Making a Marketing Proposal

A marketing proposal serves as a critical bridge connecting marketers with potential clients. It’s a document where strategy, timelines, and costs are outlined, paving the way for discussions and, ultimately, a signed contract.

Whether it’s a general campaign or something more specific like a social media marketing proposal, the goal remains the same: to align with the client’s business objectives and persuade them to take the leap from prospect to customer.

How to Write a Marketing Proposal

Understand Your Client

The first step in knowing how to write a marketing proposal is to dig deep into understanding your client. If you’ve previously developed audience personas, they can be invaluable in shaping your proposal’s tone, language, strategic approach, etc.

If not, it’s time to research your client’s target audience, industry, offerings, financial history, and any other fitting information.

Client pain points must be addressed. Through targeted questions, you can find out about their problems, limited resources, time, and success metrics. Knowing this lets you market your services as the best solution.

Define the Scope of Work

There must be a section for this that lists the services you provide and how you plan to carry them out. It answers the client’s need for specific marketing tasks, particularly those outside their capability or capacity, contributing to their growth or achieving other objectives.

For example, a proposal for social media marketing could include making a content calendar, planning when to post, looking at engagement metrics, etc.

Timeline and Deliverables

The delivery timeline is a big part of how clients decide if a proposal is workable. Outline clearly the due dates for important deliverables, showing that you know how to manage time and resources.

Costs and Terms

Cost is a deciding factor for clients considering a proposal. Be clear about your pricing model, payment terms, and any contract details, such as where the work will be done, when payments will be made, and how the contract can be ended.

Measuring Success

Lastly, explain how you will know if your marketing is working by showing examples like increased traffic, levels of engagement, and sales.

This shows how strategic you are and builds trust with potential clients by focusing on accountability and marketing that gets results.