Does increasing your profitability by 21% due to getting your employees more engaged sound nice?

When your workers don’t buy-in to your company’s goals, your production suffers. Just as with external customers, you need to continuously encourage your people to be passionate about what they do.

To this end, internal marketing is critical as it helps you consistently build an emotional bond between your employees and the firm they work for. Here’s a brief look at what in-house marketing is, why you should invest in it, and how to develop a sound in-house marketing strategy.

What Is Internal Marketing?

In-house marketing is a kind of outreach that focuses on promoting the firm’s vision, mission, and culture within the organization.

With in-house marketing, the idea is to connect your employees to the organization’s brand on an emotional level. You treat them as internal customers who, just like your external customers, regularly need to be reminded of what the firm stands for.

As such, all the tools and strategies you will employ will focus on landing that plane.

The Advantages of In-House Marketing

Since in-house marketing is focused exclusively on your employees, it impacts them in several different ways that can be of benefit to the overall organization.

1. Getting Buy-In From Both Sides

For internal projects to sail through successfully, you need to get buy-in from the leadership. When the leaders are on board, it is much easier to get support such as funding and approvals that keep the project alive.

Similarly, you also need to get buy-in from the other side of the organizational fence — the employees.

Sure, you can just lay out a directive, and your people will need to follow them through. The downside of such an approach, however, is that they won’t be engaged. They will not see the project as their own, and that inevitably leads to a more inferior level of output.

In-house marketing helps foster the bond between the firm and its staff. It fosters a feeling of ownership for any initiatives, which leads to better outcomes.

2. Better Customer Experience

In-house marketing has a direct impact on how memorable (or not) your customer experience can become. There are two ways in which excellent in-house marketing can help deliver outstanding customer experience.

First of all, employees who are highly engaged in what the firm is doing tend to be enthusiastic about their work. That enthusiasm not only runs within the internal operations but also spills over to your customers.

Thus, it will not be uncommon to find your customers returning to you for repeat business. The positive experience they encountered the last time around keeps drawing them back and helps you develop a competitive edge in the market.

Secondly, in-house marketing helps your staff know what’s happening within the organization. Whether it’s understanding the current strategic objectives or future goals, your employees will have insight into where the firm is and what it plans to do in the future.

That can help your team serve customers better as they will have all the information necessary to meet your clients’ needs comprehensively.

How to Create a Strategy That Sells the Brand Internally

If you want to market internally successfully, you need to develop a plan that can show you what’s working and what’s not. Let’s look at some elements of your in-house marketing that can help you get the ball rolling.

1. Get the Right Team for the Job

In-house marketing will typically fall under the purview of the human resource (HR) team. However, that may not be the best strategy as most HR professionals are well versed in informing and not selling.

A better approach would be to look for several employees from across the board who have a knack for selling and storytelling. Ensure that these team members know your brand inside and out and are passionate about it.

With the right support from management, you can leverage their skills to connect the rest of the employees to your company’s DNA.

2. Check the State of Your Current In-House Marketing

Do you have any pre-existing in-house marketing strategy? If so, how big is the variance between its intended objectives and realized outcomes?

Whether you have been marketing internally or not, you should run an anonymous survey among your team to gauge the existing brand perception. With that information, you will be better placed to identify your weak and strong points.

You can then design your strategy moving forward to address the weak areas you’ve uncovered and build on your strong points.

3. Connect External and In-House Marketing

The power of in-house marketing unlocks when your team hears the same message as what you send out to the market. Matching external and in-house marketing becomes essential in getting your employees aligned with the firm’s objectives.

If you fail to align these two types of marketing, you will find the morale of your employees dipping.

Create open forums and training sessions to give your team a safe space to share their ideas. That enables them to speak as one regarding the firm’s objectives while still giving it their personal touch, which builds buy-in.

4. Bring the Brand to Life

Once you know the direction your in-house marketing messaging should take, you need to bring it to life for your team. Create materials that will help infuse the brand vision in their minds regularly, just like you do with external customers.

For example, placing your internal messaging strategically in the office space is one of the best uses for a retractable banner stand. As your team goes about their day, they get to see what your firm stands for time and again. With time this becomes embedded in their thinking and thus influences how they do their jobs.

It helps to consider this a professional branding campaign for your workplace. Thus, whatever medium you choose, it will need to be present at critical staff touch-points if it’s to have an impact.

Bring Your Employees Closer

How engaged your employees are directly impacts how well your business does. You need to regularly bring your team closer using internal marketing as a way to emotionally bond them to your firm. Treat your employees as you do external customers, and their job satisfaction scores will shoot up, along with your productivity.

Do you want to learn about how to best run your business? Check out more of our business content for tips and ideas that can help do just that!

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