This is the benefit of education and/or the benefit of working for someone else for a while. You get to learn from some people who have been around and know the foundations of marketing. And a foundation is what you are missing here - you are creating a proposal that consists of a bag of tactics, and you don`t seem to realize the problem here.
Small business owners have a great deal of trust in vendors/contractors. A great deal of trust. They rely on you to steer them in the right direction. And unfortunately some have not been treated in a trustworthy manner. It is very difficult for me to have to tell a client that the $2K website they just bought 6 months ago is useless for their marketing purposes. This is a very uncomfortable conversation! And yet, this is the end result of using a bag of tactics and "taking a stab" at the problem when you don`t fully well know what you are doing. In the end, the owner is left with a project that either didn`t work or (worse yet) was harmful to the company ... and there is no way in hell they are going to recommend you to someone else after their own poor results.
You would honor your client`s time, money, and hard work by working with them to create a true marketing strategy from the get-go. If you don`t know marketing strategy, don`t toss a bunch of tactics at the problem ... work with someone else you can learn from, do some core research, or something. Your clients trust you, so don`t blow that relationship by not being able to help them with the big picture of their business (or at least being able to bring in someone who can).
There are some things you can get away with under JoeJustin`s summary ... such as, perhaps a programmer knows CFM better than PHP, yet bids a PHP project anyway. This can be picked up on the fly if someone already knows other programming languages.
But the ability to create a marketing strategy and a be a big-picture thinker ... this comes with time, experience and knowledge. This is not something you want to just take a stab at, when people are trusting you and their livelihood depends on it. A failed campaign doesn`t just mean that marketing budget blown ... it means that the company has not brought in projected revenue during that time period -- a cash flow situation that could very well destroy a new business in as little as 6 months.
As an example of all this, these questions can not be answered:
* What tactics can I use to increase word-of-mouth referrals?
* Would an email marketing campaign be useful? How?
You have jumped straight into the middle of the marketing plan instead of at the beginning. The beginning starts with the business plan and the target market; runs through a systematic approach for identifying, planning for, and tackling each target market; and lands squarely in a system to identifying the effectiveness of the marketing efforts.
I don`t think I am entirely unique in my holistic view of marketing ... but I do think it`s something we need more of lately.
I know I have come down particularly hard on this post ... but it is probably because your services overlap with mine so I take particular interest in the topic. You are also coming here to ask for help with your clients ... not a business owner coming here for help with their own marketing goals or website. I feel it would be a disservice to simply do your job for you. Instead, I feel like I am doing my job better if I point you in the right direction. It makes my industry better as a whole if we simply all stop throwing a bag of tactics at complicated problems.