Dubbed to be the next standard of payroll, OnPay revolutionizes how businesses pay employees and contractors, automating payroll taxes + fillings, benefits, and many more.
Fast forward 11 years after its launch year back in 2009 and receiving a total funding amount of $11 million, OnPay generates $8 million in Q1 of 2020.
OnPay Marketing Strategy
With only 14,792 likes on Facebook and 8,125 followers on Twitter, it doesn't seem OnPay have their focus on social media at least not yet.
If you work at OnPay, I would suggest paying more attention to the social media channel. Even if you don't use these channels for awareness or lead generation, you can at least use them for support. Replying to questions or listening to what people say about your competitors.
Let's dive into SEO efforts...
Accumulatively, OnPay's whole site gets around 56,040 visitors/month with an estimated total value of $114,000-worth of free traffic every single month. The power of SEO is real if done right.
They have a page that ranks on the first page of Google for the term "payroll tax calculator" which generates an estimated 5,300 targeted visitors every single month. With a Cost per Click of $3.96, the marketing value to the calculator page alone is worth $20,988 every single month.
$20,988 is the amount you'll need to pay on AdWords if you decide to target the same term. The only difference? OnPay gets them without spending a dime on the advertisement.