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.
So let’s look at the 8 key sections in a marketing proposal template.
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.
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.
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.
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.
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.
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.
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.
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.