There is a plethora of planning that goes into starting your own marketing agency and growing your agency business. Your agency business model and pricing strategy are unquestionably among the most important decisions you will have to make.
For any agency owner, the primary concern is to make sure that the agency makes money. Competition is fierce in the world of digital marketing, which means you will need to have competitive prices so that potential clients are attracted to your agency.
Nevertheless, you still need to make a profit in order to keep your digital marketing agency up and running. Additionally, a profit is an exceptional incentive that every business requires to flourish and grow.
This can be one of the most challenging questions faced by those starting a digital agency. In digital marketing, the how what, and when an agency charges its clients dramatically affects the overall business relationship. To ensure that your agency rates are not unrealistic, you need to look at your pricing options very closely and find an agency pricing model that works best for you and your client base.
#1. Time-Based Agency Fees
#2. Fixed-Fee Pricing
#3. Retainer Fee
#4. Value Pricing
Charging by the hour is extremely common in the service industry because it is very uncomplicated and easy to explain. Using a time-based method you would set an hourly rate that lets you earn a profit. For example, if your hourly rate is $150 and you work 10 hours on a project then you make $1500.
The fixed fee pricing is arguably the favorite pricing method of agency clients. The client can easily access the advertising agency rates and make an informed decision. It is also simple for the agency. A staffing agency pricing model based on project pricing makes it easy to give a quote based on the estimate of the costs and the markup for the work on the project. The client can accept or refuse it, but either way, they can do it with little time wasted.
Fixed fee pricing is a great pricing method for an established and experienced agency working on a contract with few variables and unpredictable happenings. When something unexpected happens, or when the client decides to change the direction and the scope, the agency needs to go back to the negotiating table and work out their fees again.
A retainer fee is where you make yourself available to a client a certain number of hours a month for a set price. Retainer / Contingent fees are when you put together a customized plan for each client. This can give you the most elbow room to price plans according to their actual scope of work and have flexible rates so that you do not over or undercharge for services. Under a contingent fee schedule, you will usually get a deposit and then payments at approved milestones throughout the project.
These are the three main types of pricing typically done by marketing or creative agencies. Whether you are launching your marketing agency or pivoting your business, think about how these pricing methods could impact your business.
Value pricing is one of the trickier pricing methods an agency can use. It also requires a more intricate agency pricing model. Instead of pricing based on hours or set fees, or any other type of input that goes into the project, the client eventually gets billed based on the value they get from the work performed.
When you get to the core of it you must know your value. The biggest mistake you could make is to undercut existing prices in your market. It will not give you the quintessential success you are striving for because there will always be a newcomer to the market that will undercut your low prices. Charging less can not be your unique selling point, period. Never underestimate the psychological effect of pricing, for the majority of people around the world cheap prices are always linked to low quality so do not sell yourself and your brand short. Find your unique selling point, and do not be afraid to ask for a price that reflects your agency’s value.