Internal marketing explained – best practices, costs revealed & how to get started

Last checked and updated on 1 September 2022

When it comes to marketing, most people think of campaigns that are aimed at customers and consumers. However, there is another type of marketing that is often overlooked: internal marketing.

This encompasses everything from communication within an organisation to employee training and motivation. In this article, we will define this type of marketing, discuss the benefits of working on this part of your marketing, and provide best practices for a successful strategy.

Internal marketing definition – what is it?

Internal marketing can be defined as “the process of aligning an organisation’s culture, values, and behaviors with its strategic objectives.” In other words, it is the process of making sure that everyone in an organisation is on the same page and working towards the same goal.


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Is it the same as internal marketing communications?
Internal marketing communications is a subset of internal marketing. It refers to the process of communicating with employees and ensuring that they understand the organisation’s goals and objectives.

Internal marketing examples

There are many different ways to approach this aspect of marketing. Some common examples include:

  • Employee training programs: This can involve anything from onboarding programs for new employees to ongoing training and development.
  • Employee communications: This can include everything from regular company-wide memos to internal newsletters and intranets.
  • Employee recognition programs: This can involve anything from formal awards ceremonies to more informal “employee of the month” type programs.
  • Employee engagement: This can include anything from organising company-wide social events to providing opportunities for employees to get involved in community outreach programs.

Benefits explained

There are many benefits to working on this aspect of your company’s marketing, including:

  • Improved communication: It can can help to improve communication within a business. This can lead to a better understanding of company goals and objectives, and help to ensure that everyone is on the same page.
  • Improved morale: When employees feel like they are part of a team and are working towards a common goal, they will be more motivated and have higher morale. This can lead to improved productivity and decreased turnover.
  • Improved customer service: When employees are happy and engaged, they will be more likely to provide better customer service. This can lead to improved customer satisfaction and loyalty.

Best practices for a successful internal marketing strategy

There are many different ways to approach this part of your marketing, but there are some best practices that all organisations should follow:

Define your goals and objectives

The first step is to define what you want to achieve with your internal marketing strategy. Do you want to improve communication? Increase employee engagement? Improve morale? Once you have defined your goals, you can create a plan to achieve them.

Get input from employees

It’s important to get input from employees when creating your strategy. After all, they are the ones who will be most affected by it! Ask employees what they would like to see included in the plan, and get their feedback on various aspects of the strategy.

Create a budget

Internal marketing can be costly, so it’s important to create a budget and stick to it. There are many ways to save money on this part of your marketing, so be sure to do your research before you start spending.

Evaluate and adjust

Once you’ve implemented your strategy, take some time to evaluate its effectiveness. Are employees more engaged? Is communication improved? If not, make adjustments to the plan until you achieve the desired results.

What is internal environment marketing?
Internal environment marketing is a type of internal marketing that focuses on creating a positive work environment. This can involve anything from improving communication to providing opportunities for employee growth and development.

How to write an internal marketing plan

If you want to create a successful strategy, you’ll need to start with a solid plan. Here’s how to write one that will set you up for success.

How to write an internal marketing plan

  1. Define your goals and objectives

    First, you need to clearly define your goals and objectives. What are you hoping to achieve with your marketing efforts? Once you have a good understanding of your goals, you can start to develop your strategy.

  2. Define your audience

    Next, you’ll need to identify your target audience. Who do you want to reach with this form of marketing? Keep in mind that this might be different from your external target audience. Once you know who you’re trying to reach, you can start developing your messaging.

  3. Develop your tactics

    Once you have your goals, target audience, and messaging sorted out, you can start to develop your tactics. What kind of activities will you use to reach your target audience? Make sure to choose tactics that align with your goals and target audience.

  4. Decide on your budget

    Finally, you’ll need to create a budget for your plan. How much are you willing to spend on activities like email marketing, social media, or events? Make sure to set a realistic budget that you can stick to.

Keep these tips in mind as you write your plan and you’ll be on your way to success.

How much should you spend on internal marketing?

The amount you should spend will vary depending on your budget and goals. However, a good rule of thumb is to allocate about 5 percent of your overall marketing budget to internal marketing efforts. This will ensure that you have enough money to invest in activities like employee training, communication initiatives, and event planning.

FAQ

What is internal marketing?

This is the process of aligning an organisation’s culture, values, and behaviours with its strategic objectives.

What are the benefits to working on your internal marketing?

Some benefits include improved communication, morale, customer service, and engagement.

What are some best practices for a successful internal marketing strategy?

Some best practices include defining goals and objectives, getting input from employees, creating a budget, and evaluating and adjusting the plan as needed.

How much should you spend on internal marketing?

There is no one-size-fits-all answer to this question, as the amount you spend will depend on factors such as the size of your organisation and the goals of your strategy. However, it’s important to create a budget and stick to it.

What is internal environment marketing?

Internal environment marketing is the process of creating an organisational culture that is aligned with the company’s strategic objectives.

How to write an internal marketing plan?

When writing a plan, it’s important to define your goals and objectives, get input from employees, create a budget, and evaluate and adjust the plan as needed.

How can I improve communication within my business?

There are many ways to improve communication within an organisation, but some methods include holding regular meetings, sending updates and announcements via email or an intranet, and creating a system for employees to provide feedback.

What are some common internal marketing mistakes?

Some common mistakes include failing to define goals and objectives, not getting input from employees, not creating a budget, and not evaluating and adjusting the plan as needed.

How can I make my internal marketing strategy more successful?

There are many things you can do to make your strategy more successful, but some tips include defining goals and objectives, getting input from employees, creating a budget, and evaluating and adjusting the plan as needed.

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