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A digital marketing agency proposal is the document every digital marketer needs to reinforce an idea to prospective clients. The idea is to reiterate and re-inform the potential client of the previously discussed idea in a bid to move forward with the plan. The proposal serves to get the prospect to notice you and engage directly with you. The engagement is based on the visibility of your brand profile, reputation, expertise, and effectiveness which are covered by the digital marketing agency proposal. These virtues will shine from the digital marketing agency proposal that you will create, telling your story.

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1. Get the Format Right

For many marketers, the proposal creation process is repetitive, given that they need to source more clients for their business. Thus, it's much better to create a template and then customize it to specific clients' needs. Working with a template allows you to prepare the digital marketing agency proposal much faster, and to deliver it just as quickly. If you prefer, you can easily download the proposal template from sites such as PandaDoc, where you will get a professional template for free. For beginners or people who are handling multiple tasks at the same time, templates allow you to get the format right from the word go – there is no need to keep on revising the document to make it fit market standards.

In general, the digital marketing agency structure follows the outlined format:

  • Introduction/executive summary
  • Initial creative work (if the request for proposal deemed it necessary)
  • Fees
  • ROI calculations (if possible)
  • Schedule
  • Caveats/Terms and conditions

You could prompt the client for the next steps if they weren't discussed before. Steps like suggesting a workshop or testing assumptions can work to create further channels of communication.

2. Discuss Goals and Challenges

Use the initial meetings or RFPs to determine the client's needs and marketing issues they are hiring you to solve. Without understanding the client's needs, your goals and objectives will be disconnected from ROI projections. The section thus outlines these goals, plans, challenges and the timelines as per the prior discussions with the prospective client.

There are questions you will address as you prepare the digital marketing agency proposal, and they include:

  • What are the client's revenue goals for that year?
  • What goals did the client have the previous year, and how were they achieved?
  • What metrics are used to measure progress and success?
  • If the previous year's goals were not achieved, what could be the reason?
  • Why is the client making these changes now?
  • What other priorities exist that may override the goals?
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These questions are necessary to address before the marketing proposal is presented to the potential client. Sometimes, some changes may include a new way of doing things or even overhaul of the digital marketing department. Some implementations may render some roles obsolete, and thus the client should have been prepared for such an eventuality through the prior meetings. No clause in the proposal should surprise the client.

3. Case Studies

You can also include a few case studies which showcase your ability to deliver the projected results. These case studies and testimonials can be from former clients who are satisfied with your work. Having case studies serves to reinforce your claim that you can deliver results using the strategies you have suggested.


You also need an "About us" section that will establish trust and chemistry in the client-partner relationship. This section should talk more of what the client should expect while working with you. Therefore, keep the information about awards and accolades to a minimum. For example, what are your values? Discuss how your culture is like, as well as the things you value as a service provider. They should look forward to working with you.