Marketing — those colleagues who try to catch customers with colorful flyers, posters, and Facebook ads, right? And now you, as an internal communicator, are supposed to do internal marketing? Really? We’ll explain why you should familiarize yourself with the concept of internal marketing and provide you with a definition, benefits, goals, and strategies for implementation. And to keep it practical, we’ll play it out with an example from the grocery retail sector.
Definition: What is internal marketing?
Internal marketing is a strategic approach (think of the people behind the creation of your company’s strategic narrative) where the employees of a company are considered “internal customers.” The goal is to increase employee engagement and satisfaction by ensuring they understand and support the company’s values, mission, and goals. Internal marketing thus promotes employee retention and turns them into brand ambassadors. Through colleagues with customer contact especially, positive effects transfer to customers (and other external stakeholders) and therefore to overall business success.
External vs. internal marketing
What’s the difference between external and internal marketing?
Traditional marketing aims to market products or services to existing or potential customers. In this context, employees are typically not a prioritized target group.
The concept of internal marketing places more emphasis on this target group. This does not mean encouraging employees to buy the company’s products and services. Instead, they should be convinced of the company’s vision and mission.
Therefore, it is crucial that employees know the company’s goals, positions on key issues, and products. Ideally, they can identify with them and perhaps even become fans of the company philosophy and its offerings.
Both approaches — external and internal marketing — are important and complement each other to achieve the company’s overall goals.
Why is internal marketing important?
Internal marketing plays a crucial role in the modern business world. An engaged and motivated workforce leads to higher productivity, lower turnover rates, and stronger company loyalty.
When employees understand and identify with the company’s mission and goals, they become advocates for the brand. This not only improves the work environment but also enhances the external image of the company.
A marketing mindset that is lived throughout the company leads to stronger customer orientation.
In plain terms: If I conduct good internal marketing, my employees will do good external marketing. Possibly unconsciously, but definitely directly in contact with customers, applicants (keyword: employer branding), etc.
12 benefits and goals of internal marketing
Some goals and benefits of internal marketing directly affect employees. Other effects are more indirect, through employee contact with external stakeholders.
Here are some of the key benefits and goals of internal marketing at a glance:
- Transparency (knowledge of marketing strategy, customer expectations, etc.)
- Employee development and knowledge building
- Trust building
- Alignment (shared values and goals)
- Increased employee engagement
- Brand identification
- Employee retention
- Employer branding
- Increased innovation power
- Customer orientation
- Better customer experience
- Higher customer satisfaction
Establishing internal marketing: strategies for implementation
Implementing effective internal marketing requires a strategic approach that aligns employees with company values, vision, and goals. Here are key strategies to help build a strong internal marketing framework:
Develop segmented communication plans
Tailor your messages for different departments, regions, or employee roles. Creating segmented communication plans ensures that each group receives information relevant to their daily work. For instance, crafting separate messages for frontline teams versus corporate staff not only enhances engagement but also improves message retention.
Create a consistent internal brand voice
Just as external branding relies on consistency, a clear internal brand voice is essential for employee engagement. By developing style guides or templates that align with external branding, companies can create a seamless experience. This approach helps employees recognize and connect with company values, reinforcing company culture and fostering a shared sense of purpose.
Incorporate interactive content and feedback mechanisms
Interactive content, such as live Q&As, polls, and interactive videos, empowers employees and encourages two-way communication. Using tools like open town halls with anonymous feedback options allows employees to share their thoughts freely, fostering an inclusive environment. For example, implementing a feedback loop can help address concerns early on and show employees that their input matters.
Leverage data-driven insights for continuous improvement
Regularly review analytics from intranets, email campaigns, and engagement tracking tools to understand what resonates with employees. For example, if data shows high engagement with visually rich newsletters, incorporate this format more frequently to sustain interest. Data insights allow teams to adjust strategies continuously, improving overall effectiveness and helping measure impact more precisely.
Use storytelling to build connection
Storytelling can be a powerful tool for aligning employees with company goals. For instance, sharing stories of customer success, innovative projects, or team achievements creates a stronger emotional connection to the company’s mission. Employees who see themselves reflected in these narratives feel more invested in their roles.
Align internal and external messages
Synchronizing internal and external messages reinforces consistency. When employees understand the messages being communicated to customers and the public, it builds trust and alignment. This consistency ensures that employees are informed ambassadors of the brand, equipped to represent the company accurately both inside and outside the workplace.
By implementing these strategies, companies can cultivate a work environment where employees feel informed, valued, and aligned with organizational goals — laying a solid foundation for successful internal marketing.
Internal marketing examples
Real-life examples of successful internal marketing illustrate what a robust strategy can achieve:
Recognition campaigns
Some companies, like Google, run monthly recognition campaigns highlighting employee achievements across departments. By spotlighting individual and team contributions, these campaigns foster a culture of appreciation and encourage others to strive for excellence.
Onboarding programs
At HubSpot, onboarding isn’t just an HR function; it’s an internal marketing effort that includes storytelling, brand education, and team-building activities. This immersive experience gives new employees a sense of belonging and helps them connect with company goals from day one.
Company-wide challenges and events
Organizations like Nike implement company-wide wellness challenges that integrate branded visuals, social sharing, and rewards. These initiatives boost morale and reinforce company values, showing employees that their well-being is part of the company’s core mission.
12 ideas for internal marketing
Creativity knows no bounds. We recommend a combination of classic formats and channels of internal communication with new measures created specifically for internal marketing.
Here are 12 ideas for internal marketing that have proven effective in practice:
- Dedicated content hubs for vision/mission/values, product categories, markets, etc.
- Posters with company values in prominent locations
- A “How employees live the company values in everyday life?” campaign
- Regular training sessions (live or on-demand) on strategy, products, etc.
- Contests or a quiz night where product knowledge is tested, and prizes can be won
- Monthly insights into marketing activities (e.g., as intranet articles)
- CEO updates as video messages
- AMA (Ask Me Anything) with the CEO
- Mentoring or buddy programs: Experienced employees support new or less experienced colleagues with knowledge building and cultural aspects.
- Internal podcasts: Regular podcasts with interviews and discussions about company goals, projects, and successes.
- Internal product newsletter with all new developments
- Employee magazine with key topics (cultural and business-related)
Of course, there are many more ways to conduct internal marketing. For more inspiration, I recommend our blog article on the 8 most important channels and formats to reach all employees.
Best Practice: internal marketing in the grocery retail sector
Does this still sound too abstract? Let’s take a look at how internal marketing could look in practice.
Imagine you are a communicator at a large grocery retailer. The market is competitive, and you know that the perception of your brand is one of the most important factors in whether customers shop with you or your competitors.
Customer touchpoints begin with employees
In your industry, customers also have many direct contact points with your employees. Besides the store setup, the assortment, and of course the pricing, these contacts significantly influence the customer experience, brand perception, customer satisfaction — and ultimately the sales.
Therefore, you should be aware of the interaction between external and internal marketing. In external marketing, supermarkets are known to use promotional flyers, billboards, social media and display ads, TV and radio commercials, own apps, discount campaigns, and numerous other advertising formats.
Considering employees as an internal audience
When planning these marketing activities, the target group of your own workforce should always be considered.
Preparing employees for new initiatives
Let’s assume your company wants to become more sustainable. To do this, several initiatives are being implemented, which also affect the assortment, for example, in the form of a larger selection of vegan and organic products.
Your customers learn about this from all the above-mentioned media. Before this happens, your employees should be prepared. They need to be able to answer questions and explain new product categories.
They should understand the bigger picture, the vision and mission in which sustainability plays an important role. Ideally, they fully support it and want to contribute to fulfilling the mission out of conviction. They need to be informed about the strategic decisions and the goals of the initiatives. Finally, they should be able to answer some key questions about the new products.
Key steps for implementing an internal marketing strategy
If you haven’t established an internal marketing strategy, start by following these steps:
- Clarify responsibilities
- Status analysis
- Target group analysis
- Segmentation of target groups
- Definition of goals and KPIs
- Channel strategy
- Topic planning
- Editorial planning
- Consistency
- Data analysis, impact measurement, and feedback
Practical examples: applying internal marketing to grocery retail
Here’s how internal marketing strategies could look in practice:
Content hub: A dedicated space on the intranet or employee app where employees can find information about new sustainable product lines, the company’s mission, and FAQs. This hub becomes a single source of truth that keeps employees aligned with company goals.
Leadership messaging: A video from management explaining the decision to expand vegan and organic options. Employees could submit questions, which are answered in an “ask-me-anything” event, giving them clarity and confidence in their role in this shift.
Internal podcast: Store managers could share stories of how they’ve implemented sustainable changes and how customers are reacting. This lets employees learn from each other and stay motivated.
Using technology to power internal marketing
These internal marketing efforts rely on technology for smooth implementation. Platforms that support content hubs, interactive videos, and internal podcasts can help you connect employees with company-wide initiatives, ensuring they’re informed and engaged.
As you can see, these measures cannot be implemented without the necessary technology. So let’s take a brief look at this topic.
Internal marketing trends in 2025
In 2025, internal marketing continues evolving to address a rapidly shifting workplace landscape, placing employee connection and alignment at the center of corporate strategy. Here are the key trends shaping internal marketing this year:
1. Personalized employee experiences
Just as external marketing targets segmented customer audiences, internal marketing is now prioritizing personalization. From AI-driven content recommendations on intranets to segmented email campaigns, companies are tailoring messages to match employee roles, interests, and professional development goals.
2. Data-driven impact measurement
With advanced analytics, internal marketing is moving beyond measuring reach to assessing true impact. In 2025, engagement tracking tools provide insights on message resonance, sentiment analysis, and behavior change, enabling companies to understand not only what employees read but what inspires action and alignment.
3. Emphasis on transparency and values-based communication
As employees increasingly seek purpose and values alignment at work, companies are prioritizing open, value-driven internal marketing. Transparent communication about company decisions, sustainability initiatives, and social impact is key to cultivating an engaged, mission-driven workforce.
4. Interactive and immersive campaigns
Companies are exploring interactive formats like live Q&As, virtual town halls, and gamified learning experiences to create two-way communication. These formats increase engagement by inviting employee participation, making internal campaigns feel more dynamic and inclusive.
5. Cross-functional collaboration
Effective internal marketing in 2025 is a cross-functional effort. Internal communicators, HR, and marketing teams are working closely to create consistent, compelling messages that reinforce company culture and mission, ensuring that employee experience aligns with external brand promises.
Technology: internal marketing is best achieved with a communications cloud like Staffbase
One of the most effective ways to implement internal marketing is through modern communication platforms like Staffbase. With this communications cloud, companies can plan their communications and align all campaigns with strategic goals. Content creation is then done collaboratively and across departments in one central location.
Staffbase offers its customers employee apps, intranet, and email — all branded in the company’s corporate design. Integration with Microsoft 365 is also possible.
Are your measures achieving the desired success? You can find out with Smart Impact. Analyze visibility, interaction, sentiment, and approval of your campaigns and thus prove the business impact of your work.
With Staffbase, inspiration succeeds across all channels — for successful internal marketing, stronger employee retention, and a better customer experience.
Conclusion
Internal marketing is an indispensable tool for companies that see their employees as valuable ambassadors and key to success. Through targeted strategies and the use of modern technology, companies can build a strong, engaged, and loyal workforce. Internal marketing not only strengthens the company from within but also enhances its external image and significantly contributes to long-term business success.