Businesses spend an exorbitant amount of time and money, selling their products and services to customers. After all, this is what keeps the revenue flowing and drives business growth. But a critical aspect of marketing that many businesses overlook is marketing to their employees. Business owners should view their employees as the best and most-accessible advocates for the business’ products or services. As the primary ambassadors of the business, they must have a solid understanding of the organization’s mission, vision, values, and goals to project this in everything they do.

Why Internal Marketing Matters

When employees truly believe in the business, and what it is selling, they become more engaged, provide higher quality service, and are often more satisfied with their jobs. Plus, they become brand representatives and advocates of the business when speaking with others. Whether interacting with family, friends, clients, or people they have just met, they can proudly and confidently promote the business and what it stands for. They can talk about what makes the products or services so great, reliable, functional, convenient, or whatever the benefits may be – its unique value proposition.

Internal marketing also plays a key role in attracting and retaining top talent. Not only can HR departments enhance their recruitment efforts by advocating for why the business is a good place to work, but employees can do the same and drive referrals. They’re more likely to encourage others to work there if they enjoy it themselves.

Creating an Internal Marketing Program

Now that you understand why internal marketing is important, it’s time to develop an effective plan. Decide who will lead efforts in educating employees, creating materials, building a strong culture, and providing consistent communication. This is not a one-person or one-perspective job. Consider creating an internal marketing team that includes both employee leaders and management.

  • Gauge current knowledge. Find out what employees already know and think about the business. Develop a survey where they can rank their understanding of the organization’s mission and vision, its value proposition, and its products/services. Ask about whether they believe in the mission, if they use the business’ products/services, and if they would recommend the business to others. Asking questions on the front-end will provide the answers that focus your efforts in crafting materials and training.
  • Develop education and training opportunities. Invite employees to attend meetings and open forums to discuss what is happening within the business, as well as the future goals. Offer training sessions for new products or services where they can ask questions, provide feedback, and try out products themselves. Distribute a monthly newsletter with updates, statistics, opportunities, and fun facts.
  • Make information readily available. Have an internal webpage that employees can use as a resource when they want or need more information. Use videos and graphics to increase engagement and present content in a meaningful way. Post the latest updates on changes within the organization, the launch of new products/services, and how the business is performing against its goals.
  • Leverage social media. Make it easy for employees to share press releases, product information, new developments, and external marketing initiatives with their connections through the business’ approved channels or platforms. Keep the business’ social media pages updated and encourage employees to like and share content. However, ensure that there is a social media policy in place to protect the organization’s online reputation and set guidelines for employees’ online activity.
  • Keep going. Internal marketing is not something that is ‘once and done.’ It should be ongoing. Integrate messages into daily meetings, monthly trainings, and business communications. Building employee engagement and support is something businesses should always be striving to do. If efforts become stagnant, a lot of momentum can be lost.

Every single employee from the custodian to the administrative assistant to the CEO should know what the business’ brand stands for and be able to speak positively about it (and want to do so). Having a strong internal marketing plan is just as important as the external marketing plan.

Start creating a strategy that transforms employees into natural ambassadors and advocates for your business by partnering with YGL Enterprises today. You’ll receive guidance tailored to your organization, its goals, and its employees to help you be as successful as possible. With YGL Enterprises, you get a focused strategy that leads to realized marketing solutions.