Key Components of Effective Internal Marketing
We have already defined internal marketing and identified why it is important for businesses today. Let’s look at some of the most common internal marketing techniques and how they relate back to employee engagement, brand advocacy and empowering employees.
Corporate Strategy
Internal corporate strategy documents set forth the company’s objectives for the future, including its mission and values, how it will allocate resources, what markets it will participate in and how it will achieve a competitive advantage. From an internal marketing perspective, the corporate strategy creates an opportunity for managers and executives to generate buy-in from staff who can align their behaviors with organizational objectives and drive goal attainment.
Two-Way Trust Relationship
Maintaining a trusting relationship between the business and its employees is an essential aspect of internal marketing. If a business withholds information from its employees, misrepresents product features to prospective buyers or engages in other untrustworthy behavior, employees will not be motivated to recommend the brand to their family and friends.
Internal Communication
Effective internal communications play an important role in internal marketing. Messages and communications must flow seamlessly through the organization to ensure that the business can engage employees at all levels. If the business lands a big account or achieves a huge operational success, spreading the word throughout the company can increase employee engagement, build brand advocacy and equip staff members with additional talking points for customer interactions.
Onboarding Experience
The onboarding process lasts between two weeks and six months at most organizations and represents the first time that new hires are exposed to the company’s internal workings. The onboarding experience should be designed to set up a new hire for success while ensuring that they buy into the organizational culture, objectives and their role in helping the business reach its goals.
Workplace Culture
The culture of your workplace plays a significant role in internal marketing. If employees feel respected by their manager, believe that their opinions matter and their voices are heard, and enjoy coming to work each day, they’re much more likely to do their best work on a consistent basis. In contrast, an employee that dreads coming into work each morning is unlikely to ever act as a brand advocate for your organization.

What are the Benefits of Internal Marketing?
Internal marketing helps create alignment between organizational goals and objectives and the efforts and behavior of employees. Effective internal communications ensure that messages are spread throughout the company, keeping everyone up-to-date on the latest news and updates and constantly giving employees new reasons to feel proud of the organization they work for.
When employees believe in the company and its mission, feel positive about their workplace culture and environment and receive consistent communications about company success, you have created the ideal conditions to develop brand advocacy and marketing-sales alignment that leads to business success.