How to Structure your Marketing Proposal
A marketing proposal has many different components that need to be considered regardless of the goals. From your 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
Take the time to truly understand what your client is looking for and how you’re able to support them. Get to the specifics of what they’re trying to accomplish.
In marketing, this can be increasing brand visibility, increasing conversions, average order value, or overall revenue. Regardless of the goals, make sure you outline what you’re working towards as it will set up the rest of the pitch.
Scope of Work
Marketing is incredibly broad and can encompass many different areas. From digital marketing to traditional marketing, there are many different components of what you can work on. Highlight the main areas that you plan on executing 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.
Digital marketing is one area that may be included in your marketing proposal. Determine which of your skillsets will best meet the client’s goals. Some examples of digital marketing areas may include SEO, PPC, Social Media, Web Design, and online content.
Outline whether you’ll be working on creating strategies or executing on specific tactics. The scope of work is where you get as specific as possible on what you’ll be doing.
If your client is less focused on online strategies, you can include different traditional marketing activities. These range from print media, billboards, tradeshows, referrals, and partnerships.
These are less common marketing activities, but should still be considered depending on your client and their audience.
Once you know what you’re going to be pitching, the next step is determining a timeline. Some clients will come to you with a timeframe that they want, other times you’ll need to provide a timeline.
Be realistic about the amount of time something will take because this is your first step in building trust with your client and your ability to manage expectations.
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
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’s 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 Proposal
The more complicated your marketing proposal is the more information you need to provide. The amount of information that’s included within the scope of work will influence how the proposal is delivered. This can be in a text format, presentation, or a simple email. It all depends on your client, your information, and what you think will close the deal.
If you’re looking for a simple template to create your proposal, Tispr has you covered for free. Click here to get started.