Tips on how to 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’s good 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 sales team 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 companies alike, social media proposals are a vital device for rising your online business — so that you’d higher be ready to knock it out of the park.

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

What is a social media proposal?

When we say “social media proposal,” we are absolutely not encouraging you to pop the Q to Cardi B. over Twitter. Rather, a social media marketing proposal is a document in which you propose a set of social media marketing services for a potential client.

These services should help them fulfill a social media marketing plan that aligns with their total enterprise objectives. Romantic? No. Sensible and useful? Sure.

To kick issues off, you’ll want to determine what these objectives are. Then, you may 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 area and exhibit why you’re the precise individual (or agency) for the job. In spite of everything, a social media proposal isn’t nearly what an organization ought to do… it’s about who ought to do it. (You! It’s all the time been you!) (Okay, perhaps that is romantic in any case?)

Knowledgeable social media proposal also needs to embrace the soiled particulars: we’re speaking timeline, deliverables, and budgets.

Like every 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 can price. If that’s not real love, what’s?

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

The dangerous information: earlier than you may sit down to begin authoring the World’s Biggest Social Media Proposal, you’ve obtained to do your homework.

The perfect social media proposals begin with a deep dive into the potential consumer’s enterprise and current social. Robust analysis and discovery makes for sturdy 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 presently dealing with?
  • 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 presently utilizing social media?
  • What are their social media objectives?
  • What sort of timeline have they got in thoughts?
  • What’s their finances?
  • How have their earlier social media initiatives labored out?

Probably the most direct option to get correct solutions to those questions is to only ask. Sit down along with your potential consumer, or arrange a name or Zoom, and handle these quandaries head-on. While you’re grilling them, although, concentrate on what their challenges and objectives are… not what options they’re on the lookout for. In spite of everything, it’s your job to determine how social media will help. In the event that they actually had the solutions, they wouldn’t want you, proper?

A typical consumption kind for prospects and new shoppers is usually a useful device right here, too, to both change a discovery name or complement it. The extra information, the higher.

After all, this method solely works in case you have the chance to really join along with your potential consumer straight. When you’re responding to an RFP, chances are you’ll not have the choice. If that’s the case, learn the request doc totally and be sure to totally digest all the knowledge it gives.

This primary stage is an efficient time to be on the look ahead to any crimson 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 if you happen to follow 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 might have an current notion of your potential consumer’s viewers, however it might be really humiliating if you happen to obtained it flawed and spent a complete pitch speaking about connecting with curlerskaters as a substitute of curlerbladers. So acquire as a lot knowledge as you may and use it to develop and help your technique.

In different phrases: step two in creating a fantastic 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 knowledge they could have already. If chatting with that prospect straight isn’t an possibility, take a detailed have a look at the RFP and their current social media accounts. (A social media analytics tool could provide help to right here.)

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

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

For example, as a substitute of claiming “wealthy, lizard-owning girls aged 50 and up are very lively on Snapchat,” you may 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 would possibly sound loopy as a result of we simply are on the tail-end of Step 2 right here, however this could 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 just 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 part is all about determining simply who your prospects’ competitors is.

Goal to establish a minimum of 5 sturdy opponents to benchmark towards. They could possibly be direct opponents who exist in the identical {industry}, or they could be manufacturers that concentrate on the identical viewers.

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

Our guide to competitive analysis on social media walks you thru this course of. Spoiler alert: social listening tools like Hootsuite streams will help monitor opponents’ exercise and audiences. As we prefer to say, “maintain your enemies shut, and your social media enemies nearer.”

Step 4: Conduct a social media audit

Nowadays, 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 presently utilizing social media. When you can chat with the potential 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 seek out out which platforms they’re strongest on, and why these are working finest.

An intensive 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 seek out the solutions, take a look at our information to conducting a social media audit.

Step 5: Develop a social media technique

Congratulations! The analysis half is over! You made it via! Now the inventive juices can begin to circulate.

All that uncooked knowledge you’ve squirreled away goes to tell and information your social media technique and recommendations. 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 price?
  • Use your prospect as a useful resource as a lot as potential. A model mission assertion, model information, or model e book are essential references in case your contact can present them. You also needs to ask your potential consumer what manufacturers encourage them.

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

Relying on who you’re pitching to, chances are you’ll must do some consumer schooling as properly in regards to the total 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 funny Instagram Reel?)

Step 6: Put all of it on paper

Now you’ve obtained every part it’s good to current to the consumer, it’s time to drag all of it collectively into one skilled bundle.

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

Social media proposal examples

As you now know as a result of we’ve mentioned it 600 instances already on this article, a powerful social media technique will likely be based mostly on the consumer’s social media objectives.

Examples of social media proposals could be:

What you intend goes to be distinctive to the model, and to your individual experience — and actually, we are able to’t wait to see it. Fill out the social media proposal template beneath along with your large concepts and sit again and wait in your potential consumer to say, “Sure, sure, a thousand instances 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 prime left nook of your browser, then choose Make a replica from the drop-down menu.

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

Right here’s what to incorporate in every part:

Govt abstract

That is the primary part of your social media proposal, but it surely’s primarily an summary of the proposal, so we extremely advocate penning this half final. It may be simpler to grasp a very powerful 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 finances and useful resource necessities.

And it most likely goes with out saying, however we’re gonna say it in any case: proofread this like 10 instances. Typos are yike-os. (Additionally you most likely shouldn’t embrace phrases like “typos are yike-os” within the govt abstract.)


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

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

Don’t neglect the fundamentals. Be sure that to incorporate your contact data, and point out that you just’re obtainable to reply any questions that will come up.

Enterprise goals

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

Preserve it easy and be as particular as potential so that you just go away little room for discrepancy or ambiguity. Based mostly in your analysis, clearly establish the group’s wants, challenges and goals.

Make sure to specify the goals of the particular undertaking in addition to the group’s total wants.

When you’re responding to an RFP, use language right here that echoes the best way the group has outlined what they’re on the lookout for.

Social media objectives

These enterprise goals 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. Bear in mind, S.M.A.R.T. objectives are strategic, measurable, attainable, related and time-bound. (More on S.M.A.R.T. social media goals 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 autumn.)

Scope of labor and deliverables

That is it: time to actually deliver all of it residence. 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 are able to’t assist it, we fear!) every part you intend ought to tie again into these social media goals from the earlier part.

Your social media scope of labor define could embrace:

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

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 count on to obtain.

Schedule and finances

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

All of it depends upon how concerned the consumer desires to be, however whether or not large image or hyper-focused, make sure that your schedule aligns with the timing captured within the objectives.

Scorching tip to maintain everybody glad and knowledgeable: embrace milestones and check-ins on the schedule so that everybody can make sure that issues are on monitor.

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


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

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

Endorsements or case research

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

However to actually promote your self as the precise individual or company for the job, it’s a good suggestion to showcase a few of your previous outcomes.

This could possibly be one thing so simple as just a few key pull quotes out of your LinkedIn suggestions. Or, if you happen to’ve accomplished comparable work for one more consumer previously, you may write a brief case research highlighting the work you probably did and the outcomes.

Phrases and circumstances

You would possibly wish to embrace 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 cost phrases?), how you favor to work (are you obtainable to reply questions 24/7?), and what to do if both celebration decides to terminate the contract (is there a kill payment?).

Principally, tuck all of the less-than-glam logistics and wonderful 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 data? The ball is of their court docket, and that is the part the place you clarify simply how they’ll, um, hit… it.

You would possibly want to embrace an expiry date on the proposal to verify your proposed techniques, finances, and availability are up-to-date.


Within the appendix, you may embrace your complete analysis findings or present a extra detailed finances breakdown.

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

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