Marketing Packages: Everything You Need to Know to Get Started

‍Digital marketing is a complex business function with hundreds of goals, metrics, processes, approaches, and workflows. It can be overwhelming even for experienced market players, and businesses often struggle to make sense of their fragmented marketing efforts.

‍This is where the concept of marketing packages comes in.

‍Digital marketing packages reduce the complexity of one’s marketing planning and execution. They help to save time, money, and effort.

‍In this comprehensive guide, you will learn everything about digital marketing services packages, including their types, pricing, and how to choose the best package for your needs.

‍Digital marketing packages are bundles of several marketing services that you receive from a professional marketing agency.

‍Packages always stipulate the presence of service providers — digital marketing agencies that operate online, providing various marketing services, rarely for individuals but more commonly for companies and organizations.

‍A digital marketing bundle typically combines essential services such as SEO, content marketing, guest posting, link-building, paid advertising, social media management, marketing strategy, etc. We’ll elaborate more on these services in the next chapter.

‍For now, it’s critical to understand that marketing packages bring multiple benefits. Examples may include:

• Reduce complexity: Help to streamline one’s business efforts by aggregating similar and mutually amplifying tasks.
• Save time: Free us from the need to contact multiple service providers or run various marketing services by ourselves.
• Save money: Packages and bundles always come at reduced prices (an economy of scale, so to speak) compared to buying individual services.
• Access to expertise: Dealing with professional marketing agencies, companies access their diverse marketing expertise and learn from their experience, allowing them to stay competitive.
• Customizability and scalability: Packages can be customized to individual business needs and adjusted for the stage of business growth.

‍We’ll help you choose the optimal package for your specific business needs. However, before that, it’s essential to explore the types of digital marketing bundles and the services they usually hold.

‍Digital marketing packages come in various types. Everyone can choose the one that best fits their goals, but knowing all possible types is what will help you make such a strategic decision.

SEO and Content Packages

‍Digital marketing packages with SEO (Search Engine Optimization) and content creation are among the most popular.

‍The key to their popularity lies in cost efficiency and high versatility. As most businesses operate online, they all face tough competition (hence, striving to save money), and they all can enormously benefit from optimizing their content for search engines.

‍SEO, for that token, is a highly cost-efficient way to increase a website’s online visibility and generate organic traffic with subsequent conversion and revenue growth.

‍Here is a snapshot of the core services in a typical SEO and content package:

Keyword research and optimization services

‍Search engines have long used keywords to connect user queries and website content. By implementing the optimal and relevant keywords and their combinations from your industry and niche in your online content, you can pedal your pages to the very top of SERPs (search engine results pages).

Content creation services

‍It’s the process of developing content, be it an article, blog post, landing page, image, infographic, and video. Typically, a content creation marketing package consists of ideation, topic and title selection, target audience analysis, content creation itself, and keyword optimization.

Link building services

‍Establishing links between your internal pages and external resources drives your website’s visibility and authority. In simple terms, the more credible resources link back to your website or social media page, the higher your brand/product authority is, as search engines perceive.

‍An effective link-building service should include one or all of the following:

• Guest posting: Place ready-made articles or order writing articles from scratch for third-party resources. Guest posting allows you to promote your brand, build valuable backlinks, attract high-value traffic, and turn it into customers.
• Link insertion: A budget-friendly solution to achieving the same goals — brand awareness and traffic acquisition through building backlinks. You simply order link insertion into the domains and particular pages based on your business needs.

‍Source: Serpstat

Analytics and reporting services

‍Almost all SEO and content development packages come with analytics and reporting services. They enable you to keep track of your content performance by a range of metrics, such as keyword ranking, traffic, and customer engagement.

Social Media Packages

‍It is hard to imagine a successful online business striving without active coverage and PR on social media. Marketing agency packages for social media are designed to help companies establish an active presence on social platforms like Facebook, Instagram, Twitter, and TikTok.

‍What’s included in social media packages?

• Account registration and setup
• Content creation and optimization
• Social media strategy development
• SEO and link-building
• Paid social advertising

‍A successful social media strategy should include reaction tracking, online reputation monitoring (ORM) services, and responding to defamation or negative mentions on the internet.

‍Tracking brand mentions and listening to the audience’s sentiments are time-consuming. That’s why you’d be better off outsourcing these functions to a professional marketing agency.

PPC and Paid Advertising Packages

‍PPC (pay-per-click) and paid advertising packages comprise services capable of bringing immediate results. Paying per click is a very cost-efficient advertising approach when clients pay only once a potential customer clicks on an ad.

‍Such PPC campaigns are run on social media platforms, search engines, and just about any online resources with sufficient traffic. Whereas, typical advertising elements include banners, posters, links inside texts, and videos.

‍Some of the core services inside PPC and website advertising packages are:

• Paid campaign strategy development
• Ad copy design and creation
• A/B testing (a method of testing the performance of individual ad elements)
• Retargeting campaigns
• Bid management

‍Recently, the two most powerful advertising channels emerged: Google Ads and YouTube Ads. Google Ads’ potential rests on its global reach and the synergy with Google Analytics (GA4 and GA360).

Email Marketing Packages

‍Email as a communication and marketing channel may seem like a vestige of the past to many, but not to us. Marketers and digital marketing agencies continue to successfully use email for customer communications, engagement, retention building, and generating conversions.

‍Did you know? Email marketing offers some of the highest ROI among all marketing strategies. Some of the most efficient services in email internet marketing packages include:

• Email database development and management
• Template design
• Content creation (including mailing articles, CTAs, subject lines, etc.)
• Personalization (email marketing offers broad personalization possibilities)
• Automated workflows

‍Emails are great when you need to keep your audience actively engaged (e.g., via surveys or promotions) and loyal. Analyzing customer feedback via emails can yield actionable insights and help you improve your product and service offerings.

‍Source: Freepik

Omnichannel or Integrated Packages

‍Last but not least come the omnichannel or integrated digital marketing packages. These are online marketing packages designed to provide the biggest bang for the time and money invested.

‍Integrated packages are for those clients who want to take a comprehensive approach and achieve the maximum output via multiple marketing channels.

‍Marketing packages pricing, when targeting multiple channels, is usually the highest. However, you also save money via the economy of scale, which such bundles always offer.

‍Contemplating an omnichannel/integrated package, head for the following services:

• Strategic planning (a cohesive strategy will ensure seamless coordination and unified brand messaging among channels)
• Audience analytics and segmentation
• Analytics and data integration (you will need to deal with a lot of data)
• Automation and real-time service adjustments

‍Integrated packages hold great potential to strengthen brand presence, enhance customer experience, and drive conversions. Consider buying an omnichannel package when you want to build lasting customer and partner connections and achieve long-term success for your business.

‍Choosing the optimal package for you can be difficult. First and foremost, consider your business goals. What are your strategic and operational ambitions? What do you want to achieve with a marketing package?

‍For instance, a package designed to increase sales will differ from the one focusing on customer retention, or brand awareness.

‍Target audience is another important aspect to take into account. You need to understand who you are trying to reach, their preferences and behaviors, and pick a set of services to help you with your aspirations.

Packages Tailored to Industries

‍Digital marketing bundles differ by industry. If your industry is e-commerce, let’s say you sell sportswear on Amazon, you would benefit from most marketing packages available out there.

‍However, things will differ if your industry is healthcare or finance.

‍For healthcare, you’d most certainly need to prioritize local SEO to effectively reach patients in different geographical areas. Likewise, you’d also need to employ educational content on your website and ensure strict adherence to regulatory standards like HIPAA to protect patient data.

‍Similarly, for finance, you’d want to find a marketing package with a focus on compliance and transparency. Such packages imply open and frequent customer communications via trusted Internet channels.

‍Data-driven campaigns are another key component to look for in a decent package tailored to the finance or insurance industry.

Packages Tailored to the Business Size

‍Expect even more variability in marketing bundles with differences in business size. The logic is pretty simple here — the larger the business, the bigger the marketing package it can afford.

For small business and startup

‍Marketing packages for small businesses emphasize affordability and flexibility.

‍Why is affordability a priority? Small companies and startups are often tight on budgets. They start small, develop little by little, and are highly sensitive to fluctuations in expenditures and incomes. Simply put, they cannot afford to make too many mistakes, especially costly ones.

‍So, consider budget-friendly and flexible packages if you are a small company or a startup.

‍Flexibility in marketing packages for small businesses will allow you to make adjustments and add or jettison services as your marketing project progresses.

‍A vast majority of digital marketing packages for small businesses and startups emphasize brand building and target campaigns to raise brand awareness. Indeed, for a growing company, it is paramount to boost visibility and develop a positive brand image.

For middle-size businesses and enterprises

‍As a big company, unless you are a long-time client of a professional marketing agency with years of successful cooperation, chances are you’d be looking for some sort of safeguard measures before buying a marketing service.

‍Such safeguard measures can be strategic planning, which assumes careful evaluation of risks and opportunities. The rationale is plain — you cannot entrust your established business operations and a well-known brand name to someone without assurances of success.

‍That’s why most online marketing packages for middle-size companies and large enterprises come with a thorough marketing strategy aligned with your business goals and growth/expansion objectives.

‍Some other features of marketing bundles for large companies are:

• Advanced analytics and reporting
• Multichannel marketing campaigns
• Paid advertising at scale
• Broad automation possibilities

‍Enterprise-level SEO is also usually a part of the game. A solid SEO package should include on-page, off-page, technical, and local SEO. Link-building as part of on-page and off-page SEO should enable in-depth keyword research and target high-authority domains to boost your corporate website’s search ranking.

‍Source: Seoprofy

Digital Marketing Package Pricing

‍Let’s get straight to it. While individual prices may vary, the following are generally true for marketing package prices:

• Small business packages: $300–$5,000/month, emphasizing local SEO, social media, and basic content creation as the most budget-friendly services for small business.
• Mid-size business packages: $5,000–$20,000/month, usually comprising multichannel strategies and scalable campaigns.
• Enterprise packages: $20,000+/month, offering omnichannel and fully integrated campaigns, enterprise-level SEO, and comprehensive analytics and reporting.

‍What factors besides your company size may influence the package cost? Actually, many factors are at play here, but predominantly the following ones.

Scope of services

‍Single-service and smaller packages will cost less than holistic bundles comprising competitor and audience analytics, SEO, PPC advertising, email marketing, reputation management, and others.

‍Beware of “accidental” spikes in the initially moderate digital marketing package prices, as most agencies tend to recommend holistic solutions. They will fight tooth and nail to sell you the priciest package possible.

Agency expertise

‍The expertise of the hired agency is another important factor in defining digital marketing pricing packages. The higher the expertise and the bigger the name, the higher the cost.

‍Agencies with industry-specific knowledge and proven track records may charge premium rates.

‍You can assess expertise by studying their case studies and reading customer reviews on specialized resources. Examples of such resources include Clutch, UpCity, GoodFirms, Yelp, Trustpilot, and others.

‍An established agency will have multiple default packages displayed on its website. Look for digital marketing packages examples that will fit your budget and goals.

Campaign duration

‍Besides scope and complexity, digital marketing agency pricing packages are affected by campaign duration. Even a small-scope campaign can last for a long time (e.g., many years), and the price of such a campaign will be high.

‍The average marketing campaign duration ranges from three to six months. This is where affordable prices live. Anything longer than that would typically increase the costs.

‍Now, let’s summarize the content of this article in an easy-to-follow and articulated way. This final chapter contains various tips that hopefully will help you make a weighted decision on a marketing package.

#1. Put business needs first

‍Only you know what your business really needs at a given moment in time. It’s a good idea to listen to what the agency’s consultants say and advise, but the final decision is always yours.

‍Whatever digital marketing packages you choose should directly address your business’s strategic and operational goals and align with your mission, vision, and values.

#2. Evaluate pricing and ROI potential

‍Looking at the cost alone is not a good business approach. Instead, you should evaluate the ROI (return on investment) potential of your purchase.

‍Ask your agency for the projected outcomes and performance metrics they can let you track. You should have a clear vision of the expected results compared to your investments.

‍Additionally, it’s always a good idea to compare relevant digital marketing packages across various competing agencies. It will allow you to choose the optimal one and get a better bargain.

‍Source: Hubspot

#3. Leverage technology and tools

‍Human competence alone is no longer enough in our data-driven economy. For smoother project execution and better outcomes, you need the support of relevant technologies and tools.

‍Examples of technologies for marketing campaigns are plentiful and consist of analytics platforms, marketing automation tools, tracking, data visualization, and reporting systems.

‍Analytics platforms:

• Google Analytics (GA4 as a free version and GA360 as a paid one)
• Heap
• Amplitude
• Adobe Analytics

‍Marketing automation tools:

• Marketo
• HubSpot
• Mailchimp
• Pardot

‍Tracking and reporting systems:

• Google Tag Manager
• SEMrush
• Hotjar
• Power BI

#4. Take advantage of communication and support

‍Whether you buy marketing packages for small businesses or large enterprises, they all must include proper communication and support.

‍By proper, we mean regular and transparent. At any given moment, you should be able to request and receive a progress report. Ideally, you also need to have access to all the vital metrics of your marketing project on the Internet.

‍Transparency is about honest and clear communication from the project team. Regular ad hoc or planned meetings to catch up and align actions are highly desirable.

#5. Negotiate about flexibility and customization options

‍As your business grows and evolves, you should be able to modify services in your marketing package. Request your agency upfront to provide you with enough customization and an option to add or remove specific services from the package.

‍Examples of digital marketing agency packages that don’t include customization and flexibility are not rare. Even though initially you may be utterly happy with your choice, there is no guarantee that in a month or two, the situation will not change, and you’ll require a change in your package.

#6. Look for opportunities to upskill your team

‍Hiring a digital marketing agency is a wonderful opportunity to upskill and retrain your team in the best marketing practices. Whether it’s just your immediate project team that is involved in collaboration with consultants or a broader group of employees, your business should gain the maximum out of this situation.

‍A small business marketing package may not include any training sessions. Nevertheless, if you took the previous tip about negotiating for flexibility and customization seriously, you’d be able to add team upskilling as an additional service.

#7. Familiarize yourself with contract terms and conditions

‍Last but not least comes your legal literacy and familiarity with your particular package’s terms and conditions. Contract conclusion is an indispensable part of all internet and website marketing packages.

‍So, just before your project launches, and you hold a kick-off meeting with the agency’s project team, ensure you understand the contract’s provisions.

‍Marketing agencies typically provide standard contracts that tend to favor their own interests. However, it’s unlikely they will reject your request to amend particular provisions you disagree with.

‍Source: Freepik

‍For what it’s worth, digital marketing packages are meant to help your business grow and succeed. They save time and money and provide you with the necessary expertise your in-house team might not possess.

‍When choosing your first marketing package, carefully evaluate the options and cross-check between competing internet agencies. As a rule of thumb, digital marketing pricing packages are often tailored to align with your business growth stage, company size, agency expertise, and campaign duration.

‍To minimize risks and maximize gains, starting small is highly advisable. Take a limited number of services in your first package, and then add more if you start getting positive results and your budget allows.