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Show me the future of my social media. Whereas 90% of social media management is about efficient operations and consistency, it is the remaining 10% that will attract a client to your offering. That small part is about the creativity, the vision and the strategy that will take your client to an effective, winning spot for their social media profile. But how do you describe the journey and convince them that you are the best solution to get them there?
A marketing proposal for social media is a business offering, in which you propose to manage and position a brand in their ongoing social media operations to reach a certain goal or to establish a certain profile.
It could also take the form of a social media campaign proposal. We are assuming that this proposal is for social media management and that you are providing it in a written format.
We recommend that you make it as visual as possible, including video elements which will make sense for this type of proposal. If your client accepts your proposal, you will typically formalize details further in other documents, including a detailed scope of work and business contract.
Social media proposals come in many shapes and forms, but are usually based on an audit of some kind. And social media management too typically proposes tools for auditing and measuring social media performance. Some vendors will provide examples of social media marketing proposals ready to use.
You could choose to go the simple way and download a social media marketing template to fill in, but in order to focus on the 10% that matters, we suggest you go through a deeper mental process as outlined below:
This initial section of your proposal should immediately establish that you understand your client’s business. You will realize, in preparing this section, that there are things you don’t know and will need to research before you can complete it.
Writing this section will be difficult if you haven't been provided with a brief and conducted an audit of their social media presence and strategy.
If you have a brief, study it carefully. Seek information on the client’s website, run a social media audit, and thoroughly understand their business challenges. What are the key obstacles? How would this integrate with other marketing channels? Why do they need help from outside?
You will be in a stronger position if you can define their challenges clearly and early.
Rather than explaining who you are and what your business is about -- which can end up being a rather dull reading experience -- think about your values and how they will make a difference to your client. This section is about you, tailored to position you as a credible supplier of the service you are proposing.
"Our influencer relationships will be key to leveraging your social media performance"
"Our experience with growing an Instagram following will be useful for reaching your objectives"
"Our technology platform will drive efficiency to your social media management"
Start with an overview of what you stand for, and then pick out the most relevant parts of your identity and business offering that best fit this client.
Sharing the vision you have for your client’s social media development is a key element in your proposal. This is your social media strategy proposal, designed to catapult their social media activities. You should be careful to not over-promise or appear superficial, but still present a tangible vision for where you would like to take them.
On social media, this could involve community building or attaining follower goals, or maybe even business results. This is also where you can showcase creative ideas you have for this client. These can be visual or they can be conceptual in the form of hashtags such as these:
A vision for a client can only be built on the basis of media auditing and competitive analysis. Those tasks are certainly time consuming, but they will show the result of the time invested in a creative way. A draft social media content calendar could be a brilliant element to include in the proposal to make the offering tangible and appealing.
Tailoring the marketing objectives to the vision and detailing the organization and workflow are key elements of a proposal. These elements will be expanded into the scope of work and the financial proposal. Objectives are quantified using social media metrics that should be compatible with common marketing metrics. You also need to consider the client’s wider marketing analytics setup and make sure they are compatible.
The workflow must describe the organization and team, including the client’s role. This is where you need to put faces on your team members for this engagement, and also where you need to define milestones the client must validate in order for the project to move forward.
The objectives should remain high level metrics, but the more detailed the work behind the scenes has been, the better. Be sure to not provide too many details of your estimates as they can foster endless discussion. If you are intuitive and a risk taker, you may simply put an objective out there that you think your team can reach. The workflow can be shown as a simple organisation chart naming the roles and the team members on your side.
The financial proposal should identify the types of costs your engagement would require. It is an essential part of the proposal and a delicate one. Costing must be detailed enough for the client to understand your calculations, but not too detailed that it derails the focus to irrelevant topics. At this stage, a misunderstanding can be a showstopper.
Detail the various types of costs in a way the client will clearly see them. Label them in ways that emphasize the value they bring.
By now the client has probably formulated their opinion about your proposal and is expecting a wrap up. This is an opportunity for you to add a finale extra, such as the crazy idea that didn't quite make it to the “Vision” section of the proposal or the extra mile you went to understand your client's needs and requirements.
This last section can take many forms. It could be a video, or it could be a surprise call with a partner or team member who was doing investigations for the project in another city. Or it could be a document or tangible asset you made specifically for the pitch.
The proposal is ready, but are you sure you got everything right? Here are a couple of considerations to take before you submit your final version.
Imagine your prospect doesn't see your message or doesn't realize your proposal is attached. Is the file heavy? Could it be stuck in spam or a large-file filter? Write a good introductory message stressing the key points, and make downloading and opening the proposal a call to action. Now you’re ready to send. And be sure to call tomorrow to make sure they received the file.
You have built a smashing proposal. Its content will show your client that you have understood their business, that you are a credible and able service provider, and that you have a well-thought-out social media vision for their business. They will understand that working with you will be easy, well-organized, and efficient. And finally, they understand that you are motivated to go the extra mile and are passionate about your business.
Now you can move on to creating the draft scope of work and contract.
Our Small Business Expert
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