Did you lose out on your last client just because your proposal was not quite good enough? Have your proposals always lacked that “A” factor needed to win important clients?
Creating a compelling social media proposal to win a client can be a challenging task but worry not here’s a quick cheatsheet to help you understand some of the most important points to include in your social media proposal such that it delivers the right results.
1. Understand & Highlight the Current State
Just as they say, first impression is the last impression, this is the first and most important step when drafting a social media proposal for your client. This shows you have done your homework by presenting a preliminary analysis of the current social media strategy in place.
This helps in providing an opportunity to identify the areas that need attention and setting the tone for the overall social media strategy.
2. Understanding Clients’ Goals & Objectives
Have enough discussions with your client to understand his short term, mid-term and long term goals and focus on providing the answers. Make the client realize the need for a proper social media strategy in place. Why it is needed, how it will help and what it will help achieve for the business. Some common examples are –
- Do you want to grow your fan base or build engagement for your posts?
- Do you want to focus on getting likes, shares and comments or you only wish to interact with your well-wishers on social media, collect reviews etc?
- Do you actively want to promote deals and coupons or will it be a seasonal marketing strategy?
It’s important to outline the fact to the client that having a robust social media strategy in place will contribute to the overall growth and exposure of the business. This in turn, will help improve the bottom line. But make sure, the proposal is aligned with the client’s goals thereby increasing his chances of success.
Goals and objectives are something that can change over a period of time. Make sure the social media proposal has enough cushion to adjust the vibrations. In short, be flexible. Other important point to consider is make sure your prioritise the tasks to be performed. This will ensure you’re headed in the right direction.
3. Highlight your Processes/Teams/Tools
In the last few years, tons and tons of social media platforms as well as social media tools have cropped us leading to a wide option to choose from. But make sure, you highlight only the best, relevant and appropriate ones to your client. For eg – If your client is more into the creative area, some of the social media platforms that you can highlight are Instagram, Pinterest, Facebook etc.
If your client is into hospitality, Linkedin, Facebook, Twitter might just work for them.
Similarly, when highlighting social media tools to your client, make sure you show him the best ones out there – Hootsuite, Buffer, Mondovo etc.
Apart from tools and social media platforms, it’s also important to showcase the processes you’re going to follow in your social media proposal. Highlight the persons involved, what task will they be working on, who will be working on posting updates, who will be working on creating content and so on.
Highlight the fact that social media is a team sport and having a clear process flow in mind will not only give you clarity but will also instil your client’s confidence in you.
4. Highlighting the Course of Action
An important aspect of your social media proposal, make sure to emphasize on what’s your course of action for the future. You can also take some tips from Step 1 mentioned in this article.
Tie up various social media activities together so that you remain focussed on reaching your goal and delivering value to your client. Some of the important social activities that you can highlight here are –
- Monitoring social activity of important personalities, influencers, fans, VIPs, focusing on trending topics, identifying the top #hashtags
- Handling responses and complaints – A positive response can generate a lot of goodwill in the social media space. Similarly resolving complaints timely also matters
- Content – Content is king, queen and everything. What is the content you will be writing or curating from other sources? Will it be only text updates or videos or infographics?
- Promotional Activities – How many promotions activities to be run each month? What will be the theme? What hashtags will be used?
- Analyzing & Documenting – Your client will be needing updates are regular intervals of time so make sure to document all the analysis and results at one place so that you don’t have to run around at the end.
5. Reporting & Updates
Every client would want a weekly or a monthly report based on the activities being performed. So make sure to summarize your findings, observations and conclusion the right way and don’t forget to mention this part in your proposal. When it comes to reporting, we have seen agencies falling apart but this should not be the case.
It’s good to be honest and let your client know where his time and money is being spent as well as what’re your plans or highlight important tasks and activities for the next month.
This will ensure you have a clear picture in mind on what is to be done next month and will avoid and last minute hassle.
When it comes to targeting and winning a client, a proposal designed the right way can make or break a business relationship. Also, in the last few years, we have seen companies mixing up SEO & Social Media. However, these two are completely different areas and should not be mixed at all. In fact, an SEO proposal should only focus on SEO on-page and off-page issues while a Social Media proposal should only focus on the social stuff.
A nicely done well thought of proposal can not only help you win clients but it will also help you be seen as an authoritative figure in the industry.