Digital Marketing Proposal Template

A digital marketing proposal template is far from a pitch. The former is part of a wider pitch process that comes in handy when sorting out prospective clients. 

Proposals are competitive, clients request proposals when there are numerous digital marketing agencies they wish to engage and choose one that aligns with their goals. Hence why digital marketers/consultants strive to create digital marketing proposal PDFs that help them land the client. 

The proposal is supposed to elicit engagement from the client by proving how well your expertise and effectiveness will help their brand. The proposal contains the marketers brand profile and reputation.  

The digital marketing campaign proposal template is the perfect checklist to a great proposal. The template covers aspects that auger well with clients. Furthermore, proposal template can be adjusted to suit specific client needs.

A proposal allows the receiver (client) to learn about the services and workings offered by digital marketing agency or a freelance marketer. The proposal contains information and pricing based on customized marketing solutions.

The digital marketing proposal template is created to help in pitching for digital marketing work. 

1. What makes a digital marketing proposal template grand? 

A great proposal should concentrate of five areas. These parts will convince the client why they need to engage your services. Below, we break down the parts: 

1.1. Using scorecards for your digital marketing proposal

Before committing to a contractual agreement, the digital marketer should request for a scorecard from the client. Once received, the marketer should take ample time to assess the criteria in the scorecard and deliver relevant information as required through the digital marketing proposal PDF.

The scorecard should elaborate what digital sector deems desirable, essential or mandatory. If there’s a conflict or barrier, the marketer should have a candid conversation with the client for clarification. 

To clear the air, the marketer can either decline the project or tailor their response to cover any gaps that may have led to the conflict. 

1.2. Attain insight using the marketing proposal

The proposal should focus on attaining insights into the client’s outstanding issues. Did an earlier scheduled meeting reveal what the client’s business problems are? Is the knowledge meted out enough to help the marketer deliver tailored solutions? 

If not, the marketer should request to be aided with more information. Once ample information is passed, the digital marketer should focus on gaining insights on the clients that will be receiving the digital marketing proposal PDF. 

While creating the proposal, it’s important that the marketer has an idea of how the client visualizes the scope of the services to be rendered. In some firms, the individual that gave the client brief isn’t necessary the one who will be calling the shots to hire the marketer. 

Getting the right person is paramount, it becomes easier to create a proposal that speaks to them personally. The proposal should focus on certain aspects of solutions that will speak to the client’s needs. 

The digital marketer is tasked with finding out whether there’s more than one decision marker in different parts of the business. Clarity on which role each decision maker takes and what solutions they would like to be met will be a huge advantage to getting a proposal sail through.  

1.3. Structure of the marketing proposal template

Digital marketers should breakdown proposals as shown below, unless in instances where clients request to be provided with specific content order only then you should tailor it to their specification. 

Introduction: This bit introduces the digital marketing agency. It can feature a single page summary containing an infographic on services to be rendered, resources, testimonials and awards if any. 

The scope of work withing the digital marketing proposal PDF should encompass proposed services, said services should be based on initial client/business discovery. This section details how the services offered will make a difference in the client’s business for the better. The scope of work should cover the following aspects: 

• Initial creative work 
• Pricing 
• Return on Investment 
• Calculations 
• Timings or Schedule 

Caveats and terms and Conditions: To sell the project, the digital marketer could prompt the potential client (through the proposal) by suggesting a workshop to test any assumptions that the marketer has made after holding brief with the client.  

Appendix: Should carry an “About Us” part that details mandatory information that the client requested. If applicable, the digital marker should detail initial discover work. It pays to include necessary case study summaries that illustrate part of the proposal and will build the client confidence in you. 

2. Pricing formula in your digital marketing proposal template

This is the part that you introduce the client to a pricing formula covering the services you provide. The services provided should be specific to the client’s needs and demands based on prior meetings.

Include statements such as “for any questions, queries or comments, feel free to add them into the proposal.” A notification will be sent and responded to expeditiously.

If the prices captured in this proposal are ideal and meet the company’s expectations, append a signature at the end of the proposal and once received services will be meted out with immediate effect.

3. Questions and queries posed to clients through a marketing proposal template

Before crafting digital marketing proposal PDFs, digital marketers are requested to hold either a one-on-one meeting or virtual meeting with clients to ask important questions and queries. Critical questions that need to be asked are highlighted below:

1. How soon are results expected?
2. How well are current digital strategies functioning?
3. What does the web traffic turned clientele path look like?
4. How involved in the project will the client be?
5. What solutions are you after short/long term?
6. Are there any data surveys undertaken?
7. Are there existing case study customer personas?

4. Side note in a digital marketing proposal PDF

There are moments that you may be receiving an overwhelming amount of proposals. To make the proposal outstanding, the digital marketer should include; defined sections, contents page, branded headers and footers and logical headings. The submissions should be simple, digestible and should show a clear structure. 

Many marketers start off with fantastic digital marketing campaign proposal templates which morph when different departmental heads within a client’s firm view the proposal and proceed to add/remove sections and change layouts. 

Not to be bamboozled by the various staff, the marketer should stomp their foot and present a single well-structured template that will work best for the firm. 

The digital marketer should relegate the long hand mandatory information about themselves at the back page of the proposal. The first few pages should concentrate on how the client’s business will benefit from services rendered. 

5. Digital marketing proposal template mandatory info 

Follow the letter provided by the client’s representative and provide all the trading, the team, legal and operational information that the client requested for. Failure to do this will see the marketer lose points or be disqualified! 

The marketer should create a checklist after getting a letter of approval to tender the proposal. To make things easier, the marketer should be in a position to provide specific information necessary for landing the client in the final proposal. 

5.1. Executive summary

‍After the marketer creates the document, the next step is write a compelling an executive summary with several proposals. The idea is to create a proposal that’s not only compelling but one that captivates the client due to its simplicity. 

5.2. Describing the process

‍The whole point for rendering digital marketing services is about the results the client achieves and not necessarily the unique way the marketer delivers services. 

Plenty of proposals and services remain the same since they work and clients have gone through a plethora of digital marketing proposal PDFs before settling. A summarized proposal with a few pages and with a flow chart and if necessary infographics will be a better proposal. 

5.3. Discovery and due diligence

This part proves to the client that the marketer understands the brief and the scope of challenges detailed. The marketer should note down insights gained to date and how they will be arrived at. 

Including this information demonstrates how the marketer is committed to the proposed project and will likely consider hiring the marketing agency. 

As obvious as it sounds, it’s important that a marketer doesn’t create the entire strategy before being offered the work. It makes zero sense for either party to come up with a final strategy without having had successful client sessions. 

5.4. Value proposition

‍The digital marketer should use this section to clarify how working as a partner to the client will be beneficial. The section describes the agency’s value proposition and why the marketer’s services are unique from the competition.  

The marketer at this juncture should go through the proposal to find out whether the proposition is defined clearly in a simple and compelling language. Each sector should clearly spell out the benefits the client will achieve. 

For marketers that have built the agency around a co-creation model it’s important that they explain the cost to market benefits that will be achieved when the client adopts the model. 

The marketer should take time off to allow the proposition to breathe within the document and detail each short case studies/testimonials and quotes on separate pages. 

5.5. Presentation

As the adage goes “first impression is the only impression”, a thoroughly researched solution loses credibility if the marketer does a horrible job explaining it, the language should be simple and error free. 

In the case of an agency, experts in the copywriting, designers and marketing agencies should come together to craft specific key sections and check everything off for quality purposes. The designer’s department can spruce up the proposal template to make the key points pop! 

5.6. Small scale proposal projects

Using an already experimented and proven structure that is tweaked to work for a small scale project is advised. Below are elements guaranteed to keep the client interested if incorporated in the proposal;  

5.7. Service challenge

This segment identifies the client’s business needs and details them.

5.8. Probable solutions

This segment paints a picture of how the business will appear after problem solving. Services such as marketing, PPC, Content creation and web design should be explained.

5.9. Investment

Articulates the amount it will take for every solution to take effect.

5.10. Next steps

Encourage the client to respond by giving them a simplified but tailored proposal.

When the project at hand requires comprehensive solutions, the proposal should cover more elaborate procedures. The solutions are long-term based and have more services covered thus needing a well detailed proposal covering specific deliverables and timeframes.

Written digital marketing campaign proposal template aside, the marketer should try to present the proposal in person if logistics allow. 

5.11. Proposal tech platforms

There are numerous technological platforms that are ideal for producing the perfect proposal. Some of these platforms have mixed functionality, there are some that weigh more towards estimate quote creation and others which integrate billing platforms and CRM.  

6. The importance of digital marketing proposal templates

As tedious as it is, writing proposals is necessary for a freelancer that want to land paying clients.

When done properly, proposals are quite the persuasive tools. A proposal not only stands out, but convinces the client why the Digital Marketing freelancer is the best to handle the project. The digital marketing proposal template splits into two parts namely:

6.1. Logistical information

Captures the services provided such as: SEO, web Design, Social Media Management, Marketing, pricing, targeted milestones and the appropriate timelines.

6.2. Persuasive elements

Ways in which the freelancer will provide tangible marketing benefits to the client. These elements encompass: Markerter’s experience, best audience targeting strategies, the channels to be used and the times content and campaigns will be used.

Logistics is a key piece of the digital marketing puzzle and one that should be emphasized upon. However, persuasive elements shouldn’t be overlooked as they play a role in impressing the client.

7. How to draft a marketing proposal template

Being a freelancer means you get to work on a variety of jobs with a multitude of clients. That’s exciting stuff! But to do that, you have to find those clients and convince them to use your services, which is often done with proposals.

If your gig is marketing, you have to be extra sure your marketing proposals are top-notch. Think of it this way - you’re marketing yourself to a client who is looking for someone to handle marketing. So they’re likely looking at your proposal as somewhat of a sample of your work.

And while every proposal will vary depending on the client and the project, there are standard components to every marketing proposal. That means having a marketing proposal template can save you time and hassle.

When you’re putting together a proposal, it’s hard to know exactly what to include. A marketing proposal can include so many different components, depending on your expertise and the client’s needs.

So having access to a marketing proposal sample makes life much easier when you’re ready to put material together for a prospective client. Whether you want to create your own or use a service that can create one for you, let’s look at things to think about when building a marketing proposal sample.

A marketing proposal is a specific type of pitch document. It describes, in a highly-detailed manner, what you will do to help your prospective client overcome a particular marketing challenge.

The purpose of the proposal is to convince your prospect that you are the freelancer or consultant most capable of delivering an effective marketing campaign. And while you should tailor each document to the needs of an individual client, there are a few things that every successful marketing proposal should include.

So let’s look at the key sections in a marketing proposal template. 

7.1. Open the digital marketing proposal template with focus on the client

Create a section in your marketing proposal template where you will insert the client’s business information, such as address, email address, and relevant contacts or stakeholder names. 

Then be sure to focus on the client in your opening section.

For instance, this initial section can include an outline of the client’s problem that you’ll solve, work that will be done, or goals of the project. As you complete your template for a specific project, you’ll want to do research on the organization so you understand their business and what they’ll need from you.

This client-focused section will be adapted for every job, but put a reminder to yourself to focus on the needs of your client or stakeholder. Your marketing proposal has to focus on their goals, and not open with a diatribe on your expertise. Key in on the client’s return on investment and what they’ll gain by working with you.

7.2. Define the project scope in your marketing proposal

Next up will be a section devoted to the actual project, also known as a Statement of Work. This is where you will provide detail on how you’ll solve the client’s problem or issue. In here, you may have to include project timelines, so having some type of calendar in the template can be handy. 

It’s also helpful to have written explanations of some of the work you do, and have them ready in the template for insertion in a project scope.

For instance, if you regularly do social media marketing for clients, have a succinct explanation of what this involves, as that may be part of a marketing proposal. Or, perhaps you do LinkedIn advertising campaigns on a regular basis. 

By having outlines of your previous successful marketing work, you can easily insert them into a Statement of Work as you build your client’s campaign. 

7.3. Build a section for costs in your digital marketing proposal PDF

This will obviously be different for each proposal, but having information on your costing model built into the template will save you time down the road.

Perhaps you work on an hourly basis, so you can have a spreadsheet ready with an hourly rate built into a formula.  

While the costing section is sometimes the most difficult, it’s also one of the most important. So any background information that can be included in the template will help save time down the road.

7.4. Add milestones and payment schedules to the marketing proposal PDF

This section will be devoted to details about when you will complete each part of the project, and when your payment will be forthcoming.

For instance, a marketing campaign that has several different components may be accomplished over a matter of months. But along the way, you will deliver specific work to the client, and be paid for that work.

So build a section in your marketing proposal template that has a spreadsheet or calendar into which you can add project timelines, milestones and payment schedules. That can be as simple as a grid outline, or as complex as an Excel spreadsheet. Or, include a few, so you can choose depending on the work.

7.5. Showcase your team in the digital marketing proposal template

If you manage an agency, you may have different members of your team that work on different projects. Each person should have a bio, including relevant work experience, time with your agency, and any other information that would be important to a client.

Each of these bios can be added into the marketing proposal template, and you can simply delete anyone who won’t be part of the project once it comes time to write a proposal. Then, add what role each person will be playing in the project scope.

If you work alone, make sure you keep your bio information up to date. This should be done on a regular basis, so your template is always relevant. You can always add project-specific information if needed.

7.6. Include a portfolio in your marketing proposal template

While the marketing proposal template will be focused on the client and their needs, you also have to be sure to include relevant examples of your work. The prospective client may be looking at multiple potential marketing freelancers or agencies, so yours has to stand out from the crowd.

In your template, you can add a body of work that showcases your best projects, and then depending on the job, you can delete those that aren’t relevant. This way, you won’t have to spend a bunch of time adding samples every time you do a marketing proposal.

For instance, you could include links to online videos you have done, and write explanatory paragraphs for each one. Then, when it comes time to create a proposal for a specific client, you can delete any you don’t need, and your portfolio can be built in no time.

7.7.  Add references to the marketing proposal template

Hopefully you have some happy former clients who have agreed to serve as references. If not, consider adding a request to your proposal, whereby you ask clients to serve as references upon successful completion of the project.

You can also ask for client testimonials, and include these in this section. Add a brief explanation on what work you did for the client and why it was successful. 

Once again, add everything into the template, and then you can always take out what you don’t need. You won’t have to spend time adding everything in when you’re under a time constraint to build your proposal.

7.8. Insert any relevant terms in your marketing proposal template

Perhaps you have certain terms that are part of any contract, such as late payment conditions, intellectual rights and more. Add all of those into your marketing proposal template so that you don’t have to spend time for each job you seek to win.

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7.9. Do as much as possible in advance of drafting the marketing proposal

Every marketing proposal is different, based on your experience and your discussions with the client about their needs.

But there are many things that can stay the same from proposal to proposal, so it’s a good idea to do the work in advance to have material ready when it’s time to make a pitch.

In that regard, you can have a marketing proposal sample for each of the lines of work you do. For instance, perhaps you are an expert at social media marketing campaigns and at developing LinkedIn advertising drives.

You can have a marketing proposal sample developed for each area of your relevant work experience, and then pick and choose depending on what the client is asking for from a marketing expert.

7.10. Develop a client-focused section for your digital marketing proposal template

The heart of a good proposal is a description of the client’s needs and what you can do to help them. By focusing on the client first, you’ll establish a solid foundation for any type of marketing proposal.

Think of the description in terms of the client’s problem, and how you can solve it, or how you can make their business even better than its current state.

Any client in any type of business will appreciate you making them the core of your proposal.

In your sample, you may want to build a template that includes a section for a description of their business, what products or services they sell, who their competitors are, and more. Having sections ready in your marketing proposal sample will stimulate your thinking when it comes time to modify it to build a proposal for a prospective client.

7.11. Describe your role using the marketing proposal template

This section can include how you will be a key part of solving the client’s problem and meeting their needs as an expert marketer. Detail what you will do for them, how you will communicate with them, how you will update them, and more.

A good marketer will not promise instant success, because it’s just not attainable. Instead, consider suggesting an ongoing role for you as a key part of the client’s team.

In a collaborative role, you can be available to the client on a retainer basis, or for an extended period of time. You’re almost a part-time employee, working regularly with the client, while maintaining your freelancer business and the ability to work with other clients.

Or, perhaps your role is more about consulting, explaining to the client how they can manage their own marketing, and then training them before you move on to the next proposal and the next client. Or, you may be more of an advisor, building a strategy that the client and their internal team then executes.

You can create a marketing proposal sample that describes each of those roles for different clients.

7.12. Outline your expertise in the marketing proposal template PDF

A key section of your marketing proposal sample will be focused on your expertise, including education, any designations or certifications, and your experience. 

That can include time you spent working for an organization, your time running your freelance business, and any professional development you have continued to do to keep your skills sharp.

You can also include some relevant examples of work you’ve done in the past, including any references or client testimonials, or a portfolio of your work if you have one. Examples include a link to a portfolio website, or an outline of a successful campaign that you managed for a client.

7.13. Provide goals, targets and measures of success in any marketing proposal

It’s important for clients to know what you’re aiming to achieve, and how you will share that success with them. That means establishing goals or targets, and outlining how you measure progress towards those targets.

Include short and long-term goals, and be sure to explain why it might take time for your campaign to display success.

Here’s a quick example that can be included in your marketing proposal sample. Let’s say you build a social media campaign, and one of the measures is brand awareness. Possible targets can be established for number of followers, number of shares or re-tweets, and more.

You want the client to understand what success looks like, and how you will let them know that you’re achieving it.

7.14. Add client-specific material to the digital marketing proposal

Once you have a marketing proposal sample ready, you can build proposals for any client that’s seeking marketing expertise.

You’ll have the relevant sections already built, and you can choose what needs to be added based on discussions with the client and any request for proposal material that they’ve provided to you. 

Then, do some research on the client’s business, their competitors, and their market, so that you can include that information in your proposal. While you have a great marketing proposal sample built, you want the client to know you know their business, their pain points, and what you can do to develop an excellent marketing strategy for their company.

7.15. Leave a section for pricing in the marketing proposal

While you can’t build a specific price or cost model until you’re writing an actual proposal, you can have a section in your marketing proposal sample that includes relevant pricing material.

Perhaps that’s your hourly rate, cost per campaign, information like ad prices and more. Once you have that background material developed, it’s easy to modify when you create a specific proposal.

7.16. Marketing proposal example - what to include?

At a minimum, your marketing proposal should include the following: 

1. The Project Statement 
2. Your Solution 
3. The Investment 
4. Key Milestones 
5. Case Studies
6. Contract / Agreement

7.17. Marketing proposal example outline

Here's an example structure that your proposal should follow if you want to win that dream job:

7.17.1. The project statement

This first section is designed to set the context of the proposal. It’s your opportunity to connect with the reader — and to demonstrate that you have the skills and know-how to deliver a winning marketing campaign. 

Often called the “executive summary”, your project statement should do more than simply summarize the contents of the proposal. It’s the first thing your client will read (if they don’t skip straight to the investment section), and so it’s your first chance to sell yourself and your services.

To do this, include:

• A brief introduction to you, profiling your expertise and experience. Try to connect this with the task at hand, so as to better position yourself as the solution.
• A preview of the contents of the proposal.
• Include social proof to verify that you know what you’re doing - “I’ve completed similar projects for CLIENT NAME, which yielded POSITIVE RESULTS.”
• Your first call to action, with contact details.
  

7.17.2. Your solution

You’ve set the context for your client, now’s your chance to bowl them over with your solution. And the best way of structuring this is to break it down into three subsections:

• The problem: First, you must outline your understanding of the marketing challenge you’ve been asked to solve.
• The solution: Next, you need to plan out how you’re going to solve it. Be as detailed as possible, and include targets and estimated results where feasible.
• Scope of work: Finally, explain how you’re going to achieve your solution. Identify key responsibilities and resources, and set boundaries for the successful completion of the project.

7.17.3. The investment

Now for the part of the proposal that most clients will scroll to first. It’s only human nature to want to know how much something will cost, and you need to answer that question as quickly and as clearly as possible. 

Avoid the temptation to put a total price without any explanation for how you arrived at that number. If you do that, it may look like you’ve plucked a figure from thin air. Instead, break the cost down into its composite parts, and describe each line item in detail. 

Finally, outline your payment terms:

• Do you require a deposit?
• When are other payments due?
• And are your invoices due in 15 or 30 days after delivery? 
  

7.17.4. Key milestones

Okay, so we know how much your proposal is going to cost — but how long will it take?

In this section of our marketing proposal example, we want to outline the key project milestones and timelines. 

This should act as a snapshot of the project, but that doesn’t mean it should be light on detail. Arrange each phase of the project into the following:

• A quick overview of the deliverable.
• A timeline for this deliverable (i.e., When will it start? When will it be completed?)
• An approval timeline (What needs to be approved to move onto the next stage? Who needs to be involved?)
  

7.17.5. Case studies

You can write the best, most engaging marketing proposal on the planet, but it might still fall short if you can’t offer evidence of your abilities. That’s why, if you have them, you should include some case studies and client testimonials.

But for this section to work in your favor, you need to ensure the case studies you select are closely related to the project you’re pitching for. For instance, if you’re proposing a pay-per-click marketing campaign, the successful website re-brand you led won’t carry much weight. Sure, it may look impressive, but it’s not relevant.

So, how do you write a case study? To keep it short and sweet, mimic the solution section:

• Describe the problem your client faced.
• Explain how you went about solving that problem.
• Demonstrate the results.

7.17.6. Contract / agreement

And we’ve reached the most important part of the document: The Contract.

It might seem obvious, but it bears repeating — to secure a project and safeguard your livelihood, you need a signature. You simply can’t rely on a verbal agreement alone.

So, in this section, outline the terms and the fine print, and include the option for a legally-binding e-signature.

Turn our marketing proposal example outline into reality with your own custom template from Bonsai.

Conclusion 

What makes a digital marketing campaign proposal template stand out is the marketer’s ability to layout how and offer resounding solutions to their marketing problems. A well-structured proposal design captures and holds the client’s attention which leads to an interview and later hiring after they’re satisfied they’ll deliver what they need.

Each project is unique and offers the freelancer the chance to offer tailor-made services. For broader services requiring more comprehension, the proposal can be extended to cover their worth and the best way to handle them.