Digital Marketing RFP: How To Find the Right Agency for Your Business [+ Free Template]

Digital Marketing
Digital Marketing RFP: How To Find the Right Agency for Your Business [+ Free Template]
Article by Clara Autor
Last Updated: February 11, 2025

The key to hiring the ideal digital marketing vendor is to prepare a comprehensive digital marketing RFP (request for proposal) that leaves no stone unturned. A well-crafted RFP for digital marketing services ensures potential vendors fully understand your vision before submitting their proposals.

With the help of our experts, we’ll outline the key elements of this document and how to evaluate agency responses. We’ll also provide a free, downloadable digital marketing RFP template that you can use. Let’s dive in!

What Is a Digital Marketing RFP?

A digital marketing RFP (request for proposal) is a formal business document that companies draft to procure services of digital marketing agencies. The RFP organizes essential information to successfully outsource services and allows you to compare different vendors that send their bids in an RFP response.

The RFP process, guided by the document, provides an objective approach to evaluate and shortlist potential vendors. Digital marketing RFPs can be used to find a partner for one-off digital marketing campaigns or ongoing marketing services.

Explore The Top Digital Marketing Agencies
Agency description goes here
Agency description goes here
Agency description goes here

Why Is RFP for Marketing Services Important?

An RFP for a marketing agency streamlines and improves how organizations connect with potential vendors, as they provide all the necessary information in one document. Through digital marketing RFPs, you can outline multiple decision factors and provide aspiring service providers with company and project information. This helps digital marketing agencies identify which of their services would benefit you the most.

Other notable advantages of drafting a digital media RFP include:

  • Lower procurement costs: RFP is an integral part of strategic sourcing. It reduces the overall procurement cost by helping you find and evaluate the most suitable agency partner.
  • Head-to-head comparison of vendor experience: RFP responses contain each agency’s qualifications, past work, customer results, pricing, and other important considerations. These will help you gain deep insight into their capabilities.
  • Better transparency and fairness: You can send RFP documents to multiple qualified digital marketing vendors and ensure each one has a fair chance of winning the project.

What Should a Digital Marketing RFP Include?

Each digital marketing RFP should contain the following details to ensure process consistency and proper briefing to vendors:

1. Your Company Background

At the beginning of your digital marketing RFP document, you should write a clear, concise, and understandable summary of your business:

  • A brief history and mission statement
  • What your brand is known for and your unique value proposition
  • Business values
  • Key personnel and stakeholders
  • Links to your company website and social media accounts

This section gives agencies essential context about your brand, industry, and market position. A well-detailed company background ensures better proposals, more relevant campaign ideals, and a stronger foundation for a successful marketing partnership.

2. Audience and Competitor Details

Next, outline details about your target audience and their general attributes, such as:

  • Demographic information (gender, age, location, income, etc.)
  • Psychographic information (expectations, pain points, online behavior, etc.)
  • Ideal customer profile

You should also list your competitors: who they are, their strengths and weaknesses, and their brand identities. This helps potential agency partners craft campaigns that differentiate your business effectively and position it for long-term success.

3. Digital Marketing Targets and KPIs

Outline specific project objectives and the short-term and long-term goals you wish to achieve. Of course, these objectives should fit into your general business growth strategy. This provides agencies with a clear understanding of what success looks like for your business. Without well-defined goals, potential vendors may struggle to propose effective strategies.

Key performance indicators (KPIs) might include digital marketing metrics like:

  • Website traffic growth
  • Conversion rates
  • Lead generation numbers
  • Customer acquisition costs
  • Return on ad spend
  • Social media engagement
  • Email open rates.

4. Overview of Current Benchmarks

Along with targets and future goals, it's important to share your current marketing performance. This data will give potential suppliers a better idea of ideal solutions and the direction they should take when proposing a digital marketing strategy for your business. It will serve as a benchmark on which all future campaigns will be measured.

5. Budget

Agencies offer a wide range of services at varying price points, and without a defined budget, proposals may not align with your financial expectations. When you provide budget details, agencies can tailor their strategies and propose realistic solutions that maximize return on investment (ROI). Clear financial guidelines ensure a more efficient selection process and successful campaign execution.

6. Potential Roadblocks

Common digital marketing challenges include:

  • Regulatory restrictions
  • Internal approval processes
  • Competitive market conditions
  • Brand awareness challenges
  • Previous campaign failures
  • Limited in-house knowledge
  • Lack of presence on digital marketing channels
  • Seasonal demand fluctuations

Outlining these in your digital marketing RFP allows vendors to proactively plan for them and suggest realistic solutions tailored to your specific circumstances. Identifying these roadblocks upfront also prevents misunderstandings and ensures agencies create campaigns that align with your operational limitations.

7. Vendor Requirements

Defining key criteria will help you find agencies that align with your goals and provide what you need. By outlining these standards, you'll receive proposals from vendors with the right capabilities, ensuring a productive partnership.

Here are some examples:

  • Industry experience
  • Service capabilities (SEO, PPC, social media, etc.)
  • Your desired work hours/time zone
  • Familiarity with specific tools and project management systems
  • Readiness to work with other third-party providers like web hosts or marketing specialists
  • Availability for regular face-to-face meetings, weekly updates, etc.
  • Capacity to scale services as business needs evolve

8. Timeframe and Deadlines

Clear timelines help ensure smooth collaboration, timely adjustments, and realistic expectations for both parties. Agencies can set realistic milestones and deliver results within the required period. Without defined deadlines, your project may face delays or inconsistent execution.

These dates and deadlines can include:

  • The date of RFP document distribution to potential vendors
  • The period during which you will accept RFP responses
  • The date you will shortlist the most qualified agencies
  • The date you will announce or contact the winning vendor (and those that were not chosen)
  • The start date for the digital marketing project
  • Specific milestone dates for different parts of the digital marketing project (planning, content development, campaign launch, performance review, etc.)

9. Resource Availability

Summarize your capabilities or reliance on third-party service providers in terms of website hosting, web development, content creation, social media management, etc. You should also list all the software you are using, such as SEO tools, project management tools, analytics software, and so on.

With these details, vendors can propose strategies that complement your capabilities rather than duplicate efforts. They can make the most of your existing resources and ensure the smooth execution of new digital marketing campaigns.

10. Competition and RFP Selection Criteria

Your RFP should specify the types of agencies invited and how many are in contention. This helps vendors gauge their competition and refine their responses.

Clearly outlining selection criteria and the evaluation process also leads to more relevant and competitive submissions. For example, using a score-based system to assess experience, case studies, cost, cultural fit, and skills can reduce ambiguity and streamline decision-making.

Digital Marketing RFP Template

We've created this digital marketing RFP template to help you create your own — it contains all the essential fields and questions, and all you need to do is fill in the blanks. You can also download a copy of a free digital marketing RFP template to the right of this page.

Here is an example of a well-rounded digital marketing agency RFP template:

Statement of Purpose

  • Your company name
  • Why you’re requesting a proposal
  • Products/services that you provide
  • Current digital marketing performance
  • Timeframe for your new marketing project or campaign
  • Criteria for choosing the best agency
  • Due date for RFP responses
  • Your contact information

Digital Marketing Campaign Goals

Potential objectives include:

  • Increase site traffic by X5
  • Boost conversion rates by X%
  • Improve online reputation
  • Boost brand awareness
  • Generate leads
  • Increase email subscribers
  • Increase social media followers

Company Information

  • Company history
  • Mission statement
  • Company values
  • The products and services you offer
  • Past experience with digital marketing firms
  • Yearly company-wide goals
  • How digital marketing will help you achieve these goals
  • Your industry and market position
  • Your target audience
  • Your competitors
  • Potential obstacles

Deliverables

  • Daily expectations
  • Weekly expectations
  • Monthly expectations
  • Yearly expectations

Budget

  • How much money you plan to allocate for this project
  • Potential contract expansion
  • Potential contract renewal

Decision Timeline

  • Dates of RFP release
  • Reply deadlines
  • Consideration dates
  • Decision dates
  • Dates of contract negotiation

Agency Response Requirements

  • Agency introduction
  • Years in digital marketing
  • Growth since the beginning
  • List of digital marketing services and prices
  • Examples of digital marketing assets
  • Digital marketing case studies
  • Contact details for finalizing the contract
Receive proposals from top digital marketing agencies. It’s free.
GET PROPOSALS

Digital Marketing RFP Example

This RFP for comprehensive marketing services for the Metropolitan Mayors Caucus is a great example of a detailed document that clearly outlines the project’s goals, expectations, and selection criteria to attract the right agency.

How To Evaluate Responses for Digital RFP

Once digital marketing proposals start pouring in, ask these five critical questions to help you determine the right vendor:

  • Do they have the expertise and experience in the digital marketing channels you require? Full-service digital marketing agencies handle multiple channels and take an integrated approach to each, while niche agencies specialize in just one platform. Make sure your chosen vendor can deliver on channels that are important for you.
  • Have they worked in your sector before? It’s best to pick an agency with a track record in your particular sector or industry. This means they have likely encountered issues like the ones you’re experiencing and can apply their knowledge to help you solve them.
  • Does their portfolio include relevant successful projects? Agencies should be able to back their claims with case studies, client feedback, and industry awards — all of which should be relevant to your project goals. Look for these in their RFP response and evaluate them accordingly.
  • Can they work within your budget? The best agency will provide a cost breakdown and pricing structure within your budget. They will also suggest cost-effective strategies to maximize your resources without compromising the effectiveness of your marketing campaigns.
  • Are they a good cultural fit? It’s also important to find and work with a vendor whose core values and beliefs align with yours. An agency with a culture similar to yours can be an extension of your in-house team and create a flourishing collaboration.

Best Digital Marketing Agencies To Boost Your Business in 2025

These agencies can provide what you need, whether it’s driving more traffic, generating more leads, or increasing sales. Here are some of the best digital marketing agencies in 2025:

1. Favoured

[Source: Favoured]
  • Location: 2 Riding House St, London, London W1W, London, 7FA, GB, United Kingdom
  • Average Hourly Rate: $125/hr
  • Expertise: Advertising, Email Marketing, Search Marketing, Branding,

Favoured is an award-winning digital marketing agency. It creates comprehensive solutions that align your brand with your customers' needs and wants, resulting in better brand awareness and loyalty. Its experts are highly experienced in digital marketing and have worked on various projects, from small websites to full-fledged eCommerce platforms.

Favoured’s notable clients include Durex, Kodak, and Pho Cafe.

2. Content Spotlight

[Source: Content Spotlight]
  • Location: 563 Jessore Road, Calcutta, Calcutta, 700074, India
  • Average Hourly Rate: $20/hr
  • Expertise: Copywriting, Content Marketing and Digital Strategy, Search Engine Optimization, Website Design and Development, Social Media Marketing

Content Spotlight stays true to its name by producing content that will put your business center stage. A content and SEO service provider, this agency provides high-quality and original content for businesses that want to reach a wider audience without breaking their budgets. The agency specializes in various niches, from travel, lifestyle, health, and wellness to environment, science, and education.

Notable clients include The DreamHoppers, Luxury Retreats, and Telepresenz.

3. KODE DIGITAL

[Source: KODE DIGITAL]
  • Location: 353-3 Jalan C Y Choy, 10300 Georgetown, Penang, Malaysia., Penang, 10300, Malaysia
  • Average Hourly Rate: $40/hr
  • Expertise: Digital Marketing, Website Development, Creative Design

KODE DIGITAL's team consists of talented individuals with diverse backgrounds and skill sets. This results-driven digital marketing agency breathes life into ideas by thinking out of the box and producing show-stopping content and design. Whatever your niche, KODE DIGITAL can bring out the best in your brand.

Its notable clients include Penang Hill Corporation, UWC Berhad, and INCEIF.

4. Nvent Marketing

[Source: Nvent Marketing]
  • Location: 21725 N 20th Ave, Ste 101-102, #1026, Phoenix, Arizona 85027-2640, United States
  • Average Hourly Rate: Inquire
  • Expertise: Search Engine Optimization, Content Marketing, Paid Media, Direct Marketing, Website Development

Nvent Marketing is a top digital marketing agency known for delivering impactful results to businesses of different sizes. With a team of certified and experienced professionals, the agency develops tailored strategies to help clients achieve their goals and prioritizes long-term success.

Nvent Marketing’s notable clients include Canon, HP, and ReachOut.

5. Republica 45

[Source: Republica 45]
  • Location: Avenida da República, 45, 5º Esquerdo, Lisbon, 1050-187, Portugal
  • Average Hourly Rate: $65/hr
  • Expertise: Brand Strategy, Digital Advertising, Social Media Content Production, Corporate Websites, Customized Digital Platforms

With over 15 years of experience, Republica 45 combines strategy and digital expertise to create client-focused, goal-driven solutions. Committed to collaboration, adaptability, and continuous learning, the agency works closely with clients at every stage and builds strong partnerships to drive success in a fast-changing landscape.

Republica 45’s notable clients include Deloitte, Microsoft, and L'Oréal.

6. Made Simple Media

[Source: Made Simple Media]
  • Location: 52 York Cl, Southwater, Horsham, RH13 9XJ, United Kingdom
  • Average Hourly Rate: $60/hr
  • Expertise: Web Design, UX Design, SEO, Social Media

Made Simple Media is a digital marketing agency with all the right tools to help you take your brand to new heights. As its name suggests, it has a straightforward approach to business needs: to simplify strategies by providing clients with access to easy-to-use technology platforms.

Its notable clients include Respirex International, Brooklands Museum, and Horace Fuller.

7. Bright Pink Agency

[Source: Bright Pink Agency]
  • Location: 2825 N University Dr. Suite 350, Coral Springs, Florida 33065, United States
  • Average Hourly Rate: $175/hr
  • Expertise: Franchise Website Solutions, Web Design & Development, Website Rebuilds, Website Redesigns

Bright Pink Agency specializes in designing, developing, and optimizing websites for franchises, delivering creative strategies that drive measurable success. With 16 years of experience and a series of prestigious awards, it boasts a 100% franchise retention rate and over 1,190 local websites built. Focused on performance, functionality, and user experience, the agency helps businesses shine with results-driven digital solutions.

Bright Pink Agency’s notable clients include Hustle Butter, Tomorrow's Rainbow, and KidSafe Foundation.

8. WDL.Digital

[Source: WDL.Digital]
  • Location: Kemp House, 152-160 City Road, London, EC1V 2NX, United Kingdom
  • Average Hourly Rate: $100/hr
  • Expertise: Website Design & Development, Branding, SEO, PPC, Social Media Management, Business Strategy

WDL.Digital is a London-based agency that specializes in designing, promoting, and supporting organizations with creative solutions that leave a lasting impact. Focused on user experience, functionality, and aesthetics, it crafts visually stunning websites and marketing campaigns that drive engagement and results. The agency delivers digital experiences that keep clients top of mind for their target audiences.

Notable clients include Ennoidgy, De Luxe Short Stays, and AMS Compressor Services.

9. Brandignity

[Source: Brandignity]
  • Location: Naples, Florida 34103, United States
  • Average Hourly Rate: $50/hr
  • Expertise: Full-Service SEO, Social Media, Paid Advertising, Custom Web Design

Brandignity helps businesses of all sizes grow through data-driven strategies. Specializing in website design, ethical SEO, social media, and reputation management, it tailors solutions to each client’s needs. With a transparent and strategic approach, the agency ensures clients understand their marketing investments while effectively expanding their digital footprint.

Notable clients include Egan, The Spiegel Center, and RootSuit.

10. AlchemyThree

[Source: AlchemyThree]
  • Location: 9 Independence Ct, Concord, MA 01742, Concord, Boston, Massachusetts 01742, United States
  • Average Hourly Rate: $800/hr
  • Expertise: Managed Marketing, Websites & Maintenance, SEO, Design

AlchemyThree helps overwhelmed business owners confidently navigate digital marketing with expertly managed strategies. Specializing in customized marketing plans, the agency reduces stress by handling everything from lead generation to social media and online branding. With a dedicated team of professionals, it streamlines the process and saves clients’ time while driving measurable growth.

Notable clients include Eastern Clothing Company Inc., Harvard Community Unit School District 50, and Oliver Capital Management.

Digital Marketing RFP: Key Takeaways

The general guidelines for writing effective, detailed, and comprehensive RFP for digital marketing can also be applied to other industries or procured services like:

Regardless of the kind of RFP you need to create, don’t forget to involve all relevant stakeholders and members of your team, as they can contribute invaluably by providing information or insights that are vital for the success of your digital marketing project.

Get connected with the right digital marketing agency for your project.
GET STARTED

Digital Marketing RFP FAQs

1. What budget details should be included in the RFP?

Provide a budget range or expected investment to help agencies tailor their proposals with realistic strategies and cost-effective solutions.

2. How much time should be given for proposal submissions?

Typically, agencies should be given 2 to 4 weeks to research, strategize, and prepare a comprehensive response to your RFP.

3. How do I choose the right digital marketing agency from the proposals?

Evaluate proposals based on experience, strategic approach, budget alignment, case studies, and the agency’s ability to meet your specific goals and challenges.

Want to be Featured?
Contact our news team at spotlight@designrush.com