Niche Marketing: The Secret Sauce To
Attracting New Payroll Clients
(Print And Share With Your Sales Leaders)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 384
• Time To Read: 90 Seconds

Marketing your payroll service is a critical aspect of growing its sales; however, the key to your marketing success is niche marketing. 

What Is Niche Marketing?

Niche marketing is all about focusing on a particular group(s), i.e., a database of businesses that have a common focus/expertise. 

Niche Markets To Consider (Sample List):

• Industry Association Members
• Charter Schools
• Franchise Owners
• Government Entities
• Healthcare / Home Care
• Hospitality Industry
• Law Practices
• Long Term Care Facilities
• Manufacturing Companies of a Particular Expertise
• Medical Practices
• Not-for-Profits
• Pool Manufactures
• Retail Businesses
• Restaurants

The Benefit of Niche Marketing.

The real benefit of niche marketing is this: Focus. And if you ever managed a sales/marketing team, you and I both know it’s imperative to keep a person’s focus on a target market. Plus, when you are focused on a particular group, the following happens:

• Your marketing messages will be more in tune with the marketplace.
• Your sales team starts to use “buzz words” that resonate with a prospect.
• Your industry testimonials will carry more weight.
• Your salespeople have a defined target.

PrimePay Focuses On Franchisees

Examples of PrimePay's Franchise Partnerships:

• Hand & Stone Massage and Facial Spa
• Kahala Brands (Restaurant Group)
• IHOP 
• Chalice Connect (Resource For Small Business Owners)

Crucial Step: Review Your Existing Marketing Material And Website. 

If you are targeting a niche market, I recommend reviewing/rewriting the following:

• Sales Brochures
• Social Media Pages
• Testimonials
• Website

Clearly Articulate Your Industry Expertise.

Your marketing message should clearly convey to the reader your industry expertise.  To help you accomplish this, highlight your utilization of advanced technology, such as timekeeping integration, HR tools, and employee self-service portals. Back it up with testimonials from clients in their industry and mention your endorsements from trusted CPAs and advisors. When prospects recognize your authority in their space, they are far more likely to trust you (and endorse) with their payroll.

Executive Summary: Your targeted niche prospects will switch to a new payroll service for the following reasons (sorted alphabetically):

1. Better functionality, upgraded technology, and ease-of-use.
2. Cost savings.
3. Poor customer service, accuracy, or performance with their existing payroll service.
4. The endorsement or recommendation from a franchise, trusted advisor, or internal decision maker.
5. Their business is being taken for granted by their current payroll service.
6. Your industry expertise.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc., and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved. May Not Be Used Without Written Permission.