Five elements to include in a request for proposal

18 August 2023 Consultancy.com.au 3 min. read
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With the sheer number of digital marketing agencies to choose from, it is important for clients to adequately asses the landscape in order to land the partner of their dreams. One key step in the selection process is the Request for Proposal (RFP). Jill Marriott from Beeby Clark+Meyler outlines five elements that a successful RFP must include.

1. Assessing current strategy

The first step in creating a successful RFP is to assess your current marketing strategy. This means looking closely at what’s working and what’s not working in your current marketing efforts. By doing this, you’ll be able to identify the areas where an expert digital marketing agency can have the biggest impact.

Whether it is improving your social media presence, optimizing your website for search, or changing your content marketing strategy, an agency can help you achieve your goals faster and more effectively.

Jill Marriot, Account Strategy Group Director

2. Identifying the right partner

Finding the right digital marketing agency partner means being able to express your precise needs and requirements. This starts with understanding your own business goals and objectives and then aligning these with the agency's expertise and experience.

Whether you need a partner with deep expertise in a specific vertical, or robust programmatic experience, being able to clearly articulate your needs is essential for a successful partnership.

3. Deciphering agency team structures

Every digital marketing agency has its own unique team structure, with different specialties and areas of expertise. Understanding how their account strategy and media teams are structured or how their paid/organic search teams work together are examples of understanding how you will be supported. By doing so, you'll be able to identify areas of potential conflict and ensure that all team members are aligned with your business goals.

4. Demystifying agency fees

Digital marketing agency fees can be complex and confusing. With ad serving costs, tool charges, and other expenses, it’s essential to understand what you're paying for and how it impacts your overall budget. A good agency will be transparent about its fee structure, providing clear explanations and ensuring you understand the costs of different services.

5. Navigating technology compatibility

Different digital marketing agencies use different technologies and tools. It’s crucial to find an agency with experience with the tools you're currently using and who can work within your existing technology stack, or that can transition you to a solution that better meets your needs. Agencies who rely on proprietary tracking solutions can result in being locked into a single measurement solution and limit your ability to scale or pivot as needed.

At the end of the day, crafting an effective RFP for a digital marketing agency means being precise, and clear, and giving potential partners the information they need to effectively assess your business needs and create customized solutions.

The five key elements outlined above: assessing current strategy, identifying the right partner, deciphering agency team structures, demystifying agency fees, and navigating technology compatibility, are crucial for finding a partner to help you reach your business goals and thrive in an ever-changing landscape.

With a carefully crafted RFP, you can ensure that you find a partner who is not just an expert in digital marketing, but who is aligned with your vision, understands your business, and has the capabilities to help you achieve your goals for the long term.