Internal Marketing

What is internal marketing?

Internal marketing is the strategy — or set of promotional and communication actions — carried out inside a company, aimed at its own employees.

Companies usually focus on what we call external customers: the people who buy the company's products or services. But the truth is that digital marketing, promotion and communication should also be directed internally.

The goal is to motivate employees so they feel part of the company and connected to the values defined through the corporate identity, which in turn improves customer service and employee engagement.

How to build an internal marketing strategy

• Educate employees on the company's mission, goals and values.
• Encourage employees to give their opinion on corporate policies.
• Ask for employee feedback and allow open dialogue.
• Encourage communication and collaboration between employees across different departments.
• Make sure employees understand that their contributions are essential to the company's success.

Benefits of good internal marketing

• It spreads the company's philosophy and business goals among employees so they feel part of achieving them.
• It improves customer service: if employees are happy with how the company treats them, they'll most likely carry that over into their interactions with customers.
• It helps channel internal communication better and lets senior roles hear employee complaints and concerns.
• It leads to higher compliance with standards and protocols.