What is Inside Marketing and Why is it so Important?

Inside Marketing is one of my favorite marketing topics. It is more popular with trendy and “in the know” companies who recognize good talent and want to hold on to them. Although overlooked by many, it is probably one of the most important aspects in growing a successful business. Some leaders naturally lean towards this positive culture and gain the loyalty of their employees.

By now you are most likely asking what is inside marketing?

Simple, Inside Marketing is marketing to your employees. They are your most valuable asset, even above shareholders. Think about it. It takes time and effort to find the right employees to fill positions. The next step is training your employee so he or she is proficient at their job. These first two steps cost the company time and money. If an employee is happy, they will stay, and if they are disgruntled, they will leave. If that happens, the painstaking process begins again, and perhaps in some cases repeats itself several times over.

Consider the cost of marketing. Even marketing online can become expensive as marketers fight over the best keywords to draw traffic in marketing campaigns. Ad campaigns are auctioned by various criteria. If the marketer doesn’t know what they are doing, it is marketing dollars down the drain.

Employees on the other hand will not only work harder for a company that understands inside marketing but will be loyal to that company. They will market your company to their friends, family, etc. The employee will not only fulfill the job they were hired to do, but in a roundabout way will also become part of your marketing team. Today everyone is into Facebook, Twitter, LinkedIn, YouTube, Instagram, Tik Tok, etc. The list goes on and on. Things can go viral overnight, both good and bad. You want your employees to spread positive information about your company and be your biggest champions.

I plan on going more into detail in future articles, but let’s cover a couple of basics.

The most important aspect of Inside Marketing is treating employees with respect and making them feel they are part of a caring company family. Most companies have thoughtfully developed a Mission Statement which usually represents the company's positive culture. It's important the company remains true to their mission so the employees can feel confident in their leadership.
Employees feel honored to be a part of an organization that does good for the community. Some companies have charities they either have developed or contribute to. What does this have to do with inside marketing? It creates a feeling of pride and loyalty. Everyone wants to be a part of something that helps their community or helps the world in some way, right? If done with the right intentions, this will help brand your company. It will also make important connections with like-minded businesses. There are several ways to market this that will turn making a difference into increasing sales. Notice I said, with the right intentions. Choosing the charity or foundation to contribute to should be something that is a sincere need and a heartfelt passion of your business. Anything less is only taking advantage of an opportunity and your employees will see through the deception. You will lose the respect and trust of your employees.

This is just the tip of the iceberg to inside marketing. In another article I will address other aspects of inside marketing that could benefit your company and make your employees look forward to coming to work.

La Donna Jensen

Owner of Emporia Utah. Marketing Research and Analysis/Marketing and Advertising/Social Media Marketing