Internal marketing is often overlooked by comparison with external marketing (defined as all efforts to improve customer experience and build external loyalty to a product or service). When employees feel like they are stakeholders in the day-to-day progress of their company, they become the best brand ambassadors for their organization’s services or products.
The goal of an internal campaign is to earn a sense of loyalty to the brand and the team,’ says Kyle Mani, CCO/CEO of OWDT. The Hinge Research Institute reports, “A formal employee advocacy program helps shorten the sales cycle. Nearly 64% of advocates in a formal program credited employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy.”
Press releases, contests, testimonials, and employee gifting are effective ways to make each employee a brand advocate and enhance employee collaboration towards beneficial goals. This issue has another pivotal aspect with critical ramifications for business survivability—employee turnover. In our Great Resignation era, about one-third of new hires quit after six months. ‘The ‘bad reviews’ from previous team members have proven to be significant barriers to attracting and winning talent in a job seeker’s market.
Done consistently and in good faith, internal marketing strategies can transform a staff into a dynamic team of brand ambassadors. This will have a significant impact on the bottom line—and, perhaps more importantly, that employees are excited to return to work every day to pursue a ‘shared North Star.’
