As a copywriter and content marketer, I offer a range of services including marketing retainer packages. A business may only need a copywriter for on a project basis, which is great and something that I love as I love the variety in my client work. But there is enormous value in hiring a marketing professional on an ongoing basis. Here are eight of reasons why you should consider a marketing retainer.
It ends up being so much cheaper for you
As a service provider, I often prefer offering a retainer service as I thoroughly enjoy watching success. It’s a treasure to watch marketing activities unfold over time and I don’t have to learn a new business, business’s objectives, customer journey, strategy, target audience and so on every week. And I will reward the client for this by including hefty discounts on a package of work.
Long term potential
This copywriter will be more invested in your long term growth and success if you, the client, purchases a retainer package.
Knowing that you’re enthusiastic about using a copywriter’s services long term means they are very inclined to go the extra mile and research your business thoroughly. By really understanding your business goals and objectives the copywriter is beside you enthusiastic to invest in your ongoing success.
It’s particularly important because marketing is a marathon, definitely not a sprint. So, having someone run alongside you as you aim for the finish line, will greatly enhance your chances of success.
‘A company blog has more long-term ROI than traditional marketing efforts,’ Source.
The briefing process only has to be done once
They will learn a lot more about your business and you will save time, resources and money when briefing them. A typical briefing meeting can take approximately two to five hours, depending on your requirements and if we include the administration time of filling out a brief and getting a quote and approval of and so on. With a retainer, you only have to do this once and it’s taken care of until you decide to cease the services.
It’s like having a staff member, without the bad things
Hiring a freelancer means you get the benefit of a staff member without having to pay those ancillary costs such as taxes, equipment and furniture, super and entitlements and without the human resources component of onboarding, managing and ending the employment cycle.
‘There is nothing more important than the people we hire,’ Barry Davis, CEO, Crosstex Energy.
It’s a quick way to get an expert
Not only are you hiring someone with industry expertise but a professional will have other clients and skills that will easily be applied to your package. For example, if one of my clients has had a positive experience with helpful software that I know another client will greatly benefit from, there is nothing stopping me recommending it. There is so much transferrable knowledge that can be shared amongst clients.
It’s added peace of mind
You can rest easy knowing that each month your email marketing, content marketing, blogging, SEO or whatever marketing services you’ve designated to a marketing retainer, are getting taking care of without you having to micromanage or monitor their progress. You can almost forget about them until you see the results and that allows you to focus on your core role or other business operations.
The regular predictability of outcomes and marketing assets and activities achieved also add an extra layer of security to your organisation and knowing that someone is invested in helping your business succeed will quickly help you sleep better at night.
'The measure of success is happiness and peace of mind,' Bobby Davro.
Monitoring and measuring
Having someone onboard for longer than a single project sets up an opportunity for ongoing measurement and monitoring. This means there is potential for the service provider to optimise content or assets dependant on their previous performance, using analytics and other measurement tools. For example, if a certain type of content article is gaining a lot of traction and engagement (Google Analytics can tell you how many people are reading and clicking on the article) then the marketing consultant can use this information to plan your future content – they might choose to repurpose, link to or emulate that high performing content article.
Depending on the level of retainer package or prior agreement, there might be some flexibility in the service. Some months you may require a lot of public relations and media release help (say if you’re launching a new product or service) and other months you might be keen to focus on rewriting your website. This is a great fit for those businesses that have multiple projects or differing seasonal marketing needs throughout the year.
More action, less talk
By investing in a marketing retainer, you will be undeniably taking action- it’s a “doing” premise. No longer will you just be talking about it or hypothesising what would happen if you finally took the plunge to hire a marketing professional! Hitting that “go” button would ensure that it’s happening without you barely having to think about it. See the point above peace of mind.
'Action expresses priorities,' Mahatma Gandhi.
Are retainers for everyone?
No. If you don’t have the budget to commit to a marketing service every month or quarter or on an ongoing basis, then engaging in a marketing retainer is not for your business.
Likewise, if you are not clear on your long term vision (at least for twelve months) and what marketing activities you wish to engage in, then a marketing retainer is also not for you. If you are not organised enough to plan at least four weeks ahead you might be better off undertaking all your business’s marketing yourself or hiring a staff member.
How do you know what type of marketing retainer is right for you?
It will depend on two things: your goals and your budget. Identify your achievable business goals first and how much you can realistically commit to spending each retainer period. Aim to stick to your retainer packages for at least six to twelve months to see genuine, measurable results. Talk to your marketing consultant about what they can offer for your budget and what kind of flexibility they offer with their services offerings.
I offer a limited number of marketing retainers for the following services:
Contact me today to discuss your copywriting needs.