What Should a Digital Marketing Package Include?
Digital marketing packages can vary significantly between providers.
One package may focus mainly on SEO and Google Ads, while another may include social media, content creation, email marketing, website optimisation, analytics and ongoing strategy.
This can make packages difficult to compare based on price or package name alone.
The right digital marketing package depends on your business objectives, customers, competition, existing marketing, website, available budget and which channels are most relevant to your goals.
Understanding what a digital marketing package may include can make it easier to compare providers and determine whether the proposed service actually matches your requirements.
If you are comparing broader service options, you can also explore our Digital Marketing Services page.
What Is a Digital Marketing Package?
A digital marketing package is a collection of online marketing services provided together under one agreement or pricing structure.
Depending on the provider, a package may include:
- Digital marketing strategy
- SEO
- Google Ads
- Social media management
- Social media advertising
- Content marketing
- Email marketing
- Website optimisation
- Landing pages
- Conversion tracking
- Analytics
- Reporting
- Marketing automation
- Ongoing consultation
Some packages focus on only one or two channels.
Others provide broader multi-channel marketing support.
There is no universal definition of what a digital marketing package must include.
The actual scope should therefore be reviewed carefully before comparing prices.
What Should a Digital Marketing Package Include?
A well-structured digital marketing package should clearly explain:
- Which services are included
- What work will be completed
- How frequently work will occur
- Who will complete the work
- What the client must provide
- How performance will be measured
- What additional costs may apply
The following are some of the services commonly found within digital marketing packages.
Digital Marketing Strategy
Strategy can help connect individual marketing activities with broader business goals.
A provider may review:
- Business objectives
- Target customers
- Products or services
- Competitors
- Existing website
- Current marketing channels
- Customer journey
- Advertising budget
- Geographic market
- Conversion process
- Previous campaign results
The strategy may then determine:
- Which channels to use
- Which services to prioritise
- How budgets should be allocated
- What content is required
- Which audiences should be targeted
- How performance will be measured
This can be particularly useful when several digital marketing channels are being used together.
SEO
Search engine optimisation may form part of a digital marketing package.
SEO can include:
- Keyword research
- Technical SEO
- On-page optimisation
- Content optimisation
- New content
- Internal linking
- Local SEO
- Link building
- Competitor analysis
- Reporting
The amount of SEO work should be clearly defined.
For example, ask:
- How many pages will be optimised?
- How much content is included?
- Is technical SEO included?
- Is link building included?
- How frequently is work completed?
A package that simply lists “SEO” without explaining the deliverables can be difficult to compare.
Google Ads Management
Google Ads may be included as part of a broader digital marketing service.
Management can involve:
- Campaign strategy
- Keyword research
- Campaign setup
- Ad creation
- Negative keywords
- Search-term reviews
- Conversion tracking
- Bid management
- Budget management
- Ongoing optimisation
- Reporting
The actual advertising budget paid to Google is commonly separate from the provider’s management fee.
Make sure the package clearly distinguishes between:
Google Ads management
and
Google advertising spend.
Social Media Management
Social media management can involve:
- Strategy
- Content planning
- Copywriting
- Graphic design
- Scheduling
- Publishing
- Community management
- Analytics
- Reporting
The package should specify:
- Which platforms are included
- Number of posts
- Content formats
- Whether graphics are included
- Whether video is included
- Whether community management is included
Managing one social platform is very different from managing several platforms with regular content.
Social Media Advertising
Paid social advertising may also form part of the package.
This can include campaign management across platforms such as:
- TikTok
- YouTube
Services may involve:
- Audience research
- Campaign setup
- Creative
- Copywriting
- Retargeting
- Conversion tracking
- Budget management
- Testing
- Optimisation
- Reporting
Again, advertising spend may be separate from the management fee.
Ask exactly what is included.
Content Marketing
Content marketing may support several digital channels simultaneously.
Content can include:
- Blog posts
- Website pages
- Guides
- FAQs
- Case studies
- Articles
- Landing pages
- Social media content
- Email content
- Video
- Infographics
A package should ideally explain how much content will be produced.
For example:
- Number of blog posts per month
- Number of service pages
- Number of social posts
- Number of email campaigns
- Number of videos
Without clear quantities, the term “content marketing” can mean very different things between providers.
Website Content
Some digital marketing packages include improvements to existing website copy.
This can involve:
- Homepage content
- Service pages
- Product pages
- Calls to action
- FAQs
- Landing pages
- About pages
- Conversion-focused content
Website content may support SEO, advertising and conversion optimisation.
Ask whether copywriting is included or whether the business is expected to supply the content.
Email Marketing
Email marketing may also be included.
This could involve:
- Email strategy
- Newsletter creation
- Promotional campaigns
- Email copywriting
- Template design
- List segmentation
- Automated sequences
- Performance reporting
The package should clarify:
- Number of emails
- Frequency
- Design
- Copywriting
- Automation
- Software costs
Email platform fees may also be separate.
Marketing Automation
Some businesses may require more advanced automation.
This can include:
- Automated email sequences
- Lead nurturing
- CRM workflows
- Customer segmentation
- Follow-up campaigns
- Abandoned-cart emails
- Lead scoring
Marketing automation may require:
- Strategy
- Technical setup
- Software
- Copywriting
- Testing
- Ongoing management
It may therefore be offered as a separate service rather than included in a basic package.
Website Optimisation
A digital marketing provider may also recommend improvements to the website.
This can include:
- Page structure
- Calls to action
- Contact forms
- Mobile usability
- Landing pages
- Navigation
- Page speed
- Conversion paths
Some packages include minor website changes.
Others require a separate web development agreement.
The provider should explain who is responsible for implementing website changes.
Landing Pages
Landing pages may be used to support:
- Google Ads
- Social advertising
- Email campaigns
- Lead-generation campaigns
- Product launches
- Promotions
Landing-page work may include:
- Copywriting
- Design
- Development
- Forms
- Conversion tracking
- Mobile optimisation
- Testing
Ask how many landing pages are included and whether additional pages are charged separately.
Conversion Rate Optimisation
Conversion rate optimisation focuses on helping more website visitors complete useful actions.
These actions may include:
- Quote requests
- Enquiries
- Calls
- Purchases
- Bookings
- Sign-ups
Work may involve reviewing:
- Calls to action
- Forms
- Landing pages
- Navigation
- Trust signals
- Content
- Mobile usability
- Page layout
Not every digital marketing package includes formal conversion optimisation.
Check whether it is part of the service.
Analytics
Analytics can help businesses understand what visitors do across their digital channels.
A package may include:
- Google Analytics setup
- Traffic analysis
- Channel performance
- Conversion measurement
- Landing-page performance
- Campaign tracking
Analytics can help answer questions such as:
- Where does website traffic come from?
- Which campaigns generate enquiries?
- Which pages perform well?
- Which channels generate conversions?
Make sure the business retains access to its analytics accounts.
Conversion Tracking
Conversion tracking is particularly important for paid advertising and lead-generation campaigns.
Conversions may include:
- Contact forms
- Phone calls
- Quote requests
- Purchases
- Bookings
- Downloads
- Registrations
Tracking may involve:
- Google Ads
- Google Analytics
- Google Tag Manager
- Meta Pixel
- Other advertising-platform tracking
- Call tracking
Complex tracking may require additional technical work.
Ask whether setup and troubleshooting are included.
Reporting
Most ongoing digital marketing packages include reporting.
Reports may cover:
- Website traffic
- Organic search
- Google Ads
- Social media
- Advertising spend
- Leads
- Conversions
- Sales
- Email performance
- Content activity
- Campaign changes
The report should ideally explain:
- What happened
- What work was completed
- What results were observed
- What will be prioritised next
A large automated report is not necessarily more useful than a concise report with meaningful analysis.
Strategy Meetings
Some packages include regular meetings.
These may occur:
- Monthly
- Fortnightly
- Quarterly
- As required
Meetings may cover:
- Campaign performance
- Upcoming promotions
- Business changes
- New services
- Budget
- Content
- Future strategy
Businesses requiring frequent collaboration may need a more involved service.
Account Management
Larger agencies may provide a dedicated account manager.
The account manager may:
- Coordinate specialists
- Communicate with the client
- Organise meetings
- Discuss reports
- Manage approvals
- Coordinate campaigns
Smaller providers or consultants may communicate directly with the person completing the marketing work.
Neither structure is automatically better.
Ask who your main contact will be.
Graphic Design
Digital marketing often requires visual content.
Graphic design may include:
- Social media graphics
- Ad creative
- Email graphics
- Website graphics
- Infographics
- Promotional graphics
Ask whether design is included and how much is provided.
Some packages may include basic template-based design while custom creative attracts additional charges.
Photography and Video
Photography and video may be required for:
- Social media
- Advertising
- Websites
- Product marketing
- Testimonials
- Brand content
Production can include:
- Planning
- Filming
- Photography
- Editing
- Subtitles
- Graphics
- Revisions
These services may be outside a standard digital marketing package.
Clarify whether they are included.
Competitor Research
A provider may also review competitor activity.
This can help identify:
- Search competitors
- Advertising approaches
- Content
- Social activity
- Offers
- Website positioning
- Market opportunities
Competitor research should provide context rather than simply encouraging businesses to copy competitors.
Keyword Research
Keyword research may support:
- SEO
- Google Ads
- Content
- Landing pages
Research can consider:
- Search volume
- Competition
- Search intent
- Commercial intent
- Long-tail searches
- Questions
- Location-based searches
The amount of research required may depend on the number of services or products being marketed.
Local Digital Marketing
Businesses targeting customers in specific areas may require local marketing.
This can include:
- Local SEO
- Google Business Profile
- Local content
- Location pages
- Geographic advertising
- Local social campaigns
A business operating nationally may require a different strategy.
The package should reflect the actual geographic market.
Ecommerce Marketing
Ecommerce packages may contain additional services.
These can include:
- Shopping campaigns
- Performance Max
- Product feeds
- Merchant Center
- Ecommerce SEO
- Product content
- Email automation
- Retargeting
- Conversion tracking
- Revenue reporting
Larger product catalogues can increase management complexity.
What Should Be Clearly Defined in a Digital Marketing Package?
Before agreeing to a package, make sure the scope clearly explains:
- Services included
- Platforms included
- Number of campaigns
- Number of posts
- Content quantities
- SEO work
- Advertising management
- Advertising spend
- Website work
- Landing pages
- Tracking
- Reporting
- Meetings
- Revision limits
- Provider responsibilities
- Client responsibilities
- Monthly fee
- Setup fees
- Software costs
- Additional charges
- Contract length
- Cancellation terms
Clear scope makes it much easier to compare packages properly.
Digital Marketing Package vs Individual Services
Businesses do not always need to purchase a large package.
It may be more appropriate to use only one or two services initially.
For example:
- SEO only
- Google Ads only
- Social media only
- Website plus SEO
- Google Ads plus landing pages
A broader package may be appropriate when several channels need to work together.
The right approach depends on the business.
Should Every Business Use Every Digital Marketing Channel?
No.
Using more channels does not automatically produce better marketing.
A business should consider:
- Target customers
- Search behaviour
- Buying process
- Budget
- Internal resources
- Customer value
- Marketing objectives
A business whose customers primarily search Google may prioritise SEO and Google Ads.
Another business may rely more heavily on social media.
A B2B company may focus on search, LinkedIn and email.
Channel selection should be based on customer behaviour rather than simply including every possible service.
How Much Work Should a Digital Marketing Package Include?
There is no universal amount.
A small local business may require relatively modest ongoing activity.
A larger business may need:
- Several campaigns
- Multiple channels
- Frequent content
- Advertising
- Detailed reporting
- Ongoing strategy
The package should be scaled according to the actual requirements.
More activity does not automatically mean better marketing.
What Should You Compare Between Digital Marketing Providers?
Ask each provider:
- Which services are included?
- How much work is included?
- Who will complete the work?
- Who will be my main contact?
- Is content included?
- Is design included?
- Is video included?
- Is advertising management included?
- Is advertising spend separate?
- Is SEO included?
- Is website work included?
- Is tracking included?
- What reporting will I receive?
- How often will we meet?
- Are there additional fees?
- Is there a minimum contract?
- Who owns the accounts?
- Who owns the content?
These questions can make it easier to compare providers on a like-for-like basis.
Be Careful With Digital Marketing Guarantees
Marketing providers cannot control every factor affecting business results.
Performance can depend on:
- Competition
- Customer demand
- Pricing
- Products or services
- Website quality
- Sales process
- Reputation
- Advertising budgets
- Search behaviour
- External market conditions
Be cautious of packages promising guaranteed:
- Rankings
- Leads
- Sales
- Revenue
- Followers
- Advertising returns
A more useful discussion focuses on the work being proposed, why it is relevant and how performance will be measured.
How To Choose a Digital Marketing Package
Start with your business objectives.
Consider:
- What do you want marketing to achieve?
- Who are your target customers?
- Which channels are most relevant?
- Which services are priorities?
- What marketing already exists?
- What content is available?
- Does the website need improvement?
- What advertising budget is available?
- How will conversions be measured?
- What monthly budget can be sustained?
Then compare providers based on how well their proposed package addresses those requirements.
For more context on cost, see What Affects Digital Marketing Pricing?.
Compare Digital Marketing Packages Before Choosing a Provider
Digital marketing packages can make services easier to understand, but the package name is much less important than the actual work included.
Look closely at:
- Strategy
- SEO
- Advertising
- Social media
- Content
- Website support
- Tracking
- Reporting
- Communication
- Fees
- Additional costs
- Contract terms
Most importantly, make sure the package reflects what your business actually needs rather than simply selecting the option with the longest list of services.
Compare Digital Services helps Australian businesses explore professional digital marketing providers and request quotes based on their project requirements.
COMPARE DIGITAL MARKETING SERVICES & GET FREE QUOTES
Frequently Asked Questions About Digital Marketing Packages
What Is Usually Included in a Digital Marketing Package?
Packages may include strategy, SEO, Google Ads, social media, content, email marketing, analytics, conversion tracking and reporting. The exact scope varies between providers.
Does a Digital Marketing Package Include Advertising Spend?
Not necessarily. Advertising spend paid to Google, Meta or other platforms is often separate from the provider’s management fee.
Does Digital Marketing Include SEO?
Some digital marketing packages include SEO while others offer it separately. Check the scope carefully.
Does Digital Marketing Include Social Media?
It can. Packages may include social media strategy, content creation, publishing, community management or paid advertising.
Is Website Design Included in Digital Marketing?
Sometimes, but often website design and development are separate services. Smaller website improvements or landing pages may be included within certain packages.
Does a Digital Marketing Package Include Content?
Many packages include some form of content creation, but the type and quantity can vary significantly.
Should a Small Business Buy a Full Digital Marketing Package?
Not necessarily. Small businesses may benefit from prioritising the channels most relevant to their customers and objectives rather than purchasing every available marketing service.
How Do I Compare Digital Marketing Packages?
Compare the actual services, amount of work, content, advertising, tracking, reporting, communication, pricing, additional costs and contract terms rather than package names alone.
