28 Easy Ways To Grow Your Payroll Service s Marketing Database

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1 28 Easy Ways To Grow Your Payroll Service s Marketing Database By Glenn Fallavollita, CEO and Senior Consultant of Drip Marketing, Inc. Office: (856) Web: Page 1 of 6

2 28 Easy Ways To Grow Your Payroll Service s Marketing Database By Glenn Fallavollita, CEO and Senior Consultant of Drip Marketing, Inc. and author of DRIP Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You Word Count: 1,528 Approximate Time To Read: words per minute As I mentioned in my best selling book on drip marketing, e mail marketing is still one of the best and easiest ways to reach your payroll clients, prospects and referral partners plus, it only cost pennies to send an e mail. And by getting someone s e mail address, you can maintain a one on one conversation with them for an indefinite period. As a marketing consultant, I am oftentimes asked, What s the easiest ways to grow my e mail marketing database? Believe it or not, it is not only easy, but it can be done both quickly and inexpensively; you just need to make it a priority for your business. As a business owner, sales leader, salesperson or marketing professional, your #1 e mail marketing objective is to build a massive subscriber database as the number of subscribers increase, so do sales opportunities. Additionally, if your e mail marketing subscriber database never grows, your open and click through rates will decline. A List Of Ways You Can Easily You Increase The Size Of Your e Mail Marketing Database. 1. Add A Sign Up For A FREE Newsletter Call Out Box To Your Website s Home Page. e Mail hosting companies like ConstantContact.com provide you the HTML code to add to your company s website (see image to the right this is what we use on our corporate website s home page). 2. Add A Share This E Mail Social Media Buttons To Every E Mail Campaigns. e Mail hosting companies like ConstantContact.com make it easy to add social media buttons to each campaign. And the more people that share your message, the greater the chance you have of someone new visiting your website (and signing up for your newsletters, etc.). See the social media sharing buttons below. 3. Add A Low Risk Offer Call Out Coupon To An e Mail Marketing/Direct Mail Campaign. Have a call out option at the bottom of a campaign with the title Join Our Mailing List And Receive A FREE (IRS Tax Booklet, Labor Law Posters, discount, etc.) Then write some copy about passing this e mail to someone they know (and then if they find your content of interest and useful, they will subscribe to your newsletter. Page 2 of 6

3 4. Add A QR Code To Your Printed Marketing Campaigns. Whether you are printing a tri fold brochure or postcard, add a QR code that takes people to a website landing page to signup for your e mail newsletters. 5. Ask Your Prospects And Referral Partners For Their e Mail Address. When you or your salespeople are cold calling prospects and referral partners, ask the person this: By the way, I have some (information about the Affordable Care Act, discounts, special offer or information about a particular product/service) I can e mail you. What s your e mail address? Then stop talking. Yes, it s that easy. 6. Ask Your LinkedIn, Twitter And Facebook Fans To Subscribe. Create a campaign that gives your fans an incentive to sign up for your newsletter. 7. Co Host A Webinar With Other Businesses. Partner with someone who would like to share your information with his or her database of e mail subscribers. By the way, this is an excellent way to position you/your business as an expert. This is especially easy with an accounting or investment firm. 8. Contribute Your Articles And Newsletters To Other Sites. Locate other online publications and/or magazines that would want to carry your information. Just make sure they give you credit (and have a link to an e mail sign up page). 9. Create A Free Resource Center On Your Website (That Requires An E Mail Address To Log In). Create a website page for someone to access free information (just make it relevant to your target audience) or even a free tool, i.e., payroll calculator; the fee for getting access is a subscription to your e mail campaigns. 10. Create A Special Facebook Low Risk Offer. As I mentioned on item #6, create a special incentive for someone to share their address. A landing page for Facebook readers also helps as well. This can also be done on your LinkedIn page (or posting to a group). 11. Develop Niche Newsletters. Content that is more relevant to your target audience will generate more interest and more sign ups. Let s say you focus on restaurants, nursing home or McDonald franchises. Create a niche newsletter for each group. 12. Export Everyone s Outlook File Of e Mail Addresses: Have you entire staff export their database to an Excel file. Once this is done, this can exported easily imported into a Customer Relationship Management (CRM) program, i.e., ACT!. 13. Find Other Active Online Writers. Partner up with these people by developing a specially created gift or value pack. Let them introduce you to their subscribers. 14. Add Local, Regional And National Editors To Your e Mail Marketing Campaigns, i.e., Newsletters. The best way to get your articles and newsletters out to the masses is to have other people tell your story to their readership base. 15. Get More Interviews (With Anyone). Take all interviews that you can. Just make sure you mention how the audience can sign up for your e mail newsletter. 16. Give A Free Gift For Someone To Sign Up. Offering a whitepaper on the new tax laws or the Affordable Care Act in exchange for an e mail address is a common way to build an e mail marketing list. Plus, it works. Page 3 of 6

4 17. Host An Online Webinar. Create a content rich webinar that people sign up via a webpage. By default, they need to provide you with their e mail address to register. 18. Host An Online Contest For Free Payroll. Create a landing page for an online contest you are doing. By the way, this can grow virally if done correctly, as your subscribers will want to forward it to their associates, friends and/or family. 19. Know That Content Is King. If you are sending out an e mail campaign, i.e., tax form updates, product spotlight, newsletter, etc., make sure the campaign s content is relevant to your subscribers needs. Remember, if your campaign is filled with great content, they will want to forward it to their associates, friends and/or family. 20. Make It A Requirement For Your Salespeople To Grow Their Database. If a sales leader makes it a priority for his or her salespeople to grow their e mail marketing database, they will. That said, it is important for a sales leader to measure the size of salesperson s e mail subscriber list weekly if not biweekly. DO NOT accept generic e mail addresses like AOL.com, hotmail.com, gmail.com, etc. from your salespeople as most likely they are just trying to pacify their sales leader. By the way, this is the #1 thing you can do to increase your e mail marketing database. 21. Mention Your e Newsletters, Etc. When Using Direct Mail. Direct mail works and to help augment your e mail lists, create a special landing page for users to signup for (or get a special gift) your newsletter. 22. Partner With Another Business. Develop a promotion where another business can position your e mail newsletters, promotions, etc. as a nice benefit. 23. Physically Have People Sign Up At A Trade Show Or Event. Just ask people to sign up for your e newsletters at your next event. You can do this by having people fill out a form or have a dedicated computer for someone to type their own information in. 24. Post Videos To YouTube And Tell People To Sign Up For Your Newsletter Service. Create a series of 30 second tips that you can upload to YouTube. Mention your landing page for someone to signup for your newsletters. This will also position you as an industry expert. 25. Resuscitate Older e Mail Addresses. Many payroll services have an e mail marketing database that hasn t been nurtured. If you also have an outdated database, offer a deal to those who opt in again, and promise to remove those who don t respond. 26. Scan Every Salesperson s Stack Of Business Cards. Take every salesperson s stack of business cards and scan them into an Excel file using an electronic card scanner, i.e. CardScan by Dymo. Once they are in an Excel file, import them into a Customer Relationship Management (CRM) program, i.e., ACT!. 27. Use Services Like Google Ad Words. Make a link that takes people on a specially created landing page that asks them to sign up for your e mail newsletter. 28. Use Contact Capture To Gather Free Information From Someone s Website. This free tool will allow you to quickly highlight someone s contact information from a website and then download it to a CRM program or an Excel spreadsheet. It s invaluable. Page 4 of 6

5 A Word OF Caution. e Mail hosting services like ConstantContact.com don t like it when subscribers label your e mail campaigns as spam. That said, do not add role addresses to your subscriber database. Sample role e mail addresses begin with: Take Special Notice Of Your Frequency And Recency Rates. With e mail marketing, you need to consider these two elements: 1. Frequency Rate: Too many touches or too few touches play a role in the success of your e mail marketing efforts. That being said, you can send up to 1.5 to 2.0 e mails per week to your database; however, you need to ensure your campaigns are relevant, timely, educational and professional and not always selling. We like to run an 80/20 rule for our payroll clients. 2. Recency Rate: Recency refers to the time span between each touch. Too short of a period between touches will cause your target audience to opt out of your e mail marketing campaigns. Too long of a period between touches will result in people forgetting about you and your business. a. Be conscious of the time frame between each e mail campaign, i.e., sending two campaigns out on the same day or the next day is not in your best interest. Unless of course it is for an emergency. If you need help developing templates for your e mail marketing campaigns, or for that matter help with managing your e mail marketing list, give us a call. We offer a number of e mail growth strategies that will increase your payroll service s sales. We hope this e Book has been of value to you. Glenn Fallavollita CEO, Senior Consultant SellMorePayroll.com Author: Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You Page 5 of 6

6 Other Whitepapers Available 12 Ways To Increase Your Sales 18% To 33% In The Next 12 Months This whitepaper outlines the what every owner or sales leader needs to do to immediately increase their sales. Because what you don't know about sales and marketing is costing you a small fortune EVERY year. 5 Steps To Change A Failing Sales Compensation Plan This whitepaper outlines a 5 step process that rewards a "sales hunter's mentality." Plus, we even included 9 sales leadership ideas ideas that will help keep any salesperson focused. 8 Steps To Increase Your Sales With e Mail Marketing e Mail marketing is a cost effective way to stay in touch with your database of clients, prospects and referral partners. Unfortunately, it isn't done correctly, it can cost you a small fortune. Best of all, this whitepaper outlines the top e mail marketing strategies for any sized payroll service including yours. 9 Steps To Creating A Money Making Referral Partner Program Developing a referral partner program has launched many payroll services sales. Unfortunately, it is often never formalized; and as a result, it never gets off the ground. If you are looking for the inside track to developing a referral partner program, request this whitepaper. About SellMorePayroll.com SellMorePayroll.com, a division of Drip Marketing, Inc., is a national marketing firm that does something rather unique for the payroll service industry. Since 2002, we have been helping payroll services like yours make more money from two of their most underleveraged areas of their business sales and marketing We do this by implementing our exclusive Drip Marketing System 2.0 on top of a current sales process. This helps them convert targeted suspects into prospects, prospects into paying clients and paying clients into repeat buyers and raving referral sources. It is the perfect push pull strategy for any size payroll service bureau, including yours. To learn more about SellMorePayroll.com, visit us on the web at. FREE 15-Minute Payroll Industry Marketing Webinar Want to preview SellMorePayroll.com s Drip Marketing System 2.0? All you need is a computer and a telephone. We do the rest. The webinar outlines: 1.) Our extensive research study, 2.) How our system works and 3.) Your investment to tap into this sales and marketing system. To Schedule Your FREE Webinar Call (856) To see what other leaders in the Payroll Service Industry are saying, visit Page 6 of 6

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