Writing a strong marketing proposal is key to winning new business. It is the point of reference that both you and your client will reference when there is a need to establish expectations, objectives, and successes.
This purpose of the overview is to show your client that you fully understand the opportunity and the market conditions they are facing. You want to convince them that you or your company can help them achieve the goals and objectives that are important to them. Be careful to keep this section about the client, not you.
The next step is to write a summary about your campaign idea(s). You want to be careful to not reveal so much detail that they run with your idea and never hire you. You want them to see that you’ve given it some thought, and you have a plan when they hire you.
In step three, provide the prospect client with statistics and research that backs up why you think your ideas are viable. In some cases, you may be able to provide insight into an area of opportunity that they never thought of, thus giving you a competitive edge.
In step four, list out the objectives that you plan to achieve and when. For example:Complete the marketing strategy and schedule within 30 days This gives your client a list of deliverables and sets the expectations and benchmarks for success. It also empowers your client to keep you accountable for what you say you’ll deliver.
In step five, you establish how you and the client will measure success. Be as specific as possible. For example:Increase the number of unique visitors at the website by 10% within 90 days of the campaign launch. The temptation is not to be specific because nothing is guaranteed. However, establishing measurable results will build confidence in your client and give you and your team a scoreboard in which you can measure your success.
While this process may seem long and drawn out, you’re right it is. A well thought-out marketing proposal is where we make our money. What keeps your clients coming back are results. Those results are determined by what objectives and measurements you provide within your marketing proposal.