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Write a Winning Social Media Proposal with this Free Template

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Whether you’re an agency-side or freelance social media marketer looking to land new clients, a social media proposal is the first step towards gaining new customers. This important business document shows your prospects what social media-related services you offer and how you can help them achieve their goals. 
Creating and presenting a proposal might seem time-consuming at first but it’s essential for increasing your business. We made it easy for you to turn prospects into customers with a winning social media proposal.
This guide teaches you all about what to include in your proposal to be convincing and assertive without being salesy. Then you can showcase your social media marketing qualifications, expertise and goals by downloading our free template (includes a pdf, a power point presentation and a .key document). Get ready to impress your new accounts!
Here’s what we’ll cover:
1. What even is a social media proposal?
2. How to write the perfect social media proposal
Introduce yourself and/or the team | Present the issues & solutions | Set goals | Create a timeline | List your pricing & terms of service | Add a call to action & testimonials

What is a social media proposal?

I bet you have lots of ideas you want to pitch to your client, from design to actual content calendar ideas. You know what emojis you want to use, and you’re already imagining your digital marketing strategy. That’s awesome! But scattered thoughts don’t make a good pitch. This is where a business proposal document comes in. 
A social media proposal formalizes your strategic suggestions and crystalizes them into a single piece to send to your potential client. This isn’t a legal document, just a summary of what you’ll make happen for your prospect if they become your client.
While it isn’t a social media contract, it should include the timeline and pricing of your social media marketing services. The proposal document is the next logical step after meeting your potential client for the first time and doing some research on the industry, company, and brand.

 

But wait, why do I even need a social media proposal?

Nowadays, agencies must be prepared to demonstrate that they understand each client and their needs. It’s important to discuss goals and maintain transparency at all stages because many traditional agencies fail at it. Digital has transformed the way we communicate. Unfortunately, plenty of agencies do it in the same old way, which gives you the opportunity to stand out of the crowd and shine.
You never know when you’ll meet a prospect, and need to follow up within 24 hours. Having a social media proposal template at the ready is a game-changer. It helps you save time and keeps your focus on getting new clients. Since it’s easily customizable, a proposal template gives you the much-needed structure and enough flexibility to fly through this process.
Ready to land more social media management contracts?
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How to write the perfect social media proposal

Winning a client requires a lot of dedication and work. You should have a very good understanding of your potential client before you roll up your sleeves and start writing your social media proposal.
Ask about their objectives, main focus and brand messaging. Then align their goals with the industry benchmark to make sure you manage their expectations. Assess their services, products and target audience to be able to outline the best strategy for them and get the best results.
Here’s a short list of FAQs to answer about your client before you start creating:
  • What type of content are they publishing?
  • What platforms are their competitors using?
  • How engaged is the audience?
  • What would work for your client?
With all of these considerations in mind, here’s what to include in your social media proposal:

1. Prove you’re the right fit

Start with a personal message to show what sets you apart from your competitors. Outline previous clients and services you’re offering. Think back to your most successful projects from past years — it’s the perfect moment to share the story about how you started, your core values, and introduce your team members.
The potential client has to get a glimpse of who you are and understand if you fit. So focus on answering these 3 basic questions:
  • Why you? What can you offer that competitors don’t?
  • What are your core values? What do you value in your collaborations? What will you never compromise on?
  • What experience recommends you? What have you achieved in the past that makes you a perfect match for your potential customer?
Here’s a social media proposal introduction example you can steal and make your own:
Hey, Jamie!
I’m Vlad and I’m here to help superpower your social media efforts. 

 

At [agency name] we partner with brands and experts across the world to create a full digital experience. An agency built for today. We live and breath social media.
We’re writers, entrepreneurs, photographers, designers, strategists, data geeks, and comics.
Curious where this is going?
Keep scrolling and let’s build something amazing together.

PRO TIP: Introduce your team

Clients don’t pay for ideas or pretty words. They pay for implementation, which comes from the whole social media team. This includes designers, social media marketers, business development, email marketers and account managers. The account manager will send all the details of their work, but it helps to establish a personal touch by adding a short description for each person, role, picture and past work/clients.

2. Pinpoint the issues

Address your client’s concerns heads-on. What’s the biggest business challenge they have? It can be multi-faceted: website, brand, social media presence, engagement with the audience, customer acquisition strategies. It could also be related to a specific campaign, product launch, announcement they’re preparing for the next year or month. Some of the concerns your client can have:
Your prospect’s challenge can be as specific or as broad as possible. Our workflow for the social media proposal will focus on suggesting the best solutions to solving these issues.
  • Identify the challenge
  • Present your solution
  • Establish goals
  • Time & effort implied
  • Measure & track results

PRO TIP: Outline the solution

It’d be easier to just outline the issues and call it a day. But you should really go the extra mile with your social media proposal if you truly want to win over new accounts regularly.
Focus on the plan of action and the responsibilities your team will take on. You can mention the different social media-related tasks you’ll set for yourself, such as:
Additionally, you can be more specific with each item, and mention the quantity of the deliverables, for example
  • 1 LinkedIn article every week
  • 6 posts on Facebook every week
  • 2 guest posts per month
  • 40 engaging Twitter posts per week
  • 1 Youtube Video a month
  • 5 Instagram Stories a day
  • 6 Instagram posts every week
  • 1 IGTV video published a week
How specific you want to be here depends a lot on your client and their goals.

3. Set goals

Focusing on the right data will help you know if you’re moving in the right direction and showcase the progress you’re making along the way. You’ll set up some real numbers and expectations you think can be achieved with this campaign, such as:
  • Traffic — 70% increase in sessions WoW
  • Followers — get to 50K followers by end of July
  • Engagement — 1000 interactions by the end of the month
  • Reach — organic reach of 200k in the next 3 months
  • Conversion — minimum 500 clicks from social to the website
In order to maintain a good relationship with your client, send them a monthly evaluation of your marketing campaigns and a list of insights. With so much data available today, it really matters to determine which KPIs you want to keep track of and what’s your most important metric. It’s closely related to the business objectives. Once you’ve identified them, make sure all the analytics tools are working and configured right.

PRO TIP: List the channels you’ll manage

Each social media channel is different and the present audiences have specific reactions. It’s natural for one platform to encourage short communication, while others, like LinkedIn, to applaud expressing opinions and comments on what’s happening at the moment. If the client is in eCommerce for example, then Instagram is definitely where your agency should focus on. If they’re a B2B brand, then ask your agency to focus all the efforts on Facebook and LinkedIn. It’s important to know how each channel is related to the goal you establish.

4. Create a timeline

“I’ll get you 10,000 followers in 2 days”
“We’ll increase your engagement to 15,000 likes in 24h”
“Your website will reach 100% more visitors the next day”
Beware of overpromising and underdelivering.  A client doesn’t need empty promises but does require a specific timeline for all the actions you’ll take and how you’ll measure progress for each of them. Explain when the campaigns and materials will be delivered, how often you’ll publish content and how long it will take you to shoot videos.
It doesn’t have to be a specific date set in stone. But an estimated time range shows the client understand you’re reliable. As an agency, it can be a very simple Gantt Chart with all the social media campaigns, or a roadmap with individual tasks.
Most agency social media proposals are very generic and simple. They get ignored by great clients or make the agency look unprofessional. If you can’t market yourself in the proposal, how will they believe that you’re able to market their brand?

5. List the pricing

It’s time to set up the prices. This is directly connected to your client’s industry, location, services and products. I strongly recommend you list all your services and costs, with no hidden fees — keep transparency as one of the core values in your agency.
There are two important aspects to your social media cost proposal:
  1. Make sure your are in the range of industry standard. Yes, each company is unique and we should price however much we think our work deserves. But, if you want to grow your agency, you have to be in the broad range of your industry. You can’t ask for $50K/ month when most agencies in your town ask for a quarter of the price. Try to always stay connected in the industry and up to date to what your competition is doing. Are they pricing a lot more than you? Can you close contracts as big as they are? If not, what is the added value they promise and you don’t. Pricing in the service business is really a matter of price-quality ratio. That’s how clients think. Of course they have a budget and they have to stick to it. But sometimes they adapt to context. If a newbie prices to much, they might say no out of principle.
  2. Make sure it’s fair to yourself. This is equally important. You can’t base your social media marketing quotation only on competition. There are several reasons how your competition might be wrong. I’m sure we can all think of examples where markets went way to high or way too low due to the players in the market and collapsed. You might have competitors who price way to low, you might not be able to match that. Truthfully, they probably can’t sustain those prices either. So make sure you really nail down all your costs and the profit you need to keep thriving. Always keep tomorrow in mind and think about each scenario.
Putting a price on your services isn’t only a matter of what your costs are. It’s also a matter of the value that you bring. And it’s important your prospects understand how you reach your price. No, I’m not suggesting you bore them with a full excel, but rather show a breakdown of costs. Add a message at the end to remind your customers about the value they’re getting in return.
Not sure about your social media services prices? Use our social media calculator to check if you’re pricing your services accordingly.

PRO TIP: List the terms of service

This part is a bit of a technicality. We’re creatives, marketers, we’re not great fans of contracts. I definitely don’t want to dive deep into contract terms, but it is important to mention your main points into your pitch. Think about what matters to you and your client. What happens if you don’t deliver? What happens if your client fails to pay you on time?
If you’re doing a social media pitch, you already know the art of negotiation. Consider that your social media management agreement falls into the negotiation part. You have to know how to take care of your company without risking losing your prospect.
Here are a few parts you have to include in the social media management contract:
  1. Services offered
  2. Clear deliverables
  3. Cost
  4. In what scenario will you have to bill more than agreed and what is the approach in that situation
  5. Start date and end date
  6. Are there any other parts your client will have to pay for? Such as travel costs?
  7. Do you commit to any results or dates for deliverables?
  8. Do you require fees in advance? If so, will you refund in specific scenarios?
At a quick Google search for social media contracts examples, you’ll find that they can vary from one pagers to full 50-page long contracts. It’s your choice on how thorough you want to be. Of course I’ll advise you to get a legal advisor for this part, but from my experience, the above 8 points should definitely be included.

6. Add a CTA & testimonials

First impressions matter. By focusing on pricing, implementation ideas and beautiful design — you can get clients attention in one click. Pay attention to logistics as well. It’s not all about the what. The how matters too. Agencies lose prospects for reasons such as:
  • lack of adequate tools for managing work
  • bad communication skills
  • no system of collaboration for approval processes
That’s why hustling and preparing a great social media proposal is the key to winning one client at a time.Close your proposal with your motto to show your excitement:
  • Let’s rock together!
  • Ready to superpower your social media presence?
  • Let’s make X brand famous and loved
Then add a few testimonials from your existing clients — it helps build trust and confidence.

 

These are my thoughts on how to write a good social media proposal. Don’t forget to get your free social media proposal template and let me know if I missed anything!

Vlad Calus

Dropped out of college, moved to another country with 2 of my friends and built Planable (Techstars London '17), social media collaboration platform, at 19 y. o.
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