Once, marketing was all about flashy billboards, catchy jingles, and a bit of luck. If it stuck, it sold. Fast forward to today, and we’ve swapped posters for pixels and intuition for data-driven strategies.
The internet revolutionized marketing, introducing email, websites, search engines, and social media. The result? Improved engagement, direct communication, and the building of a fast-paced global community. This 2024 report states that the global digital marketing industry is estimated to reach a whopping $786 billion by 2026.
We need a savvy technological strategy to impress clients and secure business. This guide will walk you through how to structure a digital marketing proposal to do just that.
Key takeaways
- A digital marketing proposal is a comprehensive plan that showcases your tailored approach to helping clients achieve their goals through various online strategies and tools.
- Structuring a proposal involves crafting a compelling executive summary, identifying client challenges, outlining your strategic priorities, setting achievable 12-month goals, and proposing clear, actionable tactics.
- Including data-driven insights, client success stories, and interactive elements strengthens your pitch by building trust, demonstrating results, and showcasing your agency’s expertise.
- To build a collaborative relationship, frame the proposal as a partnership, use client-centric language, and end with a clear, inviting call to action to make the next steps simple and seamless.
What is a digital marketing proposal?
A digital marketing proposal is a comprehensive document prepared by a marketing agency, consultant, or freelancer that outlines a strategic and tailored approach to helping a potential client achieve their marketing objectives through various digital platforms.
By leveraging a diverse range of innovative tactics, targeted strategies, and cutting-edge online tools, it provides a roadmap for businesses to meet their advertising, branding, and sales ambitions in the ever-evolving online world.
Looking for something different? Check out these marketing proposal examples
How to structure a digital marketing proposal: key inclusions
Executive summary
In simplicity, there is clarity! A quick glance at what the client can expect, the executive summary provides a high-level overview of the proposal, briefly outlining the client’s goals, challenges, and your proposed approach. It's designed to grab attention and quickly communicate value and a noteworthy first impression.
Make the summary client-centric and avoid sweeping statements. Also, focus specifically on outcomes they can expect because this sets a solution-orientated tone from the start. Remember to keep this section short!
Client challenges and pain points
What is keeping the client up at night? This is your chance to show you have readily identified the client’s weak spots. You’ve spent time scrolling their social media profiles and websites, or reading their blogs—you see the gaps and you want to bridge them!
The way to really build trust is to frame their pain points in relatable terms - “With dwindling website traffic, your competitors are grabbing the attention your brand deserves.” It might sound frank, but in essence, it also creates a sense of empathy that establishes rapport between you and the client.
Your priorities: how you’ll solve the challenges
You’ve identified the problem, but you’ve also come up with the solution.
Personalize said solutions: Tailor your tactics to the client’s unique industry and audience. (Generic plans won’t cut it).
It’s also effective to use storytelling as a tactic.
Try something like, “Imagine a customer searches for your product and lands on a sleek, optimized website tailored to their needs. That’s where we come in.”
Sure, it’s a bit of a romantic touch, but it’s one way to avoid monotony and connect to the client.
Top tip: Break it down! Outline each solution step-by-step.
12-month goals
Where will we be in a year? and How will we get there? Two critical questions that prompt you to produce an actionable plan that bridges the client’s current challenges with their desired future state.
The benefit of having 12-month goals is twofold: It ensures accountability, serving as a benchmark for measuring the success of your strategies. It also fosters milestone management, breaking down the daunting scope of marketing into manageable, focused objectives.
A smart strategy for setting your sights is to set quarterly milestones: Divide the year into quarters to make progress manageable and provide opportunities to adjust strategies. Another biggie—Incorporate both quantitative and qualitative goals:
- Quantitative: Metrics like website traffic, email open rates, or ad ROI.
- Qualitative: Building brand trust, improving customer experience, or expanding audience reach.
Project specifications and strategies
This is the cream of the crop, detailing the tools and tactics you’ll use to deliver results.
To achieve attraction, conversion, and loyalty (the golden triangle!), you’ll need to blend strategies like email campaigns, social media, SEO, CRM, and paid ads into a seamless plan. Think outside the box: host webinars, share eBooks or infographics, or craft compelling records.
Add irresistible promotions or discounts, and you’ll turn curiosity into commitment while bringing experiences that resonate. Also, get specific by including deliverables (“4 blog posts/month” or “5 ad campaigns per quarter”).
Top tip: Include a mix of short and long-term strategies: Show that you’re thinking ahead but can deliver quick wins.
Use Qwilr’s content editor to impress clients with a clear and interactive proposal
Market analysis
A market analysis is a deep dive into your audience’s preferences and your competitors’ strategies within the industry. By understanding this landscape, you can predict how your product will strike a chord with consumers. Who’s already thriving in this space? What do customers truly want?
Here are 5 quick steps to ensure your market analysis becomes not just a process but a strategy for standing out and scaling up.
- Dive deep into your industry’s currents: Gain a panoramic understanding of everything happening in your industry and prepare to steer it confidently toward opportunity.
- Map out your competition: Identify the giants, disruptors, and quiet innovators—all things considered, how can you make your brand stand out?
- Spot market gaps: Find unsolved problems and unattained goals
- Define your audience: Who are your customers? What are their quirks, dreams, and pains? Shape your offerings to meet their hearts and minds.
- Identify entry hurdles: Identify the mountains blocking your path and strategize how to climb, tunnel through, or outmaneuver them. And if you haven’t considered it already, a reminder, this is where a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) will come in handy!
KPIs and metrics
But wait, there’s more! The work doesn’t end once your digital marketing strategy is in place—it’s just the beginning of another crucial phase: analyzing the results. Think of it as checking the map during a journey to make sure you're on the right track. Analytics are key for improving your strategy and making sure your marketing spend is worthwhile.
You need to measure your success using KPIs to determine if the return on investment (ROI) matches your expectations. By evaluating the success of your efforts, you can tweak what's not working to meet your goals with flying colors.
Bring your data to life: Visualize results by using projected graphs or tables to illustrate growth trends.
A great idea is to include a feedback loop: Show how KPIs will inform and guide ongoing strategy adjustments.
Pricing
The goal here is to justify the investment for your client by providing a well-structured pricing section. Are you charging per hour or are you choosing to receive a monthly fee?
Gianpiero Rusconi, Digital Marketing Manager at Cloud Assess explains the best way to present budget recommendations:
“I break it down in a way that shows the value of each part of the strategy. I explain how their spending ties into potential results, like conversions or revenue growth. This helps them see it as an investment, not just an expense.”
Be transparent in your pricing structure—what exactly is the cost for each building block of your proposal?
Offer tiers: Provide multiple packages (Basic, Standard, Premium) so clients don’t feel forced to subscribe to something they aren’t fully behind. They will feel empowered to choose, giving them the reins to tailor their experience.
With Qwilr, include interactive quote blocks and pricing tables in your web-based proposals
Case studies
The power of social proof is undeniable. Case studies are one of the most convincing tools in your digital marketing proposal. They act as living proof of your ability to deliver results, transforming abstract strategies into tangible success stories. When clients see how you've helped businesses similar to theirs, they can better visualize the impact of your proposed plan.
Gianpiero, Digital Marketing Manager, Cloud Assess explains:
“Case studies and past results are a huge deal. They add credibility, but it’s not just about showing great numbers. I like to focus on the story behind those results—what challenges we faced, how we solved them, and why it matters to the client I'm pitching to. The key is to make it relatable to them.”
One absolute must, a tried and tested tactic, is to use client testimonials. Words from happy clients add a personal touch and reinforce your credibility.
About your agency
Show your personality. Highlight your achievements. Feature your team. In this section of your proposal, you’re proud to tell the client who you are and what you stand for, and want to share what makes your agency unique.
“We’re not just marketers; we’re storytellers, data fanatics, and trend chasers.”
Mention awards, big-name clients, or standout campaigns, and include photos and bios to humanize your agency. Clients want to know who they’ll be sharing the spotlight with.
Best practices for creating a compelling digital marketing proposal
Tailor your proposal to client needs and industry
Out with the one-size-fits-all approach and in with the personalized service (treat each client like they’re your only client!) Research their industry trends, pain points, and goals to craft a pitch that aligns with their unique challenges. Reference their competitors, highlight industry benchmarks, and suggest tailored strategies.
Remember, a client can spot a mile away whether you’ve put in the work to make it a unique, customized proposal.
“I make sure my proposal is data-driven but also flexible. I highlight how we’ll track results and adapt along the way, which many competitors don’t do. Also, I focus on being transparent—explaining why we’re recommending certain strategies, so it doesn’t feel like I’m just throwing random ideas at them.”
Gianpiero Rusconi, Digital Marketing Manager at Cloud Assess
Show confidence, not arrogance
Confidence is compelling, but arrogance alienates. Considerately demonstrate expertise by showcasing your knowledge and past successes while keeping the focus on how you’ll help the client.
Instead of claiming to be the “best,” let your results and thoughtful strategies do the talking (courtesy of the case studies and testimonials you will have mentioned).
Phrases like “We’re excited to work collaboratively to achieve these outcomes” create a sense of camaraderie, while over-promising can come across as brash and dismissive of their complexities.
Include data-driven elements
Chapelle says, “Modern problems require modern solutions”, so embrace technology! Highlight your expertise and contemporary approach by weaving interactive features into your digital marketing proposal. It's not just a testament to your tech-savviness—it paints your brand as a beacon of forward-thinking creativity, lighting the way for modern solutions.
Not sure where to start? Qwilr’s proposal templates offer:
- Dashboard analytics: Gain insights at a glance to drive smarter decisions.
- An intuitive editor: Craft your content with a user-friendly interface.
- Drag and drop capabilities: Simplify design by moving elements into place.
- Pre-designed content and Unsplash library: Access impressive templates and a vast image library.
- Dynamic pricing cards: Showcase real-time, customizable pricing details.
- The option to embed your own content: Add videos, interactive pricing, calendar links, and more for a personalized touch.
- Responsive ROI calculators: Deliver insights with tools that adapt to any device.
Focus on outcomes and ROI
Clients care about results, not just methods. Don’t get too lost in the details when they’re focused on the end game.
Highlight how your strategies will increase revenue, improve efficiency, or grow their audience. Be specific - link proposed actions to expected outcomes. For example, “This campaign is projected to increase conversion rates by 20%, leading to $50,000 in additional revenue.” The common thread here? TRUST.
Speak to the client as a partner
Position yourself as a collaborator, not just a service provider. Use language that emphasizes partnership, like “we” and “together.” Show an understanding of their vision and offer solutions that complement their goals.
How do you meet the specific needs of the client or industry?
Gianpiero reiterates:
“I always start by getting to know the client’s business and industry inside-out. This helps me figure out their specific challenges and goals, whether it’s driving more leads for a B2B company or boosting sales for an e-commerce store. Then, I put together a plan that directly addresses those needs. It’s not about offering a cookie-cutter solution—it’s about being super relevant to them.”
Instead of dictating what needs to happen, suggest approaches that invite their input. (Because collaboration isn’t a one-way street, and nobody likes a backseat driver.)
Conduct an internal study
One thing we often forget is to assess what our company’s capabilities are in the digital age. Before pitching, analyze your agency’s readiness to take on projects. Identify strengths you can highlight and gaps you need to address to remain competitive. This self-assessment ensures your proposal reflects realistic promises and sets achievable expectations. Knowing your agency’s position in the digital landscape lets you present strategies confidently while remaining adaptable to the client’s needs.
Include a call to action and a clear next step
End your proposal with a clear and inviting next step. Use Qwilr’s built-in features to make it effortless for prospects to accept your proposal, sign legally compliant contracts, and pay directly.
Make your CTA action-oriented, like “Let’s begin this journey together—sign and get started today!” A simple “Click here to get started” ensures they don’t have to hunt for what’s next. Clear guidance encourages swift decisions and seamless transitions to the next phase.
Digital marketing proposal template
Why create something standard when you can offer a proposal that reflects the depth of your vision? With the flexibility to include multimedia elements like images and videos, you can bring your ideas to life in a way that engages and informs.
Each section of the template can be tailored to fit your unique approach, ensuring that your message feels both personal and professional.
In the pursuit of meaningful work, clarity and connection are key. Qwilr’s digital marketing proposal template features:
- Executive summary
- Your priorities
- 12-month goals
- How we can help
- What success looks like
- Recent client wins
- Pricing
Win more digital marketing clients with Qwilr
A digital marketing proposal is your game plan for turning ideas into results, showing how to grab attention and spark growth.
With interactive elements, pre-designed sections, and seamless integration options, you can craft a proposal that’s as engaging as the campaigns it represents.
For a tool that simplifies the process while elevating your pitch, explore Qwilr with a 14-day free trial. Leveraging the latest technology, this template ensures your proposals are both innovative and impactful. The perks? A personalized, unique touch that reflects your brand’s identity, ensuring your proposals resonate with clients on a deeper level.
About the author
Brendan Connaughton|Head of Growth Marketing
Brendan heads up growth marketing and demand generation at Qwilr, overseeing performance marketing, SEO, and lifecycle initiatives. Brendan has been instrumental in developing go-to-market functions for a number of high-growth startups and challenger brands.
