Increase in social media engagement
Award win in 3 months (Northern Enterprise Awards)
Over £1.2 million in new business attributed to marketing
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The Challenge_

A challenger brand in the payroll world, Optimum Pay Group tasked us with generating new business leads through inbound marketing to compliment the outbound efforts of the Sales Team, to grow both market share and the monthly turnover of the business.

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The Solutions_

Building an in-house marketing function with our external team, we worked hand-in-hand with the client’s stakeholders for seamless delivery of marketing support for both the UK and Worldwide Sales Teams. The key to this was to breathe life back into the brand and embrace the Optimum ethos of second-to-none customer service.

Social media marketing is a key driver in facilitating both brand awareness and stimulating inbound sales. We devised a two-year marketing strategy with social media objectives to increase engagement by 50% and enquiries by 100%. 132% increase was achieved in month two for engagement so we then re-adjusted the long term plan with a goal for maintaining the new traction and encourage continued long-term growth.

Utilising Hubspot, we redefined the sales and marketing pipeline, added target client personas and segmented what was already a healthy database of ‘golden contacts’. With this list, we automated the sales cadence to springboard off key events, maximising the impact of marketing emails and automated retention initiatives.

Competitions and cost-effective incentives ensured a constant level of consultant referrals which retained interest and loyalty from onboarded clients.

Key media partnerships with trade titles opened up the more traditional lines of engagement and worked in tandem with owned media to open up all available channels.

External awards, trade body certification and regular client education on new regulation and compliance helped to ratify Optimum Pay Group as not only a high value service but increase client confidence and business retention through through leadership and increased credibility.

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