The Ultimate Guide To Digital Marketing Proposals

The Ultimate Guide to
Digital Marketing Proposals
This article was originally published on Tispr.
How to Structure your Digital Marketing Proposal

Like most proposals, a digital marketing proposal has many different components that need to be
considered regardless of the goals. After viewing your digital marketing proposal a client needs to
understand:
● What are the goals and objectives of the engagement?

● What work is going to be done?
● When is everything going to be done?
● How much it’s going to cost?
In this guide, we’ll cover all of these different facets and what you should be thinking about when
putting together a proposal that will close.
Overview & Goals
In your digital marketing proposal, one of the first items you want to address is an overview and
goals. This sets the tone of the proposal and highlights everything that you’re working towards.
If you aren’t able to properly identify your client’s goals there is going to be misalignment from the
beginning and it makes it less likely that you will be selected because everything else that follows
won’t be applicable.
Take the time to truly understand what your client is looking for and how you’re able to support them.
Scope of Work
Digital marketing is incredibly broad and can encompass many different areas. Within your digital
marketing proposal, it’s essential to include all the different components that you will touch on.
We’ve included a few examples of what may be included within your digital marketing proposal.
Whatever you decide to include within your scope, make sure that everything aligns back to goals.
SEO
If your client is looking for help increasing organic traffic, SEO may be one of the strategies you
might employ. When putting together a digital marketing proposal including SEO, think of the
different tactics that would help accomplish your client’s goals.
From keyword research, technical SEO, content strategy, and on-page optimizations, there are many
different areas that you might include.
Remember that within proposals you want to get as specific as possible in what your strategies and
tactics may accomplish.
PPC
PPC is a great option for many clients looking to quickly increase their conversions. If you’re pitching
paid ads or paid social to your clients determine what will be included. How much optimization is
there when managing ads? Are you going to create the landing pages or will those be provided to you
by your client?
Social Media
Social media can be a time-consuming part of your scope. When you’re putting together a digital
marketing proposal, try and accurately estimate what the work will look like so you will avoid future
scope creep.
When it comes to social media within your digital marketing contract, help your potential clients
understand how you will be supporting them. Will this include strategy and execution? Or just one or
the other?
Consider budget, goals, your bandwidth, and experience when structuring your scope of work.
Content Strategy
For clients that are working to increase their content - whether it be on social media, for their website
or blog, to support landing pages, or better understand what their competition is doing, content
strategy may be included within your digital marketing proposal.
Get specific on what will best accomplish your client’s goals and how you will do that.
Design
The last potential digital marketing area we’ll cover within this digital marketing proposal is design
work. If you’re considering having design be within your proposal, you’ll want to ensure that there
are visual elements that support your pitch.
Showing a portfolio with your proposal is incredibly helpful in understanding your capabilities and
the excellent work you’ve done for your previous clients.
Timeline
Once you know what you’re going to be including within your digital marketing proposal, it’s time to
outline how long it will take to accomplish. Sometimes clients will come to you with a specific
timeframe that they want things to be completed by. This often occurs if their launching a new
product, redesigning a site, or have other goals they want you to align with.
Be realistic on the timeline because this is your first step in building trust with your client and your
ability to manage expectations.
Communicate with your potential client what you’re able to work on in tandem and where are the
bottlenecks within the strategies you’re proposing.
Presenting a timeline can look like a content calendar, a physical timeline that shows the different
deliverables mapped out against a calendar to visually see the dates or a simple timeframe that says an
estimated amount of time each area will take.
Include the information that is necessary and call out any estimates in advance.
Pricing & Fees
Tiered Pricing
The larger your scope is, the more it’s going to cost. If you know your client is price conscientious
consider creating a tiered system to your scope. This can be structured in a good, better, best model of
what you would recommend that would help accomplish the client goals.
Type of Engagement
When putting together the pricing, determine what type of engagement makes the most sense for you
and your client. This may be a retainer, hourly, or project-based. This will impact how you structure
your payment and how much to charge your client.
Duration vs Market Value

One large consideration when figuring out the pricing is thinking about how long the project will take
to execute vs how much the information is worth. Oftentimes clients will want to charge you a lower
hourly rate but that doesn’t always account for the years of time you’ve spent building this expertise.
Understand what the market rate for this type of work is and the potential ROI that will bring the
client.
One way of determining your rate is to consider your value as a full-time employee or the cost that it
would be for them to hire a full-time employee for this type of role. Calculating this number backward
can just give you additional information for which you can work off of.
How to Present Your Digital Marketing Proposal
The more complicated your digital marketing proposal is, for example, the number of different types
of digital marketing your proposing, the more information you need to provide.
For example, if you’re putting together a proposal that includes: SEO, PPC, social media, content
strategy, and design work, it may be challenging to include all of this within a single document and
have it be cohesive.
The amount of information that’s included within the scope of work will influence how the proposal
is delivered.
Another consideration within your digital marketing proposal presentation is to determine if case
studies would be valuable to show. The larger the scope and the higher the cost, the more information
is needed to close the deal.
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The Ultimate Guide to

Digital Marketing Proposals

This article was originally published on Tispr.

How to Structure your Digital Marketing Proposal

● What are the goals and objectives of the engagement?

Pricing & Fees

Duration vs Market Value

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