Pas­sio­na­te com­mit­ment of your staff due to inter­nal mar­ke­ting


Pas­sio­na­te com­mit­ment of your staff due to inter­nal mar­ke­ting

Once known as the “fifth p”, the “peop­le” are the most important mar­ke­ting tool nowa­days. The ori­gi­nal four mar­ke­ting tools “pro­duct, pri­ce, place, and pro­mo­ti­on” would be not­hing wit­hout com­mit­ted staff. The­re­fo­re, the impor­t­an­ce of inter­nal mar­ke­ting grows steadi­ly.

As a share­hol­der of a full-ser­vice ad agen­cy I recent­ly ana­ly­sed our cri­ti­cal suc­cess fac­tors. After rea­ding some custo­mers’ feed­backs I rea­li­zed that our long­stan­ding, moti­va­ted employees and both their pas­sio­na­te work and crea­ti­ve solu­ti­ons are the key to our suc­cess. Custo­mer appre­cia­te the­se peop­le and award us with their loyalty.To make the mar­ke­ting tool “peop­le” a suc­cess­ful one, one needs a pro­fes­sio­nal inter­nal mar­ke­ting stra­te­gy. It inclu­des the selec­tion, tea­ching, and moti­va­ti­on of the employees. The fol­lo­wing six advices can help you to impro­ve your own inter­nal mar­ke­ting.

1. Clear­ly defi­ne the com­pe­ten­ces your employees must have. Employ the right peop­le and use their abi­li­ties. Jim Col­lins illus­tra­ted the pro­cess qui­te nice­ly: «First: Get the right peop­le on the bus, and the wrong peop­le off the bus. Second: Get the right peop­le in the right seats on the bus.»

2. Moti­va­te your employees and make sure that they ar satis­fied. This redu­ces chan­ge wit­hin the team, which indi­rec­t­ly leads to a hig­her custo­mer satis­fac­tion as well as custo­mer loyal­ty.

3. Encou­ra­ge and teach your employees on a regu­lar basis. Only employees who are up-to-date, have the requi­red know­ledge, and have high soci­al com­pe­ten­ces can impro­ve your team.

4. Defi­ne how much the employees should be incor­po­ra­ted in your enter­pri­se, and how you want to tre­at them. This inclu­des the sche­du­ling and the gui­de­li­nes for rewar­ding your employees.

5. Pro­mo­te the mar­ke­ting stan­ce of your enter­pri­se and rai­se your employees’ awa­reness for the custo­mers’ needs.

6. “Going the extra mile” means offe­ring the custo­mers more than they expect – this should be embo­di­ed by every com­pa­ny. Think about how you can impress your custo­mers and give them more than they would expect.

You can only incor­po­ra­te inter­nal mar­ke­ting if your defi­ned cor­po­ra­te cul­tu­re is lived by ever­yo­ne of your com­pa­ny. Moti­va­ted employees are a must for reaching this goal. The “feu sacré” must be caught by the custo­mer. Employees need to infect custo­mers with their pas­si­on, only then you can gain your custo­mers’ trust.

In the end the con­tent custo­mers will sha­re their hap­pi­ness with your work on soci­al media plat­forms, and you will pro­fit from word-of-mouth adver­ti­sing. Just keep in mind: What goes around comes around! Hap­py employees lead to hap­py custo­mers – pro­mo­te this by a pro­fes­sio­nal inter­nal mar­ke­ting stra­te­gy.