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Internal Marketing Strategies

By 17 March 2024April 30th, 2024No Comments
internal marketing strategies

9 Internal Marketing Strategies to Prioritize this Year

Did you draft strategies to communicate your company’s mission to your employees? It is what internal marketing is about—helping them become brand ambassadors who understand your product and value customers! Your internal marketing strategies should revolve around your employees and teams. The more they like the organization, the higher the chances of it getting successful!

internal marketing strategies

Their involvement and commitment directly impact the brand’s performance. Hence, you must take the initiative to keep employees in the loop, respect them, and cultivate a positive company culture.

We discuss many internal marketing campaigns below, with their examples and benefits. These ideas can help you improve employee engagement and boost performance!

Internal Marketing Strategies: Meaning

Internal communication means you sell your brand to one of its primary stakeholders: The employees!

It allows businesses to promote their product updates, values, views, and personnel changes to employees. This internal marketing plan lets them boost retention and work productivity.

Also, it leads to better customer satisfaction because happy and content employees can serve your clients better!

Help employees become brand advocates and speak highly of your firm by improving internal correspondence. Ensure you fulfill their needs and offer a positive working environment.

Though you might think about customers when “marketing” pops up, internal goals differ. Employees want organizations to treat them as humans and communicate their mission and values!

Hence, leverage modern marketing and let employees feel appreciated within the firm. It helps you sell from the inside, get more customers, and boost your company’s reputation.

You can curate one internal marketing strategy at a time to test its effectiveness and measure results. Then, experiment with more plans to check which one works better!


Benefits of Internal Marketing Tools

Here are the primary benefits of using internal marketing ideas for your firm:

Higher Employee Retention Rates

Through successful internal marketing, employees receive consistent reminders about the advantages of being part of their company. They can be abreast of opportunities for professional development and feel encouraged to advance within the organization.

When employees cultivate a sense of pride in their work and envision growth opportunities, they are likelier to remain with your company for an extended period and exhibit enhanced performance.

Better Working Environment

Employees help start and grow organizations. Hence, you must make them feel appreciated and that they are a part of the family.

Hence, use an internal marketing campaign to communicate your brand’s visuals, missions, and beliefs to help them relate to the company.

Higher Employee Advocacy

Actively involved employees find greater job satisfaction and exert better engagement levels. It is a significant advantage of implementing an internal marketing strategy.

A successful internal marketing approach fosters employee engagement by presenting a distinct and captivating vision of the company's mission. Whether achieved through effective communication strategies or compelling internal storytelling, employees develop a profound sense of purpose within the organization.

When employees comprehend and are motivated by the organizational objectives, their performance in their respective roles tends to excel. Furthermore, their belief in the products they endorse to customers enhances the employee experience and customer satisfaction.

Effective internal marketing strategies help heighten employee engagement and overall organizational success.

Decreases Staff Turnover

An internal marketing plan lets you cultivate trust and loyalty among your employees. You can achieve it through educational initiatives—a blend of marketing messages designed to enlighten them about their roles and the services/products they offer. The underlying idea is that the more knowledge they possess, the more self-assured they become in articulating it to external audiences.

An extensive advantage of this internal marketing campaign is the development of a cohesive working culture, where a collective of individuals works harmoniously toward a shared objective. It significantly impacts employee turnover, as individuals dissatisfied with their organization's culture are likelier to resign.

Improved Customer Satisfaction

Every company shares a fundamental objective: to deliver the finest product or service to its customers. It was failing to do so risks losing customers to competitors, resulting in a loss of revenue.

Employees contribute to a more impactful and customer-focused external communication strategy by comprehensively understanding the customer's exact problem and offering a tailored solution.

Internal marketing strategies are crucial in conveying your company's vision to employees. You establish a more emotional connection between employees and your brand by narrating the story behind your product and explaining the reasons for its creation.

This emotional tie can be effectively communicated to the external world, particularly those in sales or customer support.

For instance, a customer support agent, aware that the product should assist sole proprietors with their accounting, can incorporate this information into sales messages. It allows them to exceed specific expectations for customers falling within that specific category.

Also Read: School marketing strategies and best practices

How Are Internal Marketing Strategies and Best Practices Changing?

Internal marketing strategies are not a novel concept, having existed since at least the 1970s. Most companies recognize the necessity of internal marketing communications to keep employees abreast of crucial developments within the business.

Traditionally, companies have employed lengthy CEO newsletter emails, intranet posts, and unexciting product update announcements to fulfill internal marketing efforts. Internal marketing was often an afterthought, a checkbox on a growing to-do list.

However, employees tend to disregard or overlook internal communication that lacks interest or relevance to their daily tasks. Therefore, fostering and sustaining a positive culture requires something more.

An internal marketing campaign must match the professionalism and engagement levels of external marketing. The increasing significance of proactively marketing within the organization stems from various cultural and workplace shifts:

  1. The ability for people to work from anywhere, coupled with prevalent job hopping, results in reduced attachment to specific jobs. Without effective internal marketing, these trends lead to elevated employee turnover and increased recruiting, onboarding, and training expenses.
  2. The continued growth of remote work poses challenges in engaging employees meaningfully and establishing/maintaining a cohesive culture.
  3. People today are busy and lack the time to spare on internal messaging that is dull or irrelevant to them.
  4. Technology is evolving to address these challenges and provide internal culture, human resources, and marketing teams with more effective internal marketing strategies.
  5. Many employees possess substantial social followings, some even surpassing the brand's reach. While this presents a significant business opportunity, leveraging it requires proactive efforts.

For today's internal marketing to be effective, it must prioritize the audience (employees), craft a narrative that resonates with their interests, reach them where they are, and captivate them with compelling copy and visuals. Improved technology, including internal communications tools and digital storytelling platforms, makes this endeavor more achievable.

What Are the Best Internal Marketing Examples?

Internal marketing examples involve educating employees about their company’s history, vision, and goals. They include

  • Telling your employees what you aim to achieve in the coming years,
  • Allowing employees to participate in decision-making and accepting open dialogue conversations without defending existing policies,
  • Asking them to provide their honest opinions about your products and
  • Appreciating and informing them that their contributions and work matter.

However, your internal marketing strategies should be more than appreciation efforts and conversation starters for employees. They should enable you to convert the entire workforce into a broad marketing and sales department.

Employees must stay informed and prompt throughout their operations.

9 Best Internal Marketing Strategies to Use This Year

Here are some of the best internal marketing campaigns for your reference:

1. Include Internal Communication Everywhere

Due to its frequent neglect as an afterthought, internal marketing often faces a significant drawback: it tends to be ad hoc and haphazard. In the absence of a well-defined strategy or emphasis on internal marketing, communication may not occur as regularly as necessary, even with the best intentions, and you can easily overlook it.

The remedy lies in recognizing internal marketing campaigns as an integral component of every undertaking by the marketing team. For instance, whenever a new product update email reaches customers, a corresponding internal-facing asset should also be disseminated to employees.

2. Measure Results and Gather Employee Feedback

Like any marketing endeavor, it's crucial to assess the effectiveness of your internal marketing and the outcomes it generates. Given the uniqueness of your employees and company—defying a one-size-fits-all approach—it becomes essential to discern what strategies are effective and what is not.

Numerous methods exist to gauge the impact of your internal marketing initiatives, and one of the simplest is the Employee Net Promoter Score (eNPS). This metric operates on the same principle as the NPS surveys employed by your marketing or customer support teams to evaluate customer sentiment.

You can easily observe and communicate the outcomes by assessing eNPS before and after implementing new internal marketing strategies.

Today, internal marketing directed at employees is equally significant to marketing aimed at customers. It confronts parallel challenges, such as maintaining audience engagement and articulating products and missions in straightforward yet inspiring ways.

Fortunately, with the technology at our disposal today, including digital storytelling platforms like Shorthand, every company can harness the potential of employees to become their most effective brand advocates.

3. Organize and Plan Your Ideas

When reaching out to customers through advertising, each ad forms part of a broader campaign, and each campaign contributes to your overall marketing strategy. Similarly, nothing in internal marketing campaigns should be a standalone effort.

Every employee's communication and interaction with a leader or HR should be an intentional part of an overarching strategy.

Moreover, an individual must be responsible for owning and overseeing this strategy—the person ultimately accountable for internal marketing. Given the numerous department heads, executives, and teams engaging with employees, a cohesive internal marketing strategy is challenging without a dedicated owner.

Translate this strategy into a comprehensive internal marketing plan, outlining specific campaigns with distinct marketing goals, metrics, and reporting mechanisms.

4. Start From the Start

Effective onboarding employs internal marketing campaigns to promptly familiarize new team members with the product, brand, and mission. It extends beyond task-oriented learning to instill enthusiasm and commitment to the company's brand and mission.

Internal marketing plays a crucial role in achieving this goal. While traditional onboarding typically concentrates on helping employees grasp specific job tasks, this approach is no longer sufficient. You must quickly integrate into the work environment when introducing a new employee to the team.

Motivate them to articulate the brand, mission, and product in their own words. If their interpretation does not align with expectations, explore ways to enhance your onboarding process to better align with your internal marketing strategy.

5. Use Your Products or Services

Always use your in-house brands and encourage others to do the same. Why? This practice transforms your employees into customers, enhancing their understanding of your external customers. It also brings employees closer to what your company creates and sells, turning them into more effective ambassadors for the brand.

Collaborate with leadership to ensure your product or service is accessible to employees under internal marketing strategies.

While complete and unrestricted access might be impractical or unattainable in some cases—consider Airbnb, which cannot provide unlimited free stays to its employees—find a suitable compromise. For example, offering a limited number of free stays per year could be a feasible solution. Determine what aligns with your circumstances.

6. Take Advantage of Opportunities

Many individuals need more patience for change initiatives, and exercises related to branding and visioning are no exception. However, during specific pivotal moments, particularly when a company faces significant challenges or undergoes substantial changes, employees are more inclined to seek direction and be relatively open to these initiatives.

These junctures can generate positive energy, fostering enthusiasm for new programs or unproductive speculation and gossip. Therefore, these turning points are opportune moments for launching an internal branding campaign. Managers can positively guide people's energy by clearly and vividly articulating what distinguishes the company.

The internal marketing strategies initiated without the momentum generated by such moments often fail.

In the absence of a natural turning point, managers aiming to enhance the brand internally may need to orchestrate such a moment, possibly by introducing a new marketing strategy.

7. Integrate Internal Marketing Into External

Employees must receive the same messages that you communicate to the external market. However, a mismatch happens between internal and external communications in many companies.

This inconsistency can lead to significant confusion and jeopardize employees' perceptions of the company's integrity. When management conveys one message while the public receives a different one- employees may feel conflicted.

For example, a health insurance company claimed in its advertisements that patient well-being was its top priority. However, internally, employees knew their primary objective was to boost stock options' value through cost reductions.

Similarly, a major financial services institution informed customers of a shift from being a financial retailer to a financial adviser. However, a year later, research indicated that the customer experience had not changed.

This discrepancy arose because company leaders failed to effectively communicate and sell the internal changes, resulting in employees continuing previous transaction-based behaviors rather than adapting to their new adviser role.

While facilitating employees to meet customer expectations is crucial, it is not the sole justification for aligning internal and external messages. Another significant reason is to propel the company towards achieving goals that might be unattainable otherwise.

8. Establish Emotional Connections By Taking the Initiative

The objective of an internal marketing campaign closely mirrors that of an external campaign: to establish an emotional connection with your company that surpasses any singular experience. In the case of employees, this connection should influence how they approach their roles, even if their duties do not involve direct customer interaction.

The aim is to encourage them to hold the brand vision in their minds, contemplating whether each decision aligns with supporting the brand. Achieving this involves a process similar to cultivating connections with external audiences.

You must strategically plan and execute a professional branding campaign to introduce and elucidate the messages. Reinforce them by integrating the brand into the very fabric of the company. Target these messages toward every employee's “touch-points,” or the everyday interactions that shape individuals' experiences within the workplace.

A professional internal marketing plan is how it implies—a campaign akin to consumer branding efforts. It follows a series of stages, commencing with research and progressing through a communications strategy to persuade employees about the merits and credibility of your brand.

The responsibility for designing and implementing this campaign should lie with the marketing department.

Advertising professionals possess the requisite skills and comprehend the context surrounding the external campaign to align the internal marketing campaign with the external campaign.

9. Use Social Media and Content Marketing to Your Benefit

In the past, unless you enlisted a celebrity spokesperson, it was likely that your brand could reach a broader audience than most of your employees. Today, many employees have substantial social media followings—and you can leverage those audiences through internal marketing.

Your initial step involves engaging employees to encourage them to discuss the company on social media.

The subsequent step is to assist them in doing so effectively. Provide coaching to employees on articulating your brand online and the process for them (such as ghostwriting social media posts that they can easily copy and paste).

Thirdly, ensure that your most involved employees remain deeply connected to your external marketing strategy and brand message. Convey the importance of their role in the process and consistently acknowledge their brand advocacy through internal communication channels like Slack.

While some companies opt for incentives to encourage participation, building an authentic partnership with your team is generally more effective than relying solely on incentives.

How Can PostGrid Help Boost Brand Advocacy Through Internal Marketing Strategies?

Your HR department can use PostGrid’s direct mail API to send printed postcards, letters, and other correspondence to employees.

You can send compliance notices, product updates, launch details, circulars, and more via our automated mailing solutions.

The best part is you can send one or a million items simultaneously without any slowdowns or glitches.

We also offer address verification, mailing list compilation, real-time tracking, and other features to businesses in different industries. Hence, you can add value to your internal marketing strategies by adding PostGrid to your CRM and improving employee correspondence!

Sign up here to see how our API can help you send high-quality mailers for your internal marketing campaign and boost employee productivity!

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