How To Write an Effective Marketing Proposal (With Template)

How to Create a Marketing Proposal
  1. Research the client. …
  2. List a Scope of Work. …
  3. Provide estimated time frames for deliverables. …
  4. Include costs and terms. …
  5. Show how you plan to measure results. …
  6. Pros of a Marketing Proposal.

How to Create a Winning Marketing Proposal that converts 80%

What to include in a marketing proposal

Your proposal should contain all the details the reader requires to have a thorough understanding of your upcoming project. Elements to include in your marketing proposal are:

What is a marketing proposal?

Marketing professionals use marketing proposals to describe upcoming promotional projects. Typically, it includes specifics like cost projections, suggested delivery dates, and other strategy suggestions. This proposal is typically reviewed by the client to give them a clear idea of how the project will be implemented.

A great proposal should clearly outline strategies for accomplishing the clients’ previously stated goals. The client will review the proposal, offer suggestions for improvement, and then give their final approval. From this marketing plan, the marketing team can develop strategies and deadlines for their team to work on.

How to write an effective marketing proposal

Take the time to create a consistent structure that clearly outlines each crucial proposal detail if you want your marketing proposal to be succinct and persuasive. Follow these steps to write an effective marketing proposal:

1. Conduct research on your client

You should address the client directly in order to maintain their interest throughout the entire proposal. Conduct extensive research on your clients business, market and competition. Use this research to identify any obstacles they might encounter in their sector. You can use this to identify them and describe how your marketing efforts can help you get around them. Your proposal should be focused on your client and how you intend to use marketing tactics to increase their company’s performance, revenue, conversion rate, and brand awareness.

2. Start with the problem statement

Create a problem statement that effectively communicates the difficulties clients are facing in their industry once you have a better understanding of their needs and preferences. Outline this issue in detail, describing its nature and effects on their business.

3. Propose a solution and lay out your strategy

List the various ways you intend to address their issue in detail. Each point should relate to a benefit the customer will experience if they work with your company to address these organizational and industry issues. This section ought to suggest a series of services you’ll offer to assist the client in achieving their desired results and goals.

4. Determine how much to charge clients

Decide how much you will charge for your services now that you are more aware of the specific ones you intend to provide for your clients. The pricing section of your marketing proposal can be linked to long-term objectives and milestones that you intend to reach on particular dates. Make this section simple to understand by clearly outlining your pricing structure and explaining how and why it corresponds to the caliber of the services you are offering.

5. Project your timeline and establish the teams deadlines

It’s usually best to divide your timeline into the project’s various phases for longer projects. You can briefly describe each phase’s deliverables and give a deadline for each one. This allows clients to regularly check in and give their approval at various stages of the project implementation process, keeping them informed and up to date on the project’s progress.

6. Gather related case studies and team introductions

Collect case studies that showcase your previously successful marketing projects. To give your client an idea of how you’ll effectively solve their problems, be sure to include case studies with issues similar to the ones they’re currently facing. The case study should clearly describe the issue faced by the previous client, the steps you took to address it, the deliverables you produced as a result, and the outcomes it produced, which improved the client’s performance.

Ask the team members who will help you with the project to give you a brief introduction of who they are and what they will bring to the table. Include their name and position, a professional headshot, and a brief biography of no more than 50 words about their relevant experience.

7. Create your cover page and table of contents

When you have written most of the proposal’s body, return to the proposal’s beginning and complete the table of contents and cover page. Your table of contents, which lists the document’s sections along with the page numbers for each one, should appear on the following page. Your cover page should include the following:

8. State your executive summary

Your executive summary ought to be a powerful introduction to your work and how it addresses their needs. Start with an introduction that details how your work relates to their needs. The positioning statement should then explain how your service will benefit them. Include a preview of what they will see in your proposal after that. Finish it off with a call to action that motivates them to launch your business.

9. Include a signature and agreement section

What the client should expect from you during this project, what you’ll expect from them, how their deliverables will be carried out, and the code of conduct you both agree to follow during your partnership should all be outlined in your final section. Add sections where you and the client will each sign and date the document.

Tips for writing a marketing proposal

To write a solid, compelling, and persuasive marketing proposal for your clients, use the following advice:

Focus solely on your clients needs

Although a portion of your proposal should concentrate on the successes and results you’ve achieved for previous clients, its primary content should put the current client before you and your company. They usually inquire as to how effectively you are concentrating on the difficulties facing their sector and how to address them. Do extensive research and keep the conversation focused on them and their current marketing objectives.

Stick to a consistent structure

Making a template with various sections already laid out so you can enter your information easily might be helpful. This expedites the creation of marketing proposals, keeps them organized, and makes them simple to review. Clients may find it easier to follow and more likely that they won’t lose interest in proposals with well-organized structures and sequences.

Carefully proofread and review the proposal

Make sure your proposal has all the sections you need to clearly frame your client’s issue and your suggested solution. Check to see if there are any sections that might seem superfluous and could be omitted. Check it for spelling and grammar mistakes to make sure it appears polished and well-organized enough to impress your clients.

Marketing proposal template

For your clients, use this template to create a compelling and pertinent marketing proposal:

[Title of your project]

[Description of your project]

From: [Your Name], [Your Job Title],

[Name of Your Company]

Date: [Current day, month and year]

Table of contents

Executive summary: [page number]

Solution: [page number]

Investment: [page number

Cost estimate: [page number]

Contract and payment terms: [page number]

Timeline: [page number]

Project team and introductions: [page number]

Case study: [page number]

Agreement and signatures: [page number]

Executive summary

[Name of Client,]

[Short sentence or two outlining how your business will assist the client in achieving their marketing objectives and enhancing the performance of their business]

[Brief statement previewing what will be in the marketing proposal]

[Finale stating how you have benefited prior businesses and will do the same for your client. ].


[Your name, title and company name]


[Project overview]

Problem statement

[Explain the issues your client is having with their industry and business. ].

Solution statement

[Explain in detail how your team intends to help your client]

Scope of work

[Highlight the work you plan to complete for your client]



[Describe each stage and service you’ll offer, along with the cost you ask for each service]

[Highlight your payment terms as well]

Project timeline

Phase 1: [Overview of services]

[Deadline from start to finish]

Phase 2: [Overview of services]

[Deadline from start to finish]

Phase 3: [Overview of services]

[Deadline from start to finish]

Introductions to the project team



[Brief biography]



[Brief biography]

Case study

Project: [Client Name]

[Project Name]

[Describe the client’s issue, how you resolved it, the key strategies you implemented to do so, and the outcomes you provided to help them overcome their obstacles.]

Agreement and signatures

[List the details of your contract]

[Explain whats expected of both you and the client]

[Client signature], [Current date]

[Your signature], [Current date]


What is included in a marketing proposal?

A marketing proposal is a thorough plan outlining possible advertising, marketing, and brand-awareness initiatives for a potential client’s company. It is written by a marketing firm or internal marketers, and it is addressed to company stakeholders.

How do I write a freelance marketing proposal?

Create a perfect marketing proposal in 10 simple steps
  1. Start with a template. …
  2. Show knowledge of their goals. …
  3. Set them up to win. …
  4. Show why you’re best. …
  5. Explain your fees. …
  6. Offer only a few add-ons. …
  7. Include a reasonable timeline. …
  8. Show what’s next.

How long is a marketing proposal?

And there’s no need to over-think it, Roberts says. Consider a marketing plan for small businesses as a way to tell a clear story that covers all the major components of your long-term strategy. The best plans can therefore be explained in 15 pages or less, so keep it short.

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