A proposal is the first real glimpse into how someone thinks.
It's your opportunity to understand whether a freelancer truly understands your business, your goals, and how they plan to help you get there.
Finding the right marketing partner isn't just about choosing the person with the most experience. It's about finding someone whose strategy, communication style and ideas feel like the right fit for your business.
Think of it like planning a journey.
Your brief is the starting point. Your business goals are the destination. The proposal should map out the route between the two.
No one wants surprises once a project begins, so a well-structured proposal should explain not just what they'll do, but why they're recommending that approach and what success could realistically look like.
Different freelancers may suggest completely different routes, and that's exactly what makes proposals so valuable.
Whether you're hiring for PR, social media, paid media, SEO, GEO (Generative Engine Optimisation), here's our checklist for choosing the proposal that's right for you.
1. Does it make you excited?
Forget experience for a moment.
Did you read the proposal and think:
"Yes. This feels right."
The best proposals don't just explain a plan, they make you excited about what your business could become.
2. Does it actually answer your brief?
A generic proposal is easy to spot.
Does it reference your business?
Your goals?
Your challenges?
The strongest freelancers spend more time talking about your business than their own.
3. Is the strategy clear?
You don't need every tiny detail planned before work begins.
But you should understand:
• why they're recommending this approach
• which marketing channels they'll prioritise
• how everything fits together
• what they'll deliver first
Whether they're recommending SEO before paid ads, PR alongside content marketing, or combining social media with GEO, the reasoning should be easy to follow.
4. Can you understand it?
Great marketers shouldn't hide behind jargon.
If you're constantly wondering what something means, ask.
A good proposal explains complex marketing ideas in plain English.
You should feel confident, not confused.
5. Does it define success?
Marketing isn't measured by activity.
It's measured by outcomes.
Rather than promising "weekly social posts" or "SEO optimisation", the proposal should explain what those activities are designed to achieve.
For example:
• increased website traffic
• better visibility in Google and AI search
• stronger brand awareness
• more qualified leads
• higher conversion rates
• improved engagement
6. Is the budget transparent?
A proposal should clearly explain:
• what's included
• what's optional
• what's outside scope
• how long the work is expected to take
You shouldn't be left guessing where your investment is going.
7. Does it answer your questions?
Think back to your interview or discovery call.
Did they address your concerns?
Did they answer the questions that mattered most?
If not, ask.
A proposal isn't the end of the conversation, it's the beginning.
8. Have they considered the challenges?
No campaign runs perfectly.
A great proposal acknowledges potential obstacles and explains how they'll adapt if things change.
Whether that's slower SEO growth, changes to advertising costs, or shifting campaign priorities, realistic planning is usually a good sign.
9. How will you work together?
Marketing works best when communication is clear.
Look for proposals that explain:
• how often you'll meet
• how progress will be reported
• who is responsible for what
• what happens next
The smoother the collaboration, the better the results.
10. Can you picture working with them?
Sometimes two proposals look equally strong on paper.
That's where chemistry matters.
Ask yourself:
• Do they understand my business?
• Do I trust their thinking?
• Can I imagine working with them over the coming months?
Often, your instinct is just as important as the finer details.
And then what?
Now comes the exciting part.
You've compared the proposals, asked your questions, and hopefully found someone who not only understands your business, but has a clear plan to help it grow.
The good news is that you don't need to be an expert in PR, social media, paid media SEO, or GEO to spot a strong proposal. You simply need to understand what success looks like for your business and choose the freelancer who gives you the most confidence in getting there.
Ready to find your next marketing specialist? Post a brief on Nibble and get matched with vetted freelancers across PR, social media, paid media SEO, GEO, and more. Get started here.
You are not simply checking qualifications. You are getting an early look at what collaborating with this person might actually feel like.
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