As a digital marketer, you are probably involved in proposals and sales pitches on a regular basis. We understand that perfecting this strategy can sometimes feel like shooting in the dark. We’ve asked a panel of expert digital marketers to weigh in with their top tips for pitching digital marketing services and we hope this can help you refine your existing process to win more customers.
- Build your portfolio
John Bertino of The Agency Guy advises “It is essential to have a portfolio of completed work. Additionally, you should devote the same amount of effort to developing your portfolio as you would to a client assignment. Credibility is established by your portfolio.
However, if you do not always have an ideal example of your work, this should not discourage you from pitching for work that excites you. Consider whether you can supply a sample to the prospective client. Occasionally, they simply require proof of your abilities.”
- Don’t criticize their existing brand
Neisha Vitello of Brand Socially states “Don’t criticize the client’s current logo, social media efforts, or current agency in order to make a point as to why you are better. The potential client knows they need you or they wouldn’t have called. Just focus on effective tactics you have used recently, speak to current trends and let them know how you will help them reach their goals.”
- Solve pain points
Diamond Frandsen of InterCoastal Net Designs says “I pitch our marketing agency as always being able to solve at least 1 if not 2 of these pain points for potential clients in the first 6 months of joining our agency:
- Useless or overspending in Google PPC accounts. Our agency is a Google Premier Partner and each member has multiple certifications in ad services.
- A full SEO audit of their website completed by a team member not a robot. This audit acts as a springboard towards mapping out a plan to optimizing their site to improve search rankings.”
- Provide testimonials
YY Lee of Zoewebs advises “Testimonials and good reviews from different authoritative platforms are the best ways to show your expertise. Also, it’s worth while to show your authority if you’d been invited as a guest speaker to share particular topics about digital marketing.”
- Build your reputation first
Shanna Smith of Blackwater Online Management says “Be visible to your potential clients. Be active on social media, in facebook groups, on instagram posts, answer questions, engage with people and share your knowledge. Your ideal client cannot find you if they don’t even know you exist. Build your reputation as a problem-solver and you will be growing in no time.”
- Have an effective presentation
Bogdan Krstic of RepairSprout states “Keep your slides simple and concise. A new client or investor wants key information, strategies, and ROI. Also, keep your audience in mind. No matter if your proposal is internal (current clients) or external (potential new clients), make sure your slides are tailored to your audience and how they prefer to consume information. A digital marketing proposal involves a lot of numbers. Utilize charts, graphs, images, and other graphic elements. Don’t forget to provide actionable takeaways at the end of your presentation. Include contact information or instructions for launching a project.”
- Provide data driven solutions
Jonathan Lemer of The Brains Marketing says “We always approach potential leads with something that we can prove can help their business in some way. Whether it’s enhancing their lead generation strategy or boosting their search engine rankings, we know that it’s vital to provide data-driven solutions that can guarantee ROI.
We know from experience that you’re already on the back foot when approaching new clients, so providing solutions to their pain points is always the first thing we look to do.”
Paul Ramkissoon of Consult PR states “Ensure that you use a needs based approach to whatever custom plan you put together for a client. Then it’s important to remain nimble and flexible, avoiding long term contracts whenever possible. Add to that regular measurements with granular and transparent reporting and you cannot go wrong.”
- Know your audience
Charlie Worrall of Imaginaire advises “As a digital marketing agency/service provider, most of the time you’ll meet with people who have little to no idea about what this kind of marketing is, how it works or what’s needed. If this is the case, then of course the benefits of your services are the main point of your pitch.
Explaining, ‘It’s all about increasing traffic to your website, improving conversion rate and seeing an increase in the number of enquiries you get’ is an example of the lines that you’re likely to use in that sort of meeting. Mentioning the effect that you’re going to have on the client rather than how you’re going to do it is often much more effective. Now it’s definitely worth touching on the ins and outs of how you’re going to do this, but more often than not, we find that the attendees of the meeting like to hear a summary of the work but don’t care for any details.
However, there is the chance that the other person you’re meeting with knows a little about the digital marketing world. You may be going after bigger clients and most of the time, clients of this size will have a marketing manager. This means that they’ll have a little more knowledge on the subject than most. So, they’ll be expecting more details around how you’ll be benefitting them and their business.”
- Make it personal
Andréa Jones of OnlineDrea says “Use video! Early in my career, I realized adding personalized videos to my pitches helped me stand out from the crowd. It added personality in a way that showcased what it’s like to work with me, created instant connection, and offered a place for me to talk about how I work.”
In conclusion, when it comes to perfecting your proposals and sales pitches we recommend doing the leg work and establishing your portfolio, testimonials as well as a personal brand of authority ahead of time. When you connect with your prospective clients, solving pain points using a customized approach that speaks to your audience, backed by data, is an effective way to help win more clients.