When it comes to working with marketing agencies, there are two main ways that payment can be handled. The first is an hourly rate, where the agency provides their services and the company pays for the hours worked once the job is completed. Alternatively, the agency can calculate the hours needed for a project and request payment in advance before beginning work. Agencies can also make money from their marketing efforts.
For example, running PPC ads on their website can be a great way to monetize their agency. It's important for any agency owner to make sure that their business is profitable, so they need to be competitively priced in order to attract customers. If an agency is managing a customer's social media channels for a campaign, they may charge based on the number of hours spent on the project. Another variation is that the agency quotes a certain number of hours and the client pays them in advance with any additional hours billed after the project is completed.
Mike Skeehan, owner of global growth marketing agency Salted Stone, explains how to calculate the rate of a marketing project. Agencies usually estimate total work hours and associated costs, plus add a profit margin to account for any unexpected developments that may arise. It's essential for digital marketing agencies to make a profit in order to stay afloat. Choosing the right pricing model and structure can help them capture 38% of available market share.
The relationship between an agency and its clients will vary depending on the business model or vertical they are in, but the idea remains the same. In digital marketing, how, what and when an agency charges its clients has a huge impact on their overall business relationship. My admiration for Erba, a creative agency that offers a full range of marketing and advertising services, led me to learn more about their pricing model. They partner with PPC clients to ensure that objectives are synchronized and motivate them to improve quality and efficiency with tools and automation.
Creative agencies offer services such as marketing, social media programming, advertising and branding, influencer marketing, and more. Every company needs a pricing model to charge for its services, and agencies are no exception.