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Digital marketing invoice sample for HighTech

everyday I talked to marketing agency owners or new owners and one of the biggest questions I get asked is how do i price my marketing agency services well in today's video we're going to talk exactly about how to price all of your different services what services you should be offering and how to get the most out of the service you offer so stick around we've got a really good one for you welcome back everybody Jordan Steen here aka serial entrepreneur and if you haven't already done so make sure you go ahead and hit that subscribe button and the notification bell so we can update you with all of our newest content and resources that we provide mps stick around to the end and we'll teach you how you can get our downloadable template for pricing all of your services this is super super helpful so today guys we're gonna cover the following how to price social media services Web Services email services pay-per-click services SEO services pretty much anything that your agency can provide we're gonna talk about how you should be pricing it mps when we're done make sure to go below this video and in the description there's a link to our blog article where you'll get an even more in-depth explanation on these services so guys to break things down as far as pricing your services is concerned it actually comes down to one simple formula that you're gonna hear me repeat several times throughout this video it is cost plus your markup equals price and this is also referred to as cost plus pricing that's why you have cost plus whatever your markup is now on top of all of that you also have to ask yourself another set of questions who do you need to provide a specific service how much does that person cost per hour how many hours will it take for you to get that job done and then finally how much are you going to be able to markup that service to where it's profitable for you but also still affordable for your customer so let's go ahead and jump into the first service where we're gonna talk about social media marketing now guys be patient because this is gonna be a longer video and what I actually am going to do is I'm gonna go and I'm gonna jump into an Excel spreadsheet actually I have two of them or I'm going to show you how I've broken down all the different services and then how I used all of those hourly rates to create packages that I can sell easily to clients so let's start with the social Media as far as providing it as a service will also talk about ads here in a second but let's just start with content so content management and page management can come down to several different things first of all you can provide strategy and creating content calendars monitoring those platforms of those pages to see how the competitors are doing compared to your own clients page you can do things like community management where you're responding to questions and comments on the page you can charge for things like engaging the audience or engaging with the audience one-time setup fees also creating and actually curating the content and scheduling it to their calendar all of these things are things that you need to consider when creating the campaign because it's going to cost you money to get those things done right so you actually have to include that in the service cost to your client now when you're selling these services you obviously don't want to go in and charge for each individual service because that kind of losses and confuses business owners that's why you'll create it into one kind of package deal that includes all of those services and you can do it at different price points now as far as ads are concerned you have a couple of different things as well you have the ads strategy and planning you have things like analytics that are incorporated into the campaign you also have campaigns set up optimizations of your campaign all of those things are things that you could be charging for from the ads management's perspective so how do I actually price the social media campaigns whether it be for content management or ad management so this comes down to again the cost plus pricing model how much is it going to cost us to produce the campaign plus how much are we going to mark it up so that way we can make a profit with our agency so as far as ads are concerned it's actually very simple what we do is we charge a $500 to $750 management fee for at least up to $8,000 in ad spend meaning they can spend up to seven thousand nine hundred ninety nine dollars and we're only gonna charge 500 to $750 to manage that campaign for them meaning all of the set up providing reports and analytics whatever is needed for that campaign now one thing I do want you guys to consider is if you need video for a campaign or if you're doing extensive graphic image creation then you might need to consider charging for those services as well definitely if it's video where it requires you going out to shoot video that should be included or added on to the cost as well or content marketing something like that so don't forget about that but as far as you know setting up basic images coming up with the copy that's all stuff that you should be able to provide within that price range and just so we can clarify the $8,000 or upwards of $8,000 that they're spending on ads all of that goes to the ads that's why you're charging a management fee for those people so that way you make money off of whatever you're spending on the I campaign so guys here's a document that I create and what we do is we basically as you can see at the bottom we break down every single service so that we can pretty much cost out what all of the different components of that service would require right so what we're going to do is we're going to look at social content management which is on our screen and you can see we have things like general costs per hours so we create a general cost per hour so that way we know about what we're charging per hour for these services we put a maximum discount rate and a minimum or a standard discount rate we provide audit platted planning and strategy if we're going to create posts for their pages scheduling and posting and then reporting an analysis so now we know about what it's going to cost us internally and then what about we want to charge for an hourly rate to clients then what we do is we create service packages based on those hourly rates so you can see on this document we have packages right we have our starter with two accounts where we'll do account optimization three posts per week and campaign reporting power management three accounts four posts per week four accounts five posts per week right we're also adding campaign reporting and community management from the first tier which means we'll do this into this package enterprise we do four accounts we do a post per day campaign reporting and they're still getting this first tier of community management if they want to upgrade they can all we do is we adjust the price based on what you see over here all of our pricing is set so that way we know about what we need to charge and the level of service that we need to provide so that way everybody's happy right so really what we're doing is again you go into your your specific service you consider everything that that service might provide right so you can see here planning strategy content creation posting analysis and reporting all of that then you take those hourly rates to build out our packages for each one of those services that you can provide at a specific level right so different levels for different types of businesses that can afford different types of services and with regards to SEO as you can see here like we talked about with social media we've come up with all of the different pieces that are incorporated in on-site SEO or technical SEO we know our internal cost average and we know our hourly rate alright and so this is what we're planning for the cool thing is if we hire a VA that cost $50 per hour we're actually saving another $25 per hour on our hourly rate next once we come up with all of the cost we're gonna build out packages for technical SEO so you can see the four or five different packages here how many hours are included in each package and then over here to the right we have what it costs for that package right and we actually have our local SEO right under here and then SEO consulting and strategy price point along with our minimum discount maximum discount rates so if you're looking for more on social media marketing and ads maybe the services and learning a little bit more about that make sure to check out this video up here in the top right hand corner a little bit later on next we're gonna talk about pricing your website services design and development so first what services are included in website design and development so first you have website design which is consistent of graphic design UI design and UX design so user interface and user experience design really it's the way the site looks and feels to a potential customer next you have web development now this is more of the logic based coding that tells the website how to perform meaning if I click on a button it should take me to such page right or maybe we need a banner that pops up after someone has been on the site for so long all of this is stuff that is hard-coded or developed into a website right so that is actually the development of a site the front-end which is the CSS or the design then you have the backend which is the development piece sorry do you have ongoing maintenance and this is things like software updates website updates as far as content maybe adding in a new tool or widget into the site things like that and these are things that you'll want to charge for monthly that's your monthly website management cost so how do i price my website services well again we're gonna look at the cost plus pricing method your cost to produce consists of things like your web developer maybe the hosting platform or domain registration SS sell certificates all of these things are costs that you need to incorporate into your pricing for your customer so really again look at how much time you think it's going to take to develop all of the different pieces from sitemap to wire framing to developing the graphics and images that copy the actual coding for the site the design of the site everything like that needs to be taken into consideration and again remember how much time is it going to take you to do each piece or is there a cost associated with a piece of software or let's say for example the SSL certificate now once you know your entire cost again we're just going to add a markup most agencies markup web sites about 25 to 50 percent we're premium agencies can markup a hundred or seventy-five to a hundred percent so really understand where you lie with web development if you're a great agency that's all you focus on you'll probably want to charge seventy-five to a hundred whereas if web development is just something your agency provides but it's not necessarily your niche service that you provide the most of then you might want to stick around the twenty five to fifty percent markup range which that brings me to a point if you want to learn more about web development and marketing make sure to check out this video up here in the top right hand corner a little bit later too the third thing we're going to talk about is email marketing and automation this consists of things like automation mapping basically building out the campaign setting up and managing automations within an email provider email broadcast to their lists and even email copywriting or email design that you need done for the emails you're sending so how are we going to price these services again we're coming back to that same model where we use a cost plus markup so when it comes to costing it out you're gonna look at things like do I need to do automations or broadcasts or both if I'm performing those services I need an email manager how much is that person going to cost per hour to set up all of the different emails inside of the email manager not only that how much is it going to cost me to have them set up all of these segmentation tagging lists for that specific email and then finally what are the software costs if you use something like active campaign they have different service levels based on how big your email list is so you need to understand that as well so once you've mapped out exactly how many emails you plan to send how many automations you're gonna build how many broadcasts you're going to be on a monthly basis it becomes easy to figure out what all is required because now you know how many emails the copywriter is gonna have to write whether you need design or not how many emails they're gonna have to set up with tags and how many lists they're gonna need to create everything is pretty much a lot clearer so now we're able to do our markup right so we know our cost markup for emails is actually very similar to websites around 25 to 50 percent for most businesses if you're a premium email marketing agency and that's all you do you're the best of the best anywhere from 75 to 150 percent markup so guys if you're looking for more tips on email marketing again we have another video for you check that one out up here in the top right hand corner the fourth service we're gonna look at is PPC and a lot of you are familiar with PPC but basically again we're going to look at a cost plus markup type of pricing so what's included in PPC related services well obviously we have the campaign planning from keywords to keyword mapping and selection next we have the setup of the campaign inside of Google Ads which can definitely be time-consuming third we have monitoring to make sure that we're optimizing the campaigns based on which keywords are performing the best and then providing reports and analytics so that way we can prove to our customers that were actually driving results with our campaigns now the great thing is with PPC just like with social media ads we're gonna charge 500 to 750 dollars for a management fee of 8,000 dollars or less in ads spent anything over 8,000 dollars we're gonna switch to a percentage based model which goes anywhere from twelve point five to thirty percent of the ads spin that they're charging the higher the ad spend the lower the percentage each arch the lower the ad spend the higher the percentage you charge and just some quick tips if you guys are looking to hire a freelancer say off of up work or something like that it will cost you anywhere from $500 to $1,000 a month for them to manage those particular types of ads it can actually be super expensive and not even worth it with lower budgets so if you're looking for something that is more affordable and you can use for lower budget ad campaigns to where you don't have to pay a thousand dollars just to manage the campaign which would leave you without any profit you could look into something that we've actually used in the past called ad hoc where if you get three clients on they actually charge you only $300 per client which is actually very very affordable it allows you to be able to markup 500 to 750 to about dollars and make a profit off of your campaigns and you want to look at it from an hourly perspective the hourly rate on average for PPC or ad managers is usually anywhere from 50 to 75 or a hundred dollars per hour for great ads managers this is a very very hard space to find great work in so if you find someone off of up work you better make sure that you test their ability before you go and start spending tens of thousands of dollars and we've actually got a full rundown on how to manage PPC services over on our YouTube channel make sure to check out this video up here finally we're gonna talk about SEO managed services and what is included with SEO so SEO is pretty simple it's broken down into three main parts you have local SEO off page SEO and on-page SEO local focuses more on listing management or citations review management making sure that the website has pages devoted to the specific surrounding areas for that business that way you're targeting keywords that will help their business rank when someone performs a search in that local area on page SEO is just making sure that all of the technical components of the website are performing properly and that all of the correct information is there so things like your titles your tags your descriptions any alt text things like that need to be taken care of on a website and are super important with regards to rankings so on page is super important finally we have off page which is things like building backlinks to the site getting local PR companies involved to write content about your website things look that nature and off pages you know it's less involved or it's it's less common rather for SEO agencies to provide just because of how time consuming and how much manual labor is involved in getting someone to actually publish your content on their site so if you're gonna provide off-site SEO you definitely can but you might want to come up with a neat way or an intuitive way to charge for those services specifically since it might require someone to sit down on the phone and reach out to other businesses or media companies and get them to agree to posting content about your business on their pages and again we have the cost plus pricing model involved here so it's actually very simple let's say you want to do on-page SEO for a client cool how many hours are we going to provide for that client every single month that's the key that we're looking at here for technical on-site SEO so let's say we want to provide 10 hour for a potential client per month of SEO management well all we would simply do is find an SEO related expert or manager that's able to perform on-site SEO duties they're going to provide 10 hours of work a month we will pay them anywhere from 20 to 50 to $100 per hour right that's about what it costs for SEO managers and then what we're going to do is basically add our markup to whatever that cost is going to be for the SEO manager to perform technical SEO activities on the website so just like anything else we're gonna add a markup pricing of anywhere from 20 to 50 percent for our agencies that are doing it on a regular basis but they also provide other services if you're a Premium SEO agency and that's all you provide you can probably charge anywhere from 75 to a hundred percent markup even 150 percent markup and since I know you're interested in learning more about SEO we actually have another video obviously right up here at the top right hand corner that is all about SEO on YouTube and how to get more views but again the cool thing is a lot of these strategies apply to websites as well so make sure you check that video but anyways guys that is it for this video I hope you enjoyed and I hope you learned a lot about pricing your agency services now since you stay tuned till the end like I mentioned in the beginning all you have to do is go right below this video in the description and there is a link to our blog article if you go to the blog article you'll notice a button at the very top that asks you to click on it so that way you can get our downloadable template for pricing your agency services if you want that download all you have to do is go over to the blog click that button and it's all yours but that's it for me ladies and gentlemen make sure you leave a comment below letting us know if you have any questions still about pricing your agency services and we will get back to you as soon as we can but that's it for me I'm gonna get out of here and I will see you guys on the next training until then see you launch beer out bye guys ready to start living the six-figure work where ever be your own boss lifestyle well it's serial entrepreneur Academy will teach you how to use a laptop and Internet to start your own social media and digital marketing agency get started with our free Facebook Ads training links in the description below guys see in the course serial entrepreneur you [Music]