If you’ve ever looked into outsourcing your marketing, you’ve probably come across the term “marketing retainer”. It’s one of those phrases that gets used a lot but isn’t always clearly explained.
Put simply, marketing retainer packages are ongoing agreements between a business and a marketing agency. Instead of paying for one-off projects, you invest in consistent marketing support each month. For many companies, it’s the difference between reacting to problems and building steady, long-term growth.
At Fenti, we work with industries across the UK and beyond, and the retainer model is often the one that delivers the strongest results – mainly because it allows marketing to actually do what it’s meant to do: grow over time.
What is a marketing retainer?
A marketing retainer is a monthly, quarterly, or annual agreement where an agency provides ongoing marketing services tailored to your business. Rather than hiring someone for a single campaign or task, you’re effectively gaining an extended marketing team that understands your brand, your goals, and your audience.
It’s not about paying for “hours”. It’s about having consistent access to strategy, creativity, and support – without the cost or commitment of hiring in-house staff. Over time, this relationship allows your marketing to become more refined, more effective, and far more joined-up than one-off work ever could be.
How does a marketing retainer work?
Most digital marketing retainers start with a conversation about what you’re trying to achieve. From there, a monthly plan is built around your goals, whether that’s increasing enquiries, improving visibility online, or supporting a growing sales team.
Each month, work is delivered, reviewed, and refined. As your industry evolves, so does the marketing. This is one of the biggest advantages of a retainer – it isn’t fixed or rigid. It adapts as you do.
Because the agency is working with you long-term, they’re able to spot opportunities, refine messaging, and improve performance without having to start from scratch every time. It also enhances closer collaboration across teams, so every department is working towards the same goals.
What’s usually included in a marketing retainer?
This can vary depending on the business, but most marketing agency retainer packages include a mix of:
- Marketing strategy & planning
- Design services (branding, marketing collateral, pitch decks, etc.)
- Copywriting (blogs, web pages, emails, press releases)
- Social media management & content creation
- Paid ad management
- SEO support
- Website updates
- Reporting & performance tracking
- Ongoing advice and support
At Fenti, we tailor retainers to you – because a local service company doesn’t need the same approach as an eCommerce brand or national company.
Why do so many businesses choose a retainer?
One of the main reasons businesses move to a marketing retainer is continuity. Marketing works best when it’s done consistently, not in short bursts.
With a retainer, you’re not constantly rebriefing new suppliers or trying to pick up where you left off. Your marketing builds momentum, your messaging becomes clearer, and your results are easier to track and improve.
It also makes budgeting simpler. You know what you’re spending each month, and you know what you’re getting in return. For growing companies, that stability is often just as valuable as the marketing itself.
Common marketing retainer myths (Let’s clear these up)
“I’ll be locked into something I can’t get out of.”
Not true. Good agencies, like Fenti, offer flexible terms and regular reviews.
“Nothing happens month to month.”
At Fenti, we pride ourselves on delivering our agreed tasks on time – even if we don’t hear from you, we’ll continue working behind the scenes and roll out what’s included in your marketing retainer package to you on time – to an expert standard.
“It’s just paying for hours.”
A good retainer focuses on outcomes, not clock-watching.
“Retainers are strictly monthly”
Many agencies offer variations of retainers, including quarterly, upfront/annual, and rolling.
Is a marketing agency retainer right for you? Are there alternatives to a marketing retainer?
There are, and for some businesses they make sense. One-off projects, freelance support, or in-house marketing can all work depending on your situation. However, if you’re looking for steady growth, a clear strategy, and marketing that evolves alongside you, a digital marketing retainer is often the most effective option.
A retainer might be a good fit if:
- Your company is at a stage where consistent marketing matters, but managing it in-house isn’t ideal
- Growth is the goal, and having ongoing support would make that easier
- Strategy is just as important as delivery, not one without the other
- Having a trusted team that feels like part of the business would make life simpler
If that sounds like you, it might be time for a conversation.
Let’s talk
At Fenti, we offer flexible marketing retainers designed around you, your goals, and your budget. No swings and roundabouts – just practical marketing that delivers results.
If you’re curious about whether a marketing retainer is right for you, get in touch and let’s have a chat!
