How to Prove Your Value as a Marketing Agency

How to Prove Your Value as a Marketing Agency



Conversions



Conversions can take many forms; for these purposes, I’ll define a conversion as an instance of a user taking meaningful action, which can then be translated to a financial benefit. This is a complicated definition, so let’s use a few examples to illustrate this:



1. A customer buys a product from your client’s eCommerce platform. Your client receives $50 in new revenue.

2. A customer watches a video asking for a donation to your client’s organization. The viewer now has a 50 percent chance of donating $10 or more, roughly translating to a value of at least $5.

3. A lead fills out an information form on your B2B client’s site. According to your client’s data, the lifetime value of a customer is $10,000 and each lead has a 10 percent chance of eventually becoming a customer. This makes the conversion worth $1,000.



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Key Takeaways



This is a massive guide to try and boil down to a few takeaways, so I’m only going to recap the high level here:



1. Know that client retention is the only way to keep your business alive and thriving, and the way to client retention is proving you’re worth more than they’re paying.

2. Make sure your agency follows best practices when it comes to engagement, relationship building, and overall disposition—communication is key here.

3. Prove your worth using numbers, which can’t be argued with, calculating your costs and your value in terms of newly generated revenue.

4. Use competitive research and comparative values to strengthen your worth to your clients.

Include secondary benefits, even though they’re tough to measure, to complete the picture.