Using Lead Generation for Payroll Services

Offering payroll services means you make life easier for your clients, but even though you have much to offer, it may be challenging to attract and maintain a pool of loyal clients. Investing time and effort into lead generation is often necessary to get people interested in your payroll services.

This guide covers how to generate leads for your payroll services to help you grow your business and gain loyal customers. For more helpful tips, consider subscribing to our newsletter, Revenue Weekly.

What is lead generation?

In the world of marketing, lead generation is the process of attracting people to your brand. In short, this strategy involves identifying and nurturing leads — or potential clients — so that they eventually convert and sign up for your services. If you look at the marketing funnel, lead generation occurs in the “awareness” section and turns into lead nurturing in the next two parts.

With lead generation, you can convince potential customers to choose you over a competitor because they’ll recognize the benefits of your services.

How to identify your target audience

Before you focus on developing digital marketing strategies to cultivate leads, you must understand your target audience. This group comprises individuals who are most likely to require your services. In the case of payroll services, you automatically know one defining characteristic of your target clients — they own or are a decision-maker of a business with employees.

With that information in mind, you’ve narrowed down your intended audience, but you still have some work to do. From there, you need to consider a few aspects of your company, such as:

• Your company’s location: Depending on your business’s goals, you may prefer to work with local clients vs. national companies. If you’re a new payroll services business, gathering a few clients in your city may be your preferred option to establish your brand. Either way, consider whether your location will play a role in your lead generation tactics.
• Your payroll services’ capabilities: What kinds of payroll services do you offer? Take a moment to look at the full picture of your offerings. When you completely understand their ins and outs, you can better market them to the people who need them most.
• Your niche: Do you want to build a client base with various kinds of businesses, or would you prefer to focus on one sector? For example, you may find a viable niche in marketing your payroll services only to schools. Consider how your intentions here might influence your lead generation ideas.

Further narrowing down your target audience and creating buyer personas to help you fully realize them as potential clients is critical for lead generation. If you haven’t invested in target audience research, now would be the time to do so. This way, you know who to target with your lead generation strategies.

Five lead generation ideas for payroll services

When you single out your target audience, you can assess the different lead generation options available. Remember, lead generation is meant to encourage people to learn more about your company and consider using your services. Here are five lead generation strategies for your payroll services company:

1. Email

With weekly email updates and monthly email newsletters, you can capture the attention of leads who have shown interest in your services. These people have already been to your website or seen content that asked them to subscribe to your email list, so now you can solidify them as leads and convince them to choose you. Use a simple yet engaging email format template with an actionable call to action at the end to drive conversions.

2. Blogs

Creating a company blog is an effective way to generate leads. You and your team can use this platform to post articles about different payroll topics, such as the benefits of payroll services and what they can accomplish. Then, when people search for that topic, they’ll find your blog and learn more about your services, so long as you prime your blog posts for search engine optimization.

3. Social media content

Leading potential clients to your website in the hopes of conversion is relatively simple on social media. By posting engaging social content on different platforms, you can point leads to your services and get them to follow your accounts. To boost your chances of success, choose the right social media platforms for your target audience — Facebook and Twitter will likely suffice — and post consistently.

4. Ads

Part of your lead generation strategy might include online advertising, which can come in many shapes and forms. Investing in ads can get your name and services right in front of your leads. When they see your ads, they can navigate to the linked landing page and see what solutions you offer to meet their needs. 

Note that understanding your target audience is key for developing effective ads.

5. Referral marketing

Sometimes, you don’t have to do anything more than ask your current clients to put in a good word for you with their friends and colleagues. Through referral or word-of-mouth marketing, your clients do some of the work for you. The key here is creating a truly exceptional client experience that attracts loyal customers who can’t resist urging others to check out your services.

Get more ideas and expert help from WebFX

Are you ready to start generating leads for your payroll services company? WebFX has driven more than $10 billion in revenue for our clients through our digital marketing expertise. Our teams can help you get your brand in front of the right people, enabling you to nurture and convert leads. Get a free proposal today by filling out our online form or call us at 888-601-5359 to learn more!

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