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  • Writer's pictureJuliana Hellbrügge

Get Everyone On Board: Why Internal Buy-In Beats Jumping to Paid Media


In today's competitive business environment, ensuring the success of any project requires more than just a brilliant idea or a substantial communication budget. One of the most overlooked yet crucial steps is securing internal buy-in before allocating significant resources to paid media. Dedicating money, time, and energy to selling your project internally can be the difference between its success and failure, not to mention the impact on one's career.


Fostering Ownership and Commitment


First and foremost, internal buy-in fosters a sense of ownership and commitment among team members. When everyone in the organization supports the project, they become more invested in its success. This collective enthusiasm can drive higher levels of creativity and productivity, as team members are more likely to go the extra mile when they feel their efforts are valued and aligned with the company’s goals.


Financial Prudence


Financially, it’s wiser to ensure internal alignment before committing to expensive external activation campaigns. If a project is not fully understood internally (which happens more often than one might imagine!), it risks being poorly executed, leading to wasted resources and ineffective marketing. Securing internal buy-in means that the project is scrutinized, refined, and understood by those who will be responsible for its success, minimizing the risk of miscommunication and errors.


Amplifying External Efforts


Furthermore, internal advocacy can amplify external efforts. Employees who are passionate about a project can become its best ambassadors, promoting it through their own networks and social media channels – an organic promotion that can often be more effective and authentic than paid media. This kind of internal support can create a multiplier effect, where internal enthusiasm translates into external buzz.


Building a Solid Foundation


As any marketer will attest, dedicating time, money, and energy to sell your project internally first will build a solid foundation that maximizes the impact of all marketing efforts. By securing internal buy-in, you are not only ensuring that the project is well-understood and supported but also creating a team of advocates who are committed to its success. This internal support can be invaluable, providing insights, feedback, and additional promotional avenues that can greatly enhance the effectiveness of your paid media campaigns.


In conclusion, prioritizing internal buy-in before jumping to paid media ensures a higher likelihood of both business and professional success. By fostering a sense of ownership, ensuring financial prudence, and amplifying external efforts through internal advocacy, you can create a robust foundation for any project, leading to more effective and efficient marketing outcomes.

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