How to Price Digital Marketing Services so Clients Will Buy

When it comes to pricing the investment for your digital marketing services, I've found some ways to do it to ensure more clients will buy.

The mistake I see many agencies make is that there isn't a lot of logic behind how they arrived at the set of services offered and the rate they are charging.

Here's a basic example.

Would you believe that a 4 bedroom house costs less than a 40 bedroom house? Of course, it would. If we were designing a house, we could tweak the number of bedrooms and overall square footage to increase or decrease the investment.

But many agencies don't give their clients the same control over their digital marketing services.

Here's an example of how this could work in your agency.

Years ago, we worked with a local casino. After building their website, we gave them a proposal for digital marketing services.

The reality was that this casino was 5 businesses in one. In addition to the casino, there were restaurants, a golf course, a hotel, and a spa. And, even within these business areas, there was even more variation under them. For example, the spa did massage and a hair salon.

In developing the investment for their project, we could take each of these businesses and their respective services and start understanding the scope and size of the digital marketing campaigns we would need to undertake.

This wasn't just one campaign. It was many.

It's easy to see in a large organization like a casino how this is the case, but understand that EVERY business you work with has the same thing going on.

When developing your plan, let's look at PPC as an example. You could show your client the number of campaigns, keywords, or focus areas and how each of those impacts the investment you are asking them to make.

The main goal is to take your services and divide them into raw components. The great thing about building your digital marketing proposals in a way that shows the building blocks is that when negotiating a deal, there are levers to adjust.

Further, it clarifies what is included and what is not.

Had I given my client a price without showing them how I arrived at that number, they might think I was out of my mind. Don't assume clients understand the amount of work going into their campaigns.

Showing them how I got to that investment allowed me to adjust what I was delivering to them if they wanted me to reduce (or increase) my rates without discounting.

So, when you build your digital marketing campaigns, develop a simple way to determine the investment by looking for the variables that impact your work.

This will allow you to close more details and get more clients to buy because they understand what you are providing and how you determine the investment.

If you're curious about how you can charge for your services in a way that is logical and easy to understand for clients, apply for a call with our director of coaching. We'd love to help.