There’s no getting around it, writing a marketing proposal to win new business is not simple. It is, however, one of the best ways to convert high profile leads into clients.
The role of a marketing agency is to promote the products and services of others.
Unfortunately, most agencies struggle to market themselves. Writing and submitting marketing proposals is a monotonous process but that doesn’t make it any less necessary or worthwhile.
If you’re reading this, there’s a good chance you’re struggling to write effective proposals that secure new clients. Perhaps it’s as simple as not knowing how to present your ideas clearly and persuasively. Or, maybe the proposals you’re writing aren’t securing projects and your entire sales process is suffering from a low conversion rate.
The truth is, perfecting the process of writing marketing proposals is one of the most important things you can do to help your agency succeed. Landing ideal clients and securing the best pay for your work requires writing proposals and writing them well.
Marketing proposals should contain five elements, regardless of the complexity of your ideas for the project. By paying attention to the following steps, you’ll learn how to write persuasive marketing proposals for new clients.
1. Narrow Down the Problem Statement
You can count on your new lead’s problems being more complicated than they believe they are. If you can prove that you know what they need, you will win their business. Clarifying this should be the goal of your problem statement.
An effective problem statement informs your clients what they need without just repeating what they said they wanted. Find the root of their problems and offer short-term goals and long-term goals they didn’t know they needed. Position yourself as a near essential service.
Your problem statement should address the client’s real issues not just their surface-level desires. Sell yourself as a marketer. Don’t just restate what they told you. For example, if they say they want to drive more traffic to their website, tell them your strategy to make it happen.
Grab their attention by being upfront about their problems and make them feel like your agency will fulfill their needs rather than simply giving them what they want.
2. Present Your Solution
So, now your prospective client knows that you understand what they need. It’s time to position your agency as the best solution for their problems. Explain how your agency’s unique abilities provide a solution in a way that your competitors don’t.
Let them know that you can ensure the success of your plan. During this step, you are essentially selling them on your agency’s services. Details help you here so set up objectives, tactics, and metrics you'll use as well as a timeline. Don’t be vague about what your agency can do to fulfill their goals and needs.
3. Highlight the Benefits of Working With You
By this point, the client already understands that you know their problems and have the solution. This is where you really need to clarify why your agency is better than others.
Present a unique selling proposition that makes the benefits of your strategy clear. What do you do best? Explain the long term benefits of working with you, outlining the results and benefits that set you apart from your competitors.
Highlighting specific benefits makes your marketing efforts more persuasive and your marketing tactics more effective.
4. Give Your Price
By now, your prospective client knows you understand their problems and knows the strengths of working with your agency. At this point, you are in a good position to present the cost of your work.
Remember that prospective clients are less turned off by a higher figure if they are convinced you will provide quality service to help their company succeed.
What does hurt your chances of securing a sale is a vague and confusing price structure that leaves your client unsure about how much your services will cost in the end.
Do not obsess about undercutting your competitors. Provide details about what the client is getting for their money. Explain what each fee covers and be transparent and upfront.
5. Insert a Call to Action
Now that you have impressed them, it’s time to create urgency. You need to seal the deal.
Wrap up your marketing efforts with a direct call to action that pushes them to follow through and commit to your agency.
Simplify the process for your client. Make it as easy as possible for them to contact you so there is less chance for them to hesitate. Send a follow-up email or make a well-timed phone call to help move the deal forward.
Tell them exactly what they need to do to make your proposal a reality. Encourage them to finalize the deal and sign a contract. Let them know that as soon as those steps are completed, your agency can immediately get started addressing their problem.
Putting it All Together
Once the five steps of your marketing proposal are plotted out, you can package them in a well-written and concise way.
Remember, a poorly presented marketing proposal is worse than no proposal at all. If you do not positively present your agency, a potential client may be put off your services forever.
Each marketing proposal should be customized to the needs of the client but you don’t have to reinvent the process every time you write one. Save time and effort by creating your own marketing proposal template. Identify the strengths and weaknesses. Replicate what works and change what doesn’t.
Don’t let your competitors steal your ideal clients. Position your agency as the most effective choice for your prospective clients.