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How to Write a Digital Marketing Proposal

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What is a Digital Marketing Proposal? 

A digital marketing proposal is a document produced by a digital marketing agency or consultant which promotes what services they offer to potential clients. There are numerous different services that digital agencies and consultants can offer depending on their expertise. Some examples include: 

  • Social Media Advertising and Strategy 
  • Search Engine Optimisation (SEO) 
  • Pay Per Click (PPC) 
  • Web Design 
  • Marketing Strategy 
  • Email Marketing

What Should be Included in a Digital Marketing Proposal? 

A typical digital marketing proposal consists of the following: Executive Summary, Goal Explanation, Strategy, Budget, Timeframe, Deliverables and Logins. Some agencies add more to their proposals, some add less. As long as you are covering the main points that answer potential clients’ questions, then you’re good to go. Let’s break each section of the proposal down, so you know exactly what to include in yours!

Executive Summary 

An executive summary in a digital marketing proposal is exactly what you think it is. It’s a summary of the points you will discuss in your proposal. It should include things like a basic overview of the strategy you plan to implement for the client, the proposed timeline and budget for these deliverables and a goal explanation. 

This should be completed last, even though it will sit at the top of your digital marketing proposal!

Goal Explanation 

The Problem or Goal Explanation is a crucial component of any digital marketing campaign. It provides a comprehensive and detailed explanation of the issue or needs that are being addressed, including information about the target audience, the desired outcome, and the digital marketing channels that will be part of your strategy. 

When crafting a Problem or Goal Explanation, it is important to identify and understand the target audience. This includes their demographics, interests, behaviours, and needs. By understanding the target audience, you can create a campaign that resonates with them and meets their specific needs and desires.


If you didn’t know already, The OMG Center LOVE strategy. So, let’s talk about it! This is where you get to be Pep Guardiola and focus on tactics to craft a winning strategy for the client.  

Your strategy is the most important part of the proposal. To create a strategy, you need to understand your client’s target audience and understand their behaviour. If the client has already-made audience personas, then use them to understand their audience. If not, work with them to create audience personas based on data they have collected through various analytics software. 

Once you know and understand their audience you can mould your strategy around them. For example, if you have a younger audience, then social media might be a part of your strategy. You need to think critically about your strategy and make sure that it aligns with the client’s goals.


Budget should always be included in your proposal. It should include a breakdown of how you will charge the client and which pricing model you will use. In your first meeting with the client, it is important to ask the client what their budget is, so there are no hidden surprises for either party.


When working with a client, you should always give a timeframe for the overall project (unless it’s a retainer). This gives the client a good insight into how long they will be working with you and how much it will cost them overall. It is also good for your agency when it comes to accountability. It’s important to work out a reasonable timeframe that works for both parties and is realistic.


What will you deliver to the client? This needs to be communicated in this section of the proposal. A few examples include: 

  • We will work with you to produce 1 blog post per week for the next 3 months. 
  • We will work with you to create and deliver a monthly newsletter for the next 6 months. 

Basically, just tell the client what you’re going to do. It’s good for the client, so they know what it is you’re doing and it’s good for accountability in your agency.


Of course, you need to be able to access the client’s resources, so they’ll need to make you an admin on their various accounts. For example, if you are implementing an SEO strategy, then you’ll need access to their Google Analytics, Google Search Console, Google Tag Master and Google My Business accounts. Make a well-structured comprehensive list of what you need access to and why it’s important you have access to their accounts.

Create a Digital Marketing Proposal That Wins

In order to create a solid digital marketing proposal, you need to make sure to cover all bases. There are some things to include such as your terms and conditions, and a place for signatures, so make sure you include those at the end of your proposal. Once you have a solid proposal in place, you can send it to the client and get down to business. 

  • TL;DR: 📈 A digital marketing proposal is a document that outlines a plan for promoting a business online. It should include an overview of the current state of the business, a target audience analysis, a marketing strategy, and a budget.
  • Current State: 📊 Before proposing any digital marketing strategies, it is essential to understand the current state of the business. This includes its strengths, weaknesses, opportunities, and threats (SWOT analysis), website traffic, social media presence, and any previous marketing efforts.
  • Target Audience: 🎯 Identify the target audience for the business and conduct market research to understand their behaviours, preferences, and pain points. This information will help tailor the digital marketing strategy to reach the intended audience effectively.
  • Marketing Strategy: 🎯 Develop a comprehensive digital marketing strategy that includes the following: a value proposition, specific goals, messaging, content strategy, SEO plan, paid advertising, social media, email marketing, and analytics.
  • Budget: 💰 A digital marketing proposal should include a detailed breakdown of the proposed marketing activities and associated costs. It is essential to ensure that the proposed budget aligns with the business’s goals and objectives and provides an adequate return on investment (ROI).