It doesn’t cost that much
Before I pack up my things for the weekend, a few thoughts based on a couple of conversations and one news article this week.
I spent all of yesterday afternoon at a local business exhibition, speaking to other local businesses and helping our Chamber of Commerce recruit members.
Chatting with a local estate agent and explaining the work we do here at Bamford Media, I was surprised to hear about the current challenge they face with their website.
A very high-end brand agency created its website – it shows as the site oozes premium quality. However, they are now ready to start writing blogs.
They approached the agency again to ask to add a blog page to the website. It’s already there (as it was included in the initial build) but requires the addition of a menu item so it can be found.
The price quoted for this project? £800.
They suspected this was a lot of money for a simple task. I explained the handful of steps required in WordPress to make it happen, that would take no longer than 5 minutes to complete.
During another conversation this week, this time with a firm of Chartered Financial Planners, we spoke about the creation of a new website and they told me the fees quoted by other agencies (outside of our financial planning marketing space) for the same work were 1.5-3x the fees we were quoting.
I wouldn’t ever like to think that we’re cheap. We do like to offer great value.
There’s a danger though in the digital marketing sector that prices are sometimes inflated due to the imbalance of knowledge between client and supplier.
If I know how to create a website using WordPress, produce a podcast in Hindenberg or write compelling copy, and you don’t, that imbalance could lead to overpricing.
One more example before I go home.
Browsing my news feed last night, I stumbled across this revelation that Trade Secretary Liam Fox spent more than £100,000 on the production of a podcast project, designed to encourage British firms to export more goods and services overseas.
The stinger? His podcasts were only downloaded 8,398 times.
With six episodes released, plus a one-minute trailer episode, that’s an average of 1,200 downloads per episode. For £100,000.
You have to wonder what planet some people live on, especially when it comes to spending other people’s money. We’ve of course seen similar examples of ridiculous marketing spends by government agencies.
My concluding message is this; it doesn’t cost that much to do digital marketing well.
Value is of course always the most important factor. The results you get from any marketing project will determine that value.
However, if your agency is quoting what you instinctively believe is ‘silly money’ for doing relatively simple things, then please shop around and find someone with more realistic terms.