'How To Prepare A Complete Digital Marketing Proposal' is a question that I get asked a lot. As a Digital Marketer, I have prepared countless proposals for clients all around the globe. However, I still find it a daunting task to make a comprehensive proposal whenever a new client enquires' for our service. I used the word ‘daunting’ because each proposal is different and should cater to the specific sector the client operates from. One has to consider aspects like nature of business, the audience to be targeted, competition and the overall exposure of the support staff that will be managing their marketing activities in the digital domain.
Even if the stakeholders are familiar with how digital marketing works, it is a constant struggle for marketing managers and business owners to finalize on the aspects to be included in a commercial proposal. This blog titled ‘How To Prepare A Complete Digital Marketing Proposal’ is my take on a few pointers that should be included in a proposal.
HERE’S WHAT YOU SHOULD INCLUDE IN A COMPLETE DIGITAL MARKETING PROPOSAL:
1 ORGANIC SEARCH MARKETING INPUTS
2. CONTENT MARKETING STRATEGY TO BE FOLLOWED
3. SOCIAL MEDIA MANAGEMENT
4. SUBSCRIPTION PROGRAM
5. LEAD NURTURING CONCEPTS
6. PAID SEARCH MARKETING STRATEGY
7. PAID SOCIAL MARKETING STRATEGY
8. DISPLAY CAMPAIGN SUGGESTIONS
9. CREATIVE DESIGN AND DEVELOPMENT STRATEGY
10. ANALYTICS AND OPTIMIZATION
Let’s dive into the finer details of each aspect to be included in a complete digital marketing proposal.
ORGANIC SEARCH MARKETING INPUTS:
Organic search is about optimizing the web presence of a brand/business for maximum exposure on various search engines. The basic activities in Organic Search Marketing include:
• Identifying the user intent
• Keyword Research for content development
• On-page & Off-page optimization
CONTENT MARKETING STRATEGY TO BE FOLLOWED:
Content Marketing is based on generating content that answers the basic questions and needs of your customers. Some examples that could be worked on for a brand include:
• Educational content
• ‘How to’ articles
• Optimized blog posts
SOCIAL MEDIA MANAGEMENT:
Today, almost all brands have figured out the importance of being a part of major social media platforms. A dynamic social presence can catapult a brand’s identity in the form of increased reputation and familiarity along with the opportunity to influence buyers in an ever-expanding world of social media. The top four social media channels to focus your efforts on include:
A subscription Program is a series of online campaigns focused on sharing useful, relevant content that can build trust with a prospect and in turn get permission to market further by collecting email addresses. Options Include:
• Blog / Newsletter Subscriptions
• Content offers
LEAD NURTURING CONCEPTS:
We should recognise that people go through different stages before making a decision as they research and interact on various channels to get more idea about your product. This requires different marketing actions to be deployed in a time bound manner. As one gets to learn more about the leads over a period of time, constant iterations would be required to personalize messages based on the collected data. Options Include:
• Follow Up marketing to nurture the leads for sales readiness.
• Retargeting email/phone database on social media(Custom Audiences)
PAID SEARCH MARKETING STRATEGY:
Paid search marketing or more commonly known as search ads are the PPC (Pay Per Click) ad campaigns that are run on major search engines. Search PPC campaigns are deployed to target individuals who show an interest and is based on their search characteristics/behavior on major search engines.
PAID SOCIAL MARKETING STRATEGY:
Social campaigns are carried out focussing on people who are most likely to become prospects, and ultimately, happy customers.
DISPLAY CAMPAIGN SUGGESTIONS:
To increase the reach of a brand and their products, use various media properties like the ones mentioned below to attract the potential audience groups.
• Media Websites
• Trade Websites
• Niche Websites
• Other portals
CREATIVE DESIGN AND DEVELOPMENT STRATEGY:
This part involves developing all necessary digital marketing collaterals required for running the activities successfully. Here a few aspects that are going to be absolutely mandatory:
• Ad Copy
• Landing Pages
ANALYTICS AND OPTIMIZATION:
Tracking all the activities of a campaign is vital as anything that can be measured can be improved. To optimize the performance of campaigns consistent testing needs to be done on an ongoing basis. This could be achieved by the following:
• Conversion Tracking
• Channel Optimisation
• Creative Optimisation
• Landing Page Optimization
The above-mentioned factors may not cover all the activities that can be included in a digital marketing proposal. But it will give an overall idea of the areas that needs to be considered. The parties involved need to look into the intricate details of each specific activity and finalize on a suitable proposal. Hope this blog on ‘How To Prepare A Complete Digital Marketing Proposal’ was of help. Feel free to share your thoughts in the comments section below.