A good digital marketing plan can still lose the client if the presentation goes wrong. I have seen many vendor and student presentations. The same mistakes come up again and again. Here is a list of what not to do.
1. No coordination between presenters
Scenario: Two members of the vendor team are presenting. Presenter 1 finishes their part and closes the presentation. Presenter 2 then asks for the presentation to be opened again. The client sees this.
This shows a lack of coordination. If the team cannot manage a handover in a meeting, the client will wonder how the team will manage their campaigns.
What to do instead: Decide who presents which slides. Rehearse the handover. Keep one person in control of the screen for the whole meeting.
2. Not knowing the client’s business
Do not present a general plan that could fit any company. Study the client’s products, customers, competitors and current digital presence before the meeting. Mention their numbers and their situation.
3. Starting with tactics instead of objectives
Do not open with “we will run Instagram reels and Google ads”. First show that you understand the business objective, then the marketing objective, then the channels. A simple structure is the 6M model: Mission, Market, Message, Media, Money and Measurement. Read How to develop a digital marketing plan for a business.
4. No numbers
A plan without targets is a wish list. Show the budget, the expected reach, clicks, leads and cost per lead, and how you calculated them. Say clearly which numbers are assumptions.
5. Too much jargon
The client may not know what CTR, CPM or ROAS means. Explain each term the first time you use it, or use plain words.
6. Reading the slides
If you read every word on the slide, the client stops listening. Keep slides short and speak to the client.
7. No measurement plan
Tell the client how you will track results: which tools, which reports and how often. Clients trust a team that explains how it will be held accountable.
8. Running over time
Respect the time given. Keep time for questions. If you are given 30 minutes, plan for 20.
9. No clear next step
End with a clear ask: approval of the plan, the budget, a start date or the next meeting.
10. No technical check
Test the laptop, screen sharing, internet and video links before the meeting. Keep a PDF copy ready in case something fails.
Quick checklist before you present
- Roles and handovers rehearsed
- Client’s business researched
- Objectives before tactics
- Targets, budget and assumptions shown
- Terms explained simply
- Measurement plan included
- Time kept for questions
- Clear next step
- Technical setup tested
Also read Digital marketing agency pricing models.
A simple structure for a 20-minute client presentation
| Minutes | Section | Presenter |
|---|---|---|
| 0 to 2 | Team introduction and agenda | Presenter 1 |
| 2 to 5 | Client situation and business objective | Presenter 1 |
| 5 to 12 | Plan: audience, message, channels, budget (6M) | Presenter 2 |
| 12 to 16 | Targets, KPIs and measurement plan | Presenter 2 |
| 16 to 18 | Timeline and next steps | Presenter 1 |
| 18 to 20 | Questions | Both |
Try it yourself
- Write the client’s business objective in one sentence before you make any slide.
- Split the deck between presenters and write who controls the screen.
- Rehearse once with a timer and practise each handover.
- Ask a friend to note every term they did not understand, then simplify it.
- End your deck with one slide called “What we need from you”.
Common mistakes to avoid
- Two presenters sharing screens back and forth.
- More than one idea per slide.
- Showing a budget without expected results.
- Ending without a clear ask.
Frequently asked questions
How long should a digital marketing pitch be?
Plan for about 20 minutes of presentation and keep time for questions.
What should a digital marketing proposal include?
The client’s objective, audience, message, channels, budget, targets and how results will be measured.