The concept of internal marketing strategy

1 The importance of internal marketing

 2 Elements of internal marketing 

3 Steps to implement the internal marketing strategy

The internal marketing strategy is the process of promoting the goals and aspirations of the company or organization and its products or services to employees who work within the organization itself, as the purpose of this is to increase the employees’ loyalty to the company, in addition to cultivating enthusiasm and impulsiveness to achieve the company’s common goals and enhancing awareness among employees about the company’s direction and its various activities. , which contributes to enhancing team spirit and joint teamwork and creating a positive and comfortable work environment for all parties.[1]

The internal marketing strategy contributes to an increase in employee participation and productivity by up to 17% in some companies. It also contributes to the company maintaining its employees and staying in the company for a longer period and working more efficiently, in addition to improving customer service and their satisfaction with the services provided by the company, which enhances its position The company in the market and increases its competitiveness and strengthens its brand.

 2 Elements of internal marketing 

There is a set of basic elements on which the internal marketing strategy is based in various companies and institutions, the most important of which are the following: [3][4] That the strategy is clear and with specific objectives. Having effective internal communication. Education about the company's products and services. Existence of trust and transparent communication between employees in the company. Providing professional development opportunities. The existence of effective cooperation between departments and groups of employees

3 Steps to implement the internal marketing strategy

There is a set of steps that must be taken to properly implement the internal marketing strategy, the most important of which are the following: [4][5] Forming a marketing team within the company It is important at the beginning to form a team consisting of employees specialized in the field of marketing until the best strategies for internal marketing are reached. So that it matches the company's directions and the nature of its employees, and the marketing team needs to be knowledgeable and experienced in the field of internal marketing in order to apply it proptoerlyproperly. Encouraging employee participation It is important for internal marketing to be an interactive and collaborative process across the organization or the entire company, as asking the organization's employees for their opinion or inviting them to participate shows the extent of interest and appreciation for their opinions and contributions to the company's work. messages ch employee of the organization brings a unique perspective to the table, as they may suggest powerful, previously unseen ideas for the company's leadership or marketing process. Attention to external marketing It is important not to neglect external marketing strategies and focus on internal marketing only, and both must be based on the same basics and principles, and the internal and external marketing message must be aligned to create a strong brand identity and allow all marketing methods to work in a compatible way. Continuously evaluating the marketing strategy It is very important to know the efficiency of the internal marketing strategy that is applied in the company to make a decision to continue or change it. It can also be useful to review the internal marketing plans of other companies to know the direction that must be taken to achieve the best results.