In digital marketing, a retainer package for an advertising agency typically includes a range of ongoing services tailored to the needs of the client. These packages can vary depending on the scope, goals, and industry of the client, but here are common elements that are often offered:
1. Social Media Management
Regular content creation (posts, graphics, videos)
Community management (responding to comments, messages)
Social media strategy development
Performance reporting and optimization
Paid social media campaigns (Facebook, Instagram, LinkedIn, TikTok)
2. Search Engine Optimization (SEO)
On-page and technical SEO (site audits, fixing technical issues)
Keyword research and optimization
Content creation (blog posts, landing pages)
Backlinking and outreach strategies
Monthly performance tracking and reporting
3. Paid Advertising (PPC)
Google Ads management (Search, Display, YouTube)
Social media ad management (Facebook, Instagram, LinkedIn)
Retargeting/remarketing campaigns
Ad copywriting and creative production
A/B testing and ongoing optimization
Reporting on ROI, impressions, and engagement
4. Content Creation and Strategy
Blog writing, article creation, and thought leadership pieces
Video production (ads, explainers, stories)
Graphic design for ads, emails, social posts
E-book and whitepaper creation
Email newsletter content and strategy
5. Website Management and Development
Routine updates and maintenance (content updates, security checks)
Conversion rate optimization (CRO)
Landing page creation and optimization for lead generation
User experience (UX) improvements based on analytics
6. Analytics and Reporting
Setup and management of Google Analytics, Tag Manager
Custom monthly reporting on KPIs (website traffic, ad performance, etc.)
Heatmapping and user behavior tracking
Actionable insights and recommendations based on data
7. Email Marketing
Email list management (segmentation, list hygiene)
Design and development of email campaigns
Automation (welcome series, cart abandonment, re-engagement campaigns)
A/B testing for subject lines and content
Performance analytics and reporting (open rates, CTRs, conversions)
8. Influencer Marketing
Identification and outreach to influencers
Campaign management and execution
Performance tracking and reporting
9. Consulting and Strategy Sessions
Regular strategic planning sessions (monthly or quarterly)
Digital marketing audits and competitor analysis
Long-term growth strategy consultation
10. Branding and Creative Support
Brand development or refresh (logo, brand guidelines)
Creative concepts for campaigns
Ongoing design support for marketing assets
11. Crisis Management and PR
Reputation management (reviews, social sentiment)
Crisis communication strategies for digital platforms
Press release distribution and PR outreach
Flexibility and Customization
Most retainers offer flexibility, allowing clients to customize packages based on their specific needs, marketing objectives, and budget. Retainer clients benefit from ongoing support, quick response times, and a proactive approach to their digital presence.
These packages can be structured on a monthly basis with a set number of hours or deliverables, allowing both the agency and the client to maintain a consistent workflow and relationship.
In addition to the services already mentioned, here are more offerings you could include in a digital marketing retainer package:
12. Conversion Rate Optimization (CRO)
In-depth analysis of user journeys
Split testing (A/B testing) for landing pages, forms, and buttons
User interface (UI) and user experience (UX) improvement recommendations
Optimization of checkout processes and form submissions
Behavioral analytics using tools like Hotjar or Crazy Egg
13. Marketing Automation
Setup and management of automation tools (HubSpot, Marketo, etc.)
Workflow creation for nurturing leads
Automated triggers for emails, SMS, or other forms of communication
Lead scoring and segmentation
Reporting on the effectiveness of automated campaigns
14. Lead Generation Campaigns
Custom funnels for inbound lead generation
Creation of lead magnets (ebooks, guides, checklists)
Webinar promotion and management
PPC campaigns designed specifically for lead capture
CRM integration and data sync (HubSpot, Salesforce)
15. Affiliate Marketing Management
Strategy for affiliate marketing programs
Recruitment and onboarding of affiliates
Ongoing affiliate management and support
Tracking and reporting on affiliate performance
Creation of marketing materials for affiliates
16. Video Marketing
Creation of explainer videos, tutorials, and product demos
YouTube channel management and optimization
Video ads for platforms like Facebook, YouTube, and TikTok
Live video production (Facebook Live, Instagram Live, YouTube Live)
Video SEO optimization
17. Reputation Management
Ongoing monitoring of online reviews and mentions
Encouraging positive reviews (through email follow-ups or review platforms)
Responding to negative reviews and managing feedback
Strategies to improve online ratings on platforms like Google My Business, Yelp, Trustpilot
18. App Store Optimization (ASO)
Optimization of app store listings (Google Play, Apple App Store)
Keyword research and optimization for app titles and descriptions
Creative asset creation (icons, screenshots, promotional banners)
A/B testing of app listing elements to increase downloads
19. Geofencing and Location-Based Marketing
Setup and management of geofencing campaigns for localized targeting
Ads that appear when users enter a specific geographic location
Integration with mobile apps for push notifications
Reporting on user engagement with location-based ads
20. Voice Search Optimization
Optimizing content for voice search queries (Google Assistant, Alexa, Siri)
Structured data implementation for better voice search visibility
Researching conversational keywords and phrases
21. Podcast Marketing and Production
Podcast production (planning, recording, editing, distribution)
Promotion strategies for reaching new audiences
Podcast SEO (show notes, keywords, episode titles)
Guest outreach and interview scheduling
22. E-Commerce Marketing
Product feed optimization for Google Shopping, Facebook Shops
Retargeting abandoned carts and customers who viewed products
Dynamic ads for product recommendations
E-commerce performance reporting (conversion rates, average order value)
23. Creative Workshops and Training
Training client teams on digital marketing best practices
Workshops on social media management, SEO, paid ads, and more
Customized training for in-house marketing teams
24. Multilingual Marketing
Translation and localization of content for different languages
International SEO and keyword research for foreign markets
Paid advertising campaigns targeting different countries
Cultural adaptation of campaigns for specific regions
25. Customer Journey Mapping
Identifying key touchpoints in the customer’s decision-making process
Creating tailored content for each stage of the journey
Personalization strategies to improve engagement and retention
26. Surveys and Market Research
Creating and distributing surveys to gather customer feedback
Competitive analysis and benchmarking
Analyzing data and generating insights for strategic decisions
Focus group management and analysis of results
27. Influencer Content Creation
Collaborating with influencers to create branded content
Setting up co-branded giveaways, challenges, or events
Developing content that fits the influencer’s style while promoting the brand
28. Digital PR and Media Outreach
Press release creation and distribution to digital platforms
Securing features in industry blogs, online magazines, or news outlets
Handling influencer or media relations for campaign promotion
29. Virtual Events and Webinars
Planning and hosting virtual events or webinars
Promotion of the event across social and paid channels
Managing event registration, reminders, and follow-ups
Post-event reporting and engagement analysis
30. Sustainability and Corporate Social Responsibility (CSR) Campaigns
Developing campaigns that highlight the brand’s sustainability efforts
Strategy for communicating CSR initiatives through digital channels
Content creation and storytelling around social causes
By expanding your retainer packages to include these additional services, you offer comprehensive solutions that cover nearly every aspect of digital marketing. This allows your clients to consolidate their needs into a single relationship with your agency, increasing value and strengthening client loyalty.
Absolutely! Here are even more services you can include in a digital marketing retainer package to further enhance the offering:
31. Growth Hacking
Rapid experimentation with marketing channels and products to identify the most effective growth strategies
Data-driven testing of unconventional tactics (viral loops, gamification, etc.)
Performance tracking of growth experiments
32. Chatbot Development and Management
Setup of AI-driven chatbots for customer service or sales support
Customization of chatbot responses for FAQs, support tickets, and lead qualification
Integration with platforms like Facebook Messenger, WhatsApp, or website chat
Monitoring and optimizing bot performance based on user interactions
33. Referral Program Management
Design and implementation of customer referral programs
Tracking and optimization of referral campaigns
Creation of marketing assets to promote referral programs
Incentive structuring and management
34. Digital Product Launches
Strategy and execution for launching new digital products or services
Coordinated campaigns across social media, email, and paid ads
Influencer partnerships and PR outreach for launch buzz
Post-launch analysis and optimization
35. Gamification in Marketing
Designing and implementing gamified experiences (quizzes, challenges, leaderboards)
Gamified email marketing campaigns to increase engagement
Gamification elements for websites and apps to boost interaction
Monitoring and optimizing performance of gamification strategies
36. Augmented Reality (AR) and Virtual Reality (VR) Campaigns
Development of AR filters for platforms like Instagram and Snapchat
Creating immersive VR experiences for marketing or product demos
Integration of AR/VR into ad campaigns or e-commerce experiences
Reporting on user engagement with AR/VR content
37. Customer Retention and Loyalty Programs
Strategy and management of customer loyalty programs
Implementation of rewards, points, or VIP programs
Regular updates and promotions within the loyalty system
Tracking customer engagement and retention metrics
38. Omnichannel Marketing
Creating a seamless experience across multiple marketing channels (email, social media, physical stores, etc.)
Coordinating campaigns that integrate online and offline efforts
Tracking user behavior across channels to optimize engagement
Reporting on the effectiveness of omnichannel strategies
39. Interactive Content Creation
Development of interactive quizzes, calculators, polls, and surveys
Interactive infographics and data visualization tools
Custom tools that help engage users (e.g., product finders, assessment tools)
Tracking engagement and optimizing interactive elements
40. Dark Social and Messaging App Marketing
Leveraging messaging platforms (WhatsApp, Facebook Messenger, Telegram) for marketing
Creating shareable content that encourages private sharing (dark social)
Building and managing groups or communities on messaging platforms
Tracking the impact of dark social on referral traffic and conversions
41. Voice-Activated Ads
Developing and managing voice-activated ads for platforms like Amazon Alexa or Google Assistant
Optimizing content for voice search and voice commerce
Integration with smart home devices or voice-driven platforms
42. Customer Segmentation and Personalization
Advanced customer segmentation based on behavior, demographics, and engagement
Creating personalized marketing campaigns for different audience segments
Personalization of website experiences, ads, and email content
Continuous optimization of segmentation strategies for higher conversions
43. Digital Crisis Management
Proactive planning and management of digital crises (e.g., social media backlash, PR issues)
Immediate response strategies across digital platforms to mitigate damage
Reputation monitoring and rebuilding post-crisis
44. Event Promotion and Ticket Sales
Marketing campaigns for promoting online or offline events
Targeted ads and email campaigns for ticket sales
Management of event registration and attendee data
Reporting on event performance, attendee engagement, and ROI
45. Digital Transformation Consulting
Advising on the digitization of traditional business models
Implementation of digital tools and systems to improve efficiency (CRM, automation, etc.)
Strategic guidance on transitioning from offline to online operations
46. Data Privacy Compliance
Ensuring compliance with GDPR, CCPA, and other data privacy laws
Implementing privacy policies and procedures on websites and digital platforms
Auditing data collection practices to ensure transparency and compliance
Training teams on data privacy best practices
47. Programmatic Advertising
Automated media buying through programmatic platforms
Optimization of real-time bidding (RTB) strategies for display and video ads
Audience targeting using AI and data-driven insights
Performance tracking and reporting on programmatic ad campaigns
48. Brand Advocacy Programs
Building a community of brand advocates and influencers
Encouraging user-generated content (UGC) through advocacy initiatives
Managing advocacy campaigns to increase brand loyalty and trust
Reporting on brand advocacy performance and engagement
49. Micro-Moment Marketing
Targeting users during key moments of decision-making (e.g., “I want to buy” moments)
Optimizing content and ads to capture attention during micro-moments
Leveraging data to predict and capitalize on user intent in real time
50. Sentiment Analysis
Monitoring social media and other online platforms for brand mentions and sentiment
Using AI tools to analyze the tone of user comments and feedback
Creating strategies to address negative sentiment and enhance positive mentions
51. Niche Platform Advertising
Running targeted campaigns on niche social platforms (Reddit, Quora, Pinterest, etc.)
Customizing content and creative for specific platform audiences
Tracking engagement and optimizing performance for niche audiences
52. Influencer Management Platforms
Setting up and managing influencer partnerships using dedicated platforms (e.g., AspireIQ, Influencity)
Monitoring influencer performance and engagement rates
Creating detailed reports on the success of influencer campaigns
By adding these services to your retainer packages, you can offer a comprehensive, cutting-edge solution that meets the evolving needs of clients in various industries. It also helps position your agency as a one-stop shop for everything digital, from advanced tech-driven strategies to highly personalized marketing approaches.
Here are even more unique services you can add to your digital marketing retainer packages, without repeating any previous points:
53. Neuro-Marketing Strategies
Applying psychology and neuroscience to marketing campaigns
Designing content that triggers emotional responses and drives action
Testing and optimizing elements (colors, wording, layout) to enhance user engagement based on cognitive triggers
54. Social Listening and Real-Time Engagement
Monitoring social media conversations for brand mentions and industry trends
Real-time engagement with users discussing relevant topics or hashtags
Using insights from social listening to adjust marketing strategies and content
55. Digital Customer Feedback Systems
Implementing systems to gather real-time feedback through surveys, polls, or ratings on websites/apps
Analyzing feedback to understand customer sentiment and improve services
Integration with email or SMS follow-ups for feedback requests
56. Ethical Hacking for Security Testing
Conducting vulnerability assessments on websites, apps, and digital infrastructure
Identifying potential security threats that could compromise user data
Providing recommendations and implementing security solutions to prevent breaches
57. User-Generated Content (UGC) Campaigns
Running campaigns that encourage customers to create and share content about the brand
Developing strategies for incentivizing and showcasing user-generated content
Analyzing the impact of UGC on brand awareness and engagement
58. Shoppable Content Integration
Creating content that allows users to shop directly from social media posts, videos, or blog content
Integrating "Buy Now" buttons and shoppable links across digital assets
Tracking sales generated from shoppable content and optimizing for conversion
59. Ethical and Sustainable Marketing Campaigns
Creating campaigns that promote eco-friendly, socially responsible initiatives
Positioning brands as leaders in sustainability or ethical business practices
Managing partnerships with charities or social causes to boost brand credibility
60. Mobile App Marketing and Promotion
Developing and executing campaigns specifically for mobile app downloads and user engagement
Implementing mobile-specific SEO and paid advertising strategies (Apple Search Ads, Google Play ads)
Creating onboarding flows and push notification strategies to retain mobile app users
61. Augmented Reality (AR) Shopping Experiences
Developing AR shopping tools that allow customers to visualize products in real-world settings (e.g., try-before-you-buy)
Creating virtual fitting rooms or product placement tools for e-commerce stores
Reporting on AR usage, engagement, and conversion rates
62. Digital Sponsorship Packages
Offering tailored sponsorship opportunities to align brands with events, podcasts, or content creators
Managing digital sponsorship deals, including social media mentions, blog features, or email shoutouts
Tracking the performance of sponsorships in terms of brand visibility and ROI
63. Interactive Webinars and Live Streaming Production
Planning and producing interactive live streaming events or webinars for audience engagement
Managing technical aspects (streaming software, chat moderation, real-time polling)
Post-event analysis, engagement tracking, and follow-up marketing strategies
64. Interactive Voice Response (IVR) Marketing
Creating and managing IVR systems that engage customers through automated phone interactions
Using voice interaction as part of marketing campaigns to capture leads or provide personalized services
Optimizing scripts and voice experiences for conversion and engagement
65. Affiliate Network Management
Building and managing a network of affiliates to promote your client’s products/services
Creating affiliate incentives and ensuring proper tracking of affiliate links and conversions
Providing regular performance reports and optimizing affiliate marketing strategies
66. Blockchain Marketing Solutions
Integrating blockchain technology into digital marketing campaigns (e.g., for enhanced transparency or tracking)
Utilizing decentralized platforms for marketing campaigns or content distribution
Exploring the use of NFTs (non-fungible tokens) as part of brand engagement strategies
67. Mobile Wallet Marketing
Creating digital offers, coupons, and loyalty cards that integrate with mobile wallets (Apple Wallet, Google Pay)
Sending push notifications through mobile wallets to drive engagement and redemptions
Tracking the effectiveness of mobile wallet marketing campaigns
68. Predictive Analytics for Marketing
Utilizing machine learning and AI to predict customer behavior and preferences
Implementing predictive models for personalized marketing, churn reduction, or upselling
Continuously refining models to improve accuracy and drive better marketing outcomes
69. Artificial Intelligence (AI)-Driven Copywriting
Using AI tools to generate high-quality copy for ads, social posts, and blog content
Personalizing content based on user data and preferences
Testing and optimizing AI-generated content for engagement and conversions
70. Virtual Influencer Management
Creating or managing virtual influencers (computer-generated characters with social media accounts)
Designing campaigns around virtual influencers to reach niche audiences
Tracking engagement and growth from virtual influencer collaborations
71. Digital Twin Technology for Marketing
Using digital twin simulations (virtual models of physical assets or customer behavior) to optimize marketing strategies
Testing and predicting the impact of marketing campaigns on different audiences or scenarios
Enhancing product development and marketing alignment through real-time data analysis
72. Experiential Marketing with Digital Integration
Designing digital experiences that complement real-world events or activations (e.g., interactive AR installations)
Running fully virtual experiential marketing events, such as online festivals or virtual product demos
Tracking attendee engagement and brand recall from these hybrid or digital experiences
73. Interactive E-Commerce Product Demos
Building interactive, immersive product demo pages that allow customers to explore products digitally (e.g., 360-degree views)
Offering features like clickable hotspots or video overlays to enhance product engagement
Tracking customer interaction data to optimize the e-commerce experience
74. Micro-Influencer Programs
Building relationships with micro-influencers (social media users with smaller but highly engaged audiences)
Managing influencer content, product collaborations, and campaign execution
Tracking and optimizing for ROI, often with a focus on more niche or local audiences
75. Digital Prototyping for Marketing
Rapid development and testing of digital marketing prototypes (landing pages, apps, interactive features)
Gathering feedback through A/B testing and user behavior data
Iterating on digital marketing prototypes to maximize engagement and effectiveness
These additional services can help you build an even more comprehensive and future-focused digital marketing retainer, offering innovative and specialized solutions to meet a wide array of client needs.
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