16 Low-Cost Ideas To Help Market
A Payroll Service Business
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.
- Word Count: 526
- Time To Read: 2.1 Minutes Based on 250 Words Per Minute
Marketing a payroll service business does NOT have to be expensive to attract a new payroll, HCM, or timekeeping client; however, it is essential to stay in constant contact with your payroll service’s database of clients, prospects, and CPAs as you can never time a sale (or referral).
The Rules Of Marketing 101:
- You need to get someone’s attention.
- You need to educate someone on the things that make your payroll service unique and awesome.
- You need to provide someone a low-risk offer to help them take the next step in the buying process.
16 Marketing Ideas To Help Promote Your Payroll Service Business:
- Add a video to your website and e-mail marketing campaigns.
- Bundle an add-on service with another promotion.
- Buy a road sign billboard promoting your payroll service's logo, graphics, URL, and phone number.
- Conduct a client survey.
- Create a CPA Tax Season Survival Kit.
- Create a Get To Know Us Kit for your salespeople to use in the field.
- Offer a free trial for your payroll processing service or an employee time clock, i.e., XX-day free trial, XX-day money-back guarantee, etc.
- Give your existing marketing material a facelift.
- Install an e-mail drip marketing system (for your clients, prospects, and referral partners).
- Promote an add-on service via a free trial or special offer, i.e., free employee background check.
- Provide a gift card (for dinner, extra holiday money) to the clients who refer a new client your way.
- Provide free report downloads: How To Switch Payroll Service In Three Easy Steps, How To Avoid Payroll Tax Penalties, etc.
- Send each salesperson's list top 10 prospects and referral partners a lumpy mail campaign every 90-days.
- Invest in your SEO efforts.
- Sponsor a Shred Your Documents Day with a shredding company in conjunction with a local bank or credit union.
- Wrap your company car with your payroll service's logo, graphics, URL, and phone number.
Other Ideas To Help Market Your Payroll Service Business.
- Review your marketing brochures and website and ask yourself, “Does this make us look like an awesome and unique payroll service?”
- If your answer is no, go back and retool your marketing copy, images, and low-risk offers.
A Little About Your Marketing Copy/Messaging.
- When it comes to writing copy, less is more; therefore, limit the words used.
- Use engaging headlines and sub-headlines to help a reader digest your message. Remember, you have about 1 to 2.5 seconds to capture someone’s attention.
Always Be Updating Your Database Of Clients, Prospects, And Referral Partners.
- 50% to 60% of your sales success is directly related to the size and quality of your marketing databases. As I tell our payroll service clients and students, “Show me your marketing databases, and I will show you your sales future.”
- IMPORTANT: If a payroll service's sales leader doesn’t make it a priority to build a massive and high-quality e-mail database, his or her salespeople won’t make it a priority either.
Executive Summary: If you focus on the needs of your target audience, it will go a long way in helping someone learn more about your payroll service (and get you noticed when they are ready to hire a new payroll service or recommend your payroll service to someone they know).
Lastly, don't forget to make it a priority to build a database of clients, prospects, and referral partners.