What is a marketing retainer, and how should one work?
A marketing retainer is an agreement to pay a set monthly fee for an agreed amount of ongoing marketing work, instead of paying by the project or by the hour. A fair retainer spells out what gets done each month, how success is measured, how and when you get a report, how long the term is, how much notice either side must give, and that you own your accounts and the work.
How a retainer differs from other ways to pay
| What you pay for | Suits | |
|---|---|---|
| Retainer | Ongoing work each month | Work that never really ends, like staying visible in search |
| Project | One defined result, like a new website | Work with a clear finish line |
| Hourly | Time actually spent | Small or unpredictable tasks |
What a fair retainer spells out
In plain words: the work each month and what is not included, the few numbers you will both watch, how reporting works, the term and notice, and that your accounts and the work stay yours. The related answer on what a good SEO proposal includes gives the full checklist.
How one should work, month to month
A good retainer has a rhythm. You know what is planned for the month, the work gets done, and a report shows what changed and what is next. If the plan shifts, you hear why.
You should be able to ask what was done for your fee in any month and get a clear answer, not a list of vague activities.
Warning signs
Be wary of a vague scope, promises of a top spot or a fixed number of leads, accounts set up in the agency's name, a long term with no way out, and reports that never mention inquiries. The related answer on what SEO costs covers these in more detail.
Before you sign
Read the agreement in full and ask about anything unclear. Ask what happens on the day you leave: what you get back, how fast, and in what form. A fair agency answers that question easily. The related answer on switching agencies lists what to secure.
Related answers
- What should a good SEO proposal include?
- How much does SEO cost for a small business?
- How do you switch marketing agencies without losing your website or leads?
- What should a marketing report show a small business owner?
SEO for service businesses
Get found on Google by the people already looking for what you sell, in the places you serve, and see which searches turned into inquiries.