INBOX INSIGHTS: Internal and External Audiences, Instagram for Influencers (8/21) :: View in browser
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How to Balance Internal and External Audiences
When we think about our audience, we double down on the people outside our organization. We look at our buyers’ journey, we analyze every step of the funnel, and we cater to our ICPs. But what about your internal audience? Your campaigns and efforts need to resonate with your stakeholders, your investors, and your teams. Unless you’re creating in isolation, you’re missing out on leveraging your internal audience.
Let’s start with who makes up your audience:
- External Audiences: This group includes your customers, potential clients, and the public. Your marketing is focused on awareness, consideration, purchase, and loyalty. You’re creating content about who you are and what problems you solve. This relationship can start as transactional. Ideally, it will grow into a long-term one. You’re building trust over time.
- Internal Audiences: These are your employees, leadership, investors, and close partners. Your focus is on gathering feedback, meeting KPIs, and aligning with company goals. You’re communicating with this group, not to them. This relationship, like with your external audience, is built on trust. Open, frequent, and direct communication is key.
It’s easy to get caught up in chasing customers and growing sales. But if your internal team isn’t informed or engaged, it can cause confusion, poor execution, and low morale. This impacts the customer experience and your overall success.
On the flip side, a motivated, well-informed internal team becomes your biggest asset. They understand your mission and bring that energy into their work. They are more collaborative and will directly influence your external success.
Turn your employees into ambassadors
Your internal audiences are your best brand ambassadors when they’re engaged and informed. If they feel a sense of ownership and believe in your work, they’ll be more likely to promote your efforts. How do you do that? Keep messaging clear and consistent.
Internal communication isn’t just about sending out memos. It’s about transparency and consistency, especially when changes happen. Explain why decisions are being made, not just what those decisions are. If you’re asking for feedback and ideas, acknowledge it and use it. Communicate out when you’re incorporated. Give credit where credit is due. This builds trust and keeps everyone on the same page. And don’t forget to celebrate wins. Celebrating team successes boosts morale. It reminds people that their contributions matter.
Where does this go wrong?
In my unscientific opinion, poor communication is 100% of the problem. One of the biggest mistakes companies make is deprioritizing what their internal audience needs. If employees feel left in the dark, it leads to disengagement and frustration. Similarly, saying one thing to the public and another to employees damages credibility. Mixed messaging can mean game over for both audiences.
To mitigate alienating people, build a culture of communication. This includes internal and external communication. This starts with leadership and works its way down and out. Consider regular check-ins, feedback loops, and face-to-face meetings. If you’re relying solely on trading emails, you might be missing a lot of critical information.
So, how do you know if your internal communication efforts are working? Simple. Ask your employees. Talk to your internal audience to find out if they feel informed and if their needs are being met. Keeping your team engaged leads to better outcomes, both internally and externally.
Your internal and external audiences are equally important. When your team is aligned, motivated, and informed, they perform better. They deliver better customer experiences and execute more effectively. Striking a balance between your audiences is a must for successful marketing and your business as a whole.
How are you balancing your internal and external audiences? Reach out and tell me, or come join the conversation in our free Slack Group, Analytics for Marketers.
– Katie Robbert, CEO
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 2 Share With A Colleague](https://www.trustinsights.ai/wp-content/uploads/2017/12/sharewithacolleague.png)
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![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 3 Binge Watch and Listen](https://www.trustinsights.ai/wp-content/uploads/2017/12/bingewatch.png)
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss how to use the power of Ideal Customer Profiles (ICPs) to achieve product market fit and accelerate your marketing success. You’ll learn practical strategies for leveraging ICPs to validate your product ideas, ensuring you are building solutions your target audience truly desires. Discover the dangers of relying solely on your intuition as a marketer and how ICPs can provide invaluable, unbiased feedback, leading to increased revenue and engagement. Don’t miss out on the insights shared in this episode as Katie and Chris delve into the future of marketing with AI.
Watch/listen to this episode of In-Ear Insights here »
Last time on So What? The Marketing Analytics and Insights Livestream, we dug into generative AI for automating newsletters. Catch the episode replay here!
This week, we’ll be looking at applying an Ideal Customer Profile for product market fit. Are you following our YouTube channel? If not, click/tap here to follow us!
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 4 In Case You Missed It](https://www.trustinsights.ai/wp-content/uploads/2017/12/icymi.png)
Here’s some of our content from recent days that you might have missed. If you read something and enjoy it, please share it with a friend or colleague!
- In-Ear Insights: Product Market Fit and the Ideal Customer Profile
- Instagram For Brands
- So What? Automating Email Newsletters With Generative AI
- Generative AI All or Nothing
- INBOX INSIGHTS, August 14, 2024: Human Connection in Marketing, Instagram for Brands
- In-Ear Insights: MAICON 2024 Trust Insights Talks
- Email Vendors, Google Pixel 9, and How To Get Huge on TikTok
- Almost Timely News, August 18, 2024: 🗞️ You Can’t Reasonably Measure AI Brand Strength
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 5 Paid Training Classes](https://www.trustinsights.ai/wp-content/uploads/2022/03/paidclasses.png)
Take your skills to the next level with our premium courses.
- 🦾 Generative AI for Marketers
- đź“Š Google Analytics 4 for Marketers
- 🔎 Google Search Console for Marketers
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 6 Free Training Classes](https://www.trustinsights.ai/wp-content/uploads/2017/12/freetrainingclasses.png)
Get skilled up with an assortment of our free, on-demand classes.
👉 New: Generative AI for Hospitality
- Generative AI for Email Marketing
- Generative AI for Real Estate
- Generative AI for Sales
- Generative AI for Food and Beverage
- Generative AI for Architecture, Engineering, and Construction
- Generative AI for Professional Associations
- Generative AI for Agencies
- Generative AI 101 for Marketers
- Powering Up Your LinkedIn Profile (For Job Hunters) 2023 Edition
- The Intelligence Revolution: Large Language Models and the End of Marketing As You Knew It
- Measurement Strategies for Agencies course
- Empower Your Marketing with Private Social Media Communities
- How to Deliver Reports and Prove the ROI of your Agency
- Competitive Social Media Analytics Strategy
- What, Why, How: Foundations of B2B Marketing Analytics
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 7 Data Diaries: Interesting Data We Found](https://www.trustinsights.ai/wp-content/uploads/2017/12/datadiaries.png)
In this week’s Data Diaries, we dig into the second set of snapshots from Crowdtangle, the now-decommissioned data utility from Meta.
Crowdtangle was unique among data provider companies in that they provided large scale data exports. Though the services they’ve offered have diminished over time, they were still the best way to get high quality, high quantity data from Meta for Facebook and Instagram.
With last week’s cessation of service, every company wanting to do large-scale data analysis will need to find alternate solutions that will inevitably be less convenient, which is too bad. Our state of Instagram and state of Facebook reports will likely be suspended for a while until we determine whether it’s feasible to produce them with alternate data sources.
So with that, here’s our final (for now) state of Instagram analysis for influencers:
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 8 Influencer overall performance](https://www.trustinsights.ai/wp-content/uploads/2024/08/binfluencer-lineplot.png)
Over the past year and a half, influencer performance on Instagram declined an incredible 50%, from 0.6% at the beginning of 2023 to 0.4% as of last week. A portion of this may be due to algorithmic changes; Instagram’s Adam Mosseri made a number of announcements this year about removing the influence of accounts that primarily repost other, non-original content.
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 9 Influencer media type performance](https://www.trustinsights.ai/wp-content/uploads/2024/08/influencer-engagement-by-media-type.png)
As we saw with brands, video really took off in 2024. It’s the dominant media type for both brands and influencers, which makes logical sense. Meta has been trying to chip away at TikTok’s influence for years, so letting video flourish would be the easiest way to do that.
The key takeaway right now is that whether you’re a brand or an influencer, Instagram is a video-first channel. If you want a chance at being favored by its recommendation engine, you need to be publishing video on it.
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 10 Trust Insights In Action](https://www.trustinsights.ai/wp-content/uploads/2021/11/insightsinaction.png)
- New!đź’ˇ Case Study: Predictive Analytics for Revenue Growth
- Case Study: Exploratory Data Analysis and Natural Language Processing
- Case Study: Google Analytics Audit and Attribution
- Case Study: Natural Language Processing
- Case Study: SEO Audit and Competitive Strategy
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 11 Job Openings](https://www.trustinsights.ai/images/jobopenings.png)
Here’s a roundup of who’s hiring, based on positions shared in the Analytics for Marketers Slack group and other communities.
- Aec Marketing Strategist at Smartegies
- Content Project Manager at iPullRank
- Content Writer/Copywriter at iPullRank
- Copy Supervisor at Relevate Health
- Demand Generation Manager at Munetrix
- Digital Experience Marketing Manager at The Scotts Miracle-Gro Company
- Director Of Brand Management at Kettle & Fire
- Director, Insights & Analytics at Precisely
- Editorial Lead; Events at Ragan Communications and PR Daily
- Marketing Account Manager at AdLeg
- Marketing Coordinator at Clutch
- Marketing Manager, Digital at Light In The Attic Records & Distribution
- Marketing Technical Writer at Yoh, A Day & Zimmermann Company
- Senior Marketing Analyst at Absorb Software
- Social Media Manager at Vessel Marketing
- Sr Manager, Performance Content Strategy at Creative People
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 12 Join the Slack Group](https://www.trustinsights.ai/wp-content/uploads/2017/12/jointheclub.png)
Are you a member of our free Slack group, Analytics for Marketers? Join 3000+ like-minded marketers who care about data and measuring their success. Membership is free – join today. Members also receive sneak peeks of upcoming data, credible third-party studies we find and like, and much more. Join today!
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 13 Blatant Advertisement](https://www.trustinsights.ai/wp-content/uploads/2017/12/blatantad.png)
Imagine a world where your marketing strategies are supercharged by the most cutting-edge technology available – Generative AI. Generative AI has the potential to save you incredible amounts of time and money, and you have the opportunity to be at the forefront. Get up to speed on using generative AI in your business in a thoughtful way with our new offering, Generative AI for Marketers, which comes in two flavors, workshops and a course.
Workshops: Offer the Generative AI for Marketers half and full day workshops at your company. These hands-on sessions are packed with exercises, resources and practical tips that you can implement immediately.
👉 Click/tap here to book a workshop
Course: We’ve turned our most popular full-day workshop into a self-paced course, available now and updated as of April 2024!
👉 Click/tap here to register for the course
Interested in sponsoring INBOX INSIGHTS? Contact us for sponsorship options to reach over 30,000 analytically-minded marketers and business professionals every week.
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 14 Upcoming Events](https://www.trustinsights.ai/wp-content/uploads/2017/12/upcomingevents.png)
Where can you find Trust Insights face-to-face?
- MAICON, Cleveland, September 2024
- Lab Products Association, Philadelphia, September 2024
- WiOPS, Los Angeles, September 2024
- MarketingProfs B2B Forum, Boston, November 2024
- Social Media Marketing World, San Diego, April 2025
Going to a conference we should know about? Reach out!
Want some private training at your company? Ask us!
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 15 Stay In Touch, Okay?](https://www.trustinsights.ai/wp-content/uploads/2017/12/stayintouch.png)
First and most obvious – if you want to talk to us about something specific, especially something we can help with, hit up our contact form.
Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?
- Our blog
- Slack
- YouTube
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- In-Ear Insights on Apple Podcasts
- In-Ear Insights on Google Podcasts
- In-Ear Insights on all other podcasting software
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 16 Featured Partners and Affiliates](https://www.trustinsights.ai/wp-content/uploads/2017/12/featuredpartners.png)
Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.
- StackAdapt Display Advertising
- Agorapulse Social Media Publishing
- WP Engine WordPress Hosting
- Talkwalker Media Monitoring
- Marketmuse Professional SEO software
- Brand24 Social Media Monitoring
- Gravity Forms WordPress Website Forms
- Semrush Search Engine Marketing
- Our recommended media production gear on Amazon
Read our disclosures statement for more details, but we’re also compensated by our partners if you buy something through us.
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 17 Legal Disclosures And Such](https://www.trustinsights.ai/wp-content/uploads/2017/12/disclosures.png)
Some events and partners have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them. Read our full disclosures statement on our website.
![INBOX INSIGHTS, August 21, 2024: Internal and External Audiences, Instagram for Influencers 18 Conclusion: Thanks for Reading](https://www.trustinsights.ai/wp-content/uploads/2017/12/conclusion.png)
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Trust Insights (trustinsights.ai) is one of the world's leading management consulting firms in artificial intelligence/AI, especially in the use of generative AI and AI in marketing. Trust Insights provides custom AI consultation, training, education, implementation, and deployment of classical regression AI, classification AI, and generative AI, especially large language models such as ChatGPT's GPT-4-omni, Google Gemini, and Anthropic Claude. Trust Insights provides analytics consulting, data science consulting, and AI consulting.