Whether you are focused on optimizing SEO, converting web traffic or simply building websites, payments is a part of your clients needs. Some organizations see payments as an ancillary service, distracting them from their core offering. Some companies choose to go as far as owning their own payments company and bring the process in house. Whatever your appetite for involvement, a payment strategy is a critical part of any marketing organization.

 

1. If you aren’t capturing payment revenue, someone else is.

Most shopping carts and platforms are quickly moving to capture a portion of the eCommerce revenue for sites built on their technology. Shopify mandates that you use their in-house payments called an ISO(Independent Sales Organizations) or they charge 1% to use another provider, excluding the agency and marketing partners from vital revenue. Magento has recently launched Magento Payments which they claim to be neutral but will in inherently compete with their existing reseller relationships.

2. A reputable payments partner creates a better customer experience.

Building a client’s website is a process containing many steps and moving parts. Payment companies can provide competitive pricing while decreasing the number of tasks required by a client to complete the build out. At the end of the day, it is easier to work with an endorsed relationship than for your clients to go out and source their own.

Choosing a payments provider will insure your clients have all of the latest ways to take payments: Google Pay, Apple Pay and Amazon Payments to name a few.

3. Streamline the checkout process and increase traffic conversion.

Many platforms are accessed through plugins and API certifications. Using a trusted, proven, reliable connection will ensure your client’s website maintains maximum uptime and a seamless check out process. Choosing a payments provider will insure your clients have all of the latest ways to take payments: Google Pay, Apple Pay and Amazon Payments to name a few.

4. Reoccurring revenue can increase an agency’s cash flow even if the client leaves.

When agencies work directly with payment providers, they share in a portion of the revenue made from their clients sites and converted traffic. Partnering payment companies are built on relatively thin margins over long periods of time giving them stable cash flow and high valuations. Creating a separate revenue stream from services like payment processing can help create a business models that moves from transactional to reoccurring. This cash flow can add up to a meaningful amount of revenue which increases the value of the business, creating a stable income model. Even if the client leaves the Agency, they will still share in the revenue collected as long as the client processes payments.

5. B2B Payments should not be treated like B2C Payments.

Accepting payments on a consumer facing website has different requirements than accepting payments on a Business to Business(B2B) website. Simply adding Stripe.com or Paypal.com will cost your clients significant revenue. Visa and MasterCard recognize that B2B payments require different data fields and carry unique costs. Your payments partner can guide you through this process and insure your client’s sites are set up correctly.