6 Steps to a Digital Marketing Strategy for your Internal Communications
According to Everyone Social, internal marketing involves the promotion of a company’s objectives, mission, products and services to its own employees, with the purpose of improving employee engagement within, increasing overall brand reach, and ensuring the provision of value, by employees to potential customers because they believe in and understand the company’s goals and vision themselves.
With that said, we've detailed below, 6 steps you can follow to create a digital marketing strategy for your internal communications.
1. Audit current internal communication efforts
Firstly, you will want to take some time to map out past and current internal communications efforts, and identify what has and hasn't worked. For a more strategic approach, frameworks such as the SWOT analysis can be used to identify areas in which you excel as well as areas of opportunity. A SWOT analysis looks at the Strengths, Weaknesses, Opportunities and Threats of a project and assesses the viability thereof.
With the SWOT analysis, you need to, firstly, specify the business objective - in this case the execution and maintenance of internal communications strategy - only then can you proceed to identify internal and external factors, which are favourable and unfavourable to achieving your overall objective.
2. Define your objectives
After conducting the SWOT analysis, you need to decide what you would like to achieve in the end by setting objectives. The chosen objectives will determine how internal communications are conducted and, as a result, should be aligned with overall business goals. Remember that the purpose of effective internal communications is to ensure the realisation of overarching business goals.
3. Define your message and audience
Depending on the audience, your message will range from very general and inclusive to highly targeted and exclusive.
Different parts of an organisation typically deal with various distinct situations which require the application of the organisation's various values. Being able to send out different messages to different segments of your employees allows you to cultivate the necessary values in the different departments while fostering an organisational culture that ties in with, and supports, the overarching business goals.
4. Distribute your message
From the SWOT analysis, you will have identified several factors, one of them being how to distribute your message. Should it be via email, social media or internal communication channels such as Slack? Whatever the answer, the messages you send out need to be relevant to the issues and needs of your employees. Make sure the copy is short, to-the-point and compelling enough for your employees to read them.
5. Assess the delivery of your digital marketing messages
With any internal communication strategy, you have to be delivering the right message, to the right audience members at the exact right time.
To ensure seamless delivery of your messaging, consider the following:
- Who are you targeting and when is best to contact them?
- What is the best time to send a message?
- Should I send repeat messages?
- Which resources are needed to execute the strategy?
- How much time and effort is required for the strategy to be successful?
- How will you know you when you have succeeded?
With the necessary key performance indicators (KPIs) in place, you’ll have a means of measuring results and seeing if you’re hitting the desired targets.
6. Evaluate, learn and adapt
The chosen KPIs won't only be applied to tracking, but will also be used for optimising. Through monthly evaluations, you'll be able to assess and improve upon the efforts you're taking towards your core business goals.
By constantly re-evaluating what you’re doing internally, you’ll make sure your digital communications are aligned with overall business goals. As a result, your business will achieve both effective internal communication via digital marketing channels and core business goals simultaneously.
For an in-depth dive into digital marketing, read our guide to digital marketing.