As a local payroll provider, you’re able to offer businesses in your community a personalized payroll experience that big names in the industry can’t quite replicate. You know your clients on a deeper level and are able to use that knowledge to meet their unique needs. Plus, as members of the same community, you’re able to offer the benefits of proximity and knowledge of any local tax or payroll laws.
However, you also face unique challenges when it comes to scaling your client base. Despite offering outstanding customer service and a people-focused approach, it’s tough to stand out against the big names in the business. National providers like ADP have in-house marketing experts to align a marketing strategy with sales goals.
To face these challenges and still scale your client base, it’s time to level up your digital marketing strategy. Here are four marketing tips you can start to implement.
Nurturing leads is typically more effective than a fast and hard sales pitch. During this time, you’re developing and reinforcing relationships with potential clients, building trust and brand awareness. When a prospect is ready to outsource their payroll services, your company will be the first to come to mind.
There are several ways to nurture leads (emails, direct mail, retargeting ads, etc.). Our experience shows one of the most effective ways to do it is through sharing valuable and timely resources.
Make sure your sales team is fully equipped with content and events to promote. Here are a few things to consider using:
Regardless of the type of resources you create, your sales team should be promoting these across all channels, including email, mail, social media, etc.
This approach requires you to look at existing clients instead of working to bring in new ones. In terms of scaling your business, it might seem like signing new clients is the only way to go, but that isn’t the case. In fact, as HubSpot reports, it ranges from 5-25% more expensive to sign a new client than retain an existing one. This makes focusing on current clients a viable approach.
With upselling, your sales team approaches current clients to encourage them to purchase an additional or higher tier of your service. It lets clients know how your services can further benefit them beyond what they are already doing.
Here are a few ways this can be done:
When upselling your current client base, remember to keep your interactions honest and transparent. Be clear on what exactly you’re offering and how much the cost is.
It's essential to establish your company’s presence on social media, but for B2B companies, LinkedIn is an especially lucrative platform. In fact, according to a study done by LinkedIn Internal, 45% of all social media traffic to a company’s site comes from LinkedIn.
With this in mind, make sure you and your sales team are using this channel to consistently share relevant content. While posting to your company’s LinkedIn page is valuable, employees posting on their individual profiles ranks higher and increases your chances for visibility.
Posts need to be personal in tone, but they need to direct people to a specific web page or piece of content. Have employees drive traffic to relevant blogs or testimonials.
Here some general guidelines to follow:
For more tips on how to leverage this channel, check out our previous post on the topic.
The unique quality many local payroll companies have to offer is a more personalized approach. While you may like the size and budget of the big names in the industry, the authenticity you have to offer is unparalleled. Working within your community, you are able to approach prospects on a humanizing level. Leveraging your people-first company culture should be at the heart of your marketing strategy.
Give your target market insight into how you and your team operate. Here are some ways to do that:
Remember, your power as a local payroll company lies in your ability to connect and build meaningful relationships with clients. This is a quality of customer service they cannot get elsewhere. Implementing these four tactics will help your message stand out against the competition and allow you to grow and scale.]
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