Digital marketing can cover channel strategy, paid campaigns, email, content and measurement. A useful proposal names the audience, the offer and the next action you want a customer to take, then explains which channels will support that goal.
Define the work behind the channel names
“Manage our marketing” is difficult to price. Separate planning, production, campaign operations and measurement so you can see what the professional will actually deliver.
- An audience and offer review, with a reason for choosing each channel.
- A schedule of campaign assets, landing pages or emails, with approval responsibilities.
- A measurement plan covering account access, conversion tracking, reporting and the next review.
Questions for a marketing professional
Ask how they would test a channel before increasing spend and how they separate advertising results from other demand. Request examples of creative work and reporting, with client-sensitive details removed. Confirm who writes copy, produces visuals and updates landing pages; these responsibilities can otherwise fall between suppliers.
Understand the marketing budget
Professional fees, advertising spend, design, video production and software are different costs. Request a separate line for each, plus any setup charge and ongoing commitment. Compare proposals over the same period and ask how unused budget, changes and campaign pauses are handled. A larger media budget is not a substitute for a defined test and a useful offer.
Example digital marketing brief
“We sell online workshops to small business owners. We need a three-month acquisition plan, one landing page brief and two campaign concepts. Please separate your fee from media spend and production. Explain the tracking setup, the first test, the approval schedule and how you will decide what to change at the monthly review.”
Account ownership and handover
Keep business accounts under your organisation’s control and grant role-based access. Agree where assets and reports are stored, who can approve spending and what is handed over when the engagement ends. Record the limits of any forecast and review results against a documented baseline.
