Internal and External Marketing
Knowing the Difference Can Help Promote Your Brand
Marketing sometimes means having a conversation across many worlds. Your brand has to speak to people who are regular clients and people who have never heard of it. That means simultaneously getting new customers while keeping the old ones coming back. It’s a balance, but your brand, your business, your blood sweat, and tears are worth it.
This is the way you communicate with the people who are already familiar with you. They are the returning customer. You’ve already established a relationship with them somehow; maybe a family member used your services and sent them your way. Either way, the foundation has been laid; you just need to know how to build on it.
Internal marketing strategies can influence your brand in many ways. It can produce client referrals; we like to call this Word-Of-Mouth marketing. It’s human nature to share a positive experience, whether it’s via a great review on social media or a conversation among friends. A wonderful way to capitalize on this type of marketing is a testimonial campaign. Your brand can always benefit from those positive customer experiences; you can also use the campaign to spotlight your talented staff. Think videos on social media, think sharing the positive reviews on your Facebook page or Twitter account. It doesn’t have to be complicated or time-consuming, but it should be thoughtful.
Now, this one is a little trickier. External marketing is trying to reach a new customer; people you haven’t had a chance to build a relationship with yet. So this is where your radio, television, and billboard advertising lives.
But more than that, it’s important for you to know how to strategically place those ads. If you have a business that caters to an older crowd, doesn’t it make more sense to invest in a television ad promoting your services during the news at 6:30pm rather than during The Tonight Show at 11:30pm? It all comes down to knowing the characteristics of your audience. These types of campaigns are expensive; research would go a long way to making sure you are spending smartly.
It takes a healthy blend of these two marketing strategies to make a well-balanced brand. Marketing is not smoke and mirrors, it’s a strategy. And with small businesses owners wearing so many hats, it’s OK to admit you might need some help coming up with the winning combination of internal and external marketing.
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