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How to Charge Your Clients for Landing Page Services

Pricing any service at an agency is tough because of all the variables — unexpected delays, crazy review cycles and borderline-silly-and-sometimes-seemingly-impossible client requests.

agency-pricing-structure-650
“It needs to pop more! Give it some pizzazz!” Image source.

And when it comes to adding landing pages to your list of services, things can get especially tricky. (Still working on convincing your clients of the value of landing pages? Here’s some help.)

Is landing page design a staple service of yours? Will you offer follow up, maintenance and optimization services? Or are landing pages simply an add-on that you’ll teach clients to maintain themselves?

No matter which pricing model you go with, you want to present landing page services to clients in a way that shows their potential for exponential ROI, while leaving the client feeling like they’re getting a good deal… all while turning a profit.

Let’s take a look at a couple of ways that agencies are charging their clients for landing page services, while keeping both their clients and accountants happy.

1. Include landing pages in your retainer fee

A lot of agencies work on a retainer fee model. They get paid upfront to provide specific services over a period of time. For these agencies, a good practice is to build the fees for landing pages into that initial retainer.

Jacob Baadsgaard, the founder and CEO over at Disruptive Advertising in Provo, Utah, uses this pricing model. Says Jacob:

jacob-baadsgaard copyIt’s included in the pricing. That’s just one of the perks that we give them… We just say ‘this is a simple, inexpensive solution that’s included in our pricing anyway, whether you use it or not.’ I’d say 95% of our clients use it.

Clients are often receptive to an agency charging for a third-party marketing tool like Unbounce, as long as it’s clearly outlined in a retainer fee breakdown and they’re aware of the positive impact it will have on their business.

Guidelines for using this pricing structure:

  • Make sure you account for all variables before calculating the fee. Will you offer analytics and optimization services? What level of service is reasonable for your flat rate?
  • Set expectations about the revision process and whether you’ll provide ongoing support. Is your client expecting more advanced functionality, mock-ups, or other things that will be resource-intensive for you? If clients want to go over the bar that you’ve set, work together on additional pricing.

2. Charge your client for landing pages directly

For other agencies, it makes more sense to charge landing pages as a separate line item.

Maybe your campaign requires particularly sophistical landing pages with custom coding and custom design. Or, as Liesl Barrell, CEO at Montreal boutique digital marketing agency Third Wunder has found, different campaigns might require more landing pages than others. Liesl asks:

liesl-barrell-200How many landing pages will they need? Will they require updates to copy or creative? Do they need ongoing support? These are the questions we need to ask to establish pricing and manage expectations.

Based on the answer to this question, Third Wunder establishes a flat fee and then makes additions based on the client’s needs.

Vancouver agency Titan PPC, charges a flat fee of around $500-$700 for a custom landing page. That may sound like a lot, but included in that price are as many variations as the client desires for the lifetime of that page.

Guidelines for using this pricing structure:

  • Start by identifying the scope of your project. How many pages does the campaign call for? Which additional resources (custom functionality, custom design) will be required?
  • Make sure that the client understands what they’re getting and at what price from the very beginning. This will help you manage expectations and keep them happy in the long term.

The best landing page pricing model

It’s worth sitting down with your team and establishing how landing pages fit into your offering. Are they a critical part of the service you provide or are they add-ons? How can you offer continued support without undervaluing any custom work your clients might ask of you?

The best pricing model is the one that works best for your clients and for you — it’s all about finding that sweet spot where clients feel that they’re getting a great deal, and you feel that your expertise is being properly valued. 

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Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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