A Recent Marketing Proposal

Below on this page, you will find a proposal that we recently made to a client. As you will see in this proposal, we are looking out for the best interests of both ourselves and our clients. We aim for straightforward communications and win-win situations for all concerned. We feel that this is the best way for us to conduct business because this helps ensure profits and longevity for everyone involved.

I hope to be making a similar proposal to you in the near future!

The Proposal:

Here's my thinking on how to proceed on this marketing campaign:

First we start out with a pay-per-click (PPC) marketing campaign - I estimate that 3 months might be a good timeframe to shoot for in terms of enough time to give a decent evaluation period. I will set all of this up under my account where I already have PPC campaigns set up. I will charge you $1.00 per hit to set all of this up and get hits coming into your new website. To pay me for setting up and running the PPC campaign, I plan on being able to make money via paying less than $1.00/hit myself and keeping the difference, but depending upon the reality of the situation, we may need to adjust this per click figure upwards if that is what is required to get you into good position during search results.

We have a max budget based upon whatever figure you decide is reasonable for trial marketing purposes. My initial thinking for the budget is to set it up for preferably at least twice the amount that you would pay to a salesman for selling a small contract for you. I would like this figure to be at least $500 so that we can have a reasonable chance of success, and I can make at least $250 for my efforts. After the campaign, we can then tie web performance in relationship to salesman performance. Is it more or less expensive to sell on the web via a pay-per-click campaign than it is to pay a salesman - or to pay the Yellow Pages? Good questions, eh?

If we don't have a sale (hopefully there will be multiple sales!) after spending the $500, we probably need to consider the possibility that it may not be worthwhile to mount a profitable pay-per-click campaign - possibly. We can regroup and rethink other possibilities if this turns out to be the case.

(A bit of education: What I was thinking about before was Website Search Engine Optimization (SEO), which is very time consuming, labor intensive, and expensive. It's great however, because what it does is to get your website in good shape so that when people search for terms that relate to your business, they'll hopefully find you naturally via the search engines without paying for the hit in a PPC campaign. I feel that this is important (critical really) to do for any website, and you can spend as little or as much as you are willing to spend in order to set your website up in this manner. So, regardless of anything else, I think that you should do this with your website to whatever degree that you find reasonably affordable to spend for the effort, but more on SEO later...)

Ok, now that you know a little about SEO...

Assuming the PPC campaign goes well, there are sales, and it appears worthwhile, I suggest that we continue PPC into the forseeable future as long as this remains profitable:

Option 1:

We continue the PPC campaign at .50/hit for another 3 months while I do the full SEO work on your website. After the SEO work is complete, we continue the PPC campaign (or not), and you pay my PPC cost instead of the .50/hit cost. I could turn over the PPC campaign to you at this time if you want, or I can continue with it and tweak it as you desire for $35/hr.
I would get $0.50 per hit for all "natural" search engine hits (hits that occur outside of any PPC campaign) for the next 7 years, starting as soon as I start on the SEO work, with no lower or upper limit on the number of hits or revenue generated. This is a gamble for me obviously, because outside of the extra money that I'm making with part of the $1.00/hit for 3 months, I'm only getting paid based upon the performance of my completed work, and it will entail a substantial amount of work to complete.

The payoff for me will be in the continuing revenue stream based upon the work that I do, and that revenue will probably only start paying after about 3-6 months down the road. It is a gamble for you too, because if I do a really good job, you'll get lots of hits and pay me accordingly; however, since we will have already proven the viability of sales via visits to the website from the PPC campaign, you should also be getting a lot of business streaming in from those hits. So, it's not really much of a gamble for you as I see it: you're not paying much for the work up front, and only paying for results that have already proven to lead to sales.

And, another advantage to us both from this Option 1 - since I'll continue to earn revenue from those hits, it will be very worthwhile for me to continue my efforts to improve your website's search engine performance well into the future. The options for search engine optimization of websites is almost endless.

Option 2:

We continue the PPC campaign (or not), and you pay only my cost instead of the .50/hit cost. I could turn over the PPC campaign to you at this time if you want, or I can continue with it and tweak it as you desire for $35/hr. I do the SEO work on your site (or not) for $35/hr as you like, with no future commitments for either of us.

Well, that's my thinking on the potentials for this project. The only concern is if we can get you well positioned on PPC searches for no more than $0.50/hit so that I'm making some money during the times when I'm charging you $1.00/hit. If we need to pay more than $0.50/hit, we'll need to adjust my $1.00/hit figure upwards so that I'm getting paid at least $0.50/hit for my efforts to build and run the campaigns.

I'll need the budget money in advance for each month, since I'll be charged for this right away. Please make your check payable to "Specialty Products, LLC".

Email or give me a call and let me know what you think, or if you have any questions.

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