How to Write a Perfect Digital Marketing Proposal 101

Only three things are unavoidable: death, taxes, and the need for digital marketing. That’s probably why the digital marketing industry will be worth nearly $800 billion by 2026.

Whether you’re a digital marketing agency pitching to a client, or an in-house marketing team pitching to higher-ups, one thing remains true — you’ll need a winning digital marketing proposal.

In this 101 guide, we’ll cover the basics of digital marketing, how to build your own digital marketing proposal template, and best practices overall. Ready? Let’s go.

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What is Digital Marketing?

Digital marketing is about promoting and selling goods and services over digital and online mediums. This can include methods such as:

  • Social Media Marketing (such as Facebook, Twitter, Instagram)
  • Email Marketing (mass messaging on a platform such as MailChimp)
  • Search Engine Optimization (using SEO to boost traffic from Google, Bing, etc.)
Items on Desk Digital Marketing Proposal

Examples of Digital Marketing Campaigns

You can use these as a guide for yourself when doing specific campaigns with your clients:

  • A shoe company might create a social media campaign that encourages users to post pictures of their favorite shoes with a specific hashtag for a chance to win a free pair.
  • An email marketing campaign could be designed around a new product launch, where subscribers are given early access and discounts for being one of the first to purchase the product.
  • You could use SEO services to improve the ranking of a website on search engine results pages for relevant keywords or phrases related to the business’s products or services.

What is a Digital Marketing Proposal?

A digital marketing proposal is a document that outlines how an organization can use digital marketing techniques and tools to achieve its desired goals. It should include a detailed plan of action, including the strategies you will use and the estimated budget.

Digital marketing services can seem overwhelming. A proposal (internal or external) makes the decision-making process more manageable. Next, let’s go over how to construct a flexible digital marketing proposal template.

Top down planning digital marketing template

How to Write A Digital Marketing Proposal

Digital marketing is a fluid and changing field. That’s why it’s so rare to find a one-size-fits-all digital marketing proposal template — luckily, there are a few sections you should always include:

  1. Executive Summary
  2. Problem or Goal Explanation
  3. Strategy
  4. Budget
  5. Timeline
  6. Deliverables
  7. Staffing Plan
  8. Resource Requirements
  9. Appendix

Let’s go deeper into how you can build out this digital marketing proposal template for your own business.

Executive Summary

The Executive Summary should be a high-level overview of the proposal. It should include a brief explanation of the problem or goal being addressed, the proposed strategies, how they will achieve the desired outcome, and an estimated budget and timeline. 

This should be the last thing you write, but don’t slack off on it! Your clients/bosses are busy, and this may be the only thing many of them read.

Problem/Goal Explanation

The Problem or Goal Explanation should give a more detailed explanation of the issue or need being addressed. It should include information about the target audience, the desired outcome, and which digital marketing channels you’ll use.


The Strategy section should outline the specific tactics that you will use to achieve the desired outcome, including:

  • Social Media Marketing — this describes the types of social media channels that will be used, the content strategy, and the target audience.
  • Email Marketing — this includes what type of email content will be sent, how often you will send it, and to whom it will be sent.
  • Search Engine Optimization (SEO) — you could describe the target keywords and phrases and the methods that will improve website ranking.
  • Web Design and Development — this entails a description of the website design and the development process.
  • Copywriting — includes an explanation of the tone and style of the copy.
  • Public Relations (PR) — this should describe PR strategy, including the target media outlets and key messages.
  • Marketing Automation — describe how you will use marketing automation to improve efficiency and effectiveness.
  • Campaign Planning — this should include a high-level overview of the overall marketing campaign, like the target audience and core focus.


The Budget section should include both a projected cost for the entire digital marketing campaign as well as a breakdown of the expenses for each individual tactic. It is important to note here that you should always ask your client for their budget first so that you can create a proposal that aligns accordingly.


The Timeline section should provide a projection of how long each project phase will take. It should include specific tasks, deadlines for completing those tasks, and any milestones significant to the project.


Deliverables are the specific products that you will complete on this project. They could include:

  • A new social media campaign with weekly content updates for six weeks.
  • An email marketing campaign that sends out 2-3 emails per month for six months.
  • A weekly blog post for 6 months.

Staffing Plan

The Staffing Plan section should provide a breakdown of which staff members will be responsible for each deliverable covered in the proposal. This can include employees’ job titles, proposed salaries, full names, company affiliations (if relevant), and responsibilities on the project.

Resource Requirements

Resource Requirements may dictate certain requirements or considerations regarding budget and timeline. For example, if a graphic designer is needed for the project, the budget would need to account for that expense. The timeline may also need to be adjusted to allow for enough time to complete the necessary work.


The Appendix section can include any other relevant information you didn’t cover in the proposal. This might include case studies, previous work samples, or letters of recommendation from clients.

Digital marketing proposals can seem daunting, but you can create a tailored proposal for your specific client and their needs by following these guidelines. And remember, always be prepared to make changes based on feedback!

Need Help?

Too many proposal software options? Not enough time? Let us help!

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Best Practices for Writing a Digital Marketing Proposal

There are a few key best practices to keep in mind when writing a digital marketing proposal:

1. Start with a Summary

Begin your proposal with a summary that outlines the main points of your plan. This will give the reader a quick overview of what to expect, and it can also be used as a way to hook them and make them want to read more.

2. Be Concise

Digital marketing proposals can be long and detailed, but you don’t need to include all of the information in order to sell your idea. Keep your points clear and concise, and go into as much detail as you need to; that could include how much it will cost and why it is effective.

3. Layout Your Plan

The layout of a digital marketing proposal can make or break its success, so be sure that you keep things organized throughout the process by following a clear structure. This means having a cover page, table of contents, and a detailed plan of action with sections for each strategy used and their corresponding budget estimates.

4. Use Data from Research

To ensure that your plan is effective, do extensive research about similar strategies done by other businesses in the same industry as your client. Use data gathered from these sources to make your proposal as detailed as possible and give it a personal touch by including numbers and previous examples of results. Sprinkle statistics and facts throughout your proposal to provide it with more strength.

5. Proofread, Review, and Validate

Before giving your digital marketing proposal to anyone, be sure that you proofread for any spelling or grammatical errors. Make sure the plan makes sense and is clear to follow, and then go over it with colleagues or friends who may have different perspectives before presenting it to someone important, such as your client or boss. Finally, ask them if there is anything that they would like changed about the plan. 

Social Media Icons on Smartphone Digital Marketing

Master Digital Marketing Proposal Templates Today

Here at Pure Proposals, our goal is to help you streamline the proposal process so that you can get to work faster. Our PandaDoc certified professionals will leverage and modify any digital marketing proposal template to your needs so that you can get back to working on what you love.

Contact us today to learn more!

PandaDoc Free Trial

Try PandaDoc for free! Start building your templates and send out your first proposal today! * No credit card needed.

Frequently Asked Questions

What’s included in a digital marketing proposal sample?

No two proposals for digital marketing services are alike. However, any digital marketing proposal example will include an executive summary, problem statements, strategy outlines, budgets and timelines, and staffing and resource requirements.

Can I use a digital marketing proposal template?

In short, yes. There is no reason to reinvent the wheel when you can start with a template and modify it as needed. However, you should always tailor your digital marketing proposal as much as possible to make sense for the client and their needs.

Where can I get a free marketing proposal template?

PandaDoc offers a variety of free templates for digital marketing services. You can find:

And beyond! They also come in different formats — you can send your clients a digital marketing proposal PDF, doc, or webpage; whatever they prefer.

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