How to write a compelling marketing proposal (9 steps)
Whether you represent a marketing agency, a marketing consultant, or an internal marketing team, decision-makers will want to know how you intend to reach the desired company goals.
And whether you are a seasoned pro or just getting started, a structured approach to making a professional proposal can make all the difference.
From initial research to the final polish, each step is designed to help you communicate your vision and value with clarity and confidence.
1. Conduct research on clients
Focus on information about your potential client’s industry trends, target audience’s key demographics, distinct pain points, and competitive landscape to craft a well-informed marketing strategy.
With this, you can personalize your proposals to businesses by reflecting their ethos and ambitions within your pages. Thus, guaranteeing that every solution you propose resonates with key stakeholders.
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Start with the company’s public face, including its website, press releases, and published interviews, to grasp its market position.
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Leverage their social media accounts to reveal their brand voice and customer engagement strategies.
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Look at your target client’s competitors. Doing this lets you determine what sets them apart. It will also help uncover gaps that can be transformed into opportunities, and you can highlight those in your proposal.
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Get data and insights from your prospect’s reports and case studies to help you understand their industry trends and consumer behavior.
For instance, let’s say you are creating a proposal for a solar power solutions company.
When you visit their website, ask yourself: How do they showcase their products? What is their price range? Premium or budget-friendly?
Perhaps they highlight eco-friendly benefits, energy independence, or their unique longer-lasting solar battery system in their content and homepage.
Using your findings, start creating a content strategy outline for the proposal that highlights the brand’s strengths and speaks directly to their consumers.
As for pricing, this should help you customize your marketing services to appeal to their specific customer base.
With this approach, you can form the first layer of the foundation of your entire project.
2. Identify the client needs
The key difference in your proposal will be its ability to mirror the client’s needs accurately and innovatively. What this entails is diving deep into what drives a business, its challenges, and its aspirations.
In essence, this takes your preliminary client research to the next level and goes beyond visiting websites and reading case studies. This requires a more direct approach and communication with your prospects.
As a marketing expert, recognizing these needs lets you align your action plan with the client’s specific needs.
It becomes a game-changer in the bidding process, as it elevates your proposal from a standard pitch to a customized solution.
How do you nail this?
Engage in direct conversations with your potential clients to know what they aim to achieve.
Also, involve project stakeholders in these discussions since they can provide other perspectives that might otherwise be missed.
What you gain from your conversations will help you formulate a detailed plan that addresses your prospect’s needs. Completing this step helps transform your marketing agency from a service provider to a strategic partner.
Moreover, you should create a custom assessment for your potential clients to personalize your proposal process. This is particularly effective for larger projects, where understanding nuances is crucial.
For instance, let’s say you are creating an assessment for a retail client. Include a wide variety of questions that explore their use of automation tools, customer engagement strategies, and online sales process efficiency.
A deep dive like this lets you uncover common elements in their business and highlights specific areas where your marketing expertise can drive significant growth.
3. Set clear objectives
Define the specific goals your marketing solution aims to achieve to have a clear direction and purpose when writing your business proposals.
Without this clarity, your proposal might be aimless and unclear. Hence, diminishing its impact.
What should you do?
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Align your objectives with your prospect’s goals. Understand what they want to achieve through their marketing efforts.
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Tailor your proposal to your prospect. Based on your alignment with prospect's needs, ajust your project objectives and overall proposal to meet their project goals.
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Leverage professional tools like SMART to structure your objectives. Using this framework helps make sure that each objective is precise, trackable, and attainable within a specific timeframe.
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Break down your strategy into project phases and give each phase its own set of objectives. With this, you demonstrate a well-thought-out plan.
Here's a handy infographic explaining the SMART framework: