As a company that’s selling digital marketing services, how often do you come across a prospect that doesn’t really know what they want? It’s very likely that you may have even worked with clients who “just need a little digital marketing” without any idea what type of digital marketing they need help with. This is understandable since there are so many areas that fit under the digital marketing umbrella, confusing people who have a hard time picking the right solutions for their business.
That’s where a digital marketing package comes in, allowing you to neatly bundle your services and guide your prospects with their decisions. If you’re not sure how to get started with creating a digital marketing package, you’ve come to the right place. This guide shows you a step-by-step process on how to create a digital marketing package and why you need one in the first place.
How Do You Create a Digital Marketing Package?:
Why You Should Offer Packages for Your Digital Marketing Services
On that note, you may be wondering why it’s important to offer your digital marketing services as a package. Here are some of the key benefits to give you an idea of the benefits that digital marketing packages can offer agencies.
Convert New Prospects More Easily
Many businesses that are new to digital marketing may have a hard time deciding between agencies because there are simply too many options. Packaging your digital marketing services is a great way to consolidate several complementary services and avoid overwhelming your prospects.
It simplifies the decision-making process by packaging essential services in a neat bundle so prospects don’t have to spend too much time trying to understand which services they need, and which services will go well together. In other words, you’re eliminating one step from the decision-making process so all they have to do is choose which package works for them. This eventually adds up to higher conversions since your prospects can make a decision more easily.
For example, Socially Powerful has dedicated packages for influencer marketing, paid social, social media community management, and social strategy. So their prospects can quickly decide which package they want depending on their specific business needs.
Test and Promote New Services and Solutions
Digital marketing packages are perfect for introducing new services and solutions into your offering. You can offer them as add-ons to an existing package or modify your existing packages to include them. This allows you to test how well they perform before you introduce them as a full-fledged offering. Moreover, it gives you the opportunity to promote the new offering by showing clients how beneficial it can be.
Promote Low-Performing Services
Similarly, you can also bundle your less popular services with other complementary services and turn them into a comprehensive package. This creates an opportunity to prove the value of the service and establish trust with your clients.
For example, if your LinkedIn profile optimization service isn’t very popular, you could include it as part of an influencer content and posting plan where your team helps influencers build/maintain their LinkedIn presence. You can see a similar package offered by Cleverly.
Effectively Push Your Top Services
Alternatively, some of your prospects may be unable to visualize the benefits of your strongest products. Packaging them with other features and solutions is a great way to create a high-value offering that your prospects will appreciate. This makes it the perfect way to effectively promote your top services so you can bring in more revenue.
Increase Client Spending
One of the biggest advantages of creating digital marketing packages is the ability to encourage clients to spend more with your agency. Packages allow you to create higher-priced offerings by combining multiple services. So instead of having them pay for just one or two services, they’ll end up paying for a host of services that are included in the package. This is the digital marketing agency’s equivalent of increasing average order value, allowing you to enjoy higher revenue.
Steps to Create Digital Marketing Packages
Now that the benefits are laid out, let’s get into the practical aspects of creating digital marketing packages. Follow the steps below to create a digital marketing package for your agency.
Step 1: Understand Your Clients and Their Needs
A crucial first step is to get a better understanding of your clients and what they need. Study your existing and prospective clients more closely to identify their biggest pain points and challenges. Then determine how you can offer solutions to address those main concerns.
Keep in mind that you may have different types of clients with varying needs. For example, businesses that are just getting started with digital marketing may need help setting up their website and social media profiles. Meanwhile, some businesses may have all of this set up but don’t seem to see any results, which means they’ll likely need website and social media audits to start with the optimization process.
Alternatively, a small business may only need to send a couple of email newsletters a month whereas a larger business would want to send out at least 6-8 email newsletters a month. These varying needs can be used for creating different service tiers suitable for each type of client. For example, LYFE Marketing offers three plans for their email marketing services, with the Good plan providing two email newsletter blasts, the Better plan providing four email newsletter blasts, and the Best plan providing eight email newsletter blasts.
Step 2: Identify Your Most Popular Service Offerings
One of the best ways to ensure that your digital marketing packages will perform well is by designing them around your top-performing services. These are services that see the most demand and have the lowest churn, which means you can confidently sell them knowing that people would want to buy them. That means the packages built around these services would also be high in demand.
For example, Comrade Digital Marketing designs their digital marketing packages around their SEO services. Each package includes technical and on-site SEO services along with webpage optimization and local directory submissions. Additionally, the packages include non-SEO services such as PPC campaign setup, with more advanced plans even including lead qualification, competitor analysis, and UX reporting.
Step 3: Develop Strategic and Enticing Deals
Next, it’s time to package your services strategically and turn them into enticing deals that people wouldn’t want to miss. This is one of the most challenging steps as you need to ensure that the packages add value for your clients both in the long and short-term. The idea is to ensure that your clients can see the immediate value of their investment without compromising on sustainable growth.
As such, it’s important to bundle services that can complement each other and are capable of delivering both immediate and long-term results. For example, Firebelly Marketing offers a social media management package that includes social media publishing services to support long-term goals. At the same time, they also help with post promotions to instantly expand reach.
Step 4: Create Appealing Prices
Finally, it’s time to package it all up into prices that would appeal to your audience while still yielding profits for your agency. Consider different business budgets and create multiple package tiers with varying levels of support. Basic or starter packages could have a few essential services at a discounted price as you create more advanced packages for a higher rate.
WebFX, for example, offers three different package tiers for their PPC management services. Their Lite plan costs $1,200 for the initial optimization with a $600 monthly management cost. This most basic package includes PPC management for Google PPC network and advanced research and selection for 2,000 keywords for starters. As clients upgrade to a higher-tier package, they get coverage for more networks, access to more keywords, remarketing services, and many more.
Step 5: Name Your Packages
How you name the packages could be a key factor influencing people’s purchase decisions so this is an important step in creating digital marketing packages. People should be able to associate the package with something that offers value, so they feel confident about the decision they’re making and the price they’re paying. Although a “Basic” plan may offer the exact same services as a “Silver” plan, people might be more inclined to opt for the Silver.
That’s why WebFX offers their most basic PPC management services as a Lite package, followed by a Pro plan, and an Enterprise plan. Similarly, their SEO offerings are packaged as Silver, Gold, Platinum, Diamond, and Enterprise plans.
Meanwhile, Comrade Digital Marketing uses the terms “Steady Growth,” “Faster Growth,” and “Full Speed Growth” to name their packages. And LYFE Marketing gives clients the option to choose between a “Good Plan,” a “Better Plan,” and a “Best Plan.”
Step 6: Craft Compelling Copy
Once your packages are developed, the next step is to think about how to present them to your audience in a way that entices them. This is where persuasive descriptions will make all the difference. Prospective clients should be able to read your copy and immediately understand the value they can get from each package.
So you may need to go beyond simply listing the services that package includes. Instead, try to present the services in a way that highlights the benefits for your clients. What difference can the package make for your clients? Why should they choose this specific package?
Take a look at how The Shelf presents the different services and benefits of their influencer marketing package. They expand a bit further to explain how each service or benefit can make a difference for the client. For example, for their Quality Control process, they explain how they have art directors, copywriters, and strategists assessing influencer content and providing feedback. This is a great way to present their unique selling point and differentiate themselves from other agencies that also claim to have quality control.
Case Example: SEO Package
Using the steps above, let’s try to create an example SEO package for a digital marketing agency. Say the agency takes a closer look into their clients and realizes that most of them are businesses that already have an existing website. However, they’re struggling with low visibility due to a nonexistent or failed SEO strategy. This allows them to pinpoint their key client needs as page optimization.
Next, the agency looks into their existing offerings and realizes that their SEO strategy services tend to be the most popular overall. Meanwhile, their local NAP listing services also see high demand among small businesses and local establishments.
So based on this information, the agency puts together an SEO package that includes the following services:
- SEO strategy
- Webpage optimization
- New webpage content creation
- Keyword research and optimization
- Local NAP listings
- Link building
- KPI reporting and review
To create a package that would appeal to more people, they decide to offer it for $2,500, which is the typical starting price of SEO packages. However, the agency also wants to create higher-priced plans, which means they need to create more value with add-on services. So they decide to create a secondary plan that includes Google ads management, costing $4,000.
The agency further differentiates the value between the two plans by offering varying levels of support. With the first plan, clients can get two new pages of content and up to 10 local NAP listings. The second plan, on the other hand, provides them with four new pages of content and up to 20 local NAP listings.
Don’t Be Afraid to Test and Adapt
Remember that your first attempt at packaging your digital marketing services may not necessarily work. This is perfectly normal since it’s all about testing and adapting to find a solution that works best for you. Testing different packages, prices, and tier options is essential to create digital marketing packages that your prospects want to buy.
The steps we’ve provided are just to help you get started, but there’s no one-size-fits-all approach to packaging your services. Even the most successful agencies constantly adjust their offerings based on their client’s needs and how their current packages are performing. So keep testing and keep revamping your offering to find the perfect formula for your agency.
Frequently Asked Questions
What does a digital marketing package include?
A digital marketing package typically includes services related to key digital marketing disciplines such as SEO, PPC, social media marketing, email marketing, and influencer marketing. However, you can also find packages customized according to the needs and goals of each business.
How do you create a marketing package?
You can create a marketing package by understanding your client’s needs, designing your package around your top-performing services, and strategically developing deals that offer value to your clients.
How do you package and sell digital marketing services?
You can package and sell your digital marketing services by bundling several complementary services and offering them at appealing prices.
What is a basic marketing package?
A basic marketing package is one that includes some of the essential top-of-the-funnel marketing solutions that will address small business needs by raising brand awareness and driving traffic.