Who are the internal marketers? Where do they sit in your office premises? What message do they carry? Do they have a department?
This is a question that every head of department must ask themselves when they sign their contracts. At the college that I graduated from six years ago, there was an example given about internal marketers as people who provide a message or image of your company/or organization, the objectives, and the mission of the institution. The facilitator went ahead and delved into the components of internal marketers, which we shall discuss later. What I liked about Madam Anabela’s example was how she insisted that we can market our emotions and feelings to other people, and this can help us outside the office to go somewhere when we need recommendations and seek favors, which brings us to what an internal marketer can do to succeed in helping the office where he/she works.
Types of internal marketing
- Product Marketing
This is where the company brings the product (tangible or intangible products) to the consumers who want it: either for resale or final consumption. In this case, three things are involved:
- Product knowledge – even if you’re an accountant or a cleaner at Coca-Cola, you must know what the company is or what product they’re selling.
- Audience – To whom are you selling this product? Where are they located? How can they access the product when they need it? The audience plays a significant role when you’re designing your product and choosing the distribution channels because if it doesn’t appeal to their consumption, you will be forced to go back to the drawing board. Ladies and gentlemen, this is where every marketer comes in handy to correct it.
- The message – a product might be okay in all aspects, but a message attached to it may affect the consumption. Sometimes, when the product is right, and the message is not appealing in the eyes of the people, it takes time at the introduction stage in the product life cycle to move on. Internal marketers are the company’s first ambassadors before spending billions on billboards, events, or influencers.
- Brand Authenticity,
According to a Social Media and Content Marketing Expert based in Kenya, “Branding is not just about colors”, ~ https://twitter.com/janetmachuka_. A good brand is a brand that instills trust in the minds and eyes of the people who interact with it. For example, what comes to your mind when you see MTN in green and white colors and the letters are bending? If you know what MTN colors and writings are, you will be held back and won’t buy any of the products. Brand authenticity allows customers to make purchasing decisions when they trust the brand they’re dealing with.
Employer branding.
This is the style and technique of branding and marketing of the organization or company’s value propositions and what it communicates to potential and current employees. These include company values, mission, and vision, as well as culture and personality.
Internal communications
As an organization, it should be on top of your list how employees disseminate their communication in an organization or company:
Components of Internal Marketing
Just like a car needs tires for it to move, internal marketing is that car that, as much as the company might want to look at other aspects for it to grow, must put these components to use.
- A clear strategy with specific goals.
- Effective internal communication.
- Great onboarding experience.
- Education on the company’s products and services.
- Trust and transparent communication.
- A great employee experience.
- A positive workplace culture.
- Professional development opportunities.
Internal Marketing Tools
Advertising
Sales Promotion
Public Relation
Direct Marketing
Conclusion
For the growth of individuals or companies that embrace the power of internal marketing, collaboration, and grouping should be encouraged by the companies to achieve results.
Zack Mayul
Digital Strategist and Founder, Digital Monarchs