How to Write a Winning Marketing
Proposal
in 2022

If we lived in a perfect world, then companies would just hire marketers with no questions asked. Unfortunately, that’s not the case so marketing proposals are necessary in order to land clients.

A marketing proposal is a document used by marketing agencies that provides a detailed overview of what their services include, how strategies will be implemented and what the client can expect in terms of cost and return of investment (ROI).

Despite the known benefits of marketing strategies, 1 out of 10 small businesses still don’t partake in any kind of marketing, while only 1 out of 5 invest in digital marketing. The takeaway here? These businesses may not yet understand how a marketing strategy can generate leads, grow revenue, and fit into their budget. This is ultimately where a marketing proposal comes in handy. Instead of simply talking about the benefits of marketing strategies in your pitch meeting, a marketing proposal has the data to back it up. This ability to demonstrate and prove success can help set you apart from the competition and land clients (even those that are brand new to the marketing game).

In today’s article, we provide some helpful tips to help you write a winning marketing proposal. Let’s get started.

What Should a Marketing Proposal Include?

You should think of your marketing proposal as an elevator pitch: keep it brief and get straight to the point of what you offer and why the client should choose your services over someone else’s. On average, a detailed marketing proposal should be no more than 15 pages long. A winning marketing proposal contains the following elements:

  • Executive summary
  • A solution
  • Benefits of your services
  • Costs
  • An effective call-to-action
How to Write a Strong Executive Summary

Your executive summary will address how your potential client’s current marketing efforts can be improved. While on the surface, writing a strong executive summary can look intimidating, it’s easy if you follow these tips:

4 sections to add to a
marketing proposal

1Executive Summary

2A Solution

3Benefits of Services

4Costs

5Call-to-Actions

  1. First, before you even write your executive summary, take a moment to think about your potential client’s audience and what is most important to them. This will help you determine what key products, statistics, or services you should include in your opening statement that will immediately grab their attention.
  2. Next, take the time to think about the services you offer and what stands out. Likewise, take note of any memorable moments that could help explain what your company is about. This will help make your proposal more personalized. The more unique and personable your executive summary and proposal are, the more memorable you’ll be if the client is interviewing several agencies.
  3. After you’ve thought about the two steps mentioned above, it’s time to get to the heart of what your marketing proposal will be about. Briefly explain its purpose and the value your marketing strategies will bring your potential client.
  4. Take note of any societal changes and how your business is adapting to them. For example, during the pandemic, many businesses shifted their focus from heavy product promotion to posts that provided positive and informative messaging and other pertinent resources. Not only did this blossom out of necessity, but it tapped into the millennial consumer’s desire to support companies that aligned with their personal values and their preference for organic promotion as opposed to heavy sale pitches. By addressing changes in society in your executive summary, you’re letting your prospective client know that you have a strategy to adapt and remain successful in the face of change.

Keep in mind that your executive summary should be brief – no more than 5% (or one page) of your total marketing proposal.

Examples of What to Include in Your Marketing Proposal

During your research, you might discover that some companies fail to generate new leads as a result of not understanding who their target demographic is. An example of this might be putting all their effort into email marketing, though their customers are mostly engaged on social media platforms such as Facebook, Instagram, Twitter, and Linkedin.

Instead of writing an executive summary that makes a plan to obtain a specific number of new leads over a period of time without any real direction as to what that would involve, you should instead, write a detailed social media strategy that outlines the steps you will take to get the client’s services in front of their targeted demographic.

Furthermore, in order to launch a successful social media plan, you would also look into the client’s existing social media insights to find out what areas could be improved upon. For example, your social media plan could include looking into the client’s Instagram Insights to find out who is engaging with their content, including their age and geographical location, what types of content do well, and what days of the week yield the highest level of engagement. This information could be used to develop a content strategy to post on their Instagram feed or to their Instagram stories a specific number of times per week.

Another thing you could do is look at the prospective client’s web analytics – or key performance indicators (KPI) to determine which pieces of content are driving the most website traffic. From there, you could offer content creation and video production services to optimize on social media channels and use for Facebook ads or share to Facebook and Instagram stories. In addition to a social media strategy, you might also include a detailed plan to utilize search engine marketing (SEM), which involves using paid ads to generate leads through Google’s search results or optimizing existing content with keywords to help increase ranking. All of these efforts combined would enable the client to generate leads that are more likely to result in a conversion.

By getting to the root of the client’s problem, you not only demonstrate your expertise but show that you can meet their long-term goals as opposed to simply putting a band-aid on them.

The Solution

As mentioned above, your solution should offer up reasonable ways that your client’s business can grow and become more successful. At the end of the day, companies are about making money, so they will want to know how the solution will work and how it will benefit them.

Remember, a company is hiring you because they need help with their marketing efforts so they may also be very unfamiliar with marketing terminology. Because of this, it’s not enough to simply suggest a solution to the client’s problem. Instead, you should take the time to outline how it will specifically benefit and bring value to their business — and why your solution stands out from other companies they may be considering.

Explain the Benefits of Hiring You

In the world of marketing, many companies are going to offer the same solutions. After all, there are only so many forms of marketing techniques, right? Since there is so much competition, a winning proposal requires you to sell yourself. One of the ways to do this is by determining your Unique Selling Proposition — or USP. A USP is essentially a selling point that helps differentiate you from your competition.

To determine your unique selling point, you should determine the following:

  • What sets you apart from another company? For example, if you provide digital marketing services to lawyers, you have a specific skill set that a regular marketer might not have or be familiar with.
  • Do your services specifically meet the needs of your client’s target audience?
  • Do your web or Google Analytics support your selling point?

These are just a few of the questions you should ask yourself when writing an outline of the benefits of hiring you that will help make the client’s decision easier.

Explain Costs

One of the most important — but frightening – parts of writing a winning proposal is explaining how much everything will cost. High costs aren’t going to deter someone if you’ve done a thorough job of explaining each step of your marketing strategy and its associated benefits.

When crafting your proposal, be sure to include a total of everything involved to show the client exactly what they’re getting when they sign the agreement. This will also help to explain to clients that these services aren’t offered as an ad hoc option, but rather will provide the solution the client needs when used in conjunction with one another.

How to Write a Compelling Call-to-Action

Last but not least, you need to write a call-to-action at the end of your proposal that will entice prospective clients to act now, rather than later. To write a compelling call-to-action, make it easy, and outline the steps the client can take to move forward. You should include information on how they can accept the proposal, where to sign, and how much money they can put down for their initial payment (and how). It’s also important to let the client know that as soon as the above steps are taken, you will begin the project.

Remember, a winning proposal is all about providing value to the client, so letting them know that improvements can start the sooner they sign, the better.

If we lived in a perfect world, then companies would just hire marketers with no questions asked. Unfortunately, that’s not the case so marketing proposals are necessary in order to land clients.

A marketing proposal is a document used by marketing agencies that provides a detailed overview of what their services include, how strategies will be implemented and what the client can expect in terms of cost and return of investment (ROI).

A winning marketing proposal is a vital tool in helping set you apart from the competition and land clients. In fact, statistics provided by the Content Marketing Institute discovered that documenting your marketing strategies yielded a 538% better chance of success.

In today’s article, we provide some helpful tips to help you write a winning marketing proposal. Let’s get started.

4 sections to add to a
marketing proposal

1Executive Summary

2A Solution

3Benefits of Services

4Costs

5Call-to-Actions

What Should a Marketing Proposal Include?

You should think of your marketing proposal as an elevator pitch: keep it brief and get straight to the point of what you offer and why the client should choose your services over someone else’s. On average, a detailed marketing proposal should be no more than 15 pages long. A winning marketing proposal contains the following elements:

  • Executive summary
  • A solution
  • Benefits of your services
  • Costs
  • An effective call-to-action
How to Write a Strong Executive Summary

Your executive summary will address how your potential client’s current marketing efforts can be improved. While on the surface, writing a strong executive summary can look intimidating, it’s easy if you follow these tips:

  1. First, before you even write your executive summary, take a moment to think about your potential client’s audience and what is most important to them. This will help you determine what key products, statistics, or services you should include in your opening statement that will immediately grab their attention.
  2. Next, take the time to think about the services you offer and what stands out. Likewise, take note of any memorable moments that could help explain what your company is about. This will help make your proposal more personalized. The more unique and personable your executive summary and proposal are, the more memorable you’ll be if the client is interviewing several agencies.
  3. After you’ve thought about the two steps mentioned above, it’s time to get to the heart of what your marketing proposal will be about. Briefly explain its purpose and the value your marketing strategies will bring your potential client.
  4. Take note of any societal changes and how your business is adapting to them. For example, during the pandemic, many businesses shifted their focus from heavy product promotion to posts that provided positive and informative messaging and other pertinent resources. Not only did this blossom out of necessity, but it tapped into the millennial consumer’s desire to support companies that aligned with their personal values and their preference for organic promotion as opposed to heavy sale pitches. By addressing changes in society in your executive summary, you’re letting your prospective client know that you have a strategy to adapt and remain successful in the face of change.

Keep in mind that your executive summary should be brief – no more than 5% (or one page) of your total marketing proposal.

Examples of What to Include in Your Marketing Proposal

During your research, you might discover that some companies fail to generate new leads as a result of not understanding who their target demographic is. An example of this might be putting all their effort into email marketing, though their customers are mostly engaged on social media platforms such as Facebook, Instagram, Twitter, and Linkedin.

Instead of writing an executive summary that makes a plan to obtain a specific number of new leads over a period of time without any real direction as to what that would involve, you should instead, write a detailed social media strategy that outlines the steps you will take to get the client’s services in front of their targeted demographic.

Furthermore, in order to launch a successful social media plan, you would also look into the client’s existing social media insights to find out what areas could be improved upon. For example, your social media plan could include looking into the client’s Instagram Insights to find out who is engaging with their content, including their age and geographical location, what types of content do well, and what days of the week yield the highest level of engagement. This information could be used to develop a content strategy to post on their Instagram feed or to their Instagram stories a specific number of times per week.

Another thing you could do is look at the prospective client’s web analytics – or key performance indicators (KPI) to determine which pieces of content are driving the most website traffic. From there, you could offer content creation and video production services to optimize on social media channels and use for Facebook ads or share to Facebook and Instagram stories. In addition to a social media strategy, you might also include a detailed plan to utilize search engine marketing (SEM), which involves using paid ads to generate leads through Google’s search results or optimizing existing content with keywords to help increase ranking. All of these efforts combined would enable the client to generate leads that are more likely to result in a conversion.

By getting to the root of the client’s problem, you not only demonstrate your expertise but show that you can meet their long-term goals as opposed to simply putting a band-aid on them.

The Solution

As mentioned above, your solution should offer up reasonable ways that your client’s business can grow and become more successful. At the end of the day, companies are about making money, so they will want to know how the solution will work and how it will benefit them.

Remember, a company is hiring you because they need help with their marketing efforts so they may also be very unfamiliar with marketing terminology. Because of this, it’s not enough to simply suggest a solution to the client’s problem. Instead, you should take the time to outline how it will specifically benefit and bring value to their business — and why your solution stands out from other companies they may be considering.

Explain the Benefits of Hiring You

In the world of marketing, many companies are going to offer the same solutions. After all, there are only so many forms of marketing techniques, right? Since there is so much competition, a winning proposal requires you to sell yourself. One of the ways to do this is by determining your Unique Selling Proposition — or USP. A USP is essentially a selling point that helps differentiate you from your competition.

To determine your unique selling point, you should determine the following:

  • What sets you apart from another company? For example, if you provide digital marketing services to lawyers, you have a specific skill set that a regular marketer might not have or be familiar with.
  • Do your services specifically meet the needs of your client’s target audience?
  • Do your web or Google Analytics support your selling point?

These are just a few of the questions you should ask yourself when writing an outline of the benefits of hiring you that will help make the client’s decision easier.

Explain Costs

One of the most important — but frightening – parts of writing a winning proposal is explaining how much everything will cost. High costs aren’t going to deter someone if you’ve done a thorough job of explaining each step of your marketing strategy and its associated benefits.

When crafting your proposal, be sure to include a total of everything involved to show the client exactly what they’re getting when they sign the agreement. This will also help to explain to clients that these services aren’t offered as an ad hoc option, but rather will provide the solution the client needs when used in conjunction with one another.

How to Write a Compelling Call-to-Action

Last but not least, you need to write a call-to-action at the end of your proposal that will entice prospective clients to act now, rather than later. To write a compelling call-to-action, make it easy, and outline the steps the client can take to move forward. You should include information on how they can accept the proposal, where to sign, and how much money they can put down for their initial payment (and how). It’s also important to let the client know that as soon as the above steps are taken, you will begin the project.

Remember, a winning proposal is all about providing value to the client, so letting them know that improvements can start the sooner they sign, the better.

Schedule a Consultation With DESIGNTIFF to Take Your Company To The Next Level

At DESIGNTIFF, we understand how important it is to market the company you’ve worked so hard to create. That’s why we offer comprehensive branding and graphic design packages tailored to fit your company’s needs and budget. We’d love to talk with you to see how we can help take your company’s branding to the next level. Click here to visit us on the web to schedule a meeting.

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