How To Promote And Market
A Small Payroll Service Bureau
By Glenn Fallavollita, CEO – SellMorePayroll.com | Author | Keynote Speaker
- Word Count: 525
- Time To Read: 2.1 Minutes [Based on 250 Words Per Minute]
Marketing a small payroll service bureau doesn’t have to be expensive to attract new payroll, HR and timekeeping clients. Because you can never time a sale, it is important to stay in contact with your database of prospects should they experience frustration with their current payroll service.
Successful marketing campaigns for small payroll service bureaus follow three basic marketing rules; they are:
- They get someone’s attention.
- They educate readers/listeners on the things that make a payroll service awesome and unique.
- They provide readers/listeners with a low-risk offer to help them take the next step in the buying/educational process.
Creating a marketing campaign doesn’t have to be a lot of trial and error. In fact, there are some time-tested campaigns that will work; however, you need to follow-up on each campaign with a phone call.
Types Of Marketing Campaigns To Consider Using At Your Payroll Service:
- Promote an add-on service via free trial or special offer, i.e., free employee background check.
- Bundle an add-on service with another promotion.
- Free payroll processing trial, i.e., 60-days.
- Provide a gift card to your clients who refer a new client your way.
- Conduct a client survey.
- Create a CPA “Tax Season Survival Kit.”
- Sponsor a “Shred Your Documents Day” with a shredding company in conjunction with a local bank or credit union.
- Send each salesperson's "top 10 prospect and referral partner" list a lumpy mail campaign.
- Provide free report downloads: Affordable Care Act Updates; How To Switch Payroll Service In Three Easy Steps, How To Avoid Payroll Tax Penalties, etc.
Give Your Existing Marketing Material A Facelift.
Look at your current 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.
When it comes to marketing messaging, less is more; therefore, limit your copy. Additionally, your headlines play a huge role as you only have 1 to 2.5 seconds to capture someone’s attention.
Build 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. In fact, I tell all of our clients and students, “Show me your marketing databases and I will show you your sales future.” Unfortunately, if a sales leader doesn’t make it a priority to build a massive and high quality 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 you know what is important to them when they make a buying decision. Additionally, you can use this information to help you create marketing messages that resonate with your target audience. Lastly, don't forget to make it a priority to build a database of clients, prospects and referral partners.
About The Author
Glenn Fallavollita is the President of SellMorePayroll.com, a Division of Drip Marketing, Inc. He founded Drip Marketing, Inc. in 2002, and serves as CEO, lead copywriter and strategist. He is also instrumental in developing the curriculum, format and expansion of Drip University - the training arm of Drip Marketing, Inc. and SellMorePayropll.com. His work, insight and creative talent has been the catalyst for the delivery of more than 35 million e-mail campaigns on behalf of his clients.
To learn how we can help your payroll service increase its sales, visit us on the web at www.SellMorePayroll.com or call us directly at (856) 401-9577.