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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.
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:
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 thereâ€™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.
The proposal should focus on attaining insights into the clientâ€™s outstanding issues. Did an earlier scheduled meeting reveal what the clientâ€™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, itâ€™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 isnâ€™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 clientâ€™s needs.
The digital marketer is tasked with finding out whether thereâ€™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.
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 clientâ€™s business for the better. The scope of work should cover the following aspects:
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 â€œAbout Usâ€ 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.
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 clientâ€™s needs and demands based on prior meetings.
Include statements such as â€œfor any questions, queries or comments, feel free to add them into the proposal.â€ A notification will be sent and responded to expeditiously.
If the prices captured in this proposal are ideal and meet the companyâ€™s expectations, append a signature at the end of the proposal and once received services will be meted out with immediate effect.
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:
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 clientâ€™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 clientâ€™s business will benefit from services rendered.
Follow the letter provided by the clientâ€™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.
â€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 thatâ€™s not only compelling but one that captivates the client due to its simplicity.
â€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.
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, itâ€™s important that a marketer doesnâ€™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.
â€The digital marketer should use this section to clarify how working as a partner to the client will be beneficial. The section describes the agencyâ€™s value proposition and why the marketerâ€™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 itâ€™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.
As the adage goes â€œfirst impression is the only impressionâ€, 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 designerâ€™s department can spruce up the proposal template to make the key points pop!
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;
This segment identifies the clientâ€™s business needs and details them.
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.
Articulates the amount it will take for every solution to take effect.
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.
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.
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:
Captures the services provided such as: SEO, web Design, Social Media Management, Marketing, pricing, targeted milestones and the appropriate timelines.
Ways in which the freelancer will provide tangible marketing benefits to the client. These elements encompass: Markerterâ€™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 shouldnâ€™t be overlooked as they play a role in impressing the client.
Being a freelancer means you get to work on a variety of jobs with a multitude of clients. Thatâ€™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 - youâ€™re marketing yourself to a client who is looking for someone to handle marketing. So theyâ€™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 youâ€™re putting together a proposal, itâ€™s hard to know exactly what to include. A marketing proposal can include so many different components, depending on your expertise and the clientâ€™s needs.
So having access to a marketing proposal sample makes life much easier when youâ€™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, letâ€™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 letâ€™s look at the key sections in a marketing proposal template.
Create a section in your marketing proposal template where you will insert the clientâ€™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 clientâ€™s problem that youâ€™ll solve, work that will be done, or goals of the project. As you complete your template for a specific project, youâ€™ll want to do research on the organization so you understand their business and what theyâ€™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 clientâ€™s return on investment and what theyâ€™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 youâ€™ll solve the clientâ€™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.
Itâ€™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 clientâ€™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, itâ€™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 wonâ€™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 arenâ€™t relevant. This way, you wonâ€™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 donâ€™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 donâ€™t need. You wonâ€™t have to spend time adding everything in when youâ€™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 donâ€™t have to spend time for each job you seek to win.
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 itâ€™s a good idea to do the work in advance to have material ready when itâ€™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.
The heart of a good proposal is a description of the clientâ€™s needs and what you can do to help them. By focusing on the client first, youâ€™ll establish a solid foundation for any type of marketing proposal.
Think of the description in terms of the clientâ€™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.
This section can include how you will be a key part of solving the clientâ€™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 itâ€™s just not attainable. Instead, consider suggesting an ongoing role for you as a key part of the clientâ€™s team.
In a collaborative role, you can be available to the client on a retainer basis, or for an extended period of time. Youâ€™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.
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 youâ€™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.
Itâ€™s important for clients to know what youâ€™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.
Hereâ€™s a quick example that can be included in your marketing proposal sample. Letâ€™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 youâ€™re achieving it.
Once you have a marketing proposal sample ready, you can build proposals for any client thatâ€™s seeking marketing expertise.
Youâ€™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 theyâ€™ve provided to you.
Then, do some research on the clientâ€™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.
While you canâ€™t build a specific price or cost model until youâ€™re writing an actual proposal, you can have a section in your marketing proposal sample that includes relevant pricing material.
Perhaps thatâ€™s your hourly rate, cost per campaign, information like ad prices and more. Once you have that background material developed, itâ€™s easy to modify when you create a specific proposal.
At a minimum, your marketing proposal should include the following:
Here's an example structure that your proposal should follow if you want to win that dream job:
This first section is designed to set the context of the proposal. Itâ€™s your opportunity to connect with the reader â€” and to demonstrate that you have the skills and know-how to deliver a winning marketing campaign.
Often called the â€œexecutive summaryâ€, your project statement should do more than simply summarize the contents of the proposal. Itâ€™s the first thing your client will read (if they donâ€™t skip straight to the investment section), and so itâ€™s your first chance to sell yourself and your services.
To do this, include:
Youâ€™ve set the context for your client, nowâ€™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:
Now for the part of the proposal that most clients will scroll to first. Itâ€™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 an
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