In the big-budget, large agency world, all marketing programs begin at the inside and work their way out. Strategy starts with making sure the employees, starting from the top, understand how to talk about the company, it’s vision and it’s products.
Unless someone owns internal messaging and marketing, it’s highly likely that senior executives all have a different view of your services and differentiators. By the time those messages trickle down to staff, it’s a jumble of different ideas.
In senior care especially, where staff referrals and staff “rub off” onto customers is critical, we can do more marketing to employees. More in terms of volume/frequency, and more messaging by being clear about the mission, how you deliver it, what differentiates you from alternatives and competitors.
If you’re not sure if you need an internal marketing campaign, ask the next 5 people you meet in the hallway how they would sell or refer your services to a friend. If you get consistent answers you can stand behind, then you’re doing great on internal communications. If not, below are some ideas to firm up the message, so your marketing starts from the “inside-out.”
Have a great week,