Digital Marketing RFPs
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If you’re looking to request a digital marketing proposal from a company of your choice, it’s best to have an RFP. What is an RFP and how do you write one for agencies to reference? Read on to find out! Or, if you already know you need one, download our template below!

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What is a digital marketing RFP?

RPF stands for request for proposal, and it’s essentially a professional way to ask to work with an agency.

An RFP allows you to inform an agency about your business goals and expectations to allow them to determine if you’re a good client fit for their services.

When you submit an RFP, it’s like submitting an application to work with an agency. RFPs outline all the important information about your business, which allow agencies to decide whether or not they can serve you and help to accomplish your business goals.

Instead of simply asking for a digital marketing proposal from a company, an RFP, in reality, allows you to skip a step since you’re providing an agency with important information about your business up front. You’re providing them with everything they need to allow them to decide whether or not to work with you.

It also shows an agency that you’re serious about working with them, and want to provide a great first impression.

Why use an RFP marketing template?

Using an RFP marketing template makes your life easier in a few ways. An RFP helps you:

  • Save time creating an RFP
  • Outline and finalize project requirements with company decision-makers
  • Include all the necessary information for potential agencies
  • Receive accurate and informative proposals from agencies
  • Get easy-to-compare proposals, which can help you narrow your choices

It’s essential, however, to use an up-to-date RFP template. If you use an older one, you could end up referencing a document that generates a cookie-cutter RFP, which doesn’t generate helpful, detailed proposals from potential agencies.

When should you use a digital marketing RFP?

While you can use a digital marketing RFP whenever you like, an RFP offers the most value when you’ve decided to partner with an online marketing agency but need to evaluate your options. With a marketing RFP, you can get accurate proposals from every potential partner fast.

If you’re only thinking about working with an Internet marketing agency, but aren’t committed to the idea, wait to use a digital marketing RFP. You don’t want to invest your time completing and sending an RFP to agencies (as well as reviewing proposals) only to change your mind later.

What does this RFP marketing template include?

This RFP marketing template outlines the best way to request a digital marketing proposal from an agency. It covers 11 critical RFP points, as well as provides formatting and content suggestions to help you create an informative, easy-to-follow RFP.

The 11 points covered in our digital marketing RFP template include:

  1. Statement of purpose
  2. Company information
  3. Work to be done
  4. Reporting expectations
  5. Budget and incentives
  6. Terms of contract
  7. Remaining questions
  8. Decision points
  9. Decision schedule
  10. Points of contact
  11. Requirements for reply

Learn more about each of these points by downloading your free guide now or get a preview below!

11 points to cover in your digital marketing RFP

The 11 points every digital marketing RFP should feature include:

1. Statement of purpose

What it is: Describes the reason for your request to potential agency partners.

Questions to answer:

  • Why do you need a proposal?
  • When will you choose an agency?
  • Who is your point of contact?
  • What is the status of your digital marketing campaign?
  • And more

2. Company information

What it is: Offers helpful, essential information about your business.

Questions to answer:

  • What services or products do you offer?
  • What experience do you have with past agencies?
  • What short- and long-term digital marketing goals do you have?
  • And more

3. Work to be done

What it is: Explains what you want an agency to do for your business.

Questions to answer:

  • What should the agency accomplish on a weekly basis?
  • What do you expect from the agency on a monthly basis?
  • What do you want an agency to accomplish on an annual basis?
  • And more

4. Reporting expectations

What it is: Highlights your reporting and communication expectations from an agency.

Questions to answer:

  • How should agencies contact you or your team?
  • What communication method, like phone or email, do you prefer?
  • What kind of reporting do you require?
  • And more

5. Budget and incentives

What it is: Discusses your terms of payment, as well as any bonuses or incentives

Questions to answer:

  • What are your terms of payment?
  • What (if any) incentives or bonuses will you offer?
  • How will you approach contract renewals or expansions?
  • And more

6. Terms of contract

What it is: Describes the terms of contract.

Questions to answer:

  • When is the tentative start and end date?
  • Will you require a non-disclosure agreement?
  • What qualifies as grounds for termination?
  • And more

7. Remaining questions

What it is: Poses a series of questions to the responding agency.

Questions to answer:

  • Do you want to know the agency’s experience?
  • Do you want to know the agency’s background with your industry?
  • Do you want to know how long a campaign will take to drive results?
  • And more

8. Decision points

What it is: Explains how you will choose an agency.

Questions to answer:

  • What factors have the biggest influence on your decision?
  • Which factors are non-negotiable when it comes to selecting an agency?
  • What factors will hurt an agency’s chances?
  • And more

9. Decision schedule

What it is: Outlines your timeframe for reviewing proposals and choosing an agency

Questions to answer:

  • When is your deadline for accepting proposals?
  • How long will you take to review all your proposals?
  • When will you release your digital marketing RFP to potential agencies?
  • And more

10. Points of contact

What it is: Lists a point of contact for all agencies filing a marketing RFP.

Questions to answer:

  • Who is available and willing to serve as a point of contact?
  • What is their preferred form of communication?
  • How many individuals will you list as potential point of contacts?
  • And more

11. Requirements for reply

What it is: Outlines how agencies should format their replies or proposals

Questions to answer:

  • What kind of file, like a PDF, will you accept?
  • What outline should agencies follow?
  • How will you accept replies?
  • And more

In our free digital marketing RFP template, you can find the complete list of questions to answer, as well as helpful tips for making your RFP that much easier for agencies to reference. Download it now to get started!

Find the perfect digital marketing agency by using our RFP sample

A digital marketing RFP is a two-way street. It allows you to get valuable information that helps you to decide whether or not a digital marketing agency is right for you, and on the flip side, allows a digital marketing agency to decide if you’re the right kind of client for their offerings.

Overall, our digital marketing RFP can help you find your perfect digital marketing partner.

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