Write a Profitable Social Media Proposal (Free Template Included)


If you wish to win enterprise as a social media marketer, you don’t simply have to be nice at truly doing the social-media half: it is advisable to crush the social media proposal recreation, too.

Whether or not you’re responding to an RFP (request for proposal) or sealing the take care of a lead your gross sales crew has been nurturing, a social media advertising and marketing proposal is the doc that takes a brand new buyer from prospect to consumer. For solo freelance social media managers and advertising and marketing businesses alike, social media proposals are a vital instrument for rising what you are promoting — so that you’d higher be ready to knock it out of the park.

Fortunately, we’ve acquired you coated with this step-by-step information to making a proposal, and a free social media proposal template that will help you craft your personal in only a few minutes.

What’s a social media proposal?

Once we say “social media proposal,” we’re completely not encouraging you to pop the Q to Cardi B. over Twitter. Reasonably, a social media advertising and marketing proposal is a doc by which you intend a set of social media advertising and marketing providers for a possible consumer.

These providers ought to assist them fulfill a social media advertising and marketing plan that aligns with their general enterprise objectives. Romantic? No. Sensible and useful? Sure.

To kick issues off, you’ll want to determine what these objectives are. Then, you’ll be able to share a recreation plan for simply the way you’ll assist and what success will appear like.

All through the proposal, you’ll additionally set up your experience within the subject and exhibit why you’re the best particular person (or agency) for the job. In any case, a social media proposal isn’t nearly what an organization ought to do… it’s about who ought to do it. (You! It’s at all times been you!) (Okay, perhaps that is romantic in any case?)

An expert social media proposal must also embody the soiled particulars: we’re speaking timeline, deliverables, and budgets.

Like several good relationship (eg: one which doesn’t cumulate in a Twitter proposal), communication is essential. Your social media proposal is an opportunity to stipulate expectations, guarantees, and duties proper out of the gate so your working relationship with a brand new consumer has no disagreeable surprises. You perceive their objectives, and so they perceive precisely what you’re promising and what it is going to value. If that’s not real love, what’s?

Step 1: Decide your prospect’s enterprise and social media objectives

The unhealthy information: earlier than you’ll be able to sit down to start out authoring the World’s Biggest Social Media Proposal, you’ve acquired to do your homework.

The very best social media proposals begin with a deep dive into the potential consumer’s enterprise and present social. Sturdy analysis and discovery makes for robust social media technique, so don’t skimp on the detective work on this stage.

Contemplate addressing these questions:

  • What are the objectives of your prospect’s enterprise?
  • What challenges are they at the moment going through?
  • How lengthy have they confronted these challenges?
  • Have they made any makes an attempt to deal with these objectives or challenges previously?
  • How are they at the moment utilizing social media?
  • What are their social media objectives?
  • What sort of timeline have they got in thoughts?
  • What’s their funds?
  • How have their earlier social media initiatives labored out?

Essentially the most direct solution to get correct solutions to those questions is to only ask. Sit down together with your potential consumer, or arrange a name or Zoom, and deal with these quandaries head-on. If you’re grilling them, although, give attention to what their challenges and objectives are… not what options they’re in search of. In any case, it’s your job to determine how social media may help. In the event that they actually had the solutions, they wouldn’t want you, proper?

An ordinary consumption type for prospects and new shoppers is usually a useful instrument right here, too, to both change a discovery name or complement it. The extra information, the higher.

After all, this strategy solely works in case you have the chance to truly join together with your potential consumer immediately. In case you’re responding to an RFP, you might not have the choice. If that’s the case, learn the request doc completely and be sure you absolutely digest all the data it gives.

This primary stage is an effective time to be on the look ahead to any purple flags — these little indicators that point out your potential consumer isn’t a superb match in your experience. You’ll save your self quite a lot of time, vitality, and complications in case you stick with initiatives that fit your passions and ability set.

Step 2: Find out about your potential consumer’s viewers

You recognize what they are saying about assumptions: don’t make them! You’ll have an present notion of your potential consumer’s viewers, however it will be actually humiliating in case you acquired it fallacious and spent a complete pitch speaking about connecting with curlerskaters as a substitute of curlerbladers. So acquire as a lot information as you’ll be able to and use it to develop and help your technique.

In different phrases: step two in creating an amazing social media proposal is definitely simply extra analysis. Sorry! You bought pranked!

To find the new deets about your prospect’s viewers, ask them to share any information they could have already. If chatting with that prospect immediately isn’t an possibility, take an in depth take a look at the RFP and their present social media accounts. (A social media analytics instrument could provide help to right here.)

And in case you’re actually feeling enjoyable and flirty, why not additionally compile related industry-specific statistics and social media demographics?

Okay! Now that you simply’re simply swimming in info, positively dripping in it, you may wish to synthesize all of your intel to create some viewers personas. These are composite characters that may assist a consumer conceptualize their goal market.

As an illustration, as a substitute of claiming “wealthy, lizard-owning ladies aged 50 and up are very lively on Snapchat,” you’ll be able to create dynamic examples like “Eglantine Vanderby checks Snapchat each morning over waffles with Grizwold.” It’s ‘Present Don’t Inform’ at its most interesting!

This may sound loopy as a result of we simply are on the tail-end of Step 2 right here, however this may be a superb time to return to Step 1 and double-check these preliminary objectives. With these viewers insights in thoughts, do the objectives nonetheless make sense? If not, tweak accordingly.

Total, you’re going to wish to make the connection between the viewers and the objectives crystal clear, so your prospect can see that you simply perceive their enterprise. At its core, this part is about each the “who” and the “why.”

Step 3: Get to know your prospect’s competitors

Some information for you that’s most likely not stunning in any respect: step 3 in your social media proposal prep is definitely simply extra analysis. Get used to it.

This section is all about determining simply who your prospects’ competitors is.

Intention to determine at the least 5 robust opponents to benchmark towards. They might be direct opponents who exist in the identical {industry}, or they might be manufacturers that concentrate on the identical viewers.

Certain, your prospect most likely will be capable to level out a few of their high competish to you — however take the time to analyze by yourself, too. Which opponents stand out on social media particularly?

Our information to aggressive evaluation on social media walks you thru this course of. Spoiler alert: social listening instruments like Hootsuite streams may help monitor opponents’ exercise and audiences. As we prefer to say, “hold your enemies shut, and your social media enemies nearer.”

Step 4: Conduct a social media audit

At the present time, your potential consumer most likely already has some social media expertise. The chances are, you’re not ranging from scratch. (If you’re: nice! Skip this part and use that discovered time to go watch a sundown. See you again at Step 5.)

A social media administration proposal ought to have in mind how the consumer is at the moment utilizing social media. In case you can chat with the possible consumer, you may get their perspective on how issues are going, however simply digging into their earlier posts ought to provide you with some perception, too.

Do a few of your investigating to search out out which platforms they’re strongest on, and why these are working greatest.

A radical social media audit or evaluation ought to reply questions like…

  • What platforms are they utilizing?
  • What’s working?
  • What’s not?
  • How usually do they publish?
  • Have they run any adverts?
  • How are their natural and paid posts performing?

For extra particulars on what inquiries to ask and the place to search out the solutions, try our information to conducting a social media audit.

Step 5: Develop a social media technique

Congratulations! The analysis half is over! You made it by way of! Now the inventive juices can begin to movement.

All that uncooked information you’ve squirreled away goes to tell and information your social media technique and options. This good plan will make up the majority of the proposal, as you’ll define each what you’re going to do, how you’re going to do it, and when.

Some factors to incorporate in your social media proposal:

  • What particular actions will you’re taking?
  • How does this work relate to the consumer objectives?
  • How does the work align with the consumer timeline?
  • How a lot will it value?
  • Use your prospect as a useful resource as a lot as attainable. A model mission assertion, fashion information, or model e-book are essential references in case your contact can present them. You must also ask your potential consumer what manufacturers encourage them.

This strategic experience is your likelihood to essentially shine. Make your technique considerate, focused, and detailed. Use easy-to-understand language and keep away from jargon except you’re coping with an inner social media professional.

Relying on who you’re pitching to, you might must do some consumer training as nicely concerning the general worth of social media in a model advertising and marketing technique. Which may imply utilizing detailed examples in an appendix, or doing an in-person presentation. (Or if that doesn’t work: perhaps simply actually wow them with a humorous Instagram Reel?)

Step 6: Put all of it on paper

Now you’ve acquired every thing it is advisable to current to the consumer, it’s time to drag all of it collectively into one skilled package deal.

To make your life simple (that’s proper: we care!), we’ve created a free social media proposal template you need to use to develop knowledgeable, polished proposal rapidly and simply. Right here’s find out how to current your proposal in the perfect gentle.

Social media proposal examples

As you now know as a result of we’ve stated it 600 occasions already on this article, a robust social media technique might be based mostly on the consumer’s social media objectives.

Examples of social media proposals may be:

What you intend goes to be distinctive to the model, and to your personal experience — and truthfully, we will’t wait to see it. Fill out the social media proposal template under together with your massive concepts and sit again and wait in your potential consumer to say, “Sure, sure, a thousand occasions sure!”

Social media proposal template

Our social media proposal template is a Google Doc. To make use of it, merely click on the File tab within the high left nook of your browser, then choose Make a duplicate from the drop-down menu.

When you’ve carried out that, you’ll have your personal personal model on Google Docs to edit and share.

Social media proposal template

Right here’s what to incorporate in every part:

Government abstract

That is the primary part of your social media proposal, but it surely’s primarily an outline of the proposal, so we extremely suggest scripting this half final. It may be simpler to grasp an important factors to incorporate right here after you’ve refined all the opposite particulars.

Consider it because the tl;dr for busy executives. Summarize the necessity(s) for the proposed undertaking in lower than a web page. Determine the issue, share the anticipated outcomes, and make clear the funds and useful resource necessities.

And it most likely goes with out saying, however we’re gonna say it anyhow: proofread this like 10 occasions. Typos are yike-os. (Additionally you most likely shouldn’t embody phrases like “typos are yike-os” within the government abstract.)


This doc is about your potential consumer’s issues, but it surely’s additionally essential to elucidate simply why you’re the best particular person to assist them.

On this part, present a short overview of your organization. Embrace your mission assertion and related expertise, and the crew members who might be concerned within the present undertaking.

Don’t neglect the fundamentals. Be certain that to incorporate your contact info, and point out that you simply’re accessible to reply any questions that will come up.

Enterprise aims

Now it’s time to showcase simply what you discovered from all that analysis earlier. On this part, you’ll present your potential consumer that you simply perceive the wants and objectives of their enterprise.

Preserve it easy and be as particular as attainable so that you simply depart little room for discrepancy or ambiguity. Primarily based in your analysis, clearly determine the group’s wants, challenges and aims.

Make sure to specify the aims of the precise undertaking in addition to the group’s general wants.

In case you’re responding to an RFP, use language right here that echoes the way in which the group has outlined what they’re in search of.

Social media objectives

These enterprise aims on the final web page? They set the stage in your social media objectives, which you’re going to share beginning… now!

State three to 5 S.M.A.R.T social media objectives. Keep in mind, S.M.A.R.T. objectives are strategic, measurable, attainable, related and time-bound. (Extra on S.M.A.R.T. social media objectives right here!)

Every goal ought to specify the platform(s), the metric(s), and an finish date. It must be clear when to measure the objective, what the metric is for fulfillment, and the way it ties into the general model objectives. (For instance: Improve Fb followers by 25 p.c by the tip of This fall.)

Scope of labor and deliverables

That is it: time to essentially deliver all of it house. Right here, you’ll deliver your technique into focus, backed by learnings out of your viewers analysis and social and aggressive audits.

And (sorry to repeat ourselves, however we will’t assist it, we fear!) every thing you intend ought to tie again into these social media aims from the earlier part.

Your social media scope of labor define could embody:

  • Social media promotions and campaigns
  • Content material creation
  • A strategic publishing schedule
  • Social media monitoring
  • Social media engagement
  • Social promoting
  • Lead era

Importantly, that is the place you’ll define what particular deliverables you’ll present to the consumer. Are you truly creating and posting TikToks, or simply offering suggestions for the consumer crew to execute? Make it very clear who does what, and precisely what the consumer can anticipate to obtain.

Schedule and funds

You’ve pitched the potential consumer on what you’re going to do: now it’s time to sketch out simply when and the way you’re going to do it.

This might be a really detailed schedule of growth, evaluation, and testing work. Or, it may merely be a timeline of when you’ll produce every deliverable.

All of it is dependent upon how concerned the consumer needs to be, however whether or not massive image or hyper-focused, ensure that your schedule aligns with the timing captured within the objectives.

Scorching tip to maintain everybody blissful and knowledgeable: embody milestones and check-ins on the schedule so that everybody can ensure that issues are on observe.

This part can be the time to speak cash, honey. Breakdown how you’ll spend the consumer’s whole funds quantity, in no matter format most accurately fits the consumer’s preferences. Flat fee? Hourly payment? You do you!


How are you going to inform in case your massive audacious plan was profitable in case you don’t all agree on what your key efficiency indicators (KPIs) might be?

That is the a part of the social media proposal the place you counsel how this undertaking might be evaluated. What analytics are you going to observe? What measurements will point out success? An goal, quantitative solution to observe your progress goes to verify wins are correctly celebrated and expectations keep at an affordable degree.

Endorsements or case research

All through the proposal, you’ve proven the potential consumer that you simply perceive their enterprise and have put within the work to create a customized plan to assist them succeed with social media.

However to essentially promote your self as the best particular person or company for the job, it’s a good suggestion to showcase a few of your previous outcomes.

This might be one thing so simple as a couple of key pull quotes out of your LinkedIn suggestions. Or, in case you’ve carried out related work for an additional consumer previously, you can write a brief case research highlighting the work you probably did and the outcomes.

Phrases and circumstances

You may wish to embody the down-and-dirty particulars in the direction of the tip of your proposal, simply so all of the bits and items are in a single place.

We’re talkin’ about issues like billing practices (what are your fee phrases?), how you favor to work (are you accessible to reply questions 24/7?), and what to do if both get together decides to terminate the contract (is there a kill payment?).

Principally, tuck all of the less-than-glam logistics and nice print in right here.

Subsequent steps

On this part, make it clear what occurs subsequent. What motion does the consumer must take earlier than the proposal can transfer ahead? Signing a contract? Offering additional info? The ball is of their court docket, and that is the part the place you clarify simply how they will, um, hit… it.

You may want to embody an expiry date on the proposal to verify your proposed ways, funds, and availability are up-to-date.


Within the appendix, you’ll be able to embody your complete analysis findings or present a extra detailed funds breakdown.

It’s a superb place for something that wants extra help or elaboration. You wish to hold this doc wanting glossy and streamlined, in any case. Preserve the junk within the trunk!

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