniques include:
- Motivating employees with company goals and having reward systems such as Crystal Awards to boost employee productivity
- Allow open dialogue systems to encourage employee input and incorporate policies of the leadership
- Improving and nurturing communication and collaboration
- Ensuring that employees know their roles and contribute accordingly
- Opening product and service information to employees so they can pass it to clients effectively
The strategies of internal marketing have now expanded beyond the concept of product selling. Now internal marketing relies more on the knowledge of employees and their portrayal of an organization. Employees that feel more connected to their brand give a better insight to clients.
Employees are the most overlooked resources in a business or organization. Especially in B2B companies, generation of leads and closing a deal is a challenge. Today, having your brand known to the world is becoming more difficult. Companies have started to pump out content online to make their presence known.
Studies have shown that more than 70% of buyers conduct their research before making any purchase decision. Hence, a seller needs to have complete knowledge and idea of what they sell and convince their customers. For a practical fulfillment of sales funnel, internal marketing is a necessary aspect to create employee engagement. Consider employees as the most critical resource that can bring everything in–line and bring in business. The company hires employees for the skills and qualification and bringing those closer to organizational goals.
How Internal Marketing Boosts Engagement
1.Bringing Employees Closer to Organization
Internal marketing bridges gaps between marketers and employees for a better understanding of core business values. Employees support an all level branding by having information and connection with brand goals and guidelines. It happens when marketers give relevant content and information to employees and facilitate their sharing.
2.Builds a Connection Between Buyers and Sellers
Companies conduct business by having customers on their side. Customers approach business when they have a good experience and support. Internal marketing equips employees with the necessary tools to convince and satisfy their customers. Employees make an emotional connection with the product or service that they share with their customers. In this way, a relationship establishes between the sellers and buyers that results in a successful business.
3.Trust Among Employees
Internal marketing creates an atmosphere of trust between employees to have a shared vision within the whole organization. Internal marketing hits employees in five key areas: sharing knowledge, facilitate innovation, problem-solving, conflict resolution, and employee engagement.
4.Implementing Internal Marketing
Various studies and practices create a sense of development in an organization. Taking examples from companies like Microsoft and Apple gives an idea about designing internal marketing strategies for employees. Use in-house communication, blogs, newsletters, and other ways to promote inner trust among employees. Implementing internal marketing also eliminates propaganda and other doctrine issues that affect organizational culture. A concise and straightforward plan benefits an organization in every sense.
Internal marketing is an exciting aspect that creates a lasting impression on employees and customers alike. Customers like to make an informed decision regarding their purchase, and employees have to give them confidence. When employees believe they have the necessary motivation, they become more loyal to their organization. Today, internal marketing has expanded beyond HR practices into a program of its right that needs everyone’s total commitment to the organization for successful implementation.