When you think of professional services marketing and business development, you probably focus on your external audiences. This makes sense, given that these targets are prospective clients and prospects whom you want to persuade to maintain, grow or begin a business relationship.
Yet, your audience encompasses more than what’s beyond the walls of your firm. Communicating to your internal stakeholders has tremendous value as well, and neglecting to appeal to these targets through internal communication efforts can result in significant missed opportunities. That is why professional services firms should invest in developing quality internal communications campaigns that leverage the same strategic principles as their external marketing and business development counterparts.
Here are just a few of the benefits of strategic internal communications.
- Cross-selling: One of the greatest values internal communications can have to a firm’s bottom line is cross-selling. Distributing a synopsis of a big client win, announcing the development of new business or spotlighting a partner’s practice are all ways to educate your employees about work being done at the firm. This can result in new synergies among different practices and professionals that can generate new business.
- Increasing engagement: Have you ever had to roll out a time-sensitive initiative at your firm that required every professional to act, such as drafting a new email signature or creating a username and password for intranet access? Getting everyone to comply in a timely matter isn’t easy, and a creative internal communications campaign can help. Here’s a case study about how Jaffe turned signing up for a law firm’s new web portal into a firmwide game.
- Boosting morale: Everyone likes to be recognized for their efforts, and a firm whose employees feel valued is a firm that will experience less turnover and greater productivity. With internal communications, you can show your professionals appreciation by providing firmwide recognition to different employees each month. Consider celebrating a significant business success with a party, and create artfully designed digital or paper invitations to distribute internally.
How Can Jaffe Help You with Internal Communications?
Whether your firm is looking to communicate more effectively with your internal stakeholders or create a unique campaign for a specific firm initiative, Jaffe can help. Our marketing experts will work with you to understand your goals and develop an internal communications strategy that acknowledges your firm’s culture and values. With our help, firms have enhanced their cross-selling capabilities, increased firmwide compliance with new policies and practices, and enhance morale by creatively celebrating successes and milestones. We also provide digital and print graphic design services for firm event collateral, including invitations and signage.
Want to add some strategy to your internal communications? Contact Terry M. Isner, CEO/Owner, Marketing & Branding, at firstname.lastname@example.org.