How To Quickly Attract New Payroll Customers
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.
- Word Count: 567
- Time To Read: 2.3 Minutes @ 250 Word Per Minute
Marketing your payroll service is a critical aspect to growing its sales; however, the key to your marketing success is this: Niche marketing.
What Is Niche Marketing?
Niche marketing is all about focusing on a particular group(s), i.e., a marketing database that have a common element(s).
Core Groups To Target:
Niche Markets To Consider:
- Charter Schools
- Franchise Owners
- Government Entities
- Healthcare / Home Care
- Hospitality Industry
- Law Practice
- Medical Practice
- Retail Businesses
The Benefit From Niche Marketing.
The real benefit of niche marketing is this: Focus. And if you ever managed a sales/marketing team, you and I both know it’s imperative to keep a person’s focus on a target market. Plus, when you are focused on a particular group, the following happens:
- Your marketing messages will be more in tune with the marketplace.
- Your sales team starts to use “buzz words” that resonate with a prospect.
- Your industry testimonials will carry more weight.
- Your salespeople have a defined target.
Successful Marketing Campaigns Follow Four Basic Rules.
- Have something good to say.
- Say it well.
- Say it often.
- Follow-up via a phone call.
What Type Of Promotions Or Low-Risk Offer Can You Use?
Consider these ideas as you plan your promotion:
- Celebrate National Payroll Week
- Bundled service/product promotion.
- Free trial period.
- Provide a gift card to a client who sends you a lead that results in a sale. Other ideas could be dinner on us, office lunch on us, to even cold hard cash.
- Sponsor a shred your office files day.
- Private label a bottle of hot / BBQ sauce. This is great to give (free) a local restaurant, CPA firm, or CPA/small business expo or event).
- Sponsor a CPA golf event.
Sample list of private label BBQ/hot sauce companies:
Crucial Step: Review Your Existing Marketing Material And Website.
I recommend reviewing/rewriting the following:
- Business Cards
- E-Mail Signature Line
- Sales Brochures
- Social Media Pages
Clearly Articulate The Pain Points Your Payroll Service Solves.
Your marketing message should tell a reader the problems your payroll service solves. Here are some key talking points:
- Increased level of accuracy (payroll reports and state/federal payroll withholdings).
- Lower cost(s) as compared to your current service.
- Better and more personalized customer service.
- Recommended by CPAs.
- Reduce the time spent managing and running payroll.
- Upgraded technology, time clock options, and HR services.
- Local business.
You Only Have 1- to 2.5 Seconds To Get Someone’s Attention.
Choose your headlines carefully as you will only have a reader’s attention for 1- to 2.5-seconds before they decide to read further on or stop altogether. With your niche marketing messages, remember to use industry jargon to help your message resonate with a reader.
Try to avoid using platitudes like these:
- We’re Better Than (Or Cheaper) Your Current Payroll Service
Add Reports To Your Website/e-Mail Marketing Campaigns:
- Top 10 Payroll And Timekeeping Tips for Small Businesses
- How To Identify Payroll Fraud At Your Business
- 5 Steps To Help Switch To A New Payroll Service
- A Business Owners Guide To Time Clocks
Executive Summary: Prospects will switch to a new payroll service for the following reasons:
- Poor Customer Service, Accuracy, Or Performance With Existing Service
- Better Functionality, Upgraded Technology, And Ease-Of-Use
- Trusted Advisor/Internal Decision Maker Recommended A New Service
- Business Is Being Taken For Granted
Now that you know the top reasons why someone would want to switch to a new payroll service, you can use this information in your next marketing campaign.