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Thursday, December 13 2012

There are tons of ideas to market your payroll service but in reality, many of them WILL Be a waste of money for you. Therefore, the key is to do the things that will make you money; however, don't think for one-minute that putting out a shoddy marketing message will generate a lead/sale.
 
Keep Your Marketing Simple And Cost Effective; But Don't Stop Marketing.
 
To help you jump-start your sales on Monday morning, I have listed below a few ideas that could pay you huge dividends - the key is to be consistent, have a great marketing message and then follow-up on it.
 
HINT: Print this list and pass it to your sales and marketing staff for further discussion.
1.       Show People The Things That Make You Different. Take a quick look at what you are saying and ask yourself, "Do we look like another small, me too payroll service with what we are saying?"
2.       Focus On A Niche. Niche marketing allows you to develop a more focused database and sales message.
3.       Survey Your Customers. Have you ever asked your customers what they would like for other services? How about asking them how well you are performing? Do this and your leads will soar.
4.       Use A Combination Of e-Mail Marketing AND Direct Mail. Sure, e-mail marketing is dirt-cheap; however, only 10% - 25% of your subscribers are opening/reading your message; therefore, 75% - 90% ARE NOT. Don't commit marketing madness by exclusively relying upon e-mail marketing.
5.       Use The Postal Service. If it makes sense for your target market, send a low-cost postcard to them. Better yet, send a lumpy mail campaign (page 145 in my book) to a select group of prospective buyers.
6.       Send A Thank You Card. Sending a thank you card is a great way to remind people you appreciate their time and/or their business.
7.       Provide People A Low-Risk Way To Learn More. No matter what you sell, always promote some type of special offer to your target audience. By the way, it doesn't have to be a dollar off or discount to buy what you sell.
8.       Pick Up The Phone. The fastest way you can increase your sales is to pick up the phone and call someone AFTER they have received one of your marketing campaigns.
9.       Change The Way You Do Things Starting Monday Morning. If you want to change your sales results you need to change the things you are doing today. The key will be to drop the one that don't work for your business and fine-tune the ones that do.
10.   Don't Always Lead With A Payroll Message. Many payroll service salespeople fall victim to calling a prospect about their "payroll service." Why not change the message once a while and lead with an ancillary business service discussion like time and attendance, HR outsourcing, etc.
Executive Summary: Being consistent AND persistent with a finely tuned (and creative) marketing message will be you success. Remember, some people take 30 touches/calls before they talk with you while others could be just a few. Just because someone doesn't want to talk with you today doesn't mean they won't tomorrow.
 
© Drip Marketing, Inc. All Rights Reserved & May Not Be Used Without Written Permission
 
 

Posted by: Glenn Fallavollita AT 02:46 pm   |  Permalink   |  Email
Thursday, December 13 2012

 

Whenever I run a boot camp on e-mail marketing, my goal is to help people think both strategically and tactically about writing content for their e-mail marketing campaigns. That being said, I will always ask everyone in the room to write down the answers to these questions:
What is your e-mail marketing strategy?
 
  1. What is your strategy to increase the size of your e-mail marketing database?
  2. What type of information would make your target audience want to open/read your e-mail?
  3. What type of offer would get someone (the Tire Kickers and Immediate Buyers) to take the next step in the buying process?
The Key Is To Think Strategically.
 
For most everyone reading this e-mail, they tend not to think about what they can send to someone to buy RIGHT NOW.
Unfortunately, this oftentimes yields a low result (especially if not followed up with a phone call) because of these very realistic marketing statistics:
 
  • 75% to 85% of your e-mail marketing database DO NOT WANT to buy/learn about what you selling.
  • 8% to 15% of your e-mail marketing database are Tire Kickers (active and passive) - meaning they are ONLY interested in very low-risk offers and often times are in the INFORMATION GATHERING stage.
  • 1% to 3% of your e-mail marketing database WANTS TO BUY in the very near future and will be open to high-risk offers (this means they will be receptive to your phone call and/or take advantage of your offer/s).
Now that you know these stats, you can see that 97% of the people you are e-mailing DO NOT WANT to buy what you are selling right now; however, 9% to 18% DO have an interest. That said, you need to ask yourself a few more questions.
 
Three (3) Questions That Will Help You Develop Content For An e-Mail Marketing Campaign.
 
As you read these questions, write out as least five (5) answers to them. I recommend using a whiteboard if you are in a group situation.
 
  1. What type of information could we send that would help a prospect make a better buying decision (on what we sell)?
  2. What type of content could we send that would motivate someone to open/read our e-mail?
  3. What type of call to action or offer could we premiere on a campaign? Will it be of value to the Tire Kickers or just the Immediate Buyers in our database?
After you answer these questions, you can begin to take the next step in developing content that will be of value to your database of e-mail subscribers.
 
Executive Summary: When creating or updating your e-mail marketing strategy, recognize that only 1% to 3% of your database wants to buy from you in the near future. Although it is tempting to send an e-mail that sells, sells, sells, you should consider a series of e-mail marketing campaigns that DO NOT SELL BUT EDUCATE AND INFORM.
 

© Drip Marketing, Inc. All Rights Reserved & May Not Be Used Without Written Permission

 

 

 
Posted by: Glenn Fallavollita AT 02:45 pm   |  Permalink   |  Email
Thursday, December 13 2012

 

Most people who write a marketing message for their payroll service tend to use a lot of generalities and platitudes. And should you or someone at your organization fall victim to writing like this too, there is a good chance you are losing the interest of a reader -- and sales to the competition.

Here Are Some Actual Examples Of Generalities And Platitudes:

  • Salesperson at a chamber event (actual quote): "We do payroll better that anyone else. I'm your sales rep and we've been in business for almost 20 years."
  • Website content: We treat you as the valuable client that you are-not a number. Our customer service is immediate, personal, and effective. We also offer you pricing options that are competitive and predictable.
  • Website Content: With unmatched customer service and personal attention, we can make payroll fast and easy so you have more time to dedicate to running your business. And best of all, our payroll solutions will save you money over the large national payroll firms.

Words and phrases such as we can save you money, we are the largest, biggest or best are examples of platitudes - just try and avoid them whenever you write a campaign.

Six Elements Of A Winning Marketing Message.

Here are the six elements/steps to creating a money-making marketing message:

  1. Describe your prospect's problem: Your prospects want to be assured that you clearly understand their unique situation. Acknowledge their frustrations, problems and fears (that are common when using your product or service).
  2. Explain how you can solve this problem: Once you identify a prospect's problem, provide specific reasons as to how your company can solve them better than anyone else.
  3. Describe the benefits: Provide specific benefits rather than features your prospects will receive once they try your product or service.
  4. Obtain testimonials from customers: Nothing builds credibility better than a testimonial from a customer who has experienced your company's service or product firsthand.
  5. Provide someone a low-risk or risk-free method to try your product or service: Prospects are much more likely to try a new product or service if you reduce their risk.
  6. Provide a guarantee: Offer your prospects an unconditional guarantee - if they are NOT happy with your product or service, you will refund the money or redo the service until they are completely satisfied.

Executive Summary: When writing your marketing messages, make sure the words and phrases have some tangible and specific value. And once you crack the code to writing a marketing message/campaign, use this same technique for your brochures, website, direct mail pieces, sales scripts and e-mail marketing campaigns.

Posted by: Glenn Fallavollita AT 02:43 pm   |  Permalink   |  Email