How To Nail Your Marketing Retainer Packages for Clients

How to nail your marketing retainer packages for clients

Omid G

Jun 04, 2025

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What is a marketing retainer package and why should you offer one?

A marketing retainer package is an agreement between a service provider and a business in need of marketing services. It lists out how much the service will cost, on an agreed upon frequency, and what types of services will be delivered.

If you’re a freelancer or agency owner, the best part of having a retainer package is that it gives your business revenue predictability. This comes especially in handy when you want to scale and hire people to help you, because you’ll know how much you can afford to hire staff.

The 3 main types of retainer models

1. Deliverable-based retainer

A deliverable-based retainer is when you specify a certain amount of deliverables, or actions, that you will take for your client. This usually includes fixed services over a period of time, like a month.

2. Time-based retainer

A time-based retainer is when you commit to a set number of hours, usually per week or month, that you will dedicate to a specific client. It’s one of the most widely used models for agencies and consultants.

3. Strategy + execution hybrid

A hybrid model is when you include both a deliverable and a time-based retainer for your services.

How to structure your packages (with examples)

Here are the steps to structure your packages:

1. Start with your mission statement

The basis of your package structures should come from your own personal mission statement. For example, you can start with this one line (replace X, Y, Z): I do X for Y to help them Z.

2. Map out your inputs

You want to list out all of the actions you take to help your potential clients grow.

3. Look at competitors

Research similar agencies in your industry who have productized services listed on their website.

4. Create package tiers

For example, if you create short-form videos, you could have your packages based on the number of videos you make:

Starter package: 2 short-form videos per week (8 per month)
Growth package: 4 short-form videos per week (16 per month)
Scale package: 1 short-form video per day (30 per month)

Pricing your marketing retainers

1. Start with your income goal

Calculate how many clients you can serve and how much each one needs to pay.

2. Take into consideration time, effort, outcomes, and the type of client

Pricing should consider strategy, complexity, client engagement, and expected outcomes rather than just effort.

3. Create pricing tiers and anchor your value

Structure options for clients to feel like they have choices, enhancing your perceived value.

How to pitch retainers to clients

1. Focus on results

Frame your offerings in terms of value and expected outcomes rather than hours logged.

2. Position this as a partnership

Make the relationship feel collaborative rather than transactional.

3. Anchor your retainer against the cost of hiring

Communicate the savings clients gain by using your services instead of hiring in-house.

How to evolve a retainer over time

1. Start small with your clients

Build relationships and upsell based on delivering results.

2. Be as flexible as your client’s business

Ensure packages can adapt to business changes.

3. Set checkpoints

Regularly review work with clients to reassess value and rates.

Tools to streamline your retainer work

1. Assembly

A tool for managing client work, contracts, and recurring payments.

2. Webflow or Framer

No-code website builders for marketing services.

3. Notion

Project management tool for organization and documentation.