CASE STUDY

A LEADING SAAS PAYROLL COMPANY GROWS ITS SUBSCRIBER BASE WITH MOBIT
SMS MESSAGING AND MARKETING


"It's pretty hard to get people excited about Payroll solutions but we all know it's a necessary part of any business. MOBIT has enabled us to really spice up our marketing and be seen to be different. In a world where "sameness fails to cut through the marketing noise" , MOBIT provides us with a point of difference and above all, ensures our marketing messages are opened and read at least five times greater than email."

 Phil Richards
Director

 


PAYROLL COMPANY INSPIRES ITS AUDIENCE

THE CHALLENGE

Smart Payroll is a leading business payroll software company with over 10,000 users and 1,000 accountants using their service for their clients. Marketing at trade shows and events are a daunting task at the best of times but for Smart Payroll, the challenge is even greater when you consider that many business owners would rather look at sales and marketing solutions to grow their business than necessary compliance and productivity tools. 

Smart Payroll needed a way in which to engage with prospective business owners without necessarily have to engage with them on the stand whilst at events.

"We needed an innovative way in which to provide the key benefits of Smart Payroll without the user necessarily having to come onto our stand and speak with one of our team. Business brochures are fine but in a world of 'sameness' brochures tend to get lost in the clutter of other event material." 


THE SOLUTION

The Smart Payroll team considered a 'text-in' solution but could not see how a plain text message response would inspire their potential customers to engage with them. The team then found MOBIT and instantly saw the potential of platform for communicating their proposition. Utilizing one of the many mobile templates in the MOBIT store, the Smart Payroll team were able to send engaging landing page communications delivered via SMS that included video, key feature elements and a page form that enabled the business to capture detailed user information and inquiries from their audience. 

Once the form was submitted, the Smart Payroll staff were alerted to the new inquiry via SMS and email. A mail pack with more detailed information was scheduled for delivery from their integrated marketing automation system (Infusionsoft) and sent to the prospect.


MOBIT broadcast SMS and landing page campaign to prospect list

LEAD GENERATION STRATEGY 

The Opt in Process

Payroll software is not the sexiest software on the landscape, but it's an important part of any business. At trade show events when attendees are racing around looking for the latest and greatest products, payroll software often gets lost in the rush. Smart Payroll needed a way in which to engage with their prospective clients without them having to come on to their stand. The solution was to incorporate a call-to-action on their promotional material and display banners - text 'smart' to 268 and find out everything you need to know about automated payroll for your business. 

The auto response message received was a short text message with the link to their MOBIT landing page. When clicked, the visitor was presented with the Smart Payroll landing page which contained a video message and the various key features and benefits of the Smart Payroll solution. If interested, a form on the page was available where the visitor could request more information and have a consultant make contact with them. With MOBIT being integrated to Infusionsoft, the customer contact information on the MOBIT form was immediately updated in their Infusionsoft account and a 'tag' was applied to a fulfillment sequence that delivered a mail pack to the new prospect.

THE RESULT

The SmartPayroll team now send more personalized content to their prospective customers and know it is opened at rates 50% higher than their email campaigns.  The most valuable benefit is being able to respond directly to customers on an inquiry by having them simply text in the smartpayroll keyword. No filling in forms, no websites to direct them to.  

Better still, their campaigns are integrated with the email marketing system Infusionsoft. Now they can segment their lists and send relevant content to their audience on the device they are most likely to respond to. 

 

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