Internal Marketing

Often when we are developing our marketing plans our thoughts are focused to reaching outside our business to our market of potential customers.

However, to effectively marketing our business, it is critical to also market internally to your own staff.

Your staff are the foundation stone of your organisation – they are on the ‘front line’ interacting with the customers, relaying detailed product and services knowledge, and ensuring customers have a positive and quality experience with your business.

But how well do they know your business, your goals for the organisation, the type of experience you aim to provide for your customers?

It’s not enough to simply provide an overview of these issues during induction. You should be constantly communicating with your staff to ensure they understand:

- The goals and objectives of the business
- The importance of quality customer service
- The importance of their role within the team
- What is going well within the business and what areas need to be improved

If your staff are kept informed, they will carry this information through to customers when interacting with them. Make it interesting, make it fun but above all make it a part of the everyday running of your business and your message will definitely reach your customers.

“This article was written by Tracy-Madonna Wylie, Business Manager, Nutbirdz Strategic Marketing, and printed in the My Marketing Companion column of the Fraser Coast Chronicle in 2008.”