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What is Internal Marketing? Should You Do It?

January 2, 2023 in Marketing

Internal Marketing refers to the way of promoting the services, products, and objectives of the company to its employees. The reason behind doing so is to boost the engagement of the employees with the goals of the company or organization. 

It is also a primary step of the company’s marketing strategy. Its main aim is to achieve long-term success with short-term profit balancing. 

Internal Marketing is also known as employee marketing, and the company sees its employees as its clients. It helps improve the employee’s engagement and make them brand advocates.

Types of internal marketing

Several popular types of internal marketing include:

Employer branding

In this type of marketing, you assume yourself as the top employer and tell other employers what you can do for them and why they should work with you. 

employer branding

It gives the benefit of attracting new talents and retaining employees. Also, it boosts the reputation of the company or organization.

Project branding

In project branding, the company targets its employees and stakeholders. Branding refers to creating a USP and winning the target group’s support. It benefits the company as the employees will drive their engagement towards it and give the best results.

Product marketing

It is a way to make the employees familiar with the services and products of the company. It is crucial as if the employees do not like the product, then how can you expect a consumer to love it? 

Product Marketing helps the employees to know more about the product they are selling on a deeper level through product training and learning. If they understand the product well, they will effectively communicate it with the customers and increase sales. 

Internal communications

Internal Communication refers to the communicational flow among the employees of a company. It connects the top employees or managers with the rest employees of the company. 

internal communications

Open Communication in a company will lead to higher economic performance as everyone will work towards achieving the same goal. 

Brand authenticity

In the product choice of a customer, brand authenticity is the deciding factor. To what extent a brand is truthful according to the customer is referred to as brand authenticity.

It also applies to the employees. They will work towards the company more positively if they believe it is an authentic brand. 

Steps of internal marketing process

To formulate any internal marketing strategy, you need to follow 5 basic steps. The steps are as follows:

Make the best team for the work

The first step is to assemble the best team for the job and prefer to choose candidates from a marketing background. The candidates must be able to communicate the information clearly and confidently.

Access your recent internal marketing

Before developing any strategy for your internal marketing, you should first know where you are standing in the present. Depending on that information, you can prepare your strategy for whether what you are doing is good or not.

Align your external and internal marketing

The next step is aligning your internal and external marketing. Boost your marketing team to have proper research and efficiently align the message. This will help in the next step of creating materials.

Develop materials

Developing materials include creating videos, internal newsletters, digital signage, in-person meeting, etc. You can select any of the methods to develop personalized content. 


The last step is executing all the other 4 steps. Always ensure to take the feedback as it will help you a lot. Depending on the feedback, you can decide your next step.

Pros of internal marketing

Several advantages of using internal marketing are:

Cultural development of the company

Internal marketing communicates all the objectives and brand values to the employees. Hence, the employees feel their value in the company and help strengthen its business culture. Also, it helps attract new and fresh talent to the company. 

Retention of the employees

Another significant benefit of using internal marketing is that it escalates employee loyalty.

retention of employees

As the employees are happy, they will experience more job satisfaction and loyalty to the company and its brand. 

Awareness of the brand

Internal marketing also helps in raising brand awareness. When the company employees know about your brand and company, they will effectively communicate it to the customers. And this effective Communication will help in achieving the goals of the company. 

Employee engagement

Employees will feel engaged and happy if you do effective internal marketing. This will result in a positive work experience, better service, customer experience, and staff empowerment. 

Also, when the employees think of themselves as part of the company, they will work enthusiastically and likely talk about it with others.

Cons of internal marketing

Everything has some disadvantages along with advantages. Some disadvantages of internal marketing include:

Time consuming

As every employee comes from a different professional background, it may be time-consuming to adapt to the new workspace.

time consuming

Also, it is a time taking familiarization process.

Lack of specialization

It is the most challenging thing; in significant challenges, excellent project management skills are needed. Some employees needed to gain the specialized skills and knowledge needed for the research. 

Examples of internal marketing

Below are examples of how the company carries out internal marketing. This will help you comprehend it more skillfully. The examples are:

  1. The company provides allowances to the employees for their training and skill development courses. Also, it provides training sessions to improve their skills.
  2. To determine the employees’ efforts, the company provides bonuses and other rewards like movie tickets, gift cards, etc., to the employees.
  3. The company also organized yoga and meditation sessions to stimulate the balance between work and life. Other than this, they also organize different recreation activities to refresh the employees.

See Also: Internal Marketing: Why your Company should Prioritize it? 

Frequently Asked Questions

What is Internal Marketing?

Internal marketing is the way to promote the company's products, objectives, and services to the employees within an institution. The purpose of doing so is to increase the employees' engagement with the foster brand advocates and the company's goals.

What is the importance of internal marketing?

The importance of internal marketing is selling your business to the company's employees. By doing this, the employees will be engaged, aware of the brand, and will know about the organization they are working in.

What are the steps of the internal marketing process?

The steps of the process of internal marketing include: 1. Assembling the team for the task. 2. Accessing your present internal marketing. 3. Aligning your both types of marketing. 4. Creating the materials. 5. Executing the processes.


This article will help you as a guide to internal marketing and its pros and cons, steps to implement the process, its examples, etc.

The company’s success entirely depends on its ability to motivate and engage its employees. You can create an effective internal marketing strategy using the steps outlined above. 

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Kaushal Malkan More posts by Kaushal Malkan