Elaine Fogel

The Importance of Internal Marketing

Updated: November 2016

chalkboard with notes on internal marketing

So, what is internal marketing?

Internal marketing is when organizations think of their employees as their first market – their internal customers. It’s when all employees are customer-oriented and work together as a team, no matter who their “customers” are:

  • business-to-consumer customers
  • business-to-business customers
  • professional services clients
  • donors
  • members
  • patrons
  • students
  • guests

You get the picture…

What’s the purpose of practicing internal marketing?

It helps ensure that employees are effectively carrying out the organization’s programs and policies. An informed staff means one that’s more engaged and invested in the organization’s outcomes.

Internal marketing creates an environment that enables organizations to focus on whatever needs changing internally so they can enhance their external marketplace performance. Happy campers internally mean happy customers externally.

Internal marketing helps organizations deliver better customer experiences by aligning, coordinating, and motivating employees.

What are the benefits?

For organizations:

Organizations benefit from higher employee satisfaction, and retention. Recruitment and training have costs, so when employees stay longer, and are more satisfied with their jobs, organizations save money.

Other benefits include:

  • a customer-oriented workforce
  • enhanced external business relationships
  • a better flow of information internally
  • empowered employees
  • increased compliance with standards and protocols
  • improved brand reputation
  • increased profits!

For employees:

Employees feel more motivated and experience higher job satisfaction. They feel empowered to make decisions – within certain guidelines – and begin to feel more respected and valued for their contributions.

This feeling leads to a greater sense of belonging to the “team,” as well as responsibility and accountability to employers. Staff conflicts wane and people have better dispositions at work.

Now, who wouldn’t want to work for an organization with a culture like that?

And what does it take? Openness, flexibility, and a desire to do things better for better results.

It takes a customer-orientation mindset.

Does your organization practice internal marketing?

Tell us what it does that works. If not, what could your organization be doing to make things better?

For information on booking a presentation on internal marketing, click the workshop title below:

The Internal Marketing Symphony – Orchestrating Marketing Across the Organization

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