Are you marketing your business internally?
When you first started your business, there was you, and possible one or two others. Internal communication was easy and a lot of it probably took place down the pub. As your small business has grown, you’ve added more people to your team. Are you keeping them up to date with what you are doing? Let’s look at 6 reasons why you need to be using internal marketing as well as marketing your small business to your target audiences.
Keep them in the loop
In a small business, it is rare that people have just one job to do. Even if individual staff members spend the majority of their time on one role, they will still be doing things like answer the phones. Keeping everyone in the loop ensures that they know what you, as a business, want to achieve, where your focus is and what is expected of them.
Show you value them
Whilst there will be certain things that will be on a “need to know” basis, the more you share with your team, the more you are showing them that you value them.
What employees want from you has changed over the years. Whilst a competitive salary will always be on the list, there are many intangibles on there too. Always in the list of things employees want is trust (usually top 3) and communication. The more you communicate with them, the better.
Get feedback on your ideas
When was the last time you asked your staff for feedback on an idea? Just because you’re the boss and its your idea, it doesn’t mean it is always a good idea. Remember that your team, at least some of them, has to deliver on your idea. If they really think it is a bad idea and not possible, surely the feedback is needed. Better to get the feedback than spend time and money on a bad idea?
Get their ideas
If you are communicating with your team and that includes both targets and issues, there is a good chance they will have some great ideas that can help you. You never know where the next great idea is going to come from, so make sure they know that communication is a two-way thing and that you want them to share their ideas with you.
If you don’t, you may well miss out and they could even take that idea and, either, run with it themselves or take it to your competitors!
They can help spread the word
You’ll have seen their CVs and you may have even had a cursory look at their LinkedIn connections. But you won’t know who they really know. If you’re looking for a new member of staff and you tell the team, there’s a good chance they will know someone. Think of the saving, compared to using a recruitment firm.
As your team know more about the business and the type of clients you want, they can easily spread the word. Getting them onboard will get them:
Commenting on your company’s social media posts, increasing their reach.
Talking positively about the company when with their friends and family (at least for a little bit of time)
Listening out for when people talk about issues they need help with – that your business can solve.
Retain your team
Valued staff are loyal staff. When they believe they are a valuable part of something special, they will stay. If they are simply treated as a functionary and a number, they will go whenever there is an opportunity.
Figures vary on the cost of replacing a member of staff but you can be sure it isn’t cheap. Recruitment costs (assuming you’re not using what was mentioned above), plus training plus lost productivity (whilst the new person gets up to speed) all add up. Surely some internal marketing is worth it, just to save you these costs?!?
Great ways to do your internal marketing
So we’ve looked at 5 reasons why you should include internal marketing within your overall marketing strategy; now lets look at how to make this happen.
In exactly the same way that consistent marketing is needed to attract new clients, consistent internal marketing will help you communicate effectively with your team. Little and often is a great approach that helps you manage the time needed to do this.
Advocates and Champions
Within every small business, there are a few people that everyone talks to. Alongside the management team, these people can be invaluable at helping you communicate the right messages to the rest of your team. Identifying them is easy and if they feel valued, they will help you communicate with the team.
Right now, you probably have a large part of the team working remotely. You’re using Teams/Zoom/IM/email/phones to talk to them all now, so make use of the same tools to ensure they have the information they need and should know.
Face to face
As and when you get an opportunity, face to face is a great way to keep the internal marketing going. If you have an annual event, think about using a, short, part of that event to update your team on what is happening and where the business is going. During the rest of the year, schedule conversations with your team to keep the information flowing – in both directions.
Hopefully we’ve given you something to think about here. When you next review your marketing strategy, make sure that internal marketing is part of that strategy.