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October 19, 2020

How much does it cost? Digital Marketing from SpiderGroup

By Natalie Howells

If there's one question we get asked more than any other, it's, "how much will this cost?"

It's a fair question - if you're investing in Digital Marketing, you want to know how much that investment will be. The problem is, a lot of the time we're asked this question at such an early stage as for any reply we give to be meaningless. 

You see, we don't sell fixed packages (apart from our HubSpot Onboarding services) - we build bespoke campaigns for every individual client. And without knowing a bit more about you, we can't actually work out what would give you the best return, so we can't price it up. 

Why not have fixed packages?

Plenty of other agencies do, don't they? 

It's true that there are lots of agencies offering fixed packages, just as there are other agencies like us that don't. Neither is right or wrong, they each have different benefits and drawbacks. 

For example, fixed packages have the benefit of being defined and the price is often advertised before you even enquire - which is pretty helpful. However, the biggest drawback is that they're inflexible - you might be paying for elements you don't actually need (or want) and your activities are fitted into a standard box. 

With bespoke packages, you only pay for the things that are designed to help your business grow - no filler, everything is based on your goals and audience. The drawback is you have to engage a little more before you find out the price (though, of course, you're not obligated to continue the conversation if the price isn't right for you). 

From the agency perspective, fixed packages can often be easier to manage - you know how many packages you have, which clients fit into each, and therefore at-a-glance know how long and which activities you need to do. 

Bespoke packages take a little more management - every client has a different number of hours, a different range of activities with a different balance... and we flex those activities based on the data and trends we're seeing. Oh, and it takes while to work out the best combination before we even start. So, it's a little more complicated. But read on, because there's a reason we think it's worth it. 

How bespoke packages are made

The first thing we do when we're talking to someone is ask a lot of questions, covering things like:

  • Your goals
  • Your revenue targets
  • Your current situation
  • Your conversion rates
  • Your sales process
  • Your average customer value

Why? Well, when we build a bespoke package to present to you, we want to be sure it will actually deliver the results you're looking for. 

Look at it this way. Let's say your conversion from lead to sale is 10% and a customer is worth £5,000. 

If we deliver you 100 leads, you'd convert 10 of them, and the turnover would be worth £50,000. 

What if your customer value was £200? If we delivered 100 leads, you'd be making £2,000. 

Understanding how your numbers stack up means we can identify whether the activity is actually worth it to you. If your revenue target is £100,000, we'd know that we'd need to deliver 200 leads in the first instance, or 5,000 in the second, to meet that target. 

That's when we do a lot of number crunching and research to identify whether or not we can deliver that many leads in the first place, and if we can, what activities would be required to achieve it. 

We check things like the size of the addressable market, the channels that market uses, the scope for all the different marketing channels based on volumes and opportunities, and a whole lot of other things. 

And then we work out what's the best approach to deliver you a return on your investment. 

Doesn't everyone end up on the same package anyway?

With all that analysis, the answer to this is a resounding no. We don't end up building the same packages for everyone. Often, they'll have a lot of the same elements, though generally in different configurations or with different timescales or budgets applied to each. 

In some cases, our data shows us that a different approach than the one we expected is required. In fact, we recently signed a new client that came to us for a digital marketing quote. When we ran the numbers, we realised that the best value we could add was in their PPC - so that's what we quoted. 

If we'd had fixed packages at a fixed cost, this client could have been paying for SEO, content, social, email marketing, and more, when our true value would have only really been on the PPC side (because they'd already reached a point where they were getting the widest reach for their keywords and their in house team does a fantastic job with their emails). We'd earn more money, but it wouldn't be to the benefit of our client, nor would it deliver such a good ROI, because they'd be paying for activities that weren't doing very much. And both of those outcomes go against our values. 

The key thing here, though, is that we couldn't have known that without asking a lot of questions and doing the research. We could have given a standard price, but it would have been the wrong outcome. 

And that's why we can't answer a generic "how much does it cost?" question without asking a whole lot of extra questions before we answer. 

What about HubSpot pricing?

As you may be aware, we're a HubSpot Partner, which means our clients use HubSpot. So, surely we can tell you how much that will cost?

Even that's not quite so simple. We don't insist everyone has the most expensive subscription - it's all based on, you guessed it, the data and analysis we do as part of putting your package together. 

What level of HubSpot you need will be affected by the activities that will make you the best return. So, we have clients using just HubSpot Marketing Starter, as well as client using the full Enterprise Suite of Sales, Marketing, and Service Hubs. It all comes down to what works best for you. 

You might start out on the cheapest package (£42 per month for one Hub) and then find that you want to upgrade. You might have one Pro and one Starter Hub. We're here to help you find the right solution, not sell you on something you don't need. 

But can I just get an idea of pricing?

If you're not convinced of the reasons why we structure our proposal process the way we do, then you'll probably ask this question next. 

Which means we haven't done a great job of explaining why we do it the way we do (see above)! We really do stand by our approach - it's a win win, you see. We have data that we can stand behind, and you have a price that's reflective of what will deliver value to you in the long run. 

Plus, pricing can range from £750 up to £5000+. It all depends on what you need, what will work for your business, and (most importantly) what will help you achieve your targets and deliver the leads you need to grow. 

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