When you think of marketing, what comes to mind? If you see glimpses of social media, branding, and email, you’re right. But, marketing covers a wide range of channels. And, within the marketing industry, there are several different types that reach various audiences and goals. One type of marketing that companies overlook all too often? Internal marketing.
Marketing internally, to your own employees, is crucial in the overall success of your business. In this article, we’re going to look at what makes internal marketing so important and what you can do to implement it into your everyday employee communications.
Why is it important to market to your own employees?
“But…our employees know what we do, so why would we spend resources marketing to them?” you might think. That is a completely logical thought; however, your employees likely have a limited view of what you do, why you do it, and why it’s important. They know what goes on in their department and with their own team, but without regular communication, your company’s brand will not be front-of-mind.
Company-wide team meetings are effective, but many businesses hold these only once per quarter, once every six months, or even once per year. It’s vital to communicate with your employees in between those times so that they can speak to your values and capabilities. You want your employees to be positive and effective representatives of your company that will be excited to share your mission and help you grow.
5 Ways to Implement Internal Marketing
1. Hold consistent team-wide meetings.
Hold daily, weekly, or (at minimum) monthly company-wide meetings to keep your employees connected with each other and up-to-date on all things new for your business. Scheduling consistent meetings with your team allows your employees to rely on a dedicated period of time that they can tune in to learn about the company.
You can make the most of these meetings by sectioning out your goals into an agenda. For example, you can schedule time for social chatter, business updates, and new ideas. Whatever your goals are, you could mold your agenda to achieve them. These meetings are a great time to set the tone for your organization by frequently talking about your company’s values and mission.
2. Recognize employee contributions, collaborations, and successes.
We would venture to say that most employees need to feel included in your company before they can feel invested. To help them become invested, recognize employees or teams for a job well done whenever possible. Use your leadership platform as much as you can to highlight the good going on in your company and new opportunities for excitement, collaborations, and future successes.
Once they’re invested, your employees will be excited to share your story with their friends, family, and network. Those are the employees that you want out on the front lines marketing for your company through word of mouth. Help them feel good about what they’ve chosen to spend their days doing. When you do well, they’ll do well.
3. Utilize an intranet, project management software, or social channel.
The more connected your employees are, with each other as well as with your leadership and company, the more they will understand your processes and can relay your messaging. You can enhance employee productivity and connection by supplying them with channels to track their work and easily collaborate. The Green Apple team uses Basecamp for this reason along with daily chats on Zoom.
4. Show new work to employees before it goes live.
Don’t let your employees be blindsided by new information. Share projects with your team so that they can speak to every part of their company’s efforts. Larger companies may struggle with this, but even just a high-level overview during one of your scheduled meetings will help to make your employees feel included.
5. Focus on orientation and then carry it through.
Educate your employees from the first step into their first day and then never stop—and we mean never. Even the highest leadership of your company needs consistent education and team building to wholly understand your messaging.
Your employees will undoubtedly encounter this question: “So, what do you do?” Think about how you want them to respond from the minute they start the job. Instead of something bland like “Uhm, it’s hard to explain, we do whatever our clients need for marketing,” you’ll want something like this: “Yeah! I work for a boutique marketing firm that helps unique brands tell their stories through a proactive marketing approach. Essentially, we make sure that companies communicate internally and externally in a way that tells their story. Look at this awesome site we created!”
We can help you create an internal marketing strategy that will boost employee satisfaction and improve brand awareness. Contact us to schedule a consultation!