Although it is a technique applied in digital marketing for brands, Inbound Marketing is beginning to become a part of internal communication with excellent results.
Find out what it is and start generating a strategy according to your collaborators.
Blurred boundaries
As discussed in several articles from Oxean’s blog, newsletters, and social networks, the boundaries between internal and external communication are increasingly blurred.
Our internal public, our collaborators, and the people who make up the teams within the company are our first customers, even if they do not consume our product or service. They are the ones who know everything about the company, its brands, and organizational culture, and they are the ones who become our brand ambassadors.
But nowadays, organizations must maintain coherence and harmony between institutional, marketing, and internal communication.
IC Marketing
A few years ago, all this was unthinkable. Marketing and Institutional Communication ran on totally parallel tracks to Internal Communication. Agendas that never crossed, with themes, actions, and initiatives that did not overlap, or, in any case, were scarce and punctual.
The advance of digital social media for brands, companies, and organizations, and the need for effective communication raised in pandemic and hybrid schemes to remote teams, opened a wide range of opportunities for digital marketing strategies and tools applied to internal communication.
Internal social networks, applications each employee has on their cell phone, intranet, and more, appeared on the scene.
Along with this revolution of channels, techniques and tools usually used externally began to emerge.
One of them is Inbound Marketing.
What is inbound marketing?
Inbound marketing is a methodology based on creating valuable content and experiences to attract customers.
Unlike outbound marketing that bursts in a direct and intrusive way, such as advertising on social networks, inbound marketing creates useful connections for the customer, generating more lasting and loyal relationships.
The IC Inbound wheel
Through inbound, we propose that in internal communication, you provide your employees with elements, information, content, data, actions, and initiatives that add value to them.
As in digital marketing, Inbound applied to IC includes three ideas that feed back continuously in a virtuous circle:
Adding value to internal communication
In attraction strategies, it is necessary to create and publish content of value and interest to your employees on internal social networks, from brand actions and initiatives, internal projects, and management results or benefits, to content related to personal well-being.
Surveys, chatbots, and specific content agendas are excellent resources to generate interaction and have the direct opinion of the teams.
In delight strategies, the objective is to please people within the organization. It is essential to offer information and data that can be useful in their daily work, even telling achievements and success stories of projects and work teams. Delight strategies reinforce organizational culture and generate more lasting working relationships.
