Internal marketing

Internal marketing – what is it and how to implement it?

The concept of marketing is most often associated with a number of different activities aimed at potential customers of our company. Meanwhile, do not forget that there is one more group that needs to be paid attention to – our employees. Correct and serene relationships at different levels of the enterprise are not only mutual cooperation, but also business success. Effective internal marketing is the most important key factor in shaping the structure of the company.

Internal Marketing – Definition

This is not a new concept; it first appeared in the literature in 1981. Therefore, many definitions have been created, but the most common are three approaches:

  • focusing on employee motivation, perceived through the lens of internal customers with specific needs and expectations;
  • an indication of the key role of external customers;
  • highlighting the essence of helping employees implement a strategy to attract external customers.

However, internal marketing is a communication system, the main purpose of which is to raise awareness of employees about the nature and methods of the company, so that they can correctly implement the basic assumptions of the organization and identify with it. Relationship marketing – because we can also come across this name – is based, in part, on employee training. They need to know not only the products they sell, but also the decisions made about their future activities, or the results thus achieved.

Based on internal marketing, an employee should be treated as an internal customer of the company, which is also its showcase.

What defines effective internal marketing?

We can say that internal marketing is based primarily on two principles. First, all employees, regardless of the structure of the company and the dependencies connecting the individual segments, must fully understand the marketing strategy adopted by the company, its goals and assumptions. Second, communication between departments must be smooth and uninterrupted. The challenge for internal marketing is to create a work environment in which a well-coordinated, motivated team can effectively carry out their responsibilities. This not only strengthens the structure of the parent company – it also has a huge impact on efficiency and, at the same time, on increasing sales and gaining trust from external customers.

A company that implements internal marketing assumptions must take care of a good atmosphere, constant cooperation between individual branches, including informal cooperation, and maintaining open communication channels. It is extremely important that each employee accepts the goals set for him.

Internal marketing implementation can be based on employee training, advanced HR policies, or employee appraisal systems that help increase motivation.

Why focus on internal marketing?

Internal marketing activities serve, in particular, to improve relations between people working in a given company. By implementing an effective strategy, we minimize any conflicts and create a friendly environment. This strengthens a sense of community, which means that the employee is more willing and reliable in performing their duties. Relationships are important not only between colleagues, but also between superiors and subordinates.

Keeping the team motivated primarily affects the efficiency of the entire company. Employee engagement is an easy way to attract external customers. People interested in the services or products we offer are more likely to benefit from the help of someone who not only gets the job done, but above all believes in its legitimacy.

Internal marketing encourages positive behavior. If we do not convince our own employees that the offered goods or services are really necessary, it will also be impossible to increase the level of sales among customers.

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