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Using Your Internal Networks to Boost Your Media Campaign

Updated: May 31, 2023

The most underutilized resource at organizations is their staff. As a result, marketing managers often wholly ignore other departments when developing an external marketing strategy. Doing so is a huge mistake not only for your company culture but also for your marketing campaign.

You should always include internal audiences when creating a marketing plan, even if it is a solely externally facing campaign.

  1. To have buy-in from your most critical advocates (fellow employees).

  2. Develop a culture of openness, engagement, and hope in your organization.

Your employees are vital to your campaign's success.

Consider your internal audience a significant stakeholder or audience in your campaign. Consider them a critical audience you must meet and reach their needs before others. That might be radical, but employees are more potent than any eyes you will get online. They advocate for the organization, have deep networks, and will actively be its mouthpiece. If you don't know, train them so they can save your organization or business money on marketing in the future.

Who, when, and how do I inform internal staff?

Whether it is a new promotion, event, or program at your organization, making your fellow employees aware of your project early will set up your project for success in the long term. We help companies create these mini-communications plans to help enhance company culture and ensure your marketing campaigns succeed.

As a simple suggestion, inform your staff of a new marketing project you are working on at the beginning of the project. That could be a simple email with attractive imagery. Remember, internal staff members are just like any other audience; they must be emotionally motivated to act. Include an outline of the project with milestones and direct ways that they can help.

Reach higher-ups first

If you think it will just be too much information, reach the higher-ups in that department so at least that department head will know and communicate it to their team. Have a list of tasks for that department head. Better yet, ask for ways THEY think the campaign can better succeed. Now you are creating a feedback loop within our organization and growing buy-in.

Be vulnerable; this creates a warm company culture.

When people feel they have a say in how things will work, they take ownership but make sure you are looking for their help. For example, say, "I need your help. Could you think of a few ideas and get back to me with how your department can be part of this so we can include it in the marketing plan?"

I suggest creating a deadline and ensuring you and they set some goals and deadlines for how they plan to participate in the project.

Not only will your employees make your marketing campaign work better for you, but communicating with your employees can result in a more satisfied staff. In addition, you create a culture of openness and trust by building an internal team to your communications plan.

Let us help you develop the internal communications strategy

When in doubt, communicate your projects. If your organization doesn't have a structure for the internal communications process, we can help. We make sure all your bases are touched when growing and building your organization so your employees stay informed, engaged, and part of the group.

When your marketing campaign launches, you have an entire organization ready to respond appropriately, online, in-person, or engaging at company meetings. This move can transform your work culture and keep your employees committed long-term.


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