How to increase the average ticket in your marketing agency?

Today, knowing the average ticket to increase is a necessity for any company that seeks to grow and outperform its competitors. In marketing agencies, this is not an exception, since the joint service they offer in relevant content, design, advertising, and a specific message to catch the attention of a certain part of the audience, must be monetized for the value it provides and not both for the number of hours and work done.

<<< The role of planning in marketing agencies >>>

Agencies coexist in a highly competitive market, so they must take responsibility for the time and budget invested. In addition, your creative process must add value to motivate customers to hire your marketing process improvement services.

Understanding the importance of the average ticket in your marketing agency will help you generate actions to increase it so that your customers are more than satisfied with the service you offer. In this article, we tell you why it is important to determine the average ticket and what techniques to use to increase its value significantly.

What is it and how is the average ticket calculated?

The average ticket is the average value of purchases made by customers, whether in a physical store or e-commerce. Although this metric is more used by retail and technology businesses, it should be applied to other sectors of the industry, because knowing these real values of what customers spend will allow them to evaluate their actions to verify or not that they are on the right track.

In this way, they can identify opportunities for improvement to increase sales and thus obtain higher profits. To calculate the average ticket, you have to take the gross turnover of the company in a certain period and divide it by the sales volume of that period. It is also calculated from the total sum of sales, divided by the number of customers who made purchases in that period.

How to increase the average ticket in your marketing agency?

The main objective and benefit of knowing the average ticket is that you can improve it through actions designed for that purpose. Remember that the more attention you put into understanding your customers' needs, the more likely they are to hire your services more than once. Below, we list the most effective strategies.

<<< Customer profitability: Marketing agencies >>>

1. Understand the costs of providing services.

Emerging marketing agencies should avoid blindly bidding on their services before entering the market, to test their cost-effectiveness. The production of services and their subsequent effective provision depend on several costs.

In this sense, agencies need to determine the cost of producing a service that delivers value beyond the time spent performing it. In addition, costs help define the assignment of tasks: an expert or senior collaborator implies a higher cost outlay for the same task than a junior employee.

Therefore, knowledge of the cost of providing the service is useful when it comes to delegating a job, as this increases the chances of increasing the average ticket in your marketing agency and obtaining greater profitability.

2. Control time.

Time is a variable that in most cases controls our lives. This does not mean that we cannot control it to execute specific actions. For this reason, to increase the average ticket in your marketing agency, you need to have control of the time of the tasks and activities that make up the agency service.

When you work by the hour, you must have greater control of billable and non-billable hours to make the correct balance that includes your budget. But you do this calculation at the beginning of the commercial relationship based on the average time it takes your team to execute the service tasks.

However, in a recent agency, control of billable time can be difficult, since inexperienced employees may take longer than necessary to carry out activities or the leader may be poorly organized in delegating responsibilities. And we already know that wasted time is wasted money.

Being able to deliver the service within the stipulated period is part of good time management, but not the most important thing since it will depend on the time spent in each section of the process.

3. Budget correctly.

Every marketing agency should consider budgeting for all production and customer service activities. A budget carried out correctly helps to improve pricing to fulfill services more efficiently.

The control of resources is very important to budget the provision more effectively. To achieve this, you will need to determine the variable costs per project to have that extra to cover those expenses. Getting that dynamic every month will help you increase the average ticket in your marketing agency.

4. Identify the services that make you lose money.

In agencies, there may also be activities that do not add value and that are more a waste of time than a business. Therefore, it is essential to establish priorities between tasks and activities, identifying those that consume resources without contributing anything to those that provide profit or reward.

It may happen that, despite an agency's attempts to budget everything at the beginning of the commercial relationship, there are customers prone to make numerous changes in the outline or details of the project.

While customizations and adjustments should be part of the initial budget, if a customer is involved in a modification after the quote has been delivered, additional costs will be charged. Not doing so will make you lose resources and lower your average ticket because retaining those customers will end up costing more than your service itself.

5. Customer loyalty.

This strategy, in addition to increasing the average ticket in your marketing agency, can result in the growth of recurring sales. Offering a remarkable shopping experience is the first step in getting the customer to hire you again.

In addition to delivering the service on time, try to get creative with personalized packages, small gifts, or even thank you tickets for their preference. Did the customer make a high-value purchase? Value the gesture by sending a small present and making it clear how important they are for your company.

Good communication can also improve the relationship with your brand. Develop a well-defined email marketing strategy that guarantees lasting relationships with your customers and prospects.

6. Use appropriate management software to work on projects.

Finally, obtaining an average ticket increase in your marketing agency can be achieved by implementing a management tool that performs tasks such as workflow management, planning, and monitoring of tasks in real-time. In addition, the same software should reduce manual data entry and duplication of tasks, bringing greater visibility to processes.

<<< Advantages of process management in marketing agencies >>>

In conclusion, knowing the average ticket in your marketing agency will allow you to generate the right actions to increase it. It is through these permanent actions that you can set goals, identify possible problems that hinder billing, evaluate different profiles within the same target audience, create new digital marketing strategies, among other actions that are important for the growth of your agency.

It is a challenge for all marketing agencies to maintain a high average ticket and ensure strong sales.