Social Media for Payroll Services: The Best Platforms to Use
Learn how to use social media for B2B marketing, especially payroll services. Top platforms include LinkedIn, Instagram, and Facebook. Start with one platform, set clear goals, and share valuable content.
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insights from 149,000+ hours of professional services marketing experience
Some business-to-business (B2B) companies like payroll software and service providers might avoid using social media for marketing, believing those platforms are better suited to business-to-customer (B2C) brands. However, social media is an effective way to market your payroll software or service bureau and set your company apart as an industry expert.
In this guide, you’ll learn about the top social media platforms payroll bureaus can use to market their services and build an online presence. Our marketing experts also share some social media best practices to help you get started.
Do you need help creating a social media strategy? Call 888-601-5359 to speak with a WebFX strategist today!
3 of the best social media platforms for payroll service providers
Discover some of the best social media platforms for payroll service providers in 2024.
1. LinkedIn
LinkedIn is a business professional-oriented platform, making it one of the best places for B2B companies like payroll service providers to advertise to qualified leads. LinkedIn is also rated as the number one social media platform for lead generation — and 94% of B2B marketers use LinkedIn for content distribution.
2. Instagram
Instagram is an image- and video-based social media platform with over one billion monthly users. It’s the ideal platform to interact with leads, as 90% of Instagram users follow a business account and over 200 million users visit a business profile at least once daily. Instagram users also love to discover new products and services while using the platform, thanks to the advent of social selling.
3. Facebook
B2B companies can’t go wrong when marketing their products and services on Facebook — especially if their target audience profiles include Millennials, Baby Boomers, and Generation Xers. While Facebook is great for multiple types of advertising content, videos perform exceptionally well. Facebook is the second most popular video property after Google, and over 60% of users said they were interested in a product after seeing it on a Facebook video.
Social media best practices for payroll companies
Whatever platform you use, follow these best practices when using social media to market your payroll services.
Choose one platform
The phrase “the more, the merrier” doesn’t ring true when using social media for business. Instead of diving head first into creating business accounts for every social media platform under the sun, choose one platform. Select the platform where your ideal audience or current clients hang out online.
Why start small? Social media is time-consuming, but you must be consistent. You don’t have to post daily, but you should post at least a few times a week. You also want to ensure the content you post is high-quality and valuable to your audience. Plus, you’ll need to set aside time to respond to followers when they interact with your posts.
It’s best to stick to one platform initially — especially if you don’t have a dedicated marketing or social media team that can devote significant time to social media management. However, it’s possible to outsource social media content creation and management to a freelancer or social media management firm.
Create a campaign objective
It’s easy to feel like you’re shooting hoops in the dark when using social media for business. Why? Measuring your return on investment (ROI) is challenging if you don’t have a tangible goal in mind.
Before posting, ask yourself why you’d like to use social media for your payroll service company. Is it to gain followers? Find new clients? Grow your email list? Without a solid social media campaign goal or objective, it’s difficult to know whether your social media efforts are generating results.
To start, select a campaign goal. Your campaign goal will guide every decision you make during content creation, from choosing content topics to writing your call-to-action (CTA).
Common campaign objectives include:
- Brand awareness: You want your content to reach more people so they’re aware of your services.
- Website traffic: You want to drive more traffic to your website using social media content or social ads.
- Lead generation: You want to find new qualified leads and nurture them with high-quality content.
- Brand authority: You want to set your company apart as an industry thought leader and go-to expert.
- Service sales: You want to generate leads and market your payroll or accounting services to followers.
Share valuable, benefit-focused content
Once you’ve chosen a platform and set a campaign goal, share valuable content that serves your audience and benefits your campaign objectives.
Let’s say your campaign goal is to highlight the benefits of an all-in-one, online payroll and human resources (HR) platform. In that case, make content highlighting how your lead would save time, money, and energy using your product.
For example, a short Facebook video ad demonstrating how quick and easy it is to upload tax documents or view payment histories might intrigue an audience with a clunky or cumbersome payroll process.
Growing your social presence with WebFX is a walk in the park.
“WebFX allows growing your social media platforms to be stress-free! They are knowledgeable and adapt to your company needs!”
Learn More About Our Social Media Services
Contact the WebFX social media marketing team today
A well-developed, consistent social media strategy can turn a lead into a loyal client for your B2B payroll service company. If you’re unsure where to begin, partner with an experienced social media marketing and management firm like WebFX to drive the best results for your business.
We’re a full-service digital marketing agency specializing in top-caliber social media marketing and management services for payroll service agencies and accounting firms. We’ve created results-driven strategies that have resulted in over $6 billion in revenue for our clients over the past five years!
If you’re ready to take your social media presence to the next level, contact WebFX today. Call 888-601-5359 to speak with a strategist or request your free quote online!
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