Marketing to your internal target audience
All successful businesses have one thing in common: they keep the needs and wants of their customers at the heart of their operation. This really is a no-brainer. However, what successful businesses do differently is they recognise that there are two types of customers – the external customer and the internal customer. The way you market your business internally is just as important as your external marketing function. If you’re effectively engaging your internal customer, your employees will be the strongest brand ambassadors you could wish for. For small and big businesses alike, this is an audience you can’t afford to ignore.
Take a two-prong approach
There are two distinct, yet equally important, elements to internal marketing.
- The first element is communicating the marketing strategy and plan (this can be at a top level) and the key marketing activities that will support achieving your objectives. By taking your employees on the journey with you, they’ll be able to buy into the vision for your business, provide invaluable insight and feedback into your plan and be in a better position to support and integrate the overall plan in their respective roles. It’s also vital that your team is the first to know any exciting company news. Whether it’s a new product launch, a brand refresh or securing a new account, don’t underestimate the power of inclusion.
- The second essential part of internal marketing is to have an internal marketing strategy that consistently communicates with your team. This could include: a monthly newsletter, internal incentives / competitions and an internal poster campaign. This will provide both a channel to communicate the external activities and also a platform for empowering and creating a positive internal culture with effective communications.
Reap the benefits
Developing and executing a well thought-out internal marketing plan will deliver multiple benefits to your business including:
- A more engaged, empowered workplace and, in turn, increasing productivity
- An opportunity to gain invaluable insight to shape and strengthen external marketing activity
- A team of brand ambassadors who spread the word on the benefits and value of your business
We’ve recently worked with a few of our clients to develop and execute an internal marketing plan to complement their external marketing plan delivering all of the above benefits. If you’d like to chat about developing an internal marketing plan for your business, let us know email@example.com