As an entrepreneur who wants to develop and implement your online marketing strategy, it is important to carefully weigh up the cost-benefit ratio of a marketing consultancy. The decision as to how much you should spend on an online marketing consultant depends on several factors, such as the ROI expected from the consultancy & implementation, the type of service provider, the scope of the project, the type of service and the respective industry.
Budget and ROI expectations
Companies should ensure that the investment in consulting is justified by the expected return on investment (ROI). A realistic budget could be between 5,000 and 20,000 euros, depending on the complexity of the tasks and the desired goals.
Service provider type
Prices for consultations and implementation vary depending on the type of service provider. Hourly rates for experienced online marketing consultants in Germany are typically between 100 and 250 euros per hour. For a daily fee, rates between 800 and 1,500 euros are common. For agencies, fees can be significantly higher depending on size and reputation. Daily fees of 1,500 to 3,000 euros are not uncommon, especially for specialized or renowned agencies.
Project scope
For a comprehensive development and implementation of an online marketing strategy, medium-sized companies and startups should plan a budget of around 10,000 to 30,000 euros, depending on the scope of the project. This would typically include a strategic analysis, the development of the marketing strategy, the implementation of measures (e.g. SEO, SEA, content marketing), and the measurement of success.
Assuming that the services provide significant added value and increase the company's sales or performance, you can also calculate the exact amount of expenditure up to which a consultation is worthwhile. A good example of this is conversion rate optimization in the web shop or the generation of additional visitors and buyers through successful search engine advertising. Here, the expenditure can be compared with the specific increase in sales.
Fees of online marketing consultants and agencies in Germany
To give a detailed overview of the fee rates and specific differences in the industry, here is a concrete overview:
1. Individual consultant/freelancer:
For freelancers and individual consultants, hourly or daily rates apply depending on the order volume: - Hourly rates: Typically between 80 and 250 euros, depending on experience, specialization and location.
- Daily fees: Between 800 and 1,500 euros, with averages of 1,000 to 1,200 euros. Very specialised consultants or those with a strong track record can charge up to 2,000 euros per day.
2. Agencies:
There are three size categories for agencies: - Smaller agencies: Daily fees of around 1,000 to 1,500 euros. These agencies often offer a good balance between price and performance, especially for standardized services such as SEO or social media management.
- Medium-sized agencies: Daily fees are often between 1,500 and 2,500 euros, as they often offer more comprehensive services and a larger team of experts.
- Large and specialized agencies: Prices can be significantly higher, especially if they focus on specific industries or particularly complex services. Daily fees of 2,500 to 5,000 euros or more are possible.
Differences by performance type
Strategy consulting: Higher fees, as this requires a particularly high level of expertise and a deep understanding of the market. Daily fees are often in the range of 1,500 to 3,000 euros.
Operational services (e.g. campaign management ): These activities tend to have lower rates, especially when they are carried out by less specialized staff. Hourly rates here are often between 80 and 150 euros.
Technical services (e.g. web development, SEO technology): These services also have wide price ranges, although the fees for specialized SEO technicians or web developers can also fall into the upper range (100 to 200 euros per hour).
Industry-specific differences
- E-commerce: High demand for performance marketing specialists, which is driving up prices. Higher daily fees of 1,500 to 3,000 euros are not uncommon here.
- B2B industry: Strong demand for content marketing and lead generation. Strategy consultants in this segment can tend to charge higher fees.
- Healthcare: Strong regulations and specialized target groups lead to higher prices for consultants who have experience in this area.
Conclusion
The costs of online marketing consulting vary depending on several factors. Ideally, an investment in online marketing consulting will pay for itself within a short period of time through increasing online sales. A daily fee of 1,200 euros is justified above all if you can offer proven success and specific expertise in sought-after areas or for certain industries.
Author: Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing director for B2B technology companies and startups.
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