Internal Marketing

While most companies allocate resources to understanding and communicating with their external customers, few make the same investment in time, energy, and money in communicating with their employees. A solid internal marketing plan informs and involves all staff in new initiatives and strategies. It is simple to construct, especially if you are familiar with traditional principles of marketing.

Although external marketing remains the most important business development task, it is essential to sell inwardly toward a company’s people. When employees understand and commit to the value proposition of the company and its brands, external marketing becomes more effective, because the employees become product champions.

An internal marketing program is important to any business in which staff actions affect the quality of customer service. It is particularly appropriate for staff who are not directly in touch with customers and who may be overlooked in a customer-care training program.