Marketing is much like going to the gym. Not because you’re looking to show off your muscles, but because it requires a strategy — a plan — that tackles all areas. Everyone knows what happens when you skip leg day...
The same happens when you devote all your attention to top-of-the-funnel activities, like content marketing, at the expense of bottom-of-the-funnel strategies such as retargeting ads. You end up with a lot of interest, but not enough conversion. Your brand needs a full-funnel marketing approach, like your body needs a full body workout.
Marketing packages can help your products or services to become the ultimate package. Here’s a breakdown of the main types of marketing packages that you get, what you can expect to pay, and how to make sure you get the most value.
Unpacking Marketing Packages: A Full Guide Exploring Types, Cost and More:
What Are Marketing Packages?
A marketing package combines several related marketing services to create a bundle. Marketing agencies often use it to offer more value to their clients. While the different services are grouped together to offer a unified offer, it typically leaves room for some level of customization, allowing clients to add services for an extra fee.
It offers advantages to both marketing agencies as well as their clients. Marketing agencies can build a more predictable income stream, while businesses can get more value for money and create a continuity in their marketing efforts.
Main Types of Digital Marketing Packages
Some packages take a more general approach, while others focus on a specific marketing strategy (e.g. email) or business type (e.g. eCommerce). Here are seven of the main types, along with what’s in each type of package and a few real-world examples.
1. Social media marketing packages
Social media marketing packages are one of the most popular types. Our Digital Marketing Benchmark Report 2023 found that businesses spend the most on social media marketing, with 28.2% of marketing budgets being allocated for this.
Social media marketing entails more than just posting on social media channels. There’s also a paid element and other daily activities like community building and moderation.
The following services are commonly combined to create a social media marketing package:
- Strategizing
- Analysis of competitors’ social media presence
- Setting up profiles on channels like Instagram, TikTok, Facebook, LinkedIn, etc.
- Creating content
- Repurposing posts
- Scheduling and posting to select networks
- Monitoring and moderating comments
- Managing crises
- Running paid ads
These plans can either focus on a single platform or allow you to mix and match a few. For example, Cleverly, one of the top LinkedIn lead generation agencies, mainly keep their packages LinkedIn-specific. The packages are then shaped around a specific goal like lead generation, paid advertising, content, or recruiting. Each package includes a dedicated account manager, access to an advanced reporting dashboard as well as monthly strategy calls.
2. Digital marketing packages
All those services that don’t fall into a package of its own get grouped together to create a general digital marketing package. Businesses can generally select from various strategies to create a comprehensive bundle.
Services and strategies that are generally grouped together to form a digital marketing bundle include:
- Website design
- Voice search
- Chatbot design
- Augmented reality (AR)
- Influencer and/or affiliate marketing
- Social media community management
- Video marketing
- Podcast marketing
- Public relations
Choosing which services to combine can be challenging. Some agencies, like WebFX, assigns a dedicated account manager to all their digital marketing packages to help with this, among other things.
When you work with WebFX, your account manager will look at your goals, niche, and competitors to help you tailor your strategy and build a bundle that works for you. This way, you’ll use your budget optimally.
Other benefits included in WebFX’s digital marketing packages are data-backed campaign optimizations, AI-powered strategy recommendations, and access to their in-house revenue acceleration platform dubbed MarketingCloudFX. Pricing starts at $3,000 per month.
3. Content marketing packages
Similarly to social media marketing, there’s a whole lot more that goes into creating high-quality content. Not only do you need to plan the actual, individual blog posts and other content pieces, but you’ll also need to plan when to publish what and where. That alone takes up a lot of time and creative juices. Then, you still need to create the actual blog posts and, after that, optimize it and analyze the results.
Depending on the goals and budget, it combines the following services:
- Devising a content strategy
- Creating a content calendar
- Planning how to distribute content online
- Creating briefs for content creators
- Creating copy for blog posts, landing pages, podcasts, etc. and designing visual elements
- Localizing content pieces
The number of content pieces is one of the main factors that will influence pricing. For example, for one monthly email newsletter, one weekly short-form video, and one monthly blog article, Online Optimism charges just over $4,000.
For basically double the amount of content, you’re looking at about $6,200. So, there’s some bulk discount.
All of Online Optimism’s content marketing packages include:
- Content strategy
- Keyword research
- Competitor analysis
- Content publishing
You’ll also get unlimited graphic content for these written pieces and the number of revisions that you can request is unrestricted. These are major benefits that really increase the value of the package.
4. Email marketing packages
Email is still one of the most popular marketing strategies and easiest ways to keep potential customers in the loop. From email newsletters to abandoned cart emails, there are various types of messages that you can build campaigns around.
A digital marketing agency will know which to use and how to reach your ideal customers.
Services can include:
- Managing and segmenting email lists
- Designing templates
- Creating an email sequence
- Writing copy and designing key elements like your email signature
- Sending the emails
- Analyzing email metrics
For an example of what the end result can look like, you can check out LYFE Marketing, one of the top social media marketing agencies. They offer three plans as well as a custom option.
All of their plans include:
- Initial campaign strategy
- Custom email designs
- List maintenance and clean up
- Original copy
- Ongoing optimization
- Analytics
- Monthly reporting
The only real difference is the number of email newsletters. Depending on your plan, it ranges between two and eight email blasts.
5. SEO marketing packages
After social media, search engine optimization receives the biggest slice of companies’ marketing budgets. Nearly 20% is allocated to SEO. That said, it can deliver the highest ROI of all the main marketing channels, justifying the few thousand dollars that you’ll typically be charged.
SEO marketing packages can include:
- A technical website audit
- SEO strategy
- Link building
- Keyword research
- On-page as well as off-page optimizations
For a real-life example of the shape that an SEO package can take, you can refer to Thrive Internet Marketing Agency, one of the top-rated digital marketing agencies. Included in their offering are local SEO packages designed specifically for Wix websites which include:
- Keyword research
- Content optimization
- Site architecture improvements
- Website speed optimization
- Suggestions for monthly blog posts along with a content calendar
- Off-page optimization
6. eCommerce marketing packages
Running an eCommerce business requires a different marketing approach to a brick-and-mortar store. For starters, as you have no physical location with intriguing window displays to draw in customers, you’ll need to rely so much more on digital marketing strategies. To grow your online presence, you’ll typically rely on owned channels like your website, social media, and email, with a heavy focus on content marketing and SEO.
In addition, you’ll also typically need help with:
- Product photography
- Product descriptions
- eCommerce platforms
- Payment gateways and other app integrations
Just like their content marketing packages, WebFX is also flexible when it comes to eCommerce marketing packages and lets you custom-build a package for your online store. Custom web design and SEO are standard but they give you the option to add extra features such as a content management system (CMS) and professional copywriting.
They include an eCommerce website builder that you can use to build the package. For example, for a website that has a simple, responsive design, basic eCommerce functionality and up to 10 pages, you’re looking at between $8,000 and $12,000.
7. PPC marketing packages
Along with SEO, pay-per-click (PPC) marketing requires more technical knowledge. Also unlike content marketing that doesn’t necessarily require an upfront financial investment, there’s more at stake if you get PPC wrong.
It bundles several paid ad services, like Google Ads and Facebook Ads, together and generally includes services like:
- Ad management
- Ad copy creation and optimization
- Graphic design
- Data analysis
How Much Do Marketing Packages Cost?
Asking how much a marketing package costs is like asking how long a piece of string is. It can vary greatly.
Factors affecting costs include the:
- Number of monthly/weekly posts and/or custom images
- Number of social networks included
- Hours of consultation
- Level of community management
- Number of pages to be optimized
- Number of emails sent per month
- Rounds of revisions
- Monthly media budget/ad spend
Depending on the services that you need, you can end up paying anything from $1,000 per month to more than 10 times that. Then, you’ll also need to budget for potential one-off setup fees which could also range between a few hundred bucks or over $1,000.
For example, Mayple, top-rated for their social media consulting services, has a social media management plan that starts at about $2,000. On the other hand, LYFE Marketing’s social media management pricing ranges between $750 and $1,550, which is a lot less. However, compared to WebFX that charges a minimal ongoing management fee of $3,000 plus a setup fee of $4,500, Mayple’s pricing suddenly becomes attractive.
That said, most agencies take a tiered approach. Irrespective of your budget, you’ll probably find one that you’ll be able to afford.
Four-point Checklist for Choosing Marketing Packages
Cheapest isn’t always the answer and you’ll also need to consider other factors. Before signing up for any subscription, here’s your homework:
1. Define your marketing goals and target market
What are your immediate business goals? For example, if it’s to boost organic traffic, the correct marketing mix will be a split between SEO and content marketing. On the other hand, if you’re currently more concerned about lead generation, email marketing will make more sense.
Also have clarity about the audience you want to reach. Getting more millennials to visit your website will take a different approach to, let’s say, generating clicks among B2B business owners.
2. Set your budget
As mentioned, the cost of marketing packages differs significantly. The most expensive one isn’t necessarily the best, even less so if you can’t afford it. Aside from your own budget, also let your marketing goals and ROI of individual marketing channels guide you.
Using a variety of channels is the best way to grow a business. So, decide beforehand which channels you want to focus on first and which percentage of your total marketing budget you can spend per channel.
3. Evaluate the contents of the package
Does the package support the channels and strategies that your overarching digital marketing plan is based upon? Will your in-house marketing team have the capacity to implement (and track) those key services that are excluded?
These are the types of questions you need to ask as you scrutinize the packages.
Also, evaluate flexibility. The best packages offer some degree of flexibility and customization like letting you choose which three social media platforms you want to use or giving you the option to add extra services at an additional fee.
4. Double-check their track record
On paper the package looks good, however can the agency deliver? To answer this, you’ll need to widen your research and look at online reviews and case studies that share actual results. Even a list of previous clients can give you an idea of the type of clients they usually work with and if they’ll be a good fit for your industry.
What should business owners think about when choosing a marketing package?
Aside from letting your goals, target audience, budget, and the agency’s results guide you, you should also think about the finer details of the contract. Results can’t be guaranteed (and you should tread lightly around agencies that do).
That said, there should be some agreement about how the results will be measured. There should also be wiggle room to make tweaks if the ROI is disappointing.
Three Red Flags When Choosing Marketing Packages
A marketing package might tick all the boxes mentioned above, but here are some other signs to be on the lookout for. If you spot any of these, proceed with caution.
1. The package ignores your type of business
The agency might not “advertise” this specifically, but be sure to ask them if it was designed to fit B2B or B2C businesses, for example. You can also take it one step further and ask if the package has been used by businesses in your niche. For example, food and beverage marketing will rely heavily on visuals and platforms that are built around visual content.
2. Guarantees or above-average results
There’s no way to guarantee that your website will make the top three search results. If an agency promises you this type of result, don’t take them at their word. Sure, a marketing agency must deliver, but above-average results can’t be guaranteed.
3. No interest to get to know your brand
Businesses aren’t the only ones that must have clarity about their business objectives and target audience. The marketing team must also make a concerted effort first to understand your specific business and what it’s all about. Not only is it good customer service, but this knowledge is needed to plan their marketing materials.
The Importance of Choosing the Right Marketing Package (and Other Key Takeaways)
Marketing packages might work out cheaper than paying for all the services individually, but it’s still a large sum that you’ll have to pay upfront each month. Also, results won’t happen overnight. If you picked the wrong package and decide to switch to a different agency later, you’ll need to complete the setup phase again (which also likely means paying another setup fee).
The key thing is not to rush it. Do your homework. Start with one or two packages. Give the agency some time before you start demanding results.
Frequently Asked Questions
What should a marketing package include?
A marketing package generally includes a mixture of the following digital services:
- Strategy
- Content marketing
- Social media marketing
- Paid search and/or social
- Website editing/maintenance
- SEO
- Analytics and reporting
How do you create a marketing package?
Here are essential steps involved in creating a marketing package:
- List the services that you can offer
- Decide on the different tiers that you want to offer
- Select the channels that you’ll support (e.g. TikTok, LinkedIn, Instagram)
- Decide how many content pieces you’ll create per month or week
- Add possible, optional extra services
- Decide when your team will be available for support
- Set your pricing
What is included in a digital marketing package?
A marketing package that focus on digital marketing in general typically includes the following services:
- Consulting
- Online marketing strategy
- Target audience research and segmentation
- Website design (possibly optimized for voice search)
- Chatbot development
- Public relations strategies (e.g. media outreach)
- Influencer marketing
- Video marketing
- Affiliate marketing
- Social media community management
What does a marketing package mean?
Marketing packages are created by marketing agencies that combine various types of services related to digital marketing.
