Digital Marketing: 7 steps to a digital marketing strategy for your internal communications

Digital Marketing

7 steps to a digital marketing strategy for your internal communications

By Adam Meikle July 5, 2017 • 6 minutes to read

Internal business and company communications can become messy and slightly unwieldy when there’s no coherent strategy to co-ordinate everything. This issue plagues not only day-to-day operations, but also affects digital marketing channels, such as email and social media. Therefore, it’s not only essential, but a necessity to have a digital marketing strategy in place for all your internal communications.

However, how do you create and use a digital marketing strategy for your internal business communications?

Just follow these 7 simple steps!

Step 1: Assess your current business situation and available digital marketing channels

Take a bit of time to figure out what your organisation is doing in terms of internal communications. Through this process of mapping out your internal communications, you can identify what your business is excelling and lacking in. Consequently, by understanding what works and what doesn’t, you can make sure that your digital marketing strategy for internal communications is aligned with current business goals. The best to approach this kind of analysis is to conduct a SWOT analysis, which looks at the following:

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats

With the SWOT analysis, you must specify your business objective, in this case the maintenance and effective management of internal communications. From there, you can identify internal and external factors, which are favourable and unfavourable to achieve your overall objective.

Step 2: Define the objectives for your digital marketing strategy

After conducting the SWOT analysis, you now need to decide on the objectives for your internal digital marketing strategy. The objectives you select are the basis of how you’re going to conduct internal communications moving forward. Your internal communications strategy should be aligned with your business goals, so you can easily achieve your core business goals. The aim of effective internal communications is to make overarching business goals fully realised.

Step 3: Define your audience for your digital marketing strategy

With your objectives in mind, you can finally start figuring out the messages you want to reach employees within your company or businesses. Remember that everyone has to be included in the message you’re trying to communicate internally.

With your digital marketing strategy, you can be sending out different messages to different segments of your employees. All you have to be certain of is having a clearly defined audience and know where your efforts will make the most impact effectively and positively.

Step 4: Send out messages as per your digital marketing strategy

After following the above steps and identifying your target audience, you can focus on sending out the right messages.  The messages you send out need to be relevant to the issues and needs of your target audience, in this case your employees. Make sure the copy is short, to-the-point and compelling enough for your employees to read them.

Step 5: Select the tools and channels you want to use for your digital marketing strategy

Ask yourself which digital marketing channels you’re going to be using for internal communication. Are you using an online bulletin board system, emails and weekly newsletter, a Facebook company page? Certain messages are more well-suited to different digital channels. As a result, you must make sure you’re putting some thought into the digital messages you’re sending out to employees.

Once you’ve selected the best digital marketing tool for your needs, you can start putting together an internal communications plan of action suited to your target audience, the message and delivery method (social media, email, etc).

Step 6: Assess the delivery of your digital marketing messages

With any communication strategy, and especially an internal communication one, you have to be delivering the right message, to the right audience members at the exact right time.

Consider putting extra effort into the tools and channels you’re using, and be certain that the execution of delivering these messages is seamless. 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?
  • What resources need to be allocated for this digital marketing strategy?
  • How much time and effort is required for this to be successful?
  • How will you know you’ve been successful?

Define what your basic key performance indicators (KPIs) are going to be for your internal digital marketing strategy. Consequently, you’ll have a way of measuring your results and seeing if you’re hitting desired targets.

Step 7: Evaluate, learn and adapt your digital marketing strategy

The KPIs you decided on shouldn’t only be applied to tracking, but they can also be used for optimising your current internal digital marketing practices. Optimise what you’re doing so you get the best results. Do monthly evaluations of your internal communications strategy to assess the path you’re taking towards your core business goals.

Your key performance indicators shouldn’t be used just for tracking progress. Learn from them and continually optimize what you are doing for the best results possible. Do quarterly or even monthly evaluation of your communications strategy and build it into the core foundation of your business.

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 more digital marketing insights, read some more of our blog posts to gain the upper-edge.

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