Roadmaps. It also provides the marketing team with high-level direction for planning activities such as go-to-market launches, campaigns, and content. Finally, dont be afraid to build out varying audience segments. As weve already mentioned, a lot of internal marketing is to do with informing and educating employees on your company.. Segments of customers who share common characteristics and the marketing approach for each one. Once you know who youre targeting and the goal, you can start to think of the messaging. It might be the fact that its free, or that with solutions specifically designed formarketing communications, its the ideal fit for executing an internal communicationsstrategy. In addition, define a timeline that describes exactly how often youll check in on the success of your internal marketing efforts. There are many projects to accomplish, tasks to remember, and deadlines to [], On any given day that you publish new content on WordPress, youre competing with two million other new posts. Its becoming even more vital for employers to proactively marketand market wellwithin their ranks thanks to a number of cultural and workplace shifts: To be effective, todays internal marketing needs to put the audience (in this case, your employees) first, to weave a narrative that tells a story they care about, to meet them where they are, and engage them with compelling copy and visuals. If everyone within the company is motivated to sell, markt and develop the product they work with, businesses will be positively impacted. What is a typical marketing manager salary? Are you ready to start engaging your employees with an internal marketing plan? Its the same when you share communications with your team. Today, internal marketing to employees is just as important as marketing to customers. Capturing this information in one place lets you show how each element contributes to your marketing approach. Simple and easy to follow, the template will get your planning off to the best possible start! Allow your people access everything they need from one single, secure platform. Download our internal marketing plan template. The key with internal marketing is to ensure your messages don't get lost among email, chat, social media and more. By measuring eNPS before and after you implement a new internal marketing strategy, you can clearly see and report on the results. The key is to identify opportunities to communicate them regularly as part of your internal marketing. Introduction to marketing idea management. If your goal is improving the company culture and a key pain point is a lack of togetherness in a remote environment, one pillar could focus on virtual team-building efforts. Start the process with afree account today. To compete with the best content on the web, marketers know they need to tell a story, to craft a narrative that makes customers feel something and actually care about what theyre reading, seeing, or hearing. Because internal marketing has often been more of an afterthought, it suffers from one other big flaw: its usually done ad hoc and haphazardly. Essentially, it's your company marketing its products and brand to its own employees.. Ready to giveWelcomea try, for your internal or external marketingefforts? Your employees and your company are uniqueit isnt one-size-fits-allso its important to find out what works for you and what doesnt. It also helps to save on email traffic. This matters a great deal in terms of how engaged employees are in their work. Marketing a shared vision and reducing silos will make employees feel trusted and more confident in their work. Combined, they can be used to showcase your comprehensive understanding of the market and your strategic plans. How to Plan an Internal Marketing Strategy that Makes an Impact. At Oak, we provide a variety of different tools that companies (from any industry) can utilise to improve internal marketing and engagement between employees: This feature provides a single location where employees can discover the latest company news and announcements., A range of content can be communicated in this section, such as major corporate updates, messages from the CEO, policy changes and even changes on the intranet itself., Oak messenger, designed to improve employee engagement and workplace productivity, users can send instant messages to one specific person or a whole group., Perfect for department communication, remote workers and general social interaction between employees., News and social feeds are designed to unite teams and promote solidarity with your company's own social feed.. An intranet is certainly the best option to communicate your goals internally with your team.

Share the plan with everyone in the company. These steps can help you build a template youll be able to use again and again to optimize your employee-facing marketing communications. Three Keys to Making a Strategic Analysis. You should limit the use of traditional communication channels for internal marketing. This could include your whole team or different employees from different departments. It allows you to create a realistic marketing strategy that considers external factors beyond your control. With technology like digital storytelling platforms, its never been easier or more accessible to build interactive content. This is an especially important step in 2021, when 54% of marketers expect 70% of the workforce to remain remote through the year (, Improve employee engagement and/or retention, Promote internal awareness of a new product. But if you are not yet ready to do that, get started with the templates below. Let's look at some of the benefits of internal marketing: Now let's look at 3 ways that internal marketing can specifically boost employee engagement: When employees are informed and engaged with the brand guidelines and overall goals, they will also support branding on every level.. This makes it easy to share your planned initiatives and report on the progress. Internal marketing needs to be as professional and engaging as external marketing. Who, exactly, are you looking to get your message to? Historically, company communications have been bland, boring, and not engaging. This keeps your company and product messaging consistent and helps the marketing team develop campaigns and content that resonate with your target customers. After all, they are the people bringing the money in.. Below, we explain internal marketing and how its changing. This section can cover a variety of typical internal communications channels: Some externalmarketing strategies, like SEO, probably take a backseat at startups and SMBs. Each one addresses a unique aspect of your strategy. You must refer to them often and have a leadership that truly believes in them. It showcases the impact of the work your employees do everyday. However, youre probably spending all of that time focussing on a strategy that only deals with your customers. Offer incentives to be given when certain milestones are met. Consider this your formal invitation to revisit that onboarding strategy and make sure internal marketing is a key part of it. This feature dramatically helps to improve compliance and the flow of business-critical information. You can change the color of each bar to track the status of your initiatives.

Oaks content management system helps employees easily access content to complete tasks quickly anywhere, anytime and stay connected with other employees and the organisation.. Articulate the unique value your product provides and the challenges it solves. It starts broadly, with goals like these: From these general goals, create specific objectives using the SMART framework that are easy to benchmark and track. Set metrics that help measure the success of the strategy. It allows you to identify competitors and rank them based on their strengths and weaknesses. Just like external marketing, if you dont consciously manage your internal marketing, it can take on a life of its own. Instead, consider the fact that: Imagine the difference a marketing plan that treats employees as an important audience could make. For example, if you intend to increase sales by 10% by the end of the year, be sure to keep track of where the team is in terms of meeting this goal. To deliver on the promises you make to customers and achieve broader company-wide goals, you need a high level of employee engagement. You should then determine how you will reach your goals. You want them to truly understand why youre selling those products so they can communicate that with external people-including your customers. Every scheduled communication and touchpoint employees have with leadership or HR should be part of a deliberate strategy. The way that you communicate with internal employees is very different to the channels you may use for traditional external marketing campaigns. Analyze market factors that could negatively impact your business success. Internal marketing is aimed at your employees. Make them feel like they are a key part of your strategy (which they are), and make a habit of recognising their brand advocacy on your internal communications channels, such as Slack. But dont stop there. Identify your target market using this segment profile template. The messaging pillars you come up with here guide every part of your internal marketing efforts. Whenever a new product update email goes out to customers, for example, an internal-facing asset should go out to employees. Without a clear strategy foror emphasis oninternal marketing, communication often doesnt happen as frequently as it should. Create interactive content that engages your employees and keeps them reading or watching. Kristina Allen began writing professionally in 2009. Now, internal marketing isnt really new. Event-based marketing, including both engagement events and formal training events such as onboarding. But make no mistake: Strategic messaging to build employee engagement is just as vital to long-term organizational success. Make better marketing decisions based on your strengths, weaknesses, opportunities, and threats. They gather real, actionable insights that businesses can use to improve employee engagement, productivity and collaboration and enhance employee experience.. Now that your tactics are in place, you know enough to set up a plan to ensure your strategy will stay on track and meet your goals throughout its execution. External market factors that could impact the success of your business. Build lovable products and be happy doing it. The solution is to consider internal marketing as a key element of everything the marketing team does. By understanding the alternatives available to your customers and where you fit in the overall market, you can define strategies that address the needs of your target market better than your competitors. Internal marketing has one goal in mind and that's to earn your employees support. Most companies acknowledge the need for internal marketing communications to keep employees informed on key happenings within the business. The free examples included in this guide are built in Excel and PowerPoint so you can quickly download and customize them. With multiple department heads, executives, and other teams communicating with employees, its almost impossible to have a coherent internal marketing strategy without a sole owner of your strategy. It captures the geographic, demographic, and behavioral characteristics of each customer segment. Employee feedback is often invaluable at this stage. When a new employee starts, you want them to hit the ground runningand internal marketing is a key part of that. Thatcombined with changing norms around work and the workplaceis why proactive internal marketing is crucial for todays companies. Aha! Ideally, these goals are direct derivatives of larger business goals, allowing you to make a direct connection between the direction of your business and the nature of your promotions.

When you publish an external blog post, you know youre competing for your customers attention against millions of other pieces of content. Define the right marketing mix to promote your product (often using the 10Ps model). No matter whether youre building infographics or a new intranet portlet, the same core message should clearly come across. Elise Dopson is a B2B content marketing expert who writes for SaaS and eCommerce companies.