Two main approaches coexist in the market: marketing support through a monthly plan or via a prepaid hourly bank. Both models offer distinct advantages, and the right choice will depend largely on your business context, expectations and preferred way of working with a partner.
The monthly plan: for strategic, ongoing and results-driven partnerships
Definition
A monthly plan (also referred to as a "retainer" or "monthly package") is an agreement, fixed-term or ongoing, where an agency or consultant provides a set of services for a fixed monthly price. This model may include a certain number of hours, but it is primarily structured around deliverables, goals and ongoing collaboration.
Benefits
- Financial and operational predictability : A monthly plan allows you to know exactly what you’re paying each month, which simplifies financial planning. Beyond the budget, you also benefit from consistent support from your marketing partner: there’s rhythm, cadence and priority.
- Integrated strategic approach : Support under a monthly plan is not just executional. It often includes strategic planning, performance tracking, proactive recommendations and continuous adjustments. You're not just buying "time"—you’re building a business partnership.
- Smoother execution and prioritization : Projects are not handled on a one-off basis. There’s a clear execution order, structured phases and better workload distribution. The agency can also reserve time in their schedule specifically for your business.
- Stronger alignment with long-term goals : If your goals are ambitious, like organic growth, lead generation, brand awareness or conversions, a monthly plan allows you to develop a cohesive strategy over time with ongoing iteration and optimization.
- Added value in the client relationship : With a monthly plan, the agency has every reason to deliver maximum value, as the relationship is based on long-term satisfaction. This fosters trust, transparency and proactive collaboration.
Limitations
- Requires stronger mutual commitment: to fully benefit, you must also be engaged (regular communication, timely validation, strategic input).
- Can feel "too structured" for companies that prefer to work more spontaneously or with ad-hoc needs.
The hourly bank: for flexible, on-demand support
Definition
An hourly bank means purchasing a set number of hours upfront, which can be used as needed within a defined timeframe. Every task (meeting, execution, adjustments) is logged, and hours are used as needed.
Benefits
- High flexibility: You can use the hours at your own pace without monthly commitments. You control the amount of time spent each month and which tasks to prioritize.
- Adapted to occasional or unpredictable needs : This model is ideal if you have irregular or one-off needs like a campaign, a website update, a technical audit or temporary marketing support. No recurring frequency is expected.
- Well suited for small teams or experienced managers : If you already have a clear marketing vision and internal strategy, and simply need occasional execution or technical help, the hourly bank works well.
- Quick and easy to activate : No strategic kickoff or long planning sessions are required. You pay and then use the hours. There’s less admin and often fewer meetings.
Limitations
- Usually doesn’t include strategic planning or ongoing optimization.
- Tasks are often executed in isolation, lacking continuity.
- The client must initiate and coordinate all requests.
- Clients under hourly banks are often lower priority for agencies.
- Every task is time-tracked, which can reduce fluidity.
- Risk of service interruption if the hours run out and aren't renewed promptly.
- Less suited for complex or long-term campaigns.
- Can slow momentum if requests aren't well-structured or prioritized.
- Doesn't always foster brand consistency across initiatives.
- Limits opportunities for proactive insights or iterative improvements.
Who should choose which model?
Choosing between a monthly plan and an hourly bank isn’t just about budget or structure. It’s about mindset, marketing maturity and business vision. Here’s how to know which model fits your reality.
The monthly plan is for you if...
- You want to build a long-term relationship with a trusted partner.
- You're looking to structure your marketing around a clear strategy and measurable goals.
- You’re aiming for long-term results like organic growth, lead generation or sustainable visibility.
- You lack the time or internal expertise to lead this yourself.
- You value consistency in your marketing actions like SEO, Google Ads or content.
- You want a smooth relationship with clear priorities and little back-and-forth.
In short, the monthly plan is ideal for companies looking to level up, gain structure and make marketing a sustained growth lever.
The hourly bank is for you if...
- You have occasional needs like a campaign, a new visual, a website update or an audit.
- You already know what you want and are looking for execution support.
- You have an in-house team and only need temporary backup.
- You prefer to work on a pay-as-you-go basis based on urgency or seasonality.
- You operate with a tight or fluctuating budget.
- You want to keep full control over each request and how hours are spent.
In summary, the hourly bank is great if you're seeking a fast, flexible and low-commitment solution.
What if the right answer is... both?
In reality, business needs are rarely black or white. Many companies start with one model and evolve to the other. Others combine both depending on current projects or priorities.
Common hybrid scenarios
- You're on a monthly plan for your Google Ads and SEO, but use an hourly bank for one-off needs like website edits, CRM integrations or landing page designs.
- You start with an hourly bank to test the agency, then move to a monthly plan once trust is built.
- You’re on a light monthly plan but add hours during busy periods like a product launch or trade show.
- You're a seasonal business: you rely on hourly support most of the year, then activate a monthly plan during your peak season.
Conclusion
The best model is the one that adapts to your reality, not the one that locks you into a rigid box. What matters most is working with a partner who understands your challenges, knows how to adjust and collaborates with you, not just for you.
